How to Become a Creative Freelancer – The Step-by-Step Guide

This article is written by Klaus Heller, the founder of the Creative Lunch Club, who worked as a successful digital marketing freelancer for eight years. He shares his valuable insights, lessons learned, and tips from years of experience to help aspiring and established freelancers thrive in their creative journeys.

So, you’ve decided to become a Creative Freelancer.

(If you’re still unsure whether freelancing in creative marketing is the right path for you, check out the article “Everything You Need to Know and Essential Tips for Your Career as a Creative Freelancer” for all the information you need.)

Congratulations on taking this step! I’m confident you won’t regret this decision. The freelance life comes with plenty of perks:

You’re your own boss
You can work whenever and wherever you want
If things go well, you can earn more than as an employee
You can create a better work-life balance

But we’re not quite there yet.

Right now, you probably have a lot of questions:
How do I become a Creative Freelancer?
How do I land my first clients?
Where do I even start?

Back in 2016, I was in the same place. I, too, wished for someone who could explain it all to me. Over eight years of freelancing in creative marketing for clients like T-Mobile, Bank Austria, and Paysafecard, I’ve gained a wealth of experience, which I’ve distilled into this article.

Here’s my step-by-step plan to kickstart your career as a Creative Freelancer:

Develop your skill set
Define Your Positioning
Develop Your Story
Take Care of the Logistics
Build Your Website
Boost Your Visibility with Online Listings
Optimize Your Social Media Profiles
Share Your Message
Have Conversations with potential Clients
Land Your First Client and Begin Your Freelance Journey

1. Develop your skill set

There are countless ways to develop the skills needed for success as a freelance graphic designer, photographer or copywriter. However, it’s important to understand that knowledge alone is just the starting point. The real key to success lies in hands-on experience. The challenge isn’t just learning theory—it’s applying it effectively. This is where true professionals distinguish themselves.

The more projects you complete, the better you’ll become in your chosen field. Here’s how you can acquire the skills you need:

Gain Hands-On Experience in a Professional Setting

Working in an agency or creative studio for a year or two can provide invaluable experience. Before starting my freelance journey, I spent over five years working in a creative agency, where I learned how to manage projects, communicate with clients, and develop strategies.

While it’s not mandatory to have prior professional experience, having it gives you a significant advantage. You’ll understand how the industry works, which can make your transition to freelancing much smoother.

Consider Formal Training

Formal education in your field can provide foundational knowledge and a theoretical background. This can include traditional courses, certifications, or even degree programs. However, education alone won’t suffice—you should aim to gain practical experience alongside your studies. Internships or part-time roles during this period can give you the perfect combination of knowledge and real-world application.

Explore Online Learning

Online courses are a fantastic way to acquire specific skills. With an abundance of options, you’ll find courses that range from beginner-friendly to highly advanced. That said, the quality and cost of these courses can vary greatly.

Online courses are particularly useful for learning at your own pace while building a strong foundation of practical skills.

Start Your Own Project

One of the most effective ways to learn and gain experience is by working on your own projects. This allows you to go beyond theory and tackle real-world challenges. Whether it’s launching a website, managing a social media campaign, or running a small creative initiative, you’ll learn by doing.

For instance, you could create a website for a local club, revamp a friend’s portfolio, or help promote an organization’s events on social media. These experiences will teach you practical problem-solving skills that are invaluable for freelancing.

Learn from a Mentor

A mentor can be an invaluable resource on your journey to becoming a successful creative freelancer.

Mentors bring years of experience and practical knowledge, offering guidance that books and courses often can't. They can provide personalized feedback, help you avoid common pitfalls, and share insights about navigating the industry. Whether you connect with someone through networking, a professional organization, or online communities, having a mentor allows you to learn from their successes and mistakes, accelerating your growth.

Don’t be afraid to reach out and ask for advice—most professionals are happy to share their expertise with those who show genuine interest and initiative.

Build a Strong Foundation

Combining formal education, professional experience, and independent projects creates the ideal foundation for a successful freelancing career. As you take on more projects, you’ll refine your expertise and become more confident in your abilities.

If you’re just starting, remember: gaining experience is a journey, not a race. Invest time in learning, practicing, and growing—your future as a creative freelancer will thank you.

2. Define Your Positioning

A strong positioning is what separates successful freelancers from average ones. Your positioning should clearly answer:

What do you offer?
Who are your services for?

