Your homepage is the front door to your art business.

It’s where collectors, galleries, and the media first land when they hear your name, see your work in a show, or click a link you’ve shared.  Within seconds, visitors decide whether to explore further or leave.

A strong homepage isn’t just pretty. It’s strategic.

It welcomes your ideal audience, builds trust, and guides them toward taking the next step.

Here are five things every artist's homepage should have, plus three common missteps to avoid.

5 Things Every Artist's Homepage Should Have

1. A Clear, Compelling Hero Image or Gallery Sample

Your hero image is the large, attention-grabbing image at the very top of your homepage, often stretching the full width of the screen and visible before you scroll (“above the fold”).

It’s called the “hero” because it’s the star of the page and sets the tone for your entire site.

For an artist, this should be one high-quality piece of your work that represents your style and instantly creates an emotional connection.

Pair it with your name, a short tagline or sentence about your work, and ideally, a call-to-action button, such as “View Available Work” or “Join My Collector List.”

Placement: Right at the top of your homepage. This is the first thing visitors see.

2. Your Artist Name & Tagline Front and Center

Visitors should know within seconds whose website they’re on and what kind of work you create.

Your name should be prominent, and a short tagline or sentence can quickly give context, something like:

"Abstract painter exploring the intersection of memory and landscape" or

"Photographer capturing intimate coastal moments in black and white."

Placement: Integrated into your hero section, ideally over or directly under your hero image.

3. Easy Navigation

Confusing menus are a fast way to lose a visitor.

Your main menu should be simple and intuitive, typically consisting of Portfolio (or Work), About, Contact, and Shop (if you sell online).

Resist the urge to add too many menu items; the goal is to guide people deeper into your site, not overwhelm them.

Placement: At the top of the site, visible on every page.

4. A Direct Call-to-Action (CTA)

Don’t make visitors guess what you’d like them to do next.

If you want them to join your collector list, make that button prominent above the fold.

If you’re focused on selling available work, link directly to your shop.

Clear, action-oriented language makes it easy for visitors to take the next step.

Placement: Near the top (in your hero area) and again toward the bottom of the homepage as a secondary reminder.

5. Proof of Credibility

Social proof matters.

Highlight recent exhibitions, awards, press mentions, or collector testimonials.

A small section featuring logos, short quotes, or “as seen in” badges can quietly build trust without dominating the page.

If you’re just starting out, you can still build credibility:

• Share a short statement about your artistic focus or current series

• Include education or workshops you’ve attended

• Highlight community involvement (art fairs, group shows, volunteer work)

• Link to mentions in local newsletters or blogs

• Add a quote from a peer, teacher, or early collector who appreciates your work
  

The goal is to reassure visitors that you’re an active, engaged artist, even if you’re still early in your career.

Placement: Midway down the homepage, between your introduction area and your featured works section.

3 Things to Skip on Your Homepage

1. Auto-Playing Music or Video

It’s distracting, slows down your site, and can turn visitors away, especially if they’re browsing on a mobile device or at work. Let people choose when to play media.

2. Overly Long Bio or Text Blocks

Your homepage isn’t the place for your full artist statement or life story.

Keep it concise and inviting, and link to your About page for more in-depth details.

3. Cluttered Slideshows or Too Many Images

Too much at once can overwhelm visitors and dilute the impact of your strongest pieces.

Instead, curate a small selection that sparks curiosity and encourages people to click through.

Final Thoughts

Your homepage should do three things:

1. Show visitors your best work.

2. Introduce yourself and your work.

3. Make it easy for them to take the next step.
   

If your current homepage isn’t doing that, start with these five essentials and cut out the distractions.

Small changes can make a big difference in how long visitors stay and how connected they feel to your work.

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