To be on the Web or not to be on the Web--sorry, technophobic authors, that's no longer the question. Rather, what should be on your website and how can you draw traffic to it? There's no universal key to success. But with help from a recent groundbreaking report and four web designers who specialize in author sites, we've come up with some guidelines.
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The Codex Group is described by its President, Peter Hildick-Smith, as a "pollster for publishers." Last summer, Codex undertook a massive author website impact study that surveyed nearly 21,000 book shoppers. Its objective was to understand the relative effectiveness of author sites among shoppers and to determine the elements that will keep them coming back to the site. We spoke with Hildick-Smith and four book-loving Web marketers and designers--John Burke, Vice President of FSB Associates; Carol Fitzgerald, Founder and President of the Book Report Network; Jason Chin; and Jefferson Rabb (who also consulted on the Codex study, along with Columbia University's Charlotte Blumenfeld)--to find out what makes an author site not only good-looking, but also successful.
"From an author's perspective, if you are going to invest the time and energy in writing and getting a book published, it's a big drawback if you can't then be found online," says Burke. Furthermore, the Codex report found that visiting an author's website is the leading way that book readers support and get to know their favorite authors better. And this is true regardless of age. While those under 35 visited websites more often than those over 35, over-35-year-olds still used author websites as their main method of learning about the author. "This isn't a generational thing," says Hildick-Smith. Fans are also much more likely to visit the author's website than the author's page on the publisher's website.
The survey found that 7.5% of book shoppers had visited their favorite author's website in the past week. As a point of comparison, 7% had visited the Wall Street Journal's site.
And any remaining skeptics out there, take note: Website visits translate directly to the number of books bought. Book shoppers who had visited an author website in the past week bought 38% more books, from a wider range of retailers, than those who had not visited an author site. "Is putting up a website going to make a book a bestseller? No," says Chin. "Is the website going to help the author build an audience? I believe it can. What you don't want is for someone to hear about your book, search for it with Google, and find nothing. That's a potential lost sale."
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