Case Study: What One Author Website Does Right … and Wrong

SuperwomanSmarts -- an author websiteI stumbled upon a press release this morning about an author website that was just re-launched: www.superwomansmarts.com/.

There are a bunch of things about this site that I like … and a lot of elements that I didn’t have quite as good a reaction to.

Now, I don’t claim to be the final word on this. Some people may disagree with my opinions. But here’s my assessment of what this site does right — and what it does wrong — based on my experience building websites for authors.

What This Author Website Does Right

Design
Whomever designed this site is good. The site was clearly built in WordPress, but with enough customization to really stand out and look different and unique. The site is also mobile-friendly, a huge plus in 2016.

Message clarity
The bulleted list of what Superwoman Smarts has to offer, along with a “welcome” message, is crucial. It allows people to clearly get their bearings when they arrive. Thankfully, this isn’t one of those sites that plops you into the latest blog entry and leaves you trying to figure out what it’s all about.

Video, video, video
Having video on your site is crucial. This site has it front and center as a way for people to understand what the site is about.

Offering benefits for signing up
I have a lot of authors ask me what the secret is to collecting email addresses. The answer? A reason for someone to give you their email address. This site nicely tells people exactly what they’ll get for signing up — from access to podcasts and webinars to private discussion groups that let you connect with other members.

What This Author Website Does Wrong

Now we get to the good stuff, right? Well, here goes…

Serious branding and URL confusion
So you come to SuperwomanSmarts.com, and you think you’re on the site’s homepage. Well, you’re not. And that’s a problem. You see, the main URL for the site is AundreaYWilcox.com. SuperwomanSmarts.com is not its own site — it’s a subsection of Aundrea’s site, and the URL simply directs you to that subpage. Plus, no matter where you click around on the site, the URL is still SuperwomanSmarts.com. And that leads to a whole bunch of confusion. For example:

  • You might wonder, as I initially did, why the header of the site says Aundrea Y. Wilcox if the site name is Superwoman Smarts.
  • Here’s a question: What happens if you click around the site (as I did) and then attempt to go back to the “homepage”? You would click on “home,” right? And then you’d be on Aundrea’s homepage, even though it still says you’re on SuperwomanSmarts.com. Incredibly confusing!
  • There’s clearly some brand confusion here. What is it that we’re supposed to be buying into? SuperwomanSmarts? Or the speaker Aundrea Y. Wilcox? Personally, I think that if Superwoman Smarts is its own brand, then it needs its own site. Period.

Unexpected music
This is just my personal pet peeve, but I can’t stand when you come to a site and it starts blaring music at you. If you accidentally left your sound on and, say, are at work or have a sleeping baby next to you, that’s experience is sure to make you start whispering obscenities at the site. And then leave!

Heavy promotion
Unlike many author websites, this one actually aims not to sell just books, but also retail wear, like t-shirts and the like. And while, if successful, that’s a great idea, I wonder if there’s a little too much pushing of products when you arrive here. After all, the first thing the site needs to do is sell you on the ideas behind it, and once you’re deep enough, it can start encouraging you to spend money on products. Instead, it feels a bit like there’s a huge ad right on the homepage.

Still to Be Determined

Requiring payment
This is honestly one of the boldest things I’ve ever seen done on an author website. Aundrea and Superwoman Smarts (still not clear on which one it is) wants you to “upgrade” and pay for full membership to the site. Here’s the description of what you get with a full membership:

“… upgrade to a VIP Member for $17/month—the cost of a movie ticket and popcorn (and a bottled water if you’re lucky)—and gain expanded access to member detail pages with direct contact information and special offers (and a PREMIUM listing for yourself), live webinars, podcasts, video trainings, the mentoring program, and more exclusive content! If you have the time and the drive to do more with what you have—no matter how little you think you have—these deliverables will help you finally execute on your vision.”

In other words, Superwoman Smarts is offering women the chance to connect with other female professionals, promote their own services, and receive special offers, trainings and professional mentorship if you pay a monthly fee. That’s a tall ask. Personally, I would love to see how many people have already signed up for this. My hunch is that it’s probably not many. But this is something to keep an eye on … because any new way for authors to make money is worth watching.

 

Do you have a site you’d like me to do this type of assessment of? Submit your URL in the comments box below and I’ll be happy to offer my two cents.

Leave a Reply

Your email address will not be published. Required fields are marked *