Best practices for online presence and content strategy (for you and your clients)

I always advise clients to approach content and localization strategically. But when it came to my own website, I didn’t follow my own advice.

In my last edition, “Rethinking admin: Small fixes that make a big difference,” I wrote about how quick fixes can create space and simplify things.

I decided to put that idea into practice. It started with a simple 30-minute task: “I should update my LinkedIn banners.”

What should have been a quick update snowballed into a full website overhaul:

• New visuals

• A video with voiceover

• Rewritten sections

• Localization into Portuguese

• Optimizations for desktop and mobile

I’m happy with the result – but the process was anything but efficient.

I fell into the very trap I warn clients about: making content decisions on the fly instead of starting with a strategy. And that experience is worth unpacking, because the same patterns often show up in client projects and in the way many freelancers manage their own online presence.

Where things went wrong

My first mistake was starting with a task, not a goal. So, the update spiralled. Each decision added another deliverable...

That meant rewriting, re-editing, and patching over inconsistencies.

Sound familiar?

It’s exactly what happens when a client rushes a request without clarifying goals, scope, or target channels.

What to do instead

For both our clients and ourselves, the smarter approach is to flip the order.

1. Start with objectives

Every update needs a purpose. For clients, that might be compliance, patient engagement, or professional education. For us, it could be attracting new clients or showcasing expertise. Without a goal, updates quickly spiral into unfocused busywork.

2. Map the full scope

Define all deliverables up front: copy, visuals, translations, videos, formats. Clients avoid scope creep; we avoid endless re-edits when refreshing our profiles or websites.

3. Integrate localization early

Translation is not the final step. Building multilingual needs into the process from the beginning avoids inconsistencies and costly rework – whether for a clinical trial leaflet or bilingual outreach materials.

4. Plan for every channel

Content should work seamlessly across web, mobile, print, and social. A patient information sheet may need to become a webpage; a services page should read clearly on desktop and LinkedIn. Plan for all channels in advance.

5. Align stakeholders early

For clients, regulatory, medical, and marketing teams need to agree on direction before content is created. For us, a quick peer or mentor review before investing in visuals can prevent wasted effort later.

6. Ensure consistency of messaging and terminology

Clients expect the same terms and tone across all materials and languages – that’s where glossaries and style guides come in. Freelancers should apply the same principle: service descriptions, CV, website, and LinkedIn should reinforce each other, not contradict.

7. Adapt tone to the audience

Patient leaflets, HCP-facing slide decks, and regulatory dossiers all require different voices. Likewise, the way you write your LinkedIn “About” section shouldn’t be identical to a conference bio. Adjusting tone to fit the audience is part of professional credibility.

8. Think SEO and discoverability

For clients, optimized content ensures patients, doctors, or stakeholders can actually find it online. For us, the right keywords (e.g., “medical writer,” “clinical trial translator”) help clients find us instead of just our peers.

9. Pay attention to visual communication

Charts, infographics, and videos often travel across markets. They need to be culturally adapted and linguistically accurate. For freelancers, even simple things like a clear headshot, consistent colors, and readable banners signal professionalism.

10. Manage content governance and updates

Medical content has versions, approvals, and expiry dates – and so does our own online presence. Clients need a process to keep materials current after regulatory changes. We need to revisit our profiles regularly so they don’t look neglected.

11. Measure impact

Content is only effective if it achieves its purpose. For clients, that might mean patient understanding or engagement metrics. For freelancers, it’s worth asking: did this update lead to inquiries, visibility, or stronger positioning? If not, adjust the approach.

12. Balance ethics with voice

Confidentiality is non-negotiable: client details must never be overshared. But that doesn’t mean being bland. Clients benefit from content that “sounds human,” and freelancers benefit from showing both expertise and personality. The balance between authority and authenticity is what makes communication engaging and trustworthy.

The bottom line?

The irony of my website overhaul is that I know better – and I advise clients better.

Each of these practices points back to the same idea:

STRATEGY FIRST, EXECUTION SECOND.

It saves time, reduces costs, and makes the end result far more effective.

For clients, it means materials that are clear, compliant, and fit for purpose. For freelancers, it means an online presence that reflects our expertise instead of draining our energy.

I learned this the hard way on my own website. You don’t have to. 

Whether you’re preparing a client’s content rollout or planning your next LinkedIn or website update, resist the urge to dive straight into tasks. Start with goals, map the scope, and think ahead. The result is content that is clear, consistent, and serves its purpose across every audience and channel.