10 Website Essentials

Every website has a purpose. People browse the internet for a reason. It may be because they’re looking for deals on computing equipment, or viewing a property portfolio, or perhaps they’re comparing the prices of prams… but whatever the reason, they’re there with a set goal in mind.

The purpose of a writer’s website is to tap into that group of people who are browsing the internet looking for reading material, new writing talent, or information on the writer’s craft. In other words - your target market.

In order to do this, you have to customise the content on your website to your target audience. This is basic marketing. Don’t talk about apples if you’re selling pears. I find the best way to do this is to browse other author’s sites, and see what works for you and what doesn’t.

Websites that “work” have various elements in common. Here are the top ten elements that your writer’s website MUST have – and the reason why.

1. Header

A clear header with the author’s name. This is mandatory. At a glance the visitor needs to know whose site she’s looking at. The name should be clear and un-obstructed by graphics and patterns.

2. Your latest published release.

If you don’t have a published book (yet), you can add a sample of one of your first chapters as a ‘teaser’. Be aware that this can go both ways. If your chapter is not up to scratch it will quickly turn a potential agent or publisher off. It may be best not to mention any works in progress until such time as they are actually published in one form or another.

3. Biography

You will need a brief biography (and photo) outlining where you’re from and your interests. Try to keep it pertinent to your mission, which is to raise your profile and generate interest and credibility for your skill and passion as a writer. If your site is http://www.yourpenname.com, then be sure your biography is also under the same pseudonym. You don’t want to confuse any potential publishers or agents.

The photo puts a face to your name. It helps people remember who you are. Choose one that helps promote the image you’re going for. If you’re a wannabe crime writer, don’t add a photograph of you dancing in the rain with flowers in your hair at last year’s music festival. You want to look the part.

4. Articles

If you have written any articles on your craft or your particular area of expertise, include this on your website. If you are a pathologist and you’re writing a crime novel for example, show your expertise by writing articles for your site on forensics, analysing evidence and preparing a crime scene. What this does is portray you as an expert in your particular field and make any prospective agents or publishers notice that you’re writing from a legitimate background. It gives you credibility as a crime writer, even an unpublished one.

Blogging is also a great way to bring attention to your expertise. You can do this by adding a blog page to your website (preferable) or by having a separate blog which you then link to from your website. I’ll discuss the various blogging options in more detail in a later column, since this is a topic all on its own.

5. Appearances

If you are a published (even self-published) author and you’ve got scheduled appearances or signings, you should advertise them on your website. Your fans will want to know where to find you and any potential publishers or agents may surprise you with a visit.

6. Contact Details

Contact details are an essential page in any website. It’s no good creating a professional image, marketing your skill as a writer and providing samples of your work if no one can get hold of you. Make sure you give your name (or pen name), telephone number, cell number (for after hour calls) and a valid email address.

7. Third Party Accreditations

Third party accreditations are something that add an enormous amount of credibility to you as a professional. If you are a member of the Romance Writers of America society, you should mention this, perhaps adding their logo to your site with a click-through (link) to the Romance Writers of America’s website. The same goes for any professional organisations you belong to in relation to your area of expertise, other than writing. Don’t forget the logos, since visual aids often speak louder than words.

If you’ve won any achievements or completed any relevant qualifications, it would be wise to mention them, again using the institution’s logo where ever possible. If you graduated with a Masters Degree in Pathology, that would be a very good reason for agents to consider you as a credible writer.

8. Layout and Fonts

The font size and style that you use on your site should always be clear and large enough for overworked agent’s eyes to read. Use ample white space to isolate areas you want to draw attention to and make sure your layout is user friendly. By this I mean be sure your site’s navigation is easy to find and navigate, that all your links work and you haven’t cluttered the space with too many graphics or bells and whistles.

9. Spelling and Grammar

I hardly have to mention how important spelling and grammar is on a writer’s website. A single typo or grammatical error can ruin your chance of success. You’re showcasing your work so you need to make sure it’s flawless.

10. Search Engine Optimization

Optimisation is another point which deserves an entire column of its own, but in a nutshell, your site is not going to be found by the right target market unless you allow it to. This is called search engine optimisation (SEO) and can be done organically (through keywords and other SEO techniques) as well as through pay-per-click (PPC) campaigns which use Google AdWords to appear at the top of the search engine results page. Don’t worry if this is too overwhelming for now, I’ll discuss it in more detail later. Just remember to write for your target audience and you’ll be setting a good foundation for effective SEO.

In my next blog I’ll discuss how to drive traffic to your website or blog. There are many different techniques and the trick to an effective campaign is selecting the methods that tap into your potential target market.

Yours in successful online marketing,

Louise Rose-Innes
http://www.louiserose-innes.com