Your freelance website has one job: to give the right people enough confidence to get in touch. It doesn’t need to be long, elaborate, or beautifully designed. It needs to be clear. Most freelance websites fail because they’re either too vague (“I help organisations communicate better”) or too comprehensive (a 20-page CV in website form). Here’s what to include.
The homepage
Answer three questions above the fold: who you are, what you do, and who you do it for. One sentence each is enough. “I’m a freelance communications consultant. I help [type of organisation] [do specific thing]. Based in [location], available remotely.”
Then a clear call to action — “Get in touch” or “See my work” — and some evidence that you’re credible: client logos, a testimonial, a case study link.
Services
List what you actually do, in plain language. Avoid jargon like “integrated strategic communications support”. Say: communications strategy, stakeholder engagement, content, social media, campaigns. Three to five specific services is better than a long, vague list.
Optionally, include your day rate range or a starting price. This saves time for both you and potential clients — someone who needs £200/day work won’t get in touch if they know you charge £600/day, which is a good thing.
Work / case studies
Two or three brief case studies showing a real problem, what you did, and the outcome. You don’t need to name the client if confidentiality is a concern — “A national membership charity” works fine. What matters is the nature of the problem and the result.
About
A short, human paragraph about you — your background, what you bring to a project, maybe why you went freelance. Not a CV. People hire people, not qualifications, so something that gives a sense of who you are matters more than a chronological work history.
Contact
Make it easy to reach you. An email address is fine. A contact form works too but keep it short — name, email, brief description of what they need. Don’t ask for a phone number if you don’t need it.
The website content planner below gives you a page-by-page structure for writing your freelance website, with prompts for each section.