Writers in the Storm

by Penny C. Sansevieri

The best author websites are often the most simple. You don’t need flashy fonts or expensive designs.

Overcomplicating your website with these pricey add-ons can often lead to the opposite of what you’re expecting: fewer sales.

Here are eight common mistakes authors make on their websites and how to avoid them to get better sales on your book.

1. Your Home Page Doesn’t Have a Goal

Yes, you want to sell books, but is that all?

Speaking events, media attention, online courses you’ve created, an upcoming second book, are all things you might wish to promote on a website.

Consider the toothpaste aisle at your local grocery store. Lots of options, lots of different tubes of toothpaste and you know what? It’s overwhelming.

This is decision paralysis, and it can cost you sales.

If you’ve written non-fiction that’s tethered to you or your business, then your primary goal for the homepage likely won’t be selling your book. The goal is probably to get people to use your company, sign up for your consulting, or book you for speaking.

If your book is fiction, then yes you want to have your book on the homepage, but selling your book from the homepage isn’t the top priority either.

Honestly, when was the last time you bought a book off an author website? Probably not recently unless you personally knew the author or are an extremely avid fan. For this reason, I’m going to suggest having a mailing list sign up front and center on your website.

You’ll convert more consumers into fans, followers, and newsletter subscribers and yes, this will also help convert buyers.

2. Your Text is Too Wordy

I’ve evaluated hundreds of sites and in almost 90% of the cases the reason a site isn’t converting a visitor to a customer is because of the copy.

How do you know if your copy isn’t working? Well, let’s look at some of the biggest issues.

Too much copy: Try to keep your copy between 250 to 100 words, or less if possible.. Make your pages, and your paragraphs, easily digestible and skimmable.

Unfocused copy: Cut right to it and tell your visitors what you have to offer. Be up front about it. Don’t waste precious webpage space on a full paragraph about your dog (maybe unless your book is about your dog). This is your first impression, and those matter.

Requiring the consumer to scroll: Consumers need a really good reason to scroll and even then, it’s pretty iffy. Maybe you have a big banner at the top of your website, and all the books you’ve written scroll along that banner – it’s so pretty, right? Well, sure it is, but now you’re asking potential readers to scroll to get to the good stuff. Sadly, most won’t.

3. Your Site Doesn’t Mimic Retail Sites

Notice how your eye scans the page on popular retail sites like Amazon

If you’re like 99.9% of consumers, you scan websites in a Z fashion. This means that your eye starts in the upper left-hand quadrant (so where your book cover is) then scans the book title and finally lands on the price, before the eye wanders down the page.

So what does this mean for your website?

Well, consider what’s in your upper left-hand quadrant, what’s across the top, and what’s on the right side. If there are no calls to action and nothing incentivizing your consumer to stay longer, learn more or sign up for something that benefits them in some way, then you’ve wasted a very valuable opportunity.

4. Your Site Isn’t Mobile Ready

Your last online purchase was probably made on your phone, right?

Google has even updated its SEO triggers to include mobile optimization. This essentially means if you don’t have a mobile version of your website, you likely won’t come up in search.

Keep in mind that even if you don’t care about being found on Google, non-mobile websites are much harder to read and navigate on a small screen. While it’s important to appease Google, it’s also important to make sure your consumer isn’t sent to something they can’t read or navigate through.

So I always pull up author websites on my phone when I’m doing evaluations, and I encourage you to do the same.

5. You Give Too Many Options

Ideally, you should have only 4-5 choices in your main navigation, and then drop downs under each if you really have a lot to offer people.

Author websites that give consumers too many options at the jump drive away sales. Visitors don’t want options, they want answers.

If you want them to spend time on your site, make your navigation easy, clear, and prioritize their time in smart ways. Don’t give irrelevant options that get them off track or drive them away entirely.

This goes back to decision paralysis. Don’t just promote everything equally and let your buyer choose, tell your buyer what they need.

6. You Don’t Have a Newsletter 

Even if you just opt for a basic site, you should still have a mailing list.

Why? Because readers turn into fans and fans love hearing about your next release and – in some cases – fans can also help you spread the word about your book!

So make signing up for your mailing list easy and worthwhile. Consider giving them something in exchange for signing up such as a free ebook or chapter excerpts.

And don’t bury your sign up at the bottom of your page - most won’t scroll far enough to see it.

