Optimize Your Artwork for Increased Online Sales: A Practical Guide

Written by Daisie Team

Published on 6 June 2023 12 min read

Online art sales have soared in recent years, and it's more important than ever for artists to optimize their artwork for online sales. In this practical guide, we'll show you how to optimize your artwork for online sales, focusing on understanding your audience, optimizing visual content, creating engaging descriptions, leveraging social media, and tracking and analyzing your progress. Let's dive in!

1. Understand Your Audience

Before you start promoting your artwork, it's essential to understand who you're targeting. This will help you tailor your content and strategies to appeal to the right people, ultimately leading to increased sales. Here's how:

Identify Your Target Market

First, think about the type of art you create and who would be most interested in buying it. Consider factors like age, occupation, income, and interests. For example, if you create abstract paintings, your target market may be interior designers, art collectors, or homeowners looking to enhance their décor.

Once you have a general idea of your target market, you can further refine it by considering the following:

Price range: What price points do your potential customers usually shop at? This can help you price your artwork accordingly.
Niche: Are there any specific niches or subcultures that your art appeals to? For example, if you create art inspired by video games, your target market may include gaming enthusiasts.
Geographic location: Consider whether your art appeals more to people in certain regions or countries.

Research Buyer Personas

Once you've identified your target market, it's time to create buyer personas, or fictional profiles of your ideal customers. These personas can help you better understand your audience and create content that resonates with them. To create your buyer personas, consider the following:

Demographics: Age, gender, location, occupation, income, and education level.
Psychographics: Interests, hobbies, values, and beliefs.
Behavior: How do they typically shop for art? Do they prefer to buy online or in-person? What factors influence their purchasing decisions?

When creating your buyer personas, aim for 2-3 distinct profiles to ensure that you're catering to a diverse range of potential customers.

Analyze Your Competition

Lastly, it's important to analyze your competition to see how they're attracting customers and positioning their artwork. By understanding their strategies, you can identify opportunities for your own art to stand out and appeal to your target audience. Here's what to look for when analyzing your competition:

Visual content: What types of images, videos, or other visual content are they using to showcase their artwork?
Descriptions: How do they describe their artwork? What language and keywords do they use?
Pricing: How are their prices compared to yours? Are they offering any promotions or discounts?
Social media presence: What platforms are they using, and how are they engaging with their followers?

By assessing your competition, you'll be better equipped to optimize your artwork for online sales and connect with your target audience.

2. Optimize Visual Content

Now that you have a better understanding of your audience, it's time to focus on the visual aspect of your artwork. After all, art is a visual medium, and your online presentation plays a significant role in attracting potential buyers. Here are some tips on how to optimize your artwork for online sales through visual content:

Use High-Quality Images

When showcasing your artwork online, it's essential to use high-quality images that accurately represent your creations. Low-quality or poorly lit images can deter potential customers and negatively impact your online sales. Here are some tips to ensure your images are top-notch:

Resolution: Aim for a minimum resolution of 72 dpi for web use, but higher resolution images (300 dpi or more) are ideal for customers who may want to zoom in and see the finer details of your artwork.
Lighting: Natural light is usually the best choice for photographing art, as it helps to accurately capture colors and textures. Avoid using flash, as it can create harsh shadows or glare.
Angles: Provide multiple angles of your artwork, including close-ups of any interesting details or textures. This allows potential buyers to appreciate your art from various perspectives, making it more likely for them to make a purchase.

Image SEO Techniques

Optimizing your images for search engines is a crucial aspect of increasing your artwork's online visibility. By applying some simple image SEO techniques, you can improve your chances of appearing in search results for potential buyers. Here's how:

File names: Use descriptive file names that include relevant keywords, such as the title of your artwork and your name as the artist. For example, instead of "IMG_1234.jpg," use "abstract-painting-by-jane-doe.jpg."
Alt text: Add descriptive alt text to your images, which helps search engines understand the content of your images. This is especially important for visually impaired users who rely on screen readers to navigate the web. Include relevant keywords in your alt text, but avoid keyword stuffing.
File size: Large image files can slow down your website, leading to a poor user experience and lower search engine rankings. Compress your images using tools like Photoshop or online image compressors to reduce file size without sacrificing quality.

By incorporating these image SEO techniques, you'll be well on your way to optimizing your artwork for online sales.

Include Video and Interactive Content

Beyond static images, consider using video and interactive content to showcase your artwork in a more engaging way. This can help potential buyers connect with your art on a deeper level and encourage them to make a purchase. Here are some ideas to get you started:

Video tours: Create short video tours of your studio or gallery space, showcasing your artwork in its natural environment. This gives potential buyers a behind-the-scenes look at your creative process and helps them visualize how your art would look in their own space.
Artist interviews: Share short video interviews where you discuss your artwork, inspiration, and creative process. This helps to humanize you as the artist and allows potential buyers to connect with you on a personal level.
Interactive elements: Consider adding interactive elements to your website, such as 360-degree views of your artwork or virtual gallery tours. This allows potential buyers to explore your art in a more immersive way and may increase their likelihood of making a purchase.

