Ep 303 Why You Need an Author Website with Maite Dalila

Welcome to Pencils and Lipstick. This is a podcast for indie authors. I'm Cat Caldwell, novelist, short story writer, and book coach. Here on Pencils and Lipstick, we're obsessed with bold things story, and it is my goal to bring you the writing tips that you need to make your novel come to life. Hello, everyone.

Welcome back to Pencils and Lipstick. This is episode three zero three of the podcast. And today we are going to talk websites. Now websites is something that a lot of people out there claim that we don't need as authors. Authors.

And I, in my day, my guests would disagree. Even as like AI sort of takes over everything. I think you've noticed when you search in Google, now they have a little summary up there, an AI summary. The best way to have a presence online when people are searching for things is to have a website. And we're Maite and I are going to go into this a little bit, but I kind of want to bring that home, that a website doesn't have to be super complicated.

It, Maite makes beautiful ones. You can look into hers. I actually just redid my website. And so we're going to have the link in the show notes below where you can see how I worked with Maite to get my, website up and running. And I am super pleased with Squarespace now.

It it's I was on WordPress for over a decade. I am not a tech person. But I would never not have a website. It's just essential. You can have your Substack, you can have your newsletter, you can have your online presence and via social media, but you still need to have a website.

It is just the number one place that people still go to try to find out more about you. But again, it doesn't have to be complicated, but it's it is just the nicest way to send people, to find you. So if you're ever going to be a guest on a podcast, it is so much easier to say, check out my website at katcaldwell.com to find out more, to sign up for my newsletter, to find my books. Once you're on that page, there should be easy navigation buttons so that the people, the readers can find out more about you. But it is so much easier, to tell people your website page than it is to list off all the social media.

And even if you have a Substack, there are lots of people who don't quite get Substack, aren't on Substack. It's just not as common as looking for a website. So I kinda wanna bring that, that home to you guys. I hope that that that worked. I hope that you guys are in spring If you're in the Northern Hemisphere, if you're in the Southern Hemisphere, I guess you're going into fall, I think.

So I hope you have a beautiful spring. You might be able to hear, I am very allergic to so many things out in the world, but I love being out in the world. And so I just, throughout my life, I've just sort of sucked it up and, just dealt with it. But my nose is stuffy, my throat itches, all the things. So as we go into spring, there is something about, you know, getting cozy and snuggling up and writing your your books from, you know, that the corner of the couch that's the most comfortable, but there's also something wonderful about springtime.

You feel like you can be outside. Maybe you find a coffee shop where you can write a little bit more outside and be in the sunshine. And as much as I like to be cozy, I love the spring. I love taking advantage of it. It gets so muddy here so quickly in Virginia that you sort of have to take advantage really of the, the nice days that you have.

So as far as, my life goes, personal has somewhat calmed down. All the medical emergencies have calmed down, still have volleyball, end of the school year. But Next Love is coming out in less than two months, which I'm very excited about. And next week, I should have the finalization of the cover. So if you are following me on social media, you'll be able to see the cover reveal.

It's going to be exciting. So in actually next week, we're talking about covers on the, on the podcast. Please remember if you know of somebody who you would love to hear on the, on the podcast, let me know. The easiest way is to go to my website, katkaldell.com or to go to Instagram or TikTok and DM me. Actually all those ways work.

You can get attention and get my attention that way. And let me know who you want on the podcast. I hope that you listened last week, we continued our craft and connect, marketing conversations. We were talking about the core pillars and, I've been actually thinking about those ever since and sort of narrowing down my core pillars. And I'm, I'm thinking that a lot of times our core pillars show up in our themes, like the themes that we tend to write over and over again as writers.

So if you're having trouble with your core, values for marketing, maybe look into the themes that you like to play with when you are writing. So, let's see what else is happening. So we have the live craft and connect on March 24. So I'll have a a review of that next week for you. But I think we're just I'm just moving forward, trying to get all the thoughts that are in my head, all the the different books that I would love to just, you know, find the time to just pound into the keyboard out, but been struggling a little bit with my shoulder.

So anyway, all the things as writers do, we have lots of things that we're, we're doing in our lives. Right? So today we're going to focus on websites. Now, Becky and I in the craft and connect, conversations have talked about websites. So if you go back to craft and connect, you're gonna get a little bit more iteration of why you need one.

But when you're talking about marketing and your presence online, you have to consider having a website there. It's just all the big companies have them. All the big authors have them. You, I think it's only in the, in the author sphere that people try to claim you don't need one. So if that makes you uncomfortable, it's okay.

Maite is going to break it down for us, make it easy. She has all these templates, to make it cheaper and easier for you. And it just, it doesn't have to be a lot, but I would love for you guys to listen to my conversation with my day and maybe change your mind about it, or maybe have that fire lit under you to actually go out and out and get it done in 2026. Wouldn't that be great? So, be sure to like, and review the podcast.

It always helps. And it really helps to give like a word review. If you're listening, it helps me to know that somebody out there is listening. If you're watching on YouTube, just give a little comment. It's very nice to hear from you all.

But otherwise let's get into the interview. Wonderful. We are ready to talk. Hi, Mike. How are you doing?

Good. And you?

Good. I love this this little fake thing, like, we haven't been talking for five minutes. Yeah. It's alright. So before we get into we're gonna talk all about websites today for authors, like, specifically.

Can you tell us a little bit about your background, and before we get into that?

Yeah. Absolutely. So for first and foremost, I'm a designer, and I've been doing it since 2013, I think. So twelve years, thirteen years maybe. And the most recent that I work that I did was the past two years, I was at Disney before I focused on authors.

