Building an author website is a crucial step for self-publishing authors aiming to establish a professional online presence and connect directly with readers. Here’s our guide to how you create an effective author website, and why you should.
Why not just use social media?
Social media platforms are vital for online marketing, but they experience constant changes in their algorithms, features, and visibility. Facebook’s organic reach (the amount of visibility your page gets without paying for promoted posts or ads) has declined dramatically since 2014, whilst Instagram’s shift away from chronological feeds has impacted content visibility. TikTok’s rapid rise and Twitter’s recent changes demonstrate how quickly the social media landscape can transform. All of this is outside your control. And never forget, social media platforms are there to make money. And that means from you — they want you to advertise. Unlike social media platforms, your website is yours to control. You can present your work exactly how you imagine it. For self-publishing authors, a professional website combined with an email marketing list serves as the cornerstone of your digital presence. It can become your primary tool for building credibility and connecting with readers. A well-optimised website also helps readers find you through Google searches related to your name, book titles, or genre. This organic discovery can be valuable for building your audience.
Your author platform’s foundation
Your author website and email list form the bedrock of your ‘author platform’ (your online presence). Whilst social media and retailers provide valuable exposure, your website and mailing list are the only digital assets you truly own and control. These two elements work in tandem: your website attracts and engages readers, whilst your email list helps you maintain lasting connections with them. Your website serves as a central hub for reader engagement, allowing you to foster a community around your work through newsletters, exclusive content, and direct communication.
Email newsletter integration
Your website should make it simple and appealing for visitors to join your mailing list. Place a clear newsletter sign-up form on your homepage and consider a subtle footer form across all pages. The sign-up invitation should be straightforward but specific — for instance, rather than simply ‘Subscribe’ or ‘Sign up’, give a reason. ‘Join my reading community for new release announcements and exclusive content’ is good. Even better is to provide a free download, e.g. an extract from a previous book. Ensure your form is mobile-friendly and only asks for essential information, typically just an email address and perhaps a first name. The more fields you add to the form, the fewer people will complete it. For detailed guidance on building and maintaining an effective author mailing list, including strategy, tools, and engagement techniques, see this article on email lists for authors.
Direct sales
Using a service such as Print Trail, you can offer direct book sales from your website, with no commission to Amazon. Through direct book sales, you retain significantly higher profits whilst building valuable customer relationships. Remember, a sale made on Amazon (and other retailers) is not your direct sale. You don’t have that reader’s email address, so you can’t contact them directly. When you sell directly to customers on your own website, you’re not only making a sale; you’re building your email list to be able to engage with the reader, potentially for years. If you want to sell books directly from your website, you will need to make sure your website provider supports e-commerce. The options listed below do. If you’re selling a lot, also consider Shopify — the biggest e-commerce website builder platform.
Essential content for your author website
Keep your website’s content simple. Here’s the basics.
- Home Page: Your website should begin with a compelling homepage that immediately conveys your identity as an author and the genre or subjects you write about. Clearly convey who you are and what you write. Include a compelling call-to-action, such as signing up for your email newsletter and/or downloading a free chapter.
- Books Page (or combine with the home page): Showcase your work with high-quality cover images, engaging descriptions, and links to purchase. Include excerpts and reviews to entice potential readers.
- Contact Page: Provide a simple way for readers and media to contact you, whether through a contact form or direct email.
- Email Sign-Up Form: Encourage visitors to subscribe to your newsletter by offering exclusive content or updates, helping you build a dedicated readership.
- About Page: Share your story in a relatable way. Highlight your background, writing journey, and any fun or unexpected facts to connect with readers.
Text content online should generally be short and sweet. People reading online content tend to scan and will avoid long sections of text. As a general rule, text on your homepage should be very concise, using short sentences and short paragraphs. Whereas your About page can go into more detail. Remember also to include your social media links in your website. This is commonly added to the footer (i.e. the bottom) of the website. Adding the links to the footer means they appear on every page automatically.
Common misconceptions
- “I’ll build it after I publish.” Starting your website before publication can help build anticipation and grow your email list.
- “It’s too expensive.” Affordable website builders and templates make it possible to create a professional site without significant expense (more on this in a moment).
- “Social media is enough.” While useful, social media platforms don’t offer the control and permanence of a personal website.
- “I’m not tech-savvy.” Modern website builders are user-friendly, and numerous tutorials are available to guide you through the process.
Choosing your platform
There are many online platforms for building your author website, each with its own merits. We’ll cover just a few here. Platforms like Squarespace and Wix offer user-friendly templates suitable for authors, allowing you to create a professional-looking site without extensive technical knowledge. You use a point-and-click user interface in your web browser to build your site using templates and ready-made components. The hard work is done for you – it’s like building with Lego. And most providers allow you to purchase a domain name for your website, too. Here are a few other website builders to consider:
These providers include hosting at reasonable monthly costs, typically ranging from around £4 to £15 per month*.
Graphics and images
It can be tempting to use AI-generated images, however, use these with caution — they often look amateurish. Instead, use free online design tools like Canva for designing website graphics and Unsplash for high-quality images to enhance your site’s visual appeal. Bonus tip: These tools are great for social media content, too.
Summary
Creating an author website need not become overwhelming – even if you are a non-technical person. Keep it simple. Use a website builder platform to make it easy. Focus on clear communication, professional presentation, and reader engagement. Begin with the essential elements listed above and expand as your needs develop — for instance, you may add a blog and post updates such as your upcoming releases, cover reveals, behind-the-scenes insights, and book signing events. Rather than waiting until publication, it is best to launch your website early, during the writing process. This allows you to build anticipation and grow your email list ahead of launch. Begin with essential pages and gradually expand your site’s capabilities as your needs evolve. Regular content updates, whether through blog posts, news items, or event announcements, help maintain visitor interest and improve search engine visibility. Armed with these fundamentals, you’re ready to create an author website that works for you as the centre of your author platform. *Note: Website platform costs mentioned are approximate and may vary by region and provider. Review current pricing when making your selection.