Building Your Author Presence Before You Launch
Why you shouldn’t wait until the book is done to set up your author website, social handles, and reader bio.
When I was drafting my first book, I had a mental checklist of things to do after the manuscript was finished. Edit the book. Format it. Design the cover. Set up the website. Claim social handles. Write the bio. Maybe start a newsletter.The problem? I didn’t realize how many of those things would take longer than expected or how important they were to the success of the launch.
If you wait until your book is done to start building your author presence, you're already behind. Not just on timelines, but on trust. Readers, reviewers, and retailers need to know who you are before they care about what you wrote.
Let’s walk through the essential parts of your author presence and why you shouldn’t put them off.
Your Website Is Not Just a Vanity Project
Your author website is your digital home base. Even if you don’t plan to blog regularly, it gives you:
A place to direct readers, media, and event organizers
A professional look that helps establish credibility
Control over your content, links, and email list
You don’t need a custom design or a bunch of fancy features. Start with something clean and simple:
Your name (or pen name) as the domain
A short bio and professional-looking headshot
A book page with a “coming soon” or draft cover
A way for people to join your mailing list or follow you
Pro tip: Buy your domain early. Even if you are not ready to build, owning your name gives you options.
Claim Your Social Handles Early
Even if you are not planning to post right away, claim your author name on major platforms like Instagram, Facebook, TikTok, Threads, and Bluesky. You don’t have to be everywhere. But you should be somewhere.
Start with:
A consistent handle across platforms
A short bio that says what you're working on
A link to your site or mailing list
A pinned post so your page does not look abandoned
This is about discoverability. Make it easy for future readers to find you and connect.
Write a Bio for Readers, Not for You
Writing your own bio is awkward. Most new authors either overthink it or ignore it altogether. But here’s the truth:
Your bio isn’t about you. It’s about helping a reader decide if they want to follow your journey.
Keep it short, clear, and a little personal. Mention:
What kind of books you write
One or two details that feel human
Where readers can follow your work
Example: Michaela Wirtz helps new indie authors figure out the parts of publishing no one talks about. Her blog covers the real-world tools, timelines, and tips that don’t come up in writing groups. She lives in the Midwest, writes at odd hours, and believes coffee counts as a writing ritual. Check out her latest guides at michaelawirtz.com/blog.
Don’t Wait to Start an Email List
Your email list is one of the few tools you own. Social platforms change. Algorithms hide posts. Retailers bury books. But if someone joins your list, you can reach them directly.
Start small:
A simple welcome email
A reader magnet if you have one (even just a sample chapter)
Monthly updates or behind-the-scenes notes
Use a tool like Kit.com, MailerLite, or Kit to manage your list. You don’t need a full campaign—just a place to start collecting readers who are interested in your work.
You Don’t Need to Be Loud. Just Be Present
You don’t have to post daily. You don’t need everything to be perfect. But you do need to show up. Readers want to connect with authors who feel real. That does not mean sharing every detail of your life. It means having a visible, steady presence before you ask for support.
Start building now so you are not scrambling later.
