Website Navigation for Artists: Creating an Intuitive User Experience
Thoughts & Tips for visual artists and makers on how to create and Intuitive user experience on your website
Reading Time: 8 Min | Last Updated: April 2025
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Quick Takeaways (1-Min Skim)
Intuitive website navigation is critical for visual artist websites - collectors typically need multiple interactions with your work before purchasing, and your website serves as a hub for these touchpoints
Clear menu structures with 4-7 main navigation items create the perfect harmony between comprehensive information and elegant simplicity
Online art buyers want more background information about the artist and artwork before purchasing - your navigation should guide them to this essential context
Take action today: Map your collector journey, audit your current navigation, and craft a navigation structure that elegantly guides visitors through the story of your creative practice
Who this is for: Visual artists, craftspeople, and makers who want to transform their website navigation into a thoughtful pathway that their respects your creative practice while guiding collectors through an intuitive journey.
Why Confusing Website Navigation Is Costing You Connections (and How to Fix It)
You've dedicated countless hours to perfecting your craft and art —developing techniques, refining your aesthetic and concepts, creating work that connects. But when collectors and galleries visit your website, all that collateral can be undermined by something seemingly simple: navigation that confuses rather than guides.
As a website designer and a creative mentor who has worked with artists over the past two decades, I've seen firsthand how thoughtful navigation transforms a website from a digital portfolio into a powerful tool that actively supports your creative practice. The difference isn't just aesthetic—it's reflected in longer visit times, more enquiries, and ultimately, more connections that lead to sales and collaborations.
The Crafts Council Makers Survey 2025 confirms what many of us already know—for independent artists and makers, your website isn't just a digital business card; it's increasingly becoming a crucial sales channel. In person and online sales is now a blended part of the funnel for selling artwork. Yet many artists find themselves caught between showcasing the depth of their practice and creating a structure that visitors can intuitively understand.
In this post, I have set out to guide you in how to develop your website navigation that supports your artistic integrity while creating clear pathways for different visitors—whether they're casual browsers seeking inspiration, serious collectors on the verge of purchase, or collaborators looking to connect, or funders looking to learn more. Together we will look at practical navigation solutions that amplify rather than diminish your creative practice and outputs.
Key Insight: Research shows that collectors typically need 7-8 interactions with an artist's work before making a purchase decision. Your website navigation needs to facilitate these multiple touchpoints by making it easy to explore your work, learn about your process, and connect with you as an artist.
➔ Learn how to organise your portfolio to complement your navigation structure
What is intuitive website navigation for artists?
Intuitive website navigation for artists is a carefully orchestrated system of pathways and signposts that guides visitors through your creative world with such subtle grace that they barely notice the structure—only the experience of discovery. Like a well-designed gallery space, it creates a sense of flow while allowing each piece of work to breathe and speak for itself.
Unlike e-commerce or corporate websites that drive visitors toward transaction, artist websites exist in a more nuanced realm where connection precedes commerce. Your navigation needs to respect this delicate relationship, creating space for both appreciation and action, for both wandering and purpose.
Research reveals that collector journeys are rarely linear— with multiple touchpoints across different channels. Like a constellation of moments rather than a straight line, this journey weaves between digital and physical encounters before culminating in the decision to bring your work into their life. Your website serves as the central star in this constellation, meaning your navigation must welcome both first-time explorers and returning visitors who are gradually building their relationship with your work.
Key Benefits:
Reduced bounce rates - Visitors stay longer when they can easily find what interests them
Higher engagement - Clear pathways encourage deeper exploration of your work and story
Increased conversions - Intuitive navigation removes barriers to purchasing or contacting you
Better collector experience - A well-organised site builds trust and credibility with potential buyers
Elements of Artist Website Navigation
Good navigation for artist websites is like the underlying composition of a beautiful hand thrown ceramic teapot —it creates structure while allowing the spout to pour smoothly. It extends beyond the main menu to include several interconnected elements that work in harmony - i.e the handle and the lid of the teapot.
The primary navigation should be a carefully curated collection of 4-7 main categories—a thoughtful balance that creates order without overwhelming. Like a well-composed still life, each element should have purpose and breathing room. Research reveals that too many choices can create a visual cacophony that leads to decision paralysis, causing visitors to retreat rather than engage.
For visual artists and craftspeople, these main categories typically form a narrative structure:
Portfolio/Work/Gallery - The heart of your online presence, where your creative practice speaks most directly
About - The context that breathes life into the work—your background, process, and concepts the stuff that connects us human to human through art.
