Freelance Writers: What Should You Include on Your Professional Website?

on December 5, 2013 in Freelance Writing

In our current post series about professional websites for freelance writers we've already talked about why you need a professional website and why that website would benefit from having a blog. Now let's get into some of the details by looking at the specific things your freelance writing website should include.

These are the pages and information prospects look for when they consider hiring you as a freelancer. To maintain a competitive edge, it's important to make things as easy on prospects and clients as possible. Remember, if you don't, someone else will. So make sure your website gives prospects what they want.

Let's start with the must-haves on any freelance writer's professional website.

5 Must-Haves for Your Freelance Writing Website

These are some of the most important elements of your freelance writing website:

1. Your Contact Information

Whether this is a separate contact page with a contact form or just your email address and phone number at the top of every page, prospects and clients want to know how to contact you. If they can't figure that out, they'll find someone else.

2. A List of Your Services

Clients need to know what services you actually offer. Simply saying you're a freelance writer is not enough. Does this have to be an exhaustive list? No. I suggest listing your most common services, but inviting prospects to contact you for quotes on related projects that might come up. Ideally you'll go beyond a simple service list and give the benefits of each service as well as a separate pitch and call to action.

3. Your Portfolio / Samples / Testimonials

Make sure you include something on your professional website that demonstrates your abilities and experience to potential clients. The most common ways to do this are through an online portfolio or by publishing testimonials.

With online portfolios, you can include samples in several ways. For example:

  • If you write for the Web, you can usually link to samples directly.
  • If you write for newspapers or magazines, you might just list your publication credits and mention that you can send .pdf copies as samples on request.
  • If a client gives you permission, you might be able to publish a .pdf or image version of an article directly in your portfolio (so you don't potentially interfere with their search engine rankings by publishing duplicate content).
  • If you're a ghostwriter, you might just publish descriptions of the projects and offer to send samples privately (if you have permission from the client to claim authorship -- check your contract terms and make sure you didn't sign a non-disclosure agreement that would prevent it).

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Testimonials can be published alongside portfolio pieces, on their own separate page, or on some other area of your site (like a testimonial slider on your homepage). If you don't have testimonials from past clients yet, add them as soon as you get them. If you have a client base but never thought to ask for testimonials, now is as good a time as any.

4. An About Page

Buyers often want to know more about you, your business, and what you can do for them before they'll contact you with project details. You can give them that on an About page where you can talk about the benefits of working with a freelancer with your experience and credentials.

I suggest reading Write a Better About Page for Your Blog from the All Indie Writers archives. While the post originally targeted bloggers, most of the information is just as applicable to freelance writers.

5. A Professional Blog

I won't get into all of the details about why I consider a professional blog a necessity for freelance writers. I already did that. Suffice it to say, with solid goals and a good plan in place, you'll be hard-pressed to find a better or more versatile marketing tool.

Other Things to Include on Your Professional Website

I would consider the above to be adequate for a bare bones professional website with built-in marketing potential. But that doesn't mean you should stop there. Here are some other things you might consider adding:

  • Your rates -- Personally, I also consider this a necessity, but it's frequently debated. Find out why I think it's so important to publish your freelance writing rates.
  • FAQs -- I like to cover some basic questions and answers for prospects right on my site, including what my payment terms are and how many rounds of edit requests are included.
  • Resources -- Something else I like to do is offer free resources that would be of interest to my prospects. It can draw people to your site who otherwise might never see it. And if they like what you have to offer, they're more likely to come back to you when they have a budget to hire someone. One of the best ways to bring in new clients is to educate them about what you do. Reports and white papers are great tools for this.
  • Your photo -- This isn't really necessary, and some readers have brought up issues like racism and sexism as reasons they leave photos off their freelance writing websites. I think those decisions are understandable if you have concerns. But that said, including your photo lends a more personal touch, which can make it easier for prospects to connect with you. It can help for them to see that they're dealing with a person and not some faceless business trying to make a sale.
  • An email sign-up form -- If you plan to use email marketing to stay in touch with prospects, make sure you have a sign-up form on your website. This might be on your contact page, home page, a separate subscription page, or even sitewide.
  • A private client area -- If you want to go all out, you could incorporate a private client portal on your website (easy if you're using a platform like WordPress -- there are plenty of membership plugins that can handle this). This would allow your clients to log onto your website where they could find and download copies of contracts, project briefs, past assignments, or anything else relevant to your working relationship.

