4 Essential Questions Before Building Your Author Website
When you’re ready to create your author website, it’s tempting to jump straight into tools, templates, and color palettes. But without some strategic thinking first, you risk ending up with a pretty site that doesn’t actually help you reach your goals.
Often, my clients are surprised by how many questions I ask, before I lift a finger to start building your new author website! Not only am I genuinely curious to “meet” you and understand your working preferences, but it makes our project much smoother (increasing the chances that I’ll “nail it” first time) and, more importantly, dramatically increases the chances that you will see real business value from your new website.
So, whether you’re a first-time author or a seasoned writer expanding your platform, take a deep breath and ask yourself these four essential questions before you start building.
1. Why do you want a website?
This isn’t just about having an online presence because everyone says you should. Your website is a tool—so what do you want it to do for you?
For authors, their driving purpose often falls into one or these broad categories:
Earn a living – by selling books, booking clients, or getting hired for speaking engagements
Have an impact – by sharing your message, growing awareness, or inspiring action
And of course, plenty of my author clients would like to achieve both!
Your specific goals might include:
Attracting potential readers (or a literary agent)
Selling books (now, or in the foreseeable future)
Growing your audience who will buy your first and future books
Getting hired as a speaker or consultant
Being seen as professional, with a high quality approach to your work, and open to collaborations
Tip: If you’re not quite sure of your priorities yet, growing your audience is never a bad idea. An engaged audience gives you more options, whether that’s selling books, offering services, or promoting events down the line.
2. What’s the best next step for your visitors?
Once someone lands on your website, what exactly do you want them to do next? This “primary call to action” should be crystal clear—not buried among ten competing choices.
Tip: if you still have a sidebar on your author website, not only is that old-fashioned now, but you’re probably shooting yourself in the foot with competing calls to action.
Example Calls to Action for authors include:
Buy your book – directly from your own small online store, or via a retailer link
Contact you – for speaking engagements, collaborations, or media interviews
Join your email list – to start an ongoing relationship (and so you can market future books with ease!)
Schedule a discovery call – if you offer coaching or services
And here’s a smart follow-up: if they don’t take that main action, what’s the next best thing?
These priority actions should be obvious on almost every page of your site, so you’re never leaving visitors wondering what to do next.
Tip: Check the last part of each website page, just above your site footer. If someone reads to the bottom, they’re interested! Make sure a call to action is clear.
3. What’s the minimum you need, to launch?
Website projects fail when they get too big—especially if it’s your first one. Think “minimum viable product” rather than a sprawling, 20-page masterpiece that you never finish.
For authors, your basic (essential) website pages are probably:
Home
Bio
Book(s)
Contact
You might also include:
Services, if you offer them
News or Blog, if you’ll actually update it(!)
Articles, if you’d like to demonstrate thought leadership without an ongoing “blogging” commitment, or if you have previous pieces of published writing you can link to
Tip: Put your email list signup in your website footer so it’s available on every page.
And remember: “You can’t edit a blank page!” A simple, imperfect site you can improve later is far better than delaying for months, in pursuit of perfection.
4. What emotions are you bringing to this project?
I’ve seen the full spectrum—confidence, excitement, doubt, vulnerability, anxiety, even dread. Some people worry they’ll look pushy, perhaps wondering what friends will think. A common emotion is feeling overwhelmed by the tech, and/or the implied time commitment.
Many projects get stuck because what you think is a technical problem is actually a mindset worry.
Here are my suggestions to help manage your concerns:
Keep your website small, at first
Iterate: add and refine over time
Accept that a website is always a work in progress (yes, including the one you’re reading now!)
Remember: there’s no giant Times Square billboard announcing your launch ;)
And of course, working with an experienced, encouraging professional who understands both the tech and the emotional side of author websites can make the whole process far less daunting.
Ready to get clear?
If you’re wrestling with these questions—or if you’re tempted to skip them—my Author Website Clarity Call is the fastest way to get a solid, strategic plan in place. In this personalized, focused session, we’ll define your goals, nail your priority actions, and outline exactly how your website should reflect you.
Your future website will thank you.
Learn more about the Author Website Clarity Call and book your slot here:
Popular resources for getting started with your author website planning
Thinking of giving it a try on your own? Save 10% off your first subscription of a Squarespace website by using the code PAULINE10
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