Author's websites need not be overly complicated to accomplish their book marketing objectives. But they do need to be well done and include the necessary elements. Search engines recognize keyword-rich content, so it matters along with user-friendliness – a site that's easy to navigate and loads quickly on desktops, laptops, tablets, and smartphones. Many authors launch blogs to coincide with their websites and provide posts that keep content fresher and more responsive; it's wise to consider doing both. Blog posts can vary in topic, while the main site content stays true to the book and author.

Rule number one for author's websites is to make it easy for people to purchase your book. Selling directly from your site is the most profitable but requires infrastructure. If setting it up is too much, including links to online booksellers where people can buy copies or downloads is fine. The other web pages can contain the content that people expect. A page about your book and one with your bio: most good authors' websites also include links to media and online coverage from others. You can also put links to your social media pages and use them to drive traffic to your site with targeted posts and links.

Like anything else, letting your personality and uniqueness shine through on your website is a good idea. That said, keep your site easily readable and the navigation intuitive and straightforward. It's also wise to use your website as a device to build an email marketing list. Some sites have an initial pop-up inviting fans to register their emails. If you prefer a lower-key approach, you can include sign-up sections and make them visible but not pop-ups. Research and experience show that an email marketing list is one of the most productive ways to spark sales. You can send a newsletter to your list periodically.

Images are important for your fans and the media; including them on your website is crucial. You'll want the cover art from your book(s) displayed on the appropriate pages, likely the site's home page. But it's also essential to include your photo; many authors make a press photo downloadable for the media. It saves people the time of requesting an image and may increase your coverage. Anything you make easier is likely to be used more. It's also common to post a sample chapter from your book.

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