Authors: Your Website is Your Greatest Marketing Tool

Image attribution: Vecteezy

If you’re an author, you’re also a book seller. And your website is your storefront. Not Amazon, not Barnes & Noble, not even the brick-and-mortar shops that may make room for your tomes.

There is so much to do as an author, especially if you’re self-published. You wear many hats, not all of them comfortable or well-fitting. Remember, you’re not just a creator, but also a business. If that gives you the icks, you’re not alone. When most of us begin our writing journey, we dream of putting our story into the hands of readers who appreciate our vision while we cozy up in our offices to pen the next project.

Rarely do aspiring writers imagine themselves as entrepreneurs hustling through the marketing maze. But just as the characters in our books must, to some degree, surmount incredible challenges, so must we. The good news: modern websites are embarrassingly easy to make, even for someone with no experience. Why bother?

Firstly, your website is the one avenue of connection to your readers that you fully control. Amazon, Barnes & Nobles, and other online retailers are great places for readers to buy your book, but your website is where they connect to you as a creator. It’s the place they fully immerse themselves in your world without distraction. Secondly, it’s the place you ask your reader the most important question: Do you want to come on this journey with me?

This could be in the form of a blog or email newsletter—ideally both. Having a newsletter subscription on your website gives you the ability to speak directly to your dedicated readers without having to rely on social media and aggregator ad spend. It gives your readers the opportunity to explore and invest in your most important asset: your personal brand.

If you’re a fantasy author, you may think your readers only care about the world you transport them to. If you’re on the thriller side of fiction, perhaps you believe your readers are only here for the edge-of-their-seat ride. While there is truth to this, readers also care about knowing the person behind the pen. Getting them invested in you as a creator allows you to grow and change as your career progresses.

Look at prolific indie author Andy Peloqin. Are his books good? Holly flying cats, yes! But if you hang out on his website for more than 30 seconds, you notice something: the man is a genre-bending wizard. Grimdark Fantasy? Check. YA Adventure? Ready to go. Cyberpunk? Why not.

It’s all there, wrapped up in a slick website that communicates a blaring, unified massage: No matter what book you pick up, it’s going to be one hell of a ride!

A good website contributes significantly to an author’s credibility in the eyes of a reader. Does it have to be an encyclopedia of every aspect of your fictional world? No. N K Jemison is known for her poignant speculative works, but also for her minimalist web presence. But there’s also nothing wrong with being your own fandom website, as in the case of Leigh Bardugo’s Grishvarse, which is separate from her official author website.

Many authors desire creative control, hence the rise of indie publishing. But even traditionally published authors covet a space where they can have autonomy in their public voice. Your website is your first and last line of defense in your mission to project your creative vision on the world. Don’t take it for granted.

Where do you start? There are many great web-building options that range from cheap or free to a second mortgage. For many years, Wordpress was the reigning king of web development. But it’s difficult to use without some serious web-development muscle or a third-party web builder. If you plan to sell direct from your website with fulfillment like Ingram or Lulu, Shopify is probably the right choice for you. It’s the middle of the pack price-wise. I’ve heard Wix is affordable and easy to use. I’ve used Squarespace over the last decade and through multiple businesses. It offers email marketing and an ever-expanding store fulfillment partnership (not yet with book printing, though).

Let’s say you choose a web building platform, get a domain (I recommend Google Domains or GoDaddy) and have enough caffeine in your system to click some buttons. Now what? How do you make your web presence engaging? Start by studying the greats. Here is a brief list of great author websites ranging from NY Times bestsellers, to establish indies, to baby authors who’ve built a web presence even before publication:

Established Trad Pub Author Websites:

• N K Jemison: https://nkjemisin.com/

• Leigh Bardugo: https://www.leighbardugo.com/

  • Book World-specific site: https://grishaverse.com/

• Rick Riordan: https://rickriordan.com/

• Miquel Reina: https://www.miquelreinabooks.com/

Established Indie Author Websites:

• Rupi Kaur: https://rupikaur.com/

• Mark Dawson: https://markjdawson.com/

• Andy Peloquin: https://andypeloquin.com/

New Author Websites:

• Atlas Creed: https://www.atlascreedauthor.com/

• K R Solberg: https://www.krsolberg.com/

  • Book World-specific site: https://www.palimarsaga.com/

Most web services have beautiful starter templates, and the possibilities from there are endless. Start simple. You should at least include info about the author, the book(s), and a contact form or newsletter signup.

Canva is a great design tool for easily creating beautiful visuals, even without graphic design savvy. It’s free (with some limitations) and the pro plan is affordable.

Several web-building tools have a free or trial option where you can play around. Squarespace also offers 10% off to new customers (Code: GIMME10).

I hope this inspires you to create an engaging web presence. Look forward to more in-depth articles from me on blogs, newsletters, and other author-direct marketing soon.

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