How to Build an Artist Website That Actually Converts: For E-commerce

If you're an illustrator, visual artist, or muralist ready to sell your work online, your website isn’t just a portfolio; it’s your storefront, your brand hub, and your most powerful sales tool.

I often see artists with beautiful(or not so beautiful) sites that don’t actually convert.

This guide walks you through the design best practices that turn browsers into buyers, with a focus on accessibility, product presentation, and choosing the right platform for your needs.

Who This Is For

This blog is for artists who:

• Sell physical or digital products online (prints, originals, merch, commissions)

• Want a clean, professional site that encourages purchases

• Who may need a platform that supports both online and in-person sales

• Are ready to grow their e-commerce presence without burning out

Design Best Practices That Drive Sales

1. Accessibility Is Non-Negotiable

Your art deserves to be seen, and purchased, by everyone. That means your website should be:

• Mobile-friendly: Over 60% of users shop from their phones. Test your site on multiple devices.

• Readable fonts: Avoid overly decorative typefaces for body text. Stick to clean, legible fonts.

• Alt text for images: Not only does this help visually impaired users, it boosts your SEO.

• Clear navigation: Make it easy to find your shop, contact info, and about page in one or two clicks.

*Pro tip: Use high-contrast colours and avoid flashing animations. Accessibility isn’t just ethical, it’s good business.

2. Feature Your Products Like a Pro

Your artwork is the star. Make sure it shines with these ecommerce essentials:

• High-quality images: Use natural lighting, multiple angles, and zoom features. Include close-ups for texture. If you have bad photography, this will affect your ability to make sales; don't skip this step.

• Clear pricing: No one wants to hunt for the cost. Make it visible and consistent.

• Product descriptions that sell: Share the story behind the piece, materials used, dimensions, and shipping details.

• Categories and filters: Help users browse by size, medium, price, or theme.

Your product page should be a mini gallery. This means curated, intentional and easy to explore. Bonus points if the site uses breadcrumbs.

3. Choose the Right Platform for Your Goals

In my opinion, WIX is best for artists who are starting out or slowly scaling. For complete transparency, I am a WIX partner, but also a partner on Square, Shopify and Squarespace. I don't get paid to build on these platforms and will recommend the platform that is best for the business.

Wix: Best for Independent Artists just starting online

• A drag-and-drop builder with no coding required

• Built-in ecommerce tools (inventory, shipping, coupons)

• SEO optimization baked into the platform

• Affordable pricing with robust features on the basic plan

• Ability to sell online, in-person, or both (this makes it perfect for folks that do pop-ups, markets or gallery events).

Shopify: Best for High-Volume Sellers

If you’re selling large quantities or want advanced ecommerce features, Shopify is your go-to:

• Superior inventory management and analytics

• Lower transaction fees for high-volume sales

• Scalable tools for growth (email marketing, abandoned cart recovery)

• Requires more design knowledge, but offers powerful customization

• Supports in-person sales and integrates with POS systems, making it ideal for artists with studio shops or retail partnerships.

SEO Matters: Here's Why

Both Wix and Shopify are built with SEO in mind, which means:

• Your art can be found through Google searches

• You can optimize product pages with keywords like “buy art prints online” or “custom murals for sale”

• You’ll rank higher when your site loads fast, is mobile-friendly, and includes alt text

SEO isn’t just for techies; it’s how future collectors will find you. I once worked with a professional artist and asked her what sparked her success. She said it all started with a basic marketing course and a few blog posts. One of those posts showed up in a Google search, a collector found her, and that moment launched her career and visibility.

In my experience coaching artists, about 90% haven’t invested any effort into SEO, and they’ve struggled to gain traction online. That’s often why they come to me. You can have the most stunning website in the world, but if you’re not actively marketing it, it won’t generate traffic on its own. Websites aren’t magic; they need a strategy to work.

Your Website Is Your Studio Online

Building a site that converts isn’t about being flashy; it’s about being clear, accessible, and intentional. With the right platform and design choices, your website can become a seamless extension of your creative practice and a reliable source of income.

Whether you’re just starting or scaling up, remember: you don’t need to do it all at once. Start with what you have, refine as you go, and let your art do the talking.

Ready to launch a website that actually sells your art? I offer affordable, artist-friendly website packages designed to help you get online with confidence. Whether you're starting from scratch or need a refresh, I’ll help you build a site that works as hard as you do. Let’s bring your creative business to life. Contact me today to get started.