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Why 50 percent of gallery sites need to rework their contact page

After looking up some contact pages of gallery's sites any one would ask "Why do these galleries work in almost complete anonymity?" Discovering even more similar contact pages they would certainly start wondering "What is this? What are most galleries hiding? Aren't there any 'real people' behind these galleries?"

 

A lot of galleries work namelessly on the web

Sure all galleries have their name displayed. But when prospective visitors look up their contact pages they enter a cloud of vagueness. Close to 50 percent of gallery sites display only a phone number, a fax and a 'general' email address such as info[at]gallery.com, contact[at]gallery. com, mail[at]gallery.com and the like.

 

Galleries do not even seem aware of the impact of their vagueness

Divulging but a minimum of contact information may be a tradition or convention in the art gallery world, but to the outside world it is a sure sign that "these galleries are hiding something" or "do all they can to avoid being contacted".

The whole approach brings us back to the old ways of 'anonymity'.

 

Anonymity isn't well perceived by most web visitors

To be more precise: they truly dislike it. Web visitors perceive this anonymity instantly as a barrier. Moreover, it reinforces their negative presumptions about the art gallery world's 'secrecy', like if they were treated with pure disdain.

To them the lack of contact information reads as: "We are not in the least concerned by your visit or your interest in one of our artists. You are free to contact us, but we can't guarantee we will respond to any inquiry or question."

 

Are galleries really not interested in their visitors?

It is easy to understand why most galleries adopt this 'anonymity'. By divulging a minimum of contact information their primary aim is to cut off all disturbing 'noise'.

They do this because they want to discourage artists from bombarding them with their portfolio. Every gallery is inundated with emails from artists. And nothing is more effective than to publish but a single phone number (that always rings busy) to avoid being 'stalked'.

In addition, they know that the inner circle - art professionals and clients - is perfectly informed via their network of who's who behind the front room and who to contact.

 

Hence this little misunderstanding of a contact page's role

In the eye of most gallery owners, the contact page is simply an on-line business card.

In the eye of the visitors, the contact page's role is different. It is the only way by which they can 'push the entrance door' and get in touch with someone to get answers to their questions.

What it certainly is not is a test to see who has the bravery to 'push the door'.

 

What is its role then?

The contact page should be no less than an open invitation towards visitors.

Visitors of all kinds. With one constant. If visitors open a contact page, it's because they want to know more. More about the artists, the gallery, the program, the people behind the desks.

They look for some help, an opener, a helping hand. Something that encourages them to get in contact.

 

If you opt for the web, you have to follow the web etiquette

You can no longer play by the art world's habits. Why give the impression that you couldn't care less who is visiting?

In real life a lot of people already find it uncomfortable to enter an art gallery. (And no, it's not a myth). On the web, even with the comfort of contacting you from their 'home', it's no different.

When visitors can't discover a single name to address their questions to, they feel like they are sending a message in a bottle.

 

Dear who?

Even visitors who are willing to take the final hurdle are lost. Once they click the email link do they send a message to the gallery manager, the director? The person behind the front desk? An intern? To a man or to a woman?

As soon as they hesitate for a fraction of a second, the hurdle grows exponentially. As a result most people don't even start.

 

Is your gallery's site functioning 'anonymously' too?

Have a look at your existing contact page and contact information. Close to 50 percent of gallery sites function 'nameslessly' and some even go to 100 percent anonymity.

Are you hiding 'behind the velvet ropes' on your site?

 

Here's what you can do immediately

  • If you want to keep the 'general' email address for general inquiries or administrative purposes, please specify its function and add at least one personal email address.
  • If not, change the 'general' email address into a personalised email address, including the full name of the recipient.
  • Add at least the full name of one person to contact.
  • Add a job function to names of staff people.

 

 

We will talk more about what you should do to your contact page in the coming AGH{newsletter.

Recently there was a really eye-opening initiative online. Galleries participating suddenly communicated their contact info in full openness.

The contrast with the contact information on their sites couldn't have been more astonishing. We will cover this in the following article of this sequence.

 

 

 

 

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