In a publishing world dominated by BookTok, Amazon, and Instagram, it’s a fair question to ask:
Do I really need an author website?
Short answer: No. You can be a successful author without a website. But here’s the thing: just because something isn’t mandatory doesn’t mean it’s not incredibly valuable.
I’m the first to admit that I’ve outspoken pro author website, mostly because my own author website has played such a pivotal role in my own career (more on that later).
But I also know that there are plenty of authors crushing it on the bestseller lists who don’t prioritize a website. In fact, I can name several off the top of my head whose sites are either non-existent, outdated, or a bit of a mess—and they’re still thriving.
If that sounds like your vibe and you’re making it work, then more power to you. After all, the beauty of this career is that it’s yours to navigate. Trusting your instincts is key, and if the “no website” strategy is what works for you, that’s completely valid!
But what if you’re on the fence? What if you’re not sure whether an author website is worth it for you? Here’s how I’d approach it:
Ask yourself one simple question: Am I committed to keeping an author website up to date?
And I don’t mean stylistically up-to-date, I simply mean remembering to update your website when you announce or release a new book. You’d be shocked how many authors don’t bother with this basic, essential task!.
If you can handle that, then a website is worth prioritizing it as part of your career. Here’s why a well-maintained website is an investment in your long-term success:
Readers really do go to author websites!
I hear a lot of this:
“Lol, I never go to an author website.” Or, “Readers don’t go to author websites anymore.”
Anecdotally, I’m sure that’s true; she readers don’t go to author websites. But anecdotes are no way to make business decisions. So let’s look at data. The numbers say that plenty of readers do go to author websites.
My own site averages 1,000–3,000 visits per week, and some of my clients see 5,000+ visitors weekly. That’s 20,000 unique website visits per month.
And you may be thinking, “Yeah, but I my site only get 40 visits per week…”
Okay, but:
Every Visit is a Potential Book Sale
Even if you only have 40 visitors, isn’t that 40 potential sales that you’d love to have? And once you start getting steady traffic to your site up into the thousands, isn’t that thousands of potential book sales you’d love to have?
Don’t assume that if readers can’t find what they need on your site, they’ll track you down elsewhere. The internet is a minefield of distractions—Last week, I went to look up a book and ended up buying makeup remover pads instead. I never made it back to the book, and I know I’m not the only one! 😊
Longevity and Stability
Social media platforms come and go, but a website is a stable presence on the internet. It’s an investment in your long-term career that remains consistent despite the ever-changing digital landscape. As my friend (and client) Jennifer Probst put it, “My website is the only place on the Internet I actually own. I’m here to stay as an author. Renting a little plot on Amazon and Instagram is not going to cut it.”
Also, the life of the average Instagram post? 24-48 hours. The life of a good website? INFINITE. I’m romanticizing, but it’s also not not true.
SEO Benefits
Most authors (if they think about SEO at all) assume it’s just about people searching for their book titles—Goodreads and Amazon handle that, right?
Sure! But that’s small-time SEO thinking. The real power of SEO is helping people who’ve never heard of you discover you.
I’ve intentionally sprinkled my site with terms like NYC romance and office romance—both key to my brand. Not only are those pages popular, but they led to interviews with The Wall Street Journal and Inside Edition. How did they find me? They Googled office romance, and my site showed up.
Later, The London Times featured me—because they saw The Wall Street Journal article. These things build on each other, but only if you lay the groundwork.
Professionalism and Credibility
A well-designed author website adds a layer of professionalism to your brand. Even if you don’t care about Katie mentioned above, who thinks authors without websites are amateurs, consider this: A long time ago, I applied to join Nora Roberts at her bookstore for a joint signing. They said yes, and it was an incredible experience. While I was there, Nora’s assistant mentioned that they were actually full when they got my requested date; but then she looked at my website, and was so impressed that they made room for me at the signing because I was “clearly legit.”
Tell A Story
We’re writers—we know everything memorable starts with a good story. The best cocktail party guest, the greatest speeches, the most iconic ads? All stories.
Stories help people remember us. Your website is your chance to tell yours—to create a real connection with readers in a way an Amazon page never will. Because an Amazon page isn’t your story—it’s Amazon’s.
Your website tells readers what you write, why you write it, and who you are. It makes you human. You’re not just a product listing or a verified profile.
On Amazon, you’re a supporting character—literally one of millions of other authors, many writing books very similar to yours.
On your website, it’s all main character energy.
Brand Building
A website isn’t just where readers find you—it’s where they experience you.
On Amazon, your book sits alongside millions of others, wrapped in Amazon’s brand—their colors, their fonts, their logo. On social media, you’re just another scrolling moment, sandwiched between cat videos and ads.
But on your website? You set the tone. Your colors, your words, your vibe. It’s the difference between being a product on someone else’s shelf vs. owning the store. You decide the customer (reader) experience.
Because branding isn’t just about looking polished—it’s about making an impression. The kind that sticks. The kind that turns casual browsers into lifelong fans.
That’s what a website does. It’s not just a place to be found—it’s a place to be remembered.
→ Ready to level-up your author website? I can help!
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