Hitting that “Add To Cart” button on artwork can take courage, so it’s important as the artist to give your potential customer all of the information that they could ever desire so they can take that leap confidently and add a new piece to their collection.
Here are 3 essential things that every art product page needs.
1) The Right Photos – Make sure they know what they are buying
How many times have you almost purchased something online but bailed at the last second because you weren’t 100% confident that you’d be getting exactly what you thought?
If you aren’t putting up your hand, I’m sure you know someone that would.
And sure, you could always return a product that just doesn’t quite measure up, but who has the time? You practically become a circus animal with the amount of hoops you’ll have to jump through.
Same goes for your artwork – why would you want to take the chance that someone wouldn’t hit that big beautiful “Buy Now” button because they weren’t totally confident that the painting would look the same in person?
Exactly.
So eliminate those potential doubts by showing your future customers exactly what they will be receiving.
This includes physical descriptions, but more importantly you need to include the right types of photos.
Let’s take a peek at them.
1. “The Scan”
You should include a high-quality “scan” of the artwork so they can clearly see the details of the piece. This can be done with an actual scanner or a camera (use a tripod for best results).
2. The art in a setting.
Whether this be on a wall, on a shelf, or what-have-you. The important feature is that it is included in a setting alongside other items – frame it like it would be in your home. This allows them to truly see what the piece looks like, gives context and allow them to get a grasp on scale. Plus they always look super cool.
3. Details, details, details.
This includes both of the actual painting, and the surface. Include a photo of the sides and corners of the painting, the frame, the backside, hanging fixtures, etc. Your potential customers should not be left wondering what it will look like when it arrives – be very clear so they have the confidence to “Add to Cart”.
2) Tell the story
You had a reason for creating what you did, so share that reason! Grab the readers with a punchy first line, then tell the tale of the painting.
Sure, its obvious that you are selling a pretty thing, but there is so much more to it than that. Dig deep, give the art the voice it wishes that it had.
Share the meaning behind it, the driving force. Pick out the emotional source and speak it loud and clear.
3) Be Clear on What the Benefits are
Let’s get something out of the way here – as an artist selling their work, it is your job to show your audience that they need your artwork.
There are so many benefits to owning artwork, so be clear about what the benefits are.
Is your art an investment that will yield a return in the future?
Will it be a source of status, and make all their friends/frenemies turn green with envy?
Will it elevate their personal space?
Remind you of something important?
Dig deep and ask yourself how exactly someone will benefit from owning your work. Each piece is unique and delivers a different vibe, so take a moment to extract this essence.
Tell your audience how they will benefit, and you’ll be surprised how well they respond.
So go on and be free, amp up those product pages and watch the sweet, sweet sales roll in!
Want to take an even bigger flying leap towards your (inevitable) success as an artist?
Watch my FREE masterclass training, Scale Your Art Sales.
It’s the online class for beginner artists that are filled with a fiery creative passion, and want to grow an audience online that actually want to BUY their artwork
