Should I have a website that showcases the artwork itself (there would be too many) or should it just be a simple website explaining what we do, the kind of art we offer (paintings, prints, sculptures, commissions) and then an enquiry/request art form where they answer a few questions on what type of art they want and we get back to them with a few options?
Let's start with digging into your target audience... Do they currently have art in their commercial spaces, or are they commercial spaces who have no art in public spaces? They are going to have different needs - the spaces with art will want to know "how" to work with you, while the businesses who don't use any art will want to know "why" they should work with you. Next, I would absolutely leverage some images on your landing page since your product is literally a visual medium. Here's a website that provides the potential customer with a lot of different options within one product category... MBA Programs through NYU's School of Business. Yes, artwork and higher education are different products, but imagine their website (scroll down) with different types of art (paintings, sculptures, prints, etc) instead of the types of MBA programs in the sub-headings [https://www.stern.nyu.edu/programs-admissions/mba-programs]. If you'd like to talk more through this decision making process, or ask any follow up questions, please feel free to schedule a call. Best of luck! - Leslie
If you define conversion in the second case as getting an inquiry, then I think that option is going to have a much higher CVR than the first. It's also a lot easier to implement. I would go that route to start—quick and dirty—in order to test the idea and learn more about your audience. If you get lots of traction then it might be worth investing in a much more complex, ecommerce site where users can find art that fits their needs.
I'd go with a mixture of both to maximise the benefit of your time invested.
I'd recommend setting up a website that presents the top 20 pieces of art (or styles) that drove 80% of your revenue over the last year.
Finish with an enquiry/request form.
Perhaps also consider giving away some piece of content for free (e.g. 2021 lookbook/top 10 design tips for accessible art) in return for their email address or phone number.
