When I first launched as a freelancer, I thought, “I won’t have a website. Word of mouth will be enough and I’ll use my name as my brand”.
But then I thought, what am I doing. I’ve worked at a digital marketing agency for 8+ years, telling clients their website is one of the most important aspects of their business. So why am I not building one?
Safe to say, I did build my website (of course you know that, you’re reading it), and I think most copywriters and freelancers in general should have one too.
If you’re still not convinced, read the below and then let me know if you’ve changed your mind!
Why bother with a website at all?
As it turns out, websites are pretty essential, particularly for building brand identity. Though your site, you can demonstrate who you are, what you do and why people should hire you. That storytelling aspect of brand identity can be difficult to duplicate on social media channels like LinkedIn or Facebook, plus you have complete narrative control.
And actually, I think many businesses would struggle to trust you if you didn’t have a website. It’s sort of an accepted norm these days.
6 reasons why you do need a business website
1. You can start SEO early
Don’t freak out at the word ‘SEO’. I promise it’s not as complicated as it sounds, and if you can optimise your site early on, the sooner you can rank and get decent leads. While many people would argue SEO is there for Google, it’s really all about the user. It’s ensuring you have easy-to-use navigation, clear, compelling copy, a speedy site and that everything is technically sound.
Your website gives you the chance to optimise for key phrases like “freelance copywriter Chester”, “branding strategist”, or “website copywriting services”.
Your website is the place where all these keywords come together in a cohesive narrative. Posting blogs, case studies and service pages also strengthens your SEO over time, something that social platforms alone can’t sustain.
2. You can build trust
I’ve already touched on trust, but it is far more important than you might think. A customer that doesn’t trust you ultimately won’t convert, be it making a purchase, enquiring about a quote or filling in a form. Lack of trust = lack of sales. So if you don’t have a digital footprint (including a website and social media pages), they may back out of the funnel early.
Through a personal site, you can tell your story, show your values, share case studies and testimonials — all of which builds trust and helps prospects understand why they should choose you.
3. You can control your own narrative
I think this was the most important thing for me. Any social media content isn’t owned by you, and can be pulled or deleted at any time.
But when you own your domain and you put content on your site, you are fully in control of everything that goes on there.
I’d suggest that you start with your website copywriting before you delve into the design, shaping your messaging and positioning first, and then designing later. If you start with design, you end up shoehorning content into a visual framework that may not fit or resonate.
4. It’s a business card upgrade
If you hand someone a business card, the first thing they’ll do when they get home is hit your website, so think of it as an extended business card. It must have contact information so people can easily reach out to you, but it can contain so much more, too — case studies, white papers, informative blog posts, a portfolio, client reviews and testimonials. All of these things form and shape your brand, and how your brand is viewed by potential clients.
5. You’ll think of yourself as a real business
I heard someone say about freelancers once, “Think of yourself as a business and not as ‘just’ a freelancer”. And it’s so true. So many people say ‘I’m a freelancer’ instead of ‘I have a photography business’, almost downplaying what it is they do.
When you have a business website, it somehow makes everything seem real and legitimate. If it convinces you that you’re more than just a freelancer, then it’s well worth having.
6. You’re futureproofing for growth
When you’re just starting out, a business website may not seem like a necessity. But as you grow, it almost certainly will become one. You may not want to start a blog now, but it could be important for your site in a couple of years’ time. You don’t yet want to think about starting a newsletter and gaining subscribers, but it could be a serious income stream in the future.
Don’t hold yourself back by not building a website. When you have one from the start, you’re preparing for your future successes.
When don’t you need a business website?
Of course, there are rare cases when a business website isn’t needed or necessary, for instance, if you’re just starting out and relying purely on referrals from an agency network or corporate parent. I also wouldn’t suggest you build a website purely because you think it will instantly bring in lots of money, or that clients will flood so you don’t have to do any self-marketing anymore.
But even in the example above, a website can only be of benefit to improve your credibility and trustworthiness (to Google and users).
How to structure a new business website
So you’ve decided you do need a website after all. That’s great news! But where to start?
A home page is essential, and should summarise exactly what you do/offer and at what cost. You’ll also need an About page, a Contact page, and then some services pages that are optimised where possible.
Other pages you may want to consider include:
- A portfolio page/pages that showcase your best work and the results they achieved
- A testimonials page that highlights your best reviews from real clients
- A blog or insights section where you can share your opinions, expertise and advice
- Location pages that tell users the areas you work in.
When you’ve only just launched your business, investing time and money in a website might feel like an extra chore, one more thing on your growing to-do list. But it’s the home for your brand narrative, it’s where your tone, your story and your credibility live together.
So, if you’re serious about attracting bigger clients — agencies with serious budgets, companies investing in long-term strategy — a website is part of the package.
If you need help with any website copy, I’m here to help. I can write product descriptions, web copy, service page copy, blog articles and more. Even better, I can upload it directly for you, and do any other admin jobs relating to your website (adding meta titles and descriptions, adding alt text to images, clearing up your headings).
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