Freelance Guide 3

Finding and managing clients

This guide is designed for freelancers who are ready to attract and convert clients. From establishing an online presence to creating proposals and closing sales, this guide offers everything freelancers need to launch and maintain a successful client base.

  • Understand why client acquisition is crucial for freelancing success.
  • Tips for building a simple website or landing page.
  • Essentials to include in a portfolio, with examples.
  • Overview of referral-based marketing and client trust.
  • Comparison of popular marketing channels for freelancers.
  • Monitoring results and refining marketing tactics.
  • Templates and tips for crafting compelling proposals.
  • Steps to send quotes, negotiate and follow up.

Clients are the lifeblood of a freelance business. This guide walks freelancers through strategies for creating an online presence, finding clients, crafting proposals, and closing deals. By the end, you’ll have everything you need to build a solid client base and maintain successful client relationships.
Building an Online Presence
Creating an accessible online presence is essential for clients to find, learn about, and contact you. Let’s dive into setting up a professional home base for your freelance business.

Setting Up Your Website

A simple, well-designed website establishes credibility and serves as a central hub for potential clients to learn about your services. You don’t need to be a web design expert—many user-friendly platforms can help.

Key Pages to Include

  1. Home Page: A brief introduction to your services and who you help.
  2. About Page: Tell your story, including your background, values, and unique approach.
  3. Services Page: Clearly outline the services you offer and who they’re suited for.
  4. Portfolio/Case Studies: Showcase your work with examples and client testimonials.
  5. Contact Page: Include a contact form, email address, and links to your social media.

Recommended Website Builders for Freelancers

  • Wix: User-friendly, with a range of design templates.
  • WordPress: Great for content-heavy sites and offers extensive customization.
  • Squarespace: Known for sleek, modern designs, ideal for creatives.

Tip: Add SEO keywords related to your industry (e.g., “freelance web designer Australia”) to help clients find your website through search engines.

Creating a Digital Portfolio

Your portfolio is where potential clients can see examples of your work. Here’s how to make it effective:

Portfolio Essentials

  1. Variety: Include a range of work that demonstrates your skills and versatility.
  2. Context: For each project, provide a brief description, the client’s needs, and your solution.
  3. Results: When possible, share measurable outcomes, such as “increased client engagement by 30%.”

Portfolio Platforms

  • Adobe Portfolio: Clean, professional layouts and easy integration with other Adobe tools.
  • Behance: Great for reaching a creative audience and networking with other freelancers.
  • LinkedIn: An ideal choice for business-oriented projects, with easy access to clients.

Using Social Media Effectively

Social media is a powerful way to connect with clients, share your work, and build a following. Focus on platforms most relevant to your industry:

  1. LinkedIn: Ideal for B2B clients, networking, and sharing professional updates.
  2. Instagram: Great for visual work like design, photography, and art.
  3. Twitter: Useful for engaging in industry discussions, sharing tips, and connecting with peers.

Tip: Choose one or two platforms to start. Post consistently, engage with others, and share updates, tips, and insights to showcase your expertise.

Mastering Word-of-Mouth Marketing
Word-of-mouth marketing is one of the most effective ways for freelancers to gain new clients, as it’s built on trust and recommendations.

Why Referrals Matter

Clients who come from referrals are often more likely to trust you and move forward with your services. This strategy is particularly effective in Australia, where personal and professional networks are closely linked.

Building a Referral List

Start by reaching out to people who are familiar with your work or who might know someone in need of your services.

Creating a List of Potential Referrers

  1. Past Clients: Ask satisfied clients to keep you in mind or to share your contact with others.
  2. Industry Peers: Connect with other freelancers who might refer clients when they’re fully booked.
  3. Friends and Family: Don’t overlook personal contacts who may know people looking for your services.

 

Word-of-Mouth Outreach Template

Here’s a template for reaching out to your network:

Subject: Exciting News – My Freelance Services Are Open!

Hi [Name],

I hope you’re doing well! I’m reaching out to share that I recently launched my freelance [service, e.g., graphic design] business. I’m offering [service description] to help clients [benefit, e.g., build a strong brand presence].

If you know anyone who might need [service] or want to discuss a project, feel free to pass on my details or let me know how I can help!

Thank you for your support!

Best,
[Your Name]
[Contact Information]

Following Up for Impact

Send a polite follow-up a week or two later if you don’t hear back. Keep it short, friendly, and direct, as a reminder that you’re open to new projects and appreciate referrals.

Building Your Initial Marketing Strategy
A diverse marketing strategy helps ensure a steady stream of leads. Here’s how to design a marketing plan tailored to your strengths and goals

Qualifying Leads

Before investing time in creating a proposal, assess if the lead is a good fit for your services.

