Make a captivating lead generation page that makes art galleries shine

The primary way that galleries choose artists is through relationships. That means that either someone introduced them to the artists work or they met the artist first and then were introduced to the work. If youve identified an art gallery that would make a good fit for you, develop a relationship with them.

Together with gallerist Jen Bekman, they polled over 100 gallerists and art dealers in New York City, and list the top ten ways gallerists find artists: Artist Recommendations. Curator Recommendations. Solo or Group shows. Art Fair. Slide registry or flat files. Submissions/Open calls. Other recommendations. Social event.

Based on the evidence, there is only one way to seek representation: networking. While the word networking may seem too vague (and business-like) to some people, it simply implies that you need to know someone who can introduce you to the gallerist. Before you go straight to networking, you need to do your research.

We tend to meet most of our artists really organically, said Jenna Ferrey, owner and director of New Yorkbased TrotterSholer, a newer space that shows a mixture of emerging and mid-career artists. Most of our artists we have met through artists we already know and love or through open studio visits.

Start with a goal. Find a CMS tool. Build a landing page. Add forms to the pages that get the most traffic. Measure the performance of each lead generator. Optimize each step of the lead generation process. Start with a basic CTA on your homepage. Offer ebooks for download on specific blog posts.

Start by writing a letter of inquiry. Theres a pretty standard formula for writing a letter to a director of a gallery you want to target. Include the persons name, brief descriptions of your background, your body of work, your artists statement, website, and why you think your art is a good fit for their gallery.

Finding supporters and art lovers who want to visit your gallery can be as simple as using your artists platforms. Popular artists tend to have dedicated followings on social media. Use this to your advantage by tagging their personal pages, or cross-promoting with an artist who exhibits at your gallery.

While the quality and originality of an artists work will certainly be a factor in a gallery owners decision, the chemistry between the artist and the owner is equally, if not more, a factor. The quality of your portfolio is important, but your enthusiasm when showing the portfolio can be just as important.