By incorporating video and interactive content into your online presence, you'll create a more engaging experience for potential buyers and optimize your artwork for online sales.

3. Create Engaging Descriptions

After putting effort into optimizing your visual content, it's time to focus on the written side of your online presence. Crafting engaging descriptions for your artwork is a key factor in attracting potential buyers and boosting online sales. In this section, we'll cover some practical tips on how to create compelling titles, use descriptive language, and include relevant keywords in your descriptions.

Write Compelling Titles

First impressions matter, and the title of your artwork is often the first thing potential buyers see. A well-crafted title can pique their interest and inspire them to learn more about your art. To create compelling titles, consider the following tips:

Be descriptive: Instead of generic titles like "Untitled" or "Abstract Art," use descriptive phrases that convey the essence of your artwork, such as "Sunset Over the City" or "Whispers of the Forest."
Keep it short: Aim for titles that are concise and easy to remember. Longer titles can be overwhelming and may not stick in the minds of potential buyers.
Use emotional language: Incorporate words that evoke emotion or curiosity, as these can help create a connection between your artwork and the viewer. For example, "A Moment of Serenity" or "The Enigmatic Gaze."

Remember, a strong title can be the difference between someone clicking on your artwork or scrolling past it, so take the time to craft something unique and engaging.

Use Descriptive Language

Once you've captured their attention with a compelling title, it's important to keep potential buyers interested by using descriptive language in your artwork descriptions. This helps them visualize and connect with your art on a deeper level. To do this effectively, consider the following:

Describe the visual elements: Use specific words to describe the colors, shapes, textures, and techniques used in your artwork. This helps potential buyers understand what they're looking at and appreciate the nuances of your creation.
Share the story behind the art: People love stories, and sharing the inspiration or meaning behind your artwork can create a personal connection with potential buyers. This also sets your art apart from others, making it more memorable.
Highlight the value: Emphasize any unique materials, techniques, or accolades associated with your artwork. This can help showcase the value of your art and justify the price for potential buyers.

By using descriptive language in your artwork descriptions, you'll help potential buyers form a connection with your art and increase the likelihood of online sales.

Include Relevant Keywords

As you craft your engaging descriptions, don't forget to include relevant keywords to help optimize your artwork for online sales. This can improve your search engine visibility and attract more potential buyers to your website. Here's how to do it effectively:

Research keywords: Identify popular search terms related to your artwork, such as "abstract painting," "landscape photography," or "ceramic sculpture." You can use tools like Google Trends or keyword research tools to find relevant keywords for your art.
Use keywords naturally: Incorporate your chosen keywords into your descriptions in a way that feels natural and doesn't disrupt the flow of your writing. Avoid keyword stuffing, as this can actually hurt your search engine rankings.
Include keywords in titles and headings: Remember to use your keywords in your artwork titles and headings, as these carry more weight in search engine algorithms. This will help improve your visibility when potential buyers search for art like yours.

By including relevant keywords in your descriptions, you'll be one step closer to optimizing your artwork for online sales and attracting more potential buyers to your website.

Now that you've created engaging descriptions for your artwork, it's time to harness the power of social media to reach a wider audience and increase your online sales. Social media platforms can be incredibly effective in showcasing your art, connecting with potential buyers, and expanding your network. In this section, we'll discuss how to choose the right platforms, share your artwork consistently, and engage with your followers to optimize your artwork for online sales.

Choose the Right Platforms

With so many social media platforms available, it's essential to select the ones that best suit your artwork and audience. Here are a few tips to help you make the right choice:

Visual platforms: Since art is a visual medium, focus on platforms that prioritize visuals, such as Instagram, Pinterest, and Facebook. These platforms allow you to showcase your artwork in a visually appealing way and attract potential buyers.
Target audience: Consider the demographics and interests of your target audience. For example, if your art appeals to a younger crowd, Instagram might be the best fit, while a more mature audience might prefer Facebook.
Niche communities: Don't overlook smaller, niche platforms like DeviantArt, Behance, or Dribbble. These communities can provide valuable opportunities to connect with other artists, art enthusiasts, and potential buyers who are specifically interested in your style or medium.

By choosing the right platforms, you'll increase your chances of reaching the right audience and optimizing your artwork for online sales.

Consistency is key when it comes to social media success. Regularly sharing your artwork can help you build a loyal following, maintain visibility, and ultimately increase online sales. Here are some tips on how to share consistently:

Create a schedule: Establish a posting schedule that works for you, whether it's daily, weekly, or somewhere in between. This will help you stay organized and ensure that you're regularly sharing new content with your followers.
Vary your content: Mix things up by sharing different types of content, such as behind-the-scenes glimpses, work-in-progress shots, finished pieces, and even reposts of your older artwork. This can keep your followers engaged and showcase the breadth of your artistic talents.
Use hashtags: Include relevant hashtags in your posts to increase their visibility and reach a wider audience. Research popular hashtags within your art niche and use them strategically to attract potential buyers.

