Authors often hear about the significance of establishing a platform, which has commonly been interpreted as "gaining a large social media following." However, participating in "writer lifts" and "follow trains" may seem like a simple method to build a platform, but it is insufficient. Inflating follower numbers with individuals who are unlikely to be interested in purchasing your books is not advantageous. Additionally, authors who solely concentrate on expanding their social media followings expose themselves to risks, as evidenced by the recent turmoil on Twitter.
Having a strong presence in organic search can help increase monthly web traffic, but it takes time to build. That's why it's crucial to set up a website early in your writing journey and not depend solely on social media.
Why authors need websites
Social media provides a fast and convenient way to establish an online presence, but we do not truly own our space there. Our data and attention are commodities, and the terms of service can change abruptly. Moreover, social media was initially designed for connecting people, rather than for sales or entertainment. Maintaining a website not only offers a centralized platform for interacting with you but also unlocks new possibilities for exposure and establishes a space you have full control over for showcasing your hard work. It acts as your online headquarters for the three primary elements of the internet: Content, Communication, and Commerce.
A single site can host your:
• Video, image, and text content, including blogs and book info
• Lead generation efforts (e.g. newsletter sign-ups)
• Online store
• Bio and other key information about you
• Areas of expertise or openness to opportunities
• Contact information, which would include social media
Before beginning, there are some important points to keep in mind.
1- Domain:
It's important to think long-term when choosing a domain name for your website. Consider what you want to be known for and what your future needs may be. As you progress in your writing career, you may want to add other sources of income such as freelance writing or speaking. If you choose a domain name like YourNameBooks.com, people may not understand what you offer beyond books. On the other hand, if you choose a domain name like YourBookSeriesName.com, it assumes that you will only ever write books in that series. It's best to choose a domain name that gives you the flexibility to grow, pivot, or even stop doing something in the future without having to set up or close a new website.
2- Budget:
It is possible to have a website for free or you can choose to spend a considerable amount of money per year to have a website with advanced features. If you plan to pay for your website using your writing income, keep in mind that your income will vary based on seasonal and trend-related demand shifts, not to mention larger economic factors like inflation.
3- Functionality:
It's important to know the purpose of your website as it will help you determine the features and functionality you need. For instance, if you only need an "about" page and a list of your work, a simple website will suffice. On the other hand, if you plan to collect emails or sell books, you'll need to decide whether you'll do that directly on your website or through a third-party service. Additionally, you should be aware of any legal and financial obligations related to your jurisdiction, such as taxes for sales or data protection laws. You can always start with a basic website and add more features as needed.
Options for getting started
Creating a website doesn't have to be a costly affair. There are platforms like WordPress that let you get started for free. However, if you want your own domain and hosting, you'll need to pay for it.
The most expensive choice for creating a website is to hire a web developer for a custom-built site. Although it may be a good option for individuals with plenty of disposable income and no inclination to learn how websites function, it is a significant upfront investment and may not be the best choice for beginners. Alternatively, you could opt for a hybrid approach where a freelance web designer from Fiverr can create a website for you on platforms like WordPress and then hand it over to you for ongoing management.
When starting a website, it's important to consider factors beyond just the initial setup such as ongoing maintenance, growth, and content management. This includes search engine optimization (SEO), regular content updates, and managing forms or online stores. While these tasks can be outsourced, it's worth considering learning at least the basics yourself if you plan on using your website as the centerpiece of your digital marketing efforts.
Putting your website to work
Investing in a website requires making it work for you. There are several ways to achieve this:
A- Analytics:
If you utilize an analytics platform, you can collect data about the visitors to your website once you have a sufficient amount of traffic. This information can give you a more comprehensive understanding of your audience and can be used to guide decisions such as design choices and content creation. Additionally, it can be beneficial for ad targeting purposes.
B- Lead generation:
One effective way to build an email list is by providing opportunities to sign up for a newsletter. However, you can also offer other incentives such as free e-books or guides, host webinars, or share exclusive bonus content with your audience. It's important to keep in mind that your offering should be tailored to meet the needs of your target audience. For instance, if your goal is to sell your novels, focus on creating extra and exclusive content that readers would enjoy. Additionally, make sure that the value of the offer matches the amount of information you're asking for. A common mistake among many writers is to create content that appeals to other writers instead of their target readers. This often results in low sales. Therefore, it's essential to keep your audience in mind while creating your content.
C- sales:
It's possible to include a store or membership subscription as part of your plan, depending on the website builder you use. If this option isn't available, you can set it up on a separate platform like BMC. Having your own store is just as important as having your own website. If a third-party retailer like Amazon or Barnes & Noble goes away or suspends your account, you can still sell your own books. Direct sales also mean you keep most or all of what you charge.
The anatomy of a perfect author website
Building a website of your own can appear to be a daunting and unnecessary task. However, the level of control it provides you over your online presence and the potential for increased opportunities for discovery and sales make it well worth the effort for writers who are looking to sell their work. If you find these additional steps to be overwhelming, don't worry! Take things one step at a time. The beauty of creating your website is that you can decide what you need and when.