Art World Marketing



Improving Conversion & Sales Through Your Artwork Description.

Many galleries are waking up to the reality that having a website is critical in marketing their art and artwork content to the audience. As a gallery, you will have to publish descriptions of the artwork that bring traffic, drive sales, and describe the works as they are.

An artwork description is a brief content written to accompany any piece of art available on a gallery’s website, giving more insight and understanding of the art on display. Generally, the content should be short and clear to enable the reader to gather insightful information within the shortest time possible.

Writing an art description is essential to any gallery with a website. The written content engages the viewer while creating a conducive atmosphere for the art to speak to them, raising their buying chances.

Artwork descriptions can be challenging to write, especially for galleries without a large online presence. It takes time to master the skill of giving brief information about any artwork. Here are tips on how to write catchy descriptions for your art gallery’s website.

Style: Find An Audience Friendly Way of Talking.

The written description of any art may have a wider audience than anticipated. Therefore, it is vital to remember that some people reading that description might have little to no knowledge about art, while others may be well grounded in art matters.

The description should be easy to understand, requiring no need for clarification. Everyone reading should grasp your message. The writing tone should be neutral and friendly, focusing on critical issues like purpose, goal, and techniques used to make the art.

Painting in a Museum

Ranking Your Website: SEO Friendly Content.

SEO, Search Engine Optimization, is a web information ranking system based on the relevance of websites. To ensure your art appears among the top searches on the gallery website, you must write an art description per the SEO rules, like keeping the content brief with short structured sentences, adding an H1 title, H2 sub headers, and mentioning the artwork name as well as the artist’s name.

Gallery using SEO to draw visitors

Tone of voice: Be Clear in Your Art Descriptions.

In writing an art description, clarity is critical. How you structure your sentences and the words you use matter a lot. Never make the content too technical or complex to read and understand, as this will make your audience shy away from the website.

Write a description to reach the ordinary person who knows nothing about art and the art-gallery goer. You never know where your audience lies.

Structure and Length: Be Concise.

An art description should be short written content, not exceeding two paragraphs. More extended art descriptions capture unnecessary information that might overwhelm viewers and bore them.

Brief descriptions allow the reader to capture necessary information within a short time. This raises the chances of your artwork selling.

As such, art descriptions should generally be short and bold, ranging between 150 and 200 words and describing vital information about your artwork. Avoid writing longer art descriptions as they make it hard for the reader to follow the story you’re trying to tell.

The Actual Content: True Information.

Apart from the basics, art descriptions should capture a brief history of the art on display, explaining for example its inspiration. All the symbolism and influences that dictated the art creation can be mentioned and explained.

You can also capture the artistic process as part of the description, summarizing how the art was created, and the techniques or materials used. Giving the reader true information always helps with conversion.

We Help Your Gallery Find the Right Tone of Voice.

Let’s together work on your art descriptions, so you drive sales, bring in more visitors and communicate how it fits your gallery. We’re looking forward to the next step!