Lead Qualification Checklist

  • Service Match: Does the lead need what you offer?
  • Budget: Are they able to pay your rates?
  • Timeline: Is their deadline reasonable?
  • Client Fit: Do they align with your working style?

Tip: Offer a 15- to 20-minute introductory call to assess fit and ask key questions.

Creating Value-Driven Proposals

A well-crafted proposal showcases the value of your services and clarifies expectations. Here’s what to include:

Proposal Structure

  1. Introduction: Brief summary of your understanding of their needs.
  2. Solution Outline: Explain how your services meet their goals.
  3. Project Scope and Timeline: Outline specific deliverables and estimated completion.
  4. Pricing and Payment Terms: Transparent costs, payment schedules, and any deposit requirements.
  5. Next Steps: Include a call to action, like scheduling a call or signing the agreement.

Tip: Use visuals to make your proposal engaging. For example, include mockups, sample designs, or a project timeline.

Quoting and Invoicing

Clear, professional quotes and invoices are essential for smooth transactions. Here’s a quick guide to handling them:

  • Sending a Quote: Use a branded template that includes a breakdown of costs and services.
  • Following Up on Quotes: If you don’t hear back within a week, send a gentle follow-up.
  • Invoicing: Once the project is complete, send an invoice with detailed descriptions of each service. Include your ABN and payment terms.

Tip: Consider using invoicing software like Sole’s app to streamline your quotes and invoices.

Why not try Sole for free (no credit card required)? 

Following Up and Negotiating

If a potential client requests changes to your proposal, be open to negotiation but know your limits.

Negotiation Tips

  1. Set Clear Boundaries: Know your minimum rate and stick to it.
  2. Offer Alternatives: If a client needs a lower price, adjust the project scope instead of cutting your rate.
  3. Follow-Up: If the client is undecided, follow up with a reminder about the project’s value and your availability.
Converting Leads into Clients
Once you have leads interested in your services, the next step is turning them into paying clients. Here’s how to qualify leads, create effective proposals, and follow up successfully.

Qualifying Leads

Before investing time in creating a proposal, assess if the lead is a good fit for your services.

Lead Qualification Checklist

  • Service Match: Does the lead need what you offer?
  • Budget: Are they able to pay your rates?
  • Timeline: Is their deadline reasonable?
  • Client Fit: Do they align with your working style?

 

Tip: Offer a 15- to 20-minute introductory call to assess fit and ask key questions.

Creating Value-Driven Proposals

A well-crafted proposal showcases the value of your services and clarifies expectations. Here’s what to include:

Proposal Structure

  1. Introduction: Brief summary of your understanding of their needs.
  2. Solution Outline: Explain how your services meet their goals.
  3. Project Scope and Timeline: Outline specific deliverables and estimated completion.
  4. Pricing and Payment Terms: Transparent costs, payment schedules, and any deposit requirements.
  5. Next Steps: Include a call to action, like scheduling a call or signing the agreement.

 

Tip: Use visuals to make your proposal engaging. For example, include mockups, sample designs, or a project timeline.

Quoting and Invoicing

Clear, professional quotes and invoices are essential for smooth transactions. Here’s a quick guide to handling them:

  • Sending a Quote: Use a branded template that includes a breakdown of costs and services.
  • Following Up on Quotes: If you don’t hear back within a week, send a gentle follow-up.
  • Invoicing: Once the project is complete, send an invoice with detailed descriptions of each service. Include your ABN and payment terms.

 

Tip: Consider using invoicing software like Sole’s app to streamline your quotes and invoices.

Why not try Sole for free (no credit card required)? 

Following Up and Negotiating

If a potential client requests changes to your proposal, be open to negotiation but know your limits.

Negotiation Tips

  1. Set Clear Boundaries: Know your minimum rate and stick to it.
  2. Offer Alternatives: If a client needs a lower price, adjust the project scope instead of cutting your rate.
  3. Follow-Up: If the client is undecided, follow up with a reminder about the project’s value and your availability.
Conclusion
You’re now equipped with the tools to find and manage freelance clients effectively.

Here are some final tips for building long-term relationships with clients:

  • Exceed Expectations: Deliver high-quality work and go the extra mile to show you’re committed.
  • Stay in Touch: Regularly follow up with past clients, even after a project ends.
  • Ask for Feedback and Referrals: Ask satisfied clients for testimonials and referrals, as they can boost your credibility.

 

Key Takeaways

  • A professional online presence can significantly increase your visibility.
  • Consistent, diverse marketing efforts attract a steady flow of leads.
  • A clear proposal and follow-up process help convert leads into long-term clients.

 

What’s Next?

With these strategies in place, you’re set up to build a steady client base. Continue refining your approach, invest in your business skills, and always keep your client relationships at the forefront. For additional resources, check out the rest of Sole’s freelancer guides in our Resources section.