Crafting Artwork Descriptions for Your Website

We’ve all seen websites that list the art only by title, medium and size, and sometimes not even that.

When you post your art to your website, you increase your chances of connection and sales if you provide some information about the art, in addition to the image(s) in the form of an artwork description (it’s pretty much the equivalent of ‘product descriptions’ you see on any online store you buy from).

The following is some guidance on crafting Artwork descriptions for websites, but is also a useful guide to consider for long-form social posts.

While it may feel onerous having to come up with written descriptions, the more you go through the process of considering and crafting artwork descriptions, the clearer you become about the work and about how to share it with your audiences in a way that connects. 

Your artwork descriptions will also become easier and quicker to craft as you become more practised.

The ideal length and structure of an artwork description on an e-commerce platform can vary, but generally, it’s recommended to keep it concise while providing enough information to entice potential buyers.

Here’s a guideline you may find helpful:

1. Length:

• For an artwork description, aim for between 100 to 200 words. This length is generally sufficient to convey essential information without overwhelming the reader. Shorter descriptions may lack detail, while longer ones might discourage people from reading. Remember as with all important communication, lead with the most interesting, more important information. 

2. Structuring your Artwork Descriptions:

• Introduction (1-2 sentences): Start with a captivating introduction that briefly introduces the artwork and its primary theme or concept.

• Body (3-4 sentences): Use this section to delve into the unique features of the artwork. Highlight the techniques, colours, and any special elements that make it stand out. If there’s a story behind the creation, briefly touch upon it.

• Technical Details (1-2 sentences): Provide concise information about the medium, size, and any specific techniques used. This is essential for buyers who are interested in the technical aspects of the artwork.

• Conclusion and Call to Action (1-2 sentences): Conclude by encouraging the reader to explore more of your portfolio, ask questions, or share their thoughts. Include a subtle call to action that prompts them to consider making a purchase.

3. Readability:

• Use clear and simple language. Avoid jargon that might alienate potential buyers who may not be familiar with art terminology.

4. Formatting Artwork Descriptions:

• Break up the text into short paragraphs for easy readability. You can also use bullet points to highlight key features.

5. SEO Optimization:

• Incorporate relevant keywords naturally. Think about terms potential buyers might use when searching for art similar to yours.

• Craft a compelling title with relevant keywords. Write a concise, engaging meta description to appear in search results.

6. Visual Appeal:

• Consider the aesthetics of the description. If possible, use a visually pleasing font, and ensure there is enough white space around the text. This contributes to an overall positive user experience.
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The goal of your artwork descriptions is to provide enough information to spark interest without overwhelming the viewer. 

Keep the description engaging, informative, and aligned with your artistic style. Don’t assume that your viewer is already familiar with you and your art.

Read your description and ask yourself ‘If they didn’t know me at all would this still make sense?” The answer may be yes, or you may make a subtle adjustment.

Regularly assess the performance of your artwork descriptions and make adjustments based on customer feedback and conversion rates.