Shop/Buy/Available Work - The bridge between appreciation and ownership, where connection deepens through possession
Contact/Connect - The invitation to dialogue, to extend the conversation beyond the digital realm
News/Blog/Journal - The living pulse of your practice, capturing moments of inspiration, news and evolution
Secondary navigation elements can add nuance to this primary structure:
Search functionality - A compass for those who know what they seek, particularly valuable for artists with extensive bodies of work
Breadcrumb trails - Gentle reminders of the path taken, offering context and orientation
Footer navigation - The foundation that supports the experience, housing essential but less immediate information
Call-to-action buttons - Thoughtful invitations that guide the next step in the relationship between visitor and art
Understanding the Collector Journey
To create truly effective navigation, you need to understand how collectors move through the decision-making process when purchasing art and craft. According to research collectors:
Discovery phase - Collectors often first encounter artists on social media (especially Instagram) or at fairs/exhibitions and open studios.
Research phase - They visit your website to learn more about you and your work
Consideration phase - They return multiple times to view specific pieces, read about your process, or browse your portfolio
Decision phase - They seek information about purchasing, pricing, and policies
Post-purchase - They may return to learn more, share your work, or consider additional purchases
Your navigation should support each of these phases, making it easy for visitors to find what they need at each stage. For instance, a first-time visitor might need an obvious path to your "About" page, while a returning collector might be looking for details on a specific piece.
Best practices for aligning navigation with the collector journey:
Use language collectors understand - Avoid industry jargon or overly creative menu labels
Create clear visual hierarchies - Make primary actions visually distinct
Maintain consistency - Keep navigation in the same location across all pages
Provide contextual links - Guide visitors to related content within your site
Include strategic calls-to-action - Direct visitors toward the next logical step
Visual concept created with the help of AI
How to Create Intuitive Navigation for Your Artist Website
Let's transform these principles into a thoughtful practice—balancing strategic clarity with creative integrity:
Map the journeys your visitors take - Like planning the flow through a gallery exhibition, consider the different paths your various visitors might take. Observe the quiet browser who needs space to discover, the purposeful collector seeking deeper connection, and the curious gallery professional evaluating your work. Research reveals that collectors form meaningful connections with artists through multiple touchpoints—ensure your navigation guides them through this relationship-building process with intentionality.
Take inventory of your content landscape - Survey everything that currently exists (or is planned) for your website with an artist's eye for organisation and meaning. Group content not just by type but by the story it tells. Remember buyers seek the context behind the creation—the narrative of process, inspiration, and intent that deepens their connection to the work. Make this rich contextual information a centerpiece of your navigation strategy.
Craft a structure with both clarity and nuance - Distill your content into 4-7 thoughtfully labeled sections that create a clear path while respecting the complexity of your work. For craft based artists it is important to showcase the materiality and process of your practice—the hands that shape the work and the traditions that inform it.
Design visual rhythms and waypoints - Create a visual language for navigation that complements rather than competes with your artwork. Use subtle but consistent cues—active page highlights, breadcrumb paths, visual hierarchies—that guide without distracting from the work itself.
Ensure your navigation translates across all canvases - Your website must respond gracefully to different viewing contexts. The collector's journey often begins with a glimpse of your work on a mobile device (perhaps through Instagram) but deepens through more immersive desktop browsing. Your navigation should maintain its integrity across this transition.
Incorporate strategic calls-to-action - Navigation should do more than help people find information—it should guide them toward desired actions. Include a prominent "Contact" or "Commission" button distinct from standard navigation. Ensure primary CTAs are visually distinct but harmonious with your design.
Test with real users and analyse behaviour - Before finalising your navigation, test it with people unfamiliar with your work to ensure it makes intuitive sense. Once launched, use your website platform analytics to understand how visitors actually use your site, then refine based on real data. Set a calendar reminder to review your navigation analytics quarterly to identify issues early and adapt as your work evolves.
Pro tip: Test your navigation with actual users before finalising it. Ask a few friends or existing collectors to find specific information on your site and observe where they struggle. Their feedback is invaluable for identifying issues you might miss.
➔ Discover why intuitive navigation is one of the most crucial elements of your website
Common Challenges & Solutions
Challenge 1: Balancing comprehensive information with simplicity
Solution: Use a tiered approach to navigation. Keep your main menu simple (4-7 items), then use dropdown menus or secondary navigation on specific pages to organise more detailed content. This allows collectors to dive deeper into areas of interest without overwhelming first-time visitors.
For example, your "Work" section might have subcategories for different mediums or collections, while your "About" section could include sub-pages for your CV, process, and artist statement. Research shows that collectors value understanding your creative process and background, so make these easily accessible through intuitive organisation.
