A few days ago, I was scouring the web for an email marketing tool. I’d already zeroed in on a few options. Now my goal was to quickly check the price of each and pick the one best suited to my pocket.
On most sites, I found the pricing page link in the main navigation, while on some others, I located it in the footer. If I couldn’t find the link in either the main nav or the footer, I shut the browser tab and moved on to the next site.
That’s what most readers are likely to do on your author website as well. If they can’t find what they’re looking for in either the header or footer, they will leave.
The main fold, which includes the header, is the most important part of your website — everyone knows that. The footer, however, is a much-overlooked space. It can be a crucial tool for engagement with your readers. It has the potential to repeatedly remind visitors that there is a lot of important and useful info on your site, and they shouldn’t click away before checking it out.
What is the footer of a website?
A footer is a horizontal band located at the bottom of a web page. It’s what you see when you scroll right down and can’t go any further. It tells you there isn’t anymore content beyond that point.
There’s a predictability to the footer, as it appears on every page of a website. Visitors expect to see it there. It makes them feel comfortable, in control, and more open to exploring the website.
What to include in a website footer
You can place in the footer info that can’t be easily accommodated in the main navigation of your website without compromising on user-friendliness.
There are some standard elements visitors are likely to find in a footer of an author website. Let’s look at what these are and how you can make best use of them.
Navigation
Main navigation
Use the footer to repeat the main navigation, especially if your website contains long articles. Readers will thank you for not making them scroll all the way to the top menu after they’ve reached the end of a web page.
Sitemap
If you have a lot of interesting info — perhaps a side project you’re working on — but aren’t able to fit it in the main navigation, place a sitemap in the footer. Sitemaps are not only user-friendly, but provide solid SEO benefits as well.
Info for a secondary audience
If you have useful info that doesn’t cater to the primary audience of your website but to a secondary audience, put it in the footer. That way you don’t confuse or annoy the former with links irrelevant to them. For example, if you’re a tarot card reader or a dog walker along with being a writer, you could put a link to these services in the footer.
Reader engagement
This could include:
Call-to-action
After browsing your site and absorbing all the info related to your offer, there’s a good chance the reader is primed to take action. Insert a call-to-action in the footer that asks your readers to buy your book(s).
Newsletter sign-up
Some readers might not be ready to buy your book yet. Insert a form in the footer for them to sign up for your newsletter. This is the perfect next step for interested parties to get to know you and your work better before they become die-hard fans.
Social media links
Social media links are one of those things that people automatically look for in the footer. Make use of this opportunity to get more fans and readers to follow you.
Brand-related info
Copyright
Put your copyright notice in the footer. It lets people know you own everything on the site, and they can’t — or at least shouldn’t — steal it.
Logo
Put your logo in the footer. It will act as a constant reminder of you to your readers and reinforce your brand identity.
Privacy policy
If you plan to collect readers’ personal data, like their email address or payment details, then you are required by law to have a privacy policy. This policy, along with the terms of service, needs to be easily accessible. Place this info in the footer and build trust with your readers.
Customer service
If a reader, publisher or event organizer wants to contact you, there are two places they’re going to look — the About page and/or the footer. Save them the trouble of having to navigate to the About page by putting your contact details or a contact form in the footer.
Summing it up
The footer of your website is a last defence against readers leaving your author website when they don’t find what they’re looking for. It’s also something that can be used to convince them one last time to stay on the site.
Design your footer with care keeping in mind the needs of your readers and the journey they’re likely to take through your website. Avoid clutter, and mindfully select only those elements your readers will find useful.