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Can I be real for a minute?
Building a website for your freelance copywriting business will NOT get you clients.
(Same goes for nearly any other client business that’s in a similar vein — other freelancer, consultant, coach, etc.)
Not on its own, at least.
This isn’t The Field of Dreams. “If you build it, they will come,” is great in fantasy, but it doesn’t work in reality.
SIDE NOTE/PROOF POINT: Many highly successful copywriters I know — who have made millions of dollars from their copywriting — DO NOT maintain a website specifically for selling their copywriting services.
That said, your copywriter website can be PART of a client-getting strategy.
And regardless of me telling you NOT to focus on building a website…
You still might want to do it. (To make your business look more professional, to feel good, to have something to show family to prove you actually run a business, etc., etc.)
In fact, I’ve had a few people approach me recently saying they want more direction for their website, for their freelance business.
If you’re going to build a website, at least do it the right way…
This is NOT about the technology or the tactics of implementation.
I have a few minor thoughts on things like using WordPress and other site builders, website hosting, and other tactical considerations.
Most of those technical details are best taught by people who build websites for a living. And they don’t matter when it comes to getting clients, anyways.
Although much of what I do involves putting things on websites…
The actual technical act of building websites has become a $10-$50 per hour skill.
The thinking behind it is a $100-$10,000+ per hour skill.
Building a website that looks pretty and has basic functionality is easy.
Building a website that generates leads, customers/clients, sales, and profits is a bit more of challenge.
And here’s the thing…
If you just build a pretty website, you will fail to get clients…
This isn’t about whether the site is pretty or ugly.
It’s just that if your focus is building a website that makes you, the creator, feel good…
That’s NOT what will convince clients to buy.
(This is universal — not just for copywriter websites.)
And here’s the thing…
If you’re operating under the assumption that your website must look nice to get clients…
And it doesn’t get you clients…
You’re just going to go back to the drawing board, again and again…
Trying to create a nicer website, and a nicer website, and a nicer website.
Probably spending more and more each time…
Going through iteration after iteration…
Your website is not making you money!
And you’re not even on the right path to make it profitable.
So, what can a freelance copywriter do to make a website that’s profitable?
Principle #1: Your website is not about you, it’s about them…
I’ve actually listed 10 Powerful Principles Behind Winning Websites, discussed in detail, in this training.
If you’re violating a single one of them, it may be making it much harder for you to generate results from your website.
But because I believe in the lesson from one of my copywriting heroes, Gary Bencivenga, to “make your advertising itself valuable,” I’m going to share this one here…
Most copywriters — who should know better — make their websites about themselves.
“I’ve been doing this for that long.”
“I’m super talented.”
“I love writing.”
Good for you.
But what’s in it for me — the person who might want to hire you?
Do you even know what result you’re going to get me that will make it worth many times my investment?
And if you know the result, how can I be confident you’ll actually get it?
Honestly, if your website does this one thing really well, it will be better than 80%-90% of all freelance copywriter websites…
Sad, but true.
But again, that’s merely principle 1 of 10, and just scratching the surface…
In this training, you’ll also discover…
Plus I share those thoughts on the technical and tactical creation of your website.
And give you a simple hierarchy for answering any website design question you might have.
Finally, I bring it all home with an example website structure for your website...
This isn't wireframe layouts for pages...
Rather, it's an example of how to apply the principles and strategies from this training...
Explaining each page on the website...
What it needs to SAY...
What it needs to DO...
To convert qualified prospects who visit your website into paying clients for your services.
By the time you're done with the training, you'll have a specific plan you can follow to create a website to generate clients for your freelance copywriter business.
Freelance Copywriter Websites was originally recorded as the September 2021 Monthly Insiders Call.
With a BTMSinsiders All-Access Pass, you get to attend these calls live plus get access to all past call recordings, including this one. Plus you get unlimited streaming access to the entire BTMSinsiders training catalog.
Video Lesson (1:04:48)
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I would have never thought to "Schedule a Call" for a CTA for each page of my site before going through this course! And I got a few more great things out of this course!
A great foundational website training course, as I contemplate the important decisions about my own website, and prioritise what to include and how. The penny really dropped when Roy explained the distinction between a website and a funnel - I needed to hear that. I left feeling more confident and clearer on my next steps now.
Thanks for being thorough with your Freelance Website training. You've laid out the necessary components of a website framework that will serve up results. The result being an appointment for a call or meeting to discuss future business together.
Hi Roy, great course.
I enjoyed your concept of a sales letter for a website.
I'll try to build mine as a one-page/homepage with all the essential content. With links to additional pages for more in-depth content (…see more).
So I can present my solution in one take, without moving the client out of the page—for an improved UX. With gratitude, Pierre.
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My business runs on a set of core values, and the first is "The Golden Rule." That means we treat others the best way we want to be treated. Whether you love or hate us or our content (or anywhere in between), we will do right by you.