In a previous post, I explored the question of who is actually visiting your author website. Understanding your audience, whether they’re readers, event organizers, or potential clients, is the first step. But what comes next?
The real magic happens when a casual visit turns into a genuine connection. And that comes down to one thing: engagement. The good news? It’s easier than you think.
3 strategies to consider:
- Clear calls to action
- Informative and engaging content
- Optimize for visibility and continued engagement
Clear CTA’s to Engage Your Audience
Different visitors come to your site for different reasons, so your calls to action (CTAs) shouldn’t be one-size-fits-all. Guide your visitors toward the next step with clear, actionable options tailored to their needs.
For Building Your Email List: If your primary goal is to build an email list, you’ll want to add a section for a lead magnet or something similar with a strong message and CTA: “Download A Free Guide to [Your Topic]” or “Get a Free Chapter of My Book.”
For Readers: If your primary goal is to sell books, make it incredibly easy for them to “Explore My Books” or “Buy the Book on Amazon”. Include an image of your latest release with a [bold] button.
For Event Organizers or Media: If you’re a paid speaker, include a clear link or CTA like: “Book Me for Speaking Engagements” or “View Speaking Topics.” This can be highlighted in a hero section or added throughout the page with testimonials and topic details.
Placement is everything. Let your main goal guide where CTAs show up.
- At the Top: Great for primary CTAs when the main goal of the homepage is to encourage visitors to take one specific action (e.g., buy your book or hire you to speak)
- In the Middle: Use this placement to build interest after you introduce yourself and your work. Pair it with testimonials or highlights from your portfolio to reinforce credibility.
- At the Bottom: Ideal for a secondary or wrap-up CTA, reminding visitors to take action before leaving your site.
Create Strategic and Engaging Content
Beyond direct CTA’s, the content on your website plays a huge role in keeping your audience engaged.
Offer Valuable Resources: Provide content that addresses your visitor’s needs and offers solutions. This helps to highlight your expertise and experience, giving them a reason to return.
Highlight Guest Features & Appearances: Share links to your podcast guest spots, media interviews, or guest articles. Featuring these appearances not only builds credibility but also lets your audience discover you through different formats. It reinforces your expertise and shows that others trust your voice enough to share it with their own audience.
Incorporate Interactive Elements: Use polls or quizzes to encourage participation. Responding to comments and messages, both publicly and privately, helps build a sense of community and trustworthiness.
Maintain a Blog: A blog is a consistent way to share fresh content, thought leadership, behind the scenes insights, and updates on books or services. It also gives readers a reason to keep coming back. Keep it organized with categories and simple navigation, so visitors can quickly find what they need.
Optimize for Visibility and Continuous Engagement
Leverage Social Media (Strategically): While your website is your primary hub, social media is a visibility tool. Select platforms where your target audience is most active and develop content that resonates with them. Don’t try to be everywhere at once; focus your efforts for maximum impact.
Implement an Email Marketing Strategy: When someone trusts you with their email address, nurture that relationship with automated but thoughtful email sequences. This provides opportunities for future monetization and builds a loyal audience.
Monitor and Analyze Performance: Regularly review your website analytics, social media engagement rates, and email marketing metrics. This data will tell you what’s working and where you can improve your engagement strategies.
Use these strategies to engage your audience and guide them toward the next meaningful interaction with your brand. With a website designed for engagement, you can transform casual visitors into loyal fans who actively support your author brand.
