Enhancing Online Presence for Author Jennifer L W Fink: A Case Study on Website and Branding Refresh

Background

As the launch of her second book neared, Jennifer recognized the need to revitalize her digital presence. Her website did not reflect her expertise, her new book, or direct visitors in any focused direction. She wanted to not only showcase her new book and upcoming promotional events but also to serve her readers and community of parents, educators, and community leaders in discussion, support, and dialogue. She initially wanted to explore building a membership hub for that community where she could engage with readers and help them through struggles with insights, community, and hard-earned experience.

Objectives

After some discussion and weighing her options as well as the level of time and effort involved, Jennifer decided to opt for a website and branding refresh.

Challenges and Solutions

The primary challenge for the new website was to find a balance between promoting her new book and nurturing a direct relationship with her audience through a compelling newsletter. The solution was a strategic website refresh, prioritizing email list growth while also highlighting her Facebook group, valuable content, and speaking engagements.

Key actions included:

  • Redesigning the website to feature a prominent newsletter signup call-to-action.
  • Organizing content to direct different audience segments to resources tailored to their interests.
  • Refreshing the ‘Building Boys’ brand, ensuring a consistent visual identity across the website and Substack.

Results

A significant increase in email subscribers, with Jennifer providing them weekly curated content that is both insightful and engaging.
Enhanced engagement through easily accessible resources, speaking engagement requests, and downloadable media kits directly from the website.

Conclusion

Jennifer’s case exemplifies the power of a well-thought-out digital presence in amplifying an author’s reach and engagement with their audience. By focusing on a user-friendly website design and strategic content placement, Jennifer can promote her book effectively and establish a stronger connection with her community.

This project underscores the importance of clear goals, strategic decisions, and the adaptability of digital platforms in achieving business success.