Does every author really need an author website?
Perhaps the answer was yes a decade ago, but so much has changed since then.
Today, readers discover new books and authors in many ways, including Amazon, AI search, social media, newsletters, podcasts, YouTube, and online book communities.
If you’re preparing to publish a new book, is an author website still a necessity, or has it become optional?
The traditional advice
From the early days of the internet, a website for an author was seen as a must.
But it became especially important after self-publishing became widely available to authors.
Even better, an author blog could help writers attract readers through articles appearing in search engine results.
At the time, it was good advice because search engines like Google and Bing could help attract a lot of potential readers and book buyers.
It was also an effective way to have a central plank for book promotion and marketing.
Authors could add a link to their website or blog whenever they shared updates on social media.
Another promotional tactic was to include a link whenever commenting on other blogs or websites.
For a while, authors could even add their blog feeds to other platforms, including Amazon Author Central. This meant an author could create content once and have it distributed automatically across multiple platforms.
But that was in the days when RSS feeds were in common use. Today, RSS has almost disappeared.
While having an author blog or website can still be useful, things have changed.
What has changed?
The question should probably be, what hasn’t changed?
Recent years have seen so many changes in technology, search engines, and, by extension, user behavior.
One of the most significant recent changes has been the rise of artificial intelligence (AI) and AI-powered search. Since AI-powered search features such as Google AI Overviews became common, many websites have seen significant changes in search traffic.
You might read about drops of 70, 80, or 90% in Google traffic. These are not exaggerations. In my case, the last few years have seen my organic search traffic reduce by around 70%.
But the loss of search traffic is not the only reason for the drop. User habits have changed, too. It is now less common for users to regularly follow a collection of favorite blogs, and the proof is in the dramatic reduction in blog comments.
As a result, many sites, including mine, closed all comments. The main reason was that so few comments were genuine, but also because a new proliferation of automated spam comments became a nightmare to manage.
Yet the number of internet users is increasing, so it’s not a sudden lack of interest in reading and books.
Reader discovery has evolved
What has changed is how users now find what they are looking for on the internet. For authors, this is the most difficult challenge because there are so many options.
Yes, search engines like Google, Bing, and AI search are still working, but often result in zero-click results. Also, many people now use ChatGPT, Gemini, or Claude to do their research, including for books.
Amazon search is still probably the most important, but it’s becoming more difficult to rank highly.
While book lovers still use Goodreads, more are using BookTok (TikTok), Bookstagram (Instagram), and YouTube book channels.
Book blogs and review sites are still around, but they don’t attract as much interest as they did a few years ago.
Substack is a new avenue for email newsletters, as are podcasts. However, reader forums and communities like Reddit and Facebook groups still work, but not as well as before.
When you consider these changes in internet user behavior, what does this mean for an author’s blog or website?
Even with all the changes, the strongest argument for an author website today is not discovery; it’s ownership.
When you rely on other platforms and social media channels, you don’t control your access to your audience.
You are at the whim of these services, and there is always the possibility of an account being suspended, disabled, shadow-banned, or deleted.
That’s why having your own central point for book marketing and promotion is worthwhile.
At least then, you have a home where readers can find your biography, books, newsletter signup, contact details, and links to retailers.
One other factor to keep in mind is that AI assistants will play an increasingly important role in user discovery.
It’s a little early to know how well this will work. But having an established online presence gives you a better chance of being discovered as AI-powered search continues to develop.
If you build a site, keep it simple
Ten years ago, spending money on a self-hosted website and blog was a good investment for authors.
Today, though, not so much. So much has changed, and the benefits of a site are not as obvious now.
If you are a new author and want to have an author website, it can still be useful. But don’t spend a lot of money on it.
You can find affordable hosting plans, and a free website may be enough when you are starting out. However, owning your own domain name gives you more control and makes it easier to build a lasting author presence online.
All you need is a welcoming homepage, an about page, a page for your books, and perhaps a contact form.
On most platforms, you have the option to publish blog articles.
For authors, this is not only a possible point of discovery, but it’s also a great way to keep the habit of writing regularly.
If you decide to build a site, these are the most common elements to include.
- Home page
- About the author
- Books
- Contact page
- Newsletter signup
- Links to retailers
- Optional blog
Authors who may not need a website
A website or blog is an ongoing project that needs not only new content but possibly a little regular maintenance.
For authors who are planning to, or have already published their one and only book, a website may not bring much benefit.
It is often the case with memoirs. If you’re in this category, using your existing social media platforms or online forums might be enough to promote your book.
Another possibility is that you are not sure if you’ll publish a second book. In this situation, you could hold off until you decide to publish more books.
A website may not suit authors and writers who value their online privacy. In this case, it is often better to concentrate on Amazon discovery with effective category and keyword selection, and perhaps Amazon advertising.
Summary
Should you have an author website today?
Perhaps the right answer is yes, possibly. There are no downsides to having your own site, but the upsides are fewer than they were a few years ago.
If you value ownership, then yes, build your site. But if you’re comfortable using social media and forums, it may not be a necessity for you.
One other factor to keep in mind is that AI assistants are likely to play an increasingly important role in book discovery.
Yes, they may extract information from online forums and other sources, but having your own website gives AI systems another reliable source of information about you, your books, and your work.
Do I have an author website? Yes, I have two. One is a static website, and the other is a personal blog. Both feature my books. They don’t attract huge amounts of traffic, but they still receive occasional bursts of visitors from search engines and AI discovery.
The decision is up to you, but I still believe it’s better to have your own space on the web for your books.
Related Reading: How To Reduce The Cost Of An Author Website
