In the last newsletter, “What Does It Take to Become a Professional Artist? – Part 1: The Foundation”, I talked about how there’s a clear difference between simply calling yourself an “artist” and actually being recognized as a professional one.
According to the Canada Council for the Arts, a professional artist is someone who 1) has received professional training, 2) is recognized by their peers, and 3) has a history of public presentations or published work. Remember that? I also shared my thoughts on how, beyond those public criteria, having a serious mindset and a system that allows you to keep creating consistently is just as important.
In that same piece, I also shared what I believe are the three key conditions to being a professional artist:
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having your own website,
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developing a unique style or theme, and
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continuing to exhibit and sell your work
Today, I want to go a little deeper into the first one—your website.
For an artist, a website isn’t just a place to show your work and list your contact info.
It’s more than a pretty portfolio. A good artist website shows your identity, your intention, and your long-term commitment as a professional. So what does a website that truly reflects you as an artist look like? Let’s dive in.
Previously Artist and Art historian, Product designer, Marketing design agency owner, and even art community founder for a nonprofit organization—I’ve searched through countless artist websites and reached out to many artists directly. I’ve also designed and built a lot of websites through my design studio.
From a User Experience (UX) and User Interface (UI) perspective
One thing I always emphasize: don’t use too many colors on your website.
From an accessibility point of view, the colors you use need to have clear contrast and help your work stand out. As an artist, you’re already using a wide range of colors in your art. So when it comes to your website, one or two intentional colors—sometimes even just black and white—is more than enough.
The key isn’t what colors you like, but what colors match your work and reinforce your identity. Color isn’t just decoration—it’s part of your visual language.
And how you display your work matters.
Don’t just throw every image into one gallery. Try organizing by year, by series, or by theme. Let people see the flow and evolution of your work. And of course, make sure you include the title, medium, dimensions, year, and a short description for each piece.
High-quality images are just as important. If you don’t have a camera, try photographing your work in the shade on a bright day. No harsh shadows, no color distortion. A clear, high-res image can speak louder than any fancy website layout.
One last thing here—mobile optimization isn’t optional. Most people will see your website from their phone, not their computer. So responsive design is a must. Make sure your site still looks clean, works well, and loads quickly on a small screen. If your layout only works on desktop, you’re already losing half your audience.
From the perspective of an Artist and Art Historian
Your website is your space—and it should hold all the essential information about who you are as an artist.
Making art isn’t just about putting something on canvas—it’s a way of thinking, a position, and a response to your time.
Sometimes, you might share a personal story through your work. Other times, you might express a view on society or life itself. The story behind your art, and the way it invites people in—that’s a huge part of contemporary art today.
That’s why a simple About page isn’t enough.
Your Artist Statement is where you lay out the questions and ideas that run through your work. And that story shouldn’t live in isolation—it should also show up in your artwork pages. Even a short sentence or two can help viewers connect with your pieces.
Sharing your process through journal entries or videos can also help people understand your world better. But the most important thing is this: don’t let your stories scatter across different platforms like Instagram or newsletters. Bring them together—archive them—on your website, where they belong. Your website isn’t just a place to show work. It’s a place to keep your voice and your journey.
From a Marketing Design perspective
From a marketing point of view, the relationship between artist and audience is way more personal and emotional than a regular buyer and brand.
Unlike mass-produced products, art is something people want to stay connected to. They want to follow your growth, understand your work, and maybe—someday—own a piece of it.
So your website shouldn’t just be a gallery. It should be a place where real connection begins.
Give your fans a way to stay close. Let them see more of who you are and how you think.
Email marketing can help too—not in a spammy way, but by sharing updates, exhibition news, or even photos of your work installed in someone’s space. That kind of consistent communication helps you build a recognizable voice and brand.
To support that, your website should include a Subscribe button, links to your socials, and a contact form at the very least. If you can, include a downloadable PDF portfolio or a section for curators to reach out for proposals. Make sure your call-to-action buttons are easy to find and clearly worded.
In fact, an artist’s personal website is often the first source of information that art world professionals turn to. After seeing work at an offline exhibition or on social media, they’ll usually search the artist’s name—and the first place they go is the website. A curator at a U.S. art museum once said, “An artist’s website is often reviewed before catalogs, press materials, past exhibitions, or reviews.” It’s hard to fully grasp an artist’s career, context, or depth just from social media. But a website clearly and systematically presents things like the artist’s bio, exhibition history, portfolio, and artist statement. For curators and galleries, it’s one of the most trusted places to start when seriously considering a collaboration.
Maybe you haven’t seriously thought about building your own artist website until now.
Or maybe you already have one, but it’s just sitting there without much life.
If reading this helped you see how your website can reflect your identity as an artist, tell your story, and show the direction of your work in ways social media never could—then I’m already glad I wrote this.
And here’s one question I want to leave you with:
What if, one day, your social media platforms just disappeared?
Don’t leave your history and voice in the hands of someone else’s platform.
Build your own space. Make it yours. And show the world who you are—on your terms.
That’s where your journey as a professional artist really begins.
The reason I’ve written so much about this isn’t just because I like the topic.
I’m still building websites for artists today, helping them shape a space that fits their work and their vision.
Our design studio, SayLizard, focuses on creating websites that don’t just “look good”—but that carry the artist’s voice, their story, and their intention.
Right now, I’m offering a special artist rate—50% off the regular $1499 package—to make this more accessible. If creating your own space has been on your mind, this could be the perfect time to start.
Learn more here: 👉 www.saylizard.com
If building a space that truly reflects who you are as an artist is something you’ve been meaning to do, this could be a good moment to start.
A website is one of the first ways you connect with the world as an artist.
So think about what kind of door you want to open—and if you’d like someone to help build it, I’d love to walk through that process with you.