The Ultimate Guide to Building an Author Website

I’ve worked with countless authors who've asked the same question: “Do I really need a website?” (followed shortly by "Will I have to shell out $25K for it? 'Cuz that ain't happening!").

The short answers are yes, you need a website. And no, you absolutely do not have to shell out $25K (or anywhere near that) to have a great one. 

Now, before you roll your eyes and mentally add it to your never-ending to-do list, let me explain why having an author website (or at least a stellar book page on your already-existing website) can be one of your most powerful author assets.

Why a Website Is Necessary for Authors

In the same way that your email list is your home base for communicating with your readers, your website is your home base for your overall online presence. It’s the one place where you have complete control over how you present yourself and your book(s). Social media platforms come and go, and algorithms are constantly shifting. But your website, like your email list, is yours.

Here’s why it matters:

• Discoverability: Potential readers, podcast hosts, event organizers, and media professionals will search for your name or book online. If you aren't a household name and they aren't able to learn more about you via a professional, easy-to-navigate website, you’re likely to lose an opportunity. Your website also quickly lets readers know on which social media platforms they can find you, so they aren't endlessly searching! 

•  Credibility: A well-designed website positions you as a professional author, regardless of whether your traditionally published or self-published. It shows you take your work seriously and are in this for the long haul (because, as you've no doubt been told, the book industry is a long haul!).

• Direct Sales: Want to sell your books or coordinating merch direct to customers? A website allows you to set up a shop where you keep more of the profits and have access to customer data. While Amazon is great for book sales (regardless of how you feel about them), you don't have access to customer data when they purchase via Amazon or any other retail site.  

• Reader Engagement: Your website can house bonus content, behind-the-scenes stories, a blog, and various ways to grow your email list.

Biggest Myths About Author Websites

1. “I’ll build it after I publish.” While not a dealbreaker if you don't get a website put together before launching, your website can be just as helpful pre-launch as post-launch. You can use it to build excitement and grow your email list while your book is still in the development phase.

2. “It's going to cost $10,000.” You don’t need to break the bank to create a professional site. Start  with a basic site and scale up (if you choose) as your career evolves. 

3. “Social media Is enough.” Social media is a great tool, but it’s not a substitute for a website. Algorithms control who sees your content, and social media platforms can change or disappear entirely. Your website is the one place where you’re in control.

4. “I'm not tech savvy.” Today’s website builders are designed for non-techies. And if you’re stuck, there are plenty of tutorials and affordable experts available.

5. “I need all the bells and whistles.” Fancy features are nice, but they’re not necessary. If you focus on a handful of basic pages, your author website will do everything you need it to do.

So, what pages should you include? Not as many as you might think. Let’s break it down.

Critical Pages for an Author Website

1. Home Page 

    Your home page should:

   • Clearly convey who you are and what you write.

   • Quickly help visitors know what you and your book are about (e.g., Jane Costello's website, which immediately shows visitors info on her books and, just thereafter, about her).

   • Include a call-to-action (CTA) such as an opportunity to join your newsletter for updates, download a free chapter, or sign up to receive a helpful resource. See Ann Garvin's website to see how she makes it incredibly easy to sign up for her email list! 

2. About Page 

   Readers want to know who you are! They want to connect with you, not just your book! Share your story in a way that’s relatable and engaging. Highlight:

   • Fun or unexpected facts about yourself

   • Your mission or the message behind your work

3. Books Page 

   While your book should be featured on your home page, it's also helpful to have a Books page on the site, either to feature all of your books if you've written more than one or to give more detailed information on your book(s). This page should include:

   • A high-resolution cover image

   • A compelling book description

   • Purchase links to multiple retailers

   • Optional: Blurbs or reviews, an excerpt, an opportunity to download a free chapter or companion resources

4. Contact Page 

   Make it easy for readers to connect with you. Include:

   • A simple contact form for inquiries or your email address

   • Links to your social media profiles

5. Email Sign-Up Form Growing your email list is crucial for long-term success. Offer a valuable incentive—like a free chapter, exclusive short story, or behind-the-scenes content—in exchange for an email address. Embed this form prominently across all pages of your site.

What You Can Leave Out

It’s tempting to include everything but the kitchen sink on your website, but less is often more. Here’s what you can skip:

• Overloaded Menus: Keep your navigation simple. Five tabs, max, is ideal.

• Auto-Playing Music or Videos: These can annoy visitors and cause them to exit quickly, especially if they're web-surfing in the office (when they're supposed to be working!).

• Complicated Design Elements: Flashy animations or endless scrolling might look cool, but it can slow down your site and frustrate readers.

• A Blog (If You Won’t Maintain It): Blogs are fantastic for SEO and reader engagement, but only if you update them regularly. You can also use a blog to post individual episodes of your podcast, if you have one. But i the thought of blogging (or podcasting) makes you break out in hives, just skip this page for now!

Cost-Effective Website Solutions

You absolutely do not have to spend thousands of dollars to create a professional website. Here are some budget-friendly tips:

• Use Simple Website Builders: Platforms like Squarespace, Wix, and WordPress offer user-friendly templates specifically for authors. Many include drag-and-drop functionality, so you don’t need coding skills. If you're enrolled in From Manuscript to Market, my step-by-step guide to an organized, effective 12-day book launch, I provide an entire training on building your website in Squarespace!

• Leverage Free Resources: Canva can help you design beautiful graphics, while Unsplash.com offers free, high-quality images.

• Start Small: Focus on the essentials. You can always add more pages or features as your author career grows.