Can you think of other website elements that might benefit freelance writers? Share your ideas, or tell us about something special you do on your website, in the comments below.

Thanks for sharing!
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Jennifer Mattern is a professional blogger, freelance business writer, and indie author. Through her company, 3 Beat Media, she operates All Indie Writers,,, and numerous other blogs.

Jenn has over 15 years experience writing for others, over 11 years experience in blogging, and 9 years experience in indie e-book publishing. She is an Active member of the Horror Writers Association.

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  1. Amandah December 6, 2013 Reply

    Nice post!

    You could include a blog and videos on your website. Videos can include video testimonials and/or videos of you speaking about your specialty, e.g., copy writing and blogging.

  2. Hi Jennifer, your post is very comprehensive and any translator that follows your advice will surely pick up more work from online buyers. I think that it is also important to mention that once a translator has put together a website according to your guidelines, they should submit the website to various online business directories. Linking up your website to such directories will help drive traffic to your site and will also get you ranked higher on search engines.

    • Author
      Jennifer Mattern December 12, 2013 Reply

      Just be careful with directories. Most will do more harm than good because they’re little more than link farms. If you want to turn to directory submissions, focus on directories that either have a niche focus or that go out of their way to attract visitors other than people listing their websites (such as through blogs, online tools, newsletters, or other resources). If the only other people visiting the site are other site owners looking for links, you’re not getting any value and your risk having links penalized if Google decides link sales are all the directory cares about.

      • Hi Jennifer,

        Thanks for approving my response. But I see that the website URL is incorrect-it should be Now it is something else. Can you fix it? (no need to post this comment obviously)

        Thanks, David

        • Author
          Jennifer Mattern December 12, 2013 Reply

          It looks like you just missed one of the backslashes the first time. I’ll go ahead and fix it for you. 🙂 This one was auto-approved because only a visitor’s first comment is set to be moderated. Then they’re in a more trusted group that doesn’t have to wait.

  3. katie December 17, 2013 Reply

    Thanks Jennifer, this was very helpful. The only part I’m worried about is physically showing certain elements of my portfolio, as much of it was originally written for an internal audience. (My client might not be too impressed if I showed some of their internal info). Do you happen to have any suggestions for the next best thing?

    • Author
      Jennifer Mattern December 17, 2013 Reply

      The best option I can think of is to ask your previous client if you can use a sample. They might be willing to let you, especially if you offer to remove the client’s name or any private info by blacking it out. Other than that, your next best option would be to ask that old client for a testimonial. While a sample is ideal, this at least gives you something in support of your work history.

  4. Author
    Jennifer Mattern February 26, 2015 Reply

    Hopefully not too much! 🙂

  5. Kate Benzin May 4, 2016 Reply

    Thanks for this great article. I’d love to hear your thoughts on putting a short video on a person’s freelance writer website – and what should be included in the video.

    I’m just starting to build my website and would love to include a video.

    • Author
      Jennifer Mattern May 5, 2016 Reply

      Hi Kate,

      There’s certainly nothing wrong with having a video on your professional website. But I would start by asking yourself why you want one. Is it because you simply think it would be a neat feature to have? Or is it because you have reason to believe it could be an effective marketing tool given your target clients?

      If you just want a general video, I would probably put that on the About page rather than using homepage real estate for it. A friendly “talking head” video could be a good introduction to you — talk not only about your credentials and experience but what you can do for clients (benefits, not just a service list). Some clients like hearing from a “real person,” and seeing a video might be useful for that group.

      In general though, I’d probably want to see more useful videos on a freelancer’s site if I was thinking about hiring them. For example, you might do a series of short teaching/lecture videos for your professional blog. Or you might have tutorial screencast videos where appropriate (tied to service pages, or again on your blog). I’d want to see videos that were valuable resources on their own and not just window dressing for the website.

      But that’s just my $.02. 🙂

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