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SEO Case Study: How to Attract More Freelance Clients Than You Can Handle

Do you want to learn how to attract more clients than you can handle?

The problem with starting an online business is finding paying clients and customers who can become the base of your business’ foundation.

Most budding bloggers and online business owners sign up for traditional job boards like Upwork or Elance, or waste money on Google, Facebook and traditional advertising.

I DO NOT recommend this.

Why? Because I believe that the freelance job board system is broken, since these avenues can cost a lot of time and money with little-to-no results to show for it.

SEO case study: Getting real results

In my dealings with establishing my own freelance business, I found a simple SEO strategy that allowed me to stop wasting time seeking out new clients and get them to come to me instead.

I’ve implemented this case study for a couple of years now, but re-visted my strategy in January 2016 when I wanted to take on more freelance clients. I received the following results:

This strategy can also help you get similar results. You’ll be able to attract more clients and money, while being able to spend time developing the relationships you already have.

In other words, with a Services Page you can stop focusing on the hunting and gathering part of freelancing and can start growing your biz.

1. Create a services page

The first step is to create a Services page on your blog or website. This is a page that details the services and packages you offer to other business owners.

I recommend only offering 2-3 main services with some sub-categories of offerings underneath them. Offering too many services can become confusing for potential clients.

Time and money are your most valuable resources as a business owner and a good Services page will help you use both of them wisely by helping new clients come to you.

It’s the first impression of what new clients click on to learn more about you and potentially hire you. So make sure this page explains what you offer as well as what you don’t.

You already know the benefits of blogging when you have a small business and you can link to your Services page in blog posts and social media accounts to drive more awareness of your services.

Click here to see an example of my own “Hire Me” page.

2. Choose a specific search phrase

Now that your page is set up, the next step is to choose a specific search term.

What do you want to be known for? What’s your job title? When a potential client uses a search engine to find someone with your job description, you want to be one of the first results.

Start by choosing an SEO term that’s relevant to your business and industry. I’m a freelance finance and business writer who’s been blogging full-time for 3 years so I choose the SEO term “freelance business blogger”.

If you search this term in Google I’m often the first or second result (behind the regular ads).

seo case study examples - freelance business blogger

If you’re not sure what term you should rank for, take time to research what your competition is ranking for and what some of the most popular search terms are for your industry.

You can even make up a term if you know people will be looking for it.

Example: My friend Christina is known as the Media Maven.

If you were a customer seeking out someone like you, what search phrase would you input into Google? A variation of this term is usually a good bet to rank for.

3. Get your Services page to rank naturally

You can see the example of my own “Hire Me” page that I’ve used the term “freelance business blogger” in several different forms naturally throughout my page.

  • Once in the headline
  • In the alt tag of the image
  • In the first couple paragraphs

You’re a real person trying to target other people so make sure you’re writing in an understandable and concise way so you can start ranking for your search term naturally.

Don’t pump your page full of SEO terms — less is more in this case.

Use different variations of the term you’re trying to rank for, just like you would when you’re having a conversation with someone in person.

You won’t repeat the same phrase over and over and over again when you’re describing something. We use multiple adjectives and terms to explain a particular topic.

The same rule applies to your Services page.

6 things to attract more clients

A good Services page will help weed out low-paying clients and jobs that aren’t the right fit.

Plus, having a good explanation of your services and rates will save you time emailing back-and-forth with potential clients only to find out that, in the end, they’re what you’re looking for.

When creating your own version of a services page, there are five things you’ll want to include:

1. A detailed explanation of your services, offerings and packages.

Include a description of what you’re offerings and services are, as well as what you don’t offer.

Make both of these points clear so potential customers can easily understand your skills and areas of expertise. And keep your services paired down to only 2-3 offerings.

2. Examples of current work and links to samples.

Current samples will allow potential clients to view your work and see if you’re a good fit for their business. You do need to keep your samples timely and relevant to your business now.

A sample from two years ago is not a good testimony for your business. You should also include a link to a more extensive portfolio if possible so clients can see more of your work.

3. A personal photo (and story).

People want to work with other people, even if they run a company, so make sure you put a nice, clear photo of you on the page too.

A headshot is ideal but you want it to have some personality too, so anything that showcases you and what you’re about will work wonders.

4. Your starting rates and prices.

List at least a starting rate or price for your services so you can weed out low-ball offers. This will save you time and potential clients’ time too.

You don’t have to share a specific price if you’re not comfortable with that, just include a range of prices or a starting price point.

