How should I think about my website's role in my art business?

Your website is important but not in the way most artists think. While it’s critical to have one because it’s always open and never sleeps—it can have 50 conversations at once while you’re sleeping—it’s actually the worst of the three ways to sell art. Think of it as your gallery on main street with the doors open but no one inside to help. Visitors have to read manuals, talk to a robot, and press buttons on their own. It lacks the personal connection and guidance that makes in-person and live video sales so effective. Your website is necessary infrastructure, but don’t make the mistake of thinking it’s your primary sales tool. Focus most of your energy on getting attention and then converting that attention through in-person interactions and live video, with your website serving as the always-available backup option.

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Asked by an artist focused on website development · Answered by Patrick Shanahan · art-marketing-podcast · 2021-04-03