The Artists Business Lounge
Art Business Coaching for Visual Artists
10 Artist Website Copywriting Mistakes (and How to Fix Them)
Writing for your own website can feel like an entirely different skill from making art, and that is because it is. Most artists are not trained in copywriting. When the right words are hard to find, it is easy to overthink or even avoid writing your site content altogether.
But copy matters. Your artist website is often the first place collectors, curators, and galleries encounter your work. Good copy does more than describe – it builds trust, clarity, and connection. Weak or confusing copy, on the other hand, can quietly undermine even the strongest body of work.
Here are ten of the most common artist website copywriting mistakes, and some simple ways to fix them.
1. Outdated Info or Broken Links
If your last “upcoming exhibition” happened years ago, or if a newsletter button leads to an error page, your site looks neglected. This makes visitors wonder whether you are still active.
Fix: Schedule regular updates. Even a small refresh – uploading recent work, editing your bio, or fixing broken links – makes your site feel alive and current.
2. Long Paragraphs Without Breaks
Online visitors skim rather than read every line. Walls of text make that almost impossible.
Fix: Keep paragraphs short, use headings and bullet points, and leave plenty of white space. This makes your content easier to digest and encourages people to stay longer.
3. Writing in Third Person When It Feels Forced
Many artists default to the third person because it sounds more “professional.” But if you wrote it yourself, it can come across as distant or awkward.
Fix: Use first person for your About page unless a gallery, curator, or writer has prepared the text. First person feels more natural and helps readers connect. (Do keep your bio in third person for prizes, catalogues, and formal submissions.)
4. Being Too Vague About What You Do
Phrases like “exploring the human condition” or “working across various mediums” may sound impressive but do not help a visitor understand your work.
Fix: Be specific. Tell people what you make, what it looks like, and what materials you use. Clarity makes your work more memorable and collector-friendly.
5. Leaving the Homepage Unclear or Empty
Your homepage is valuable real estate. A visitor should know within seconds who you are, what kind of art you make, and where to go next.
Fix: Keep it simple and clear. A strong image, a short headline, and an obvious call to action, at a minimum (like “View Portfolio” or “See Available Work”), is far better than an empty or overly cluttered page.
6. No Calls to Action (CTAs)
Without guidance, most visitors will simply leave. Calls to action show them what to do next.
Fix: Add clear CTAs throughout your site. For example:
“Join my email list”
“Browse available works”
“Contact me for commissions”
7. Hidden or Missing Contact Information
Collectors and curators will not chase you down if they cannot find a way to reach you.
Fix: Create a dedicated Contact page with a simple form or links to your social media. If you prefer not to display your email, make sure there is still an easy path for enquiries.
8. Ignoring Captions and Alt Text
Captions and alt text are often overlooked but add real value. They provide context, improve accessibility, and help with SEO.
Fix: Write short, clear captions and use alt text to describe your work accurately. Search engines index these, and visitors appreciate the clarity.
9. Using Jargon or Overly Academic Language
Unless you are writing for a strictly academic audience, dense or abstract language can alienate your readers.
Fix: Write the way you would explain your work to someone genuinely curious at an open studio. Be thoughtful without being hard to understand.
10. Making the Site All About You (Without Thinking of the Visitor)
Your website exists to show your work, but it should also make sense for the person navigating it. If visitors feel lost, they will leave.
Fix: Design your site around the visitor’s experience. Make it intuitive, easy to explore, and welcoming. A collector or curator should feel guided rather than left to figure it out alone.
Build a Stronger Artist Website
Strong website copy is not about overselling yourself. It is about writing clearly, in your own voice, so that visitors understand your work and feel confident to engage further.
If you want extra help, step into Build a Professional Artist Website for a complete, step-by-step course on setting up a site that truly supports your art career.
And this month, I am releasing something new to help artists write their website copy, so be sure to join my subscriber list if you want to know more. Click here to join.
Your words do not need to be perfect. They just need to be clear, useful, and aligned with your practice. When your copy supports your art, your website becomes more than a gallery; it becomes a tool for connection, trust, and opportunity.
Artist Website Copy GPT™️
Finally, a tool that makes your website sound as good as your art looks.
