How to build an author website: a step-by-step guide for authors
I know lots of people still think that authors don’t need websites (ye Gads!) but I’m here to politely - but vehemently - disagree.
As an author, your website is more than just a fancy Linkedin page or an ego-exercise - it's your online ‘home’, a hub for your writing career, and one of the most important tools you have for engaging with readers, building your audience, and selling your books.
Do authors REALLY need websites? →
Whether you’re an experienced writer or just starting out, having a professional author website is crucial in today's digital age. And it’s never too late to set one up!
The homepage of my own author website
Many authors avoid setting up a website because they aren’t huge fans of technology, but putting one together doesn’t have to be a totally stressful experience - I promise!
In this post, I’ve compiled some of my expert tips to help you create and maintain an author website that not only looks great but also helps support your writing career.
Let’s get started shall we?
Author website tip 1: Define the purpose of your website
Before diving into the techy stuff about building a website, it's crucial to understand its purpose and who your target audience is.
Ask yourself:
What do you want your website to achieve?
Are you focusing on book sales, reader engagement, or establishing a blog for content marketing? Or do you want to build your mailing list? (hint: this would be my main aim!)
Who are your readers? What do you think they expect from an author’s website? If they google you, what do you think they’re hoping to find?
Make some notes and keep these in the forefront of your mind as you begin to work on your website. Make sure that everything you put on your website is helping to serve these goals.
Expert tip: create reader personas
Building reader personas - or ideal reader avatars - can help you better understand your audience's needs.
A reader persona is a semi-fictional character that represents your ideal reader.
You want to think about factors such as age, gender, interests, reading habits, and the type of content they enjoy. Tailor your website to these personas to make it more appealing and engaging.
Author website tip 2: Choose the right platform
The platform you choose for your website will influence its functionality, flexibility, and - most importantly of all: ease of use.
Popular options for authors include WordPress, Squarespace, and Wix.
I’ve written at length about all the various website platforms that are available, but if you’ve been here before, you probably won’t be TOO surprised to hear that my number one choice is Squarespace.
Why Squarespace is the perfect web platform for authors →
Here are a few headline thoughts on each platform:
WordPress: Offers the most flexibility and customisation. It's ideal for those who want to scale their website with various plugins and features. However I don’t recommend it to authors who aren’t confident with technology.
Squarespace: Known for its beautiful templates and ease of use, it's perfect for authors who want a professional-looking site without much technical hassle.
Wix: User-friendly and ideal for beginners, but might be limiting if you plan to expand your site’s functionality in the future.
What’s the best website platform for authors? →
Expert tip: prioritise mobile responsiveness
More than 50% off all website traffic now takes place on mobile phones. So making sure that your author website is mobile-friendly is non-negotiable!
You will be shocked how many author websites I see that don’t function well on mobile - it’s incredibly off-putting to visitors and will make your website (and you! 😆) look really out of date.
Most platforms these days do offer mobile-responsive templates, but it’s still always worth testing how your site looks and functions on mobile devices.
Author website tip 3: Design with your author brand in mind
I have a WHOLE lot to say about author website design.
But let’s just start here:
Your website’s design should reflect your brand as an author.
Do not attempt to go off-piste - your author website’s design should never fight with your book cover designs.
So carefully choose colour schemes, fonts, and images that resonate with your genre and style. If you write cosy mysteries, your site might use warm, inviting colors and whimsical fonts. For a thriller author, a darker, more suspenseful theme might be appropriate.
And if you write children’s fiction, then be sure to be playful in both the site’s design and content.
Expert tip: consistency is key
Ensure that your branding is consistent across all platforms, including your website, social media, and book covers. Consistency builds recognition and trust with your readers.
Author website tip 4: Craft a compelling homepage
Your homepage is the most important page on your author website - it is usually the first page people visit, and will give the first impression visitors will have of you and your writing.
It should be visually appealing, easy to navigate, and provide an instant picture of who you are and what you write.
Key elements for your homepage:
Header: Include your name and a tagline that succinctly describes what you write.
Hero image/video: A high-quality image or video that represents your latest book or overall brand.
Book showcase: Feature your latest book or a collection of your works prominently, with links to buy directly from the homepage.
Call to action (CTA): Whether it's signing up for a newsletter, buying a book, or downloading a freebie, make sure there’s a clear next step for visitors.
Navigation menu: Simple, intuitive, and easy to use. Include links to your bio, books, blog, and contact page.
Expert tip: use above-the-fold space wisely
The content that appears on the screen before users scroll down is the most important content on your entire website, so don’t waste it!
Use this space to highlight your most important information, such as a new book release or an email signup form.
Author website tip 5: Create an engaging About page
Your About page doesn’t have to be boring!
Readers are often interested in the person behind the books they love. Your About page is an opportunity to share your story, writing journey, and what inspires your work.
