It’s incredible how many subject matter experts (SMEs) are
required to publish and promote a book. The scary part is they’re all usually
the same person. Especially if you’re like me, a hybrid author living most of
her life in the indie space. Since I began writing in 2017, I’ve had to become
an SME in editing, proofreading, book formatting, copywriting, tech systems,
cover design, social media, website design, marketing…the list goes on. As
authors, we’re responsible for so much beyond just writing an engaging story
with relatable characters and a twisted mystery. For me, all these things I’ve
had to learn over the years, I’ve figured out by doing and googling the heck
out of how-to videos. In this profession, you learn something new every day, or
you’re forever playing catch up.
So, when I learn something, I try to share it with others. I
do this mostly through the tutorial videos on my
YouTube channel, which highlight how to use programs like Canva to make
eye-catching book promotional materials. But today, I want to share some tips
and suggestions when it comes to managing your author website.
I will be very honest; managing my website is one of my least favorite
things. I try to remind myself that a website is often the first impression
someone gets when looking an author up online. As the host of A Bookish
Moment and The Bookish Hour, I use author websites all the time to
get information about my guests. It’s the first window we get into who an
author is and what they’re all about.
The checklist below is a compilation of things I am looking
for when I’m visiting an author’s website or working on my own:
·
An up-to-date “About” section
o
This is meant to introduce yourself to your
readers and charm them. Share a bit of your journey through this section, but
keep it professional enough that interviewers and bloggers can use this
information to write an introduction or biography for your feature.
o
First person versus third person: Writing an “About”
in the first person often feels like you’re communicating directly with the
reader, which is lovely. However, if you don’t provide a media kit on your
website (see bonus point), a first-person write-up can be a royal pain for
interviewers and bloggers. I often use the “About” section to craft a bio for
my podcast or blog guests; third-person write-ups make this much more
manageable.
·
A high-quality, professional-looking headshot
o
What do you want your first impression with a
reader, interviewer, or conference host to be? When I come across a blurry or
unfocused photo on a website, I am forced to question the competence of the
individual. These are our jobs, our careers. We should be professionally
presenting ourselves. This doesn’t mean your photo can’t be fun. Showcase your
personality; just make sure you're wearing business casual clothing and have a
high-resolution image (1080x1080 pixels or more).
·
An up-to-date “Book(s)” section
o
Make sure your books are displayed somewhere on
your website. This might seem like a given, but I’m amazed at how often I have
to scour a website to see the books an individual has written. And when I find
their book listing, they only have their first or latest book posted. ALL your
books should be somewhere on your website. If you’ve written a lot, it’s a
pain, I know, but it’s a necessity. You want readers to be able to see and
access everything you’ve done because who knows which book will resonate with
them. You don’t have to have long-winded descriptions of each. For my
fourteen-book Court of
Mystery series, I highlight the latest release and then have thumbnails of
all the other books in the series.
o
Make sure the book covers are formatted so
interviewers can download the images for any promotional materials they need.
·
A form or pop-up for newsletter sign-ups
o
We all have heard about the importance of a
newsletter in marketing. It is the one contact list we own as authors. If
social media ever vanishes, we could still communicate with readers through our
newsletters. So, it’s vital that signing up for such a list be made accessible.
Most platforms allow integration between your newsletter and website (some companies
even offer both services). Make sure your newsletter sign-up is prominently
displayed or called out on your website. This way, you can direct readers to
your webpage instead of a newsletter sign-up URL.
·
Bonus: An online media kit
o
As an interviewer, when I come across an author
webpage with an online media kit, I’ve hit the jackpot. It’s a one-stop shop
for everything I need when crafting a feature about the author. A media kit includes:
§
A third-person biography
·
I like to provide bios with different word
counts to make sure I cover any situation (fifty words or less, a hundred or
less, and two paragraphs are my recommendation)
§
A professional-looking, high-resolution headshot
·
With the quality of cell phone cameras these
days, you don’t need to break the bank by hiring a photographer. The photos in
my media kit were taken by my husband and a small $10 tripod I bought on
Amazon.
§
High-resolution images of your latest book
covers
§
Shareable links
·
These include (but are not limited to) your
website, newsletter sign-up, book product pages, book listings on preferred retailers,
and writing extracurriculars (such as a blog or podcast).
If I find all this information on an author’s website, I’m
happy. This means that, as an interviewer or blogger, I can get everything I
need in one place if/when my guest doesn’t send the materials to me.
You don’t need tabs and tabs of information on a website,
either. I’m guilty of having too many tabs because I have too much going on in
my author and author-adjacent worlds. A simple one or two-page website can get
the job done, and it becomes much more manageable in the long run.
I also recommend dedicating time every month to sit down and
visit each page of your website to ensure that they are functioning as
expected. You’d be amazed how often a broken URL can occur, and by scheduling
time to check out your website, you can keep the content up to date. I used to
do this only when I had a new release rolling out, and the number of
items I had to address beyond incorporating my latest book was overwhelming.
Websites, unfortunately, aren’t a “set-it-and-forget-it” type marketing tool.
They need to be maintained to be valuable.
What do you like to see when visiting an author's website?