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Social proof: what is it and how do you add it to your website?

Social proof: what is it and how do you add it to your website?

Why artists, makers and creatives need a website

One of the biggest hurdles to online sales is trust. After all, you are asking a stranger to pay for something that they haven’t seen in person, and to believe that you are going to send it to them.

There are a number of things you can do to develop trust with potential collectors or clients online, like telling stories, developing relationships with them, and showing up consistently online. These are all important in your long term marketing strategy. But there is a shortcut to trust that you can use to bridge the gap and add instant credibility to your website. Social proof!

Social proof is a powerful psychological phenomenon that you cannot afford to ignore if you are marketing your work online. Most people will naturally mirror actions and opinions of people around them. 

Here are several examples of how you can add social proof to your website.

1. Testimonials.

That email from the collector who loves your work letting you know it arrived safely and how much they love it.

The WhatsApp message from a collector showing you how they framed the latest piece they bought from you.

A review left on Etsy (or any other online art sales website you’ve used) about how great your artwork looks with the rest of the art on her wall.

Any of the above would make a great testimonial on your website. Sprinkle them about like the magic fairy dust they are.

2. Press.

Take every opportunity to direct visitors to press articles about you. Don’t forget to open a link in a new window to avoid directing your visitor away from your website.

As seen/featured in/on…

Add these to your about page or a section of your homepage.

3. Social media mentions.

Find social media mentions from happy collectors or clients and either embed these on your website, or take a screenshot and add as an image to your site.

Here are some instructions from Hubspot about how to embed various social media posts.

4. Are you represented by a gallery or have you done commission work for a home decor shop or interior designer?

Let visitors know that they can see your work in person at the gallery that represents you.

Be sure to show off photographs of your commission work done for interior designers, shops or even private collectors.

This post is one of a series of tutorial posts that I am writing for my Facebook group of artists and creatives who want to get their online presence up to scratch and create a practical online marketing strategy while we are self-isolating. Let’s come out the other side of this time better prepared to make a good living with our creative talents. You can join us here.

Learn more about creating a website and marketing your art, creative services or products online with Websites for Artists.

Tracy Algar is a visual artist, web designer and online marketing specialist who has been selling her art online since 2013. For more tips on creating a website and marketing your art and creative products online subscribe to her email list below or Like her Facebook page.

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