Freelancing 101: 13 Lessons on Pricing and Client Acquisition

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The freelancer's love-hate relationship

Passion doesn’t pay the bills… unless your passion is making money, then you do you.

So, let’s talk about the two things that keep the freelance world spinning: money and clients.

This isn't your grandma's "how to freelance" guide. We're diving deep with 13 real-world pieces of advice from people who've been there, done that, and have the invoices to prove it.

Buckle up, because this ride is about to get bumpy—and fun!

💰 Pricing

#1. The lower cost your offer is, the more you have to sell

“The lower cost your offer is, the more you have to sell. The higher cost your offer is, the less you have to sell.” — Lex.

If you price yourself like a budget buffet, you need a constant stream of customers just to survive. But if you price yourself like a fine dining experience, you can serve fewer clients and still make bank.

Here’s what happens with low pricing:

You work with too many clients.

They expect way too much for way too little.

You burn out and start questioning your life choices.

Meanwhile, if you price higher:

You work with fewer clients but make the same (or more) money.

You actually have time to think instead of constantly chasing the next gig.

Your clients respect your expertise (because premium prices = perceived value).

💡

Charge what you’re worth and attract clients who actually value what you do.

Learn to grow your creative business with Lex:

#2. Find the right pricing model

“Wish I knew earlier that with the right pricing model, it only takes 2-3 monthly recurring clients to leave my 9-5.” — Trevor.

Imagine this: Instead of constantly hunting for new clients every month, you have 2-3 solid clients paying you on repeat. Feels nice, right?

The key? Picking a pricing model that works for you:

Hourly rates: Good for short gigs but caps your earnings. Also, the better you get, the faster you work, which means... less money. Oof!

Project-based pricing: One flat fee for the entire project. Great for predictable income, but scope creep can eat your profits if you're not careful.

Retainers: Clients pay a set fee every month for ongoing work. This is chef’s kiss for stability and long-term relationships.

Value-based pricing: Instead of charging for your time, you charge for the impact of your work.

Example: If your design boosts conversions by 20%, you’re pricing based on that win, not just your hours.

💡

Aim for recurring revenue wherever possible.

How to freelance as a designer with Trevor:

#3. Aim to price for value delivered, not time spent

“Value pricing is more of an art than a science, and requires great communication and business analysis skills.” — Tom.

Most design freelancers start out charging by the hour or day. At first, it seems logical. But here’s the problem:

The faster you get, the less you earn.

Clients start questioning every minute.

You’ll never scale your income beyond the hours in a day.

Instead, focus on value-based pricing. How?

Understand the business impact of your work: If your design helps a company make an extra $100K in sales, your fee shouldn’t be $500.

Communicate that value clearly: Clients don’t just want "a website"—they want more leads, more conversions, more revenue. Sell the outcome, not just the deliverable.

Show proof: Got case studies where your work made a real impact? Use them! Nothing convinces a client faster than seeing actual results.

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If your pricing makes clients go, “Wow, that’s a steal!”—it’s too low.

Aim for “Hmm, that’s a bit higher than expected… but I see why.”

#4. Build a service that leverages your skillset around a problem

“Don’t waste hours writing custom project proposals when they haven’t even committed to working with you.” — Kim.

Picture this: You spend 3 hours crafting the perfect proposal—charts, timelines, even a cute little personalized intro. You hit send. Then → Crickets.

Instead, try this:

Pre-qualify your clients: Before even getting on a call, make sure they’re actually a good fit. (Do they have a budget? Do they understand what they need?)

Know your value: Decide what you want to charge based on outcomes, not time—clients care about results, not day rates.

Master your sales process: Follow a structured conversation that explores pain points and positions you as the solution.

Offer clarity, not choices: Present ONE clear option instead of confusing potential clients with multiple packages.

Talk about pricing early and confidently: Don’t wait until the proposal stage to discuss the budget. Discuss pricing directly on the call—state your figure, then stay quiet and listen.

Handle objections systematically: Address concerns one by one with prepared, confident responses.

💡

Create a customizable proposal template to personalize in 30 minutes—no more starting from scratch.

#5. Don’t beat around the bush regarding price

“This is the biggest one I’ve learned in my 20 years doing freelance: Don’t beat around the bush regarding price.” — Eric.

Clients expect to talk about money. Avoiding the conversation just makes it awkward.

