Attracting future clients on autopilot – that's the whole point of your website, right? Most freelancers accept the story that great work attracts leads, but I'm going to be straight with you: clients have no clue you exist. What usually tips the balance isn't your portfolio – they see plenty of those. Not many people talk about failures they had promoting their products and services. We struggle and we hide it. It's one of the reasons I hate to read marketing 'success stories' and 'How to drive traffic and make money!' posts – they seem hollow and vaguely manipulative. They also invariably circle around an answer we already know: The key to attracting non-referral clients is making it easy for them to discover you.
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