7 Things to Include on Your Freelance Website

A slapped-together web presence just won’t cut it

If you’ve been freelancing for very long, you probably already know how how important it is to have a functioning website. Setting up a free site on Wix or Squarespace may even have been one of the first things you did when you decided to start freelancing.

But serious freelancers who want to see their business succeed won’t get very far with a slapped-together web presence. Your site is often one of the first impressions your clients have of you, and they should be able to see right away that you take both your company and theirs seriously.

You need to approach your website strategically if you want it to pull in high-dollar clients.

Not sure what to include on your freelancer website? Here are the basics.

1. Headshot and bio

One of the first things your freelance clients want to know is who they’re dealing with. There’s a good chance you may never meet this client in person, so it’s important to establish an element of personality from the very beginning.

Choose a headshot that looks professional but still shows some personality. Maybe you’re in a fun setting or maybe you’ve got your laptop or other tools of the trade nearby. These elements help your client to get a better feel for who you are.

Next, include a bio that highlights why you do what you do and how you got to this point in your career. You don’t have to tell them your whole life story, but you do need to give some context to your experience.

Remember, the more your client feels like they know you, the more comfortable they feel. And the more comfortable they feel, the more likely they are to want to work with you.

2. Services

Once your website visitor knows who they’re dealing with, they’ll want to know how you can help them with the problems they’re facing. This usually means more than just knowing that you’re a designer — they want to know what type of design you do.

That’s where a service page comes in handy.

Depending on the services you offer, you may choose to group them all together or create a separate page for each one. I chose to make a separate page for each of my marketing services since they’re each so different, but if yours are more closely related, you may choose to keep them together.

3. Work samples

It’s not enough to simply tell people what you do — you need to show them. Your future clients want to know what caliber of work they can expect from you before they just dive into a relationship.

Most freelancers include some type of portfolio on their website. This can be as simple as a page that links to your previous projects or as complicated as a gallery showcasing your past work.

If you want to really drive home the quality of your work, consider including case studies on your website as well. These may not work for every freelance business, but where applicable, they can go a long way toward building credibility with your clients and convincing them of your expertise.

4. Pricing

Depending on the type of freelance work you do, you may want to consider including pricing on your freelance website.

This gives clients an idea of how much they’ll need to budget for your services before they reach out to you, so they’ll know right away if it’s worth their time to schedule a meeting or if they should move on to the next freelancer.

This also means that you won’t waste valuable time on people who are only looking for the lowest price, and it can save you from having to create a custom quote for every inquiry that comes along.

Here are some freelance business types that can use standardized pricing to their advantage:

  • Photography
  • Social media management
  • Consulting and coaching
  • Web design and development
  • Copywriting
  • Translation
  • Editing (copy, photo, or video)
  • Accounting
  • Tutoring
  • And more!

5. FAQs

An FAQ page is one element of a thorough, helpful website that freelancers often overlook. It’s more than just a way to give your potential clients information; it’s an important part of your sales process.

FAQ pages can show leads exactly what to expect if they choose to work with you and showcase your brand personality in a way that you may have missed on your service pages.

They can also save you from answering the same questions over and over and over.

FAQ pages also help your marketing efforts beyond dealing with leads. You can use each question as a prompt for a blog post, and then link to the post in your answer. This stuffs your site chock-full of internal or inbound links, which can really boost your search engine rankings over time.

That means more people will see your site when they search for freelancers in your field, which means more potential clients for you.

If you’re not sure what to include on your FAQ page, you can do what I did: Google freelancers who offer services similar to yours, adapt their questions to match your business, and answer them with your own words.

6. A contact form

The goal of your website is to turn visitors into paying clients. For that to happen, they need to have a way to contact you … and simply slapping your email address online won’t cut it.

The more effort your visitors have to expend to contact you, the more likely they are to give up and choose another freelancer.

Make getting in touch with you easy for them by including a contact form on your site.

Most site builders like Wordpress, Wix, Squarespace, and Weebly have some sort of contact form included. This will work in a pinch.

A better option, however, is to build a contact form through an email automation platform like Mailchimp and then embed it on your site. This gives you full control over which fields are included so that you can ask leads right away about their project details, web address, budget, and more. It also lets you automatically send a confirmation email that encourages them to schedule a spot on your calendar (I use Calendly for this), Like your Facebook page, and more.

These are all things that can save you time in the long run by eliminating back-and forth. But they’re also a good way to start building a relationship with your clients right away. That relationship may be the determining factor in whether or not they choose to work with you.

7. Keywords

Last but not least, the most effective freelancer websites include plenty of keywords that help them show up in search results.

Simply put, keywords are just search terms. Choose ones that are relevant to your freelance business so that when a potential clients searches online for a freelancer who does what you do, your website is one of the results that shows up.

So for instance, if you’re a freelance illustrator, you might include keywords like:

  • Freelancer
  • Illustrator
  • Freelance illustrator
  • Graphic designer
  • Freelance designer
  • Commercial illustration
  • Custom illustration
  • Hand-drawn illustrations
  • Illustration artist
  • Digital illustrator
  • Etc.

Once you’ve chosen the keywords you want to rank for, you need to work them into the text on your website. Be sure to include them in your page headings and subheadings, as well as your image alt descriptions.

If you used WordPress to build your site, the Yoast plugin is a handy tool to monitor just how SEO-friendly each page is. Otherwise, Moz offers several actionable steps to improve your onpage SEO.

Show clients you mean business

Need help with an aspect of your freelance business? I can help! My Freelancer Coaching program is tailored to solopreneurs just like you who have already done the hard work and landed a couple of clients, but need help streamlining their systems and processes. Click below to find out if it’s right for you.

This story is published in The Startup, Medium’s largest entrepreneurship publication followed by +365,945 people.

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