And I also, like, worked with clients like Samsung and IDEO, Nike, also, like, augmented reality. A lot of them

Oh, cool.

In the tech space, and, like, Magic Leap, which is pretty cool. That's really fun.

So I have

over, like, 50 apps and websites. And the thing I I'm, like, by trade, a UX designer, so it's about creating experiences and, like Okay. Use your own path. So that's sort of like my technical technical background.

Yeah.

And basically, as I was building all this, I kept seeing over and over that the best brands, they're not just, like, selling things. They're telling a story. Yeah. And going to, like, the psychology of the deep core things of why we want things. Right?

You don't buy a mattress because of the mattress, because you wanna, like, sleep better and, you know, like, better quality of life. So it's always going into that deep core of the why. So when I started working with authors last year, I was like, wait. You already know this. Like, you know how story works.

You know that you meet a protagonist and, you know, a, you know, problem, maybe a torrent turning point, maybe a resolution.

Right.

And that's exactly how a website or, like, a web experience works.

Oh, it's interesting.

Yeah. So it's the same bones, just a different container. And, like, it's been over 20 author websites. Okay. And I don't think I'm gonna switch to anything else.

And that's where I'm at today. So that's sort of, like, a recap of the last decade.

I think some people would be like, why'd you go from Disney to working for, like, freelance? How do you just wanna work for yourself?

So well, having, like, a kid sort of forcing

change everything. Yeah.

Yeah. It was like a complete shift to, like, corporate world to, I want my own schedule. I wanna work with things that actually excite me. It's it's full disclosure. It's like, don't meet your heroes.

Like, I like Disney for what it is, working behind the scenes that sort of removes

me back. It reveals everything, doesn't it? Yeah.

Yeah. Yeah. So I was like, I still wanna create the magic, and this is why, you know

But it's not as magical when you're, like, in the grunt work. Yeah. I can see that.

In, like, the stand ups and the meetings and the emails and, like, yeah.

Like, who do I work for again? Yeah. Oh, yeah. Exactly. How did you choose authors, though?

Because there's a million different companies that you could work for.

So I'm a bookworm. Okay. And, basically, when I was trying to figure out what my and this is something that's really important. I do love doing design. Like, that's my it's not even it's a passion, to be honest.

I, like, I talk, I live, breathe this, and anyone who knows me, I'm like, that's my thing. And I was exploring different niches because I went into that YouTube spiral of being like, find your find your niche. And just being a website designer isn't it's very broad. So I explored, like, I threw out webinars specifically for authors, like, WFWA, the historical group, and I sort of pitched them being like how to build a better website because all the websites that I went to with authors were absolutely horrible.

And I mean, like, they're no words, my thing. Mince no words. I know. I know.

I was like, but they could do so much better.

So we can't I think it's like an afterthought for most of us. It is. It is. And then I

was like, this is, like, the one you know, people steal from authors, the stories, and they're, like, the last people of, like, sort of and I'll explain why, like, websites are good. So I pitched the webinar, and then I got six clients from that in that first webinar. And I was like, okay. I can help. And I was and then I had so much fun doing it.

Like, I did more webinars, more clients,

and then Interesting.

And now I You just took a

chance, basically, and it worked out. Yeah. Always find the people who can Always find the people who can write 90,000 words but can't seem to write a summary of their bio.

I know. I've worked hard on that as well. Yeah. It's a different it's a different medium of writing.

It is. It is for sure. So and I mean, it's visual. Right? So a lot of us I always tell people who I I hire for, like, anything graphic.

Like, I know when it doesn't look good, so I know my stuff doesn't look good. But I can't tell you, like, how to make it or how like, I wouldn't know how to make it better. We are like word people. We're not visual people so we kinda we kinda need your help. I think somebody might be listening and thinking like maybe rage rage listening, like, why do I still need an a website in 2026?

Like, okay. They used to tell us to have, like, blog sites, right, twenty years ago. And maybe they're thinking, oh, that will just I'll just have, like, my Substack or I'll just have my Facebook or whatever. Why why do you think websites are still around, I guess?

So I have two, like, two things. One is, like, the best seller mindset, which is a little off my guard. It's this is where confidence begins. It's not just about having a website and a brand. It's sort of like feeling confident and proud of what you share.

And this is what all successful brands do. They first have a brand kit and the mission and values, and then everything is the undertone of that. So when all the messages is the same and consistent against every single platform, and, basically, the website is that foundation. And then I'll tell you exactly more about the technical things. But, like, when you're proud of what you're sharing, you share it more.

And when you share it more, more people see it and more opportunities open. And, basically, at the end of the day, marketing is eyeballs. If you're in the cringe, my my website's a work in progress, or I not really feeling about it, or, you know, like, that energy, people notice. And then you're like, I don't wanna share it yet. And, like, luck is when opportunity meets preparation.

So that's sort of my philosophy. And then the technical reason is, social media. Like, literally, my partner was telling me, and I didn't read the news, like, in-depth. But, like, yesterday, Mark Zuckerberg was in eight hours in congress talking about Instagram and Facebook and all the implications of it. What is gonna happen with Instagram and Facebook?

You're if you're posting and putting all their stuff in borrowed land, and then all of a sudden, Cronus just decides, hey. Instagram is out. What is gonna happen with all your stuff? So, like, your mailing list is owned like, Subsack is another one that I I do recommend because you can own the mailing list, but, also, it can shut down from one day or another. Your website is a one place that you own.

