What Every Creative Freelancer Really Needs on Their Website
If you’ve ever sat staring at your website, wondering if it’s really doing its job, you’re not alone. I see it all the time with creative business owners: a beautiful site that looks lovely… but isn’t getting the enquiries rolling in.
Here’s the thing: your website doesn’t need to be big or complicated. But it does need to work hard for you, not just sit there looking pretty. Think of it as your 24/7 wingwoman: introducing you, showing off your talent, and quietly convincing dream clients that you’re “the one.”
So, what are the essentials? Here’s what I’d recommend to any fellow creative who wants their site to feel personal, professional, and powerful all at once.
A Homepage That Feels Like a Warm Welcome
Your homepage is your first impression, and it needs to feel like a warm hello. But it also needs to make it immediately clear:
Who you help
What you offer
Why someone should keep scrolling
Start with a headline that’s clear, not clever. Something like “Brand identity design for small, soulful businesses” is much more helpful than “Creating your vision.” Add a photo, a short intro, and a friendly call to action. You want someone to land on your site and instantly think, Ooh yes, this is exactly what I’ve been looking for.
An About Page That’s More Than a Bio
Your About page is where the real connection happens. People aren’t just looking for a service, they’re looking for a person they trust.
Here’s what to include:
A warm intro that shares your story or “why”
A bit about how you work or your values
A headshot or behind-the-scenes image (yes, it really helps!)
A gentle nudge toward working with you
Don’t be afraid to show some personality. You don’t need to sound super formal, just be you. Clients hire creatives they feel a spark with.
A Portfolio That Tells the Story Behind the Work
A lot of creatives pop images into a grid and call it a day, but your portfolio has so much more potential than that. Think of it as a way to tell mini case studies or stories.
For each project, try adding:
A bit about the client and what they needed
What you created and your process
The result or impact
A kind word from the client, if you’ve got one
You want potential clients to see themselves in the work and feel confident that you get it.
A Services Page That Makes it Easy to Say “Yes”
This is where things can fall apart quickly if it’s not clear. You want your Services page to feel helpful and easy to navigate, not overwhelming.
Try including:
A short intro about how you work or your approach
A breakdown of your offers with simple, friendly descriptions
What happens after someone enquires (a little process outline goes a long way)
Starting prices, if that feels right for you
A clear button to take the next step
Think of it as guiding someone through the decision with care, like a good shop assistant who knows when to step in and when to let you browse.
A Contact Page That Feels Inviting
You’ve caught their attention, now don’t lose it at the final hurdle! Keep your contact page simple but warm.
Include:
A short, friendly message that encourages them to reach out
A contact form with just the essentials (don’t overcomplicate it)
Your email address too, for those who prefer a direct line
A quick note like “I usually reply within 2–3 working days” so they know what to expect
Bonus points if you add a little thank-you message or redirect after someone hits send. Small touches = big reassurance.
And If You’re Up for It: A Blog or Resources Page
This one’s optional, but if you enjoy showcasing your expertise a blog can be a lovely way to share your skills, boost your SEO and showcase the knowledge you have learnt over the years.
Some ideas that work well:
Behind-the-scenes of a project
Tips for working with someone in your field (e.g. “What to know before hiring a brand designer”)
Common client questions you get all the time
Don’t pressure yourself to post weekly. One really helpful, well-written post every couple of months can still do wonders.
Final Thoughts
Your website doesn’t have to be big, complicated, or perfect. But it should feel like you, show off the heart of your work, and gently lead people to the next step. When it does that, it becomes so much more than just an online brochure, it becomes a real partner in your business.
And if you’d rather not do it all on your own? I’d love to help. I design simple, soulful Squarespace sites that feel like you and that actually work.
Fancy a free discovery call? Let’s chat and see how we can bring your dream website to life.
