Author Website Do’s & Don’ts

 

 

When authors create a website to promote their latest book, they are also branding themselves. Which image do you want to promote? What voice will you communicate in? how do you want others to perceive you?

 

Authors need to answer the big questions. What are you offering and how are you qualified to deliver it?

 

Authors must look into the mirror and figure out what they want to offer. What problem do you solve – or what need do you fulfill?

 

So, step one, determine the big picture. Once you settle on that, figure out how you will convey that message. will you:

 

·         Call upon video, audio, photos, illustrations, charts, and words?

·         What colors, font size, typefaces, and design will you utilize?

·         Have a tool bar, with all of the clearly labeled sections that one expects – and needs -- to easily navigate your site?

·         Include call-to-action buttons, such as Buy Book?

·         Offer a lead-generator – a free, downloadable item that visitors will provide their email names in order to get it?

·         Avoid distracting people with too much information on a page, too many flashing or moving images, or annoying pop-up ads?

·         Make sure you do not use passive language?

·         Share stories/case studies/statistics to prove your value?

·         Provide testimonials/reviews/praise from third-party validators?

 

The key is to make sure your website is easy-to-use, idiot-proof, and filled with the information necessary to convince someone to make a buying decision in your favor. Be clear not just on WHAT you offer, but WHY they would desire or need it. Make no assumptions. Spell it all out.

 

Your website is likely to have the following elements:

 

·         About You

·         About The book

·         Free Download

·         sample Chapter or Excerpts

·         Contact Page with social media icons

·         Introductory video (90-120 seconds)

·         Testimonials

·         Links to media appearances

·         List of upcoming/recent speaking engagements

·         Home page that invites people in with a mantra/tagline

·         Supportive data/statistics to help sell your point

·         Blog

·         Podcast

·         Newsletter

 

“Place important text and important calls to action along the path that the human eye travels when glancing at a website,” says Donald Miller in his book, Marketing Made Simple.

 

“Meaning, their eyes are drawn to the top left of the website first, then scan across to the top right, then diagonally down and across, the middle of the page to the bottom life and then back across to the bottom right.

 

“These are two places we recommend placing direct and transitional calls to action. The first is at the top right of the page, which is by far the most valuable real estate on your web page. The second is directly in the middle of the header beneath your heading and subtitle.”

 

Your website is your store, it’s your home, it’s your chance to make a strong case for what you offer. Imagine being in a store and whispering into the ear of a potential customer. Your site allows you to be everywhere – and anywhere one seeks to decide on whether your book should be bought.

 

It all comes down to your providing enough imagery, facts, fantasy, and value so that one can only conclude that they will want your book. Sure, you have competitors and of course money is always a factor, but I guarantee you that one will buy your book when you give them enough strong reasons to do. So, let your website be all that it can be. Frequently look to revise and update it. It’s a living, breathing organism. Take control of your site – and your book’s fate.

 

   Need Book Marketing Help?

Brian Feinblum, the founder of this award-winning blog, can be reached at brianfeinblum@gmail.com  He is available to help authors promote their story, sell their book, and grow their brand. He has over 30 years of experience in successfully helping thousands of authors in all genres. Let him be your advocate, teacher, and motivator!

 

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About Brian Feinblum

Brian Feinblum should be followed on Twitter @theprexpert. This is copyrighted by BookMarketingBuzzBlog ©2023. Born and raised in Brooklyn, he now resides in Westchester with his wife, two kids, and Ferris, a black lab rescue dog. His writings are often featured in The Writer and IBPA’s The Independent.  This award-winning blog has generated over 3.3 million pageviews. With 4,400+ posts over the past dozen years, it was named one of the best book marketing blogs by BookBaby  http://blog.bookbaby.com/2013/09/the-best-book-marketing-blogs  and recognized by Feedspot in 2021 and 2018 as one of the top book marketing blogs. It was also named by www.WinningWriters.com as a "best resource.” For the past three decades, including 21 years as the head of marketing for the nation’s largest book publicity firm, and two jobs at two independent presses, Brian has worked with many first-time, self-published, authors of all genres, right along with best-selling authors and celebrities such as: Dr. Ruth, Mark Victor Hansen, Joseph Finder, Katherine Spurway, Neil Rackham, Harvey Mackay, Ken Blanchard, Stephen Covey, Warren Adler, Cindy Adams, Todd Duncan, Susan RoAne, John C. Maxwell, Jeff Foxworthy, Seth Godin, and Henry Winkler. He recently hosted a panel on book publicity for Book Expo America, and has spoken at ASJA, Independent Book Publishers Association Sarah Lawrence College, Nonfiction Writers Association, Cape Cod Writers Association, Willamette (Portland) Writers Association, APEX, and Connecticut Authors and Publishers Association. His letters-to-the-editor have been published in The Wall Street Journal, USA Today, New York Post, NY Daily News, Newsday, The Journal News (Westchester) and The Washington Post. He has been featured in The Sun Sentinel and Miami Herald. For more information, please consult: www.linkedin.com/in/brianfeinblum.