By sharing your artwork consistently and strategically, you'll be well on your way to optimizing your artwork for online sales.

Engage with Your Followers

One of the most effective ways to optimize your artwork for online sales is to connect with your audience on a personal level. Engaging with your followers helps build trust, foster relationships, and ultimately, encourage sales. Here's how you can effectively engage with your followers:

Respond to comments: Take the time to reply to comments on your posts, answer questions, and thank your followers for their support. This demonstrates that you value their input and appreciate their interest in your art.
Ask for feedback: Encourage your followers to share their thoughts on your work or provide suggestions for future projects. This not only helps you improve your art but also makes your audience feel more invested in your success.
Collaborate with others: Partner with other artists, influencers, or brands within your niche to create unique content, host giveaways, or promote each other's work. This can help you reach new audiences and create a sense of community around your art.

By actively engaging with your followers and building genuine connections, you'll create a loyal fan base that can help drive online sales and optimize your artwork for success.

5. Track and Analyze Your Progress

Optimizing your artwork for online sales is an ongoing process, and as with any successful strategy, it's essential to track and analyze your progress to determine what works and what can be improved. In this section, we'll discuss how to use analytics tools, monitor sales trends, and adjust your strategies to ensure you're continually optimizing your artwork for online sales.

Use Analytics Tools

To measure the effectiveness of your optimization efforts, you'll need to utilize analytics tools. These tools can help you track important metrics, such as views, clicks, and conversions, which can provide valuable insights into your performance. Here are some popular analytics tools you can use:

Google Analytics: This powerful tool can help you track website traffic, visitor behavior, and conversions. By understanding which pages and products are performing well, you can focus on promoting those pieces and adjusting your strategy accordingly.
Social media insights: Most social media platforms, like Instagram and Facebook, provide built-in analytics tools that allow you to track engagement, audience demographics, and post performance. This can help you tailor your content to better resonate with your target audience.
E-commerce platform analytics: If you're selling your artwork on an e-commerce platform, such as Etsy or Shopify, you'll have access to sales data and customer insights. Use this information to identify trends and make informed decisions about pricing, promotions, and product offerings.

By using analytics tools, you'll gain a better understanding of how to optimize your artwork for online sales and make data-driven decisions to improve your results.

Monitor Sales Trends

Keeping an eye on sales trends is crucial for understanding what resonates with your audience and what areas may need improvement. Monitoring trends can help you identify opportunities for growth and anticipate changes in your market. Here are some tips for tracking trends:

Seasonal trends: Be aware of seasonal fluctuations in sales, such as increased demand during the holidays or a slowdown in the summer months. Adjust your marketing and promotional efforts accordingly to capitalize on these trends.
Popular styles and subjects: Pay attention to what types of artwork are selling well and which ones are not. This can help you refine your offerings and create pieces that better align with customer preferences.
Market shifts: Stay informed about changes in the art world, such as new platforms, emerging artists, or evolving consumer tastes. This can help you stay ahead of the curve and adapt your strategy to remain competitive.

By monitoring sales trends and staying agile, you'll be better equipped to optimize your artwork for online sales and navigate the ever-changing art market.

Adjust Your Strategies

Finally, it's important to remember that optimization is an ongoing process. As you track your progress and analyze your data, you'll likely find areas where you can make improvements or adjustments to better optimize your artwork for online sales. Here are some suggestions for refining your approach:

Experiment with new techniques: Don't be afraid to try new marketing tactics or explore different artistic styles. Sometimes, stepping out of your comfort zone can lead to growth and unexpected success.
Set realistic goals: Establish achievable objectives for your online sales, such as increasing website traffic, growing your social media following, or improving conversion rates. Regularly review your progress and adjust your goals as needed.
Learn from your peers: Connect with other artists and art professionals to share experiences, insights, and advice. Learning from those who have found success in the online art world can provide valuable guidance and inspiration for your own journey.

By continually refining your strategies and staying open to change, you'll be well on your way to learning how to optimize your artwork for online sales and achieving long-term success in the competitive art market.

In conclusion, optimizing your artwork for online sales requires a combination of understanding your audience, creating visually appealing content, crafting engaging descriptions, leveraging social media, and tracking your progress. By following this practical guide, you'll be well-equipped to navigate the online art world and increase your chances of success. Remember, the key to optimizing your artwork for online sales is to stay persistent, adaptive, and open to learning from your experiences.

If you're looking to further optimize your artwork for increased online sales, don't miss Rachel Christopoulos' workshop, 'How To Start Licensing Your Art'. This workshop will teach you the ins and outs of art licensing, helping you expand your income streams and maximize your art's earning potential.