I like to tell my clients, “Let’s make your website your hardest working employee.”

As an author, you do have a business – your book; and, whether a company of one or many, we want to make sure we are receiving a return on our investment!

When it comes to promoting your book you might first think about email marketing and social media. But a vital component in your marketing is a website or book landing page. You don’t need to spend a lot of time and money on creating this. Whether you have one book or several there are many different options available to you as an author such as a hosted WordPress website or a single sales page.

Think of your website as a calling card to your readers. When they first arrive they should immediately know what type of books you publish and how your work would appeal to them. A slow loading or a busy, confusing home page can quickly turn away valuable prospects, so you’ll want to choose the right hosting package. Also, keep your website design simple with a clean design and navigation. Here are a few essential elements to start with:

Decide on the focus first
What would you like visitors to learn the moment they arrive? The more intentional you are for your niche or genre the better. If you are a first-time author then you might want to think about building an audience through blog posts or videos that stem from your book. More seasoned authors may want to attract media attention or speaking engagements.

As authors and experts in our field, we have a tendency to put out as much information as possible. It’s better; however, to break this down into easy-to-understand bite-sized chunks of copy coupled with catchy images or video. The most important information should appear first which can lead to additional pages for more detailed content. Too much copy can leave a reader confused, and may drive them away from perusing the rest of your website.

Consider your genre when formulating how to approach your readers. For example, if you have written a fiction novel you will want to draw people in with what the story is about. Showcasing a teaser trailer and snippets of your book will entice people into wanting to know more. In any niche, you’ll want to have a simple email capture form and include an incentive to sign up such as a free report, book chapter or discount.

Non-fiction books are used often created to help further the career of a business person, or build a trusted brand online. The goal of these types of books, in addition to generating sales, is to create a buzz about an influencer or company. How-to books are always popular and can offer the author more ways to share their content with how-to videos on a YouTube channel and online courses. Here’s how I’m using YouTube by speaking with other authors and industry leaders: Conversations with Messengers on Mission

Leads are valuable
After setting up your website with an optin is the beginning step to building your email list. This becomes a valuable asset as you keep your subscribers up to date on the latest news as well as provide helpful information or samples from any upcoming books. Since you have direct contact with your subscriber so this is the best place to create excitement over what you have to offer. The more rewards you can offer your audience the better chances they will not unsubscribe and choose the purchase your book(s).

The key to success in capturing leads is to know exactly what your audience is looking for and making sure you keep your optin above eye level on your landing page. Ask questions such as, ‘Would you like to’ or ‘Are you wondering about’ to grab their attention and compel them to sign up.

Direct sales versus online retailers
If you are an independent publisher you might want to consider building an eCommerce website where you can sell your books direct. This should be done after gaining traction from your marketing efforts and initial sales through places like Amazon and Barnes and Noble. Some authors prefer to sell primarily through those retailers in the early stages since that’s where book buyers gather. If that is the case you can include your titles with an Amazon or B&L affiliate link on your website, which provides a percentage of each sale.

Stay up-to-date
If you have an older website or haven’t been online engaging in a while now is the time to start a refresh. Is your website mobile responsive? This is especially important as more readers use their smart devices to access information. Determine what content needs to be updated, and revisit your social media platforms to ensure they are consistent with your brand image.

Should you set it and forget it?
Many times we have the tendency to create a website but do not keep tabs on how well it is performing. There are many different tools like Google Analytics available to help you monitor performance, visitors, those who are leaving your website, and the types of visitors. Speed and performance are essential to retaining your visitors, as well as eliminating any errors that might come up.

Showcase who you are
Your book(s) may be similar to other publications out there, but what makes you unique as an author? This is what sets you apart from the competition and should be the focal point of your website and other online channels. This could be your region or location, or a specialty service you provide. Think about any way you can stand out to your visitors in a remarkable fashion.

I can’t say this enough – research first before starting any website or marketing campaign. Take a look at similar websites to learn what works and what doesn’t. Monitor comments on social media and blogs from other readers. What are they responding to the most? Take a look at the emails you are receiving – do they grab your attention or end up in the trash right away? Narrow down your target market as much as possible in order to ensure that your message gets to the right people. Casting a broad net does not yield as many results as drawing in a few targeted followers at a time does.

Having a website in place is essential to making a name for yourself as an author, and needs to be consistently updated as your publications grow in visibility and sales. The impression people will get from your main hub will carry into all of your online channels and can help establish you as a professional set apart from those who are just putting out standard eBooks online.