The Complete Guide to Creating an Author Website

Thursday, February 28, 2019

Authors and small publishers must have their own mobile-friendly, professional looking website—it is, by far, the most important element of a book marketing strategy. I've developed over 150 author and publisher websites in the last 20 years, and although a lot has changed when it comes to developing websites, some things remain fundamental. This blog is the complete guide to creating an author website—from domain names and costs all the way down to specific content categories. Read more and learn how to create a professional author website today.

There's a lot to cover when it comes to creating an author website, but it's worth paying attention to—especially if you're a self-published author. In this post, we'll look at the purpose of your author website, what to consider when you're choosing a domain name, and how much an author website costs. Then, we'll dive into the content you need to include on your website and how to use your author website as part of your overall book marketing strategy. Are you ready to create a professional author website and sell more books? Let's get started!

What is the Purpose of Your Author Website?

First of all, you have complete control over the content of your website, and you can put just about anything and everything on it. Many people jump into the process of hiring a web developer before thinking about the purpose of their site. Obviously you want your author bio and book information. What else? Is your purpose to communicate with readers? If so, you should have a mailing list signup form on your site and connect it to your social networking accounts. Do you plan to blog regularly? How do you want to sell books: with links to online retailers or directly using ecommerce? Thinking about the purpose of your site will help you plan a site that serves your author goals and needs for the long-term. 

If you have multiple books, this should be a no-brainer. Obviously, you wouldn’t get a domain name for just one of your books if you have an author website with multiple books. What if you already have a website using the domain name of one of your books? Now might be the time to consolidate under one website using your name. Your name is generally more searchable and by putting all of your books on one site, you allow readers looking for one book in particular to naturally discover your other works. Even if you are a first time author with one book, it should still be yourname.com. 

I've encountered authors over the years that started building a new site for every book or seriesThis splits your book marketing efforts, money, and time. Not to mention, it increases your updating headaches exponentially.

Domain Name Availability

What if your name is taken? In many cases it will be. Mine, johnburke.com, was already taken when I first checked in 1996! But there are other options. You can use johnburkeauthor.com, johnburkebooks.com, or john-burke.com. In some cases, if all your preferred options are taken, you could consider johnburke.net, or even johnburke.org. But think of “.com” as Main Street — it’s the preferred location.

Buying a Domain Name

You should buy your domain name yourself with your email address and credit card. You should always know the username and password of your domain name account and where it’s registered (GoDaddy, Network Solutions, Register.com, etc.). You should be listed as what’s referred to as the “Registrant,” meaning you own it. If someone registers it for you, make sure they follow these guidelines, and that you have the username and password to the account. It should not be registered in the web developer’s account with other domain names, because then you will not have access to it. 

If your website developer registers your domain name for you, make sure you know what happens to your domain name registration if you want to move your website hosting elsewhere. Can you leave it there and still have access, or do you have to transfer it out? Transferring is a hassle, so this is another reason to register your domain name at an independent registrar like GoDaddy or Network Solutions, not through your web hosting company or website developer.

Domain names usually expire, or come up for renewal, every couple of years so keep an eye out for emails reminding you to renew it. This is another reason why you want your domain name registered in your name and email address, so you will get the renewal notifications.

Some of the bigger domain name registrars also offer email addresses using your domain name, for example, you@yourdomainname.com. It’s an additional charge, but a relatively small one. If this is something you want, check into the registrar’s offerings before you use them. You can also use Gmail’s G Suite to do this. The advantage of doing it with your registrar or G Suite is that it’s permanent—no matter where you host your author website, now or in the future, your email, and domain name, is set where it is and you don’t have to move it.

So give some thought to your domain name—it’s part of your branding and overall book marketing.

Many authors and publishers struggle with choosing the best website option for themselves and their companies. Few people have a technical background, so setting up a DIY author website seems like a daunting task, and many authors and publishers don’t feel confident talking or negotiating with a potential website developer. Some authors have told me that sometimes “it can feel like negotiating with a used car dealer.” It doesn’t have to be so difficult. 

DIY Website Platforms

The free, do-it-yourself, options are appealing if you are so inclined and willing to try. Wix is probably the most popular right now, along with WordPress and SquareSpace. Pub Site is relatively new, but its advantage is that it was developed specifically for books, authors, and small publishers, and is very easy to use. These platforms are not just free to set up your site, but you can do the updating yourself, which can be a significant cost saver over time.

