I hadn’t touched the text on my homepage since 2019.
You know how it goes—you write something that feels good, you launch it, and then life happens. Projects pile up, clients need attention, your services change, and suddenly several years have passed and that same text isn’t quite working like you want it to.
The problem? My old homepage copy was doing an OK job of talking to my prospects, but just OK…it wasn’t clear immediately that I do graphic design, and it didn’t do enough to clearly speak to my clients—small to mid-size nonprofits and socially-conscious companies who either don’t have design departments or who need extra help.
Not ideal.
Making the Invisible Visible
So I finally sat down and did what I tell my clients to do: I got specific. I spelled out exactly what I do and who I work with. It’s still inclusive enough to appeal to a wider audience, but I added language and specific scenarios that speak directly to the clients I’m looking for.
The update took maybe an hour, but the impact? That’s where things got interesting.
Plot Twist: Success Looks Different Than You Think
Here’s what happened immediately after I updated my site:
Prospect 1: I saw a LinkedIn post from a local nonprofit (one I’d love to work with) looking for design help, so I reached out. They checked out my website and responded that they didn’t think we were a good fit.
Prospect 2: A potential client found me in a google search, landed on my site, read the updated text, and immediately called to sign me up for a big project.
You might think only the second scenario counts as a win. But here’s the thing—they both are.
When “No” Is Actually “Yes”
In the first case, my website saved us both time. That potential client didn’t waste time on a discovery call that would’ve gone nowhere. I didn’t spend hours putting together a proposal for someone who wasn’t the right match. We both got to move on quickly and find better fits.
That’s not a failure. That’s efficiency.
In the second case, the clear messaging did what every freelancer dreams of—it pre-sold the work. By the time that client picked up the phone, they already knew what I did, who I worked with, and that I was the right person for their project. The clarity removed friction from the sales process.
Both outcomes happened because the text really did its job: it told people the truth about what I do and who I work with.
The Marketing Lesson Nobody Talks About
We spend so much time worrying about saying the “right” thing that we forget the actual goal of good marketing isn’t to appeal to everyone—it’s to connect with the right people and help the wrong people self-select out.
Your website copy, your portfolio descriptions, your LinkedIn bio—these aren’t just words on a screen. They’re filters. They’re time-savers. They’re the first handshake with potential clients, and they should communicate clearly whether you’re going to get along.
Vague language can feel safer. It might seem like you’re keeping your options open. But what you’re actually doing is making everyone—including yourself—work harder for less certain results.
What “Getting Specific” Actually Means
When I say I got specific, I mean I answered the questions potential clients actually have:
- What do you do? (Not “creative solutions” or “innovative design,” but actual services)
- Who do you work with? (Industries, company sizes, project types)
- What makes you different? (Your actual approach, not generic claims about quality)
I didn’t write more. I wrote clearer.
The goal wasn’t to sound impressive. The goal was to sound like me, talking to the specific people I want to work with, about the specific problems I solve.
Your Turn
When was the last time you read your own website copy? Not to check for typos, but to actually ask: Does this tell people who I am and who I work with? Or is it playing it safe with language that could describe anyone?
If it’s been a while since you’ve updated your marketing materials, or if you’re getting inquiries from people who clearly aren’t a good fit, it might be time to get specific. Yes, it feels vulnerable and a little scary to say exactly what you do and who you’re for. Yes, it means some people will read it and move on. Good!
Your marketing should work for you by attracting the right clients and politely showing the wrong ones where the door is. Both outcomes are successes. Both save you time, energy, and the headache of bad-fit projects.
So do it—rewrite that homepage. Spell it out. Get specific. Let your words do the work of filtering and connecting, even when that means saying no to some people so you can say yes to the right ones.
That’s marketing working exactly the way it should.
Want to Dive Deeper?
I cover the principles behind effective marketing and messaging in my book, Good Work! Practical Advice for Starting & Scaling Your Creative Freelance Business. If you’re struggling with how to present yourself to potential clients, check out these chapters:
- “Think about who you want to work with” – Get clear on your ideal clients before you write a single word of marketing copy
- “Brainstorm your brand” – Develop messaging that resonates with your target audience
- “Market smart, not hard” – Learn practical approaches to marketing that don’t feel icky or overwhelming
- “Consider your collateral” – Figure out what marketing materials actually matter (spoiler: you need less than you think)
The book is available at Bookshop.org, Spotify, or wherever you buy books.