10 Mistakes Authors Make When Building Their Online Presence (And How to Fix Them)

Let’s cut to the chase: if you’re an author in 2025 and you don’t have a solid online presence, you’re doing it wrong.

Boom. There, I said it. ??

Your online presence is more than just a few social media posts and a static author website. It’s the foundation of your author brand, your way to reach readers, and the gateway to turning casual visitors into loyal, book-buying fans.

Yet, many authors are making rookie mistakes that hurt their visibility, credibility, and—most importantly—sales.

But fear not, I’m here to walk you through the 10 biggest mistakes authors make when building their online presence and, better yet, how to fix them.

1. Neglecting a Professional Website (Your Author HQ)

Mistake: Many authors treat their website as an afterthought, either not having one at all or slapping together something that looks like it came straight from the early 2000s. ??

Why It’s a Problem: Your author website is the centerpiece of your online presence. It’s the one place where you have total control over your brand, your content, and how you present yourself to the world.

Without it, or with a subpar site, you’re missing out on building trust with your readers. It’s like showing up to a job interview in sweatpants—no one’s going to take you seriously.

Fix It: Invest in a professional website. It doesn’t need to be super fancy, but it does need to be clean, functional, and up-to-date. Make sure it includes essential pages like an engaging homepage, about page, book page, and contact form.

Example: Check out bestselling author Brandon Sanderson’s website—it’s sleek, user-friendly, and perfectly reflects his fantasy brand. From easy book purchasing options to a detailed FAQ section, it’s the perfect example of an author website done right.

Need help building a website? I’m here to help.

2. Ignoring SEO (No One Can Find You)

Mistake: Authors often ignore the power of Search Engine Optimization (SEO), assuming that people will just “find them” on the internet. Spoiler alert: they won’t.

Why It’s a Problem: If your website doesn’t show up on Google, it’s almost like it doesn’t exist. Without SEO, readers looking for books like yours won’t find you. Worse, your competition will show up instead, stealing your potential fans.

Fix It: Start with keyword research. For example, if you’re a fantasy author, optimize your site for keywords like “best fantasy books 2025,” “epic fantasy novels,” or even “new fantasy releases.” Use these keywords naturally in your website copy, blog posts, and even your book descriptions. And don’t forget meta descriptions and alt text for images!

Example: If someone searches for “top sci-fi authors,” don’t you want your name to pop up? That’s what SEO does.

3. Focusing on Follower Counts Instead of Engagement

Mistake: Many authors obsess over how many followers they have on Instagram or Twitter, thinking that a high number equates to success. But here’s the truth—followers don’t equal readers.

Why It’s a Problem: You could have 50,000 followers and still not sell a single book if none of those followers are actually engaged. The goal isn’t to get more followers, but to build a community of people who actually care about your work.

Fix It: Instead of chasing numbers, focus on engaging with your current audience. Respond to comments, ask your followers questions, and create interactive content that invites conversation. Host live Q&As or offer sneak peeks at your work. The more you engage, the more likely your followers are to become loyal readers.

Pro Tip: Follow the 80/20 rule—80% of your content should be about engagement and value (behind-the-scenes, book recs, writing tips), and 20% can be about promoting your books.

4. Underestimating the Power of Email Newsletters

Mistake: Thinking that email is outdated and focusing all your efforts on social media.

Why It’s a Problem: While social media platforms are important, you don’t own them. Algorithms change, and platforms come and go (*cough* Vine cough). Your email list, on the other hand, is yours. It’s a direct line to your readers, and the ROI on email marketing is still one of the highest out there.

Fix It: Build an email list ASAP. Use lead magnets like offering a free short story, exclusive chapters, or even a downloadable writing guide in exchange for email signups. Make your newsletters fun, personal, and valuable to keep subscribers opening your emails.

Example: Author John Green uses his email newsletter to connect with readers in a personal, often humorous way, sharing behind-the-scenes glimpses into his life and work. It’s become a key tool in nurturing his fanbase.

