Today's internet plays a central role in communication and promotion, especially for authors who use websites as the hub for their book promotion activities. Whether reaching out to the media through traditional mail or online platforms, recipients will invariably visit an author's website for more information. As a result, an author's website should be well-crafted, providing engaging content and relevant information about the author and their books. It is crucial for effectively targeting readers, reviewers, and the media. A mix of online and traditional media can be the most powerful.

Neglecting to establish a personal website before publishing a book is a decision that may have negative consequences. An author's website is the focal point for PR campaigns, offering comprehensive information and links to media coverage. It showcases the author's biography and offers resources such as downloadable headshots. In today's digital age, having a website is considered standard practice, and lacking one may compromise the author's professional image. Thoughtfully curated website content can significantly contribute to an author's career and be regularly updated to feature upcoming projects.

When developing an author's website, it is essential to include key pages. These may encompass individual pages for each book, a media section featuring downloadable resources and links to previous coverage, and a page guiding visitors to online retailers selling the author's books. Facilitating book purchases or downloads is a primary goal of the website. Additionally, considering the launch of a blog to complement the website with regular, informative posts is advisable. However, excessive posting should be avoided, and efforts to build a mailing list by collecting visitor emails can be beneficial.

Another valuable approach that varies for each author and involves showcasing expertise through relevant content. It can include sharing articles or papers on the website on the book's subject or related topics. Demonstrating expertise can leave a positive impression on potential readers and the media and support broader marketing objectives, such as credibility-building or business promotion. Over time, feedback from website users can inform improvements to enhance their experience. As your website grows in popularity, it will attract more notice from search engines and you’ll increase visitor traffic.