How to find freelance clients

It’s possible to become a very successful freelancer without ever having a dedicated website or portfolio. But having a place to keep and share examples of previous work, client reviews and testimonials, rate cards and contact details can make winning new business much quicker and easier.

There are a wide range of options to build your own website, including WordPress, Wix, Squarespace and more. And an even bigger choice of industry specific sites to host your portfolio, especially for designers (Behance and Dribbble are two of the biggest). But the solutions you choose are far less important than what you do with them.

Unless you need to show off your design or coding skills, aim to keep things clean and simple to highlight the important information such as your CV, past projects, and contact details. And don’t forget to keep your phone number and email address updated, or your dream client could be lost in an email account or voice message that you’ll never check.

Securing a short and memorable address for your website or portfolio is generally useful as it makes it easier to fit on business cards, promotional material and in email signatures. All of which can pay off when a client finally remembers to check out your details six months after meeting at a business event.

Many freelancers have been asked to work for free in exchange for exposure, and this can seem like a good deal if you don’t have lots of previous work to share. But why not actively offer your services to charities and non-profits as a way to build up your portfolio, and help causes you support at the same time? They’ll also tend to have more formal experience and support for volunteers, which can be more beneficial than simply giving away your time and effort for nothing.

Some freelancers will never find time to master finding new clients, or be comfortable selling their services. But it’s still possible to be constantly fully booked with work.

One option is to collaborate with other freelancers in related fields. If you’re a copywriter, many of your leads might come from friendly designers or SEOs looking for written work they can rely on. And designers often find themselves collaborating with website developers on a regular basis. You might even find they’re more successful in selling your services, and can take on more of that side of projects, leaving you to focus on the parts you enjoy.

Another alternative is to approach more established and respected freelancers in your field for advice, or to see if they might be willing to mentor you. This can be a great way to get insights from self-employed veterans, be provided with accountability on your progress, and also lead to potentially working together in some situations.

Just ensure that any collaborations have a clear agreement in place for work, responsibilities and payment. Communication and respect are essential for good partnerships.

Another option is to white label your services. Which means you’ll be sub-contracting to another freelancer or agency under their branding. Often, they’ll already have client work in place, and be looking to fill gaps in their current team.

In the best cases, this can be a valuable source of freelance work without needing to find new clients. And you might never have to deal with the end client, receiving clear briefs and prompt payment from the agency, allowing you to focus on delivering your best work.

But you can also find that you’re essentially left managing everything, but without the freedom and options you’d have for your own clients.

In both cases, white labelling your services means that you won’t be building your own brand and portfolio. And as the agency or contracting freelancer will want to make some percentage of profit, your rates might be lower (or the end client might be paying much more than your typical cost, and therefore have much higher expectations).

As with a collaboration, it’s important to go into any white label projects with a clear agreement on work and responsibilities to avoid confusion or complications. Even if you’re providing work on behalf of someone else, you can still be legally liable if something goes wrong.

In the modern digital age, it’s easy to forget that printed material is still a valuable way to promote yourself and find new clients. And it can have an even bigger impact if your competitors and rivals have moved entirely online.

It’s easy and cost-effective to ensure you always have some business cards about your person. And that investment will be useful if a potential client hasn’t got their phone with them to note your email address or number. Or you may be able to leave a pile of cards on a counter or reception desk at suitable locations to advertise your services to anyone interested.

Don’t dismiss flyers as old-fashioned, either. Coffee shops and co-working spaces often have notice boards displaying all kinds of services and information, and could be a goldmine for potential clients.

Local media options are also worth investigating. You may be surprised at the people who still browse through the local newspaper, and press coverage can attract plenty of attention. And the free community magazines delivered to doorsteps can put you in the homes of potential clients for a relatively low cost.

One way to really stand out is to consider hand written letters or cards for existing and prospective clients. In an era of mass mailings and junk mail, taking the time to craft a personal message will stand out. 

And if you want to track which print promotions result in new clients, it’s fairly simple to create a new web address for each option to measure response rates.

There’s no one right answer for winning work and attracting new clients to your freelance business. Even among rival self-employed businesses, different methods and approaches will both deliver successful results.

This is where defining your ideal clients and targets will really pay off, as you can start to see which routes deliver quality projects and rates. Or if conventional wisdom might not work so well for your particular business.

If you need more advice on building your client list or finding contracts and freelance work, take a look at the Winning Work topic in our IPSE Self-Employment Advice hub.