Pages an art class or workshop business's website should have

Most art class websites are fine at one thing: looking nice. The photos are lovely. The colours are calm. And then a visitor tries to find out whether the Saturday workshop suits a complete beginner, how long it lasts, and how to pay, and gives up.

That's the gap this guide closes. Below are the pages an art class or workshop business needs, in plain terms, with what goes on each and what to leave off. Build the ones that match what you really do. Skip the rest.

Purpose: Tell a stranger in a few seconds what you teach, where, and how to book.

Start with one clear sentence at the top. Something like: "Painting and printmaking classes for adults, in our studio in [your town]." Say what you teach, who it's for, and where. That's it.

Under that, show your next few classes or workshops with dates and a booking button for each. Visitors come to find out what's on and when. Don't make them hunt.

Add two or three real photos of your own studio and your own students' work, with permission. Then give a short line about who you are, a link to your venue page, and your contact details. Put your opening hours and your town somewhere visible too.

If you're a limited company, the UK government says the website must show your registered company name, registered number, registered office address and where you're registered. The footer is the usual place. Check the rest of your obligations with the relevant regulator or your accountant.

One more thing. Link to every other page you build from here. A page nobody can reach is a page that doesn't exist.

Avoid slogans with no information in them ("Unleash your creativity!"), auto-playing video or music, a slideshow that hides your next class on slide four, and stock photos of people who've never been near your studio.

Purpose: Give each class its own page so a visitor can decide, without emailing you, whether it's for them.

One page per class. Not one long page listing everything. Each page should say, near the top:

1. What you make or learn (an acrylic landscape, a lino print, a set of two candles)
2. The level: complete beginner, some experience, or all welcome
3. How long it lasts and what time it starts
4. What's included: materials, tools, tea and coffee, taking your work home on the day
5. The price and the dates, with a booking button

Then add a short paragraph on how the session runs, so someone nervous can picture it. Add a photo of what students typically make. If the finished piece needs drying or firing and can't go home that day, say so plainly.

Say how many people each session takes. If it's small, that's worth stating.

If you run the same class on a regular schedule, keep the dates current. A class page showing dates from months ago looks abandoned, even if you're busy. Remove old dates the week they pass.

Avoid copying the same page for every class and swapping one word. Each page should describe a real, different class. Don't hide the price behind "get in touch", and don't use vague level labels like "intermediate-ish" that only you understand.

Purpose: Let someone choose a session and pay or reserve a place without needing to phone you.

Keep it short. Show the available sessions, the price, and what happens next. Ask only for what you need: name, email, phone number, and any access or dietary needs.

State your cancellation and rearranging rules in plain words before the person pays. What happens if they can't come? What if you cancel? Can they swap to another date? Decide these once and write them down.

Say what confirmation they'll get and how fast. "You'll receive an email straight away; if it hasn't arrived, check your junk folder or message us" saves you a lot of messages.

Test the whole thing on your phone before you tell anyone about it. Then ask a friend who's never seen it to book a place. Watch where they stall.

If you sell tickets through a listing or booking site as well, that's fine. Those sites can be useful for selling places. Just make sure your own site also lets people book directly, and that the prices and dates match everywhere.

Avoid long forms with questions you never use, booking buttons that lead to a "contact us" page, surprise charges at the final step, and terms written like a legal contract nobody reads. If your terms need to be formal, check the wording with someone qualified.

Purpose: Calm the nerves of first-timers and cut down the questions you answer by message.

Walk through a session from arrival to leaving. Where to park or which station is nearest. When to arrive. What happens first. Whether there's a break. When it finishes.

Then list what to bring and what not to bother with. If you supply everything, say "Just yourself." If students should wear old clothes because paint or ink travels, say that. If there's an apron, say so. If the studio is cold in winter, say so.

Add the practical things people wonder about and feel silly asking. Do I need to be good at drawing? Can I take my work home? Can I bring a friend who just watches? Is there a toilet, and is the space step-free? Are drinks provided? Can I take photos?

Be honest about the level. If it's a relaxed evening, say so. If it's a serious technique day, say that instead. Both are fine. Pretending otherwise just sends the wrong people.

Keep the tone the way you talk in the room. Friendly, plain, no fuss.

Avoid long paragraphs of rules, a list of "don'ts" that reads like a school notice, promises that everyone leaves a masterpiece, and any claim you can't back up.

