MAP Group Member, Tom Rizzo, The Last Stand at Bitter Creek, submitted the following article about the importance of author and book websites:What is the Purpose of Your Website?
By Tom Rizzo
Don’t wear blinders when it comes to determining the actual reason for your website.
If you conduct an Internet search of the question, "What is the purpose of a website?" you’ll find a broad range of responses.
Among the answers:
- To increase public awareness of your book, or brand
- To establish a presence on the Internet
- To make information about you and your books available to the public
- To attract a list of potential readers/buyers
- To communicate with your readers
- To provide service
- To sell something
There’s nothing wrong with these reasons. And, you'll find dozens of different responses. But many miss the mark.
The actual purpose for a website is to develop a marketing relationship.
Websites Are Marketing Tools
The marketing part can often take a back seat to the visual design of a website.
The marketing part can often take a back seat to the visual design of a website.
Well-designed websites attract attention. Good design, however, does not trump marketing power. Once someone clicks on a site and oohs and ahhs over its visual impact, you have to provide a reason to keep visitors from not clicking away from your site.
The marketing strategy for a website includes several components which have nothing to do with how they look.
Four Components of a Successful Website
First, your website has to rank well in search engines so buyers can easily find you. Search engines determine whether they like your website, and whether they believe others will like the website.
First, your website has to rank well in search engines so buyers can easily find you. Search engines determine whether they like your website, and whether they believe others will like the website.
Second, your website must appeal to a specific target audience. Everyone isn’t in the market for your particular book, or product. You have to define your market, and include content that focuses on their needs and desires. This kind of focus, incidentally, will help you get ranked in search engines.
Third, you must provide valuable content that will keep visitors from clicking away and - equally important - keep them coming back.
Fourth, achieve your specific marketing goal of developing a sustaining relationship with a visitor. This could include making a sale, subscribing to a newsletter, fulfilling requests for information, or simply interacting with someone.
For the most part, the marketing goal of a website is to create a relationship with visitors who need a relationship with you because of the solutions you can provide to their desires, or needs.
