Writers Websites: Some Uses and Challenges for New Authors

Publishers love writers websites. Or at least, they generally advise – or more often require – new writers to get a website as soon as possible. The purpose of writers websites is, first and foremost, to promote the author's books and increase sales.

With so many book titles available today and only a handful making it onto the best seller lists (or even generating royalties in excess of the writer's advance) book writers need to use every effective tool they can to increase sales.

Unfortunately, I have some doubts about the effectiveness of most writers websites I have come across. So let me express those doubts and invite you to share your opinion.

The first argument in favour of a writers website is that people who have read your book and enjoyed it can go to your website and discover what other books you have written. Consequently, they will be more likely to go out and buy them as well.

What really concerns me about this scenario is that, for a website to be a good marketing tool, it should be getting you a bigger audience. Yet most writers websites only attract people who have already bought the writer's book – and only the handful who really enjoyed it. If you only have one book in print, the website isn't going to add to your sales. In other words, too often the book serves as a tool for drawing people to your website – whereas it should be the website that generates mores sales of the book.

In order for your website to really work, you need to design it in a way that attracts visitors who have never heard of you or your book.

If you write primarily non-fiction books in a particular niche, that's easy enough to do. For instance, if your books are mainly about antique cars, you can write some good articles about antique cars and post them on your website. Perhaps write a blog about antique cars as well. People searching for information on antique cars will be drawn to your website, where you can then advertise your books.

This is much harder to do if you write fiction. Sure, you could try posting some short stories on your website (maybe the ones you couldn't sell), or perhaps an excerpt of your novel. But unless you are already famous, the odds of anyone finding your website will be slim.

Just consider: What would someone have to enter in a search engine in order to find your website? Your name? The title of your short story? Your main character's name? None of these are likely to draw much traffic.

Again, I'm not saying you can't attract traffic to your website. But the task of coming up with some valuable information or features that will attract newcomers is harder. So instead, you have to do a lot of work promoting your website. You have to post articles or comments on other websites (and include a link to yours), engage in social networking, hand out bookmarks or fridge magnets at conferences, etc. All that takes a lot of work. And why not just promote your books instead of your website, since the books are what you make money on?

Of course, there are other reasons for having a website. One good reason is to make it easier for book reviewers to find out more about you or get in contact with you to arrange an interview.

A website or blog allows you to advertise an upcoming book signing, media interview, or other event to your existing fans (which they can tell their friends about).

Writing a blog or website can also establish you as an authority in a particular area of expertise, or serve as a testing ground for ideas that may one day become a book. Again, however, this is may be far more effective for non-fiction writers.

If you are a novelist, I suspect that you will have more success by creating a website that fans of your particular genre will love. A site they would visit for its own merits, even if you had no book to sell. That means offering visitors more than just a brief bio and a list of your published works.

Instead, it may mean creating a website that offers a cool and fun experience. The kind of website fans of your genre will bookmark and tell all their friends to visit - even if they've never read a book of yours before. Maybe it means adding humour, games, music, or services they will find valuable. Make it as creative and enjoyable as any of your books. Do it right, and you will make them hunger for more of your work. And that will lead to higher sales.

Share Your Experience/Wisdom Regarding Writers Websites

Are you an author with a website that has helped you build your readership? Or a publishing/marketing expert that knows the pitfalls/secrets of building a successful writer's website? Or do you know of an author's website that has inspired you to buy a book? If so, may I invite you to share your wisdom with readers of this page? Just fill in the following comment form...

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