Karen Bouchard here.
Let's talk about your author website.
I analyzed the websites of successful authors—of both fiction and nonfiction—and identified the same 5 elements on each and every website.
These 5 elements are non-negotiables: the best author websites have them.
Beyond these 5 must-have elements, there are optional elements based on what best serves and highlights the individual author.
For example:
—Some author websites have event calendars, which doesn't make sense for everyone, but makes a lot of sense if the author is doing a lot of public appearances and events.
—Some author websites have full blown stores. Again, that will make sense for some authors, but not for others.
—Some author websites have tabs for photo galleries, recipes, speaking engagements, press releases, and more. Again, this can make sense based on your brand and message, but not for everyone.
But every successful author website had these five things, and here they are.
Here are the 5 elements you MUST HAVE:
1. Your name front and center.
By the way, in each case, the name of the author was also in the website URL. Lots of authors want to know if their website URL should be their name or the title of their books. Build your author website on your name. If you write a series that becomes highly successful, a
website using the name of your book or series makes sense. Or get a URL now in the name of your book or series, and redirect it to your main website under your author name. And if your name is already taken as a URL, add something to it, like the word "books" or "author."
2. Navigation bar.
You might think this is a no brainer, but another option for building a web presence is to create a landing page with a single call to action and no navigation bar. There are advantages and disadvantages to both. But when I studied the web presence of successful authors, time and time again I saw
full websites with navigation bars rather than single-action landing pages.
3. Additional content tab.
Successful authors are providing additional content related to their books. In most cases, this is a blog. Maybe you like blogging, maybe you hate it. And, obviously, if you hate it and aren't going to do it, don't include a blog tab. That said, the websites of top authors typically include
blog tabs. Sometimes authors aren't blogging, but are doing podcasts instead. The website of one author/pastor includes a link to his sermons. The point is, include a tab in your navigation bar to additional content that support your brand and message, and that your website visitors will love.
4. Social media links.
Make sure your website includes familiar social media icons that link to your author presence on Facebook, Instagram, Twitter, Linked-in, YouTube, or wherever you are active on social media. Remember, you don't have to be EVERYWHERE but do pick 3 places and show up regularly.
5. A call to action.
Tabs in your navigation bar are quiet invitations for visitors to explore your website. While they are not quite full-blown calls-to-action, they are whispers. Which is great.
But your author website needs a single loud call-to-action so that, when someone visits your site, it's obvious what next-step they are being asked to take.
Three really common calls-to-action are:
- Download a free sample chapter of a book
- Subscribe to an e-newsletter
- Buy this book now
The point of each of these three actions is to take your relationship with the visitor to the next level: To get a sample chapter of your book, visitors must share with you their email address. To subscribe and receive your author e-newsletter, same thing. When they buy your book, obviously they are
committing dollars and time to further engage with you and with your message.
Where should you place this single, prominent call-to-action?
Above the fold.
That's a newspaper term that describes the prominent area in the top half of the front page of the newspaper, which is seen immediately without having to unfold the paper. As it relates to your website, "above the fold" means the prominent area that is seen immediately without having to
scroll.
Here's an image that shows all 5 elements above the fold on the homepages of 3 authors:
