CASE STUDY: Website Strategy & Content Management for an Artist Portfolio and E-commerce Website
PROJECT OVERVIEW:
Designed, developed, and continue to manage a Squarespace website that serves as a professional portfolio, e-commerce platform, and communications hub. I oversee website strategy, content planning, SEO, CMS administration, and cross-channel communications, using the website as the primary destination for audience engagement.
OBJECTIVES:
Showcased artwork through an intuitive user experience.
Support e-commerce and online sales.
Communicate community initiatives and gallery presence.
Increase engagement across website and social media.
Maintain a scalable, easy-to-update content platform.
MY ROLE:
Website strategy and information structure
Squarespace CMS management
Content writing and editing
SEO optimization
E-commerce catalogue management
Editorial planning
Cross-channel communications (Website, Instagram, & Facebook)
Implemented GA4 to support website performance monitoring and ongoing content optimization.
Website optimization and maintenance
SAMPLE STORE PAGES:
Art Posters
Greeting cards
Original pieces
E-commerce catalogue designed to support easy browsing, with artwork organized into clear categories and consistent product presentation. Original works feature staged room views, while reproductions include poster previews and giclée options with a one-inch border.
Itemized description with PURCHASE buttons
RESULTS:
Supported online artwork sales.
Generated website inquiries and direct email contacts.
Increased in-person engagement through gallery visits
Used social media strategically to drive visitors back to the website
Developed a consistent plan for publishing, promoting, and archiving content
SKILLS DEMONSTRATED:
Content Strategy | Website Management | SEO | Digital Communications | Content Writing | Information Architecture | Editorial Planning | E-Commerce | Audience Engagement | Squarespace CMS
Key takeaway: This project demonstrates my ability to manage the full lifecycle of a digital communications platform, from strategic planning and content creation to website administration, SEO, and ongoing optimization.
Let’s Work Together
Interested in discussing website strategy, content management, or digital communications support? Reach out to Van.
Email: van@vancoldenart.com