Building an author website will look a little different for each writer, but whether you’re an unpublished writer, a first-time self-published author, or a NYT bestselling author, your website tells your unique story, showcases your work, and markets to your target readers. These are the steps to successfully create an author website.
Step 1. Buy Your Domain
Even if you’re still wondering whether or not authors need a website, it’s a good idea to purchase a domain. This is a small annual expense, typically around $25 per year.
It’s best to choose one based on your author name. If yourname.com is not available, you might consider yournameauthor.com, yournamebooks.com, or yournamewriter.com. John Green, author of The Fault In Our Stars, uses the latter naming convention for his website.
Some authors might also consider purchasing domains for individual book titles—you might not have plans for these immediately, but they could prove useful in the future.
Tip: It is important that you retain ownership of your domain. You can buy a domain from any ICANN-accredited domain registrar, then point it to your site after it is built. For example, our domain registrar is GoDaddy, and this site is built on Squarespace.
Step 2. Gather Your Assets
Whether you plan to build your own website or hire a web designer, here are the assets you’ll want to gather:
Images. Needed images include your headshot and any book covers. Perhaps you also have foreign covers to display or other marketing materials provided by your publisher. If you work with a web designer, they can help you select other photography or artwork that your site may require.
Bio. Authors often display a short bio on the Homepage linking to a more detailed bio on the About page.
Blurbs. Have book descriptions and blurbs ready to go. If you are an established writer, your author web designer can pull from existing online sources.
Book Links. Where can your visitors buy your books? Amazon, Barnes & Noble, and IndieBound are fairly standard. Have a list of links complied for each book leading to all the major retailers.
Note that some authors link to their book’s page on the publisher’s website, which provides multiple links in one place, rather than listing them all individually on their own book pages.
Contact Information. Most new writers include a contact form directed to their inbox. Established authors may also want to include relevant information for an agent or publicist.
Social Media Profiles. Include links to your Facebook author page, Threads, Instagram, LinkedIn or Goodreads profiles on your website. After launching a new website, you’ll update the social platforms with a link back to your site.
Reviews. Collect any positive recognition, press, or reviews that your work has garnered from peers or in the media.
Step 3. Choose A Website Builder
Whether building your own site or hiring a website designer, Squarespace is our preferred platform for authors and writers.
Squarespace is an all-in-one website builder that can be customized to your liking. Comprehensive marketing tools can help you engage with your audience. And most importantly, Squarespace takes care of website security for you. Authors moving from Wordpress to Squarespace enjoy the more modern platform and easier maintenance.
See our in-depth Squarespace review that also considers alternatives such as Wix, Wordpress, and Webflow.
Step 4. Organize Your Content
Most author websites will have the expected pages: Home, About, Book/s, Events, and a Contact page. Additional content might include Book Club information, Press and Awards, FAQ, Privacy Policy, Resources, or other bonus materials. Some authors choose to showcase Foreign Editions or include a Blog. Other authors may highlight a Podcast or Writing Course. It is your site, you get to choose.
Step 5. Optimize the Site
Website optimization is a broad topic, but you’ll want the site to rank well in search engines for both your author name and book titles.
Start by familiarizing yourself with what search engine optimization is, read up on how to learn SEO basics, and understand common SEO myths that often mislead beginners. If you built your own website, it is beneficial to book a tailored SEO training or a site review.
Step 6. Promote Your Book or Writing
Showcasing your work is one of the most important aspects of the website. While it is important to introduce yourself to readers, make sure to present your work front and center. Site visitors should instantly know you are an author with books for purchase.
Use strong calls-to-action to encourage site visitors to explore your site and take action.
Step 7. Capture Site Visitors
Some author sites use a lead magnet to capture email addresses. For example, you might offer content giveaways such as a chapter of your new book to compel visitors to subscribe to your list.
This allows you to hook interested readers and build a list for future publications all at the same time. To do this, you will use an email marketing program, such as MailChimp, in which to collect emails.
In our experience, most authors are told to “do email marketing,” but the reality is many authors don’t follow through. It is fine to add an email signup form or pop-up to collect emails, and then at a later date, decide if you want to send emails or not.
Step 8. Keep Content Current
Even if you don’t have a newly released book, your website should look current. Anything on the web related to your book marketing—such as press releases, book reviews, your Google knowledge panel—may lead readers back to your website, so the site needs to be up-to-date.
Remove content if it becomes irrelevant. If your last book appearance was three years ago, consider hiding your Events page until it’s needed again. And set a calendar reminder for an annual website review.
Building your own website?
We offer website reviews for DIY authors to ensure your site is polished and ready to launch.