And also emails, that's why I say, like, build your email list, like, yesterday. Even if you're thinking of starting a book, just do it because it's planting the seed. And then when you launch, you're not, like, scrambling. You have people who've been in the journey and shared, and it takes time. I'm not gonna be like, hey, overnight success.

No, it's about consistency. And then when you're ready to, you know, like launch your first book or, you know, you know, re you know, whatever it is, you have a place. And then emails also convert higher. Because it's, like, directly into your inbox. It's something like 20% more versus three to 4% conversion on social media.

On social media. Yeah. Yeah. Because they keep changing that stupid algorithm.

Yeah. Exactly. It's and that, like, it shifts. You can be canceled. You can like, there's so many things.

It's the land that you own, and don't build on borrowed borrowed land. Yeah. Is the is why I keep saying it.

I was thinking about, like, the Australian author or, like, anybody who's writing You. I think Australia banned social media for 16 and unders, if that's true, or at least they were talking about it. And, like, you might think or Spain's thinking about it? Yeah. Okay.

Because, like, that's an age where they buy their own books. Like, the parents aren't buying the books anymore. So now where are they gonna go find the authors? Because they were sharing books online. They're doing the whole Bookstagram thing and now I'm not sure what they're gonna do.

They're probably freaking out. They're still in the freak out stage right now. Like, what did we all do before we had social media? Like, I remember those years. We had websites.

Yeah. Yeah. Literally.

Literally. We have blogs. Oh, so why okay. But if you're an author, I think a lot of people send people to their Amazon page. So why would you say not to do that?

Okay. So one of again, algorithm shifts. Amazon is all about what they want to promote, and they wanna make money. And if you're not within, like, x amount of time or in the algorithm, they're gonna bury your stuff.

Yeah.

So you're competing for attention. So it's the same exact thing, borrowed space. And also you have just a, like, a short summary summary of your book. Yes. Some reviews.

But in your book page, on your website, you can literally go in-depth of why you fell in love with writing this book. Why did you write it? Your unique perspective. You can really capture the world and create, like, an immersive experience, things that you can't do on Amazon. Yes.

For sure. Link it to Amazon. But at the end of the day, that is, like that's where you can really sell your vision to, like, agents or to, like, turn it into a Netflix show because you're literally creating that mood board, that aesthetic before it's like what seeing a book title, like, or book cover, like, judge a book by its cover. That's sort of what's happening on Amazon, and people are skimming. And then your website is like you're stepping into that world, and you're falling in love, and you're building that nest and that the journey and the deleted scenes and, like, they're like, oh, I really am invested in this and I really wanna know when the next book is coming out and you're building a community rather than just someone browsing.

That's really Yeah. You're like, I like that immersive experience, which I think a lot of writers spend a lot of time on Instagram trying to do. Yeah. But you still can't you feel like you're in a room, like, a crowded room of people. Right?

And you can't quite, like like, being at a party when somebody asks you what your book is about and you're, like, losing your voice trying to talk over the the noise. Like, what? What do you say? Like and I can just envision, like, if if you can step into if I can just grab your attention for a second as a reader and be like, this is why I wrote the book and you can feel the vibe. Right?

Like, on Amazon, it's like Amazon's vibe. Like, however that is. You know, if it's whether it's a horror or a thriller or fantasy, you can you can have sort of just that surrounding and stuff into that. So I can see that, but I can also see if you have a terrible website or just a boring website. Let's not say terrible.

Like, a boring everyday average, here I drag and dropped, this is my book. It might have the same. Exactly.

It's sort of like, the analogy that just came to mind is, like, in Halloween, everyone has these amazing costumes, and you're like, oh my god. But you're not seeing the world they live in. So imagine seeing the costume, like, you know, Frankenstein in the horror, like, ambiance, it makes a lot of cooler than having all these costumes compete or, like, you know, like Marie Antoinette in someone's living room versus Marie Antoinette in Versailles, very different. Because the protagonist is one piece of the world that you're building.

Okay.

So it's a different experience.

It is. Okay. So you have a really unique way of creating websites because you're not just well, there's a lot of different templates out there and I have tried quite a few of them for authors. And they they a lot of them, first of all, feel very nonfiction. So fiction wise is like, oh, I don't know.

And then again, we're not visual most of us are not like designers with colors and fonts. Fonts trip me up so much. So I have to ask for that. What font goes together? I can always feel like that doesn't go together, but I'm not sure which ones.

So how did you come to, like, choose your way of putting this together? And tell us a little bit about, that journey that the author goes through with you.

So okay. So this, like, acronym, like, my partner, I have to give him credit to this. I was like, how can I explain it in the most simple way of what they need and then how to do it? So, like, I created this thing called ARC framework, because it's easy to remember. It's basically how to structure your story.

Okay.

So basically, archetype is your brand, right? It gives you the identity. The realm is your website, which gives it structure.

And I'll

tell you exactly what you need to put. And then connect is the marketing thing of where it gives you visibility. So you need brand and website before you go to marketing. And then I can tell you exactly how to define your archetype with color, font, and images. It's, like, very, very easy with three like, there's, like, a three question quiz, and I can literally tell you what what your your like, sort of guide you to the right selection so it doesn't feel so overwhelming.

Okay.

And and then the realm, I'll tell you exactly what content you put, and it's a specific layout. And, like, if you go on my website on the portfolio

Mhmm.

I get the same exact framework for all of them, and you'll see how differently it shows up for everyone else.

It really does.

And they're all using the same exact framework.

Okay.

So for example, in the archetypes, like, let's go into, like, the writing analogy.

