Freelancer Spotlight, Meet Esther: SEO, Content Creation, and Web Development

Every freelancer has a story, and this one is rooted in curiosity, creativity, and a lifelong love of words. In this interview-style feature, you’ll get a closer look at the person behind the work, their approach to freelancing, what they’ve learned along the way, and how they help clients succeed through thoughtful communication, strategy, and execution.

Tell us about you personally?

I come from a family obsessed with reading and writing. My grandmother worked as a librarian, my dad was a teacher, and I was that kid who never let go of a book or a pen. In first grade, my teacher, Mrs. Cripes, gave me the title “World’s Greatest Writer.”

I grew up moving around the Midwest before settling in California, and books were always with me along the way. They helped me see the world. Writing gave me a chance to make sense of it. As a freelance writer and content creator, I help people share their stories with thoughtfulness, creativity, and emotion.

I never planned to become a freelancer. I just wanted to write, read, and talk with people. I didn’t start freelancing because I had it all figured out. I jumped in because books stirred questions I wanted to explore. I knew there were others out there who felt the same curiosity.
What started as a small gig turned into my full-time thing. Mornings are quiet with coffee and calls from clients. In the afternoons, I write. Evenings are spent sitting with my dog and diving into a book. It’s not exciting to some, but it feels right for me.

These days, my office is anywhere I can set down my laptop. My dress code is whatever feels creative and comfortable. I have myself as a boss—a caffeine-fueled perfectionist who enjoys delivering results.

I jumped into freelancing because I wanted the freedom to explore creativity, have more variety in my projects, and design a better balance between work and life. Having an entrepreneurial drive has helped me create a career that works around my lifestyle instead of controlling it.

Once, a client told me, “There’s no way to make SEO interesting.” I took that as a challenge, and I still do. I combine storytelling with smart keywords and data know-how to create something even search engines can’t ignore.

I grew up with a red pen and a need to improve things. Typos, bad links, awkward layouts—they don’t survive when my sharp focus and creative energy are involved. So, I tweak words, design layouts, and adjust code to build websites that make people click, scroll, and buy. I thrive on change. Creative thinking drives me forward, and SEO gives me an edge.

Clean metadata thrills me. I dream up flawless website designs and hunt for the ideal call to action. Is that strange? Maybe. Does it work? Always. This is my universe, where ideas turn into results and writing becomes something more.

How did I go from scribbling random doodles in class notebooks to building full-blown websites? These days, I craft SEO-friendly designs and shape brands from scratch. It’s all about staying passionate, sticking with it, and believing that awesome words and bold designs can make a real difference.

Writing and Editing

• Blogs and articles with purpose
• Newsletters people want to read
• Website content that’s clear and easy to follow
• Book reviews and curated reading recommendations

Voice and Story Work

• Helping people discover and polish their unique tone
• Creating stories that feel honest and relatable
• Working together on content that grows trust

Content Advice and Guidance

• Thinking up ideas to help your audience
• Structuring content in a way that drives conversions
• Giving thoughtful and supportive feedback

These skills come from fast turnarounds, strong industry ties, and a creative way of solving problems.

My commitment to understanding every client’s specific goals makes me unique. I don’t just finish projects—I work with clients to create custom solutions that match their vision and lead to success. I enjoy solving difficult challenges. I focus on delivering outcomes that go beyond what’s expected.

Tell us about your business?

Freelancing is an attractive option, particularly before you get into the nitty-gritty. A freelancer can work out of a coffee shop, tap into boundless founts of creativity, and work any time they want. It’s a great gig, right? Yes, it’s great, but there are some downsides: late-night bug fixes, chasing down invoices, and negotiating like the rent depends on it (because it truly does).

Despite the chaos, freelancing is a beautiful mess, a strange but wonderful journey filled with all that late-night magic. It might be 2am when I’m working on a site rebuild. Everything is quiet in the house. My kids are asleep, but I’m feeling inspired. Ideas are buzzing and creativity is flowing.

Effective copywriting and even web work go far beyond clever phrases or layouts. It’s about listening, even when clients don’t know what they need. The process is a bit like piecing together a puzzle, taking a vague concept and transforming it into an effective brand message, vibrant online presence, and compelling call-to-action.