I always recommend having an ‘official’ bio that media can copy and paste into articles about you, but don’t be afraid to have an informal one too, or any other fun facts you think readers might enjoy.
Some ideas on what to include on your About page:
Author bio: Write a brief, engaging bio that highlights your background, achievements, and what makes your work unique.
Professional headshot: A high-quality photo that reflects your personality and brand. -
Personal touches: Share interesting facts about yourself, your hobbies, or your writing process. This helps to create a connection with your readers.
Achievements and awards: If you’ve won any awards or have significant accomplishments, mention them here.
Top tips for taking your own author headshot →
Expert tip: add a video introduction
You could add a short video to your About page, where you introduce yourself and talk about your books. Videos are highly engaging and can help readers feel a more personal connection with you.
If you have a video on your Instagram page where you talk a bit about yourself and your writing, you can embed this into your About page - this will help drive traffic to your Insta too!
Author website tip 6: Showcase your books effectively
Your books are the star of the show, so give them the spotlight they deserve!
Make sure it’s easy and simple for visitors to browse and - most importantly - buy your books.
How to organise books on your author website →
Book page essentials:
Book cover images: Display the covers for your books prominently. Make sure these are high-quality - tiny pixellated covers will not cut it!
Synopsis: Provide a brief, enticing synopsis that encourages visitors to read more.
Retailer links: Include links so that readers can quickly click to buy your books. Use buttons that stand out.
Reviews and endorsements: Share positive reviews or quotes from other authors to build credibility.
Extra content: Consider adding sample chapters, book trailers, or a behind-the-scenes look at the writing process.
Expert tip: offer free content
If you have short stories, excerpts, or even a free eBook, offer these as downloadable content in exchange for an email address. This not only provides value to your readers but also helps build your email list.
Author website tip 7: Build an author mailing list
And on that note…
an email list is one of the most valuable assets any author can have. I am EVANGELICAL about them!
It allows you to directly reach your readers with updates, new releases, and exclusive content, but it also means if you move publishers or change direction in the future, you have direct contact with your readers.
Why every author should set up a mailing list →
Some top tips on how to build your email list:
Offer a freebie: As mentioned earlier, a free book or exclusive content in exchange for an email address is a great way to attract subscribers.
Use pop-up forms: I know they are annoying but they work! Use pop-up forms sparingly to encourage sign-ups without overwhelming them.
Make a landing page: Create a dedicated landing page that explains the benefits of joining your mailing list. This is super useful when you want to post about your newsletter on social media too.
Expert tip: put sign-up boxes on every page
Make sure your newsletter sign-up box is on every single page of your author website, to maximise the chance of visitors subscribing. A good place to put this is in your author website’s footer.
Author website tip 8: Optimise your author website for Search Engines (SEO)
SEO is important for driving organic traffic to your website.
While it can seem daunting, some basic practices can help improve your site’s visibility in search engine results.
Basic SEO practices:
Keyword research: Identify keywords related to your books and writing and incorporate them naturally into your content.
Meta descriptions: Write compelling meta descriptions for each page that include your target keywords.
Alt Text for images: Use descriptive alt text for all images, which helps with image search rankings and accessibility.
Internal linking: Link to other relevant pages on your website to improve navigation and keep readers engaged and moving through your website.
Expert tip: rename images before uploading them
Make sure you give every image on your author website an SEO-friendly file name before you upload it to your author website, alongside making sure the alt text you add when you upload the image also includes keywords.
Author website tip 9: Make it easy to contact you
Your website should include a clear and easy way for readers, journalists, and potential collaborators to get in touch with you.
Contact page essentials:
Email address OR a contact form: Provide a professional email address. If you're concerned about spam, use a contact form instead.
Social media links: Include links to your active social media profiles.
Newsletter signup: Another opportunity to grow your email list.
Expert tip: add a media kit
If you’re promoting your book or seeking speaking engagements, include a media kit on your contact page. This can consist of your bio, headshots, book covers, press releases, and any relevant media contacts, such as your publicist or agent.
Author website tip 10: Keep your website updated
An outdated author website can be really off-putting to visitors.
Make sure you keep the content up-to-date, add new books as soon as they are up for pre-order, periodically check for broken links, and ensure that all the information on your author website is current.
Expert tip: schedule regular checkups
Set a reminder to audit your website every few months. Check for updates needed in your bio, and make sure you add new book releases as soon as they’re available for pre-order.
I hope this post has persuaded you that…
… you CAN build your own author website!
I promise! Creating an effective author website is a blend of creativity and strategy.
By understanding your readers, crafting compelling content that will appeal to them, and making sure your site’s design and functionality all align, you can build a website that not only showcases your work but also actively contributes to your success as an author.
I know it sounds a bit cheesy, but try to think of your website as a living entity - nurture it, update it regularly, and watch it grow alongside your writing career!
You never know, you might even have fun while you’re doing it… 😉
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