You can also hire someone to develop one of the DIY options for you, which may save you some money. There are many levels of development in this scenario — from using a basic template with no modification to using a template and extensively customizing it. Obviously, the more customization, the higher the cost. These sites can range from maybe $1,000 to $10,000, depending on the customization, the level of graphic design, and the features you want included, such as a blog, mailing list signup, social media integration, video and audio, interactivity, special effects, etc. Maybe you can do the updating after the site is done.

Custom Web Design

You can hire an individual or web design firm who will design and develop from scratch to your particular needs. I’ve heard of sites being done for as much as $20,000. This would be a prominent web design firm who has professional graphic designers and programmers on staff, in very expensive offices in larger cities. If you have the money, and want that level of service, you can go that route, but it’s not necessary. 

Finding a Developer Who Understands Book Marketing

Regardless of which path you take, be mindful that a lot of developers do not know a lot about marketing in general, and book marketing in particular, and that’s what your author website is — a book marketing tool. Check out a developer’s portfolio before you hire them. I always recommend going with a developer who has experience with book and author websites. Book websites are different — they are text and content heavy, which is very different from, say, photography or restaurant websites, which are very graphic intensive. That is one thing authors have discovered about Wix and SquareSpace — they are not particularly oriented toward authors and books. 

What to Ask When You Hire a Website Developer

When you contacted a potential developer, were they responsive? Did they speak to you in terms you could understand and not in condescending tones? What are their limits on how many design changes you can make? Is there a limit on how many pages your site can have? What’s the cost for additional pages? What are the per hour charges for changes and updates?

Very importantly, are they available to do updates after launching your website? Ask about this before committing to a developer — what’s their turnaround time for updates and how much do they charge? I’ve had many authors come to me bemoaning the fact that after their website is up, their developer is unresponsive, takes much too long to make simple updates, and is very expensive. 

"What should I put on my author website?" I often get this question from authors and my standard response is, “Anything you want!” It’s one of the primary reasons for having an author website. You can share the basic information, but also include content readers can't find anywhere else. You can put your author bio, photos, audio and video, book information, excerpts, reading guides, your blog, media coverage, contact information, event schedule, and more — even your cat photos.

The next question I get is, “Isn’t that too much? Won’t they get overwhelmed?” The key is to organize it well. A well organized menu helps — don’t have too many main menu buttons, and instead have drop-down menus, or sub menus, with the additional information. With menus and sub menus, or layers, your visitors can drill down as deep as they want, or just skim the surface. So have no more than about eight menu buttons, and then have submenus or links on the main pages to more detailed content. Below, we'll discuss the major content categories for your website. This is a concise listing and by no means complete, but it will give you a good start.

Author Bio

Provide a short author bio and long author bio. The long one goes on your “About the Author” page, and this can be pretty long. Again, if someone gets to that page they want to know more. The short bio can go perhaps on the home page, with a “read more” link to the full bio. Include author photos, and list upcoming author events on your bio page or on a separate page. If they are frequent, make it a menu button.

Books

Each book should have its own page on your author website with a long book description. You can list all of your books on a page, but then link (via a "read more" link) to a dedicated page for each book. If you send a link to someone for a book, you don’t want them to have to scroll down the page to find the book you are referring to. It’s also better for search engine optimization (SEO) if you provide individual book information and utilize relevant keywords and book metadata.

Take IngramSpark's Free Online Course: Metadata for Books

Each book should have the obvious — the title, subtitle, publisher, book cover, and series and series number, if applicable. You should also include information like the pub date, binding, ISBN, and page count. Add video and audio if you have it. You should offer an excerpt for viewing or download, and add book reviews as they come in.

Have links to retailers where your books are available for sale. The key ones in the U.S. are Amazon, Barnes & Noble, IndieBound (independent bookstores), Books-A-Million, and Apple iBooks. Indigo and Kobo for Canada. For other countries, ask local authors or publishers.

Mailing List Sign Up

Start collecting email addresses even if you are not sure what you’ll do with them. When you decide you want to do a newsletter, you’ll be thankful you did. Use a service like MailChimp or Constant Contact. They give you the form to put on your author website and the signups go directly into your email list.