Of course, not every project goes according to plan. As a freelancer, though, I’m in the perfect position to listen and understand what my clients are going through. As I remain calm and supportive, my journey is supported by FreeUp. They’re my quiet ally–handling client vetting, taming the administrative clutter, and allowing me to focus on the work I enjoy.

So, what I cherish about freelancing isn’t just the flexibility (although it’s a great perk). It’s the people I meet, each with their unique stories. Every project is a new rabbit hole, and my curiosity is endless. And, I’m always just a call or text away from that next adventure.

What are the most important things you have learned since Freelancing?

Working as a freelancer has affected how I work. It’s been full of lessons that helped me to better communicate with clients. Every project has surprises. But I approach those twists with an open mind and flexibility. Below are some of the biggest takeaways I’ve picked up.

Being Flexible with Clients

I’ve learned to be flexible when working with clients. As I consult with them, I focus on the goal and how the client needs me to help them achieve it.

Why SEO Matters

SEO is like a matchmaker. It helps people find things they didn’t even know they needed. So, I use keywords to create better-quality content that improves users’ experiences. I also craft a welcoming website that attracts their target audience and compels action.

Handling Client Management Issues

Managing clients isn’t always easy when dealing with expanding project scopes or tight timelines. Setting clear expectations is important. Then, I discuss changes with them as they arise. We review the impact. Clear, honest, and transparent communication is key.

Creativity with Technical Knowledge

Being creative matters, but combining it with technical SEO and web design takes things up a notch. They strengthen my skills and make me value digital storytelling even more. Every project feels like a blank canvas, pushing me to mix imagination with exacting technical detail.

What do you love about FreeUp vs. other platforms/clients?

Do you know that warm feeling when you enter a cafe or bookstore? I feel the same way when I log into FreeUp to look for work. It isn’t just another site; it feels like a true community that values freelancers.

From the start, I noticed respect, kindness, and real connections. FreeUp is not about filling out generic job applications. It’s about building strong partnerships focused on skills and expertise.

I appreciate how the job-matching system works. The jobs I receive fit my skills and expected earnings. So, I focus on what I love: working on projects, campaigns, and writing.

The FreeUp community allows me to work with freedom while I grow as a freelancer. No one monitors me or checks in, so I can concentrate on delivering the highest possible results.

FreeUp opens doors for growth. I’ve improved my skills, built meaningful connections, and tackled a variety of projects. I move toward my goals as a professional freelancer.

What is the key to client success in your skillset/industry?

Ever dive into something not knowing where it will take you? Starting a creative project without figuring out what the client needs feels just like that.

Strong communication isn’t useful; it’s necessary. To create a plan, you must have a clear marketing strategy, set realistic deadlines, and define expectations from the start. Regular updates help people stay connected, build trust, and ensure the project stays on course.

Focus on Quality

Quality stands out when someone visits a website or reads through content. I work hard to deliver results that go beyond what people expect. My goal is simple: to produce meaningful work. Prioritizing quality like this helps build relationships that last one project after another.

Make Listening a Priority

Each client comes with their own journey, struggles, and individual objectives. I pay attention and adjust the way I work to create solutions that work well. It’s not about following a universal model. It’s about crafting something that fits what you require.

Why Meeting Deadlines Matters

Keeping promises shows dependability. When I agree to a timeline, I stick to it. Delivering on time is more than just being punctual; it creates trust. Clients gain confidence knowing I’ll follow through. This trust lays the foundation for a solid partnership.

Overcoming Obstacles

Challenges can arise along the way. Budgets can run low, goals might feel out of reach, and tech sometimes breaks down. That is why experience counts. I help clients face these issues head-on, providing useful guidance and solutions designed just for them.

What are some things you like to talk to your client about/ask for in your initial interviews?

Main Goals for This Project

It’s important to determine the key focus. Are we trying to boost sales, get the brand noticed, or improve engagement? When I pin down these goals, I can shape the project plans to suit those needs.

• Boosting Sales: Discuss ways to enhance conversions if sales growth is the goal.
• Spreading Awareness: If they want to be noticed, they should discuss the channels and platforms they can use to spread their ideas.
• Improving Interaction: To make users more active, discuss UX design and interactive content.

Who Do They Want to Reach?

Knowing who they want to target lets me create deliverables that will connect better. Find out the age, hobbies, problems, and other key traits of their target customers and prospects.

