Many freelancers have their own website. Like a business card or a brochure, your own website is an important marketing tool. Since the large number of freelancers primarily offer services, the contribution is not about placing a web shop or advertising banner to generate additional income. It is rather about improving the communication on your webpage. In this article I would like to give you important tips on how to optimize your website in terms of communication in order to gain more customers and increase your turnover.
As you may already know, I work as a freelance graphic designer. A not small part of my turnover is due to income in the field of web design. In the last few years I have assisted several companies in relaunching their sites. Often the main focus of the clients at the beginning of the project was purely on the design of the site. A good design certainly serves the user-friendliness and can strengthen the trust in the company. However, there are other questions you should ask yourself as a freelancer before you start designing. While a good design is very important, it does not in itself make a good website and is no guarantee for customer acquisition. The right communication with your target group is crucial! Have you ever checked how well your webpages addresses your target group and communicates your values as an entrepreneur convincingly?
What distinguishes a successful website?
A clear communication goal
No matter if your website is still in planning, just finished or has been online for years. Ask yourself the following questions before the implementation or during the review:
- What do you want to achieve with your website?
- Who is your website aimed at?
- What action should the user take after visiting your website?
- What values do you want to convey? (trust, innovation, professionalism, creativity etc.)
In most cases these questions result in a very individual and clear picture, a kind of guideline, for the structure and design of your website. Only after answering these questions the design should be created.
The most beautiful Internet site is of no use if no one sees it. If you work in an industry where most orders are placed through personal contacts and word-of-mouth propaganda, good visibility of your website is less relevant in my opinion. In this case, your online presence serves more as a kind of business card that your business partner will look at, e.g. after a joint meeting. But if you want to win new customers, a good visibility of your website is very important.
You can achieve a higher visibility with the following measures:
- Entry in directories e.g. Google MyBusiness, Yelp etc.
- Topic-relevant links from other websites to your website (backlinks)
- Activities in social networks
- Optimization of your website for search engines with relevant keywords (SEO)
- Paid ads, e.g. AdWords
Try to offer your customers a special added value on your website. There are many possibilities for this. I personally find the most pleasant way to do this is to set up a blog. You can set it up on WordPress.com for free and without much effort. Write useful articles about your field of expertise on a regular basis that are tailored to your target group and publish them on your website. This takes a little time, but in the long run you will noticeably increase the number of visitors on your website. Why is this so?
- The target group has a real incentive to visit your site because it provides a lot of useful information besides basic information like opening hours.
- Google searches for texts. If you have a website that provides a lot of information on a certain topic via text, the chance of being found via Google is much higher. (see point: Increase visibility)
By the way, you make a name for yourself in the industry by publishing professional articles and show your professional competence.
And finally the design
Ultimately, all the content must be presented in style. You can compare a well-designed website with a nicely furnished shop. Like the shop interior, the website should also radiate trust, professionalism and reliability. You can achieve this with a design that authentically communicates your values as a freelancer.
There are many ways to gain customers and increase sales with your own website as a freelancer. With this article I want to show you that it is important to do the first step before the second (design). It will save you a lot of stress and money if you think deeply about your values and communication goals before the implementation or relaunch of your website. This contribution should give you a small incentive to do so.