Purpose: Show parents exactly who runs the sessions, for which ages, and how it works. Only build this page if you really offer classes for children.

Open with who is teaching. Name the person, say what they do, and say plainly who runs the session. Parents want to know who'll be in the room with their child.

Then give the age range for each class, the length, the price, what's included, and the dates. Say whether parents stay, wait nearby, or drop off, and what the pick-up routine is. Say how many children each session takes and how many adults are present.

Mention allergies, messy clothes, and what happens if a child needs the toilet or feels unwell. Plain facts, calmly stated.

Safeguarding and insurance are not areas to guess at. Requirements depend on how you run sessions, who runs them and where. Check what applies with your local council and your insurer before you advertise anything for children, and don't put a claim on the page that you haven't confirmed.

If you hire a space, check what the venue expects of you too.

Don't promise supervision levels you can't deliver. Skip children's photos without clear written permission from parents, and don't list tutors who haven't agreed. Copying another business's wording about checks or policies? Leave that out too. If you mention a policy, it should be your real one.

Purpose: Make it easy for someone planning a birthday, hen do, team day or club outing to see what you offer and ask for a date. Only include this if you take private bookings.

Say what kinds of group you host and what the session looks like. Give the minimum and maximum group size, how long it runs, and where it happens: your studio, their venue, or both.

Spell out what's included and what costs extra. Materials, drinks, space hire, a tutor, and any food they're allowed to bring. If you charge per head, say how it works in words. Don't leave people guessing.

Add a short, simple enquiry form: preferred date, group size, type of event, contact details. Say how quickly you reply.

Say what you need from them. A deposit? Final numbers a week ahead? Notice of dietary needs? State it up front so there are no awkward surprises later.

If alcohol is part of the evening, check what's allowed in your venue and whether any licence is involved with your local council. Don't assume.

Avoid a page that says "contact us for details" and nothing else, making promises about dates you haven't confirmed, and offering things you can't deliver at the size of group you've listed. If you can't take groups of fifteen, don't say you can.

Purpose: Show the people behind the classes. Only list someone who has agreed to be listed.

Give each tutor a short entry: name, what they teach, and a line or two about their background. Say how long they've been teaching or making if that's true and they're happy for it to be said. Add a clear, recent photo.

Keep it relevant. A student wants to know: will this person be good at explaining a thing to a beginner? A line on how they like to teach does more work than a list of exhibitions.

Link each tutor to the classes they run. That way someone reading about a printmaking morning can see who'll be guiding it.

If tutors change, update the page. Visiting teachers who run one-off workshops can sit on the class page they're attached to instead.

Ask each person before you publish anything: name, photo, bio. Get a yes in writing, even if it's a text message. If someone leaves, take them down promptly.

Avoid qualifications or awards you can't evidence, bios written in the third person that sound like they came from nowhere, a team page padded with people who barely teach, and photos taken without the person knowing.

Purpose: Let someone buy a gift for a friend without sending you three emails. Only build this if you sell vouchers.

State what the voucher is for. A set amount towards any class? A place on one particular workshop? Both are fine, but be clear which.

Say how long it lasts, how it's delivered (by email, printed, posted), and how the recipient uses it. Explain what happens if the class they want is full or the price rises. Decide in advance and write it down.

Make the buying process short. Pick an amount, enter the recipient's name and a message, pay, done. Show a picture of what they'll receive.

Be clear on refunds and transfers. Can the voucher be passed on? Is there an expiry? Are there any limits on which classes it covers? Check your wording with someone qualified if you're not sure it's fair or lawful, and ask your local council or relevant regulator about anything you're unsure of.

Put a link to vouchers on your home page and class pages. People often think of a gift when they're reading about the class itself.

Avoid hiding the terms in small print, selling vouchers for things you're not sure you'll still run, and complicated rules. If you need three paragraphs to explain how a voucher works, it's too complicated.

Purpose: Help a first-timer arrive on the right day, at the right door, without getting lost.

Give the full address and postcode at the top. Add a map. Then write the route in words: nearest station or stop, how long the walk takes, which door to use, what to look for.

If you hire a space, name it and say it's a hired space, so people aren't confused when the building looks different to your photos. If the venue changes between classes, say which class is where.

Cover parking, bike storage, step-free access, lifts, toilets, and whether the room is on the ground floor. Be honest about the stairs. People who need to know will thank you for saying it.

Add two photos: the outside, so they know what to look for, and the room itself.

