The Most Important Thing an Author’s Website Must Do
by Kayli Barth
About 8 years ago, I had just recently moved across Canada to Montreal
and I was working at a job I haaaaated.
See, the first language here is French and as an English-only speaker, my job options were pretty limited.
The job was terrible. I had a one-hour commute each way and got zero vacation days in my first year—which made it basically impossible to enjoy this new beautiful city or make any friends or have any sort of a life.
I was miserable. I felt like my soul was being sucked out every single day in that office.
I knew I needed a way out. And that’s when I discovered the world of online freelancing.
I Started My Freelance Career on Upwork
At the time I had no idea how to freelance. No one in my network was freelancing, and I didn’t know anyone who hired freelancers. I had no portfolio, no experience running a business or working with clients, no website, nothing.
But I still went for it.
I created a profile on UpWork and started pitching to get jobs. And y’know what… it worked! I got a contract right away working for a marketing agency for a few hours a week.
I built up my roster of clients, doing content writing, social media management, and pretty much anything online marketing related, and I left that job within six months.
My freelance business has transitioned from marketing to web design, but writing content and blogging still plays a big role.
Is Having a Blog a Good Idea for Writers?
When I began freelancing, I had a lot of friends asking me how I was able to travel so much and spend my time working from cafes.
I started The Freelance Hustle to share what I was learning. I wanted everyone to know that if I could do it, they could do it.
I think creating a body of work is one of the most important things a freelancer can do to market themselves. It allows you to build credibility as an expert, show your skills, and build an audience.
Not to mention that consistently creating content is great for SEO and gives you more to share on social media.
For writers, blogging is the best way to do that.
Traveling has been a big part of my lifestyle since going freelance. This is a shot from Spain a few years ago.
What a Well-Designed Website Should Do
A well-designed website does 3 things:
1. Gets the attention of your ideal client
2. Tells your ideal client in one second what you do and why they should care
3. Gets your clients to book initial consults with you or fill out your form to learn more
A good website guides the reader to take the actions you want them to take. It draws them in and makes them want to stay and get to know you. They’re never left feeling confused or wondering “what do I do now?”
When you land on a website that has a good design, it’s not just about the colors and fonts. It’s about the entire experience you’re having.
Good websites just make sense when you’re using them.
The Top 3 Mistakes Authors Make with Their Websites
1. Not having a value proposition front and center.
A website user should understand what you do, who you help, and how you help them within two seconds of arriving on your site.
Put your value prop on your home page so every visitor can see it right away.
2. Not considering their ideal client.
I see a lot of websites that use whimsical fonts and colors because they want to look fun, and when I ask the freelancer who their clients are they say “corporate types.”
Your website should include some of your personality, but ultimately it’s about attracting the kind of clients you want to work with.
3. Not growing an email list.
Website visitors tend to not come back if you don’t have a way to connect with them. An email list is the best way to build an audience and keep people coming back.
The elements you use on your site will give off a vibe. You want to make sure that vibe matches what your clients are looking for—and add a bit of your personality to make it yours.
What is an Author Brand?
A brand doesn’t have to mean that you have a perfect logo and color palette, and that your Instagram page looks ultra curated and everything matches.
Building a brand is about connecting with your ideal audience. Understanding what they’re looking for and showing up consistently to deliver that.
My three tips:
Get clear on your message.
Who are you helping? How are you helping them? What’s the VALUE your truly bring to your clients?
Go a level deeper on that value if you can.
Sure you might save your clients time by writing their blog for them, but what does that do for them? Help them earn more money, spend more time with their kids, fulfill their dream business vision, reach thousands of people? Get to the emotional level as well as the practical.
Include your story.
As a freelancer, your business is YOU and your ideal clients will be drawn to that. Don’t forget to weave your own story in.
How I Attract New Clients
Honestly, I just ask my readers what they want.
I send out a survey once a year to ask where they’re at and what they need. I read every email reply. I chat with my readers on social. And I look at my Google analytics. And then I make helpful content to answer their questions.
When business is slow, I might do a promotion or send a few extra emails about my products and services. But the strategy doesn’t change much—make valuable content, share it.
Scripts and Templates Available for Freelance Writers
Our readers at The Freelance Hustle were continuously asking for scripts and templates to get more clients, so I worked with a freelance writer to develop a set of templates and a whole program around using them to pitch.
It was a lot of work to set up! But we’re happy to be able to be able to share this with our readers and help them get over the fear of pitching.
Next I’ll be making a course for freelancers to DIY their website.
Most Helpful Project Management Tool
I love using HoneyBook to manage my clients. It allows you to send well designed proposals, invoices, and contracts, and can be set up to automate the entire client experience—like sending questionnaires and follow up emails.
It looks great, saves so much time, and makes you look like a super organized professional.
Smart Online Business Strategies for Authors
Build an email list.
Start now and focus on it. This isn’t new advice, but that doesn’t make it any less important! Having an email list opens doors to being able to promote new products and services waaaaay easier.
Share your stuff. Constantly.
Self promotion feels weird for a lot of people, but it shouldn’t. If you aren’t constantly sharing your work and your expertise, how will people know what you do?
Make it easy for people to book you.
Have a “Work With Me” page on your website with a call-to-action to book a call with you. Or create an inquiry form on your site.
Explain your services on your website, and show your prices if you want (this usually helps keep the budget buyers from bothering you).
Don’t make me hunt for you. Make it easy.
Make it easy for people to contact you with an inquiry form right on your site. This is from a site Kayli designed for a client.
* * *
Kayli Barth is a web designer and founder of The Freelance Hustle, a community and resource hub for freelancers who want to build a solid brand, attract better clients, and grow their business. She’s also a User Experience Designer for some of the world’s leading marketing software.
She’s slightly addicted to: designing digital planners and stickers, coffee and baked goods, and re-watching Gilmore Girls. You can find her working from her home office in Montreal or cafe-hopping across the globe (pre-COVID).
For more information on Kayli and her work, please see her website, or connect with her on Instagram.
Featured photo by Monoar Rahman from Pexels.