7. You Promote the Wrong Things

It’s amazing how many times I see an author with social media icons that don’t link anywhere, or a bio that’s outdated, or copy that talks about your “upcoming book” that released 6 months ago.

It makes you look like you don’t take yourself seriously if you’re not maintaining what you promote, which isn’t a good sales strategy.

8. You Don’t Have a Blog

I get it. You already struggle to write your books, do the marketing, and stay current on the industry, and now I want you to blog, too.

Keep in mind that a blog isn’t just a great tool to get Google to love you, or a great way to get ranked higher in search engines.

A good blog is a communication tool between you and your reader. Let them get to know you, and like you, so they’re more likely to purchase.

I’m not suggesting that you write a blog post a week. Once a month will be fine.

Your Website Isn’t Set It and Forget It

You should review your website once a quarter, no exceptions.

I’m always surprised at things I find, or don’t find, even on my own site. And why is that? Because I’ve been doing this a long time, and my company has evolved, and the industry has evolved, and the reader experience has evolved – you get the idea.

What was the point of writing your book or creating your business if you’re not going to accurately promote it in the best light? A good website is key to not only (hopefully) making sells but to building a fan base of recurring buyers.

About Penny

Penny C. Sansevieri, Founder and CEO of Author Marketing Experts, Inc., is a bestselling author and internationally recognized book marketing and media relations expert. She is an Adjunct Professor teaching Self-Publishing for NYU. She was named one of the top influencers of 2019 by New York Metropolitan Magazine.

Her company is one of the leaders in the publishing industry and has developed some of the most innovative Amazon visibility campaigns as well offering national media pitching, online book marketing, author events, and other strategies designed to build the author/book visibility.

She is the author of 18 books, including How to Sell Your Books by the Truckload on Amazon, Revise and Re-Release Your Book, 5-Minute Book Marketing for Authors, and From Book to Bestseller. She also hosts the top ranking podcast Book Marketing Tips and Author Success.

AME has had dozens of books on top bestseller lists, including those of the New York Times, USA Today, and Wall Street Journal.

To learn more about Penny’s books or her promotional services, visit www.amarketingexpert.com. 

By Karen DeBonis

For years, I wondered how it would feel to know my memoir sat on a bookstore shelf or, even better, in a reader’s hands. I could name the expected emotions—excited, proud, content—but being a published author was so foreign to my previous life experiences, I couldn’t envision how those feelings might manifest themselves in my body or what thoughts they might generate.

And I could also picture myself signing copies, engaged in conversation at a book reading, giving a presentation on stage. The enigma was imagining myself going about my everyday activities like eating breakfast, weeding the garden, or watching TV, my published author status of little relevance.

What would it be like to fully inhabit the body of a published author? It’s a question you can’t answer until you can.

Publishing is a Thorny Path

I started writing my memoir in 1999, never having written much of anything before. In January 2020, thinking my manuscript was ready (it wasn’t), I began querying agents. I knew the ghosting and rejections would soon follow. I knew it would be disheartening. So when I received my first rejection email, I printed it on bright coral paper and made an origami rose. As I had hoped, it lessened the sting.

Over the next two years, my rose garden grew so plentiful, I didn’t have a vase large enough to hold them, so I hung the blooms on a chain. Finally, after querying 85 agents, I launched Plan B—submitting to small presses—and signed a contract with Apprentice House Press early in 2022. Growth: A Mother, Her Son, and the Brain Tumor They Survived was released in May 2023.

In all those months and years of the “before times,” there was so much I didn’t understand about the “after times.” Now that I’ve lived in the after times for a whopping 2 months, there are other surprises I didn’t anticipate:

What I didn’t expect when I was expecting my book:

I’m glad it’s over.

Ecstatic even. I’d do cartwheels if I could to celebrate the end of my long journey. The past seven years of writing full-time was less acutely painful than birthing my two sons but nine times longer, so I’d say it was worse. In the final three months leading up to my book launch, I felt like a stack of encyclopedias—the print kind, not Wikipedia—sat on my chest. I even turned to Xanax, which, on a good day, lifted volumes D through Z. Now that the pressure is gone, maybe I can manage a somersault or at least roll around on the floor in glee.

