As an author, of course you want to create engaging and informative content for your author website. But what does that mean? How do you best connect with potential fans? What keeps them coming back for more? How is writing content for your author website different than writing your book? As an author website designer who has worked with folks from best-selling authors and celebrities, to unknown self-published authors debuting their first book, I have many years of experience and thoughts on this topic.

Essentially, in order to communicate effectively, it is vital to keep your audience in mind by providing clear and organized content that caters to their needs and preferences. It’s important to acknowledge that website visitors tend to scan website content rather than read it sequentially. They quickly skim through a web page until something catches their eye, and then they may delve deeper and read engaging material (up to a certain point) to quench their curiosity.

Here are 5 tips for writing effective author website content that cater to your audience and more:

1. Know who you’re writing for. It’s important to understand your target readers so that you can tailor your content accordingly. While there may be diversity among your readership, there are definitely commonalities among them. At the very least, consider the books they are likely to enjoy, especially those that are popular, and examine how those authors market themselves. If you want to be grouped into the same category as another writer (or writers), understanding how they represent themselves will inform how you could represent yourself and what readers have come to expect. Delivering on those expectations helps build trust and credibility with your readers, increasing the likelihood of repeat readership and positive reviews. Creating content that is relevant to your audience increases the chances of capturing their attention, keeping them engaged, and fostering a stronger connection with your work. Selecting the right voice for them ensures that your message is easily understood and relatable. Understanding your audience on a deeper level allows you to make your writing more meaningful and successful, compelling readers to further explore your work.
2. Keep it simple and concise. Truman Capote wrote, “I believe more in the scissors than I do in the pencil.” Which is to say, when writing for the internet: edit, then edit some more, then keep editing! Clearly and simply articulating your unique writing style, genre, and themes helps to convey your author brand identity. You don’t want your audience to have to work for that understanding. You may end up stating things that seem obvious to you, but do a great job of clearly defining what you do, for whom, and how it benefits them. There is no downside to being as clear as possible.
3. Be yourself. Share your thoughts, stories, updates, and insights to connect with readers on a personal level. Infuse your personality into your writing to connect with readers on an emotional level. Be genuine and approachable in your tone and communication style. You don’t have to sacrifice professionalism to be personable. The folks I have come across online that I feel the most admiration for are generally the most human in their representation. Likewise, you don’t have to divulge your innermost secrets to a bunch of strangers — working to find a voice that is authentic to you makes it easier to show up as yourself no matter what.
4. Seize the opportunity. Write a concise and compelling author bio that highlights your accomplishments, influences, and writing journey. Include relevant personal details that connect with readers. Include testimonials from people you delighted, or endorsements from well-known authors to establish credibility and build trust with potential readers. This is no time for mystery or modesty. The point of an author website is to market yourself as an author, so every opportunity you have to connect with a reader is one you want to take. This is true not only for your About the Author content, but also when you ask folks to sign up for your mailing list, or read an article you wrote, or watch a video that features you. Fortune favors the bold!
5. Share your enthusiasm. By incorporating your own enthusiasm, you can make a stronger emotional connection with your readers. If you don’t seem excited about what you’re doing, why should they? Conveying enthusiasm can be done subtly (or not, if that’s authentic to you), but if a website’s job is to promote you and your work, then you want to take that ball and run with it. Making you and your book seem like something no one wants to miss out on is as simple as conveying how you will benefit your audience. Will you make them laugh, cry, have deep thoughts, learn new things, some combination? Tell them that. Then tell them again, and make them believe it by sharing thoughts from existing fans who had a great experience. Tell them through all of the content on your author website — the way it’s written, the voice you use, but also directly. For example, if you want your audience to sign up for your newsletter, invite them in a way that not only ensures they know what they’re going to get, but also features what there is to love about your unique voice that will show up in their inbox regularly. Making yourself unforgettable is everyone’s number one priority in marketing, and you can’t do that if you don’t share your enthusiasm about what you do.

Remember, connecting with your website audience is an ongoing process. Continuously listen to their feedback, adapt your approach based on their needs, and nurture the relationship over time. An effective author website comes from creating content relatable and relevant to your readers in a voice that is authentic and unique to you.