If you've got more than one location, give each a page of its own with real, different detail. Its own address and route, its own photos and classes. Google's spam policies treat many near-identical pages made mainly to manipulate rankings as spam. So every location page needs to carry something genuinely different.

Avoid giving only a postcode, using photos that don't match the room, and writing "easy to find" without saying how. Don't create a page for every nearby town you don't actually teach in.

Purpose: Make sure the free listing people see on the map shows the right details, and keeps showing them.

This is the listing that appears when someone searches for you or for classes nearby. You claim it and manage it yourself, free of charge.

Use the real-world name of your business, the one on your shopfront, your website and your stationery. Don't add extra words to it to look more relevant. Google's guidelines are clear on that.

Then fill it in properly:

1. Address and service area, matching your website exactly
2. Opening hours, and holiday hours updated before each break
3. A link to your booking page
4. Photos of your studio, your classes and the work made
5. The right category for what you do
6. A short, honest description
7. A phone number and email that work

You can't pay for a better local position, so don't spend time or money trying. Accuracy and keeping it current are what you control.

Here's why it matters. We checked six activity searches in Google UK on 18 October 2026. It's a small sample: one day, one place, one AI tool. A signal, not proof. In the one search with no town named (pottery classes near me), 1 of the top ten results was a business's own site and 9 were listing or booking sites. In searches naming a town plus an activity, businesses' own sites held between 4 and 10 of the top ten, and a map listing appeared alongside. When ChatGPT with web search was asked the same kind of questions, every answer named 4 to 8 individual venues, and the links it gave pointed to Google, not to a listing site.

So a venue with accurate pages and an accurate Google listing has a real chance of being found by name, in near-me searches and in AI answers. Listing sites remain useful for selling tickets.

For a sense of how people phrase things, here are UK monthly estimates from DataForSEO, 18 October 2026. They're national estimates, not per town: art classes near me 4,400; art classes london 2,400; art class near me 880; workshops london 1,000; candle making workshop london 720; workshop marketing 90. Treat them as a rough guide to wording, nothing more.

Avoid stuffing the business name with extra words or leaving old holiday hours up. Photos that aren't yours have to go, and so does any drift between the listing and the website.

Purpose: Gather honest feedback and show it, so a stranger can see what past students said.

Ask people at the end of a session, while it's fresh. A short message with a direct link to your Google listing works well. Make it easy: one tap, not a hunt.

Reply to every review, kind or not. Thank people by name. If something went wrong, say sorry plainly, say what you'll do, and keep it short. Don't argue in public.

Put a few real reviews on your home page and class pages, with the reviewer's permission to quote them, and say where they came from. Use their words exactly. Don't tidy them up.

Don't write reviews yourself, ask friends and family to write ones for classes they didn't attend, or offer discounts or gifts for a good rating. Check what the review platform allows before you ask for anything, and read its own rules.

If a review is false or breaks the platform's rules, use its report process rather than answering back in anger.

Avoid quoting reviews with invented names or copying praise from somewhere else. Cherry-picking until it all looks too perfect is out as well, and so is deleting every comment you don't like. A page of identical five-line raves reads as suspicious.

Purpose: Say who you are and why you teach, in a few honest paragraphs.

Tell the story briefly. How did you start? What do you teach and why? What's the studio like? Write it the way you'd say it to a new student at the door.

Add a photo of you or the team, at work, not posed in front of a plain wall. Say how long you've been running classes if that's true.

If you're a limited company, repeat the company details required by GOV.UK here or in the footer: registered company name, registered number, registered office address and where registered. Check anything else with the relevant regulator or your accountant.

Link to your classes, your tutors and your contact page. An About page is often where a cautious visitor goes before they book, so don't let it be a dead end.

Include a simple way to reach you: email, phone and the studio address. Say when you usually reply.

Avoid listing every course you've ever done, or writing in the third person as though a stranger wrote it. Claiming to be "the best" or "leading" is out, and so is burying contact details at the bottom.

Start here, in this order:

1. Home page: what you teach, where, and what's on next.
2. Your most popular class page: price, level, length, dates and a booking button.
3. Booking page: simple, tested on a phone, with clear cancellation terms.
4. Google Business Profile: accurate name, address, hours and a link to booking.
5. What to expect and what to bring: answers the questions first-timers ask.

Everything else follows once these five are solid.

Not sure which topics your site covers and which it skips? Seracu offers a free snapshot that shows which topics your site lacks compared with competitors.