TATTOO GROWTH LAB
Hey, it's Matt.
I've been looking at a lot of tattoo artist profiles lately. And one thing keeps jumping out at me.
Most of you don't have a website.
And I get it. Instagram works, clients slide into your DMs, life goes on. But I think you're leaving a lot on the table.
In today's issue:
Why a website is one of the smartest moves you can make for your business
5 real benefits most artists completely overlook
And a question I'd love for you to answer (takes 2 seconds)
TATTOO OF THE WEEK
Want your work featured next week? Reply to this email with a link to your Instagram post. I might pick yours. 😊
I NEED YOUR INPUT
Would you want a ready-to-go starter website, installed for you?
Here's what that means: I set it up, you just replace your name, logo, address, and portfolio photos. That's it. The hard part is handled.
The only cost? Hosting. Around $50/year (paid directly to the hosting provider, not to me).
Free starter website, installed for you. Yes or no?
Takes 2 seconds. And it genuinely helps me figure out if this is worth building for you.
DEEP DIVE
Most tattoo artists don't have a website. Here's what that's costing you.
It's not a huge thing. It won't ruin your business.
But it is leaving money on the table. Quietly. Every single week.
Here's why.
1. People are searching for tattoo artists on Google right now. And you're invisible
"Tattoo shops near me" gets searched over 15,000 times a day in the US alone.
Every day. Not per month.
Per day.
And a big chunk of those searches? They're happening in your city.
Those are real people, ready to book, typing into Google right now. And if you don't have a website, Google has nothing to show them.
You don't exist in those results.
Your competitor with a basic website? They show up. They get the click. They get the booking.
Instagram doesn't fix this. Google can't read your Instagram feed. A website is what makes you visible in local search.
2. A website lets clients actually get to know you before they book
Instagram shows your work. That's it.
A website lets you tell your full story. Your background, how long you've been tattooing, what styles you specialize in, any certifications or training, what your studio looks like.
All in one place, easy to read.
When someone is about to permanently put something on their body, they want to feel like they know who they're going to.
A website builds that trust in a way Instagram just can't.
3. It's a much better portfolio
Instagram is a feed. It's messy, it's chronological, and clients have to scroll forever to find the style they're actually looking for.
A website lets you organize everything properly.
Fine line in one gallery. Black and grey in another. Healed work. Flash. Whatever you want.
Clean. Browsable. Professional.
Most clients who find you on Instagram will Google you right after if they're serious. That's the moment a good website closes the deal.
4. You own it. Instagram owns your Instagram.
Your account can get restricted, hacked, shadowbanned, or just buried by the algorithm. It happens. Sometimes overnight, with no warning.
Your website is yours. Nobody touches it.
Your portfolio, your booking form, your story.
All on your own platform, on your terms.
That's worth something.
That said - this doesn't mean you should neglect your Instagram. Every piece of your online presence counts. And it all compounds. A strong Instagram + a solid website is always better than just one or the other.
5. It signals that you're a serious professional
When someone clicks from your Instagram to your website, something shifts.
They're no longer scrolling. They're researching you. That's a warmer, more committed lead.
And a clean website, with an organized portfolio, a proper about section, and a booking form: tells that person you take your business seriously.
That perception matters. It attracts better clients. More committed. Less likely to ghost on a deposit.
The main reason artists don't have a website is that it feels complicated.
It doesn't have to be.
You don't need anything fancy. A portfolio, a short about page, your location, your style, and a way to contact you. That's genuinely enough to get all five of these working for you.
That's it.
🗳️ Back to that poll:
I'm seriously considering putting together a free starter website for tattoo artists. Installed by me, ready to go, all you do is drop in your info and photos.
Only cost to you: hosting (~$50/year, not paid to me).
Would you actually use that?
Hit the link. Two seconds. It helps more than you think.
THAT’S A WRAP
Hope this one got you thinking about your online presence beyond just Instagram.
If you found it useful: forward it to another artist who needs to hear this.
It takes 5 seconds and helps them more than you know.
And don't forget to hit that poll above. Takes 2 seconds and genuinely helps me decide whether to build this for you.
See you next Friday.
— Matt
P.S. Speaking of online presence: have you actually optimized your Instagram profile? 85% of the artists I've audited were missing at least one critical element.