Digital presence for freelancers: How to win clients with a landing page

Nearly 75% of people in the EU now regularly buy goods or services online. Those who lack a presence on the World Wide Web are missing out on significant sales and, above all, the opportunity to gain loyal customers.

That's why it's especially important for freelancers and self-employed individuals to present themselves with a digital business card. This article shows what a website needs to look like to truly reach the right clients.

It doesn't always have to be a website monster

A strong first online impression is essential for freelancers. Often, a professionally designed landing page is enough to spark the interest of potential clients. The clarity of the information presented is of paramount importance.

They should not only be accurate and direct, but also visually appealing. The principle of "less is more" plays a crucial role, as an overloaded page can quickly overwhelm visitors.

The anatomy of a perfect landing page

A top-notch landing page consists of an essential group of elements . These components, which could also be described as building blocks, serve as a guideline for designing your content.

Some may be skeptical. Isn't the goal of successful marketing to stand out from the crowd? Why limit yourself to an already established landing page format? Wouldn't that be... cliché?

We understand your concerns. However, there is a proven rule that applies here:

Master the rules in order to break them effectively

It turns out that almost all landing pages high conversion rates because they master the fundamental principles, regardless of conversion goals, target audience, or budget. This applies to every campaign you run. The main reason for this is that the structure of a landing page is designed to persuade, and certain elements support this persuasion process.

Understanding the structure of a landing page and ensuring you follow these guidelines will increase your chances of actual conversions. You can then find innovative and creative ways to further optimize it.

Take a look at the following example from web designer Tanim Khan, which we found on Dribbble. Even if your own pages are designed differently, they should still contain the same basic building blocks of a landing page structure.

In the following, we will explain each aspect in more detail.

1. Headline – A short statement as the first hook
2. Supporting Copy – A short paragraph providing further information. Can also be supplemented (as shown here) with a call-to-action button.
3. Hero Image/Video – An image, video, or animation that visually captivates
4. Subheading – e.g., services, products that are offered
5. Reinforcing Statement – ​​A short statement that sparks interest, confirms skills, or highlights the Unique Selling Proposition (USP)
6. References – Completed projects, references, and client lists can be placed here
7. Social proof – What do customers say about your services? Let satisfied customers speak for you to build trust.
8. CTA – Final call to action, which prompts the user to get in touch (or similar). This should be a single conversion goal.
9. Footer – Information such as copyright, legal notice, Privacy , etc.

Let's discuss the listed points in more detail:

Your unique selling proposition (USP)

Your unique sales approach is the decisive factor that sets your product or service apart from the competition. It answers the important question:

What makes this offer so special?

Don't be fooled by the ubiquitous idea of ​​uniqueness. Consider your Unique Selling Proposition (USP) as the strategic method you use to present your offer in a superior way compared to others.

An effective landing page must clearly and precisely communicate this offer so that visitors immediately recognize what makes your product or service so attractive.

Various elements on the page tell the story that explains why your offer is outstanding:

1. The main headline: The headline of your landing page is the first thing visitors notice. Therefore, it's crucial that it clearly states what expectations a visitor might have of your product or service. Aim for a powerful and concise headline and state your unique selling proposition directly – this area is not for poetic obfuscation.
2. A supporting headline : Headlines should be short and concise. Subheadings can occasionally be used to provide additional information, but it's important not to overdo it. As with the main headline, shorter is better. A supporting headline can either directly complement the main headline and round out the idea (though the main headline should be understandable on its own), or it can offer added value and deliver a secondary, persuasive message that relates to the main headline.
3. An optional reinforcing statement: On a large landing page, it's helpful to remind users of your unique selling proposition (USP) with a supporting message in the middle of the page. When writing this, consider what information your readers already know and what they might be missing on their first visit. Highlight your unique selling proposition clearly after visitors are sufficiently informed and engaged.
4. A closing statement (optional): A conclusion reinforces your unique selling proposition and offers the visitor one last chance to convert. It's your final message, the climax of your offer's narrative. Make the most of this opportunity. A compelling conclusion can create a sense of urgency or remind the visitor why they're there. On a click-through page, your call to action should also be highlighted to prevent further scrolling.

Hero Image

A good first impression is crucial, and the header image or background video is often the first visual element that visitors see on your website.

Ideally, the header image should clarify the context of your page. Evoking emotions through authentic images of real people is particularly effective, while clichéd stock photos should be avoided.

In our example, the hero image shows the freelancer himself with a powerful quote. This immediately creates an emotional connection and expresses the web designer's self-confidence.

Benefits for the customer / Performance features

To convince the majority of people, your landing page needs supporting text that goes beyond the subject line. The key is to explain concrete benefits in detail, along with the product's features

What is the difference between features and benefits?

