Do I need an author website?

Why even (as yet) unpublished writers should have a website

Last week, I wrote about why aspiring writers should publish a newsletter. (Read it here if you missed it.)

Faithful subscriber Debbie wrote this comment:

This newsletter answers so many questions I had about ‘why a newsletter.’ Thanks so much. I'm sure you'd say an upcoming author should have a website too, correct?

Debbie is absolutely right! Even if you are not yet published, a writer website is part of the architecture you want to put in place as you begin your publishing adventure.

Last month, I taught a seminar on “Becoming an Authorpreneur” at the West Coast Christian Writers Conference.

I told the writers gathered there: Authorpreneurs see themselves not just as writers, but as content creators, and business owners. Even if you just freelance, and your business includes only you, you are a business owner.  

As I’ve mentioned in this newsletter before, often the path to building a writing business (and eventually writing and publishing a book) is to take on freelance writing gigs. And to see that as a business strategy.

Almost every week, I hear from someone who wants to write. They write me brave emails, looking for a word of advice or encouragement. It's one thing to be a writer--anyone with a pen and a scrap of paper, or a computer, can write. But being published, or even self-publishing--in other words, being an author--that's another thing altogether. And typically, the people I hear from want to be published, not just a writer who writes for the sheer joy of it. (Although there’s nothing wrong with that.) But maybe, like so many writers, you want more.

They typically don’t have any idea what they are getting into. I try to be gentle in explaining that writing is just the beginning. An author’s job also includes marketing their work. It’s tirelessly working to connect with your audience and grow that audience. They’ll need to network, to engage on social media, blog, and speak about their book.

And they need a website. Even if they are not yet published.

Even if you don’t have a book out yet, or a publishing contract, if you’re going to be a writer, you need a website. Because while you’re writing your book, it makes sense to start doing some freelance writing. Freelance writing is work for hire: you might write blog posts, or magazine articles, or online articles. (I wrote more about that in this previous Powerful Story newsletter)

What should your author website include?

Your photo and bio. Get a decent photo with good lighting taken. The bio should include relevant experience and info about your writing. For example, you might be a high school English teacher who writes suspense novels and raises chickens. Or a Bible study leader who writes devotionals for moms. Or whatever. Keep it short and sweet and relevant. Put it in the third person and use the word “writes” even if you’re not yet published.

A contact form. So that people (including potential editors and agents) can get in touch. (Here’s what mine looks like.) And the contact button is the upper right of the first page.

Writing samples. Even if you haven’t yet published your book, you can include a short excerpt from your work in progress.

A blog. This can overlap with writing samples. You can write essays, posts, newsy updates, whatever. If you have a newsletter, you can post teasers and links to it on your blog.

A subscribe form for your newsletter. You want people to be able to follow you, and you also want to build your platform. This does both.

A lead magnet. This is short piece, maybe a PDF or even a “tip sheet,” or a free chapter from your book. Right now for my other newsletter, Welcoming and Wandering, I’m giving away two chapters of my book Breathe and a study guide to new subscribers. You give it away in return for people signing up for your newsletter or blog.

Let yourself dreamstorm

Before you hire a web designer or even secure a domain name, do what I call dreamstorming. Dream and brainstorm. Look at other author websites. What do you like, what do you not like. Collect a list of links to the ones you like. Think about colors, fonts, design elements.

My own website is constantly being revised and updated. I am always rearranging elements, and moving things around. I’ve got some edits and renovations in the works right now. I do a lot of it myself but I have a very good tech guy who helps me a lot. And I hired a guy at the very beginning to set it up. Which I recommend.

Next time, I’ll offer some very practical tips on other essentials like a domain name and hosting—which you need. But in the meantime, sketch out your ideas. I often use a large sheet of blank paper to write down my ideas, and how the pages should link to each other, that kind of thing.

The whole “business” thing can be hard for a lot of would-be writers to hear. They’re hesitant to “self-promote.” They don’t want to come across as slick salesmen. (And, they secretly think that their book will become an overnight success without any effort on their part.) Here’s the thing: if you wrote a book, you are not necessarily self-promoting when you tell people about it. You’re promoting your book, not your SELF. You’re not saying, “I’m so cool,” but rather, “this book’s message is important.” If you dind’t think it was important, why would you write it in the first place?

I was consulting with a client once who had an opportunity to speak at a prestigious university, to a group of student bloggers, and didn’t mention his book, for fear of seeming mercenary, self-promotional, or having them think that he was only there to sell books. He thought mentioning the book would somehow erode his credibility.

I understand—although I shook my head. He didn’t even mention the book? But on the other hand, I understood why. It wasn’t only that he didn’t want to act like a pushy salesman. It’s that he thought that was his only option—salesman or silence. But that’s not true. However, it is why every author needs a website. Then, when you’re speaking to a room full of influential people, you don’t have to say:

“Go to amazon and buy my book!” (Which I agree feels a bit crass, and is not that effective.)

Instead, you should have a stack of your books in the back of the room. And when you are introduced, ask the host to say you the author of …. (insert title here). And you can also say:

“I’d love to continue the conversation we’ve begun here today. Please visit my website at keriwyattkent.com.”

An invitation like that is much less “self-promotional” and much more inviting. It’s also a very effective way to market your book and build your platform. And you can have your book featured front and center on your website—along with a way for visitors to engage with you through comments or a contact form. Along with helpful content that they can read and enjoy without having to buy anything!

An author website is the hub of your marketing platform. You’ll want to have a way for folks to subscribe to that newsletter we talked about. You’ll have samples of your work—even a PDF of your work in progress is a great way to showcase your writing.

Next week we’ll delve into lead magnets, and more on the technical side of websites. So be sure to check your inbox next Friday. In the meantime, Happy Thanksgiving!