How to Build Freelancer Landing Pages That Convert

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By giving online marketing a shot, the odds are that you’ll come across terms you might not know. One of such concepts are landing pages. They seem pretty obvious, but they’re not that simple as you might think they are. Building a freelancer landing page may look like a straightforward piece of work, but there are lots of things you need to take into consideration. 

Especially if you’re a freelancer trying to self-promote in the sea of competition. Even more so, because people predict 53% more demand for freelancing. For this reason, you need a landing page that will stand out above the rest and follow a few principles listed below.

Here’s an explanation of how to build a well-converting freelancer landing page.

What is a landing page?

Example freelancer landing page
Example landing page

But first, if you don’t already know what it is, here’s a definition. A landing page is a page whose sole purpose is to convince a prospect to buy a product, use your service or just leave their email address to get something for free, e.g. an ebook. This, in turn, allows you to market yourself further using all those email addresses that you have in your database.

You can’t stress the importance of landing pages enough. A great page can land you as much as a 12% conversion rate. This means that 12% of the visitors that landed on that page have chosen to leave their details. You can consider a landing page to be a follow-up to anything you’ve said through your content.

The main difference between, say, a home page and a landing page is that a landing page is much more focused on a call to action or a form to fill. There shouldn’t be any distractions there, apart from the offer, a CTA, and a snappy headline.

It largely depends on what kind of landing page you want, and there are lots. Here, we’ll focus on a freelancer landing pages. I’m sure that you’ll be able to create one yourself, as using a landing page builder is like a walk in the park.

How do freelancer landing pages differ from regular ones?

The thing is, you don’t really try to get your visitors to leave their contact details. What you’re doing here is trying to get them to use your services. That’s the main difference. A regular landing page may look something like this:

Regular landing page example
Regular landing page

Now, this page probably has some reasonable conversion rate. It’s simple, concise, has no distractions and looks pretty. But that’s not really what you want. It has no features that would sell your service to a customer. It doesn’t tell anything about you. Such landing pages are suitable for non-freelance businesses trying to sell their product. You won’t find this kind of page useful at all. And a great landing page is surely a great means of building your personal brand.

So how the page should look like, you may ask?

Great freelancer landing page
A great freelancer landing page


That’s probably the most important part. What does a visitor see first when they open a landing page? The headline. That’s the point where you need to induce some emotions on the visitor. It has to be snappy, short, to-the-point and most importantly – attention-grabbing. You’ll want to use strong words and be concise with your message.

Hero shot

It’s a photo or a graphic that will contextually match your services. It’s not obligatory; you might want to keep it simple, although most people like eye-candy. Aim for something that depicts the industry you work in and let it be a tad personal. A headshot of you can be enough.


You’ll want a short, one-sentence bio and a hyperlink to find out more about you. Don’t write too much. Again, landing pages need to be concise and to-the-point.

Furthermore, you need a short description of your services. It should be written in the same fashion as the short bio.

Social proof

Testimonials, quotes or other social proof is a must. You need to prove that your services are worthy of their price and what better way of doing that than showing your visitors happy customers?

Testimonial example on a freelancer landing page


A link to your portfolio is another crucial element. If people somehow find their way to your landing page, it’s a signal that they’re looking for a particular service. You will need to advertise yourself with your previous work to show them your capabilities.

Call To Action or an opt-in form

And last, but not least, a contact form to fill, or a CTA. Be it a read more, contact, or hire button; you need it. After all, that’s what you’re trying to do – get your visitors to hire you.


Good practices

Get a grip on who your buyer is

You need to picture an average client of yours. What are their needs, problems, goals? What’s the demographic? You will need to answer all of these questions to create the perfect landing page. Without a buyer persona, you can’t go anywhere.

Write an emotion-inducing headline

Use strong words. Be clear about your service and promise your visitors that you’ll indeed do good. Above all, don’t beat around the bush in your headline. Focus on what you want to convey.

Keep your offer short and concise

Most importantly, offer a solution to the buyer persona’s problem. Another thing you can implement into your landing page could be some piece of free content to get the visitor to leave their email. Don’t write an essay about your offer; straight-to-the-point content converts much better.

Steer clear of overused sales phrases

You’ll want to get rid of phrases such as:

  • World-class
  • Industry-leading
  • Breakthrough
  • Innovative
  • Revolutionary
  • The best
  • Most something
  • Superior quality.

These are phrases that provide no information and are just annoying filler words.

SEO your page

What’s hugely important, too, is to get your page optimised. Make sure that it displays well on mobile, use the right keywords (but don’t stuff them!), fill meta tags and descriptions, make it valuable.

How to get to it?

Now that you know what to avoid, and what to do, how should you get working? Well, there are two ways – the easy one and the harder one. You can simply hire professionals to design it for you. But where’s the fun in that? 

Nowadays, you don’t need to be a programmer or a designer to do it yourself. All you need is a landing page builder. There are tons of tools that even offer free trials for you to build your landing page. All of them have accessible, drag-and-drop interfaces to and I’m sure you’ll get the hang of it quickly. When it comes to optimisation, there are SEO tools to help you with that, too.

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