Why AI means your author website is more important than ever
There’s been much discussion among authors about artificial intelligence and the impact it’s going to have on the ‘career’ of a writer. Which let’s face it, has been perilously risky for years even before this little disruptor came along...
Some honest thoughts about writing as a career →
We can’t deny that artificial intelligence (AI) is a game-changer across many industries.
From automating boring, repetitive tasks (yay!) to generating creative content (argh!), AI has already begun to reshape the digital landscape dramatically.
For authors, I honestly believe AI presents both challenges and opportunities.
But more than ever, in this era of AI-driven tools and innovations, having an author website is not just a luxury - it’s a necessity.
Here’s why establishing and maintaining your own corner of the internet is more crucial than ever.
1. Owning your digital presence
AI algorithms are increasingly driving content discovery on platforms like social media, search engines, and marketplaces.
While these platforms are essential for reaching readers, they are controlled by third parties, meaning your visibility can fluctuate based on algorithm changes.
You all know my feelings on social media, and how it can’t be used to replace your own data!
An author website acts as a stable, central hub for your brand, ensuring you maintain control over how you’re presented to the world.
When readers, agents, or publishers search for you online, a professional website ensures they find accurate, up-to-date information about your work.
It’s your digital business card, offering a polished, reliable point of contact in an internet landscape that’s becoming increasingly noisy and chaotic.
2. Establishing credibility in an AI-driven world
I think the one thing that’s going to set human authors apart from AI authors is exactly that: the human element.
Humans want to engage with other humans. It’s built into our DNA!
However, there’s no denying AI tools can now generate impressive content, from blog posts to short stories and even entire books (although I have yet to see one that matches a book written by a human, it’s only a matter of time…).
While some people have found this exciting, it’s also led to an influx of low-quality or derivative works flooding digital marketplaces.
In such an environment, distinguishing yourself as a credible, talented author is more important than ever - and showing the human, authentic side is going to become increasingly powerful from a marketing perspective.
Your website serves as a testament to your professionalism. By showcasing your published works, reviews, awards, and upcoming projects, as well as snippets of who you really are as a person, you build trust with your audience.
Readers are more likely to engage with an author who demonstrates authenticity - something AI-generated content cannot replicate.
3. Building a direct connection with your audience
Social media platforms and online retailers like Amazon are excellent for reaching tons of people, but they come with many frustrating limitations.
Algorithms determine who sees your posts, and access to your followers can be restricted by paywalls or platform policies.
In contrast, your website offers a direct, unfiltered channel to your readers.
Through features like newsletters, blog posts, and interactive elements, you can build deeper connections with your audience.
I truly believe that 2025 is going to be the year of Respecting Your Reader and building a real, genuine relationship with them!
I know I’ve talked about it at length before but allow me to reiterate just how important your own email list is going to become.
Unlike social media, where audience reach is often throttled, having your own email list ensures your updates land directly in your readers’ inboxes.
This direct line of communication is crucial for building loyal fans in a digital world increasingly mediated by AI.
We don’t know what the future of traditional publishing will look like - but one thing is for sure, publishers are becoming even more picky about what they acquire, and it’s harder than ever to get a book deal.
Which means that even if you do have a traditional publisher, nurturing and building an audience that you ‘own’ is the best way to safeguard your future career.
I have a very successful Sunday Times bestselling client who’s been traditionally published for nearly a decade, but she has poured her heart and soul into building a dedicated fan base through her email newsletter, knowing that if she does ever find herself without a publisher, the move to self-publishing will be much easier as she has her own direct connection with her readers.
4. Showcasing your unique voice
AI excels at mimicking, but it lacks the personal touch and individuality that define great storytelling.
The key word there is individuality.
Your author website is your very own platform to express your unique voice and perspective.
Now more than ever, I’m advising my clients to start publishing blog posts, behind-the-scenes content, and bonus content so that they can share their creative journey in a way no machine could replicate.
This personal touch not only attracts readers but also keeps them engaged.
By providing insights into your writing process, inspirations, and challenges, you make your audience feel invested in your work.
Again, this sense of connection is something AI cannot emulate, and is our most powerful advantage.
5. Adapting to AI-driven search trends
I appreciate that this point may go over the heads of many authors, but bear with me…
AI is changing how search engines operate.
Tools like ChatGPT and Google’s AI-enhanced search are making content discovery more conversational and nuanced.
For authors, this means making sure your website is optimised for AI-driven searches is essential.
A well-structured, SEO-friendly website ensures that your work will appear in search results, whether that’s traditional Google or through newer search methods.
This is why I don’t recommend using some of the free author website platform builders like Canva - they don’t offer anywhere near the level of SEO customisation you need.
As a start, it’s important to use keywords related to your genre, themes, and audience to make your site more discoverable.
Include rich metadata, alt text for images, and detailed descriptions of your books to help AI-powered tools index your content effectively.
6. Offering exclusive content
In a world where AI can generate endless amounts of generic content, exclusivity becomes a powerful draw.
Your website allows you to offer something unique to your readers - whether it’s a sneak peek at your next book, a downloadable short story, or behind-the-scenes videos.
