Author Websites

This page is dedicated to outlining web projects for new and established authors.

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Success Defined

What are you hoping to get out of working together?

For perspective, I try to outline what your 5 year goals are because when things get busy your website often becomes an afterthought.

Then we come up with a list of milestones and strategies to get there. It’s okay if this is a hobby but if you’re building a legacy, the foundation you’re building on this website takes more thought and will evolve over time.

Ask yourself: Where am I now? (Present) Where am I going? (Future)

Recent Examples

Considerations

  • Goals: Consider your mission/vision/purpose. What does success look like?

  • Budget: Every website requires time and money. I start with an initial one month retainer. After that, we can schedule additional requests by the hour. Be sure to budget for selecting a platform: Kajabi Growth vs Squarespace

  • Timeline: Website launch can be driven by your publisher’s book launch date or when you want to start promoting your book for events, writing blogs, sending emails, or capturing emails (lead magnet). Important Dates:

    • Introduction/Initial Meeting

    • 3 Rounds of Feedback

    • Launch of website (Go Live)

    Note: Condensed timelines may require a higher project rate. I will be available via email for quick fixes a week after launch so please carefully review everything on our final walkthrough. After that, please book a time for any future requests for edits. Calls booked outside of my calendar are billed at an hourly rate.

  • Platform: Coaches love Kajabi for courses and sales funnels. Authors and creators on a budget love Squarespace because they can make DIY edits and do not need to be maintained by a developer. I’ve worked on Wordpress, Wix, and other platforms as well but Squarespace seems to be the most user friendly, often has 20% off website packages, comes with a free domain and offers the first year of Google Email/Workspace free. If you work with me, you also get a Circle Member Discount.

  • Domains: If you haven’t secured the website, you can search for one here: https://www.squarespace.com/domain-name-search. Squarespace acquired Google Domains in 2023.

  • Social Media: Try to get social media handles that match your chosen domain. Check Twitter, Facebook, Instagram, and Google. If there’s confusion now, it will only make things more difficult down the road. LinkedIn is also a great platform.

  • Stakeholders: It’s not always just authors and creatives providing input. Be sure to think about who else will be making decisions about the content and look of the website including your publisher.

  • Audience: The better you know who you’re talking to, the better you will write copy for your website. Don’t just write for the algorithm.

  • Keywords, Categories, and Themes: Consider these for SEO and to connect with your audience. This is often part of your marketing plan on Amazon.

  • Look/Vibe: Consider similar peers, competitors, sources of inspiration, etc. Think about features, functionality, and layouts you like from other websites.

  • Story: Your website is the primary place people will get your biography. This is an opportunity to shape how people write about you and get to know you. For fun, try to Google yourself and see what comes up! What did you find? What do you love? What would you change?

  • Meetings, focus, and communication: We track meeting notes in a document you can keep for future reference. Anyone on your team can contribute. Please send all requests for edits via email rather than text. Need to reschedule a meeting? Life happens so no worries. I ask that I have your full attention while we’re on a zoom call.

Helpful Information for Website:

  • Author Bio from publisher

  • High Resolution Images in .jpg, .gif, or .png format (1500px-2500px wide, 20 MB limit)

    • Cover of Book

    • Author(s) and Illustrator(s)

    • Publisher Logos

  • Book Title in with transparent background

  • Book Description

  • Keywords for Amazon

  • Reviews from friends and family in advance or from Amazon

  • Story behind the cover, behind the scenes, etc.

  • Acknowledgements

  • Links: Instagram, Facebook, LinkedIn, Amazon, Youtube, Spotify/Podcasts,

  • Assets in Google Drive

Scope of Project: 

  • Phase One: Begin with an initial one-time project fee with a monthly retainer to include:

    • Meetings: One (1) Kickoff Meeting, Three(3) Meetings with Feedback, and Website Launch

    • Web Design: A layout in Squarespace that is easy to make simple DIY refinements

    • Permissions: Full administrative permissions granted when paid in full and website is launched

    • Walkthrough: Tutorial on how to use website

    • SEO: Search Engine Optimization (SEO) best practices are included to generate awareness and drive traffic

    • Analytics: After launch, we can do a review of performance, traffic, conversions, forms, and buttons

    • Basic CRM/Newsletters: We offer technical assistance in setting up email in Google Workspace and newsletter templates during the term of initial contract is also included. 

    • Documentation: Progress is tracked in a single document built as a resource beyond retainer

  • Future Phases: After we launch, I’m available for minor edits and a walk through of your Squarespace website. You can always book more time beyond this on an hourly basis as needed here down the road: http://calendly.com/dodgeashley/

  • Not included: Third party subscriptions like Adobe Stock or work in Canva, Adobe Stock, Mailchimp, LinkedIn Premium, Calendly, Facebook/Instagram Ads, etc. Additional work in Canva templates, social media strategies, scheduling out newsletters, etc. outside of a retainer is billed at an hourly rate via my Calendly link.

Additional Notes:

  • Preferred communication: All requests outside of meetings should be in email rather than text or phone.

  • Cadence: Meetings will be scheduled at kickoff to get you across the finish line. 

  • Invoice: Must be paid in full via Stripe, Paypal, cash, or check.

  • Ownership: All assets will be developed as work-for-hire and owned by the client.  Additional resources can be found HERE.