5. Not Having a Clear Author Brand

Mistake: Being all over the place in terms of messaging and visuals. One day, you’re posting about your fantasy novel, the next, it’s a random meme. Readers have no idea what your brand is.

Why It’s a Problem: If readers can’t figure out what your brand is, they’re less likely to follow and engage. Worse, they may not remember you when it’s time to buy a new book. Your author brand needs to be consistent and recognizable across all platforms—website, social media, newsletters, and even book covers.

Fix It: Define your author brand. Think of three words that describe your books and your personality as a writer. Are you whimsical? Dark? Thought-provoking? Use those words to guide your visuals, tone, and content across all platforms.

Example: Stephen King has mastered his brand—he’s the king of horror, and you know it as soon as you see his site, social media, or even his book covers. Everything screams “spooky.”

6. Being Inconsistent with Social Media

Mistake: Posting ten times one week and then disappearing for three months. ????

Why It’s a Problem: Social media is about consistency. If you’re not posting regularly, you’ll fade from your followers’ minds. Algorithms also favor consistent content, meaning your posts are more likely to show up in people’s feeds if you’re active.

Fix It: Create a content calendar and stick to it. You don’t need to post every day, but aim for at least 2-3 posts per week. Use scheduling tools like Hootsuite or Buffer to plan your posts ahead of time so you’re not scrambling to create content at the last minute.

7. Not Leveraging the Power of Video Content

Mistake: Thinking that video content is only for influencers or people who love TikTok dances. ????

Why It’s a Problem: Video is the fastest-growing content type across social media platforms. Whether it’s TikTok, Instagram Reels, or YouTube, video content gets more engagement than static images or text. If you’re not using video, you’re missing out on a massive opportunity to connect with readers.

Fix It: Start small. You don’t need a fancy setup—your smartphone will do the trick. Share short videos of your writing process, book recommendations, or even behind-the-scenes clips of your daily life as an author. Don’t be afraid to have fun with it!

8. Forgetting to Engage with Other Authors

Mistake: Trying to build your online presence solo, without connecting with other authors in your genre.

Why It’s a Problem: Collaboration is key in the writing community. By engaging with other authors—commenting on their posts, sharing their work, or even collaborating on projects—you can tap into each other’s audiences and build a supportive network.

Fix It: Start following and interacting with other authors in your genre. Join writing communities on platforms like Twitter, Facebook, and Instagram. Participate in joint giveaways, co-host live events, or even offer to review each other’s books.

9. Not Prioritizing Reviews and Testimonials

Mistake: Authors often forget to feature reader reviews and testimonials on their website and social media.

Why It’s a Problem: Social proof matters. Readers trust other readers. If you’re not showcasing reviews, you’re missing an easy way to build trust and credibility with potential buyers.

Fix It: Feature positive reviews prominently on your website’s homepage and book pages. Share glowing reviews on social media, too. Better yet, ask readers to leave reviews—don’t be afraid to politely remind your newsletter subscribers or social media followers to share their thoughts!

10. Forgetting a Clear Call-to-Action (CTA)

Mistake: Leaving visitors or followers without a clear next step after engaging with your content.

Why It’s a Problem: Whether it’s on your website, in a blog post, or on social media, if you don’t tell people what you want them to do, they won’t do it. If you’ve hooked someone with your content, make sure you

’re guiding them toward buying your book, signing up for your newsletter, or following you on social media.

Fix It: Every piece of content should have a clear CTA. Want them to buy your book? Tell them! Want them to follow you on Instagram? Make it easy with a clickable link. Be clear, direct, and make it simple for them to take the next step.

Pro Tip: Place a CTA at the end of each blog post and on key pages of your website.

Conclusion: Build an Online Presence That Works for You

Building your online presence as an author doesn’t have to be overwhelming. By avoiding these common mistakes and focusing on engagement, consistency, and visibility, you’ll not only connect with more readers but also sell more books.

Ready to take your author platform to the next level? Whether you need a professional author website or a strategic social media plan, I’m here to help. Let’s create an online presence that turns followers into lifelong readers.

Connect with me on LinkedIn: [Click here] to get started!