Okay.

You know who the protagonist is. Right? Like, every decision they make. So you need to figure out what world they show up in, AKA their website. So for the archetypes, there's six, and I have them grouped by, like, three buckets.

Like, first, strength, the second one is heart, and the third one is mind. So for example, for strength, that's like a hero or a rebel. The second is, like, the lover or dreamer. And then the third is, like, the sage or visionary. So once you fill figure out what your buckets are, and you can mix and match.

And the the quiz is basically what's your voice. Like, if you could describe your voice, like, how you make someone feel when they you speak to them, I can tell you what type of font because each font has a font personality.

Oh my gosh. Your font? Yeah. So cool.

So, like, your font is your voice.

Okay.

So for example, and that's how you, like, dress up your voice. So you wouldn't put Comic Sans on a legal document.

Yeah. Okay. Yeah.

Right? It doesn't establish it. Like, why does the New York Times or, like, established newspapers use serif fonts like the Times New Roman? Right. Because it's timeless.

They're not gonna put, like, a decorative font. So so, like, they're they all have little personalities that, like, I can mix and match. And, like, I have my website, like, a little table of being, like, if you're this voice and, like, this it's six buckets. And then the second one is, like, the mood that you're giving, the color. So, again, if you know what you're trying to evoke, it's easy to choose color.

So super classic example, if you're, like, the the hero or let's say, like, the rebel, that one's easy, you're gonna use something like contrast, like, something that ignites you, like, red. Right? It's like passion in your face, but you can use a softer red or a pink to evoke love or blue for trust or, like, purple for dreamer or fantasy. So like or like teal for like modern colors, like, that you don't see in nature, like visionary, forward thinking.

Yeah.

And then so like, if the color, depending on what you're trying to evoke, that ambiance, and then the images basically, like, you know, there's, a love story based in the war versus based in a bakery are two different things.

Yeah.

So if you layer those things like a cake, they're all complimentary. So you can sound rebellious and then use a really, like, condensed bold font that's, like, very clean, but, but give the vibes of, like, romance and then do pink. You know what I mean? And then for the scene. So, like, I have that three layer process of how you can create your, like, unique brand fingerprint.

Okay.

Where you can

be, you know, like, a traditional lover or dreamer, and then you can use more, like, hazy, glowy, imagery, and then purple color, and then, like, maybe a you know, like, the fonts that you use in fantasy that have, like, this and that's, like, literally your dreamer. You know? Like, you're creating this sort of fantastical world magical world. Yeah. So, like, think of the books that, like, you know, even the hunger games, they use, like, very bold or, like, the handmaid's tale, like, that tension red.

So, like, they're all used on that colored thing. So, like, when you go to, like, an event, you don't guess, like, this is a masquerade ball. Like, they're using certain, like, you know, decorations and interior to to vote a feeling. Or if you go to, like, a hospital, you're like or a spa, you know one feels warm and the other one feels a little bit cold because of the lighting. That's true.

All of the things. So, like, I basically deconstruct why you feel a certain way. And if you know your brand, like, what you're trying to evoke, then choosing the color, the font, and the images are so easy. But you can't do that. And then, like, for example so then we know your brand, your website, and then because you know those things, communicating it in your marketing becomes super clear.

And it's all about consistency because if you're scattered and, like, one post looks like magical, the other post looks like a rebel, the other post looks like this, it's like this person has a split personality. And, like, I don't know who this is.

You know? Feel like you're looking at my Instagram.

No. No. No. You you have a quite you have quite, like, clear.

Well, I I have to say most people who I've worked with have simply asked me what colors do you like? And I mean, I don't know what that means, you know, in the sense of like just choose your brand colors and I was just like, I I don't know. I was stuck honestly, like really stuck. Well, and I think one of them asked me like, what do you want it to, like, show other people and I was like, I don't know what that means. Yeah.

But I can I can understand it better now that you're talking like, the way that you're talking about it? But still so the author really does need to understand what they want the experience of their their author brand to evoke in somebody, like, that feeling.

So another analogy. Like, this is why I love design, and I'm not, like, an artist. So there's, like, a meme where it shows, like, an artist. They show, like, an artwork, and then a 100 people can look at that same artwork and see it differently

Okay.

Based on their experience. Design is if a 100 people are seeing the same thing and thinking it differently, it's a problem. So for example, like, the traffic light, if everyone interprets green differently, if everyone interprets red, you know, it's a problem. So design uses human psychology of the design patterns that we see on everyday life to evoke a certain emotion. That's why certain book covers and romance covers look a certain way because that's half of the selling to tell you, like, this is a book that you're attracted to.

Or, you know, like, it's just like you you know the bible from looking at it. Right? Like, you don't have to guess it. So it's basically the vibe before you have the word like, even reading the first word. So that's another way to see it.

There is a science to it. And first starting with the adjective of who you are, then I can pinpoint it.

Because if

you say, like, your color, I'm like, yeah. Like, for design, for, like, interior design, for, like

yeah, for my design. I don't know.

They're telling me so, like, what is the thing? It's more like, what's the purpose? And, like, maybe start with your genre. What genre? And if you have multiple genres, I can talk about that as well.

Yeah. So then I go into they're like, every author is like, oh, I write so many genres. I'm like, yes, but you have a unique perspective. I'm like, sure that everything about your books, there's a common theme. There's a theme.

Yep. Like, historical fiction or, like, a dystopian book. There's there's always a common theme. And, like, for one client was like, oh, yeah. She's like, mine is, like, obsessive love.