Post-Publishing Depression

The cloud of post-publishing depression, which several of my author friends have experienced, has not yet spit on my parade. In the throes of my encyclopedia-weighted years, I yearned for the mythical days of moping around the house, lying in bed for hours, or joylessly binge-watching Netflix. It sounded so…easy (as long as I could avoid the hopelessness and despair that accompanies true depression). But so far, my state of elation (see “I’m glad it’s over” above)) has kept the blues at bay.

The Possible End of a Writing Career

I suspected I’d be a one-book author, and I’m still leaning in that direction. I doubt many fiction writers quit after one book, regardless of its success or lack thereof, but memoirists—think Tara Westover of Educated fame—are more likely to walk away from their authorial lives.

Why? In my case, I’d never intended to be a writer. Then life happened and I knew the story was meant to be told. I studied my craft and the world of book publishing, put in the time, failed often, and finally landed a book contract. As long as I don’t have another story to tell, I won’t need to write another book. (If you happen to be an agent who likes what I have to say, however, let’s talk.)

My Why has benefits.

From the first day I picked up a pencil and yellow legal pad to scratch out my motherhood survival story, I believed others would learn from my experience. That why hasn’t changed. But I didn’t realize how much I would learn. Seeing my flaws splayed out on paper and screen meant I couldn’t hide any longer. I had to own my Achilles heel—people-pleasing—and learn to overcome it once and for all. I had to grow. And I did.

Marketing is more fun than I’d expected.

Trust me, I’m as surprised as you. In fact, I enjoy it so much, I need bullet points to explain it.

• The “yeses” of marketing happen more quickly and more often than for writing and submitting, so much so that it’s addictive. Every positive review, modestly viral tweet, or booking on a podcast gives me a hit of adrenaline. Craving more, I work long hours for another hit. But remember—marketing is FUN, so I don’t mind.
• Having an actual book to my credit, along with the frequent yeses, make me more comfortable pitching—book talks, workshops, companion essays, podcast appearances. I’m more confident I have something to say that people will want to hear.
• I prefer the creative outlet of marketing to the creative outlet of writing. Writing serves a purpose and I’m proud when I’ve written something that connects with a reader. My finished book is a soul-satisfying accomplishment, and I couldn’t be more proud if I had climbed Everest.

But for me, writing is laborious and rarely pleasurable (the exception being flash pieces). On the other hand, designing my bookmarks, t-shirt, pull-up banner, and bookplates never felt like work. I could wake up early and stay up late doing those projects without regret. Even better—brainstorming creative ideas, like this freebie I’ll hand out at book festivals. It’s been a blast.

I’m a survivor.

I discovered this about myself as a parent through the process of writing my memoir. I learned this about myself as a writer through the process of publishing my book. I thought I was weak. I’ve learned I am strong.

Final Thoughts

I have a saying—“I’m open to the possibility”—and that is what I advise in the writing and book publishing journey. You just never know where this trip will take you, but I guarantee you will grow, and isn’t that what life is about?

What experience do you most anticipate when you first become published? What was the most surprising when you did? Share with our readers your own publishing experiences and suggestions!

About Karen

Karen DeBonis writes about motherhood, people-pleasing, and personal growth, an entangled mix told in her debut memoir Growth: A Mother, Her Son, and the Brain Tumor They Survived, released by Apprentice House Press in May of 2023. Her work has appeared in the New York Times, HuffPost, The Insider, AARP, and numerous literary journals. A happy empty-nester, Karen lives in upstate New York with her husband of forty years. You can see more of her work at www.karendebonis.com.

"Growth: A Mother, Her Son, and the Brain Tumor They Survived" is available where books are sold.

Join my mailing list today at www.karendebonis.com and I'll send you a sneak peek--the first chapter of "Growth!"

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by Kris Maze

Writing and music can go hand in hand just like comfort food and hot cocoa. If your writing muse has left you agitated, unsettled, or discombobulated, perhaps you can appease it by selecting music appropriate for your creative process.

Research shows that music can increase a person’s focus when working on complex projects such as writing a story. Listening to music is also known to boost one's mood and to give one’s perception of the work as easy. A study in California State University at Fullerton showed that athletes performing squat jumps had more explosive force and speed then those who worked without music. Let’s look at how music can impact our work of writing.

Music can change your outlook on a difficult project

Get yourself over a hump and conquer a tough scene by switching up your music. Listen to songs that get your pulse racing and your mood improved. Before you know it, the words will be flowing and you won't be thinking about how burdensome this project is, but rather how happy you are getting closer to finishing it.

