4 Reasons your freelance writer website isn’t converting visitors to leads

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Not too long ago, I came across a website that had a scrolling marquee, animated text, and even used Comic Sans as the main font.

What?!

Seriously – it looked like it hadn’t been updated since 1997!

And you know what?

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I pretty much assumed that company had gone out of business.

Because no one would actually use a site like that… right?

Wrong.

So many freelancers think that they can pull in some serious sales with a thrown-together site.

And that just isn’t the case.

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Don’t get me wrong – your site doesn’t need to look amazing at first. Mine certainly didn’t!

But if you’re at the point where you want your site to be converting casual visitors to paying clients, you may need to make some changes.

Here are a few problems that you’ll want to fix ASAP.

1. You don’t have a custom URL.

Let’s face it – you aren’t going to land high-paying, lucrative clients if you have something like “yourname.tumblr.com” as your freelance writer website URL.

You need a custom URL – it’s a tiny detail that can make a big difference in the way potential clients perceive you.

That’s because a custom URL positions you as a serious business owner, which is exactly the kind of writer high-paying clients want to work with!

2. You’re doing too much telling and not enough selling.

A target client who lands on your site should recognize you as an expert who can help them achieve their goals right away.

That won’t happen if you’ve filled your site with meaningless jargon or walls of text about how much you love writing.

So, cut the fluffy stuff that makes you seem like a desperate job-seeker, and write your copy in a way that positions you as a business owner who drives results for clients.

3. Your niche isn’t clear.

If your website just says “Freelance Writer” in the headline, you’re making a big mistake.

Don’t believe me?

Put yourself in a potential client’s shoes for a second, and imagine you’re looking to hire a blog writer for your dental office.

Which one of the following writers are you going to be more likely to hire?

  • Writer A – This writer’s website headline specifically mentions that she writes blog posts for dental offices. She has testimonials from dentists, and her portfolio is full of writing work she has done for dental offices.
  • Writer B – This writer’s website headline just says that she’s a freelance writer. She doesn’t have a clear niche, and her portfolio includes all kinds of writing samples.

Even if Writer B is technically better at writing, you’re probably going to pick Writer A because she’s made her relevant expertise clear on her site.

See where I’m going with this?

High-paying clients don’t typically want to work with generalists. They want to work with writers who have specific industry knowledge.

So, don’t be shy about your niche – slap it up front and center on your home page. That way, potential clients in your niche think:

Aw snap! This writer is a perfect fit for what I need!

4. You’re not making it easy enough for potential clients to contact you.

I recently spent a couple hours scouring the internet for a local freelance photographer.

After lots of digging, I found one I wanted to work with.

The problem?

I had no clue how to contact her. Her site said she was taking on new clients, but she had no contact information or form on her site.

So, she missed out on a client, and I missed out on the opportunity to work with an awesome freelance photographer.

Bummer.

The lesson here is to always make it easy for potential clients to contact you – regardless of which page of your site they’re on.

I recommend putting a “Contact” or “Hire Me” button in your navigation bar.

You might want to put some contact forms or buttons in your page content too!

Do you have advice for creating the perfect freelance writer website? Let me know in the comments!

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About Jorden Roper

Jorden Roper is the fuchsia-haired founder of Writing Revolt, where she shares no-BS advice for freelance writers and bloggers. Get her free, in-depth course on how to build a highly profitable freelance writing business (even if you’re a total newbie) here!

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  1. I started my business 5 years ago. These are hard lessons to learn, and you are spot on. Acme website 1.0 was filled with “me me me me me” – now Acme 3.0 is filled with “what I can do to help you” – I am actually back at it again – refining even more to point out how I can get my clients to that end result – excellent ROI and growth!