You know? And and then I like, there's, like, one with, like, vampires, and then there's another, like, nonfiction about, like, the permission to be obsessive and passionate love. Yeah. And I was like, there you go. Like, that's your brand.

That's your voice

that will

come to you regardless of what world you build. That's sort of the underlying theme of what drives you to write. Okay. And it's just packaged in different ways.

Because I feel like some sometimes authors I'm trying to think of all the websites I've seen and tried to build myself. Like, a lot of times, it's whatever book they've written is kind of like the blown up of their book cover.

I can

just see this and then it's like their book cover is smaller. And what you're saying is, like, not so much, like, only focus on that. It's giving, like, something that can be timeless. So no matter what book next book you have, you don't have to change the entire front at least the home page. Right?

Like

so I have your, like, your author brand and then your book page. And there's certain different things. So your author brand is basically, like, I have one client. She's like, I love, like, abandoned, like, places, like, abandoned castles and, like, that vibe. And we're like, that will be your author, like, site.

So we have this, like, abandoned, castle with, like, the vines on it, and And it's sort of just, like, a little bit with, like, that romance and that eeriness and mystery. But then her book page is immersed into, like, this fantasy, magical forest.

Oh.

And the way that we connect it all is through your typography. So your typography is your voice, but then when you immerse yourself to a different world, the images and the colors change, but you still have the same typography. So you're like, oh, we're still in the same universe.

Right.

This is, you know, that underlying thing, that that subtle thing, and that's how we connect it all.

That's really cool.

So yeah. So it's like there's a structure to the madness.

You know? I'm sure there is. There's a structure to our madness too. It's just it's two different worlds colliding for sure. What what do you think about with the, like, the rise of AI and things like that?

Do is it still gonna make websites relevant?

Yes. Yes. Absolutely. So with AI, like, there's so many people Well, like, how would you wanna use AI? Like, what's the that's the first question.

Because if you use

Most people use it like Google now, like, maybe.

Right. So that's amazing. Like, if it's helping you write copywriting, like, use it as a tool to amplify what you wanna do. So for example, I have another client, love her to death, but she's writing it like a novel, not website copy. So AI would be a perfect tool to being like, hey.

I'm gonna just word vomit the 10 paragraphs and turn this into a three word tagline.

Because nobody reads all of that on it. Yeah.

It nobody reads all that. And so and and then let the imagery do the talking. Right? Because it's like it's more script writing than than, like, novel writing. Right?

You have endless pages in novels. But in the script, maybe it's like a a voice, and you have to let the actor do the facial expressions. That's the same thing that I say put in the background, The word, like, maybe, you know, stories, let me like, stories are spells whispered in the dark, and then having, like, a, you know, a forest in the night with some, like, berries. Right there, you there's it's so layered, and your your brain is processing it so fast. You're like, oh, okay.

There's something there. Or,

another more like a trailer. Like, you don't really want any. Okay.

Exactly. Exactly.

So you could give more than would you give more or less than what you give on Amazon or just a completely sort of different Less. Feel?

Like, so for the book page, I my my approach is a little bit different. For for the for the home page, I always have, like, stories, passionate love stories or enemies to lovers stories or, let's see, stories spun by fate, stories celebrating everyday joy. Like, these are, like, taglines of it or gentle tales for children facing goodbye.

So, like So the author's taking their their overall theme and sort of making it into

the Exactly. Oh. And then, yeah, I'm just looking at some examples here. So then for the the book page, I do it a little bit different.

Okay.

I like to have a what if question. So immediately ask questions. So for example, like Alice McKay, she has, like, the keepers and the the question is, what if the god's greatest weapon was their own forgotten humanity?

That's a good question.

Yeah. You're like, okay. Like, tell me more. Like, it, like, it creates it it creates, like, another one. And then another one is, like, the if question.

Like, if you ever wanted to start over and were willing to risk everything, this is for you. So you already put them in the state of mind of, like, what the experience is gonna be when you read it and how you're gonna feel. That is, like, my biggest advice. Just and that's what you can do on Amazon. Right?

It goes book and then the synopsis and then, like, the reviews.

Yeah. Amazon's the the hospital, not the spa.

Exactly. Exactly. Like, that is that is what I'm trying to do here. Like, you're trying to create curiosity.

Okay. I think that's what they're trying to do with that a plus content, but quite frankly, you have to scroll down on Amazon even to get there, and people go there to buy. They are going there, they are looking at the book cover, looking at the star reviews, seeing something and choosing yes or no. Like, I might scroll down because I'm an author looking for comps. But when I'm in buying mode, it's just go buy, you know, do I, do I not, I don't know, whatever.

But I can see myself going on to if I have that feeling on somebody's website, most likely, they have a higher chance of selling me on that book.

A book funnel. Right? Like, for example, they're saying before they used to say it takes, like, five to seven times if you see something on Instagram or social media, you'll buy it. Now because of all the noise, it's more like 20 plus times. Yeah.

So, like, let's say, like, that's where it starts. Like, they first see you somewhere. And, hopefully, if you're doing a good job, there's it's it's enticing enough for to look at your website.

Mhmm.

And if they see it, they're like, wow. Like, it's a show stopper.

Yeah.

And then it reduces the chances. And then when they go to Amazon or any other book link, that's when they're already decided that they wanna buy it. That's, like, sort of the final often where they're like, let me get the social proof of, like, have other people reviewed this. And that's when they're just

I hadn't thought about that, but that's true. If they actually click the button from your website, they're almost they're almost a 100% there.

