A Home for
the Work

The next round of growth is sitting in the gap between someone landing on the site and someone deciding to buy.

Over the last 30 days of running, 45 people added your work to their cart, and a handful went all the way to entering payment details. That tells us two things clearly. People want the art, and they are arriving warm. What is happening after the click is a long, considered decision, which is exactly what we would expect for original fine art at this price.

The 2026 industry data backs this up almost perfectly. Of every category running on Meta, Art and Home Decor has the highest click-through rate of all, and clicks are cheap. It also has one of the lowest conversion rates of any category. In plain terms, this is a market that pulls people in easily and then asks them to think. The decision is made on trust and feel, and that lives in the website, the brand, and the artist behind it.

One thing worth saying plainly. The ad dashboard is not the whole picture of your business. Your originals are selling and keeping the lights on, so this is money going into growth on purpose. We are building for where you are heading.

So the honest read is this. We have proven there is demand and that we can reach the right people affordably. The biggest gain now is in the part of the journey that turns a warm visitor into a confident buyer. That is a website and brand job before it is an ad-budget job.

There is a well-known piece of buyer research from Google, the 7–11–4 rule. Before someone buys, they tend to spend around 7 hours engaging with a brand, across roughly 11 separate touchpoints, in about 4 different places. It is a guide to how trust gets built, and it describes your buyer to a tee. When an affluent buyer falls for a piece, they go looking for the artist. Who is she, what else has she made, where can I follow her. Every place they land needs to feel as considered as the painting that drew them in.

You put the bar at Cartier level, and that is the right way to think about it. Every touchpoint gets built to that standard. We would give that idea its own page on the site, a short brand statement that says who you are and the level you work at, so a first-time visitor feels the positioning before they even reach the art.

That is why the smart order is foundation first, fuel second. We build the place people land and the brand they research, and we get the consideration engine right. Then we put real ad budget behind it. Pouring spend onto a site that is still catching up would be paying to send warm people somewhere that loses them.

For now we keep one awareness video running at a dollar or two a day. That keeps your pixel fed and your face in front of thousands more people while we build, with no real spend and no pressure on results. The budget you would have spent pushing ads goes into the foundation.

From our call, here is everything you want done:

One build, two depths. Both land you on a clean, modern, on-brand site. The difference is how much of the story and the selling we build in now.

Prices are for ES Studios' work. The theme is a separate one-time cost, passed to you at cost with no markup, as we said on our call (see Section v). Payment options are available on both packages, see Section x.

Side by side

Right now your originals and prints live in separate menus, so a buyer has to go to two different places to see everything for one subject. The fix you described is the right one. We organise by subject, and inside each subject the originals and prints sit together. One path per thing someone loves.

The brand statement page (your Cartier-level positioning) links from the homepage and the Artist page, so it does not crowd the menu.

This is the highest-value thing on the site, and it deserves to be treated that way.

The story sells itself once it is laid out properly. You have one foot in the art world and one in design, you go into a client's home, and you curate the whole space. That includes your own work and recreating pieces they already love. You have two contracts signed in the last month, from people who have blank walls after a renovation or a new build and want it handled. That is a serious investment for them, and the page needs to carry that weight.

So this page has no price tag and no buy button. It has your story, the kind of homes you work in, and a simple enquiry form that asks the right things up front: whether they have renovated or just bought, which rooms, and roughly when. As the photographer's documentation of you working in clients' homes comes in, it slots straight into a process gallery here. And later, this whole page becomes its own ad campaign aimed at affluent homeowners nearby.

One idea for down the line, since your buyers tend to come back and buy more than one piece: a Collectors' Circle. Early access to new drops, first sight of originals, member pricing on prints. It gives your best buyers a reason to stay close and gives you recurring revenue between originals. It is a membership app on the site, simple to switch on once the foundation is live, and it is part of why we suggest a theme that sits happily alongside that kind of layer.

For the prints, the catalogue itself becomes an ad engine. We run your product feed through Confect so the dynamic ads carry your branding, the from-price, the wordmark and the free-shipping line, the same look we built for your catalogue ads. Branded catalogue ads lift the click rate on the widest part of your range.

Timings below are for the recommended Signature Rebuild. The Refresh runs a little faster.

The one-off build

Ongoing, once you are live

Pick only what you want. Each line is month to month on its own.

• Pick an option. If you are unsure, we would point you at the Signature Rebuild.
• We send a short one-page agreement with the scope and a start date.
• We begin Phase 0 this week.

You called this your up-level, and that is exactly how we see it. We are in it with you for the long haul.

Whenever you are ready, just say the word and we will get started.
Eric & Thomas