  • Billing: Everything in Squarespace will be set up with your credit card so you have full control of renewals and maintenance.

Note: If you are an Landon Hail Press author, SJ has a specific timeline and process including the use of LHP logo

Squarespace Walk Through  

  1. Domain:

    1. Purchase an available domain (.com best): https://www.squarespace.com/domain-name-search

    2. If already purchased, go into Settings > Domain > Use A Domain I Own select “Use a domain I own” (can use multiple!)

    3. Benefits: Squarespace has a low initial cost, renews at same rate, SSL certificates included, WHOIS privacy included, spam-free parking page, easy DNS management

  2. Create Header for Homepage

    1. Announcement Bar: Upcoming Event, Giveaway, or Book Launch Date

    2. Site Title or Logo to help search engines find you

    3. Social Links: Instagram, Facebook, LinkedIn (Free SEO Boost)

    4. Button: Amazon link to buy book

    5. Promotional Pop-Up for Newsletter Signup

    6. Menu (Linked vs Not Linked in Pages): 

    7. 404 Error Redirect: Default to Home 

    8. Social Share and SEO Sitewide: Site Description, Book Cover etc.

  3. Pages/ Sitemap Options: 

    1. Home Page:  

      1. Cover of Book

      2. Calls to Action Ex. Buy Your Copy, Get Yours

      3. Video from the author

      4. Links to Amazon and publisher Landon Hail Press 

      5. Book description from cover

      6. Testimonials (use keywords to build SEO)

      7. Author photo and bio (illustrator when applicable)

      8. Acknowledgements 

      9. Contact form for speaking opportunities

      10. Newsletter signup (Google Storage and Squarespace campaigns)

      11. Footer: Social links, © Copyright 2024 ALL RIGHTS RESERVED, Published by (Publisher Logo and Link)

    2. About: Can be the same as Amazon for book or more broad

    3. Blog: Builds SEO 

    4. Contact Forms: Connect to Google and send confirmation to yourself

    5. Amazon Link: This helps support your Best Seller Efforts 

    6. Gallery/Portfolio

  4. Site Design: Fonts, Colors, Formatting, Buttons etc. (See Squarespace)

    1. Fonts and Sizes for Headers and Paragraphs (Consider weight, height, spacing, text transform)

    2. Brand Colors Sitewide (set up pallet of 5 colors using hex colors + Section Themes: Bright, Light, Dark)

    3. Animations -

    4. Buttons - Style (solid, outline, raised), Shape (square, rounded, or pill), Color (background and text), Font

    5. Bonus: Consider UX and site accessibility with inclusive design - I love anchor links!

  5. Marketing: 

    1. Email Campaigns: Best Practices apply whether you use Squarespace Campaigns or a third-party

      1. Templates built with merge tags - (First Name, Last Name, etc.)

      2. Verified email in Settings, Opt-in confirmation email

      3. Mailing List: Number of subscribers (Import Mailing List)

      4. Metrics of sent emails on Open Rate, Clicks, etc. 

      5. Subject Lines: Use emojis and merge tags to standout in inboxes

      6. Cost: 500 emails for $7/mo but no automation, 5 campaigns for $14/mo, unlimited automation

      7. Alternative: Mailchimp

    2. Promotional Pop-Up: ​​Ex. The Kindle version of the book has launched on Amazon! Please join our mailing list for upcoming events, giveaways of signed copies, podcasts, etc.

    3. Announcement Bar: Grab a copy of the book on Amazon and leave us a review! Note this can be custom for Mobile settings.

    4. Profiles: People who signed up for your newsletter or customers if you use commerce

  6. Engagement and other helpful tips: 

    1. Regularly review analytics and update and Announcement Bar from the Squarespace app

    2. Use social media, word of mouth, and live events to drive traffic to website including links in social media bios, posts, stories,  etc.

    3. Write blogs and share them in newsletters (if long, add a CTA to website to read more - boosts traffic)

    4. Share links to podcasts or streaming videos you do in blog or on home page for more content

  7. Crucial SEO Checklist:

    1. On-Page SEO (Meta Tags, Alt-Text, URLs)

    2. Use Keywords (Short-tail and Long-tail phrases) that your ideal client would use via Google Trends

    3. Add meta descriptions for home and child pages

    4. Submit/update Sitemap to Search Engine Results Pages in Google Search Console and check site speed

    5. Some images or videos may slow site speed. There’s a trade off of what looks good and is fast. Smaller file sizes and not using custom code helps here.

    6. Make sure it’s mobile friendly if using Fluid Engine (drag + drop)

    7. Use diversity of headers, paragraphs, and key words

    8. Use buttons and links in every section (CTA = Calls to Action)

    9. Link Building Strategy (internal and external):

      1. Make shareable content, ask others to link from their websites

      2. Internal: Reference content on other pages to improve click-through rate (keep them on your website)

      3. If going to an external site “Open in New Window” ,

      4. External: Guest blog and link your website to third party platforms ex. LinkedIn, Yelp, Google Business

    10. Connect all forms to Google and newsletter list

    11. Add Alt Descriptions for accessibility and meta data

  8. Analytics: Connect to Google Search Console for Analytics to see performance by traffic, geography, keywords, form conversion, etc.

  9. Additional Squarespace Resources: Best Practices, Feature List, and SEO Audit