Blog

To blog or not to blog? Most marketers will say it can only help. Some tips:

  • Write on topics related to your books, or on topics in which you are fairly knowledgeable.
  • Try relating them to current news events and use relevant keywords to try to improve your organic search volume.
  • Announce posts on social media to drive traffic back to your website.
  • Blog at least once a week so you appear active. 

Contact

You should encourage readers to contact you. Few authors will get too many messages, and the upside is interacting with your readers and possible opportunities. Use a form that hides your email address so it doesn’t get “harvested” by spammers. Be sure not to ask for too much information, because the more you ask for, the fewer people will contact you. There is no need to know their phone number or address in the initial contact.

Media Page

On your media page, include author photos and book covers to download, and maybe links to your online coverage. Put a link to your contact page so that media can easily reach you if interested.

Now that you have the core content, always add and enhance. A website is always a work in progress and providing frequent updates or new content will give your fans a reason to follow along.

Listen to the Digital Book Marketing Episode on Season 3 of Go Publish Yourself

You Author Platform and Brand

When visitors arrive on your author website, what message do they get? Can they immediately ascertain who you are and what you write about? Ask people—other authors or people who do not know you or your work—what is their first impression when they arrive at your website?

Include some testimonials, which are similar to review quotes but more oriented toward you as a writer, versus individual books. They can be very good in convincing potential readers, and media, that you are a great writer, not just a one-book wonder.

Take IngramSpark's Free Online Self-Publishing Course, How to Build An Author Platform

Mailing Lists and Newsletters

As mentioned above, set up a mailing list at a service like MailChimp or Mailerlite as soon as possible, and start collecting email addresses on your author website. These services make the process easy, from creating a form for your website to creating professional looking newsletters. Anyone who signs up for your mailing list is interested in you and your workthey are sometimes even referred to as “Super Fans” and are most likely to purchase your books and spread the word. As soon as you're ready to begin promoting your book, you’ll have a ready and waiting audience to announce it to. You can send an email out for feedback when you have a designed book cover, when your book is available for pre-order, on publication day, and more. 

Selling: Booksellers or Direct?

Obviously, selling books is the ultimate goal of your book marketing efforts. Selling direct often seems appealing. You get to keep a larger percentage of the sale price, but is this something you want to do? Do you want to be taking orders, packing, and shipping books? This could take up a lot of the time you could be marketing your books or writing your next book. Consider selling through online retailers and providing purchase links to their websites where your books are available. It’s a much larger potential audience, and people feel more comfortable buying from them.

Social Media Links

Add “Follow Me” buttons for Facebook, Twitter, Instagramwhatever social media pages you have. You can also have your feeds display on your author website with recent posts, encouraging people to follow you. The more followers, the better, because whenever you post a new book or blog to your website, you can announce it to your followers to drive traffic back to your site. This is a great way to use social media in an interactive waypost on social media to drive traffic to your website, and have social media links or feeds on your website to drive traffic there to add followers.

Learn More About Social Media Marketing with IngramSpark's Free Online Course

Press/Media Page

The press/media page is a collection of author photos, book covers, media coverage, testimonials, review quotes, and anything else that may be of interest to the media or reviewers. This should serve as everything they need on one page. Making their job easy will put you in their good graces, and increases the chances they might give you some type of coverage.

You want media to be able to contact you easily. Have a short form, but then offer other ways if you choose. If you have a separate publicist, agent, or speakers bureau you may want to list them or link to their website as well.

Book Giveaways

This can be a good way to generate traffic, get readers interested in your books, and get people to sign up for your mailing list. You can also use your mailing list to announce the giveaway.

As you can see, there are many types of content you can add to your website and many ways you can use it in your marketing efforts. While it can seem overwhelming to consider all of the thought that goes into creating an author website, if you follow the steps above, you're on your way to an author website that stands out from the rest. Readers want to know more about you, and your author website allows you to control what they see when they search for you. What are you waiting for? Build an author website, connect with your readers, and start selling more books.

Get More Tips for Author Websites: 

Search Engine Optimization: Basic SEO Tips Every Author Website Needs

Important Author Website Metrics to Monitor

 

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This post was updated on 2/28/2019. It was originally posted on 4/12/2018.

John Burke

John Burke spent about fifteen years working in publishing and bookstores. He is the Co-Founder of Pub Site, the easy-to-use website builder for books and authors, and COO of FSB Associates, the premier online book marketing firm.

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