A feature is a specific characteristic of your product or service, while a benefit describes the positive effect that results from that feature. (Here's a simple example: Your visually appealing website may look great, but the benefit is that it generates customers for you.)

It's often advised to focus on "benefits" rather than "features." However, to increase your conversions, it's generally more effective to present features and benefits together—ideally with the benefit listed first.

For example:

• “Our web design will bring customers to you.”
• “With our simple website builder, you can create landing pages independently and without the support of a developer.”

Social Proof / References / Testimonials

Social proof, simply put, refers to how the behavior of others influences our decisions. This can explain, for example, why everyone suddenly goes to Taylor Swift concerts or why you might regret getting a unicorn tattoo after your friend talked you into it.

Social proof can appear in various forms on a landing page:

• Direct quotes from customers
• Case studies (or links to them)
• Video interviews or testimonials
• Logos of client companies
• Reviews on platforms such as TrustPilot, Google, ProvenExpert or Capterra

Social proof is undoubtedly one of the most effective tools available to you. However, two best practices be considered.

First: Authenticity is essential! If someone is dishonest, it will be difficult to regain trust.

Secondly : Be specific. If possible, share the details of who, what, when, why, and how your customers' experience happened. A customer testimonial is all the more convincing the better potential customers can identify with the person giving it.

Pro tip from the landing page experts at Unbounce : Increase the credibility of your testimonials by using real customer names and photos instead of stock images and made-up names.

Call to action (CTA)

There are numerous advanced tools for creating effective calls to action (CTAs).

Here are three basic tips to help you get off to a successful start:

1. Avoid boring button text like “Click here” or “Submit” . Use clear and inviting language to explain to visitors what they can expect from their click (e.g., “Request a free initial analysis now” or “Receive a 25% discount on my services” ).
2. Keep forms as short as possible and include a Privacy statement to ensure the security of your data (and GDPR regulations).
3. Since even minor changes can have a significant impact on your conversion rates, CTAs are ideally suited for A/B testing .

SEO for strategic visibility

The website's structure should be intuitive and easy to navigate, allowing visitors to effortlessly find the information they need. This includes clear menu navigation and prominently displayed calls to action, such as contact buttons or inquiry forms.

SEO consulting is another important aspect that shouldn't be underestimated. Well-planned search engine optimization ensures that the website not only looks appealing but is also found by the right people.

Optimization includes the targeted use of keywords, improved loading times, and ensuring that the website looks and functions well on all devices. These measures help the website rank higher in search engines and thus gain greater visibility.

You can find a detailed analysis of this in our article: The Role of SEO .

Expert tips and best practices for optimizing your landing page

Many potential clients prefer to find freelancers online first, rather than calling them directly. Specially designed landing pages are extremely effective at converting visitors into customers after they've clicked on an ad banner or a search engine listing.

The effective design of your website or landing page plays a crucial role here. Otherwise, visitors could leave faster than you can say "customer acquisition"

Here are some valuable expert tips from industry giants like Unbounce , Hubspot , Wix , Leadpages , and GetResponse for an effective landing page to ensure you gain new customers:

01 Customer-benefit-oriented headline

Create a compelling headline to keep visitors engaged. In my years of experience, I've found that seven to eight out of ten people who visit a landing page quickly leave.

To ensure a low bounce , visitors must understand what to expect within a few seconds. The headline is the first thing visitors notice, so it must precisely convey the value of your landing page and your offer.

The same applies to your own landing page. Therefore, it is crucial to choose a clear, direct, and appealing headline.

02 Choose visual media that highlight your offer

For example, choose a hero image that clearly illustrates your offer.

The purpose of an image is to evoke emotions and clearly illustrate how visitors will feel when they use your offer. Certain images may be more effective than others, so you should always A/B test your options.

03 Place the lead form in the primary viewing area (above the fold)

Your lead form or CTA button should be easy to find if potential customers want to convert immediately – you don't want them to have to search through your landing page to find your offer.

“Above the fold” means that visitors don't need to scroll to reach the form – it's immediately visible when the page loads. This can be a form itself or an anchor link to the form. Even better: Design your layout so that it scrolls with the user as they navigate down the page.

04 It has to be the right content

The content on this website isn't about what we freelancers like. Rather, the design is driven by the question, "What do my potential clients want to see?" Authenticity plays a central role, as it reflects the freelancer's personality and expertise.

Blog posts that offer insights into one's work methods or share helpful tips establish the author as an expert in their field. A well-maintained portfolio demonstrates the breadth and quality of previous work to potential clients.

Testimonials and references from satisfied customers add another layer of trust. These positive reviews are often the most convincing content on the website, as they provide firsthand confirmation of satisfaction and the results of the services.

Including such reviews can significantly increase credibility.

