The freelance writer’s website: Stories about our own + how to think about yours
Does your freelance writing website really matter?
Kaleigh doesn’t give the website too much credit, while Emma sees hers as a mark of her whole identity. Emma put her head into her hands while recording this episode.
If you’re creating a website for the first time, revamping the one you have, or find yourself unsure what a website even means, this is a must-listen.
What should your freelance writing website look like?
Every freelance writer approaches their website differently. Many see it as the landing page for their whole digital identity—a place to impress clients, drive leads, and show the world who they are. Others treat their website as a secondary asset; something you should have, but not a key driver for business.
The former—having a well-designed, impressive website—means a heavy investment (in time, energy, and expenses). The latter—having a simpler design—means less to manage and less to invest. How do you know what’s right for you?
It depends. Some business owners place a lot of value in their digital presence. They have monthly or quarterly photo shoots; they completely overhaul their website every single year. Others (like Kaleigh) haven’t made major changes to their website in over seven years.
Whether you’re dreaming of a well-branded and customized website, or something simple yet effective, choose what makes sense for you and your business.
When should you create your website?
The first question isn’t whether or not you should have a website—it’s whether or not you have a client. While a website is nice to have, it’s not going to make or break your business.
Some freelance writers don’t have a website at all. Even after years of building a successful writing business, they don’t need one; they get all their work from platforms like LinkedIn or Twitter.
“You shouldn’t have a website before you have a client.”
Websites aren’t necessary for every business. What’s more: websites aren’t more important than building your referral engine or creating a sustainable client pipeline. Don’t get hung up on your website. You can be wildly successful without having the perfect website.
“99% of my business comes through my email inbox.”
Creating a “minimum viable website”
Having a website does help with the trust factor. In many cases, a client might already know about you—they’ve seen you on social media or they’ve read some of your posts—so they go to your website for validation. “She’s who she says she is.” Or, if they’ve been referred to you, they’re checking your website to see if you’re legit.
Instead of worrying so much about design and copy for your website, put together a minimum viable website. A website that takes minimum effort but helps you build some trust.
You don’t have to invest thousands of dollars into your branding and design (or spend all your time and energy on customizing your dream website either). Use an easy template. Tools like Squarespace and WordPress have templates that make it super simple to get your website up and running.
“Don’t stress out. Get something up there about who you are and what you offer first.”
Your website isn’t going to be a client referral engine machine right away, but it doesn’t hurt to have. Even a one-page, simple website can be the validator a client needs to see you are who you say you are.
What should you have on your website?
Your website is a great place to create a positive first impression of who you are and what you offer. (No need to get too existential though—it’s a living, breathing digital asset that can be changed).
Your first website can be a single page; no need to overthink it. We recommend including as much of the following as you can:
A picture of you. Putting a face to your name goes a long way; it humanizes you and helps clients feel more connected with you.
A clear tagline. Sum up exactly what you do in a way that’s easy to understand.
Services. Be specific about what you offer. Clients are busy; make sure you’re not leaving any room for guesswork. You don’t have to have every service have a separate page, either—remember we’re going for a minimum viable website.
Testimonials. Social proof helps you establish yourself as a trusted and valuable freelancer. (We could have a whole episode on asking for testimonials—maybe next season!)
Quick validators (if you have them). Include some of the clients you’ve worked with or an “as featured in” section.
“Can someone look at your site and know exactly what you do in five seconds?”
From there, you can start to think about putting together your portfolio and writing a separate About page. If you don’t have everything, try not to stress about it. Take small steps when you can.
Websites matter, but it’s the wrong place to start
Unless you have a sustainable pipeline of clients coming in, you shouldn’t worry too much about your website. Put your client work first, make small adjustments to your website along the way, and the rest will follow.