Why so Many Author Websites Fail to Close the Deal
Are you one of those authors who sees your website as optional? Even if you agree that you should have one, is your vision of your website someplace you can send customers if you run out of printed copies of your book at a book signing. Is it just a place you send your connections after making initial contact?
Even if you’re committed to using your website as a tool for promoting your book(s), it’s easy to fall into the trap of expecting too little of your website. If you look beyond the benefits of having a modern, well-written website, your website can do more than provide a positive image. It can become the deal closer for undecided buyers.
Magnetizing Your Author Website
Designing your website experience to grow loyalty is essential. By developing a site that engages with your audience, you amplify the value you offer. This is especially true for authors who provide a service. However, fiction authors also benefit from engagement oriented websites.
It makes me sad when an author I work with fails to recognize that his or her website could be a magnet for new opportunities. What new author can afford to pass up contacts? So far, none that I’ve met. As powerful as networking and friendships may be, many opportunities have little connection with who you’ve known in the past.
Even if 90-95% of your book sales continued to come from follow through after a personal meeting, planning your website content and design so it encourages decision making shouldn’t be overlooked. Just because you established great initial rapport doesn’t mean the first visit to your website will convert that visitor into a buyer.
Going Beyond Informative
It is so important to recognize that your website should be more than informative. Sure you want your visitors to find everything they need to know about you on your website. The question is how will you present that information. Will you invite a response to that information? In other words, will you market yourself at the same time?
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Moving on to Marketing
When I say marketing, I’m not talking about hard-sell marketing—”If you don’t click on this button now, you are going to miss out on the best deal of your life” marketing. That kind of sales pitch makes too many potential readers uncomfortable.This content is for members only.
Focusing on Messaging
The promise of transformation drives most reading decisions, even fiction. This content is for members only.
Summary
When it comes to author’s website, you may find most of your traffic is from people to whom you’ve handed your business card. That doesn’t mean you should overlook the potential your website has for nurturing a first contact into a long-term, loyal relationship. That’s why I ask the question. Why not inform and market at the same time?
