How to be a Freelance Writer

As a writer focused on Web writing and SEO content, I frequently have clients hire me to consult with them on their general Web development. These clients are small businesses and non-profits that their have a Web site that they’d like to revamp or they need a brand new site. Because I’m well experienced in the Web arena, I feel confident giving a wide breadth of Web design and development advice. However, many writers, especially writers not focused as much on SEO and Web writing strategy, may need to take some time to learn about Web design and development.

I do two things on a regular basis in order to stay in touch with Web design and development trends and information:

1. I read everything I can get my hands on. I receive several Google Alerts that send me daily updates about what is being posted online with regards to Web development and SEO.

2. I attend monthly Web designer/developer meetings through Refresh:Richmond - an organization that brings together folks in the Web business to discuss trends, concerns, strategies, and business management techniques. Each month, we have a speaker who discusses something pertinent to the Web world, including attorneys, specialists, bloggers, photographers, accountants, and more. (I’ve even spoken on SEO writing). There are Refresh chapters in cities throughout the country, so I suggest checking out one in your area this month.

By constantly refining my knowledge of the Web industry, I’m able to help my clients get the most current and helpful information possible so that they can succeed online. That being said, hiring a good Web designer will always mean more to my clients (from a practical perspective) than my mountains of advice. I always love it when a client lets me play matchmaker by selecting the right Web designer for their project (remember: not all Web designers are the same, so good Web consultants will understand minute differences that can make or break a business’s image). However, if clients choose to select their Web designer on their own, I always try to provide them with enough information to help them understand the three most important things to them about their site: interactivity, functionality, and form.

There are plenty of excellent articles out there that provide advice for businesses looking to hire Web designers. However, if you’re like me and are often asked to provide this advice for clients, here some bullet points that can help you get started:

• Interactivity. Interactivity in this case means how much your client will interact with the site in order to make updates. Some clients want to be very involved with their site once it’s launched. Other clients prefer to sit back and let their Web developer manage the updates for them. If your client prefers to update the site on his or her own, you’ll most likely need to find a Web developer who can integrate a content management solution (CMS). If your client prefers for the Web developer to make updates, then you may want to encourage your client to find a Web developer that offers a low hourly rate or a retention plan.
• Functionality. Functionality is how the client will use the site (keep in mind that there are other Web definitions for “functionality” as well that you may want to know about, but your client may not). Many clients tell me that they don’t know what they want from their Web site and simply don’t know where to begin with their Web development process. This insecurity is normal and to be expected. Remember: most of your clients will be asking you for advice because they have not had to develop a Web site before and trust your experience. However, it is critical that you learn as much as you can about how your client plans to use his or her site, as this will determine the code for the site and the aesthetic layout. I always begin the information-gathering process by asking the client simple questions about how he or she plans to use the site, such as: Will you use the site to communicate news and updates to readers? Would you like the site to focus on photographs or portfolio images? Is this a basic informational site that provides an overview of your business? How often do you plan to update the site, if at all? Most clients have the answers to these questions, or can find out the answers by asking their teams.
• Form. Form is the layout of the site, including the color scheme, type of site (Flash, HTML, etc), images, text areas, and more. There are millions of options when it comes to form, including Web 2.0 sites, which are trendy for many businesses and industries. You’ll find that clients may know how to answer questions about functionality and interactivity, but when it comes to form, they just don’t know where to begin. Yet, they probably know what they like and don’t like when they look at other sites. To help my clients determine what their form preferences are, I ask them to compile links of sites that they like and make a few notes about what the like or dislike about those sites. I review those links and notes in order to get a basic understanding of their preferences and then make suggestions for other sites based on what they tell me they prefer. In order to help clients visualize a site layout, I usually direct them to templates that I’ve selected for them on Perfectory.com - a Web site template clearinghouse (I prefer Perfectory, but there are many other template clearinghouses you may like as well). By browsing through hundreds of sites, clients will get a better sense of what is available for them and what they prefer. We then send these template links to the Web designer so that he or she can get a good idea of what the client prefers as well.

By discussing these three important variables, both you and your client will have a better idea of the client’s needs and preferences. Once you understand what your client is looking for in terms of interactivity, functionality, and form, you can make suggestions for appropriate designers and developers (I have about five that I recommend on a regular basis for different projects) or the client will be more equipped to make the right decision on his or her own.

Again, I can’t reiterate the importance of staying abreast of industry knowledge enough. If you are going to consult with your clients about their Web options, it is essential that you stay up to date on what’s going on in the Web world. After all, your knowledge and influence can make a huge difference in the efficacy and results of your clients’ Web sites.