6 ways your author website can support your marketing
If you’re an author, it’s tempting to think of your website as a static thing. You build it once then leave it. A bio, a list of books, a contact page, job done!
But in reality, your author website should be one of the hardest‑working parts of your marketing toolkit.
As I have said repeatedly, social media platforms come and go, and algorithms change overnight. Your website, though, is the one place you fully own and control.
When it’s set up well, it can be a central hub that ties together your mailing list, events, and promotes your new books in a way that feels joined‑up and makes your life easier.
In this post, I’m going to walk you through six ways you can squeeze the most out of your author website, so that it works as hard for you as you did to get the damn thing live!
Why your author website is the ideal marketing hub
I always say to think of your author website as your online home. Social media, email newsletters, podcasts, and guest posts - all of these things should lead people to it.
When readers land on your site, they should be able to:
Understand who you are and what you write
Discover your books easily and find out how to buy them (with just one click!)
Sign up to hear from you again
Find events, launches, or news about your upcoming books
All of that stuff is crucial from a marketing perspective.
As we know, these days even traditional publishers do very limited marketing for their authors - unless you are one of the rare ‘superlead’ titles.
It’s becoming more and more incumbent on authors to pick up some of the marketing slack. I don’t like it, and I don’t think it’s fair, but unfortunately I don’t make the rules.
And of course, if you are self-published, then your own marketing is the thing that will make or break your book.
Here are the ways you can use your author website to support your efforts:
Grow your mailing list
I do honestly think that authors are becoming more and more aware of just how important having your own mailing list is.
I’m in quite a few Facebook groups and every week there are new posts asking for advice on this topic.
As you probably know, I’m evangelical that all authors should start building their own lists.
Why every author should set up a mailing list →
Your mailing list is still one of the most powerful tools you have as an author.
Unlike social media followers, your mailing list gives you direct access into people’s inboxes, where they are FAR more likely to see your messages.
Your website should make joining your mailing list feel natural and worthwhile.
Where to place sign‑up forms
Good places to include sign‑up forms include:
Your homepage, ideally above the fold
A dedicated newsletter or “freebie” page
At the end of blog posts
In your footer so that it appears on every single page no matter what
A subtle pop‑up for new visitors
Should I add a pop-up to my Squarespace author website? →
You don’t need all of these, but you do need at least one clear, visible invitation.
What I love most about Squarespace is how easy it makes it to integrate your newsletter within your website. The sign-up boxes are all built-in, it’s just a question of dropping them into the page, and you can manage your mailing lists and send newsletters directly from inside your Squarespace account.
Why I use Squarespace (not Mailchimp!) for my author newsletter →
What to offer readers
People are far more likely to sign up if there’s a clear benefit. Popular options include:
A free chapter or short story
A behind‑the‑scenes essay or deleted scene
Early access to announcements or cover reveals
A reader‑only newsletter with extra content
Be specific. ‘Join my newsletter’ is not just vague, it’s completely unappealing!
‘Get a free chapter and exclusive early updates’ gives readers a reason to act.
From an SEO perspective, dedicated landing pages for your mailing list can also rank for searches like ‘[your name] author newsletter’ or ‘free chapter from [your name] author.’
2. Promote your author events
Events are easy to promote on social media and then forget about, which is why your website should be the permanent record!
Whether you’re doing in‑person book signings, festival appearances, school visits, or online events like Q&As and launches, your website can handle it all.
I feel like this is one of the areas that gets most neglected by authors (I am also guilty of this, although in my defence, I don’t do a lot of events!)
Creating an events section
The easiest way to address this is with a simple list of appearances that you update regularly.
Make sure you include all the important information - times, dates and click-through links for readers wanting to book a spot or buy a ticket.
Again, Squarespace has Events functionality built-into the platform, making it all very straightforward.
How to add an Events calendar to your Squarespace author website →
Using events to build trust
Including past events matters too!
Photos, short write‑ups, or testimonials help new visitors see that you’re active and engaged and also provide a nice record of what you’ve been up to. Writing about a past event always makes a good topic for your blog too.
And including past events is especially useful for authors offering talks, workshops, or school visits as it gives people an idea of what to expect, providing content you can link back to later when promoting similar events.
3. Announce your new books
A new book announcement is the perfect reason to direct people to your author website!
Unless you are an extremely prolific author or writing books in a series, ideally, each book should have its own dedicated page on your author website.
For new book announcements, that page becomes the page to link to for everyone who wants to learn more about your upcoming release.