5. Testimonials from past clients or case studies.

Testimonials and social proof makes you seem more reliable to potential clients. Testimonials also showcase your skills without you having to be boastful of your own work.

If possible, your client testimonials should include specifics like how you helped their business grow with results and real numbers.

6. A contact form and email address that’s easily visible.

Don’t forget to include an email address to help clients contact you easily. Or take it a step further and include a contact form to make your Services page convert even more.

best business checking account

3 mistakes to AVOID on your Services page

Likewise when you’re crafting a Services page that attracts potential leads you want to avoid these three common mistakes:

Including a sidebar.

Keep your Services page as clean as possible so potential clients are not distracted away from hiring you. The whole purpose of people visiting your page is to hire you, not to click on ads, right?

Having too much information.

Including your services and examples of your work is important, but you don’t want to overwhelm potential clients. If your Services page gets too complex, or you offer too many services, you’ll overwhelm your customers and drive them away.

Break down your offers and simplify them at the bottom of the page. You need to be constantly re-evaluating your page to include the latest and most relevant work samples possible.

Forgetting a contact form.

Include a contact form on your page. This particular tip has been one of the biggest game changers for my freelance business.

A contact form allows clients to contact you without having to click around too much. And it avoids the possibility of them misspelling your email address and never reaching you.

Having an optimized Services page that converts will result in you having more clients and jobs than you can handle.

My own “Hire Me” page produces multiple leads and opportunities every single week!

The results of your Services page will help you attract more clients with better-quality leads. And this will be reflected in your bottom line as you’ll be able to earn more money.

You’ll also be able to be in control of your business by only taking on projects you enjoy and want to work on.

The bottom line is that using this simple SEO strategy within your Services page is an easy way to take your business to the next level. You’ll attract more clients without even trying and find more work than you can handle.

Doing so will save you time and increase your income with only a little work up-front to set up the page and maintain it with current information as your business grows and changes over time.


Want to attract more clients than you can handle? Here's a case study showcasing exactly how I did this with my blog.

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  1. Deb says:

    Thank you very much for this blog post. The information is very valuable as so many times a blogger wants to put everything on the front page and nothing stands out from the rest. I like the idea of putting a link to your samples and using as many “natural” SEO words as possible to rank in the search engines.

    Thanks for sharing.

  2. Melissa says:

    This is awesome, Carrie! I need to update my Services page – would you recommend a ‘Services’ page instead of a ‘Hire Me’ page? Do you think Services sounds more professional?

    Thank you for sharing your tips – you’re the master at getting clients, so this is really invaluable!

    • Carrie says:

      Yay! Glad I could share some tips that you implemented, Melissa. I actually think you could go either way with Services or Hire Me page. I’ve called mine both in the past, maybe just experiment and see what you like better. I do agree that Services may sound more professional, which could be a pro or con depending on the client you’re trying to connect with. Hope that helps!:)

  3. Lisa says:

    Another great tip Carrie..I am finishing a book and want to pursue more guest blog writing and speaking opportunities…This info is very timely and useful.

  4. Vicky Cox says:

    This is nothing short of brilliant Carrie! It never occurred to me that clients would really seek me out. Needless to say, I need to up my game with my website and Hire Me page.

  5. Samm says:

    How about using a personal photo? That seems to have missed mention. Since seeing the person behind the website establishes who you are, and that you are legitimately running a services business online.

    • Carrie says:

      Excellent point, Samm! I totally forgot about that tip and went ahead and updated the post to add it in. A personal photo is SO SO important when trying to connect to other clients. They want to see who they’re working with! 🙂 Thanks for the reminder.

  6. Lina Morales Chacana says:

    This valuable information got to me right on time. Thank you for providing information that is direct, clear, and with examples!

  7. Hi Carrie,
    Enjoyed your post. I had not seen your blog before, but I will look for it again. My blog needs a good, clear services page, and you have motivated me to work on it. Thanks!

    Dr Rin Porter

  8. Hello!
    I recently re-branded myself under my new website:

    I did my best to follow your instructions and implement the strategy that you’ve laid out here with a bit of my own flare. Do you have any recommendations for next steps? Are there any other steps that I should take to get my site to rank for my chosen keyword?

    I’m in the process of producing more blogs for SEO purposes (and, of course, to provide quality content to other business owners), however, I didn’t know if there was anything more you’d suggest?

    Thanks so much for sharing this with us!



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