Challenge 2: Accommodating both first-time visitors and returning collectors
Solution: Create clear entry points for different user types. First-time visitors need immediate context about who you are and what you create, while returning visitors often want to see new work or specific information.
Consider a homepage that provides immediate visual impact and clear pathways for both groups. Research indicates that collectors often return to an artist's website multiple times before purchasing, so your navigation should support this repeated engagement by making it easy to discover both new content and revisit previously viewed work.
When a textile artist expanded from purely gallery work to teaching workshops, she added a "Learn" section to her navigation that could accommodate various educational offerings rather than creating separate categories for each workshop type. This approach provided flexibility as her practice evolved.
Challenge 3: Supporting mobile visitors effectively
Solution: Design a mobile-first navigation approach that prioritises the most important actions.
For mobile users, consider implementing:
A clean hamburger menu with expanded menu options
Easy access to contact information and purchasing options
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Common Questions About Artist Website Navigation
Q: How many navigation items should I include in my main menu?
A: For most artist websites, 4-7 main navigation items create the best balance between comprehensive information and avoiding overwhelm. Research on user experience shows that too many choices can lead to decision paralysis. Focus on the essential categories that support the collector journey: Work/Portfolio, About, Shop/Available Work, and Contact/Connect.
Q: Should I use dropdown menus on my artist website?
A: Dropdowns can be effective for organising subcategories within your portfolio or shop, but use them judiciously. Limit dropdowns to one level (no nested dropdowns) and ensure they're easy to use on both desktop and mobile. Research shows that collectors value clear organisation of work, particularly by series, medium, or theme.
Q: How important is it to have a "Shop" or "Available Work" section in my navigation?
A: If you're selling work directly from your website, making this section prominent is crucial. Research confirms that a significant portion of makers' digital sales come directly through their own websites. However, even if you primarily sell through galleries or other channels, a section highlighting available work (or how to enquire about purchasing) is valuable for serious collectors who visit your site.
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Navigation That Reflects Your Practice Respects & Your Visitor
After designing websites for dozens of visual artists across various disciplines—from sculptors to hand weavers I've discovered that the most resonant navigation systems aren't just functional frameworks, but thoughtful extensions of an artist's practice.
The most elegant solution is often deceptively simple: a clear top-level navigation with 5-6 carefully considered sections. Choose words that respect your work while remaining universally understood. While artistic impulse might lead you toward poetic menu labels like "Visions" or "Journeys," remember that clarity is its own form of respect for your visitor—"Portfolio" or "Available Work" creates a direct path to what they seek.
The navigation that creates the deepest engagement is one that mirrors the natural rhythm of human curiosity—beginning with the work itself, flowing into the story behind it (your process, inspiration, and artistic practice), and culminating in opportunities for connection (whether through purchase, commission, or conversation).
I witnessed this transformation with a willow weaver. Her website initially mirrored the complexity of her creative process with 12 different pathways that ultimately led visitors in circles rather than forward. By distilling this into a clear narrative structure with just five touch points— Available Work, Tuition, About, Gallery, News and Contact —she created a journey that respected both her artistic practice and her visitors' needs. The result wasn't just measurable in analytics —it was evident in the quality of connections formed, with collectors and workshop attendees who understood not just what she made, but why it mattered and what she offered.
Conclusion: Let Your Artist Website Be a Guide, Not a Puzzle
Thoughtful navigation design for your artist website isn't merely about organising pages—it's about crafting pathways of discovery that respect both your creative practice and your visitors' journey. Like the negative space in a well-composed artwork, good navigation creates breathing room that allows your work to speak more clearly.
By understanding the winding path collectors take toward connection with your work, by organising your content with intentional clarity, and by placing gentle signposts that guide without dictating, you transform the digital experience of your art and offers. This mindful approach elevates your website from a static repository of images into a living extension of your studio—a place where meaningful relationships with your work can begin and deepen.
As your artistic practice evolves and grows, so too should your website navigation reflect this journey. Listen to both your intuition and your analytics, finding the balance between artistic expression and strategic clarity. The most powerful navigation systems are those that remain responsive—to your evolving work and creative practice, to your growing audience, and to the changing currents of how we experience art in digital spaces.
Remember that effective navigation isn't about following rigid rules—it's about creating clarity and removing obstacles between your visitors and your offers. The best navigation often goes unnoticed because it works so intuitively that visitors focus entirely on your work and your offers instead of figuring out how to use your site.
If you take only one thing from this guide, let it be this: prioritise clarity over complexity in your navigation. Save your artistic expression for your work itself—your navigation should be the invisible guide that helps people discover and appreciate that work.
Ready to craft a more intuitive journey through your creative world? I offer Website strategy calls tailored for your business model.
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