How To Write an Upwork Profile to Get Clients
Today on the Freelance Shortcut I teach you: How To Write a Great Upwork Profile
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How do I write my freelance profile on Upwork and LinkedIn?
Goal: Build a personal brand and write a great freelance profile on Upwork and LinkedIn that brings clients to you.
Why write a great freelance profile on Upwork and LinkedIn?
Profiles are often the client's first impression of you on social media and freelancing platforms. When potential clients search for your industry, you want to be the result they find.
The key to a great profile is to address the client's problems during this initial impression and to make the path to starting the project as simple as possible. Compelling profiles explain what you provide, why this is important to your prospective client, and how they can begin working with you. In this Step, you will understand the critical components of a profile and how to design and write one that gets you hired.
Stop doing this...
Freelancer method
Most freelancers build a list of "what" they do without considering "why" the client would purchase from them. The emotional reason is "why" the client will hire you. This is the "look and leave" format.
Problem:
No views or low-quality views.
Your focus is on you, lacks relevancy, and disconnects from how a potential client is looking for you.
Try doing this instead...
Marketer method
Successful freelancers think from a marketing perspective first and optimize their writing based on their benefit and value to the customer. This is the "hook and hire" format.
Solution:
Attract qualified clients.
Design a relevant profile to your audience that answers the client's why, the solution needed, and a fast path to onboarding the client.
What makes a well written freelance profile?
As freelancers, we often take advantage of various platforms such as Upwork and LinkedIn to generate the lion's share of our business. Ensuring our profile is up-to-date and relevant is critical to hitting the holy grail of freelance when clients come to you.
As mentioned earlier in this course, being a good salesperson is a fundamental requirement for successful freelance. In the profile writing section of this course, you need to switch hats and become a marketer, thinking of principles for your client:
Write with these in mind:
Value - Why would the customer feel that your service is valuable?
Benefit - What does the customer gain from working with you?
Safe - What makes you low risk and high reward?
Transparent - What budget range do your services cover?
Efficient - How do you make the process easy?
Writing a compelling profile assembles another piece of the puzzle that demonstrates your professionalism and removes you from the "race to the bottom" on pricing.
Covering the above concepts allows you to differentiate yourself in a meaningful way and inspires confidence in the client.
The main goals of your profile:
Found - Optimize how customers find you
Understood - Make it easy to understand why you are the best choice
Hired - Give the clients confidence that you are a professional
How?
The primary purpose of your profile is to turn clicks into conversions. You aim to convince your potential client that you are the person to hire to solve their problem. The second purpose of your profile is to qualify potential clients, which happens when the client understands your terms, and you don't waste each other's time with negotiations. You achieve this through transparency.
Every profile breaks down into three core components: the Headline, which captures the client's attention and stops them from scrolling to the next person. The second is the Body Copy, which explains your story and how it relates to solving the client's problems and why you solve them. The third is the Next Steps section which should be easy to read at a glance and set the expectations for your client.
Headline ~150 Characters
Body Copy ~2500 Characters
Steps ~5 bullets
To write compelling profiles with the primary and secondary goals in mind, you should follow a standard marketing funnel for writing. Although we often hear the term "funnel" and shudder, feeling a little dirty, it's an effective way to communicate your offer quickly.
What is a Funnel?
Upper - Basic content about your experience and your story
Middle - The specific problems you solve for your clients
Lower - How to hire you for your services
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