The One Platform That You Should Always Have

The importance of having a personal website for creatives

While social media platforms have revolutionized the way artists share their work, and to some extent they did empower us, they still have serious limitations that make having a personal website so insanely important for all creatives.

If you asked me this question: “What is THE one platform that I should invest into?” - without any doubt I’d reply that you need to have your own website. And ideally, one with your own name domain.

In this blog post, we will explore the reasons why having a personal website for your work is more important than relying solely on social media platforms to showcase your art and build an audience.

By the way, in case you don’t know me yet - hi, my name is Wera, and apart from being an artist myself, I also work as an online marketing freelancer where I’m helping clients build their online presence (I’ve been doing search engine marketing since 2010). Below you can see a view of my current art portfolio website (www.weronikasalach.com).

Do you already have a website? Feel free to share the link in the comments section.

Now, back to today’s topic:

First impressions count

You website, is your website - and that could be the essence of this blog post :) Social media platforms offer quite limited customization options, forcing artists to conform to the platform's layout, design and “the rules of the game”. In contrast, a personal website grants you complete creative control. I have built my current website with Squarespace (not sponsored), which is suuuuper easy to use and it's rather affordable (I’m in the Business tier).

You can tailor the look and feel of your website to reflect your artistic style, effectively branding yourself as a professional creative.

Everything from the choice of your fonts all the way to your accent colors can tell a story and can give your potential business partners (clients and collaborators) a good first impression of who you are and what they can expect from you (if they were to hire you). Which leads me to:

Invest into your branding

While social media platforms are a great way to gain exposure, they often lack the professional appearance that a personal website can give you. Sure, I have many illustrator friends who acquire their clients mainly via their Instagram or even Pinterest. However, having your own website will always make you look “more serious”, if I may say so.

By investing in a personal website, you demonstrate that you take your art seriously and are committed to presenting it in the best possible light.

A website allows you to create a cohesive and branded experience that reflects your artistic identity. You have all the power to showcase anything you want on your homepage and through your navigation menu.

Your website visitors aren’t just mindless social media consumers who simply scroll through their feed. Rest assured - if someone lands on your website, they are close to either becoming a fan or a potential client. And speaking of users landing on your website:

Search Engine Optimization (SEO)

Frustrated about the ever changing Instagram algorithm or the unpredictability of the reach of your TikToks or YT Shorts? That’s because social media platforms primarily rely on algorithms to determine what content is shown to users. That’s right, THEY decide, not you. While they offer exposure within their own networks, which I’m not entirely undervaluing, your work can easily get lost amidst the vast amount of content. Do you hear or say it all the time that “Instagram is not what it used to be”? And who knows what it will look like in 2 or 5 years. Will it even exist in 20 years?

It’s only a guess, but I’m assuming that the internet will exist in 20 years :) = your website will also exist. And what’s more, a personal website can be optimized for search engines.

By implementing SEO techniques, such as using relevant keywords, meta tags, and optimizing your website structure, you can improve your visibility in search engine results.

This increased discoverability ensures that your art reaches a wider audience beyond the confines of social media platforms. Which in turn leads me to:

A matter of ownership

Some of us might think that you “own” your Instagram. In reality, on social media platforms, you essentially rent space to showcase your art, but you definitely don’t own it.

Has it ever happened to you (or your friend) that someone hacked your Instagram account or stole your IG identity? In those many years I’ve been on Instagram, I remember two very unpleasant situations I had: 1) I had my IG identity stolen by some crazy shaman/talking-with-spirits weirdo, and 2) I was also harassed because I defended a fellow artist copyrights (her art got stolen). In particular the last situation left me in tears for many days and I dreaded to open the app for many weeks +considered abandoning social media for good.

By having a personal website, you maintain full ownership and control over your content, and you can create a “safe and polite space” for people who are interested in you and your work.

Comment please: were you ever disappointed by your social media or have you ever experienced something unpleasant there?

On your website, you decide how your art is presented, shared, and preserved. This level of control is invaluable, allowing you to protect your artistic integrity and making sure that your work remains accessible in the long run.

And speaking of accessibility, this leads me to my last point, the aspect of building effective communication channels with your followers:

A channel of communication

I actually shudder when I hear the word “engagement” brrrrrr, because I think that this one aspect is the main reason why our social media platforms evolved into what they are today. The ever-pressuring-us engagement machine.

Do you sometimes lead yourself into a burnout state just because you feel “obliged” to post and comment as much as you can on your social media, just so that you please “the algorithm gods”?

While social media platforms facilitate communication, the interactions can often be limited or superficial due to the volume of content and noise. A personal website provides a direct channel for potential clients to engage with you, as well as a space to highlight your personal newsletter subscription or a contact form.

Ready to share your website?

Are you convinced? :) Having a personal website is vital for all artists, from hobbyist to professionals. It is the perfect platform to showcase your work (the way you want it), build your brand, and connect with your audience. In my eyes, it is THE one platform that you should have.

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