Вы находитесь на странице: 1из 13


Table of Contents
Do this before writing a single line on your homepage .........................................2

Freelancer Homepage: Must have’s..........................................................................4

Freelancer Homepage: Extras ................................................................................ 10

Freelancer Homepage: FAQs .................................................................................. 11

Freelancer Homepage: Template ........................................................................... 12

Enjoyed this checklist? Then you may find this useful as well............................ 13

© Gill Andrews, gillandrews.com 1

Even the most beautiful and eloquent homepage won’t bring you clients if you
don’t do these 3 things before you write even a single line:

#1 Get clear about your product or services:

 What services do you offer?
 What problems to they solve?

#2 Zero in on your target audience:

What kind of people are most likely to need your services? The most beautiful
website will fail to grow your business if it’s aimed to the wrong audience.

Don’t try to appeal to everybody. Instead, zero in on those who will be nefit the
most from your offer. The checkpoints below will help you define your target

 Demographics:
 Age
 Gender
 Education
 Family situation
 Occupation
 Income
 Geographical location
 Lifestyle:
 Hobbies
 Favorite TV shows & movies
 Favorite books

© Gill Andrews, gillandrews.com 2

 Pets
 Where can you meet them offline?
 Online behavior:
 Preferred social media platforms
 Forums
 Websites
 Preferred way to get information online (videos / podcasts / blog posts,
 What makes them tick?
 Problems
 Fears
 Dreams
 What’s important in life? (Values)
 How do they make the decision to buy?
 Whom do they trust?

#3 Define the purpose of your homepage:

 What is the primary action you’d like your visitors to take? For example,
opt-in to download a freebie, contact you, check out your services page,

© Gill Andrews, gillandrews.com 3

For your homepage visitors to even consider hiring you or enrolling in your
courses, they should be able to:

• Instantly understand who you are and what you do

• Understand what’s in it for them
• See you as a trustworthy professional
• See you as likable person
• Easily find relevant information and get their questions answered.

Let’s look at every part of your homepage and see what you have to do to
make sure you get the full score on all these points.

Hero Section
This is the first section that your prospects will see. The goals of your hero
sections are to:

• greet them in person and start building an emotional connection

• make it clear what you do
• tell your visitors how it could make their lives better
• tell them what they could do next.

Here’s what you should add to your hero section to achieve these goals.

☐ Your photo

 Looking either straight or towards the text / call to action (not away)

☐ Your name

☐ A clear website tagline that explains what you do

© Gill Andrews, gillandrews.com 4

Bad examples: Good examples:

Wizard of words Creative B2B copywriter

Making your ideas shine Web designer for women-entrepreneurs

Tip: To make sure that your website tagline is clear, ask yourself if you would
use the same words to explain it to a stranger. Will they understand it right
away or need you to explain further?

When in doubt, use this surefire tagline formula: {What you are}. I {do
what} {for whom} {with what benefit}.

Recommended reading: “How to Make Sure Your Homepage Sends a

Clear Message (+ 7 Great Website Tagline Examples)”

☐ 1-2 sentences explaining why your prospects should care

☐ Call to action

 For example : “Learn more”, “View services”, “Contact me”

Hero Section (signups oriented)

If the purpose of your homepage is to grow your email list, you may want a
different hero section that contains the following elements:

 Enticing headline presenting your lead magnet

 1-2 sentences describing what the benefit is
 A direct opt-in or a “learn more” button that will lead your visitors to a
dedicating landing page with an opt-in

In this case, make sure to include your name and what you do (for ex.,
“copywriter”, “editor”) on top of the page (for ex., in the top-left corner).

See an example of such here section on my homepage.

© Gill Andrews, gillandrews.com 5

Together with the hero section, navigation is one of the first spots on your
website your prospects will look at.

The goal of the navigation is to make it as easy as possible to your prospects

to find the relevant information.

Here’s what makes a website navigation effective:

 Not more than 7 navigation labels

 Positioned as your website visitors expect it (one row at the top of the
 Descriptive
 Clear
 No drop-downs

Tip: Drop-down menus irritate your visitors and lose you visits to important
pages. Reorganize the information on your website to have only top-level

Recommended reading: “4 Reasons You Must Kill The Drop-Down

Menus in Your Navigation”

Navigation Label Examples:

Vague: Clear:

Get to Know Me ✓ About

How can I help? ✓ Services

Read My Columns ✓ Blog
Support yourself
✓ Books / Courses
Get in Touch
✓ Contact

© Gill Andrews, gillandrews.com 6

Navigation mistakes:

Linking to unimportant pages (Impressum, Privacy policy, etc.)

Not linking to important pages (About us, Services, etc.)

