Should An Artist Have Multiple Websites?

It's a question that has plagued diversified creatives for as long as the internet has been a thing. And given the time, effort, and expense of setting up, tweaking, and maintaining just one effective website, when, if ever, should an artist consider having more than one website as a part of their overall marketing and communication strategy? 

A Tale of Two Artists 

One of my podcast listeners, Lorraine, recently reached out for a little wisdom on this very topic. Lorraine is a two-genre painter, creating both flower paintings as well as custom pet portraits. As she was in the process of putting her website together, she kept running into issues of fitting both sides of what she does creatively under one "roof" on the internet. 

Again, it's a great problem, and one I've been asked about many times by the members of my Created to Thrive Artist Mentoring Program.  My rule of thumb on this is simple. If an artist is doing two or more creative things related to their career as an artist, I encourage them to have just one website to showcase and market their artistic endeavors. 

In Lorraine's case, both of her creative genres are complementary. A good number of her pet portrait clients may likely be interested in her floral art, while a good number of her floral clients will have a beloved pet or two they may want to be memorialized through one of her custom pet portraits. 

So, when should you have two websites?  Well, that's simple. When your second business, venture, or hobby isn't closely related to what you do as an artist. In situations like this,  you may want to consider having two separate websites. I'll use myself as an example of when to do this. 

I have an artist website, where I showcase my baskets, woven sculpture, commissioned artwork, and the classes that I teach for other aspiring basket weavers. All of this information and my public persona as an artist lives under one roof at matttommey.com.  

I also have a separate website that talks about my life and work as a mentor to artists. MattTommeyMentoring.com is the online portal where I talk about my books, conferences, and my Created to Thrive Artist Mentoring Program.  My mentoring website also houses this blog and all the episodes of my twice-weekly The Thriving Christian Artist Podcast. 

I found out early on that very few of my basketry classes or woven sculpture clients were interested in what I did as an artist mentor and even fewer of my mentoring clients were interested in one of my commissioned wall pieces. The two sides of what I do creatively and as a mentor don't necessarily complement each other or connect with the same set of potential clients. 

Making One Website Work For Everything You Do 

It all starts with your home page. A good home page will evoke a connection, inspire, and make your visitors curious enough to click and continue the journey through other pages on your website.  A great home page will speak to the visitor's aspirational desires, bringing needs to the surface that you can solve through your skills and talents as an artist. 

So, in the case of someone like Lorraine who creates fine artwork, like her floral paintings as well as custom commissioned pet portraits, I always recommend having a couple of different “doors” on your homepage so that people can quickly see the full range of what you offer creatively. 

Redundant Intuitive Doors Get Opened 
Now these "doors" into the different sides of your artistic expressions should be both intuitive and redundant. The secret here is to make navigating your website easy for everyone, no matter how they like to journey through a website. 

So, for an artist website, that means giving your visitors access to the various sides of your artistic personality via text-based navigational links in your menu and through graphic links that clearly communicate the scope and variety of your abilities through amazing images of your work. 

Optimize Your Genre Specific Pages 

Once you've created that great home page that highlights everything you do creatively, now you need to turn your attention to the genre-specific pages your site visitors will be visiting. So using our friend Lorraine as an example again, she'll want to have a page devoted to her custom pet portraits and one focused upon her fine floral art.

On the pet portrait page, I would encourage her to include past work examples that tell the story of her process. I would suggest she show examples of her source materials, like the photos she used in painting a portrait, show a picture of that custom portrait in process, and then finally a final shot or two of the finished piece, including one in situ if possible. I would finish out that page with information on the commissioning process and how a client can connect with her to get a portrait project started.

Now since her floral art pieces are most likely ready to purchase, I would recommend that this page include pieces of currently available work, along with the prices, as well as examples of few sold pieces in their final homes when possible. Again, I would make sure visitors to this page on her site can easily learn how to purchase originals and prints of her art, as well as how to connect with her for a commissioned floral creation.

