The downside to being creative is that your creativity can show up when it’s perhaps not as beneficial to your day-to-day running. In my case, it happened with my online presence: two websites, a blog, and five domains (those three plus two more). Thankfully, I stopped getting creative at the social media stage: I only have four accounts there, and one I’ve almost laid dormant.
However you spend your creative life, whether it’s for fun or as a career, managing your online presence shouldn’t be time-consuming: After all, you want to spend time on your writing, dancing, music, art, etc., right? If you’re freelancing, you’d rather be earning money than frequently managing your online presence.
I’m now unifying everything into one website, and I’m trying out a new theory.
People Want to Know Me
Two months ago, I wrote about how artist and freelancing websites need to differ: an artist website needs to focus on portfolio and expertise, whereas a freelancing website needs to emphasize the services you offer (and also include your portfolio and expertise).
I still stand by those differences. But over the past six months or so, I’ve been working through some marketing advice from Kristen Lamb, a freelance and indie editor, and a book by Michael Port, a business consultant for service providers (which freelancers are).
Lamb focuses on indie authors. In her blogging workshop (excellent, by the way), she emphasized how important it is to market myself as a person, because people who share my interests are more likely to read my books. If someone is looking for a horror, then a blog about dance, life, and marketing will signal that I’m not that author.
In Book Yourself Solid, Port describes how to make your marketing fit you and how to find customers who jive with you, which is why I love his book. As a service provider, and one who does all the writing herself, I’m not interested in getting millions of hits to my websites, hundreds of calls a week, etc.; there’s only so much in my workload I can handle. Port’s promise is to help me find the right customers for me, and in his opinion, I can help that process along by being me. (I add one caveat, though: Professionalism is still important. Putting up drunken party photos of yourself is not what he means.)
Simplifying My Online Presence
Returning to my new website, that means shining a brighter (but still professional) light on who I am. That doesn’t mean I’m going to have my bio on my homepage: that won’t be effective in my case. But having my homepage reflect who I am will let me unify both sides of my writing.
But what prompted all of this? It wasn’t just the time I was spending on my websites and blog, it was feedback, and likely not the kind of feedback you’d expect for such a change.
My current copywriting website got compliments from several writers I respect, but I received almost no inquiries through it. Those who hung around the website long enough to read up on my pricing also didn’t jump off at pricing; they jumped off elsewhere. So if my website was so good, and pricing wasn’t scaring people off, why wasn’t I getting much business through it?
Design for Your Audience, Not Your Colleagues
That’s when I realized that everyone who had complimented me on my website was a writer. Save for content strategists and some marketing managers, most people looking for my services won’t be writers themselves.
In addition, I had learned through several sources (including Lamb) that Google likes websites that are frequently updated. I update my copywriting/translating website every month or two, my website dedicated to writing about dance every year or two, and yet I update my blog – which does not advertise my services directly – every week.
To add to my troubles, the two main websites overlapped when it came to my expertise in dance. Why on Earth was I maintaining two sites with similar content?
So, I’m returning to a simpler strategy, one that will let me focus more on my writing while hopefully strengthening my presence with Google and allowing me to present a full picture of myself to potential clients and readers.
Have you found ways to save time in your marketing? Share them below.