• Demographics: Discuss their audience. Determine who we’re targeting with the design and content.
• Interests: Talk about what topics or stories will grab the target audience’s attention.
• Pain Points: Ask about what their audience struggles with. It helps me recommend the client’s best solutions.

What Services Do They Need?

Do they need web design, writing, a project plan, or maintenance? Knowing this upfront is crucial to understanding the project’s requirements and deliverables.

• Web Development: Discuss whether they need a new site, a complete website redesign, a quick fix, or other work.
• Content Creation: Determine what type and format of content they’re looking for. Are they looking to repurpose the content or targeted deliverables for each platform?
• SEO Services: What is their definition of SEO? Have they completed tasks like on-page tweaks, keyword research, or building better links themselves? Have they worked with other service providers for SEO updates? What level of future support are they looking for?

What About the Deadline?

Knowing when the project must be complete helps with better work management. I can organize tasks and milestones to ensure the process is as transparent as possible.

• Project Dates: Chat about a check-in schedule, taking into account deliverables and deadlines.
• Room for Changes: Find out how much wiggle room there is if something unexpected slows the project down.

What’s the Budget?

Talking about the budget helps avoid problems down the line. It’s key to figure out what the client is ready to spend.

• Budget Range: Discuss the price range to keep things flexible.
• Value vs. Cost: Highlight the worth of spending on quality services that match their goals.

Should We Plan for Extra Costs?

Identifying possible extra expenses makes sharing a clear and full quote easier. Bring up items like hosting and domain fees.

• Ongoing Costs: Discuss recurring costs like hosting or updating content. If it’s an existing site, hosting probably won’t be part of my project plan, but it will still factor into how much they will need to factor into
• Unplanned Expenses: Talk about how we will work together if unexpected costs arise during the project.

How Do They Prefer to Communicate?

Clear communication helps projects run efficiently. How do they like to communicate?

• Ways to Communicate: Find out if they like using email, talking on the phone, texting, or using project management tools like Trello or Asana.
• Update Schedule: Talk about how often they want project updates.

Who Will Handle Communication?

Picking one primary contact makes communication easier. This avoids mixed messages and keeps feedback organized.

• Decision-Making Authority: Confirm who will make decisions and provide feedback when needed. Also, discuss the availability of key stakeholders for project sign-off.
• Team Involvement: Discuss whether other team members will join the project. Will training be needed? How will the team communicate?

What About Previous Experiences?

Understanding the client’s history helps me better understand their needs and preferences.

• Positive Experiences: Find out what went well in their past collaborations.
• Negative Experiences: Discuss issues they’ve faced with previous projects to avoid known pitfalls.

What Are the Expectations?

Clear expectations let us match goals with outcomes. Discuss what the client sees as a successful result.

• Measuring Success: Determine how the team will track project wins.
• Sharing Feedback: How does the client share feedback? Outline the plan for handling revisions.

Who Are the Competitors in This Space?

Knowing the competition is key to helping the client stand out. Chat about who they consider their main rivals and what makes them essential to examine.

• What Rivals Do Well: Pinpoint competitors’ strong points that the client respects.
• Where They Fall Short: Look into competitors’ weak spots that could give the client an edge.

What About Unique Selling Points?

The goal is to make the client’s brand message clear and engaging.

• Standout Qualities: What sets their products or strategies apart?
• Core Values: Ask what key principles they want to feature in their messaging.

What’s the Tone and Style?

Brand guidelines will allow me to create content that matches the client’s vibe.

• Current Style: Discuss if they want a formal tone or a friendlier, relaxed style. Review the content for the current tone and style.
• Brand Personality: Ask how they want people to view their brand.

What About Branding?

Branding rules are the groundwork that keeps everything consistent.

• Logo and Colors: Ask about the logo designs or color choices.
• Font Styles: Does the client have branding guidelines, such as styles they want for their project?

What is the Website Platform?

Knowing their current platform helps to identify compatibility and possible hurdles.

• CMS Knowledge: Find out if they use WordPress, Drupal, Squarespace, Spotify, or Hubspot. They may use Wix, Weebly, BigCommerce, Ghost, or something else. If they don’t have a CMS, ask about their wish list. Which features will best meet their needs?
• Platform Issues: Discuss known issues that might affect the project.

What Features Should Be Included?

Talking about the features informs how the technical side of the project takes shape.