Instead, do this:

Ask about their budget on the first call: Just so I can tailor my recommendations, do you have a budget range in mind?

Be upfront about your rates: Don’t dance around it. Just say, “For projects like this, my pricing typically falls between $X and $Y.”

Frame it as mutual respect: Explain that discussing money early respects both parties' time and resources.

Explain your value: If your price is higher than they expected, show them why it’s worth it. (Results, expertise, quality—whatever sets you apart.)

💡

The more confident you are in your pricing, the more confident clients will be in hiring you. Own it.

🤝 Getting clients

#6. Promote yourself by giving

“The only way you’ll get seen is by promoting yourself—online and offline.” — Thijs.

Freelancers often hesitate to self-promote. But if people don’t know what you do, how can they hire you?

Instead of just dropping a "Need a designer/writer/developer?" post and hoping for the best, try this:

Show, don’t just tell: Share snippets of your work-in-progress. People love a behind-the-scenes peek—it makes your work feel real (and makes you look like the expert you are).

Offer practical tips: That little hack that saves you hours? That rookie mistake everyone keeps making? Share it! When people learn from you, they start seeing you as the go-to person in your field.

Give tiny, mighty freebies: Not saying you need to give away the whole shop, but a handy checklist, a free template, or a mini case study? Gold. It gets people thinking, "If their free stuff is this good, imagine their paid work!”

💡

The more you give, the more you build trust. And trust leads to referrals, clients, and opportunities. So don’t be shy—put yourself out there!

How designers can leverage LinkedIn with Thijs:

#7. Create content as a freelancer, it'll help you stand out from the crowd!

“Find niches, topics you are passionate about. Also, try to find a format you truly like. For example, in my case it is sketching.” — Krisztina.

Great work is like a great meal—impressive, sure. But if you don’t show how it’s made, no one knows whether you’re a Michelin-star chef or just microwaving leftovers.

Here’s how to let people inside your brain (without scaring them off):

Share your process: Don’t just drop the final masterpiece—show the messy middle. The rough sketches, the bad ideas, the "oops, that didn’t work" moments.

Teach what you wish you knew: Remember when you were clueless about something? Someone out there is exactly where you used to be. Share your hard-earned wisdom and be the guru you once needed.

Don’t hide your failures: Nobody trusts a “perfect” person. Talk about that project that flopped or the time you learned the hard way. A little humility makes you human (and way more interesting).

Find your unique angle: Your personal story, your background, your way of explaining things—that’s what makes you different.

Experiment with formats: Blog posts, LinkedIn threads, sketches, videos—whatever works for you.

💡

Think of content as your 24/7 networking assistant. While you sleep, your posts are working for you.

#8. Leverage referrals, your network and your personal brand

“The more I put myself out there, the more success I create for my business.” — Ruby.

Your first clients will likely come from friends, ex-colleagues, or that one neighbor who suddenly remembers they “need a website”. But if you want to really grow, you’ve gotta cast a wider net.

Here’s how:

Ask happy clients for referrals: Great clients know more great clients. A simple “Know anyone who might need my help?” works like magic.

Stay active in your network: If you’re a ghost, don’t expect people to remember you. Stay top of mind, so when someone needs help, they think of you. Comment on posts, drop a casual “Hey, how’s business?”, show up at events (even the awkward ones).

Strengthen your personal brand: If you never talk about what you do, how will anyone know to hire you? Share your insights, post your work, and let the world see your expertise. It’s not bragging—it’s marketing.

Make it easy for people to refer you: No one’s sitting around crafting the perfect intro for you. Help them out. Or a simple “Who do you know that might need [your service]?” makes it effortless for people to connect you with leads.

💡

The best marketing? Doing amazing work. Nothing beats happy clients raving about you behind your back (in the best way possible).

How to start a UX agency with Ruby:

#9. Build and maintain your network

“Your network is your net worth.” — Laura.

Connections lead to opportunities. But only if you nurture them.

Here’s how:

Stay in touch: Don’t let your connections gather dust! A simple check-in message can reignite a conversation and lead to unexpected gigs

Give before you ask: Share valuable resources, introduce people who could benefit from knowing each other, or offer your expertise. When you give first, people are more likely to return the favor when you need it.

Attend industry events: Whether in-person or virtual, industry events are goldmines for networking. You never know who you might meet or what opportunities might arise from those interactions.

