This article was created for this last weekend’s Career Strategies for Visual Artists Workshop presented by Greater Hartford Arts Council.

Every artist should have an online portfolio. Many artists however are either too busy making art or simply just don’t know how to get started. If you do have an online portfolio this article will help you make it the best it can be. If you don’t yet have one, the tips and resources here will help you as you begin to develop your artistic showcase.

Creating your online portfolio need not be intimidating, but it’s also not something you will be able to do in a day. Slow and steady wins the race here. The development of an outstanding portfolio is a journey but it can be a really enjoyable trip. Just like the other artistic pursuits you embrace, it can be amazingly creative and express the unique aspects of who you are. Be free with it, be creative and make your portfolio something truly special that showcases you and your work.

1. Who are you trying to impress?
Just like with any graphic design job, the question must be asked, who is your target audience? Are you building this portfolio to get into galleries? A museum? Or to sell your work to buyers and collectors? Your mission is the message and all elements of your portfolio should be geared to your mission.

2. What kind of presence do you want to have?
Online portfolios mainly come in 3 favors. A website, a blog or a third party solution. The third party sites will not usually provide you with a domain name of your own but rather something along the lines of www.theirsite.com/artistportfolio/yourname. They may also not allow for a lot of customization but they do have their place and their benefits (more on this later).

Frankly, I recommend having a website or blog of your own as the foundation of your online presence. Obtaining your own website and domain name (www.yoursite.com) will demonstrate professionalism and show your target audience that you mean business. Once your have your own website or blog, you can then supplement that foundation with third party solutions such as Artslant,  Behance or Carbonmade. These third party sources often have established audiences and can help to increase traffic and direct new interests back to your foundation site. They also work as an additional web presence for your business.

3. Focus on your art
Flash portfolios may look fancy and fabulous but really your portfolio is not about displaying cool technology or the design stylings of the web designer. It is about displaying your work and keeping the viewer invested and focused on YOUR work. When selecting pieces for your portfolio make sure that the photography is exceptional. Nothing kills a great portfolio faster than bad photography. Believe me, art photography is much more involved than simply taking a snapshot.

Ensure that your work displays accurately online because computer screens, different browsers, resolutions and platforms will change the color and resolution of your photographs thus possibly affecting the quality of your portfolio. Mobile accessibility is another platform to be mindful of. Choose works which showcase your best application and technique and show a variety of work. It’s better to have fewer pieces in your portfolio then a lot of half-hearted or incomplete works. I can not over emphasize this enough… You DO NOT have to show everything in your oeuvre. Show the best. Show it large. Show details. Always include information on the title, size and medium used.

You DO NOT have to show everything in your oeuvre. Show the best. Show it large.

4. Provide information about you.
Many artists hate to write or include artist statements. “The work speaks for itself”, right? However in the online environment, an artist statement should always be included. This allows the viewer (your potential buyer) to know a little bit about you and your work…. they don’t have the luxury of meeting you in person or chatting with you at an opening. Share a bit of yourself with your viewers and include past and upcoming exhibitions and shows. Start the conversation.

5. Provide a direct means of contacting you.
Your contact info should be included in several areas your website or blog. Create a dedicated “Contact” page which includes all the ways of contacting you. Include your email address, your phone number and any social media outlets which you participate in (Facebook, Twitter, MySpace, Linkedin). You do not need to include the address of your studio (for safety sake). Including your contact info on each page or directly within your portfolio is also recommended.

6. Include SEO
SEO is short for search engine optimization. Including keywords in your website will help ensure a steady stream of web traffic. It seems strange to say but the website you just created for marketing now needs to be marketed. If folks don’t know your site is out there, there is little chance that they will find you. So market market market!! For instance, if you are an abstract artist working in oil, you will want to include these terms in the body of your website text, in the title bar and in your portfolio page. Don’t go crazy here and over do it… a few references will work just fine.

It seems strange to say, but the website you just created for marketing now needs to be marketed.

Additionally, those third party sites we talked about earlier will increase traffic to your site. Make sure you include your domain name on all third party sites and on all your business materials too. Building traffic will help turn visitors into contacts.

So now that you have some basics to get yourself started or expand on your present portfolio, I hope you are feeling a bit more comfortable with the whole process. Just remember, choose the best of the best and have fun being creative with your new portfolio.

Resources:
Dragonfly Blu Design – Graphic, Web Design and Marketing for the Arts
AIGA CT – The professional association for Design
Behance
Carbonmade
Coroflot