• E-commerce Features: Check if they want specific online shopping features or tools for the site.
• Integrations: Note plugins they may need and how those add-ons will affect the project cost and timeline.

What Support is Needed After Launch?

What kind of ongoing support does the client need and expect?

• Maintenance Plans: Ask if they’ll want regular updates or upkeep after the site goes live.
• Content Development: Are they looking for regular content: case studies, blog posts, social media posts, or other ongoing content updates
• Training Needs: Do they need a webinar, video session, or how-to tutorials to help them update the site in the future?

How Will They Gauge Success?

Have they considered how they will determine whether the project is a success? What is the best possible outcome?

• Analytics Tools: Determine if they plan to use specific tools.
• Feedback Methods: Review their plans to gauge feedback after the launch.

What advice do you have for other freelancers on the FreeUp platform?

Writing Your Proposals

Your proposal is the first thing clients notice, so make sure it grabs their attention!

• Make It Personal: Adjust your proposal so it fits the particular client and their project needs.
• Highlight Your Experience: Bring up past projects that match what the client is looking for.
• Keep It Short: Write a straightforward proposal that outlines how you will solve the client’s problems.

Communicating

Good communication plays a central role in freelancing success. Here are ways to keep your interactions professional and clear:

• Clarify Details: Discuss deadlines, deliverables, and preferred communication methods immediately.
• Respond Quickly: Get back within a day to show you’re dependable.
• Give Regular Updates: Share progress often so clients know where things stand. They can feel confident in your work.

Managing Feedback

We often deal with feedback. Learning to face it can make a difference.

• Accept Feedback: See feedback as a chance to grow and accept it with a positive attitude.
• Address Confusion: Ask questions if the feedback seems unclear or hard to understand.
• Make Adjustments: Show you are ready to improve by acting on client suggestions.

Deciding Your Rates

Choosing the right rates can feel tricky. You might need the work, but you must also find fair and appealing pricing.

• Study Market Rates: Determine what other freelancers in your industry charge. Then, determine what you will charge for your services.
• Weigh Your Experience: Factor in your expertise and skill level as you decide your rates.
• Stay Open-Minded: Be willing to discuss long-term pricing with clients.

Keep Learning

Freelancing changes, so you must stay on top of trends. Here are some ways to keep improving your skills:

• Explore Online Courses: Use courses to build on existing skills or pick up completely new ones.
• Attend Webinars: Attend webinars to hear insights from industry pros and connect with others doing similar work.
• Follow Industry Blogs: Keep up with blogs and articles to know what’s happening and stay ahead.

Connecting with Other Freelancers

Getting to know other freelancers can give you helpful tips and encouragement. Here’s how to form those connections:

• Take Part in Online Groups: Get involved in forums or social media spaces focused on your industry.
• Attend Networking Events: Join events, online or in-person, to meet others in your field.
• Work With Others: Partner with fellow freelancers on bigger tasks. This can help you grow your skills and find more clients.

Drawing the Line

Freelancing gives you freedom, but you need clear limits to avoid getting drained. Try these ideas:

• Plan Your Work Hours: Stick to set times each day to maintain a steady routine. This is great for your sanity and sets clear client expectations.
• Choose a Work Space: Have a specific area for work to keep it separate.
• Breaks Are Important: Take breaks to refresh yourself and stay productive.

Taking Care of Yourself

You must look after your body and mind to succeed and stay balanced and focused. Try these ideas:

• Stay Active: Do daily physical activities to feel more energetic and focused.
• Try Mindfulness: Use meditation or breathing exercises to keep stress away.
• Spend Time with Close Ones: Set time aside to be with your family and friends. We all need that support outside of work.

Can you share a client success story?

I view every client project as a success when I can deliver a product or service that they need to succeed. I’ve doubled the traffic, launched social media channels, built interesting (and high-converting) websites, and delivered messaging (emails, blog posts, case studies, and social media posts) that resonate with their audience. My goal is to ensure the success of my clients.

Hire Freelancers Like Esther

This story is a reminder that freelancing is not just about skills or tools. It’s about curiosity, communication, and a genuine commitment to helping others succeed. Through thoughtful strategy, creativity, and collaboration, this freelancer continues to build meaningful work and lasting client relationships with the support of the FreeUp platform.

Are you ready to hire Esther or another freelancer like her? Book a call and one of our account managers will help you get your job request in!