Yeah. And then people will probably jump back and go to Goodreads or go to Google and see if there's other reviews. But if you have it all curated on your site, like, you've done the hard work for them.

Right.

Like, you're like, I've done all the convincing. It's your pitch. So, like, when you're ready, you're like, oh, like, you've you've done the exact formula, and I have, like, how to structure your book page.

Okay.

Using that exact formula. Like, that what if question creates curiosity. You have five seconds to tell someone to, like, hook someone. If they don't scroll after that, you're done. After that, it's like then comps.

Like, if you like reading legends and Buffy the land, Buffy Buffy the I forget what's her name.

Vampire.

Vampire Slayer.

Vampire Slayer. Yeah.

Yeah. Like, those here are these comps. You'll like book. And then and then you go into, like, I like the characters. Here are the two characters, especially for

I like how you set up the characters, honestly.

Yeah. I'm like, here are the characters because, like like, I see myself in that. That's another reason why people are like, do I see myself in this? Because we all sort of do. And then you go into a little bit of the book, and then you say, like, why I wrote it.

And you see a little bit of that unique perspective, why I'm the only person who write it a certain way.

Yeah.

And or, like, why it's relevant for this time. You know, like, you pass

interesting way to put it.

Put it. And then, like, then you have the book reviews. If you have if you don't, it's fine because you already have so many convincing

points. Would put book reviews there? You would like

and you can if you have, like, good rate reviews that you wanna highlight, it doesn't hurt. Like, it definitely doesn't hurt. And if you're a new debut art like, debut, author, you don't have to. Like, you can say also what I do is, like, write the author's perspective as if someone was reviewing your book. You know what I mean?

Like, riveting. I mean, the reviews are not that, like, you know, the new Yeah. Well, they're not like, great. They're, like, page turner. They don't really give you much.

That's true.

They just feeds and say, like, the words that you want people and sort of manifest it. Yeah. And clearly say that it's, like, you know, my snapshot or my take. And and then it, like, just sort of makes you know, once you say it, you can't it, like, plants a seed, basically.

Well, it's kinda giving a little bit more than a trope. Right? It's giving them, like, a more of the vibe, I guess. So, like, is it a tear jerker? Is it page turning?

Is it you know, like, kind of these different things. And quite frankly, what people don't know is most of those blurbs, those people didn't read the book. So Yeah. And sometimes they get in trouble for being like, you thought that was good? And they're like, I don't know.

I just Yeah. Yeah. There's so much about the book world that people don't realize it's all marketing. But okay. That aside.

Yes. I agree.

So you when you're talking about, like, your formula, you you design websites, but then you like, you have two different ways that authors can work with you. You. So can you talk a little bit about those two different paths, I guess?

Well, there's it's like it all ends up to the same path. So, basically, I always say, like, what are the authors, like, what they come from, like, to me for. They're like, I have no idea what to put on my website and how to structure it. So I go into all the technical using all my UX experience, twenty plus years of how to sell a product, and I'm like, this is human psychology and how you sell your book and the things that you're gonna need. So I have all the fill in the blank copy prompts all there in a Squarespace template where you can, like, plug and play.

And then the other one is and then you basically change the font, the colors, and choose it. And then the other path is the custom where it's like me helping you do it, and I'll do and I'll choose the images and everything knowing psychology and, like, digging deep. Because sometimes when people will be like, okay. I like the moon. So put the moon background.

And I was like, think about a a scene in your book that's pivotal that, maybe it's like, you know, a pocket watch or something that you zoom in that is so symbolic. Or, for example, like Kelsey. This one was very cool. She's like, it's about Montana, and there's a symbolism about the pine cone. And I was like, okay.

What about the pine cone? And she's like, the pine cone only opens with really, really hot fire, and that's how it creates a seed and turns into a pine tree.

Yeah.

And she's like, sometimes you need that pressure to, like, bloom into something big. So then we just highlighted that and that symbol stuff. And then, like, if you read the book, it's like an Easter egg, and then you understand it.

So then

it's like, I help you, like, figure out how to package it.

Okay.

So it creates curiosity and makes you invested in this world, without revealing too much, but just enough. So when you read it, you're like, oh my gosh. I feel like part of it inserted because I

happened. I saw that. Yeah. Yeah. Yeah.

Yeah. Exactly. And then when you look at back at the website page, you're like, oh my gosh. Like, now I get everything. Like, I can see it.

Right. You see it for the second time.

Right. It would actually get them to go back to your

newsletter because then you have, like, deleted scenes or character you know, written character. You know what I mean? Like, you start getting a little more depth, or curiosities or, like, interview with this character or a letter found. You know what I mean? Like and that's how you build your email list in your journey and make it, like, an experience beyond the pages.

There's

a lot of cool things you can do with a website. Yeah. I think most authors that I know are just the it's just one of the it's like a stumbling block, honestly. It's like, oh, that sounds so cool. I don't know how to do that.

But so I mean WordPress is one of those things that I've had WordPress for way too long and I found it very complicated because I don't have your background. So it's been it's been a love hate relationship. So why do you why did you choose Squarespace? Is it easier?

A thousand percent. I even find

I should just move.

Yeah. I I honestly I I even find it difficult. So I first did a website, for, like, the new Viking, a friend of mine who did, like, a meditation teacher training ten years ago on Squarespace, like, you know, just helping each other out. And so easy. Now she still uses that website and has it she's managing it on her own.

So I because of that, I started using that with other clients because my passion this is selfish. My passion is building the brand and the website and, like, that world and then handing it over. Like, I don't wanna maintain it. I don't want, like, to host it. I don't want you to, like, keep calling me for, like, updates.