Placing navigation menu items in unexpected places.

Using too many navigation labels.

Using creative navigation labels that are too vague

Tip: Navigation is the last place you should try to be creative. Your visitors
won’t read it. They’ll scan it for familiar labels. Anything that is unclear or
requires them to pause and think will cause irritation or will be overlooked.

Recommended reading: ”How to Turn Your Website Navigation into

an Effective Click Magnet (+ Examples)”

After your prospects understood what you do and how it can benefit them,
they’ll ask themselves whether they can trust you to do a good job.

That’s why it’s a good idea to include testimonials as soon as possible on your

Yet, not every testimonial is a good testimonial. For example, “Loved it!” is one
of the worst testimonials you can use on your website. It’s va gue and
unspecific, which make it less believable and useless for your potential

Here’s what makes a great client testimonial:

 It’s short and direct

 It’s believable:
 Uses full names and, if possible, headshots of the clients
 Is specific enough to sound authentic

© Gill Andrews, gillandrews.com 7

 It backs up your claims:
 Reinforces your unique value proposition, and/or
 Uses data behind the value service / product delivers, and/or
 Addresses initial fears of your customers and explains how they were

Example of an Effective Testimonial:

Tip: Testimonials are most powerful in context: On your homepage, About or

Services page next to the claims you make about your offer.

Don’t hide your testimonials on a Testimonial page and include more client
testimonials on your homepage and other pages every time you make a
claim about your services.

© Gill Andrews, gillandrews.com 8

Featured Services
Make it easy for your prospects to understand what you offer and include
more information about your services right on your homepage:

☐ 1-3 columns

☐ 1-2 paragraphs for each service describing:

 What it is
 Whom is it for
 What problems it solves

☐ Call to action that links to the corresponding service page


Footer is something your visitors see on every page, which makes it ideal for
drawing attention to important information, pages or products that will keep
your visitors longer on your website and help them navigate through it.

Footer must have’s: Extras:

 Links to main pages  “About me” section
 Link to Contact page  Latest articles
 Copyright  Featured assed
 Link to Privacy Policy  Email signup
 Cookie  Postal address / link to a map
 Social icons  Phone and fax numbers
 Search box

© Gill Andrews, gillandrews.com 9

Tip: You don’t have to include all these points in your footer, of course. Just
select the most relevant for your business.

But whatever you do, don’t leave the footer empty. Footer is a safety net of
your website “catching” the visitors who haven’t found what they were
looking for on your page and were about to leave.


The elements listed above are the minimum you should include to
communicate your business message clearly, to appear trustworthy and to
offer your prospects an easy way to find more relevant information.

Want to give them a gentle push into the right direction? Consider including
the following sections on your homepage.

Featured Asset
Imagine, you have a visitor on your homepage that is interested in your
services. Use this opportunity to influence what they see next about you and
your work and include a featured assed on your homepage (for ex., a lead
magnet, a book, or a course).

Present your asset using:

 An image that grabs attention

 Enticing paragraph explaining what it is and what’s in it for your
 Call to action

© Gill Andrews, gillandrews.com 10

Latest Articles
Your blog posts demonstrate your authority and expertise in your field. If you
have a blog, feature some of your latest articles on your homepage:

 2-4 latest blog posts

 Featured images
 Enticing titles relevant to your audience
 Blog post excerpts that highlight a specific benefit or ignite curiosity
 Call to action (for example, “Read more articles”) that takes your
prospects to your Blog page


Q1: Whom should my homepage target?

Most of the people who’ll visit your homepage will be first-time visitors. You
can assume that they don’t know you at all or don’t know much about you and
structure your page accordingly.

Q2: How long should my homepage be?

Your homepage should be as long as you can keep it relevant and scannable.
Make sure you have calls to action after every section so that your prospects
can leave your homepage and dive into particular topics anytime.

Q3: I don’t have any testimonials yet. What should I do?

If you’ve worked with clients already, reach out for a testimonial. If you are
just starting out and didn’t have any clients yet, offer your services to a friend
or a peer for free and ask them for a testimonial.



© Gill Andrews, gillandrews.com 11

© Gill Andrews, gillandrews.com 12
A 200+ point website checklist that is based on a 4-step strategy to get more
clients through your website and will show you how to:

• Get visitors to your website

• Make a great first impression
• Make your visitors know, like and trust you
• Convert them into clients.

For example, the image below shows the first step: Getting visitors to your

Click here to see the full checklist

About the Author

Gill Andrews
A versatile content creator and web consultant who turns underperforming
websites into slick lead generating machines. Read more of Gill’s articles on

© Gill Andrews, gillandrews.com 13