Specialize in One or Two Skills

At the start of your freelance marketing career, it’s more effective to specialize. Here’s why:

You become an expert in your niche.
People will remember you more easily.
The more value you provide, the higher your rates can be.

Identify Your Ideal Clients

Your positioning should also define which clients you can best support with your services.

Do you want to work with small businesses (SMBs) or large corporations?
Are you focusing on industries like fashion or restaurants?
Are you the right fit for startups, or do you prefer traditional family businesses?

The more specific your positioning, the better.

For example, "Social Media Marketing" is too broad and doesn’t stand out. However, "Social Media Marketing for SaaS Startups" is a clear and memorable positioning that resonates with a targeted audience.

What Value Do You Offer?

Your positioning becomes even stronger when you emphasize the benefits you provide to potential clients. Highlight how your services solve their problems or achieve their goals.

For example:
"I help SaaS startups generate high-quality leads through social media marketing."

Drawing from Your Experience

If you already have experience in a specific area, use it to shape your positioning.

For instance:
"I specialized in social media marketing during my time at an agency before starting my freelance career. Naturally, I positioned myself as a social media freelancer."

Focus on Your Ideal Clients

When starting out, your clients might primarily be small to medium-sized businesses (SMBs). If that’s the case, actively communicate this. For example:
"I help SMBs in the fashion industry grow their online presence through targeted social media strategies."

Evolving Your Positioning

Your positioning should reflect your current expertise and goals, but remember—it’s not set in stone. Over time, as you gain new experiences or shift your focus, your positioning can and should evolve to match your growth and the needs of your target audience.

3. Develop Your Story

People love stories. That’s why it’s crucial to have a compelling narrative about yourself that you can share repeatedly. A well-crafted story makes you more memorable and relatable to others. Your story should highlight your journey, your motivation, the experiences you've gained, your values, and, of course, your strengths and skills.

When I first started as a freelance creative professional, I used the following story to connect with potential clients:

I spent five and a half years working at a renowned agency.
I managed major clients like Heineken and TUI.
My work focused on delivering impactful social media marketing campaigns.
As a freelancer, I now offer the same high-quality services at a more affordable rate.

This story not only showcased my expertise and experience but also emphasized my competitive edge over agencies, helping me win over many clients.

Your story doesn’t have to be perfect, but it should be authentic, engaging, and highlight the value you bring to your clients. Over time, refine it based on the responses you receive to make it even more impactful.

4. Take Care of Administrative and Organizational Tasks

Before starting your freelance journey, you’ll need to overcome a few administrative and organizational hurdles. While the specifics vary depending on where you live, here are some general steps to get started as a freelance creative professional:

Register Your Business

Before you can start freelancing, you’ll likely need to register your business with the appropriate authorities in your country.

This process ensures you’re operating legally and allows you to invoice clients, pay taxes, and access benefits available to small businesses. Depending on where you live, the registration process might involve choosing a business structure (e.g., sole proprietorship, LLC), obtaining a business license, or registering for tax purposes.

It’s a good idea to research the specific requirements in your location or consult with a local business advisor or government agency.

While the process can seem daunting at first, it’s often straightforward and an essential step to start your journey as a freelancer.

Small Business Regulations

Many countries offer simplified tax rules for small businesses and freelancers, often with income thresholds below which you’re exempt from charging certain taxes, like VAT. These provisions can be helpful if you’re starting part-time or expect lower earnings initially.

As your income grows and exceeds these limits, you’ll need to comply with full tax regulations. Check your local rules or consult a tax professional to understand how these apply to your business.

Income Tax

No matter where you operate, you’ll be required to pay income tax on your earnings. Since taxes are usually calculated retroactively after filing your return, it’s essential to set aside a portion of your income regularly.

A good rule of thumb is to save around 50% of your income to cover taxes and other contributions.

Social Security Contributions

Social security requirements vary by country.

In some countries, freelancers must contribute to government-managed social insurance schemes, covering areas like healthcare, pensions, or unemployment benefits. In others, freelancers are responsible for securing their own coverage against risks such as illness or retirement.

Make sure you understand your obligations and plan your finances accordingly.

Hire an Accountant

One of the best decisions you can make early in your freelance career is hiring an accountant.

An accountant will ensure you’re compliant with all tax and reporting requirements, manage bookkeeping, and help you avoid missing critical deadlines. Outsourcing these tasks allows you to focus on your business while avoiding unnecessary stress.

