Why WordPress Is the Best Website Builder for Indie Authors
We’ve already established that for indie authors venturing into self-publishing, having a professional website is a pivotal step. Your website serves as your online business card, your storefront, and your platform for direct communication with readers. Its space you own, and once you have it established all your marketing efforts should point to it. In the spirit of planning-to-succeed as we talked about way back in the basics section, your author website is not something you want to cut corners on.
When I first started researching websites and making decisions on which way to go, WordPress quickly rose to the top of the list.
Why? Because I absolutely hate doing things twice.
Other authors might advise you to start out slow and build a one-page website first, then step that up to broader site with more features, only to then ratchet it up further to include a full-blown website with everything needed to market and sell books directly. That might be okay if you are approaching this as a learning experience, but to me it’s a lot of unnecessary repetition. There are learning curves involved with every one of those steps, so I had to ask:
Why not start learning with a service that can take you all the way there?
WordPress is that service. Among the myriad of website builders available, WordPress stands out as a versatile and powerful platform tailored to meet the unique needs of authors. Whether you're promoting your first novel or managing an extensive backlist, WordPress offers tools that help you shape your author brand, connect with readers, and sell your books—all from one place. You’re not starting with one service knowing you’ll have to leave it at a later date when it’s time to level up, you’re starting with a service that will grow with your business as needed for years to come.
This article explores the essential features and benefits of WordPress, diving deep into how indie authors can leverage them to elevate their professional presence.
The Evolution of WordPress
WordPress began its journey on May 27, 2003, when Matt Mullenweg and Mike Little introduced it as a user-friendly blogging platform. Over time, it transformed into a comprehensive content management system (CMS)—a software application used to create, manage, and modify digital content without the need for extensive technical knowledge.
Today, WordPress powers 43.4% of all websites globally. Its open-source nature, meaning its code is freely available and modifiable, allows developers worldwide to contribute to its development. This has resulted in a thriving ecosystem of themes, plugins, and tools.
For indie authors, this means access to a world of possibilities—from launching a simple blog to hosting a full-featured e-commerce site—without being confined by proprietary limitations.
WordPress.com vs. WordPress.org
Before diving into the features and customizations of WordPress, it’s important to understand the two distinct versions: WordPress.com and WordPress.org.
WordPress.com
WordPress.com is a hosted version of WordPress managed by Automattic, the company founded by WordPress co-creator Matt Mullenweg. It offers various pricing tiers, including a free plan with limited functionality and paid upgrades for custom domains, themes, and plugin access. While it’s convenient and beginner-friendly, it lacks the freedom to install third-party plugins or customize code—unless you opt for the highest-tier Business or Commerce plans. This makes it more restrictive and less ideal for indie authors looking to fully control their online presence.
WordPress.org
WordPress.org is the self-hosted version, where you download the free software and install it on a web hosting provider of your choice. This version offers full flexibility (and I do mean FULL): you can install any theme or plugin, customize every line of code, and fully control your site's data and functionality. For indie authors, WordPress.org is the superior choice. It allows you to integrate powerful e-commerce tools like WooCommerce, track marketing performance, run mailing list campaigns, and present a truly branded, professional author platform. Though it has a steeper learning curve, the creative and financial independence it provides makes it well worth the effort.
Why WordPress is Ideal for Indie Authors
Flexibility and Customization
WordPress’s modular structure allows you to customize nearly every aspect of your website. Themes define your site’s appearance, while plugins add features and interactivity. For indie authors, this means the ability to:
- Match your website design with the tone and genre of your writing
- Add features like book carousels, contact forms, social media feeds, and more
- Control every visual and functional aspect of your site
This flexibility ensures your site aligns with your author brand, whether you're presenting a whimsical fantasy world or a gritty thriller series.
Cost-Effective Solutions
WordPress itself is free, and many high-quality themes and plugins are available at no cost. Basic costs include:
- Hosting ($5–$15/month): Where your site’s data lives
- Domain Name (~$10/year): Your unique web address (e.g., www.yournameauthor.com)
- Optional Premium Tools: For enhanced features and design control
This makes WordPress an affordable and scalable option. You can start with the basics and expand your site’s capabilities as your author business grows.
SEO-Friendly
Search Engine Optimization (SEO) refers to techniques that help your website rank higher in search engine results. WordPress excels in SEO thanks to:
- Clean, crawlable code
- SEO plugins (e.g., Yoast SEO, Rank Math)
- Customizable metadata, including titles, descriptions, and URLs
For authors, higher search rankings mean more visibility, which leads to more traffic and potential book sales. For example, optimizing a blog post titled “Best Time Travel Books for Teens” can draw readers searching for new reads.
Integration with Author Tools
WordPress integrates seamlessly with key author tools such as:
- BookFunnel: Distributes ARCs or reader magnets
- Prolific Works, Mailchimp, and ConvertKit: For reader outreach and engagement
Embedding widgets or linking dashboards ensures your site remains the hub of your author platform. This functionality helps you track trends, analyze results, and share performance milestones with fans.
Themes and Page Builders
Choosing the Right Theme
Your WordPress theme dictates how your website looks and feels. Author-focused themes prioritize:
- Readability
- Mobile responsiveness
- Visual hierarchy to showcase books
Popular choices include:
- Astra: Lightweight and highly customizable
- OceanWP: Great for complex layouts and WooCommerce integration
- Author Pro by StudioPress: Specifically designed for authors
Each offers pre-made templates to get you started quickly. You can personalize headers, colors, typography, and widgets to match your branding.