Like, that's not the fun part for me. So you can do it yourself.

Right.

Because once it's set up and then, like and then I teach you how to easily do it because then you have the structure.

Right. It's sort

of like when you outline the book and you have someone outline it. You don't need them to, like, spoon feed everything. You're like, oh, okay. I get I get how this works, and it's so easy. It's basically like a Google Doc.

As easy as editing as a Google Doc, really. Yeah. And it's in real time too. So it's, like, literally say publish. It's live.

Okay. That's that easy. And then you're like, edit Google Doc. Like, it's that easy. So that's why I use it for simplicity, and it's like, if you're not having fun with your website, it will show.

Yeah. And you you know what I mean? Like and this is a way for you to, like, see it in a different way. And then when you're like, oh, I have another idea for a book section that might too didn't have. Like, maybe I wanna add a playlist of what this book like, what my character listens to.

Mhmm. And then

you can just add a section. Literally, it's like plus section, and that's it. It's that simple.

You're selling

that. You You

should work for Squarespace.

I know. And I'm not it's I'm like, I'm not, you know, an ambassador of Squarespace, but that's why I use it because, again, I'm a designer. My whole job was about making apps easy to use.

Right.

So, like, I use the easy even Wix. Like, I had a client on Wix, hated it. And I was like, I can't help here. I was like, I I don't I don't think I could do this. Because it was, like, so funny.

And I work in tech. I've worked in tech for twelve years, but that's why I have less tolerance when it's bad.

True. True.

Because I know it could be better. And then I, like, take it personally. I'm like, where's the UX team here? And, like, I give them feedback, and I'm like, this is unacceptable. Thanks to these other designers.

Well and I don't think it's selfish of you to to hand it over. I think when you empower people to do stuff, you're actually helping people not have to pay someone every single time they want to, like, oh, I switched. You know, I wanna do this for my mailing list or I want two different mail or, like, whatever. Add to playlist. Whatever that is, if it's easy and it you don't feel, like, so overwhelmed doing it, you can just get a task off of your list.

That's amazing. And it costs you nothing but time, like, that's okay. Yeah. Yeah. We people can sell so much to authors because there's so much that is needed.

And a lot of times, you just don't know how to do, you know. So, like, sometimes it makes me mad when I see author, like, offers being you know, services being offered to authors where I'm like, that's easy if you just learn. I know. I know. So I think it's actually not selfish of you to teach us that.

Yeah. And if you build it once right, like, I have, like, so many other clients seven years ago still on Squarespace managing on their own. Right. So, like, I didn't save. I felt not felt confident.

Right. Like, every single client of mine, like, has been maybe has emailed me once or twice in the beginning being like, hey. I, like, messed up the formatting here, like, small things. And then, like, I send them a loom, show them how they and, like, they haven't really reached out again. Because I'm normally like, I'm a friend.

Like, you can reach out to me. Like, I'm not gonna be Right. Alone on this. Because I was like, it's also my portfolio. Like, I wanted to

work. Absolutely.

And, like, maybe one or two times, they'll reach out if there's something completely. But out of the 20 so far and plus the other old clients, they're on their own. And they're, like, they love it. They're enjoying it because they get the gist of it.

And really, like, we'll put the link in the show notes to your portfolio page. They feel really timeless in the sense of, like like, Coca Cola is never gonna change, you know, like people know what it is. That would be crazy of them to change their brand either like Nike. So once you understand your author brand, whereas, like, there have been times throughout I think I've changed my logo like five times just because I'd like, it was never good. It was, you know, it was like, okay.

Yeah. Yeah. Like, it doesn't it I mean, and sometimes we make a website where, like, it goes out of style. I don't know what it is. Again, I don't know why.

But it's like, no. That doesn't work anymore. But if you have a timeless one, all you have to do really is add another book page with each book.

That's it. And, like, it's sort of, like, fashion. You have, like, the classic piece and the you can have some of, like, you know, the trendy stuff, but, like, your core should be your classic pieces, and then, you know, it can just you can have some of your flare. And when it's uniquely you, it'll never go out of style. You know what I mean?

Like Yeah. It doesn't matter if trends go come and go. Like, your style is you, and that's when you feel most confident. Like, when you walk into the room, like, I love this look because I love it.

Right.

Like, glowing. And that's, like, that's how I build the the author website because it's like, if it's not a hell yes, it's a hell no. That you know? And that's still the same thing. Like, if you're not like, oh my god, and your eyes light up, you're like, it's not your brand yet.

Right. Right. You just have to keep digging. So before we go, how does that then market, like, go into marketing? Like, you have your website, you have that, we still and of course, we've already talked about, like, algorithms can change, but we're still on social media at the moment.

So, like, how it more than, like, is it just the confidence that you know or, like, is it more than that?

So, like, let's say, do you have, have, like, the three core assets, like the image, the typography, and the color. And then I also, like you can have that in Canva, like, the in the templated post that matches your website. So, like, because you did all work of how you're gonna communicate it and how you're gonna talk about it, you already can repurpose all of that content into social media posts. Oh, okay. Basically your script, and you're basically just repetition.

Like, great speech writers, they repeat over and over. Like, when you see ads, they're repeating the same thing, the same jingle. It's about repetition and saying the same thing. You will get bored of your content before anyone else will get bored of it.

Yeah. That's that's the problem. Yeah.

But if you're like, wow. I like how I say it because this is Right. Keeps reminding me why I wrote this book, why I added this detail, why I'm talking about it in a certain time period.

Okay.

