By Shaila Abdullah

We all understand the worth and value of first impressions.

When we prepare to attend our book signings or speaking events, we dress to impress. We enter in style and dazzle the audience. It is our moment, and we consider it our personal commitment to deliver our best. Yet, when it comes to websites, many of us choose DIY templates or hire nonprofessional relatives to create mediocre sites.

Results can be disastrous for authors seeking to make a lasting impression in the industry. Homegrown sites tend to look just that and make the visitors think you are not serious about your work to make an investment in it. If you are an author of some merit, chances are you have been Googled. So would the search findings make you proud or cringe in shame?

A website is an author's virtual home. Like it or not, you will be judged by that site. It is a vital marketing tool that will not only generate sales and leads for you but will help you create a fan base.

Hiring a professional pays in the long run. When choosing a website designer, make sure he or she has an impressive portfolio. You do not want a designer who delivers cookie-cutter solutions. The downside of using such a designer is that you will see their store-bought templates everywhere. A professional web designer provides clients with a series of questions geared to their particular genre, book, and personality before providing an estimate. I once had a client send me pictures of items that she kept on her desk to inspire her during her creative pursuit. I used elements and colors of those on her website. In the end, the client owned a site that reflected her style and personality-just like the creative environment in her own home.

So what are the elements of a striking website?

An Easy-to-Access Home Page

Your home page is your doorway and should contain quick access to the most important information you want your visitors to see. A standard home page consists of the author's photo, a brief bio, and featured books. A few websites also contain upcoming events, latest blog posts, and Twitter feeds. Remember, people entering your site through a query would not necessarily land on your home page, so if certain information
is important to you, it should be present on all pages of the site.

Another element often slighted is the author photo. Make sure the photo you use is taken professionally. Even if you don't think you are photogenic, a good photographer will make you look great.

Effective Content

Your website content should be free of factual and grammatical errors. Have a professional editor review the content before the site goes online. Develop content based on the intent of the site. If selling books is the primary goal, make sure the buying information stands out. Take a test drive as a visitor and see what the experience of buying is like. Fix the hurdles you encounter.

Another point to consider is whether you want a book-centric or an author-centric site. Unless you are a one-time wonder or wish to have a separate website for each book, go for author-centric to allow you to showcase all of your work in one place.

Visual Look

A good website designer will seek your opinion on imagery and colors. Visuals are important in determining how long someone remains at the site. Ask yourself these questions: Are elements balanced and placed in a harmonious way? Does each element have a place in fulfilling the site's mission? Do images complement or complicate the theme? Do colors support your personality and genre?

Ease of Navigation

Every home needs an effective floor plan applicable to the needs of the owner. Standard navigation items are needed on all author websites, such as a bio, list of books, media kit, and contact information. If you have won any awards, create an awards area. Make room to include excerpts; it's an effective tool to hook readers into buying your book. If you are an active author on a tour, a news and events section would be helpful. Ask your designer to develop that section and your blog in a way that enables you to update content yourself. If you will be constantly adding or editing content on your site, have your designer develop your website in a content management system, which would provide you with complete editing control over all the pages of the site.
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BIO
Shaila Abdullah is an award-winning designer and author and has created numerous websites, marketing materials, and e-mail marketing campaigns for authors. She can be reached at shailaabdullah@gmail.com or www.shailaabdullah.com/houseofdesign.