I believed a lie for a long time. And if you’re an author, coach, or expert… you probably believed it too.

It goes like this:

“If your work is good enough, people will find you.”

I thought a great book would open doors. I thought if I just delivered value, the right people would show up. I thought my message would speak for itself.

Then I started paying attention.

Great books were getting ignored. Incredible coaches were barely visible. And websites — the supposed “home base” for these expert brands? They were killing trust, not building it.

Let me give you an example.

I landed on a website for a service I was seriously interested in. It had all the right ingredients at first glance — clean design, solid reviews, a professional vibe.

But something felt… off.

I couldn’t put my finger on it.

The copy was vague. The layout felt scattered. And there was no clear way to reach out and ask a question.

But they did want me to sign up and pay upfront.

Weird, right?

So I clicked around, hoping to find something that made me feel safe. A trust signal. A human touch. Anything.

Nothing.

And just like that, I bounced. They lost a client.

Not because their service was bad. But their site failed to earn my trust.

It didn’t reduce friction. It added confusion. It wasn’t an invitation, it was a dead-end.

Have you felt that before? You’re ready to buy. You want to believe. But the website makes you hesitate.

If that makes you squirm because your site might be doing the same thing to someone else... we need to talk.

I’ve seen it too many times.

Expert-level authors. Respected speakers. Brilliant coaches. All winging their most important online asset, their website.

They’ll spend years writing a book… but slap together a website in a weekend.

They’ll speak on big stages… but have broken links and blurry headshots.

They coach professionals… but have no real way to capture leads, nurture trust, or showcase proof.

And then they wonder why nothing’s converting.

Most author websites are glorified business cards.

A pretty homepage. A glowing bio. A link to the book on Amazon. Maybe a blog no one reads.

It looks legit. It feels polished. But it does absolutely nothing to drive results.

That’s the real problem.

Too many authors and way too many designers obsess over aesthetics and forget the purpose.

Your website isn’t about how it looks. It’s about what it does.

And what it should do is simple:

Capture attention
Convert curiosity into leads
Provide recurring value
Nurture trust
Generate real opportunities

That’s not a portfolio. That’s a system. That’s the engine of a real author brand.

Let’s break that down.

SECTION 1: The Common Mistake — Making It Pretty, Not Profitable

Yes, design matters. Aesthetics do influence trust. People judge in seconds — your site better make a strong first impression.

Form follows function.

What most people miss is that copywriting is just as important as visuals. Your headlines should grab attention. Your CTAs should make sense. Your layout should lead the visitor by the hand, not make them think.

And beyond all that? What makes someone come back?

Not the font. Not your author photo.

It’s recurring value.

Weekly podcast episodes
Updated resources
Newsletter archives
New blog content
Job boards, tools, curated links

That’s what makes a site sticky. That’s what makes people trust you before they talk to you.

On my site, rising-authors dot com, we don’t just “look professional.” We host the podcast. We update the resource page every single week. Because I’m not doing this for a launch — I’m doing it for the next 5 to 10 years minimum.

I’m building trust that compounds.

One of our clients had not announced her new site yet, she took a break, but the clarity and function we built into her pages were already generating leads in her inbox.

Why? Because her site wasn’t a brochure. It was designed to book calls. And it worked.

SECTION 2: The Huberman Lab Deep Dive — How a Neuroscientist Built a Platform That Sells Without Selling

Andrew Huberman’s site — hubermanlab dot com — is a masterclass.

Here’s what he nails (and what authors should copy shamelessly):

1. It’s Not About Him. It’s About the Reader.

No chest-beating. No pushy sales tactics. Just value.

Podcast episodes sorted by problem
Free protocols and toolkits
Transcripts and archives
A newsletter that gives you something worth reading

This isn’t a showcase, it’s a library. You don’t just visit. You bookmark it.

2. It’s Built for Return Visits

Weekly episodes
Updates on scientific studies
Educational breakdowns
Curated link drops

Each time you come back, there’s something new waiting.

That’s what builds the pre-order army for his future book.

3. No Hype. Just High Trust.

Minimalist design
Easy navigation
Zero popups
Podcasts with other experts

No tricks. No fluff. Just signal.

4. The Platform IS the Product

Before there was ever a supplement or a course… There was a podcast. A website. A content ecosystem.

And now? Anything he releases is a byproduct of the trust he's already earned.

The New SEO: Search Everywhere Optimization

It’s not just Google anymore.

People search YouTube, Spotify, LinkedIn, even ChatGPT.

Which means your name needs to show up everywhere — and consistently.

But your website?

That’s the one place you control 100%. It’s your command center. It’s what search tools pull from.

When your site is strategic, clear, and content-rich, you control the narrative.

You future-proof your brand.

Turning 40, The REA-VAN, and a Major LinkedIn Tip

I turned 40 over the weekend. Happy Birthday to all of you May Peeps out in LinkedIn Land.

And I’m not stressed — I’m grateful. I’m sharper than I’ve ever been. And I’m excited for what’s next. Also, I'm going to be a Dad soon. I'm excited and humbled for what's to come. Also, a bit terrified, let's be real here. A lot of nesting is happening at the house, and lots of feels and excitement.

A few weeks back, I went up to Phoenix to do another Podcast Episode in the REA-VAN, and it's one you don’t want to miss with my friend and Pitch Coach Expert Roy Scott.

If you’re an authorpreneur trying to get funded or pitch your vision the right way, this is a must-watch. Find the full episode at rising-authors dot com / podcast

And here's a major LinkedIn tip I learned the hard way:

LinkedIn will suppress your reach if you link to other platforms, especially social ones. So don’t add outside links in your posts.

You may already know this, but I'm stressing it now. The algorithm just made it super strict.

Whenever you're ready, here are 3 ways I can support your authorpreneur journey:

Clarify and systemize your Author Offer So your message lands instantly and people get it.
Build an author website that works Not just pretty — but strategic, trust-building, and lead-generating.
Create a content + video strategy that scales your brand So you show up with purpose and grow your authority on every platform.

If you’re ready to finally have a site that works as hard as you do — shoot me a message.

Practice Patience & Gratitude.

— Hussein

Copy These Author Website Tips To Double Your Leads