You’ve just earned your degree in communication, journalism or marketing and are ready to take your first steps as a freelance copywriter. Or perhaps, after several years as a salaried employee, you’ve decided it’s time for a new chapter. How should you go about this, and how will you land your first assignments? With these tips, you’ll hit the ground running.
Whether you’re just starting out as a copywriter or already have some experience, your services won’t sell themselves. A website is an excellent way to showcase your writing skills. You don’t need expensive tools or special expertise for that. Create a simple, well-structured site that you can easily update yourself. Start a blog to share your expertise and insights.
Being present on social media is equally essential. Decide in advance which channels you want to focus on: LinkedIn, Instagram, Facebook, TikTok, or X for instance. Regularly share new content that will resonate with your followers. It’s better to have a strong presence on a limited number of platforms than to spread yourself too thin by being everywhere with stale content.
A portfolio is your business card – a way to show potential clients what you can do. For a copywriter who’s just starting out, it’s not always easy to build a portfolio. Think creatively and use clips from past internships, student jobs or volunteering, for instance for non-profits.
Your portfolio will naturally grow over time as you continue freelancing. At the same time, you can boost your credibility by sharing client references. If a client gives positive feedback after an assignment, ask for a Google review, a LinkedIn recommendation or a testimonial for your website.
As a starting copywriter, you’re entering a competitive market with a large pool of skilled professionals. The rise of AI has added an extra challenge, as some companies are outsourcing fewer assignments as a result. Standing out is crucial, and the best way to do that is by defining your niche.
If you choose to write for a wide range of industries, it’s worth specialising in a particular type of copy. For example, focus on SEO or GEO copywriting, white papers, longreads or social media posts, and continue to build your expertise in your chosen area.
Alternatively, you can specialise in a specific sector or topic. Do you know a lot about healthcare, finance or architecture? Then make that your focus and look for targeted assignments in that industry. The more you write about the same subject, the deeper your expertise will become.
When defining your niche, the following aspects are key:
Make sure you have a solid sales pitch before you start emailing or cold-calling potential clients. Write, refine, and rewrite until your message is clear. Practise your pitch on friends and family until you can deliver it naturally.
Depending on the type of copy you write and the industries you’re targeting, there are various ways to find clients:
Whichever route you take to find assignments, perseverance is essential. Follow up after sending an email to introduce yourself. A phone call can also work wonders by giving immediate clarity.
It’s also worth deciding whether you prefer to directly work with companies or rely on intermediaries such as agencies and matching platforms. Directly working with clients means you’ll have to invest time in nurturing those relationships. Agencies and platforms will handle that relationship-building aspect for you, and they can often be a more stable source of work.
Of course, you can also combine both approaches. In any case, don’t put all your eggs in one basket. Creativity and flexibility are vital, not just in your writing, but also in how you run your freelance business.
To truly make a difference for your clients, consistent quality is key. Don’t just focus on the number of clients you have – focus on the number of repeat assignments. Clients who come back believe in you, and they deserve to be looked after. Maintain high standards and approach demands from your key clients with flexibility.
Quality also means continuing to sharpen your writing skills and copywriting knowledge. Found an interesting course on GEO or writing with AI? Don’t be afraid to invest in your own learning; new skills will open new doors.
Working as a freelance copywriter comes with many benefits: flexible working hours, choosing your own projects, and setting your own rates. These perks all sound appealing, but they can just as easily become traps.
You won’t become a successful freelance copywriter overnight. But with the right focus, motivation and a healthy dose of courage, every aspiring copywriter can grow into a trusted professional. Keep learning, keep writing and keep believing in yourself.
