Episode 252 - Strategic Website Planning for Authors with Pauline Wiles
August 20, 2024
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Pauline Wiles discusses STRATEGIC WEBSITE PLANNING FOR AUTHORS. This conversation was prompted by Matty's need to migrate her websites—MattyDalrymple.com and TheIndyAuthor.com—off Weebly, since Square, which owns Weebly, is phasing out support for Weebly. Pauline and Matty delve into the critical aspects of planning a website overhaul, such as understanding author goals, target readership, and key marketing tactics. Pauline emphasizes the need to keep sites simple and user-friendly and discusses tools and integrations that are effective for different types of authors. The conversation also covers practical tips for improving website functionality and engaging visitors, including the use of popups for email sign-ups.
Pauline Wiles is an author turned website designer, who helps authors and solopreneurs with books create modern websites for strong business results. Her strategic approach delivers a powerful marketing asset that grows your audience and sells your books and services. British by birth, Pauline is now a contented resident of California
Links
Pauline's Links:
https://www.paulinewiles.com/
https://www.instagram.com/paulinejwiles
https://www.youtube.com/channel/UCIErOCKJGjRjsXz395fd0Bg
Episode References:
Episode 073 - Author Websites with Pauline Wiles
Episode 238 - The Big Indie Author Data Drop 2024 with Melissa Addey
Matty's Links:
Affiliate links
Events
https://www.paulinewiles.com/
https://www.instagram.com/paulinejwiles
https://www.youtube.com/channel/UCIErOCKJGjRjsXz395fd0Bg
Episode References:
Episode 073 - Author Websites with Pauline Wiles
Episode 238 - The Big Indie Author Data Drop 2024 with Melissa Addey
Matty's Links:
Affiliate links
Events
I hope you enjoyed my conversation with Pauline! Did any of Pauline’s advice make you think about changes you’d like to make to your website? If you don’t yet have a website, did our discussion prompt you to think about creating one?
Please post your comments on YouTube--and I'd love it if you would subscribe while you're there!
Are you getting value from the podcast? Consider supporting me on Patreon or through Buy Me a Coffee!
Summary
This week on The Indy Author Podcast, Matty Dalrymple talks with Pauline Wiles about the importance of strategic planning for author websites. Together, they delve into the key considerations authors should keep in mind when building or migrating their websites to better support their career goals.
Meet Pauline Wiles
Pauline Wiles, an author turned website designer, helps authors and solopreneurs create modern, effective websites. She emphasizes a strategic approach that delivers a robust marketing tool for growing audiences and selling books and services.
What Triggered the Planning for a Website Migration?
Matty begins by outlining the impetus for her website overhaul: the announcement from Weebly, now owned by Square, that the platform might not be supported after mid-2025. This triggered her decision to get ahead of potential technical issues and bring in Pauline to utilize herself as a case study for the migration process.
The Danger of Diving into the Details
Pauline advises stepping back from the tactical likes and dislikes of current tools to look more strategically at what an author needs from a website. She breaks down the high-level considerations necessary for a successful migration and website redesign.
Website Strategy: High-Level Questions
Pauline discusses the importance of starting with high-level questions to understand the website's strategic goals. These questions uncover the author's unique needs and how individual these requirements can be. She uses Matty's approach and needs as an example, highlighting differences among career authors, first-time authors, and authors who use their website as a lead generation tool for their services.
Building a Website That Aligns with Your Goals
Pauline stresses the need for a website that aligns with the author's marketing tactics and goals. This involves understanding each author's preferred marketing channels and ensuring the website supports those methods effectively. Matty, for example, indicates a preference for simplicity and self-maintainability over advanced features.
Considerations for Multi-Book Authors
For authors with extensive catalogs, like Matty, Pauline advises considering how realistic it is to maintain pages for individual books as their catalog grows. Consolidating information by series, rather than individual books, can simplify management and improve user experience.
Best Practices for Getting Email Sign-Ups
Discussing best practices for driving email sign-ups, Pauline acknowledges that while no one likes pop-ups, they work. However, she recommends using “polite pop-ups” that appear after a time delay and don't show on every visit. The goal is to balance effectiveness with a user-friendly experience.
Considering Integration Needs
Pauline underscores the necessity of evaluating the integrations your website might need. Tools such as email marketing services (AWeber, in Matty’s case), direct sales platforms, and scheduling tools must be compatible with the chosen website platform. This is critical for ensuring smooth operational workflows.
Business Operations and Streams of Income
Pauline and Matty discuss the importance of recognizing and planning for different streams of income through the website. Whether it's book sales, consulting services, or other revenue streams, the website must be designed to support and integrate these aspects seamlessly.
Factoring in SEO and Reader Engagement
Another key topic is search engine optimization (SEO). Pauline advises tailoring SEO efforts to align with the author's goals. For non-fiction authors, this might involve maintaining blogs to showcase expertise. For fiction authors, it often means focusing on making their books easily discoverable through search engines.