Utilizing Page Builders
Page builders are plugins that enable drag-and-drop design without writing code. Leading options:
- Elementor: Intuitive interface, flexible widgets
- Divi: Includes hundreds of layout packs and advanced customization
With these tools, you can easily design:
- Homepages: Highlight your latest book or series
- Landing Pages: Focus attention on book launches or newsletter signups
- About Pages: Share your author journey and bio
Page builders make it simple to bring your vision to life, and while no technical background needed, there is a learning curve. It will take you longer to build a website than you would using a drag and drop service like Wix, but once you have mastered the ins and outs you will be set for anything you wish to add now and in the future.
Essential Plugins for Authors
Plugins are powerful add-ons that extend the functionality of WordPress websites, allowing users—especially indie authors—to customize their sites without needing advanced coding skills. These tools are primarily found in the WordPress Plugin Directory, which is accessible directly through the dashboard of any self-hosted WordPress.org site under the “Plugins” tab. Authors can search for plugins by name, keyword, or category to find features such as email signup forms, SEO optimization, online stores, contact forms, review boxes, or social media integration.
Many plugins are free, (almost ALL of the features on my own website are done with free plugins) but premium versions are often available for a one-time fee or annual subscription, offering advanced features and dedicated support. You can find WordPress plugins at CodeCanyon, a marketplace that is known for its high-quality, premium plugins created by a community of developers and reviewed by the Envato team, and ThemeForest, which offers a vast selection of premium WordPress themes.
Indie authors commonly use plugins like Yoast SEO to optimize their site for search engines, MailPoet or MailerLite to build and manage mailing lists, WooCommerce to sell books directly from their site, and Book Review Plugins to showcase reader feedback. By strategically selecting plugins, authors can enhance user experience, automate marketing, and present a more professional online brand.
I want to emphasize that with plugins you are not required to have any coding skills. When you use plugins it helps to view them as building blocks. You simply choose the blocks you need and then stack them up to build the website that you want.
Key plugins for indie authors include:
SEO
- Yoast SEO: Real-time SEO feedback and content analysis
- Rank Math: Lightweight alternative with built-in analytics
Spam Protection
- Akismet: Blocks comment spam
- CleanTalk: Filters registration and form spam
Site Security
- Wordfence: Scans for malware and protects login areas
- Sucuri: Monitors your site’s firewall and uptime
Analytics
- Google Site Kit: Integrates Analytics, Search Console, and more
- MonsterInsights: Displays key metrics inside your dashboard
Speed and Caching
- W3 Total Cache: Improves load speed by caching files
- Smush: Compresses images to enhance performance
By carefully choosing plugins, you ensure your site is optimized, secure, and engaging.
Email Integration and Marketing
Growing your email list is vital. WordPress plugins like Mailchimp for WordPress, ConvertKit, and FluentCRM allow you to:
- Create popups and inline signup forms
- Segment your audience by interests (e.g., genre preferences)
- Automate email sequences for new subscribers
Lead Magnets, such as free novellas, short stories, or bonus chapters, entice visitors to join your list. From there, you can:
- Announce new releases
- Share exclusive content
- Promote book bundles or discounts
Email is one of the highest-ROI tools available, giving you direct access to readers without relying on social media algorithms.
E-Commerce with WooCommerce
WooCommerce is a free plugin that turns your WordPress site into an online store. Indie authors can:
- Sell ebooks, audiobooks, and paperbacks directly
- Offer pre-orders and discount codes
- Bundle books and merchandise
- Accept payments via Stripe, PayPal, Apple Pay, and more
WooCommerce offers extensions for:
- Print-on-Demand (e.g., Printful, Lulu xPress, BookVault)
- Memberships (exclusive content for paying fans)
- Subscriptions (patronage or serialized content delivery)
By selling direct, you control the customer relationship, retain more profit, and can include personal touches like signed copies or custom packaging.
WooCommerce is often compared to Shopify. Each have their strengths but I prefer WooCommerce. We break both down in detail and then compare them in other articles.
Embracing the Learning Curve
Unlike drag-and-drop website builders (e.g., Wix, Squarespace), WordPress offers greater depth and control but requires effort to master. Expect a learning curve in areas like:
- Domain and hosting setup
- Installing and customizing themes
- Managing plugins
However, the payoff is long-term scalability, ownership, and lack of constraints. With thousands of tutorials, community forums, and developer support, you're never alone.
Investing time or hiring help at the outset ensures your site is both professional and sustainable. As your author brand grows, your WordPress site can evolve with it.
ScribeCount Integration
WooCommerce integrates seamlessly with ScribeCount via a dedicated API. Your sales through Woo will appear, in Woo purple, in your ScribeCount dashboard alongside the other major sales platforms. It will even show merchandise and other non-book items you may move through your website store. Those items can be ghosted if you wish.
Conclusion
WordPress is the ultimate platform for indie authors seeking to build a sustainable and scalable digital presence from day one. Its strengths in customization, SEO, integrations, and e-commerce make it an essential foundation for any serious author brand.
A WordPress-powered site becomes your digital headquarters—capable of showcasing your portfolio, nurturing your readership, and selling your books.
Ratings:
- Learning Curve: ★★★★☆
- Customization: ★★★★★
- E-Commerce Integration: ★★★★★
- Overall Performance: ★★★★★
If you’re ready to build your author career with long-term goals in mind, WordPress is the place to start.
