In a world overflowing with competition, how do freelancers market themselves and earn their ideal clients?  Well, one solid way to stand out is with a website that generates leads and clients.

Building one isn’t an overnight process, and will likely take a couple of tweaks to get right. So let's begin with the following functions that should form the basic infrastructure of every freelancer’s website (no matter what the field):

1. Clearly mentions your unique selling point. Ask yourself: Can the prospect tell in a moment that you’re exactly the freelancer they need?
2. Explicitly displays your call-to-action (ideally above the fold). The prospect should easily be able to access all the external places to contact you.
3. Provides social proof in the form of testimonials. These help build credibility and trust and give prospects an idea of how you work.
4. Conveys your personality (humorous, badass, creative, etc) and work ethic through design.
5. Presents your portfolio/resume. The first thing a prospect wants to do on your site is to learn about your level of expertise and skills.
6. Contains links to the full spectrum of your online activities, like social networks, your blog, etc. This helps portray you as known in your field.

If your website doesn't hit these markers, you really need to sit down and tweak it. For more advanced functionality, I recommend checking out my guide on building a freelance site. Also, check out these freelancers' websites  that are absolutely killing it.

#1: Elise Dopson, Freelance writer

Elise is a B2B freelance writer. Her website is simple, classy, and has an authoritative touch — and that’s exactly what appeals to most clients. What’s more, she’s kept her site relevant to her target client base of SaaS and marketing brands.

Key takeaways:

• Optimize your entire website for your niche. Elise’s website performs this function through design and by explicitly stating her specialty over and over again - in her headline, copy, "about" section, and homepage.
  
• Make copy crystal-clear about WHAT you do, WHO you help, and WHICH benefit your target clients will be getting from you.
  
• Using the home page as a hub for everything (your picture, testimonials, big brands you’ve worked with, links to your social platforms etc.) enables fuss-free navigation for clients and builds trust right there and then.
  
• It is possible to display all essential information on your homepage and still keep it clutter-free. That’s the power of white space — it gives professional polish and doesn't bombard clients with information.

Similarly, you can use the process of psychographic segmentation (think: segmentation based on user behaviour) to hyper-personalize your content to the interests of your target clients..

#2: Ryan Robinson, Freelance blogging coach,content marketer

Ryan is an absolute rockstar. He’s a content marketer, coach, and successful blogger. Now, although he does multiple things, he uses an excellent funnel to showcase his multiple offerings without overwhelming his visitors.

Key takeaways:

• A large, high-resolution picture of you with a welcoming expression at the top of your homepage communicates confidence and lends a personal touch.
  
• Ryan motivates visitors to subscribe to his newsletter by mentioning eye-catching figures such as the huge amount he earns from his blog on the side while doing a full-time job. That’s a great way to convince visitors to join your newsletter, so that you can stay in touch and convert them into paying clients.
  
• Include the names of big companies you’ve worked for, testimonials from previous clients (with their details), and samples of your best content right next to each other. Ryan does this by building trust step-by-step, then outlining his three superpowers once visitors feel confident enough to hire him. By that point, hiring him feels natural.
  
• If you'd like to list other work or interests (like Ryan also has a podcast) have a separate page that visitors can conveniently access.
  
• Use a storytelling approach with your funnel. For example, Ryan’s “I'm not a business expert or all-knowing guru” section.
  
• As far as possible (exceptions can be made for personal pictures), use high res images in placeholders, background, etc. to look professional.

#3: Brittany Berger, Freelance Content Marketer

Brittany is a minimalist content marketer who revamps existing content and focuses on more success with less effort — and  this is exactly the vibe you get from her website. It’s clean, simple and compelling. Her copy is irresistibly relevant to her core messaging and branding.  

Key takeaways:

• Your headshot should reflect your style of work and personality. Brittany's gives out a fun vibe, cheeky personality, conversational style, humorous approach, and creativity.
  
• Don’t ignore the footer. Provide detailed yet concise information regarding everything a client might be possibly looking for.
  
• Optimize your copy to match your branding. Don’t be afraid to break the rules.

#4: Adam Enfroy, Freelance blogging coach, affiliate marketer

Adam is a blogging coach who helps other bloggers to scale profitably (think: $10k in 90 days). He has a highly authoritative website and backs all his claims with stats, evidence, and reliable information (case studies, income reports, etc). The result is super compelling, convincing, and trust-building.

Key takeaways:

• Communicate the value you’re offering to clients through evidence. Adam does this by building his image of being well-known in his industry (by mentioning that he has 150,000 monthly readers) and then estimating the profit clients could earn if they hire him.
  
• To present  himself as a valuable and credible resource, Adam offers a 7-day free email course and blog launch checklist.
  
• Endorsements from other well-known coaches help convince the visitor that even professionals approve of your work, so you must be something right.
  
• Adam uses three different points on the homepage to get the visitor's email ID. It’s a good strategy: it doesn’t seem repetitive, the client isn’t frustrated, so it works.

Just like Adam, you can use nifty landing page builders to create conversion-focused landing pages to present your offering in a compelling manner.

#5: Lianna Patch, Freelance copywriter

Lianna is a freelance copywriter who writes content that is designed to convert. Her website is simple and friendly, with plenty of humor.

Key takeaways:

• Humor goes a long way. You can use it as a prop to help visitors stay longer on your website. The longer they stay, the more engaged they are, and the higher the chance that they'll become paying clients.
  
• Creating specific products/services tailored to the needs of different categories of your clientele works wonders. Lianna does this by creating different packages for different customers, like the knockout package for those who just want feedback for their website and nothing more.
  
• Its ideal to combine a humorous flair with a strong marketing acumen to make potential clients feel that you’re not the usual dry copywriter — you have what it takes to be creative and engaging.

#6: Mark Quadros - Content Marketer

I'm a content marketer for B2B Saas and marketing businesses. My website is upfront and direct, super easy to navigate, and balances wit with formality. This is what appeals to my target audience, which needs creativity, originality, and engaging content.

Also, I integrate my service page with client assessment forms. Doing this saves me a ton of time when it comes to qualifying leads.

Key takeaways:

• Don’t be afraid to add a lil’ spice to your freelance website. I dos this by listing topics I've written about, or whatever is on my mind.  
  
• The only way to ensure your website is built to convert is by positioning yourself as an expert. I list some names I have worked with, social proof, and content samples.
  
• Optimize your website for your target audience. I'm explicit about the services I offer and dedicating a separate page for that function.  
  
• Offer some next level prospective customer service. Using a link, clients can shoot me an email at if they’re still not convinced.

#7: Jacob Cass - Brand Consultant

Jacob offers B2B strategy-backed design and branding services to companies around the world. His website is a paradise for creativity seekers (his target clients). Along with a visual approach to showcasing his work, he takes on an entirely different trust-building approach — by portraying himself as a socially-responsible freelancer.

Key takeaways:

• A highly compelling ribbon with some credibility-building stats can really up your game. Jacob states his years of experience, number of awards, countries explored, number of happy customers, and even the number of Facebook fans.
• Add that emotional touch. Tap into your prospect's emotional side with some CSR (Corporate Social Responsibility). Most people will choose a socially responsible and efficient business over just an efficient one. A whole section of Jacob’s website is dedicated to how he’s giving back to society, backed by stats on his impact.

Your website is an extension of you

Owning a freelance website has far-reaching impacts. Potential clients are more likely to hire you if you’ve got your own website that portrays your skills and expertise, builds your credibility and trust, and is easy to navigate.

And don't forget to add YOU. Personality, wit, and humor goes a long way.