Open a Business Bank Account

While not always mandatory, having a separate business bank account is highly recommended. It helps you keep track of your income and expenses more effectively. Use the account for all business-related transactions and transfer a set amount to your personal account each month as your “salary.”

Use Accounting Software

Although not required, accounting software can simplify your life significantly. Tools like QuickBooks, or Xero help automate daily tasks, organize invoices, and manage receipts. Many of these tools also allow your accountant to access and export data directly, saving time and effort.

With a solid organizational foundation, you’ll be well-prepared to focus on growing your creative freelancing business without worrying about administrative distractions.

5. Create Your Website

As a creative freelancer, having a professional website is essential. Your website is your digital business card—a place to share your story, showcase your services, and convince potential clients why they should work with you.

Get Your Domain

Purchasing your own domain is one of the first steps to building a professional online presence. A custom domain, like yourname.com or yourbusinessname.com, not only makes your website look polished but also enhances your credibility with clients.

Additionally, using a custom domain for your email address (e.g., hello@yourname.com) looks far more professional than using a generic Gmail or Hotmail address. Many domain providers, such as Google Domains, GoDaddy, or Namecheap, offer bundled email hosting services, making it easy to set up a branded email account.

Investing in your own domain is a small expense that goes a long way in positioning yourself as a serious and trustworthy freelancer.

Website Builders

You don’t need to be a web developer to create a great website. Platforms like Squarespace or Carrd make it easy to build a professional site quickly. If you have some technical knowledge, WordPress offers more flexibility. Personally, I use Webflow, which allows for highly customizable designs, though it can have a steeper learning curve initially.

Start simple—a clean, single-page website that can be completed in a few days is better than spending months on a complex site. You can always expand and improve it later.

Trust Elements

Building trust with your visitors is crucial. Include elements that show your credibility, such as:

Logos of companies or clients you’ve worked with.
Testimonials from satisfied clients.
Case studies or examples of completed projects.
Certificates or credentials from relevant courses or institutions.

If you’re just starting, highlight any relevant experience or training, such as previous roles, certifications, or collaborations with well-known organizations. Trust elements help establish your professionalism and make potential clients feel confident in working with you.

SEO Basics

To ensure clients can find your website, implement basic SEO strategies. Your site should appear in searches for your name and terms like “creative freelancer + your city.” Use clear titles, include keywords naturally in your content, and make sure your website is mobile-friendly.

A well-designed, trust-building, and optimized website is a powerful tool for attracting clients and growing your freelance career.

6. Boost Your Visibility with Online Listings

Enter Yourself in Creative Directories

For creative professionals, being listed in specialized creative directories can be a game-changer. Platforms like Behance, Dribbble, Creativepool, or The Dots allow you to showcase your portfolio, connect with potential clients, and network with other creatives.

These directories cater specifically to the creative industry, making them ideal for freelancers offering services like design, photography, marketing, or writing. Many also feature job boards or client postings, giving you direct access to opportunities.

In addition to global platforms, look for regional or niche directories tailored to your specific field. Being present on these platforms boosts your visibility and positions you as an active member of the creative community.

Set Up a Google Maps Listing

Often overlooked, a Google Maps listing can be incredibly valuable for freelancers. It increases your visibility in location-specific searches, making it easier for potential clients in your area to find you.

Thanks to the internet, freelancing opens the door to working with clients from all over the world. However, many companies still prefer collaborating with local professionals they can meet in person. This is especially true for roles that benefit from physical presence, such as photography or event management, where being on-site is often a necessity.

Creating a listing is simple—visit Google Business Profile and follow the steps to set it up. Use your name followed by your specialization (e.g., "Your Name – Profession") as your business name. Make sure to complete your profile with accurate information, a professional photo, and a description of your services to build trust with visitors.

Once your profile is live, ask friends or colleagues to leave you a positive review. As you gain clients, request reviews from them after a successful project to strengthen your credibility further. These reviews are a powerful tool for building trust and attracting new clients.

7. Set Up Your Social Media Profiles

As a creative freelancer, maintaining a strong presence on social media is essential.

However, this doesn’t mean you need to be active on every platform. Focus on one or two networks that align with your industry and target audience, and make sure to update them regularly—an inactive profile can leave a poor impression.

