spencer case study

8/6/2019 Spencer Case Study

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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 well—a professionally

developed website ready and running in two weeks’ time. Spencer explains

Greenleaf’s contribution to her website and why she placed the development in

Greenleaf’s hands.

When Susan Spencer decided she was

ready to publish her first book, she

wanted the best product she couldpossibly get.

She began seeking out literary agents but quickly found

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 wasn’t worth it.

Spencer moved to a different strategy, searching for

independent publishers with excellent reputations that

weren’t afraid to take on a new author. Greenleaf Book

Group was at the top of her list.

book, Briefcase Essentials, a guide to success for women inbusiness. 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

for website development. But Spencer wasn’t 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 resource—her publishing company.

Spencer called her consultant at Greenleaf and explained

her situation. Greenleaf’s marketing department tapped

its network of professional media developers and showed

ished in two weeks’ time.

When asked why she decided to put her website in

Greenleaf’s hands, Spencer’s explanation was twofold.

“Number one: They have a stake in it,” said Spencer. “The

publisher’s going to care about what your website looks

like. Number two: They showed me some samples that

were very creative.”



3Greenleaf 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. “It’s a selling piece—and it’s

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 relationship—that if you don’t have a website,

you get the publisher to develop the website.”

Greenleaf delivered what she needed—a website thatnot 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 don’t

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 it’s also been a valu-

able business tool for Spencer. “It saved me hours andhours and was also a screener for viable clients. It is a

brochure of you,” she said. “It’s a selling piece—and it’s

probably the single most important selling piece.”

That’s why it’s 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

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.”

-

nected her with and the design they ultimately devel-

oped together. Greenleaf provided her with what she

needed—a site developed quickly but with long-term



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:

“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 today’s web climate.

“Get yourself an SEO person,” said Spencer.

“You can have a great website but it doesn’t mean any-

Spencer knows that a site left alone is of

no use to anyone. “If [your site is] stagnant, it’s just not

that good.” Spencer makes sure to post several articles

per week on her blog.

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 thedesigner 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.

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 Spencer’s 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.

***

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

only female general manager of an NFL team, the Phila-

delphia Eagles. She earned her bachelor’s degree from

Boston University, a master’s in Education/Economics

from Hofstra University, and a law degree from Villanova

University. You can learn more about Susan at her web-

site:

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.

magazine’s 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

[email protected] or 512-891-6100.

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