Constrained by weak signal strength and significant inter-cell interference, users located at the cell edge in a cellular network suffer from inferior service quality. Recently, cell-free massive MIMO (CFmMIMO) has gained considerable attention due to its capability to offer uniform quality of service, alleviating the cell-edge problem. In contrast to previous studies focused on narrow-band CFmMIMO systems, this paper studies wideband CFmMIMO communications against channel frequency selectivity. By exploiting the frequency-domain flexibility offered by orthogonal frequency-division multiplexing (OFDM), and leveraging a particular spatial characteristic in the cell-free structure -- namely, the near-far effect among distributed access points (APs) -- we propose an opportunistic approach to boost spectral efficiency. The core concept lies in opportunistically activating nearby APs for certain users across their assigned OFDM subcarriers while deactivating distant APs to prevent power wastage and lower inter-user interference. Furthermore, this approach enables the use of downlink pilots by reducing the number of active APs per subcarrier to a small subset, thereby substantially improving downlink performance through coherent detection at the user receiver. Verified by numerical results, our proposed approach demonstrates considerable performance improvement compared to the two benchmark approaches.