How to Write a Landing Page If You’re a Freelancer

Freelancing breaks new ground in the post-COVID world. While it was more like a side hustle for many before, now specialists choose to freelance as a career path and see it as a huge opportunity to do what they love and finally attain that mythical work-life balance.

Also, technologies evolve super-fast today, providing more flexible ways to work and make a living. The freelance market attracts a massive pool of talent willing to take a bite out of this pie.

Result?

Competition is fierce, freelance sites overflow with profiles vying for the same job, and the niche turns into a bloodthirsty hunt for clients.

How can you gain the upper hand here? What instruments can help you stand out from that crowd and impress potential customers with your skill set?

Since you are active on social media, have a website with a blog, and building a professional network, it’s already a good start. But for those willing to take a step further and convert visitors into clients, one more powerful instrument exists.

It’s a landing page.

This short guide will walk you through crafting an effective landing page for your freelance project. Let’s find out why it matters, what benefits it brings to a freelance specialist, and how to write a landing page for skyrocket conversion.

Why a Freelancer Needs a Landing Page

First, it’s critical to clarify the difference between a landing page and a website:

Your freelance website is a platform of several pages where you share your projects, blog posts, and any other information you consider necessary for customer engagement. A landing page is a stand-alone page to market you as a specialist and persuade visitors to take the desired action — order your freelance services or sign up for your mailing list.

What benefits does a landing page bring to a freelance specialist?

1. It serves as a business card to introduce you to potential clients.
2. It generates traffic and leads visitors to your website.
3. It represents you as a brand, not an average specialist from freelancer websites.
4. It promotes your services, answering all the questions people may have to decide whether to hire you.
5. It converts visitors into customers, generating new orders.

Your task is to craft a landing page that not only describes what you do but also signals your personality, voice, and mission as a freelance specialist.

Five Steps to Creating a Freelancer Landing Page

With tons of freelance landing pages available online, what is specific about yours? How to make it communicate your E-E-A-T (experience, expertise, authoritativeness, and trust)?

The below five steps will help.

1) Define Your USP

USP is for a unique selling proposition. What makes you different from other specialists in the niche?

For example, Stephen King and Ernest Hemingway are both writers. But, we know the former as an expert in horror novels, while the latter is a stellar fictional short story creator.

The same goes for your freelance expertise. If you are a freelance writer, what exactly do you write? Are you a blogging specialist or great at sales copywriting text creation?

Your landing page should communicate the niche of your work. Do you write informative texts on education or college life? Do you specialize in SEO copywriting for SaaS brands? The more specific you are, the better:

• First, it will help attract a target audience that does need your services: You’ll save time explaining to others why you don’t do what they ask.
• Second, it will present you as a specialist with particular expertise, reduce competition, and allow you to focus on topical knowledge, grow your skills, and better serve clients in this area.

Tip: Answer the “What do I do?” and “Who are my clients?” questions in one sentence.

2) Grab With a Headline and Hero Image

Your headline is the first thing visitors see on your landing page. Ensure it grabs the attention, is concise and clear about your offer, and answers the “What’s in there for me?” question.

Given that a human brain needs only 50 milliseconds to build an impression on a website, it’s critical to specify the added value in a few words. Craft a direct, catchy headline appealing to the target audience and explaining what clients get if working with you.

Another detail to consider is a hero image on your landing page.

A hero image is a dominant visual placed above the fold of your landing page. It can be a photo, a series of pictures, or a video. Hero images grab 80% of user attention, convey your page’s context and value, and help visitors understand what they’ll find there.

Most freelance specialists place their photo as a hero image, but it’s not the one-size-fits-all rule. Feel free to try other visuals if they are relevant to your niche and communicate your message to the target audience. Choose images describing what you do and communicating your brand voice.

3) Write Core Content on the Top

Attention span is super-short today, and online users don’t spend time looking for the information on your page and trying to understand what it’s all about. Don’t force them to scroll down to find the vital information:

Place everything they need to know about you at the top of your landing page: A descriptive and engaging headline with added value, a short subhead specifying your offers, and an inviting call to action.

Also, consider placing a link to your portfolio at the top. (After all, people want to see your previous works to understand if you fit their needs.) For even more substantial social proof, you can feature your top clients for potential customers to get an idea of your expertise.

When writing, consider these tips:

• Write the way you speak or “mirror” the language of your target audience
• Craft short paragraphs (3-4 sentences), be concise, and use bullet points
• Be specific: use numbers, facts, reports, etc.
• Don’t focus on what you do but the benefits clients will get when working with you.
• Forget sophisticated words, professional slang, or jargon: Write for people, not robots or dictionary creators.
• Think of engaging calls to action (CTA) that would encourage users to click and become your customers.

4) Craft a Strong CTA

CTA (call to action) is a must for every freelancer landing page. It’s what gets visitors to act and take your desired action: check your portfolio, visit your website, order your service, sign up for your newsletter, etc.

What makes a strong CTA? A strong CTA is:

• short;
• unique and personalized;
• inviting;
• easy to see and understand that it’s clickable;
• descriptive enough for a user to see what they get if they click.

Tip: Use active verbs in CTAs, avoid generic phrases like “Click here,” and try using “I” or “me” in CTA texts for advanced personalization and engagement.

5) Make It SEO-Friendly

For your landing page to bring traffic and conversion, it’s critical to make it visible in search engines so people looking for freelance services like yours can find it. How to do that?

Help search engines rank your page accordingly and structure it with proper keywords in mind. It’s not that challenging to do:

Think of terms describing your services best. What words or phrases would searchers type into Google when looking for professionals in your niche? You can ask an SEO service for help or conduct keyword research yourself and incorporate relevant terms in your landing page text.

Consider its URL, title, and headlines. Use LSI keywords (synonyms and closely related terms), either. They must look natural in your content: Avoid keyword stuffing, and feel the context.

How to Write a Landing Page: Final Thoughts

A landing page is a powerful weapon for freelance specialists willing to stand out from the crowd, build their brand, and attract more customers. For it to work and bring results, it’s critical to separate it from other website pages, think of it as a business card marketing your expertise, and design it for better visibility in search engines.

Now that you know how to write a landing page, the benefits it can bring to your freelance project, and have practical tips on crafting it, why not create a new one or update your old one today?