These exclusive offerings not only attract visitors but also encourage them to return.
If you want to take it one step further, then a dedicated section for members-only content or a subscription-based model can turn casual readers into loyal fans.
By creating value that AI cannot replicate, you reinforce your position as a one-of-a-kind creator.
7. Protecting your intellectual property
With AI tools capable of creating derivative works, concerns about intellectual property (IP) are on the rise.
An author website provides a clear record of your original content, serving as a timestamped portfolio of your work. This can be invaluable if you ever need to assert your rights over your creations.
Additionally, your author website allows you to communicate your copyright and usage policies directly to your audience.
Whether you’re sharing excerpts, images, or downloadable content, you can clearly outline how your work can and cannot be used.
8. Monetising your work directly
While platforms like Amazon and Etsy are great for selling books and merchandise, they often take a significant cut of your earnings.
Your author website allows you to sell directly to your audience, maximising your revenue.
By adding e-commerce functionality to your author website, you can offer signed copies (definitely not something an AI book can offer!), personalised messages, or bundled deals.
Direct sales also give you access to valuable customer data, helping you better understand your audience and tailor your offerings - and also provide you with a list of people to market to when your next book is released.
9. Demonstrating your knowledge of industry trends
The publishing industry is undergoing rapid transformation due to AI.
From AI-assisted editing tools to automated audiobook production and translation, staying informed about these changes is crucial for authors.
Your website is somewhere you can showcase your adaptability as an author.
Would you be prepared to take on IP projects, for example? Or be willing to edit a book that’s been written by AI?
If you find this kind of stuff interesting, you can also consider blogging about industry trends to position yourself as a thought leader in the publishing world.
This not only enhances your credibility in the industry but also attracts opportunities for collaborations.
10. Future-proofing your career
The digital landscape is unpredictable, but having an author website provides stability.
As new technologies emerge and platforms rise and fall (TikTok in the US anyone?!), your website remains a constant - a home base that’s entirely yours.
Investing in your author website ensures you’re prepared for whatever the future holds.
Whether AI leads to new marketing opportunities, shifts in reader behavior, or changes in publishing norms, owning your own website gives you the flexibility to adapt.
Tips for building an effective author website
I’ve got tons and tons of information on building an author website on this blog. You can find some of my most popular posts at the bottom of this one.
But here are some quick headline tips on making sure your author website is as effective as possible:
Prioritise user experience: Ensure your site is mobile-friendly, easy to navigate, and visually appealing. Readers should be able to find information quickly and effortlessly. LESS IS MORE!
Include essential pages: At a minimum, your site should have a homepage, an about page, a books page and a contact page.
Optimise for SEO: Use keywords, meta descriptions, and alt text to improve your search engine ranking. Regularly update your content to keep it fresh and relevant.
Integrate social media: Link to your social media profiles to encourage cross-platform engagement. Regularly use social media to drive traffic to your website and vice versa.
Encourage newsletter signups: Offer an incentive, like a free eBook or exclusive content, to encourage visitors to join your mailing list.
Showcase reviews and testimonials: Positive feedback from readers, critics, or industry professionals builds trust and credibility.
Regularly update your content: Keep your audience engaged by posting new blog entries, announcements, or behind-the-scenes content.
Invest in a professional design: A polished, well-designed site reflects your professionalism and commitment to your craft. Want some help with your website? You know where I am (literally, here. On this website)! I also have a course that can help you to build your own site here.
What about using AI to build your author website?
It would probably be remiss of me not to answer this question in this blog post…!
Because yes, it’s true - AI tools are increasingly being used to design websites, offering quick, cost-effective solutions for authors looking to establish an online presence.
Squarespace actually offers its own AI Website Builder →
However, while it’s possible to use AI-driven platforms to create an author website, there are plenty of drawbacks.
AI tools often rely on templates and may lack the creativity or nuanced understanding needed to reflect your unique brand as an author.
You’re likely to end up with a very mediocre website that looks the same as many other authors.
Using AI to build your author website is also not without its own learning curve.
AI can be an amazing tool but you need to understand how to get the best out of it to get the results you want.
On the other hand, working with a human designer like me ensures a tailored - HUMAN! - approach that captures your personal style and professional goals.
Web designers are experienced at understanding the nuances of our clients, pointing out things that they might not even realise they need.
We hold your hand throughout the process of building your author website, ensuring that you get the most out of the experience, making helpful suggestions and incorporating bespoke elements. We can also provide ongoing support, and ensure your website aligns perfectly with your vision.
Conclusion
In an era where AI is transforming how we create and consume content, having an author website is more important than ever.
It’s your digital headquarters, a space where you can control your narrative, build meaningful connections with readers, and showcase your unique talents.
By investing in a professional, engaging website, you’re not just keeping up with the times - you’re setting yourself apart in a crowded, AI-driven marketplace.
Whether you’re a debut author or a seasoned veteran, now is the time to stake your claim on the web and secure your place in the literary world.
Save 10% off your first year’s Squarespace subscription using code CHARLOTTE10
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