Independent publishing demands an effort on the author’s part to self-promote. The task may seem daunting, as many of the tasks involved in self-publishing can, but thanks to the power of the Internet, you can promote your author brand online with minimal effort. One of the most potent is the author website.
Creating and maintaining a website dedicated to your author brand can have a multitude of benefits and uses. Get your name out there on the web, and provide interested and potential readers a location to learn more about you and your work with an author website. The following list provides some basics about creating a website, the content you should include, and the benefits.
1. Hosting and Domain
The first step in creating an author website is locating the site on the web. There are a variety of low-cost services like WordPress or Wix. These services, among many others, offer template and layout tools to help you design the page and keep it looking fresh and up to date. Remember, fashion and standards on the web are always evolving, so keep up to date on the latest trends in web layout and adjust your site accordingly. You don’t want your site to look like something from 2002.
You’ll want to purchase a domain, preferably something using your name (like http://www.firstnamelastname.com) or something including the word “author” alongside your name. This is key for discover-ability and indexing in Google searches and will help potential readers find you. With your site domain ready and service selected, the next step will be actually building your author website.
One very interesting new tool available to authors is TitlePager. The service is low cost ($12/month) and provides software to import your book’s information into a website template. For authors less interested in learning the ins and outs of website design, TitlePager is a good alternative to consider.
2. Design and Layout
Your website should have a few “pages” to segment information and help your readers find the information they need quickly and easily. Most websites will use a navigation bar along the top of the page to guide visitors. For example, look at the navigation bar at the top of the Lulu Blog:
You’ll see links to Lulu pages and below those a sub-header with Blog specific links (to category pages). For your author site, you’ll want a home page, a page listing your books with sale information, a page with personal information about you, and possibly a separate page for posting blog style articles.
Think about your audience when designing the site. Starting out, you won’t likely have the following of the world’s most well-known authors. So avoid a site that is packed and busy like this one. A good example of a modern, clean layout that still has a lot of content like this site. You can use distinct pages for specific information while keeping the front page interesting and inviting. Again, these are highly successful authors, who likely have a rather large budget for creating and maintaining their author pages.
Look to these examples for ways you might pick elements to emulate that fit your particular needs. Remember, the goal is to help promote and develop your author brand.
Build with your author Brand in Mind
As the owner of your site, you have a tremendous amount of flexibility. Do some research to see how other authors build their sites for inspiration. The key elements will be the attractive home page, the succinct book’s page, and the about page. Consider your genre, the number of books you have or will publish, and the target audience when you are planning your website. For example, if you have accompanying video content, you might want a “videos” page to house this material. Or if your work is non-fiction and uses several references, you may want to make reference links and citation information available on a page of your website.
Another good idea for your author website is to include a subscription option and social media links. You want anyone who lands on your page to share on Facebook and Twitter and capturing emails through a subscription box provides a way into their inbox, allowing for some direct email marketing and building a mailing list to promote events and new publications. Don’t underestimate the power of a mailing list. The ability to connect with potential customers is a tremendous asset.
We touched on this above, but the most important piece of an author website will be the content. Again, the goal is to build and promote your author brand.
Is the layout appealing? Are the images relevant? Can visitor’s easily find and buy your books? Keep those questions in mind when working on the layout of your website. You’ll want the pages to be simple but appealing, and avoid cluttered or “busy” pages in favor of simplicity. Readers are coming to your site because they followed a link you provided or because they came across you while searching. Either way, they will likely already be interested in your content, and your site’s goal is to assure them that they should buy your book.
It’s not a bad idea to include a link to your Lulu Author Spotlight, along with direct links to your books. Many author websites will also include some publishing industry news or a feed of news from their favorite publishing industry sites. This kind of content will reward users for returning to your site, which can eventually lead to purchases of your backlist. And it helps ensure they notice new works as they come available.
Another activity to consider is blogging. Keeping a blog and updating it regularly (as in, at least once a week) will provide a flow of content to drive readers back to your site, and gives you a great reason to make use of that mailing list you’re building. The goal is to give anyone who comes to the site, or follows you on social media, a reason to keep coming back.
Your website will be the primary tool in developing yourself as a brand. It will serve as a location for your various marketing efforts to point to, a destination for those finding you on social media to learn more (and hopefully make a purchase), and yet another way for you to show your authoring skills. Think about the website as a project, similar to writing a book.
An author website gives you a means to connect with readers and potential readers, a way to display your skills and work (maybe you offer excerpts free or teasers for a new book), and a central location for your author brand. As a self-published author, the key to success will be branding yourself. Highly acclaimed authors are read as much because of their brand as their quality. Your website allows you to promote your own brand, and when coupled with high-quality writing, is the best way to grow your readership.
Marketing and promoting your book can be an arduous job. Take the first step to promoting yourself and building your author brand. Create an author website and start selling your book today!
Paul is the Senior Copywriter at Lulu, writing weekly blog posts and helping guide content for the company’s marketing. When he’s not deeply entrenched in the publishing and print-on-demand world, he likes to hike the scenic North Carolina landscape, read, sample the fanciest micro-brewed beer, and collect fountain pens. Paul is a dog person, but considers himself cat tolerant.