You’re venturing out on your own as a social media marketer, starting a small or solo venture to help clients crush their SMM goals. That means that you need to create a website as a social media marketer.
And here’s the harsh reality: Most social media marketers that create their own sites do not create websites that leave a particularly powerful or exceptional impression. The majority actually fall a little flat, and some end up making the same mistakes over and over again.
Having a weak social media marketing site can undermine a client’s confidence, even if they’ve seen your overall work and know that it’s great. This is the last thing you want; it could cost you clients instead of attracting new ones.
Fortunately, there are steps you can take to create a great social media marketer's website that will help you attract and convert new clients. In this post, we’re going to share exactly how to do so alongside great examples of social media marketers' websites for inspiration.
What Every Social Media Marketer’s Website Must Accomplish
Before you log into the CMS of your choice and start building your sitemap, the first thing you need to do is to consider what your site needs to accomplish.
Your site needs to:
- Explain who you are and what makes you unique (aka why someone should hire you)
- Share what services you offer
- Build trust with the client
- Ideally share work experience and a work portfolio
- Allow customers to contact you
If you’re missing any of the above components, there’s a good chance that your site has a high chance of failing to convert clients.
4 Pages Every Social Media Marketer’s Website Needs
There are four pages— or at least four sections— that every social media marketer’s website needs to have in order to build trust with clients, showcase their value, and drive people to get in touch.
There’s no one correct way to create a social media marketer’s site, but to showcase an example of how to create each of the four pages, we’ll walk through each while looking at the website of social media consultant Paul Sutton.
1. An About Me
Sometimes a social media marketer’s “About Me” will be on their homepage; sometimes it will be on a dedicated page.
Either way, it’s an absolute must-have, especially as a freelancer. People want to know who they’re working with, including your experience, your education, what makes you unique, and a little something to build rapport.
Sutton’s homepage serves as his “About” page, but he dives into engaging storytelling to answer all of the above questions. Headlines like “Learning Through Necessity” and “The Geeks Shall Inherit the Earth” keep it interesting.
2. A Services / Packages Page
You should always have a dedicated place on your site where you list what services you offer and what specialties that you have.
You may only offer organic marketing. You may offer community building or only ad management. This is important information clients need.
List out your services or packages so people know whether or not they’ve come to the right place.
The services page should always have a CTA that takes users to your contact page so they can act right away.
3. A Page of “Proof”
The “proof” can be anything, but it needs to show clients that you can deliver great results and that you are who you say you are.
This could be links to social profiles that you’ve managed, or screenshots of ad campaigns created. It could be testimonials or media appearances. Some social media marketers even use a blog for this purpose to showcase their authority and demonstrate knowledge.
Sutton showcased an actual video of a media appearance he was in on one of his product pages. It looks great and screams “source authority.”
4. A Contact Me Page
This is vital: Don’t forget it! Potential clients need to be able to get in touch.
All you really need is a message letting people know to get in touch with you and a form that asks for their name, email address, and a message. You can, however, list other contact methods like Sutton does below if you’re open to being contacted in other ways.
Pro tip: Test your form to make sure it works. Have a few friends on different browsers send messages every time your site updates to ensure you’re not losing potential clients by not receiving their messages.
Social Media Marketing Websites Myths Debunked
Before we continue on, we want to address a few myths and misconceptions that plenty of social media marketers seem to have regarding their websites. There are five that can actually hurt your site’s potential.
1. I Need a High-Tech Site Since I’m a Marketer
Nope. You do not need a professionally-shot video that autoplays, custom-made themes or plugins, and complex technical tricks on your site just because you’re a marketer.
Choosing a basic website builder like Wix or SquareSpace is perfectly fine. You need to be able to add text, images, and a contact form to your site. That’s about it. Don’t worry about doing anything fancy, because it’s not needed.
I Need a 1950’s-Friendly “Boring” Headshot
Think that you need a boring, straight-edge headshot where you’re on a neutral background and donning a two-piece suit?
Nope. This isn't true either for your site or your LinkedIn profile picture, for that matter.
While you should only feature high-quality (and ideally professionally-shot) images on your website, you don’t need to look like a corporate executive. You can if you want… but you can also rock pink spikey hair in combat boots while in a library in that picture if you want.
Your image does represent your brand, but the world isn’t wound as tight as it used to be. Be a professional version of yourself, but be yourself. Someone will love that pink spikey hair.
I Need to List My Prices on My Site
You never have to list prices on your site. It’s perfectly acceptable to just list the services you offer and say that because each client’s needs are unique that you’ll offer custom pricing when they get in touch.
