Art Galleries & Dealers Website Structure Guide
A well-structured site for art galleries organizes around artist profile and provenance pages, buying process guides, exhibition and event pages, authentication and shipping pages — with clear navigation to each, not buried behind a generic "Services" menu.
What the top-level navigation should include
Each of these deserves its own clear place in navigation, not a sub-menu three clicks deep:
- artist profile and provenance pages
- buying process guides
- exhibition and event pages
- authentication and shipping pages
Where most sites get the hierarchy wrong
No explanation of how buying works, which intimidates first-time collectors who make up a large and growing share of the market.
URL structure
Keep URLs short, descriptive, and matched to the page's actual content — a URL that matches the page's real topic (rather than an internal project code or generic ID) helps both visitors and search engines understand the page before they even click.
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