Recommendations for Homepage Content
Pauline recommends that authors’ homepages serve as high-level overviews. For fiction authors, she suggests prominently showcasing available books, emphasizing new releases, and encouraging email list sign-ups. Simplicity and clarity are paramount.
Managing Multiple Websites
For authors managing multiple websites, Pauline advises streamlining administrative tasks by using the same platform for all sites if possible. This approach simplifies maintenance and ensures easier updates across websites, likening it to the benefits of "sending all kids to the same school."
Next Steps for a Successful Website Migration
Pauline suggests that authors should thoroughly understand their goals and preferences before diving into a website migration. This involves realizing that while tools may claim easy migration processes, the reality can be more complex. Managing expectations and conducting trial runs on free plans can smooth the transition.
Conclusion
Wrapping up, Matty acknowledges the insights shared and outlines the importance of preparing their existing website for migration by cleaning up content and retiring unused pages. She plans to follow Pauline’s advice to streamline her website and make it more user oriented.
This episode provides valuable insights for authors looking to create or migrate an effective website. Understanding the intersection of personal author goals, reader expectations, and required integrations can guide the creation of a website that not only looks good but also supports an author’s long-term career objectives. For more information on working with Pauline Wiles or to explore her strategic planning services, visit paulinewiles.com.
Meet Pauline Wiles
Pauline Wiles, an author turned website designer, helps authors and solopreneurs create modern, effective websites. She emphasizes a strategic approach that delivers a robust marketing tool for growing audiences and selling books and services.
What Triggered the Planning for a Website Migration?
Matty begins by outlining the impetus for her website overhaul: the announcement from Weebly, now owned by Square, that the platform might not be supported after mid-2025. This triggered her decision to get ahead of potential technical issues and bring in Pauline to utilize herself as a case study for the migration process.
The Danger of Diving into the Details
Pauline advises stepping back from the tactical likes and dislikes of current tools to look more strategically at what an author needs from a website. She breaks down the high-level considerations necessary for a successful migration and website redesign.
Website Strategy: High-Level Questions
Pauline discusses the importance of starting with high-level questions to understand the website's strategic goals. These questions uncover the author's unique needs and how individual these requirements can be. She uses Matty's approach and needs as an example, highlighting differences among career authors, first-time authors, and authors who use their website as a lead generation tool for their services.
Building a Website That Aligns with Your Goals
Pauline stresses the need for a website that aligns with the author's marketing tactics and goals. This involves understanding each author's preferred marketing channels and ensuring the website supports those methods effectively. Matty, for example, indicates a preference for simplicity and self-maintainability over advanced features.
Considerations for Multi-Book Authors
For authors with extensive catalogs, like Matty, Pauline advises considering how realistic it is to maintain pages for individual books as their catalog grows. Consolidating information by series, rather than individual books, can simplify management and improve user experience.
Best Practices for Getting Email Sign-Ups
Discussing best practices for driving email sign-ups, Pauline acknowledges that while no one likes pop-ups, they work. However, she recommends using “polite pop-ups” that appear after a time delay and don't show on every visit. The goal is to balance effectiveness with a user-friendly experience.
Considering Integration Needs
Pauline underscores the necessity of evaluating the integrations your website might need. Tools such as email marketing services (AWeber, in Matty’s case), direct sales platforms, and scheduling tools must be compatible with the chosen website platform. This is critical for ensuring smooth operational workflows.
Business Operations and Streams of Income
Pauline and Matty discuss the importance of recognizing and planning for different streams of income through the website. Whether it's book sales, consulting services, or other revenue streams, the website must be designed to support and integrate these aspects seamlessly.
Factoring in SEO and Reader Engagement
Another key topic is search engine optimization (SEO). Pauline advises tailoring SEO efforts to align with the author's goals. For non-fiction authors, this might involve maintaining blogs to showcase expertise. For fiction authors, it often means focusing on making their books easily discoverable through search engines.
Recommendations for Homepage Content
Pauline recommends that authors’ homepages serve as high-level overviews. For fiction authors, she suggests prominently showcasing available books, emphasizing new releases, and encouraging email list sign-ups. Simplicity and clarity are paramount.
Managing Multiple Websites
For authors managing multiple websites, Pauline advises streamlining administrative tasks by using the same platform for all sites if possible. This approach simplifies maintenance and ensures easier updates across websites, likening it to the benefits of "sending all kids to the same school."
Next Steps for a Successful Website Migration
Pauline suggests that authors should thoroughly understand their goals and preferences before diving into a website migration. This involves realizing that while tools may claim easy migration processes, the reality can be more complex. Managing expectations and conducting trial runs on free plans can smooth the transition.
Conclusion
Wrapping up, Matty acknowledges the insights shared and outlines the importance of preparing their existing website for migration by cleaning up content and retiring unused pages. She plans to follow Pauline’s advice to streamline her website and make it more user oriented.
This episode provides valuable insights for authors looking to create or migrate an effective website. Understanding the intersection of personal author goals, reader expectations, and required integrations can guide the creation of a website that not only looks good but also supports an author’s long-term career objectives. For more information on working with Pauline Wiles or to explore her strategic planning services, visit paulinewiles.com.
