I'm great at selling my art in person at shows, but I struggle with online marketing. Why is there such a disconnect?

The disconnect happens because artists don’t realize that everything successful in the online realm is just mimicking what works offline. There are three key parallels: First, your website should look like an art gallery—minimalist, monochromatic walls (usually white), with the art displayed and nothing else. No busy fonts, colors, or moving elements. Second, social media should replicate the gallery opening experience. If someone walked into your opening, you wouldn’t just talk about art, art, art constantly. You’d have normal conversations about life, family, interests, and occasionally discuss the work. But online, artists only post art, process shots, and more art—which would never happen in person. Third, your marketing consistency should match keeping a physical gallery open. You’d never close your gallery six days a week or for three months straight. Apply the same principle to your online marketing and email campaigns.

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Asked by synthesized from teaching · Answered by Patrick · Art Business Webinar · 2026-05-22