What to include on a new book page
A strong book page usually includes:
The book cover and blurb
Release date and formats
Pre‑order or purchase links
Early reviews or endorsements
Media coverage or blog posts
Links to related events or appearances
This page can be updated over time, shifting from “coming soon” to “out now” to “available in paperback.” That ongoing relevance is great for SEO.
Using your mailing list to drive visits to new book pages
Your mailing list and launch pages should work together.
Encourage readers to sign up for launch updates, bonus material, or post‑launch content.
This turns casual visitors into long‑term readers, not just one‑off buyers.
4. Promote your social media
Make sure you include links to all your various social media platforms on your author website. It sounds obvious but honestly I come across SO many author websites that don’t have them on (even though the author does indeed use social media!).
Linking out clearly (without overdoing it)
At a minimum, your author website should make it easy for visitors to find you on social media. Clear links in your header, footer, or contact page are usually enough.
You don’t need icons everywhere, but you do want them to be obvious.
Think of these links as signposts. A reader who enjoys your books or blog might want a more informal, day-to-day connection with you, and social media is often where that happens.
Using the Instagram block to drive engagement
If Instagram is one of your main platforms, embedding an Instagram block on your website can be surprisingly effective.
Squarespace has this block built-in so it’s easy peasy to add to your author website.
An Instagram block lets visitors:
See recent posts without leaving your site
Get a feel for your tone and personality
Click through to follow you if they like what they see
This works particularly well on homepages, about pages, or blog sidebars.
The ideal scenario is someone arriving via Google to find out more about you or your books, seeing a snapshot of your Insta ‘personality’, enjoying your content, and then deciding to follow you.
From a marketing point of view, this is the perfect cross-pollination opportunity.
Having your latest Insta pics on your homepage can also help make your author website look up to date and show you as a busy author, living your best busy author life!
5. Provide resources for press or media
A press or media page is often overlooked, but it can be one of the most useful marketing assets on your author website.
Your press page should be an easy toolkit for journalists, bloggers, podcasters, and event organisers looking for more information about you.
What to include on a press page
A strong press or media page usually includes:
A short, clear author bio in different lengths, written in the third person so that media can simply copy and paste it
High-resolution author photos
Book covers and blurbs
Press releases or launch announcements
Links to interviews, reviews, or features
Contact details or a press enquiry form
By putting everything in one place, you make it easy for people to write about you without having to chase you for assets.
How a press page supports your marketing
A good press page saves time, but it also builds credibility. When visitors see that you’ve been interviewed, reviewed, or featured elsewhere, it reinforces your authority as an author.
From an SEO perspective, linking out to reputable publications and media appearances can strengthen your site’s trust signals. You can also link back to this page from book launch posts, event pages, and your about page.
If you’re pitching podcasts, festivals, or events, sending people directly to your press page looks professional and helps them say yes faster.
On a budget but need an author website?
The DIY Author Website Course is just for you! →
6. Drive traffic with blog posts
Have I mentioned that I am a HUGE fan of blogging?
After all, you might not be here right now on my website if I hadn’t written this blog post.
Good old fashioned content marketing is, in my opinion, still one of the most underrated ways to get people to find you online.
Blog posts are brilliant for:
Driving search traffic to your site (new people coming from Google)
Linking readers to book pages and mailing list sign‑ups
Supporting new book releases with behind‑the‑scenes content
Answering common questions readers and writers search for
Adding internal and external links to your site, which is really important for SEO
For example, a post about the research behind your novel can link directly to the relevant book’s page, but also to any other resources mentioned on other websites.
A post about an upcoming event can link to the event details and include a newsletter sign up to encourage people to find out first about any future events.
You get the idea! It’s not rocket science ;)
Internal linking like this helps readers navigate your site and also helps search engines understand how your content fits together.
But I don’t have time to write my next book, let alone do all this!
Authors are often juggling many balls alongside their writing - and most authors have another day job to consider. So please don’t worry if you don’t have time to do all of the above!
I often hear from authors that they don’t really know what their author website is ‘for’, so I thought it would be helpful to list a few ways in which you can make your website really work hard for you, and justify its existence.
But just implementing one or two of the above ideas will make a difference.
You can start small:
One clear mailing list sign‑up
One events page
One strong book page per title
The important thing is to have a foundation from which you can build as your career grows.
Instead of chasing every new platform, you’re building something sustainable. A place readers can return to, again and again, to discover your work and stay connected.
That’s what a good author website should do.
And if you don’t know where to start with building an author website, then please do take a look at my online course. Or if you’d prefer to hand the whole thing over completely (I get it, I really do!) then please do get in touch.
I love talking author websites and will be happy to advise, no matter what stage of your career you are at ☺️
Save 10% off your first year’s Squarespace subscription using code CHARLOTTE10
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