Do Writers Really Need a Website? Branding, SEO & Sustainable Marketing with Elina Haverinen
This was previously published on my Substack.
The Quiet Marketing Powerhouse
Do you know what most authors have in common across any genre? We all have to do some type of marketing for ourselves. For most of us, the “M” word is kryptonite — it makes us cringe, cry, and go into full on panic mode.
With my upcoming release, What the Chrysalis Keeps, I find myself back in the thick of marketing hell. It’s right up there with writing a blurb or a short author bio. All of it is hard. All of it is necessary.
Surely, there is something that authors use to market quietly, right? Something that is present at all times and can flex on your behalf, even while you sleep?
The answer is yes. Your website.
I built a website for myself before the launch of Deep in the Woods on Weebly with the basics: homepage, about, contact, and books. This time around, I wanted to make a change to my website, make it work harder for me, and help with my overall marketing strategy.
I sat down with Elina Haverinen, website designer and brand creative, to talk about marketing, the importance of a website, and things we can leverage to make them sing to the Google gods. She also helped break down branding, SEO (Search Engine Optimization) and how to include them in your overall brand. By the end of the interview, I had a clearer vision about why websites and branding are vital to our success.As Elina so beautifully articulated it:
“Websites are homes that need care over time.”
Marketing Isn’t Becoming Someone Else
At first, I thought marketing was ONLY about social media. The truth is, marketing is many things put together to help put your product in front of the end user. This can range from clear SEO descriptions, keywords used across all platforms, and a consistent “self” across all of it.
“If marketing yourself feels awkward, it’s because it’s new — not because you’re doing it wrong.”
Elina’s Pro-Tip:
Don’t hide your work behind cleverness.
When it comes to building your website: be clear. Who are you? What value are you providing your reader? How can we find you and your work? That’s it, plain and simple. You can use this same strategy across any platform you use to talk about your work.
Bonus: Whatever keywords you use on your website, be sure to echo those across your socials and your blurbs.
Your Website Is a Home, Not a Performance
Every once in a while, I see an author ask if social media is enough. Social media is NOT enough and it can be shut down without even a warning. Elina says it best:
“Social platforms are rented space.”
Your website is YOURS. And unless you neglect your domain host and provider bills, it stays with you forever. It’s important that every author have one, especially if you plan to publish books. But don’t think of it as you would your social media; think of it as a your house where everything has its place. Make sure you have the basics: homepage, book info, about page, and a contact form.
Elina’s Pro-Tip:
Don’t endlessly tweak instead of publishing.
This was my favorite tip of Elina’s. As I stared down the H1 headers and SEO descriptions, I became my own worst enemy. I spent months trying to fix pictures and descriptions before publishing.
Her advice? Start small. You can always tweak as you go. (and you will)
Branding Is the Line Running Through Everything
Branding was a complete mystery to me, and yes, I did think it was only my logo. Branding is everything about YOU.
What story are you trying to tell? Do you want your readers to be immersed into your world? How can you accomplish that? Those are the questions I asked myself as I redid my website and started considering what to publish in my newsletters and on social media.
“A brand isn’t a logo or a color palette. It’s the collective perception of a person.”
Elina’s Pro-Tip:
Let it evolve.
Elina helped give me clarity around branding. You CAN and SHOULD change overtime. If your website is your house, you will need to redecorate as you grow out of it. Get creative! (but be clear in your message)
The End Result (sort of)
Elina helped me take the mystery out of websites, branding and SEO. She also helped me to see that building a website can be fun. It’s my place to invite my readers into my immersive “house,” where they can have a unique view into the world I am building.
The best part of all of this? It’s not static. I am working with who am I today. If that changes, so to can my website, my branding, and even the beloved SEO descriptions.
The takeaways?
Change is good and necessary.
Lean into your natural ability.
Don’t be afraid to experiment and make mistakes.
That’s all part of the journey, and an incredible journey it will be.
About Elina:
Elina Haverinen is a writer and designer who works with creatives and small, thoughtful businesses. In her studio, she builds brands, websites, and marketing expressions that remember what they're made from – speaking in their own voice, from spirit to structure, from message to form.
She lives and works between her boreal forest farm and Finland’s southwest coast, and her work sits at the meeting point of craft, story, and presence.
Elina writes about creativity, identity, and the art of being human in her newsletter and Substack publication All That You Are.
You can find her at elinah.studio and on Substack at allthatyouare.substack.com.
