5 things every author website needs
So, you’ve decided to get your author website sorted! Well done! But now you’re wondering what exactly you need to include on it? Let me run you through the basics…
I’m surprised by the number of authors I speak to who know they need a website, but aren’t entirely sure what to put on it, besides their books. I’m also surprised to see so many author websites that list their books but no links to buy them, or offer no way of contacting the author.
These are such missed opportunities! If a reader is browsing your website, they’re already halfway there to buying your book, and they definitely want to find out more about you - so the most important thing an author website can do is make this as easy as possible for them.
So, in no particular order, here are my top 5 things every author website should have…
1) A mailing list sign up form
The number one thing an author website needs is a form to subscribe to a mailing list. Forget a page of lovely quotes about your writing - telling readers you have a mailing list is more important! Yes, really.
I’d even go so far as to say that if you don’t want a full author website, at the very least you should have a holding page with a link for your readers to sign up for updates from you. This is super easy to set up - you can do it in Squarespace yourself in about an hour (top tip: use a Cover Page).
I understand that many authors feel overwhelmed by the thought of setting up a mailing list and sending out a newsletter, but here’s a little secret - you don’t have to send out anything yet!
All you have to do is have the option for readers to sign up to your mailing list. That way, you’re collecting their details for the future. It’s an important and easy way of staying in touch with any fans who visit your page.
It’s been proven time and time again that email marketing is so much more effective than social media, and yet so many authors panic sign-up to every social platform across the board and completely ignore the less ‘exciting’ prospect of growing their email list.
Your mailing list is the only data you own - it’s all very well having a huge Instagram following, but if one day Instagram closes, or the algorithms change, you can lose access to your followers in an instant. Whereas very few people change their email address. Don’t forget too that, depending on the demographic of your readers, they might not even use social media. However, they’re sure to have an email address.
Top tip: if you don’t want to worry about getting your head around a third party provider such as Mailchimp, Squarespace now offers its own email marketing platform, Squarespace Campaigns.
2) Links to buy your books
Another thing every author website should have are easily visible links sprinkled throughout your site (at least one on every page) to send readers straight to buy your books.
It’s amazing how many authors stick up a picture of their cover and blurb and forget this crucial last step. The easier you make it for people to buy your book online, the more copies you will sell!
You don’t have to just link to Amazon, either. Ask your publisher which retailers they want to support the most and include these. And don’t forget if you want to support your indie bookshops (bit of a no brainer this one!), you should also link to Hive or Bookshop.org.
Top tip: use buttons rather than text to draw attention to your links.
3) Your author biography
I suggest you have two versions of your author bio. A short but sweet one, which should live on your homepage so that anyone visiting your website knows within a couple of seconds who you are and what you write.
You should also provide a longer, more formal bio on your ‘About’ page, which the press can use when they’re writing up pieces about you.
On your About page you should also have your headshot. It’s a bit of an investment, but it’s really worth getting your headshots taken professionally. A dark, blurry, out-of-focus or cluttered headshot gives the impression that you don’t take your writing seriously. If you’re looking for a headshot photographer, I’m happy to recommend one - just get in touch.
Top tip: write your long author bio in the third person so that journalists and bloggers can easily copy and paste it.
4) A contact form
Another thing that many authors forget to include on their website is a contact form. No, I know you don’t want to be inundated by crazed fans, but the likelihood of this is pretty small (unless you’re JK Rowling…) and it’s lovely to receive messages from readers.
Writing is a lonely business, and it can be a real pick-me-up to hear how much someone has enjoyed your last novel when you’re in the midst of an edit.
The reason a contact form is good too of course, is that it protects your privacy - you don’t have to put your actual email address on your website. They’re also super easy to set up in Squarespace.
Don’t forget to provide contact information for your agent, publicist and whoever handles your foreign and TV rights on your Contact page as well. This is another really important step that authors often miss.
Top tip: worried about spam? In Squarespace you can add a Google reCAPTCHA to your contact form which requires visitors to prove they’re not robots before submitting.
5) Links to your social media pages
(Just to prove I don’t hate social media!)
Last but not least, make sure you include links to all the social media platforms that you regularly update. And that’s the key - only include links to the ones you’re truly active on.
Got a dusty old Twitter page that hasn’t been updated in years? Then leave it off your website. It’s far more important to be effective on one or two platforms than ineffective on lots.
Don’t want to do social media? Don’t panic. Like I say, so long as you have a mailing list up and running, you’ll be able to keep in touch with your fans directly anyway.
Top tip: Squarespace allows you to easily connect tons of social media accounts to your website - even Goodreads! Find out more about how to connect them.