If you’re a freelancer with a website, chances are you created it, or are in the process of creating it, with a central purpose. Perhaps you’re a freelance videographer or photographer who’s looking to “get discovered.” Or, perhaps you’re a freelance writer/editor who uses your website as a combination of both a venue for your portfolio, and a way to gain clients.
Note that, whatever the niche happens to be, building a customer base is usually part of the freelancing website equation. Customers will be more responsive to your website if you implement several key components.
Never underestimate the term, “front and center.”
The truth is, you can put as much copy as you want on the homepage (or indeed any page) of your website as you like, but most people have decidedly short attention spans. They want to find what they’re looking for, and then move on. To avoid a “Wait, there’s more!” scenario as much as possible, place the copy you most want seen at the top of your homepage, centered. This way, your customers can immediately determine if they want to take the subsequent steps of subscribing to newsletters, hiring you, etc.
Let your personality shine.
Aspects of your website should certainly reflect your unique freelancing aesthetic – after all, you need to set yourself apart from the competition! The fonts, graphics, color scheme, and overall layout you choose will represent you and your work as a brand. Is that brand going to be serious, comic, or a bit of both?
While you can’t always anticipate how or if your visitors will become actual customers, you can safely assume some things. For example, if you’re a freelance academic editor, you know that most of your visitors are probably harried students looking to get their work polished for the highest grade possible. Convey that, “I know how it is, I’ve been there, and I know exactly how to help” tone.
It’s best not to make a freelancing business website too personal. However, a picture of you in college or high school, or even an example of a paper you wrote, might be that extra something that gets a potential client off that decision-making fence and hire you.
Adopt a customer-centric focus.
Chances are your initial reaction is to, understandably build your website according to your own likes and dislikes. In the end, you might end up creating a website you love, but isn’t necessarily customer-friendly for them. For example, there might be so much emphasis placed on your portfolio content that it becomes an overwhelming read, resulting in potential clients passing you by.
Therefore, your website copy should be to the point (a sentence or two, not a paragraph), with a corresponding “Learn More” button. Those who are seriously considering purchases/hires are then more likely to proceed. Think back to a favorite shopping experience – what was it about the customer service that really excelled? Bring that same service-based approach to your website, write with relatability, and it can make all the difference.
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