Whether you’re a first-time or well-established author, a Web site is critical for promoting and marketing your literary works. An effective Web site can also build a community of your readers, and serve as a platform for announcing your latest titles.
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Forging a Strong Online Presence:
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Build in the Essential Components. At a minimum, an author Web site should contain information about your current and previous books; excerpts of reviews, critical praise, and honors; the table of contents; an excerpt; biographical information; purchasing links; and contact information.
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| Keep the Hype Down. The copy on your site should be compelling and naturally convince people to buy your book. But you’ll turn off viewers — and for certain the media — if the site is simply an electronic brochure with one message: buy my book. |
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| Keep Your Web Copy Short. When it comes to the Web, shorter copy is usually better copy. People have limited attention spans when reading on the Web, so break up excessively long copy into linked pages. For non-fiction books, consider using bulleted lists to highlight features; for self-help books, use bulleted lists to highlight benefits of adopting your advice. |
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| Keep Your Web Site Simple. Avoid excessive graphic elements and animations. Use photographs sparingly (unless you’ve written an art book). Good Web pages have a purposeful mix of words and graphics. |
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| Make Your Site Media Friendly. On your contact page have a link for downloading your media kit in PDF form or viewing your media kit as a Web page. If you have a publicist, be sure to list his or her name on the contact page, too. |
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| Make Your Site Search Engine Friendly. In your “tags,” (words that search engines read), be sure to include your name, book title, and the key words relating to the subject of your book. Make sure that you incorporate the key words into your copy as well. And don’t forget to submit your site to the search engines. |
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| Make Your Site Buyer Friendly. Include purchase links for Amazon, Barnes & Noble, and other online booksellers who sell your book. Make the links easy to find. |
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| Pick the Best URL. Make sure that your Web site address is easy to say, easy to remember, and easy to spell. Purchase any potential misspellings, too. And be sure to put your URL everywhere — on your business card, in your book, and on your letterhead. |
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| Enhance your Site’s “Stickiness.” Include content that will encourage visitors to return to your site. Nonfiction authors can include articles on the subject matter of their book, as well as interactive features. Fiction authors can provide information relating to the content (e.g., a book that takes place in Greece might have some recipes for Greek dishes). |
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Build Community. Add a blog or a bulletin board. Blogs are great ways to continue your thought lines and storylines after the book is published, and to give readers a chance to comment on your ideas. Bulletin boards must be maintained, but they’re an effective way to bring people together around your book.
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