Can you if you want to? Yes. But in my experience listing pricing on your site just has clients shopping around instead of getting in touch; they’re trying to beat your price instead of just trying to work with you directly.
There’s also the risk that if you say “Starting at $400” but then you quote $600 because it’s a more technical project they’ll be frustrated or try to talk you down.
That being said, some freelancers prefer to list their prices on their sites to reduce unqualified leads. It’s up to you, but know that you don’t have to.
I Need to List Every Service I Can Possibly Offer
This is one of the most common mistakes I see marketers make: They list every single service they have even a modicum of experience in, trying to appeal to as many people as possible. Or they simply say “I can do anything you need for social media.”
There’s nothing wrong with being a generalist; it’s actually a great asset as a social media marketer. But if you try to please everyone, people may not see you as an expert, they might just see you as someone trying to get any job that you can.
Be specific about your services, and you can always mention “Need something else? Get in touch to see if I can help!”
If you are going to offer a variety of services, showcasing each one as a standalone service (instead of just saying a nonspecific “I do it all!”) says that you’re qualified and have a process for each. You can see a great example of what this looks like on Carolyn Hair’s site here:
I Can List Every Client I’ve Ever Worked With
Be careful when you’re featuring client work on your site, especially if you did the work under a competing agency.
There may be NDAs involved, meaning that you can’t share the work or even the client’s name. It’s also a good practice to ask permission or to ask for a testimonial.
Copywriting Tips for Social Media Marketer’s Websites
Copywriting is perhaps the most crucial part of a social media marketer’s website because it literally tells clients everything they need to know. And unfortunately, it’s the copywriting where plenty of social media websites fall flat.
There are four essential tips that you’ll want to stick to in order to improve the quality of your site. Let’s look at each with some real examples of social media marketers’ websites.
1. Be True to Your Own Brand Voice
Your brand voice can be conversational yet polite. It can be full of humour. It can even be a little more outlandish and out of what you’d typically expect.
If you want to be unique, you have to be true to that brand voice, whatever it is.
Sarah Sal is the perfect example of a marketer who embraces her quirky side to stand out. This is her home page:
Most people would not think (or dare) to start their home page with “For God’s Sake, Sarah, What is That Facebook Ad You’re Running?” Sarah does, and it’s immediately captivating.
She’s well-known for engaging stories that drive conversions through long-form copy, and if this isn’t a perfect example I’m not sure what is. You can see her sense of humour, her ability to convince a reader that whatever she’s advertising is the way to go, and get social proof all at once. And all because she was true to her own brand voice.
2. Stay Aware of SEO
While many social media marketers will have clients come through third-party platforms and referral marketing, it is possible to gain some traction with SEO even for high-competing keywords.
In order to do this, however, you need to keep SEO in mind.
Optimize each individual page for a different keyword, thinking about differentiating factors of long-term keywords that could help you find your target audience. This could be your location, your niche, or something related to your USP.
Remember to write strong meta descriptions and SEO page titles, too. You can see how important this is with Scarlett Darbyshire’s social media marketing site below, where the meta description is a solid introduction and her SEO page title builds brand name recognition.
3. Be Specific & Focus On Conveying Expertise
Even if you’re one of our recent Social Media College Digital Marketing Diploma recipients, you want to make sure that you’re showcasing that you’re established and that your knowledge is sound.
There are several ways you can do this, with specificity being at the centre of all of them.
You can be specific about your experience, some of the brands that you’ve worked with, and how long you’ve been in the industry.
You can also share details about how working together will work, ranging from what’s included to what the process looks like.
Katie Barber’s site is an outstanding example of someone who offers multiple types of services but has a detailed service page for each one that clearly shows none of them is an afterthought. She breaks down her process of social media campaign generation, with helpful testimonials at the bottom.
4. Overcome Objections
As a freelance social media marketer, you may need to overcome the objection of someone who is also considering working with an agency or who worries that you may not be qualified.
Being mindful of common objections that some potential clients may have during the consideration process can help you plant seeds in the copy itself.
Matthew Alexander’s social media services page actually overcomes a common concern and objection of “why shouldn’t I go with agencies that have more resources?” It also addresses why some brands have failed to see results in the past but that this won’t always be the case. Take a look here:
Social media marketers need excellent websites, especially if they’re branching out on their own. It’s a sign that you’re established, professional, and taking things seriously. Having a great site will build client trust, can actually help you appear in more searches, and will absolutely allow you to land more clients.
Looking to start up your own social media marketing business? We have plenty of resources to get you going, including several courses to make sure that your skills and strategies are all at the top of the class. See which course is right for you here.