Finally, creating genre-specific pages with unique pictures and descriptions greatly enhances your site's ability to be found on the internet. These become anchor pages for those topics and genres on your website, making them easier for your clients to find when searching for "custom pet portraits," for example.

Experiences and Insights from Artists Who Have Created their Own Websites
There are several experiences and insights from other artists who have created their own websites that can be helpful to those looking to do the same. Here are some key takeaways:

1. Utilize website-building platforms: Many artists have found success in using website-building platforms such as Weebly, Wix, and Square Space. These platforms provide user-friendly interfaces and customizable templates that make it easy to showcase artwork and create a visually appealing website.

2. Incorporate e-commerce features: Some artists have chosen to include e-commerce functionality on their websites, allowing them to sell their artwork online. Adding features like online galleries and shopping carts can provide a convenient way for art enthusiasts to purchase artwork directly from the artist's website.

3. Focus on creating a connection: Artists have found that visitors to their websites often want to feel a connection to the artist and their art. Including artist biographies, personal stories, and behind-the-scenes content can help create a sense of connection and authenticity.

4. Optimize for search engines: Artists have learned the importance of optimizing their websites for search engines, such as Google. This involves using relevant keywords, writing descriptive image captions, and including meta tags. By doing so, artists can increase their chances of being discovered by a wider audience online.

5. Seek feedback and make improvements: Many artists have engaged with their audience and sought feedback on their websites. This feedback can help identify areas for improvement, such as website navigation, load times, or overall user experience. Making regular updates and enhancements based on feedback can lead to a better overall website.

6. Learn from others: Artists have found inspiration and guidance from fellow artists who have successfully created their own websites. They often explore other artists' websites, analyze their design choices, and learn from their strategies for promoting and selling their art online.

By considering these experiences and insights from other artists, individuals can gain valuable knowledge and make informed decisions when creating their own websites.

How Can You Market & Promote Your Artwork Online?
To effectively market and promote your art online, it is important to establish a connection between yourself, your artwork, and your potential audience. While I am not an expert in this field, I can provide you with some general recommendations:

1. Build an engaging online presence: Create a compelling website or portfolio that showcases your artwork, provides information about your creative process, and shares your story as an artist. This will help establish a connection between you and your audience.

2. Leverage online marketplaces: Utilize popular platforms like Etsy, Cartel, or other suitable online marketplaces to reach a wider audience and increase your chances of being discovered. Ensure that your artwork is well-presented, accompanied by accurate descriptions, and contains appropriate tags or keywords to improve visibility.

3. Self-publish a book: Consider self-publishing a book related to your journey as an artist, your techniques, successful projects, or even anecdotes from your career. This can create curiosity and drive people to search for more information about you and your work.

4. Engage with your audience: Actively participate in online communities, forums, or social media platforms that are relevant to your niche or art style. Share your knowledge, experiences, and process with others, and make an effort to connect with fellow artists and potential buyers.

5. Collaborate with influencers or bloggers: Seek out influencers or bloggers in the art and design community who may be interested in featuring your artwork or writing about your creative process. This can help increase your visibility and attract new followers.

6. Harness the power of digital marketing: Explore various digital marketing techniques, such as search engine optimization (SEO), social media advertising, email marketing, or content marketing. Learning the basics or collaborating with someone knowledgeable in this area can significantly boost your online presence.

Remember, your success as an online artist largely depends on creating meaningful connections with your audience, effectively showcasing your work, and utilizing various online platforms and marketing strategies to expand your reach.

What Should I Name My Artist Website?
Almost 100% of the time, I recommend an artist use their name as their primary domain either your name dot com or your name studio/art/artist, etc dot com. You are the brand and you are who people will remember, not some obscure art business name you come up with. Market yourself as you, the artist and name your website the same.

It's All About the People

So whether you end up with one website or two for what you do, always keep your visitor, the prospective client's experience in mind.   Your site should peak curiosity, showcase your talents, inspire and inform your visitor all while providing a clear, simple pathway for them to connect to you and the art you create.

 I hope this has helped. Thanks for reading.  ​