Website Development &

Your Publisher: A Natural

Relationship
2 Greenleaf Book Group: Spencer Case Study
Abstract
As a lifelong entrepreneur and businesswoman, Susan Spencer knew what she
wanted when it came to writing her book. Discouraged by the complicated and
often impenetrable routes to traditional publishing, Spencer came to Green-
leaf Book Group for its unique business model and excellent reputation. She
knew Greenleaf would provide her with top-notch publishing and distribution
services but found they offered her something else as wella professionally
developed website ready and running in two weeks time. Spencer explains
Greenleafs contribution to her website and why she placed the development in
Greenleafs hands.
When Susan Spencer decided she was
ready to publish her first book, she
wanted the best product she could
possibly get.
She began seeking out literary agents but quickly found
that traditional publishers were reluctant to take on a frst-
time author. After six months of trying to break in, a pro-
cess she characterized as annoying, rejecting and very
negative, she decided the effort wasnt worth it.
Spencer moved to a different strategy, searching for
independent publishers with excellent reputations that
werent afraid to take on a new author. Greenleaf Book
Group was at the top of her list.
Spencer found a ft with Greenleaf and got to work on her
book, Briefcase Essentials, a guide to success for women in
business. Everything went smoothly with production, but
Spencer found herself without a website for the book only
a few weeks before its March 2011 publication date.
The importance of securing a well-developed, profes-
sional website for Briefcase Essentials was not lost on
Spencer. She knew she needed it to be readily available,
look great, and complement her business strategies.
It really is a brand-builder if you do it right, she said,
explaining the need for author websites to integrate fully
with personal positioning. Spencer wanted the site to
highlight not only her book, but also herself.
There are hundreds of companies and DIY content
management systems out there, all boasting quick fxes
for website development. But Spencer wasnt impressed
with what they had to offer, nor did she have the time to
sift through the myriad of options. With her deadline get-
ting closer by the day, Spencer turned to what some might
consider an unlikely resourceher publishing company.
Spencer called her consultant at Greenleaf and explained
her situation. Greenleafs marketing department tapped
its network of professional media developers and showed
Spencer a few examples. The website was ultimately fn-
ished in two weeks time.
When asked why she decided to put her website in
Greenleafs hands, Spencers explanation was twofold.
Number one: They have a stake in it, said Spencer. The
publishers going to care about what your website looks
like. Number two: They showed me some samples that
were very creative.
3 Greenleaf Book Group: Spencer Case Study
[The website] saved me hours and
hours and was also a screener for
viable clients. It is a brochure of you,
she said. Its a selling pieceand its
probably the single most important
selling piece.
To Spencer, the collaboration seemed not only conve-
nient, but a smart business move as well. I thought it was
a natural relationshipthat if you dont have a website,
you get the publisher to develop the website.
Greenleaf delivered what she neededa website that
not only highlights her book, but also lets readers know
who Spencer is and what she has to offer. Since its launch,
she has received great feedback from users.
Many people who visit the site, even if they dont
know me, email me and say, Your website blows my
mind, said Spencer.
A Valuable Business Tool
The site been useful for readers seeking out more infor-
mation on Briefcase Essentials, and its also been a valu-
able business tool for Spencer. It saved me hours and
hours and was also a screener for viable clients. It is a
brochure of you, she said. Its a selling pieceand its
probably the single most important selling piece.
Thats why its so important that authors focus on mak-
ing a space online for their book, their business, and them-
selves, explained Spencer. The average user stays on a
website for only ffty-six seconds, according to Nielsen
research, so it's essential that viewers are able to fnd all
they need on one cohesive site.
Nobody has time to give a full biography of themselves,
commented Spencer. If anyone wants to know who I am,
all they need to do is check out my website.
Spencer has continued using the frm Greenleaf con-
nected her with and the design they ultimately devel-
oped together. Greenleaf provided her with what she
neededa site developed quickly but with long-term
effciency and quality.
4 Greenleaf Book Group: Spencer Case Study
For authors moving forward in the website development pro-
cess, Spencer has some tips. Besides reaching out to your
publishing company on developmental input, Spencer sug-
gests the following:
Gett|ng educated. I would advise authors who are not
Internet savvy to read up on social media, said Spencer.
Knowing how to use social media to your advantage will
only serve to develop your online presence, a major plus
in todays web climate.
Secur|ng a search eng|ne opt|m|zat|on expert for
your s|te. Get yourself an SEO person, said Spencer.
You can have a great website but it doesnt mean any-
thing if no one can fnd it."
Updat|ng often. Spencer knows that a site left alone is of
no use to anyone. If [your site is] stagnant, its just not
that good. Spencer makes sure to post several articles
per week on her blog.
Th|nk|ng about ma|ntenance. Spencer continues to use
the web designer of her site as her ongoing site admin-
istrator. By doing this, she avoids any miscommunica-
tion between an administrator and a designer, and is
also ensured that the administrator will be familiar with
the format of the site when adding additional material.
Before you hire a designer, see if they are open to contin-
ued maintenance. That way you can negotiate a longer
term arrangement up front with the knowledge that the
designer will stay on and keep the site consistent and
fresh, and they will know that this is not just a hit and miss
project but one that might be ongoing, said Spencer.
Integrat|ng your bus|ness w|th your book. After all,
explained Spencer, the best way to sell books is to have
large speaking engagements and make the book sale a
part of the deal.
Following Spencers advice will help you develop a
website that users love and that meets your needs as
an author. Working with an author-friendly and entrepre-
neurial publisher like Greenleaf will ensure that your book,
brand, business, and website are working harmoniously.
***
Susan T. Spencer is a lifelong businesswoman and
entrepreneur. She has managed companies with com-
bined annual revenues that ranged from $20 million to
$50 million, heading everything from a clothing manufac-
turing business to successful global food distribution and
processing companies. Spencer was also the frst and
only female general manager of an NFL team, the Phila-
delphia Eagles. She earned her bachelors degree from
Boston University, a masters in Education/Economics
from Hofstra University, and a law degree from Villanova
University. You can learn more about Susan at her web-
site: www.br|efcaseessent|a|s.com
An Author-Centric Approach
Greenleaf Book Group is a publisher and distributor best
known for its innovative business model, distribution
power, and award-winning designs. Named one of Inc.
magazines 500 fastest-growing companies in the United
States, they have represented more than 1,000 titles,
including thirteen that have hit the New York Times, Wall
Street Journal, or USA Today bestseller lists.
For more information about Greenleaf Book Group
or to schedule an interview with chairman and CEO
Clint Greenleaf, contact Tanya Hall at
tanya@greenleafbookgroup.com or 512-891-6100.