ARTISTS WHO SELL: HOW TO WRITE A KILLER SALES PAGE (AND WHY)
Hey there! As an artist, I get it—selling your art can feel like a completely different skill set than creating it. But writing a good sales page doesn't have to be intimidating. In fact, it’s an opportunity to connect with people who love what you do and make them excited to have a piece of it in their lives. Today, I’m breaking down how to craft a killer sales page, step-by-step, and why it’s so important for your art business.
Why Your Sales Page Matters
Think of your sales page as the first handshake with a potential buyer. It's more than just listing a price and a product—it's about sharing your story and why your art matters. A well-written sales page can turn curious browsers into enthusiastic buyers. This page is where you highlight the value of your art, why it's unique, and what kind of emotional impact it will have on the buyer.
Remember, people aren’t just buying a painting; they’re buying a piece of your world. A good sales page makes them feel like they're part of your creative journey.
Step 1: Grab Attention with a Captivating Headline
Your headline is your first impression, ala wearing your best threads to a job interview. Your headline intrigues people into reading on, it gives a hint of what’s to follow, and it can be one of your most powerful marketing tools.
Like any artistic discipline, writing a kick-ass headline takes practice. A great way to try out different headlines is to find examples in other media – magazine covers, sales pages, blog posts and newspaper articles, and try to adopt them to fit your page. So “Now you can quit your job and earn even more money!” becomes “Now you can create your own handmade wedding invitations in minutes and save even more money!”
For example:
- “Bring Tranquility to Your Home with Hand-Painted Seascapes”
- “Add a Splash of Joy to Your Space with Vibrant Abstracts”
A great headline connects with the potential buyer on an emotional level. It should hint at the experience of owning your art, not just describe what it is.
Step 2: Share Your Story
Now that you’re thinking like a sleazy internet marketer, with all your features and benefits written down, it’s time to work on your sales page copy.
Start by writing your story. Why did you create this artwork or this product? What attracted you to the fairy tales, or made you decide to create the photography tutorial? Write as if you were talking to someone – your best friend, or you mom. Write with warmth and honesty, and as you write, describe your journey, your transformation. How has creating or using this product changed you as an artist, as a human being? How has it helped other people?
People connect themselves emotionally to stories – and it’s your story, and the story or your creation, that will sell your product, not any salesy tricks or secrets.
Now that you’re written your story, it’s time to tie it in to your product. Tell your readers about your piece – remember the features and benefits? Now you can use them. Don’t just tell them what the piece is, explain how it will change their lives:
Example:
“I painted this collection during a series of summer evenings, with the sunset light casting golden hues over everything. I wanted to capture the way those moments felt—like time was standing still, just for a little while.”
Now you have the bare bones of a sales page. You’ve just got a few more things to add:
Step 3: Highlight the Benefits
Yes, art is subjective, but there are real benefits to owning art. Does your piece bring calm, joy, or a sense of nostalgia? Will it brighten up their living room or make a thoughtful gift? Make sure to highlight these benefits in your sales page.
Think about it this way: the person buying your art might not know exactly what they’re looking for until you show them. Your job is to paint a picture (pun intended) of how your art will improve their life or space.
Use phrases like:
- “Imagine this piece hanging in your living room, creating a peaceful corner where you can unwind.”
- “A unique gift for anyone who cherishes handmade, one-of-a-kind creations.”
Step 4: Use High-Quality Images
No matter how well you describe your art, nothing can replace seeing it. Quality photos are a must on your sales page. Think about showing your art from different angles, in different lighting, and in a setting that reflects how it might look in the buyer’s space.
If possible, include some close-up shots that highlight the texture, brush strokes, or special details. This helps online buyers feel like they can experience the art more tangibly.
Step 5: Create Urgency
Creating a sense of urgency can help push a hesitant buyer to make a decision. This doesn’t mean you have to resort to aggressive tactics—just a little nudge. Maybe you only made a limited number of prints, or the original piece is one-of-a-kind.
Phrases like these work well:
- “Only 5 prints available—get yours before they’re gone!”
- “This original painting won’t be recreated—own a truly unique piece.”
Urgency works best when it’s genuine. Be honest about what makes your offer limited or special.
Step 6: Social Proof & Testimonials
When people are buying art online, they want to feel reassured that they’re making a good choice. That’s where testimonials and social proof come in. If past buyers have shared their experiences with your art, let potential customers hear about it!
Share quotes or reviews that highlight the positive feelings your art has brought to other buyers:
- “I love how the painting looks in my living room—it’s like a little piece of the ocean!”
- “Beautifully packaged and arrived quickly—couldn’t be happier with my purchase!”
If you’re just starting out and don’t have many reviews yet, consider offering a few pieces at a discount in exchange for feedback.
Step 7: The “Call to Action” (otherwise known as “please give me some money … money for candy.”)
Don’t be afraid to ask for money. You don’t have to be coy about it – simply lay out what you’re offering, name your price, remind them of all the benefits, and give a big shout-out to your buy now button.
If you want people to buy your stuff, all you need do is ask.
PS. Remember, you’re awesomeI’m not entirely clued in on the psychology of the PS – all I know is that at the end of a sales page, your buyer is thinking of all the amazing benefits of your product, of how much they’d love to have one of your prints on their wall, or how it would be the perfect gift for their favorite aunt, but they’re also thinking of the price, and how many bags of chocolate-coated macadamia nuts or lacy underthings they could buy with that money.
Step 8: Make It Easy to Buy
This might seem obvious, but make sure your sales page is user-friendly! The easier it is for someone to buy, the more likely they’ll follow through. Include clear pricing, detailed descriptions of the product, and shipping information.
Offer multiple payment options if possible, and reassure buyers with details about return policies or guarantees. If your checkout process is smooth, customers will feel more confident hitting that “Buy Now” button.
The Emotional Connection
Ultimately, a good sales page is about creating an emotional connection between you and the buyer. It’s about making them feel like your art isn’t just a decoration, but something that brings joy, meaning, and a bit of your creative spirit into their life.
Don’t worry about sounding too “salesy”—just be authentic. Speak from the heart, and let your passion for your art shine through. When you believe in your work, it’s easier for others to believe in it too.
Wrapping It Up
Writing a killer sales page isn’t about using fancy marketing tricks—it’s about understanding what makes your art special and sharing that with the world. By following these steps, you’ll create a sales page that not only helps you sell more art but also connects you with buyers who truly appreciate your work.
So, go ahead and give it a shot! Whether you’re selling your very first piece or adding a new collection to your online shop, you’ve got this. Happy selling, fellow artist!