05 Ask only for the information you need

It is important to gather comprehensive data about potential customers. The amount of information you should request depends on various factors, such as customer brand awareness, the stage of the buying journey, and the level of trust.

In your lead form, only ask for the most essential information to keep the barrier to entry low. A name and an email address are perfectly sufficient to generate a new lead.

06 Remove all navigation options

The goal of your landing page should be clearly defined: to convert visitors into leads. All distracting links – including internal links to other pages on your website – can hinder this goal.

Remove all other links on your page to focus visitors' attention specifically on your call to action.

07 Optimization for smartphones and tablets (Responsive Design)

Adapting websites to mobile devices like smartphones and tablets is essential in today's digital landscape. Statistics show that over 50% of global internet usage now occurs via mobile devices, making a "mobile-first" approach crucial for freelancers.

A responsive website that adapts flexibly to different screen sizes is therefore no longer just an option, but a necessity.

08  Short loading times

Fast loading times are crucial for a website's success. Studies show that users lose patience when a page takes too long to load. A mobile website that loads in 2.4 seconds achieves an average conversion rate of 1.9 percent.

Even a delay of just one second leads to a drop in the conversion rate to 1.5 percent. With a loading time of 4.2 seconds, the rate even falls below 1 percent (according to a study by Soasta ).

For this reason, it is of utmost importance to ensure that landing pages load quickly. You can easily check the loading times of your websites Google's PageSpeed ​​Insights tool or GTmetrix

9. Respond proactively to objections

A key aspect of writing persuasive copy that motivates readers to take action is anticipating and addressing potential objections. This skill requires tact—or at least the support of a trusted advisor.

After you have carefully addressed all the relevant points, it is advisable to put yourself in the shoes of your potential customer and address possible doubts or objections in advance. Let's say you claim: "We have already helped 250 companies acquire new customers."

Your potential customer might doubt this statement—unless you can back it up with compelling references. Analyze every element of your page in this way (or seek advice from a neutral consultant) to eliminate any potential objections. Use questions from visitors to your landing page as valuable feedback to continuously improve your text.

To ensure that your landing page meets the requirements, it is recommended to obtain constructive feedback from your first converted prospects.

10. Use click triggers

Click triggers are crucial elements in the world of online marketing, eliminating any lingering doubt in visitors' minds before they make a conversion decision. They act like likely amplifiers – a term I coined to describe this important function.

Imagine these triggers as small but powerful impulses that support and encourage potential customers to take the step towards action.

These click triggers are strategically placed alongside your call to action (CTA). They not only provide your potential customers with a clear prompt to take action, but also create an atmosphere of trust and security. By providing reassuring information and addressing uncertainties, they reduce the risk associated with conversion. This is especially important in times when consumers are more hesitant and have concerns about entering their data or making purchases.

In the following section of this text, I would like to present some practical ways in which you can effectively use click triggers:

• Money-back guarantee
• Easy unsubscribe.
• Quote from a satisfied customer
• Back cover text for "What to expect."
• Price reductions
• Privacy policy
• Another creative method

11 Simplicity is key

A responsive design ensures that the website looks and functions just as well on a desktop computer as it does on a smartphone or tablet . This is crucial, as poor display on mobile devices can quickly deter potential customers. Furthermore, fast loading times are critical for the user experience.

Easy navigation is also of great importance. Menus and interactive elements must be designed to be easy to use even on smaller screens. Large, easily clickable buttons and legible font sizes help to improve usability.

These optimizations help to increase user-friendliness, which in turn increases the likelihood that visitors will become active customers.

12. Test, test, test

All the considerations so far sound very promising in theory. However, since every company and every freelancer is unique and every target group has individual needs, it is crucial that your texts are effective.

How can you ensure that your chosen text achieves the desired effect? ​​Where is the optimal placement for your call to action? Which color scheme and image will lead to the best results?

The answer lies in testing. Split testing , also known as A/B testing , should be familiar to you as a marketing professional. Split testing your landing page will guide you step by step to optimal results.

Only about half of companies regularly conduct tests on their landing pages. If you neglect this, you can't be sure whether your page is successful, even if you follow all the important marketing strategies.

It is therefore essential to test your landing page! A/B testing is particularly suitable for this. With this method, 50 percent of clicks are redirected to landing page A, while the other 50 percent go to landing page B. Initially, both pages are identical. One of the pages is then gradually modified; for example, a button can be moved or the font changed.

After each modification, an evaluation is conducted to determine how the conversion rate has changed compared to the original page. Here you will find detailed instructions on how to create your optimal landing page.

software or an online tool from one of the market leaders for testing This article explains how successful A/B testing with HubSpot HubSpot Knowledge Base: Run an A/B test on your page .