You keep reliving your passion, and then that passion amplifies. Like, you know, when someone's, like, talks about something that's scripted that doesn't feel authentic versus a thing that you're you know, you see a museum or, like, a cool book or, like, amazing show, for example. You're like, you have to watch this. It has this mess. And you start sharing it with everyone because you're like, I'm so obsessed with this, or I love this

Right. You

know, store that I just found. You wanna share it. So that's that's the vibe. If that doesn't feel it, then you like, most likely, whatever you're sharing on social media Yeah.

There's no You people feel it. We just feel stuff, right, as humans.

Yeah. Yeah. Like, by a mile away, if you, like, know someone's selling you or if they're, like, doing this because they're, like, oh, they told me to post more. No. Post once a month or once a month, but, like, make it, like, like

Yeah. And I can see how everyone talks about authenticity on Instagram. Like, you have to be more authentic, especially now with AI videos or whatever. But if you, like, if you know your brand already, you are being authentic. Right?

Whereas, like, the discomfort comes a lot, like, with my experience was, like, just choose a color and you're like, I don't know. Yeah. There's not really a connection there, I guess.

Yeah. And it builds confidence. Like, basically, the website, how I built it, it's all opening liners. So, like, that's how you can repurpose, then you can ramble. But, like, these are all.

You know what I mean? Like, how do I about my characters? Oh, this is how I did it because I already wrote it. And this is how I say it, and then they can ask more, and then I can ramble and sort of nerd out on it. Yeah.

That's great. But, like, but, like, your opening liner, you know, like, at a dinner party or at network party, you're not gonna be, like, the most intimate detail first thing.

Right. You have

your icebreaker, and basically all of everything that's on this website are icebreakers, like, you can repurpose and then Okay. Nerd out on.

Okay. I like that. I love how that flows. Yeah. It flows in, like, so many directions.

You get people onto your newsletter, on to buy your book, and then it gives it's, like, so much relief from having to think of social media.

Yes. And, also, it's like a lot of marketers are not marketers. So it's like I you're like it's sort of like an entrepreneur. Like, you have to be the marketer. You have to be the cover design.

Like, you have to be so many hats.

Yeah.

It's like this is just one thing and being like, this is the formula. Once you know how to do it, you're like, oh, it it everything is obvious in retrospective. Right? You have twenty twenty vision. When you see it, you can't unsee it.

You're like, oh, this makes sense. Right. So simple.

And, I mean, and the thing is the big brands do this. So, like They

all do this. These are secrets from Disney, from Nike. They're all using this format. I'm just repurposing it for authors.

Yes. Exactly. The authors going like, I don't want a template. Like, yes. You do.

Yeah. You're like, why did I buy a mop at two in the morning? Exactly. This is why.

This is why. That is so true. Oh my gosh. That's that's your little tagline, and you're like, I can help you. I can tell you why you bought him off at 3AM.

I think I did that a few days ago. I'm just don't get it. It's true. Like, I know that we sort of cringe at the word template, but it is okay that some that we've cracked the code or that you're helping us crack the code because really it's almost when I so I'm I married a Spaniard. You're Spanish.

Like, when I thought as a Wisconsin girl, like, everyone who makes really great fresh Mediterranean food, it must be really hard. And then I watched my mother-in-law make gazpacho for the first time and I was like, that's not hard. So I must be missing something and then you drink it and you're like, no. This is amazing. So I think in our heads, we've made it so hard that we then, like, cringe at template, but that is what everyone else is doing and that is why they're convincing us to buy the pants.

Yeah. I love love how you said that. Like, let's stop calling it a template. Let's call it a recipe.

Yeah. There you go.

You can use, you know, like, your family recipe, but then you can add your flare. You'd be like, you know what? I'm gonna add instead of sugar, I'm gonna add apple. And, like, that it's just a starting point to, like, unlock and unleash your full potential.

Yes. I love that. Okay. So cool. So where can people find you and look into, like, at your portfolio and look into working with you?

Yeah. So, like, first of all, like, you can find me on Instagram. And so I actually just finished doing a, like, a year's worth of content, and it's basically bite sized mini course on how to choose color, how to choose fonts based on, like, the mood and your archetype. And then also, like, website tips, like, a daily things, like, things that you can simply do today. Okay.

So, like, that's something just for, like, daily inspiration, and also, like, the best seller mindset to, like, like, manifest this, like, you're in it, like, before you feel anything. And then you can find me on my website. Basically, first thing, look at the websites of all of the author examples. To be inspired, I have it by genre, and they're growing. So that is is amazing.

And I'm also on Reedsy, like, for custom designs. Okay. But first, like, look at the content, feel it yourself, and I'm here for questions and everything. Like, DM me if you have a specific question. I'm always more than happy to, like, nerd out on this.

Yeah. Because I

have a

lot to say and a lot of different,

but We can we can feel your passion for it. I love it. I love it because we this is what you know, we need collaboration in this. Right? Like Yeah.

We'll write the books for you and you can help us design the websites. This is how we do it. Like, I did see a post from you the other day on Instagram and we'll have the links in the show notes. It was so cool you were going over, like, somebody's website just sort of in in real it was really cool. So yeah.

The there's a lot of ways to see the visuals to what you have just told us, for everyone. So we will put those, links in the show notes. But thank you so much, Mandy, for coming on and talking to us about websites. I I agree with you. It's something that we need.

We're just trying to convince everyone that it it doesn't have to be hard, right?

Yeah, exactly. It could be actually fun. So if you know,

exactly, exactly. Well, thank you so much.

Thank you for having me.