If you’re a non-fiction author considering a website, it’s important to understand that your audience will vary depending on your niche, goals, and how you promote both yourself and your book.
For non-fiction authors, especially those who speak, teach, or consult, the audience can include a mix of readers, other professionals, and media. Your website should address each group with clear information and intentional design.
Let’s Dive Into The Key Visitors to Your Author Website
Readers, or your author community, are usually the largest group visiting an author’s website. They might be current fans, potential readers curious about your work, or people who may have heard about you through recommendations, your guest spots on podcasts, and other media avenues. These visitors are often looking for:
- Information about your books (descriptions, ways to purchase, excerpts, or free chapters).
- A place to leave reviews or testimonials, or links to where they can leave reviews (like Amazon or Goodreads).
- Discussion questions or downloadable guides for book club members or educators.
- Updates on new releases or future projects.
- Behind-the-scenes content – your personal stories, insights into your writing process, or additional works like blog posts or articles.
- Ways to connect with you like your social media accounts or email newsletter.
If you’re an author who is also a paid speaker, event planners are a key audience. Event planners are typically either evaluating the author as a potential speaker for their conference, or are visiting to download materials for a confirmed speaking engagement. This segment of your audience is looking for the following.
- Information about the author’s speaking topics and expertise.
- Testimonials or videos of past speaking engagements.
- A clear path to contact the author or their representative for booking.
- Media kits or downloadable bios, headshots, or book descriptions.
Journalists, bloggers, podcasters, or other members of the media may visit your author website to learn more about you or prepare for an interview. They are often looking for the following.
- A professional bio and author headshot.
- A media kit or press page with downloadable assets and quick facts about the author and their work.
- Links to previous media appearances or interviews for reference.
Other professionals in the industry, like publishers, literary agents, or other authors, may visit your website to explore opportunities for collaboration or possible partnerships. Collaborators may be looking for the following.
- Evidence of your authority, expertise, and platform size (social proof, audience reach, or partnerships).
- Ways to get in touch directly or through your agent.
When you write about a specific niche (e.g., mental health, resilience, personal development topics, or a specific segment of business), clients or followers in that field may visit your website to engage with you beyond the book experience. These visitors might be interested in the following.
- Purchasing books or resources you’ve released related to your niche.
- Exploring blog posts, case studies, or additional material that can deepen their understanding of your subject.
- Seeking coaching, consulting, or other services you offer.
- Free resources or lead magnets (downloadable guides or workbooks) to learn more about your approach before hiring you.
Who Will Visit Most Often?
If your primary focus is selling books, readers will dominate your website traffic.
If you are a paid speaker, event organizers will play a larger role, especially if your website highlights your speaking services.
If you have expertise in a niche field, professionals or followers of your work may be a significant part of your website traffic.
Over time, using tools like Google Analytics or services like Fathom Analytics can show you which audience is engaging most, and help your website evolve to meet their needs.
Why Does Your Website Audience Matter?
Understanding who visits your website is crucial for designing the homepage, structuring the content, and creating clear calls-to-action (CTAs). For example:
- Readers need prominent book features and easy-to-find purchase links.
- Event planners need a professional speaking page, speaker resources, and clear contact options.
- Media professionals need quick access to press kits and bios.
When your website is planned and designed to clearly speak to each type of visitor, you’re more likely to build trust, convert visitors into readers, clients, or partners, and grow your impact.
