How to use your author website before your book is published

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If your book isn’t yet published — or you haven’t even finished your manuscript — you might wonder how an author website can help you.

Is it too early to create your online home? Will others think you’re being presumptuous or arrogant, to build a website at this point?

My view: no and no. I love that you’re here and reading this piece. One of the biggest mistakes that authors make is leaving it too close to a book release before beginning to build a platform, and talking to me about your potential website project. The fact that you’re thinking about a website is a great sign that you’re aware of the need for today’s authors to take a role in building your audience and marketing your book.

So congratulations on planning ahead!

Here are some of the stages to consider, and how your author website can support you in each phase.

1. Early in your writer journey

Generally, I tell writers that if you have an inkling that a book is in your future, then it’s a great idea to register a domain name so that you have a suitable website address reserved for your online home.

You might also choose to publish a simple one page site, to serve as an online business card that says you’re a writer. Maybe you’ll update it with what you’re working on, and add a way to contact you. Rest assured, this first page can grow and evolve with you.

Why?

It’s increasingly unlikely that you’ll be able to register your own name as a domain name, so if yours is still available, grab it!
Registering your domain name is quick and straightforward, and honors your intentions as a writer.
Publishing a simple one page site is inexpensive and relatively easy. The tool I like best, for this type of site, is Carrd.co

“Launching a personal website pre-book, is a great way to introduce potential agents and editors to who you are, and can easily be put together in a day or two. Now go. Stop overthinking it, and get your launchpad ready.” — Eric Smith, literary agent

What goes on your author website at this stage?

Your name and, ideally, photo.
A short bio. Don’t panic, one sentence is a good start!
Any information you have, no matter how short, about what you write, what you hope to write, or themes you are drawn to.
Optional: a way to contact you.

Should you work with me at this stage?

While I’m happy to work with you at this stage, most of my clients are a little farther along. But I’m thrilled that you’re already thinking about your online author platform. For now, you might like to read more articles like this, and join my email list so that you get more resources and guidance along the way.

Related:

2. You know there’s a book in your future

Once you’re feeling more certain that you want to publish a book (whether with a traditional publisher, or independently), and when you start to get a feel for your genre, key themes, and the type of reader who will want to read your work, this is an ideal time to publish a simple website.

You might have a finished manuscript by now. Or you might not, but you know there’s a book in you. And sooner or later, in one form or another, your writing will be published!

Why?

Making the website is a commitment to yourself that you’re serious about this creative endeavor.
It’s also a handy signal to friends and family to take your project seriously!
In creating your “future author” website, you’ll need to think about how to describe your work, and who your ideal reader is. A professional like me will encourage you to look at other books in your genre, start to think about how your book fits, and how the visuals of your website will represent you. This is valuable work for honing your writing, book description, and overall marketing plan.
Your website can help you build your writing habit, test material, and explore topics. A blog, for example, does all of these, although if you don’t want to blog, you definitely don’t have to.
If you are publishing short pieces elsewhere (like guest articles or stories in magazines), your website can show your credentials and writing portfolio.
If you are looking for agent representation, having a thoughtful and appealing website demonstrates your professionalism, and signals your willingness to work to build your author platform.
You can start to build your author email list. Your number of subscribers may be small at first, but that’s OK. Just make a start!
You can start to build your community and perhaps involve them in decisions about the book and/or giving feedback on your manuscript.

“If you plan to pursue writing as a professional, long-term career, I recommend starting and maintaining an author website even if you’re unpublished. Your website serves as an online home and hub for everything that you do, whether in real life or in the digital realm.” — Jane Friedman, Unpublished Writers and Websites: Should You Have One and What Should It Say?

What goes on your author website at this stage?

Your name and photo. A professional headshot is a great investment.
A short bio.
Brief information about your book, genre, and perhaps a working title. You might include inspiration photos, or other images that support your themes.
A statement that you’re seeking agent representation, if applicable.
A way to contact you.
Recommended: a way to join your author email list.
Optional: writing clips or portfolio.
Optional: blog. Some of my clients write on Substack, and we embed their Substack feed on the website.
Copyright year.
Privacy policy, especially if you are gathering email subscribers.

