Freelancing & finding your first clients: The unglamorous beginning
You’ve finally decided that you’re ready to freelance. The legal setup’s done, your finances are (somewhat) in order, and now it’s time to face what’s arguably the hardest part: finding your first clients.
This part is rarely glamorous. It’s not about overnight wins or viral posts. It’s about putting yourself out there before you feel ready, pitching before you feel established, and figuring out how to stay visible when no one’s watching—yet.
So, let’s talk about how people actually land those first few clients.
1. Offer, don’t just announce
The default advice is to start with your network. But here’s the problem: telling people you’re freelancing is different from inviting them to work with you.
Instead of simply posting “I’m freelancing now” or sending vague emails to former colleagues, ask yourself:
- What kind of problem can I help them solve?
- What service would they genuinely find useful?
- How can I make it easy for them to say yes?
Try this instead:
- Write a short message that includes:
- What you’re offering
- A quick example or result
- A link to a sample, portfolio, or testimonial (even one)
- A specific question: “Do you know anyone who could use help with XYZ?”
This turns “FYI” into “here’s how I can help you or someone you know”.
2. Build your starter brand (not your final one)
You don’t need a personal brand that rivals a tech influencer. What you need is clarity—a simple, credible way for people to understand who you help and how.
Start with:
- A basic one-page portfolio or website
- A short bio that says: “I help [X kind of client] do [Y thing].”
- A few samples or self-initiated projects that show your skills
This isn’t your forever brand—it’s your “let’s get moving” brand. Over time, your portfolio will evolve, but for now, give people something solid to latch onto.
Tip: Even one strong case study—whether paid or not—can go further than ten testimonials that say “great to work with”.
3. Use platforms to build traction (not your whole career)
Freelance platforms like Upwork, Fiverr, or Contra can be helpful tools, but they’re not long-term homes. The goal isn’t to stay there forever—it’s to build momentum, get feedback, and learn how to talk to clients.
They can be especially helpful if:
- You’re switching industries and need some fresh work on your portfolio
- You’re testing your pricing and offers
- You want structured, lower-risk practice talking to clients
Watch out for:
- Races to the bottom on price
- Clients who expect miracles for $50
- Getting trapped in a cycle of accepting “just one more” low-paid gig
Once you’ve got a few wins, aim to move off-platform. Use those reviews and samples as springboards into higher-trust, referral-based work.
4. Reach out cold, but do it warm
Cold outreach sounds soulless. But when done right, it’s less “email blast” and more “thoughtful introduction”—especially early on. This method can help you connect with clients who would never stumble across your portfolio otherwise.
How to do it right:
- Research the person or business before you send anything
- Open with relevance: “I noticed you recently…” or “I saw your post about…”
- Respect their time and keep it short
- Focus on the problem you solve, not your life story
Yes, you’ll hear crickets sometimes. But cold pitching is a skill—one that gets sharper with practice.
5. Say yes to small projects that go somewhere
Your first client doesn’t need to be a dream client. But your early work should be strategic. That means choosing projects that can:
- Lead to a case study
- Turn into ongoing work
- Introduce you to a new network
You can offer:
- A trial run or a low-lift version of a bigger service
- A discount in exchange for a testimonial or referral
- A quick fix to build trust (think: one-hour audit, one-pager design, etc.)
Just make sure your early generosity doesn’t turn into long-term underpricing. Be clear about the value of what you're offering and when your regular rates kick in.
6. Join the conversations where your clients already are
If you're not sure where to start looking for clients, try this: go where they're already talking.
That could be:
- Niche forums, Slack communities, or Discord servers
- Specific LinkedIn groups or newsletters
- Industry job boards (many have freelance-friendly gigs)
- X or Reddit threads where people ask for help
You don’t need to pitch right away. Just listen. Offer insights. Ask thoughtful questions. Build context before your pitch.
Over time, this kind of interaction plants the seed of credibility—you’re not just another freelancer pitching a service; you’re someone who gets it.
7. Be visible, even when you’re between clients
The quiet periods early on can feel endless. But those in-between moments are your chance to:
- Publish helpful content that shows your thinking
- Create hypothetical client projects to showcase your style
- Share behind-the-scenes snapshots of your process or lessons learned
This isn’t just about marketing—it’s about reminding yourself (and others) that you’re showing up, even when no one’s watching yet.
Related Parts:
- Freelancing & the legal side: Navigating the essentials
- Freelancing & mindset: When you’re your own boss
- Freelancing & finances: Budget smarter, charge fairly, stress less
- The big decision: Should you quit your job to freelance?
Final thoughts: Don’t aim for perfect—just for real
Your first clients won’t come from a perfectly optimized LinkedIn bio or the most polished cold email. They’ll come from momentum, visibility, and making it easy for others to understand how you can help.
You don’t need hundreds of leads. You need a few people to say yes. And once they do, everything will start to shift.
