Welcome to the fifth and final post in our “Build Your Own Freelancing Website” series! So far we’ve covered domain names, hosting, whether to feature a blog on your site, and customizing your site design.
In today’s post, we’ll cover the most important step: adding content to your website.
Step 5: Create Content That Converts Leads Into Clients
As a freelancer, you will want to have at least the following pages on your website: (1) Homepage; (2) About; (3) Services; and (4) Contact Me. You may also want to add client testimonials, samples of your work, and other information that helps demonstrate your knowledge and skills. As you draft the content for your site, keep the following tips in mind:
Before you write anything for your homepage, decide what the function of your homepage is going to be. Is it to get visitors to sign up for your e-newsletter? Is it to get visitors to call or e-mail you for a consultation? The most important thing is to decide on a next step that you want visitors to take, and then make that step the primary focus of your homepage.
Keep your homepage uncluttered, and make sure that visitors can easily find the answers to three questions: (1) what do you do? (2) why should they hire you to do it? and (3) how can they contact you? If people have to hunt for this information, they won’t. They’ll just move on to the next website.
Finally, don’t put a bunch of links to other websites on the homepage of your website. If you do, you’re just inviting visitors to leave your website. Why do that?
Your “About” page
The “About” page is often the hardest one to write. You have to talk about yourself, which is always difficult, and you have to promote yourself without coming across as unlikeable or egotistical. It’s not easy.
I think the most important thing to remember about your “About” page is that it’s not really about you. Yes, you have to provide information about your background and expertise, but think about this from your potential clients’ perspective. They want to know about you only so they can figure out whether you can help them. Don’t disappoint them; explain how your background qualifies you to meet your clients’ needs.
If you’re really having trouble writing your About page, consider getting some help. I know this may seem crazy to those of you who are writers, but even the best writers can run into trouble when they try to write about themselves.
Your “Services” page
Be specific about the services you offer. Potential clients may not have hired a writer/graphic designer/etc. before and they want to know what it will be like to work with you.
The big question freelancers have when it comes to their “Services” page is whether they should post prices. I think you have to decide what will work best for you. I post a range of prices so that potential clients have some idea what I charge. This helps me to pre-qualify leads (by culling out the people who can’t or won’t pay what I charge), and gives clients a little bit of guidance about pricing. You may decide that posting prices is a bad idea for your particular business, and that’s fine. Whatever works for you.
All of the content on your site should be client-focused and serve a purpose. Don’t feel like you have to fill your site with hundreds of pages of content; just get your point across and encourage visitors to take the “next step” down the path towards becoming your client.
photo credit: dbdbrobot
Traci Feit Love is a freelance writer, editor & communications consultant for businesses that need smart, impressive content. To learn more or to sign up for her free e-course, “How to Get More High-Paying Clients,” visit her website at http://tracifeitlove.com.