This is an opportunity to get a free chunk of a book by a well known author. I'm wanting to point out this effort because I believe this is a pivotal model going forward. Pay attention to his sales email which I'll past in first and then to the design of the website when you land at the link. Notice how smoothly it operates, and the consistent branding throughout.
Granted you don't have to hard sell a free book from a successful author, but it's still a great template for Indie authors to follow. If you're going to perma-free your first book in a series, why not make it formal and do it with the first third of each novel. This is an idea who's time has come.
First the email I got:
Here's the first book he did this with and it was hugely successful.