Once you’ve made something awesome like a painting or art print, it’s time to list it on your site and sell it. These easy tips will walk you through the basics of optimizing your product page for artists and SEO.
For any ecommerce store, your product images are very important. This is doubly true for art where your buyer is primarily evaluating the purchase based on how your art looks (duh).
Make your product images consistent whenever possible. When you have multiple items listed, it’s easier for users to compare products that have been photographed from the same angle and with the same lighting. You can have additional images for each piece as needed, but it’s best to keep the product thumbnails (the image people see when scrolling through your category page) consistent.
Check out these images from Abbey Ratcliff’s website. Consistent and high quality. (Bonus: Check out the hover effect on her images by visiting her site. The transition to a close up a a nice touch).
Getting decent pictures doesn’t have to be crazy expensive either. If you have a nice camera, great, but you can still get great images with most smart phones. Invest in a tripod for your phone and a few LED lights (or some nice natural light) and you’ll be in business.
Want to dive deeper into product photography? This guide from Shopify is really good.
Get Your Call To Action Right
When someone is on your product page for artists, the obvious call to action is Add To Cart. A few important things here.
Keep the Add To Cart button above the fold so that users don’t have to scroll to find it. I’ve noticed that a lot of artists use Squarespace (which is awesome, my art shipping business Shipist uses Squarespace). But, one thing that Squarespace does by default that I’m not a fan of is putting your product description above the Add To Cart button, pushing it way down the page. Right up top, you should have your image, price, and Add To Cart. Consider changing away from the default layout if you’re a Squarespace user.
Once you’ve kept your user from having to scroll, make sure that the button is clearly visible and obvious. Don’t get fancy with what the button says. Add To Cart or Add To Bag are classic, stick with them. Make sure the color contrast is high and the button and text are legible (as an added bonus, you can check that the contrast is high enough for web accessibility here).
Check out this example from Kelsey Shields Art. Clear, simple, direct.
If you have other actions on your page like Add To Wishlist, make them a different color. You don’t want things competing with your main Call To Action. For consistency across your site, define the color that you’ll use for primary and secondary buttons.
Meredith Steele Art has quite a few different options on their product page, but one in particular stands out from the rest.
Those are the basics of getting your call to action on your product page right. To go a bit deeper, check out this post.
Your Art Product Description
It can be challenging to write a unique product description for all of your pieces but don’t skimp here! Your product description helps your users get important information and helps with SEO (Search Engine Optimization).
An easy way to write unique descriptions is to create a structure for your descriptions. Write up a template for yourself that represents the perfect description. Write out all of the main things you’d want to list for any piece such as:
- Frame Options
- Date Created
- Name of series that it’s a part of
List data like that in a simple consistent way (a bullet list works great). Then, do at least one paragraph of description. Include details about the piece, suggestions for how to frame it, back story to why it’s meaningful to you, etc. Anything that you think a prospective customer would find interesting is fair game.
For SEO, you can definitely take a deep diver here. For purposes of this post, know that in general the more thorough a description it is, the better it will show up in search results. But, here are a few great resources if you want to get more serious about this:
This post covered the basics of optimizing your product page for artists and makers. These are the most important points, but there’s a lot more to learn! Follow the links above for any topics that seemed interesting and see how deep the rabbit hole goes.
Questions or comments? Drop them below, I’d love to hear from you!