Website Copy for Freelancers: How to Write Words That Convert Clients
The Problem Most Freelancers Face With Website Copy
When it comes to website copywriting for freelancers, most struggle with one thing: turning visitors into paying clients. Writing about your own business feels harder than it should. Do you lead with your experience, your services or your story?
At Webora Creative, we often hear things like:
- “I don’t know how to write copy that will get people to convert.”
- “I’m writing about my credentials and expertise, so customers know they are in good hands.”
The problem? Copy that focuses on you instead of your clients often falls flat. Visitors don’t want to read a resumé. They want to know one thing: “Can this person solve my problem?”
If your freelance website copy isn’t answering that question in the first few seconds, you’re losing leads. In fact, research shows you only have 7 seconds to capture attention online before users click away.
Why Client-Focused Copy Converts Better
Imagine two freelancers:
- Freelancer A fills their homepage with their story, experience, and qualifications. It reads like an “About Me” page stretched across the whole site.
- Freelancer B opens with the client’s struggle: “Tired of chasing leads that never convert?” Then they position their service as the solution.
Who do you think gets the inquiry?
The difference is simple but powerful: one talks at clients, the other talks to them.
When you use your client’s own language, acknowledge their pain points, and paint a picture of the outcome they want, your copy moves from forgettable to magnetic.
Practical Steps to Write Website Copy That Speaks to Clients
- Listen to your clients’ words.
Use the exact phrases they say in emails, discovery calls, or testimonials. If someone tells you, “I just want a website that doesn’t look DIY,” that’s headline material. This is called Voice of Customer copywriting, and it builds instant trust.
- Lead with benefits, not features.
Instead of: “I offer 60-minute strategy sessions.” Try: “Walk away with a clear plan so you stop spinning your wheels.”
- Keep it simple.
Clients don’t need jargon. They want to quickly understand what you do and how it helps them. Write at a level a 12-year-old could understand.
- Back up with proof.
Once you’ve hooked them emotionally, support it logically with testimonials, stats, or quick case studies. Example: “After updating her copy, a client doubled inquiries within 2 months.”
- Make the next step obvious.
Every page needs a CTA: Book a call, download a guide, request a quote. Don’t leave readers guessing what to do.
5 Quick Copy Fixes for Freelancers
Want to improve your website today?
Start here:- Change every “we” to “you.” → Makes your copy instantly more client-focused.
- Swap features for benefits. → Instead of “SEO audit,” say “Rank higher and get more leads.”
- Cut jargon. → If your client wouldn’t say it, don’t use it.
- Add one client phrase to your homepage. → Use words they’ve actually said in calls or reviews.
- Add a clear CTA button. → “Book a Free Call” works better than “Learn More.”
Common Pitfalls to Avoid
Even the most talented freelancers slip into these traps:
- Writing too much about yourself. Visitors want their problem solved, not your career history.
- Using jargon. “Proprietary frameworks” and “integrated solutions” don’t mean much to a client.
- No clear CTA. If your homepage ends without direction, visitors will leave instead of convert.
Avoid these, and your copy instantly becomes more persuasive.
Ready to get clients from your website?
Your words are just as important as your design. If your site looks polished but the copy isn’t resonating, you’re leaving money on the table.
At Webora Creative, we help freelancers transform their websites into lead-generating assets. Whether you need minor copy tweaks or a full copy revamp as part of a rebrand, we’ll craft messaging that speaks directly to your clients and converts.
Source: https://weboracreative.com/understand-your-users-crafting-website-copy-that-speaks-directly-to-them/