LinkedIn is an excellent platform for building your professional network, especially if you're offering marketing, design, or other business-related services. Twitter can be valuable for connecting with industry peers and sharing insights. If your work is visual—such as design, photography, or illustration—Instagram is a must-have for showcasing your portfolio and creative projects.

When setting up your profiles, fill them out completely, including your skills, services, and a professional bio. This not only helps potential clients understand what you offer but also makes you discoverable when people search for your expertise.

Ask former colleagues or friends to endorse your skills or leave recommendations, as these add credibility and demonstrate your proficiency in your field. A well-crafted, active social media presence can be a powerful tool for attracting clients and growing your network.

8. Spread the Word

Now it’s time to let as many people as possible—both online and offline—know about your new career as a creative freelancer.

Share parts of your story whenever you talk about your work. Don’t worry about whether the person you’re speaking to is a potential client; the goal is to make sure as many people as possible are aware of what you do. You never know who might refer you to someone in need of your services—a friend’s coworker, a relative’s neighbor, or even a casual acquaintance.

At the start of my freelance journey, I reached out to people in my network, such as my CrossFit coach or a friend opening a salon, to see if they needed help. Engaging with small business owners, entrepreneurs, or others in your circle can be a great way to land your first projects.

Use your social media platforms to amplify your message. Share your new freelancing venture on your personal profiles where you already have a network of friends and followers. This helps spread awareness and can lead to opportunities you might not expect.

Get creative with how you promote yourself. For example, instead of just handing out business cards, I created a printed guide on online marketing that I distributed at coworking spaces and events. The guide provided value to potential clients and made a more memorable impression than a traditional business card.

Experiment with different approaches and find what works best for your field. For more inspiration, check out resources like "3 Smart Ways for Creative Freelancers to Stand Out" or "20 Ideas to Attract More Jobs as a Freelancer." These tips will help you build momentum and attract new opportunities.

9. Have Conversations with potential Clients

As you start telling more people about your freelancing services, you’ll eventually find yourself having initial conversations with potential clients. Here are some tips to make the most of these early meetings:

Prepare Thoroughly

Preparation is key. A lack of understanding about the client’s business can leave a poor impression. Before the meeting, review their website, social media channels, and any other available information to familiarize yourself with their industry and goals. This will show your professionalism and interest in their needs.

Focus on Helping the Client

Approach the meeting with a mindset of helping, not selling. Bring initial ideas or suggestions for improvement based on your research. Treat the conversation as if you’re advising a friend on a project. Focus on understanding their challenges and providing solutions, rather than pushing your services. Building trust is crucial for fostering long-term partnerships.

Ask Specific Questions

Asking targeted and thoughtful questions demonstrates your preparation and interest. Dig deeper into the client’s challenges and goals to understand their needs better. For example:

"What specific results are you hoping to achieve?"
"What challenges have you faced in reaching these goals?"

Understanding the root of their problems will allow you to tailor your solutions more effectively.

Address the Root Issues

Often, clients may not fully understand their own needs. For instance, a client might request a new website, but what they truly need is a lead generation system. Position yourself as both a service provider and a consultant by helping them identify the real issues and suggesting appropriate solutions.

Be Honest and Transparent

Honesty is essential in every client conversation. If you don’t know the answer to a question, admit it and offer to research the topic later. If their needs go beyond your expertise, be upfront and let them know.

It’s also okay to acknowledge your limited experience if you’re just starting out. Explain that you’re motivated to learn, grow, and deliver your best. Clients appreciate authenticity, and it helps build trust.

With a focus on preparation, transparency, and genuinely helping the client, your initial conversations can lay the groundwork for successful and long-lasting partnerships.

10. Win Your First Client and Get Started

If your client meeting goes well, they’ll likely ask you for a proposal. With some luck and preparation, they’ll accept your offer—and just like that, you’ll have your first project as a freelancer!

As you dive into your first project, keep in mind that things may not go perfectly. Mistakes are natural, especially when starting out, but every challenge is an opportunity to learn and grow. Each project will teach you valuable lessons and help you refine your process, making future projects smoother and more successful.

I hope this step-by-step guide helps you kickstart your creative freelancing career with confidence. Remember, freelancing is a journey, and every experience—good or bad—adds to your growth.

For more tips and insights from my six years of freelancing, check out these articles:

Now, go out there and take the first step toward building your freelance career!