10 min read
Where do we turn when looking for website inspiration? Other websites, of course!
But when you start perusing through the websites of other freelancers in your field, it’s easy to get lost in how
they’ve structured their offerings. Then you start wondering “Should I market my services the same way?”
The way your competitors have positioned their services is NOT how you will position your own. Just because you’re both
freelance writers or freelance video editors doesn’t mean you produce the same kind of work.
Today, I want to dig into how to pitch your freelance services through your website in a way that speaks to your ideal
client, keeps your brand personality intact, and helps you reach peak sustainability.
But first, we can’t start without laying the groundwork.
Before we talk about the nitty gritty behind pitching your freelance services, we want to make sure you have a strong
brand foundation to build from. Many times we think we’ve already defined our purpose and voice, but it’s no good
for it to only live in our heads.
I recommend writing your answers to these exercises below on a new document or sheet of paper. It will help immensely to
have it written down so you can review it before you pitch your freelance services.
Every visitor coming to your website wants to know the “what” and the “why” behind the work you do.
Think about when you visit a new website. What do the best freelance websites all have in common? They all clearly
define who they are, what they offer, and why they offer it. The websites will also feature content that speaks directly
to who you are if you’re their ideal client.
There are often layers to your freelance business purpose so let’s peel them back one by one.
First, in plain language, describe what it is that you do. I’ll use my brand as an example.
I help business owners sell their products and services online through website copywriting and ongoing content
While that’s the most basic version of what I do, it doesn’t get at the heart of why I do it. There are thousands of
other freelance copywriters offering their services, much like in your own industry, so how do I stand out? This is
where the power of “why” comes in.
Let’s take that basic “what” statement above and add in the “why”.
I help creative entrepreneurs and small businesses make a real impact by tailoring their words to better highlight
their brand story through copywriting, brand strategy, and content creation.
Now that’s a mission statement!
The “what” is still there but the “why” really makes this mission statement come to life. You can see that highlighting
impactful brand stories drives my work so business owners who put an emphasis on their backstory know they’ll be
appreciated and understood.
Now it’s your turn! Once you have your mission statement nailed down, you can use it in your website messaging. When
reviewing your website, ask yourself:
You know the purpose behind your freelance business, but how do you effectively communicate that to your ideal audience?
The key to successful website messaging is knowing who you’re speaking to.
If your answer is “I want to help everyone”, you’ll want to dig deeper. When we try to be everything to everyone, we
often have a difficult time connecting with anyone. This is why we hear about the importance of choosing your niche
and solidifying your unique selling proposition (USP).
First, let’s dig into the demographics of your ideal audience. This can include:
Unfortunately, many freelancers stop there. If all you know about your ideal client is that she’s 29 years old and lives
in New York City, that could describe hundreds of thousands of women which isn’t helpful.
Instead, let’s keep going and dig into the unique characteristics of your ideal client. You can start here:
Your answers to these questions will help you get in touch with your ideal client’s struggles and desires. From these
answers, I suggest writing an ideal client profile to help you craft a story around exactly who your ideal client is.
And the best way to do this is to model that profile after a person you know in real life.
Think of that person you know that is interested in your freelance services as you write your website content. How would
you explain your business and your services to that person? I know that the avatar exercise is
common practice these days, but if they’re not attached to a real human, then you’re going to miss your mark.
Every time you create a product or service or write content for your website, you can return to this profile, adjust to
a different person you know if needed, and familiarize yourself with who you’re writing to before you begin.
Now that you know what your ideal client struggles with, you’re able to tailor your offerings to effortlessly solve
If you found that your audience of beginning photographers struggle with consistently editing photographs in their own
unique style, you could create a course with video tutorials on how to use the same presets to edit photo sessions.
If you found that your audience of lifestyle bloggers are interested in learning more about monetization but struggle
with building automated systems, you could create a one-day coaching session that walks them through how to setup and
implement their software so it runs on its own.
When you create your freelance service offerings, you’re not just thinking about what you want to create. It
should align with your ideal client’s desires, too. Sometimes the best ideas come from your audience!
Once you know what you’re offering and have proven it’s something your ideal audience wants, it’s time to work it into
your website messaging.
When you first start your freelance business, you’re probably thinking about how to stand out in an already saturated
industry. How do you separate yourself from the masses and solidify your expertise as a newer face?
I call this process finding your “edge”. Once you’ve tapped into your “edge”, you’ll have a leg up on competitors who
all sound the same.
Here’s a great place to start:
Once you have your edge, you can start to work it into all of your website messaging.
The most important rule of thumb here is to be clear over clever. When you describe your offerings, cut the
jargon and avoid clever sayings that are unclear.
Let’s put your website messaging into action!
Now that you’re feeling ultra confident in your website messaging, we can start incorporating it into your copywriting.
Before jumping right in, let’s go over some basic principles to keep in mind as you craft your copy.
Even though you have a dedicated Services page, you’ll want to use the rest of your website to highlight the benefits of
hiring you rather than a simple explanation of what you offer.
Benefits create more of an emotional connection with your audience than features do. If you’re having a difficult time
thinking about your offerings in terms of the benefits, here are some examples to help you flip the script:
Your tagline, which is a concise description of your freelance service, should be placed at the top of your
homepage. It clearly states what you do at a quick glance so interested visitors will continue to peruse your
site with a clear idea of what they’ll find.
We process visuals 60,000 times faster than words so having images to reinforce what we
do is very important. The best way to choose images for your website is by asking yourself, “Does this graphic
visually represent what I do within my freelance business?”
If you’re a freelance computer programmer, you’ll probably have a photo of a desktop, keyboard, or mouse somewhere on
your website. A freelance illustrator’s website, however, might feature their art supplies, latest work, or their studio
space. You can capture these photos yourself or use stock photography.
Did you know that digital products can help you earn passive income and generate more freelance business clients?
Products are usually a lower barrier to entry offering that allow your audience to experience what it’s like to learn
from you, often leading them to want to work with you through your services. Here are some of our favorites:
Now that you know what it takes to cleary pitch your freelance services, what is one website tweak you can make today to help
your audience understand your work better?? Let me know in the comment section below!