Related:

Should you work with me at this stage?

Yes, I’m more than happy to chat with you at this stage. Admittedly, it’s still quite early in your publishing journey, and you should expect that some aspects of your website will need to change or be redesigned later. But if you’re serious about becoming a published author, get yourself a website!

3. Your book will be published in a few months

Congratulations, things are getting exciting! You’ve either landed a publishing deal, you’re working with a (small?) hybrid publisher, or you’re on your way to publishing your book independently. You have a finished manuscript, a back cover description, and a finished (or near-final) cover design. You likely have a date for your book release.

This is the time when your website can start to work really hard for you!

How does your author website help, when your book is coming soon?

Shows your credibility, professionalism, and serves as your online marketing home.
Showcases the quality of your book, and who it’s for.
Helps you to build the audience who will purchase your book, when it’s released.
Allows you to recruit and manage your team of early (advance) readers, who will provide endorsements and post reviews on launch day.
Shows “media” information that you’ll reference when pitching yourself for podcasts, interviews, and other collaborations, making it much more likely you’ll get a yes.
Highlights other services, like consulting or speaking, that are related to the expertise you share in your book.

What goes on your author website at this stage?

A home page, introducing your themes, book, and you.
Information about your book, including cover, description, early praise, endorsements, and pre-order link.
Information about you, including photo, bio, credentials, and awards.
A way to contact you.
Social media links, if you’re active there.
A way to join your email list, ideally, with a lead magnet.
- Your email list tool will deliver the lead magnet automatically, and you might build a short welcome or “nurture” sequence too.
Media kit or speaking information, plus scheduled events, especially those around the time of your book launch.
Other writing / blog, as applicable.
Legal information: privacy policy, affiliate notice, copyright notice.
Perhaps: shopping cart to pre-order a signed book, related services, book club discussion questions.
Advance reader management:
- A form for readers (or your trusted contacts) to request an advance copy of your book.
- A form for them to send you their review, as soon as they’ve read it. You, or your assistant, will then send this back to them on launch day, and encourage them to post it online.
- Possibly: “gated” resources to reward your advance readers for their involvement and support.
- Possibly: a special email sequence to deliver the advance copy and remind them to review it.

Related:

Should you work with me at this stage?

Absolutely. I’m generally booked two to three months ahead, and you’ll want your website in place at least two to three months ahead of your book release, so scheduling a complimentary consultation with me now is ideal.

My best and most successful clients know that launching a book well takes several months, so if you’re publishing independently, don’t rush this phase!

4. Just before —and after— your book is released

If you’ve put the above website structure in place, you’ll be in great shape now. Chances are, you’ll be glad you got your author website sorted out ahead of time, because you’ll have plenty keeping you busy now, for your actual book launch.

Around this time, you or your website designer should make the following updates:

Add purchase links for the book.
Change “coming soon” to “now available”, as applicable.
Add early reviews to your website.
Check your bio.
Update your list of coming events and/or past appearances.
Test your contact form.
Test your email sign up process and welcome sequence.
If blogging, be sure to write something that makes it clear the book is now available.
Remove the option to request an advance copy.
Follow up diligently with your advance readers, to encourage them to post reviews and talk about the book to others.

Should you (begin to) work with me at this stage?

I get really excited when my clients reach publication day, and I offer à la carte support services for website updates like the ones described above.

But what if we don’t know each other yet? Well… in all honestly, you’ve left it kind of late. My clients who get the best results — and the ones I absolutely love to work with — come to me well ahead of a book release. But if you’ve got a book coming out and you don’t have an author website that you’re proud of, by all means, let’s chat and discuss your options.

Conclusion

An author website isn’t just for showcasing a published book—it’s a powerful tool to build your audience long before your book hits the shelves. Your website helps to establish your author brand, connect with readers, and create anticipation for your work. Whether you’re polishing your manuscript or planning your launch, these strategies will set you up for success.

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If you want an author website that sets you up for business results, whatever stage of your publishing journey you’re at, let’s design, build, and launch your online home. Learn more, and then schedule a complimentary chat with me.

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