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training and development 

15 April 2021

How the best websites convert readers into book buyers

13 May 2021

Date: Thursdays 13 and 20 May 2021

Time: 1pm to 2.30pm on each of the two days


NOTE: For a non-member place on How the best websites convert readers into book buyers, see the BookMachine website.

The Publishing Scotland member places at the discounted rate below are now SOLD OUT. Members should email  Joan Lyle to be added to the waiting list.


About the course

There is so much to consider when creating and developing your website. From the choice of platform, to the metadata you use to get found, to the positioning of books on your homepage, the user navigation - and so much more.

This course has been designed for non-technical publishing professionals with responsibility for their company website. We will explore how to make the most of your online space, to maximise book sales and help your readers to decide which of your books to buy.


Week 1: Website priorities and good metadata

  • Platforms, modules, add-ons - the key components
  • Why eCommerce?
  • Totting up the costs
  • You get out what you put in - building the product page
  • The good, the bad and the ugly: a few examples


Week 2: Building traffic, loyalty and sales

  • The power of Google
  • Think retail
  • What do your customers want/expect?
  • eCommerce Do's and Don'ts
  • The fruits of your labour - summary




Finn Kirkland has worked within the publishing industry for over 15 years, holding a range of sales, business development and commercial roles. He spent the best part of 10 years in-house before moving to Firsty Group in 2014, working with trade and academic publishers of all sizes.

Much of his current role involves publisher liaison around eCommerce, web and app development projects, and direct-to-consumer models.



This course is for Publishing Scotland members. The fee for this course is £30+VAT (£36 total). Book and pay via TICKET TAILOR. Or sign up for all four courses in the series at a discount.

The course is part of a series of four sales and marketing courses and you can also attend all four for £100+VAT (£120 total). Book for all four courses using the booking form for the first course in the series: see TICKET TAILOR.

Places are limited so please book your place or places as soon as possible.


The series comprises:



As this and the other courses in the series are being delivered by BookMachine, Publishing Scotland will need to pass your name, email and phone number to BookMachine so they can set you up for and deliver the course to you. We will ask you to consent to this use of your data on the TICKET TAILOR booking form.