For me a difficult project is something that involves formatting. For some writers, the detail-oriented work of creating a clickable table of contents, creating an index, crafting a bibliography, or anything format related at all, is a challenge they will gladly accept.

But these types of work tend to shut down my creativity and spin me through a wash cycle of anxiety that keeps me from finishing my work. I understand the importance of these tasks and can force myself to be disciplined enough to hit my deadlines, but it's not without pain and potential hives. Music is the balm that takes my mind off the difficult parts and helps me focus enough to finish my work.

Music can keep you and your muse motivated

Play some of your favorite tunes and give in to your groove. Playing the same music at the start of a project can help you get into the mindset of your work in progress. Keep track of the songs you play and see whether listening to your favorite song helps you become a more consistent writer.

Create a specific playlist that represents the project you're working on. Find music that gets you in the mood of your main character, or the tone of your writing, Or the pace of your plot actions.

For example, if you are writing a historical period piece, perhaps your playlist contains Bach minuets or orchestral pastoral romps that remind you of a Bridgerton-esque setting of high tea. Perhaps you're writing a sci-fi epic saga and need long techno flowing music. Or perhaps you write about the underground cultures of post punk rock and listen to a little Sid vicious to get into the rebel mindset.

Music can boost your mood and keep your muse happy

Listening to music you like can make writing feel easier. The feeling of enjoyment you get from listening to your favorite songs will carry over into the writing and you will enjoy the writing process more. Pick music that speaks to you and is that a pace that you want to work at. Faster or slow your satisfaction while working will improve.

Music will make you write easier

Our brains are smart and are always at wits against our muse. Our brains recognize how difficult writing is and it has the natural tendency to make you think about it. With physical exercises perceived rate of exertion can make our brains put on the brakes. How can this relate to writing?

One article states that our brains also have limited attention or upload speeds and a way to trick our brains into working anyway, is to give our mind something pleasant to focus on. Listening to motivating uplifting music can distract you in a positive way from the difficult parts I'm staying butt-in-seat.

Try music to increase your word count in less time

I'd like to propose the idea that listening to music at certain beats per minute can correlate to the number of words a writer can produce over time. Who would like to join in on this study?

Beats per minute – a writerly experiment

These are not story beats, nor beets-you-eats, what I am referring to here are our music beats. Want to try something fun? And non scientific? Join me in reflecting on how music works in your writing process.

1. Pick out a song that last inspired one of your works. Maybe it was a song you had on repeat while working on a short story or a playlist that just gets you into the writing mood.
2. Go to Song BPM | songbpm.com and type in your favorite writing mood tune.
3. Post the song, genre, and beats per minute in a comment below.  Tell us why it helps you write.  Let’s see what we find out!

Examples:

Astrud Gilberto &Stan Getz – The Girl from Ipanema – 130 BPM – I enjoy this walking-paces song because it is chill and cheerful. It gets me in the mood to write a spunky scene with a sassy heroine.

Journey – Don’t Stop Believin’ – 113 BPM – Who knew that this power ballad would roll along at a slower pace than Getz?  I believe the feel-good factor of this song can help the most stuck writer complete a page or paragraph

Paperback Writer – The Beatles – 78 BPM – This tune is described as happy and high energy.  And the lyrics align with my writerly goals.

Anti-hero – Taylor Swift – 97 BPM – Any Swify’s out there?  This smart and snarky tune conjures up delightful characters for me. And a little research for my YA novels, lots of teens (and their adults) really dig this music.

Feeling Good - Nina Simone - 79 BPM – Good and gritty. And at a pace that encourages me to stay in my seat and write.

Tell us your below!  Maybe we can add some inspiration and music to our own playlists.

About Kris

Kris Maze is an author, writing coach, and teacher. She has worked in education for many years and writes for various publications, including Practical Advice for Teachers of Heritage Learners of Spanish and the award-winning blog Writers in the Storm where she is also a host. You can find her horror stories and young adult writing on her website. Keep up with future projects and events by subscribing to her newsletter.

A recovering grammarian and hopeless wanderer, Kris enjoys reading, playing violin and piano, and spending time outdoors.

And occasionally, she creates a kick-*ss playlist for her muse.

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