Your Website Matters

What Should Be on Your Artist Website Before an Art Fair?

Artist & Gallery Resources

By Mark Shapiro | The Art Fair Advantage

One of the most common mistakes I see artists make before an art fair is spending weeks preparing their booth and almost no time preparing their website.

In 2026, collectors do their homework.

Before they visit your booth.

During the fair.

And especially after they leave.

If someone sees your work, takes your business card, and visits your website later that evening, what will they find?

A professional website can reinforce confidence and help close a sale.

An outdated website can have the opposite effect.

Think of Your Website as Your Digital Booth

Your website should be an extension of your art fair presentation.

The branding.

The imagery.

The story.

The professionalism.

Everything should feel connected.

Your website should feel like your booth.

Your booth should feel like your artwork.

Your artwork should feel like your story.

When everything works together, collectors feel more confident.

Start With a Strong Home Page

Your home page should answer three questions quickly:

Who are you?
What kind of artwork do you create?
Why should someone continue exploring?

Feature one strong image rather than ten average images.

Make a great first impression.

A clean home page tells visitors they are in the right place.

Update Your Portfolio

Before every art fair, review your artwork pages.

Remove older work that no longer represents your current direction.

Feature your newest collection.

Make sure images are professional, properly cropped, and easy to view.

For each artwork, include:

Title
Medium
Dimensions
Year created
Availability, if appropriate
Price or price range, if appropriate

Collectors appreciate details.

Clear information helps reduce hesitation.

Add Your Artist Biography and Statement

Many visitors want to know both the story behind the artwork and the story behind the artist.

Your biography explains who you are.

Your artist statement explains why you create.

Keep both current.

They should be clear, professional, and easy to understand.

Avoid overly complicated art language. Write for collectors, not committees.

Create an Upcoming Events Page

This is one of the most overlooked website sections.

Before an art fair, include:

Art fair name
Dates
Booth number
Location
VIP invitation information
Event links
Short description of what you will be showing

Make it easy for people to find you.

If someone wants to visit your booth, do not make them search through old posts or emails for the details.

Include Clear Contact Information

You would be surprised how many artists hide their contact information.

Do not.

Include:

Email address
Website contact form
Social media links
Studio location or city, if appropriate
Newsletter sign-up
Inquiry button

Make it easy for collectors, designers, galleries, consultants, and media to reach you.

A serious buyer should not have to work hard to ask a question.

Add a Collector Sign-Up Form

Every artist website should offer visitors a chance to stay connected.

A simple form is enough.

Collect:

Name
Email
Interests
Preferred artwork style or series, if useful

This helps build your collector list long after the fair ends.

Someone may not buy today, but they may want to follow your work.

Give them an easy way to stay connected.

My Final Thought

Before every art fair, spend one hour reviewing your website.

Pretend you are a collector seeing your work for the first time.

Ask yourself:

Is everything current?
Is it professional?
Is it easy to navigate?
Can someone contact me quickly?
Does this website support the booth I am about to present?

Because while your booth may only exist for a few days, your website is working for you every day of the year.

See you on the show floor.

— Mark Shapiro
The Art Fair Advantage