Engage on LinkedIn: Your presence matters! Commenting on posts, sharing insights, or even liking content keeps you visible to your network.

💡

Your next client might already know you—they just need a reason to reach out.

Most opportunities come from weak ties—people you don’t talk to often. Stay top of mind.

Spilling the design tea with Laura:

#10. Marketing and Sales never stop

“Very few people know who our agency is. That keeps me motivated to always get the word out.” — Alex.

Too many freelancers only market themselves when work is slow—like frantically waving a “Hire me!” sign when the projects dry up. But here’s the problem: Marketing works before you need it, not after.

Instead, make it a habit:

Stay consistent, not desperate: Don’t wait until your inbox is emptier than your fridge before posting, networking, or reaching out. Consistent marketing keeps the income rollercoaster in check.

Think long-term: The people who see your content today might not need you now—but six months from now? Boom, you’re the first person they think of. Visibility today = clients tomorrow.

Remind people what you do: Potential clients aren’t thinking about you 24/7 (rude, I know). If you don’t stay top of mind, they’ll forget. Keep showing up so when they do need help!

💡

Marketing isn’t a last-minute rescue plan. It’s the safety net that keeps work flowing. So keep showing up, even when you're busy!

#11. Avoid the feast & famine cycle with a marketing engine

“The marketing engine is SO important. Build processes and block off time around the marketing you’re doing.” — Nolan.

When work is booming, it’s tempting to pause marketing. But that’s how you get stuck in feast-or-famine mode.

Instead:

Block time for marketing every week: A quick post, a friendly check-in, or a tiny bit of networking keeps things rolling—so you don’t wake up one day wondering where all the clients went.

Create waitlists: Too booked to take on new work? Don’t say no—say “Let’s book you for next month!” A waitlist keeps clients lined up and makes you look in demand (because you are).

Plan ahead: The marketing you do today? That’s what keeps your inbox full next month. No marketing now = future dry spells.

💡

Create a simple marketing checklist you can execute in just 2-3 hours weekly. Consistency beats perfection every time.

#12. Just put it out there

“You will figure everything out once you've started” — Ryan.

Too many freelancers spend months refining their brand. But nothing happens until you take action.

Instead:

Create a simple landing page: A basic page with what you do, who you help, and how to contact you is more than enough to get started.

Share it everywhere: Spread the word to friends, colleagues, and LinkedIn. Your network is your best marketing tool!

Adjust as you go: Learn from feedback and make tweaks. Your first version doesn’t have to be flawless—just hit that launch button!

💡

Real market feedback beats endless planning every time.

#13. Focus all of your energy to get the first client

“Everything that doesn’t help you get your first sale is procrastination and noise.” — Chris.

Forget about the shiny branding and fancy websites. Your mission? Land that first client!

Focus solely on client acquisition: Direct all your energy toward landing that crucial first client rather than perfecting your brand identity.

Eliminate everything that doesn't drive sales: Cut out any activity that doesn't directly contribute to getting a paying customer—branding exercises and perfect domains can wait.

Talk to everyone: Networking is your best friend. Chat with anyone who will listen. The more people know you, the more opportunities will pop up.

💡

Your journey starts with one client. Get after it, and trust me—the rest will follow.

How Chris made $161,924 from Notion:

Stop dreaming, start landing

So there you have it, folks!

Now, go forth, price like a pro and watch those clients come knocking at your door. Just don’t forget to enjoy the ride (and maybe treat yourself to a nice pair of shoes while you’re at it).

But hold your horses, because we're just getting started. In Part 2, we'll tackle the nitty-gritty of operations and communication—because landing clients is only half the battle.

Stay tuned for more juicy insights to help you conquer the freelance world!

All the best, everyone 🤞

TL;DR

22 things to know before starting freelancing — Part 1

💰 Pricing

#1. The lower cost your offer is, the more you have to sell — Lex Roman

#2. Find the right pricing model — Trevor Nielsen

#3. Aim to price for value delivered, not time spent — Tom Prior

#4. Build a service that leverages your skillset around a problem — Kim Tang

#5. Don’t beat around the bush regarding price — Eric Sin

🤝 Getting clients

#6. Promote yourself by giving — Thijs Kraan

#7. Create content as a freelancer, it'll help you stand out from the crowd! — Krisztina Szerovay

#8. Leverage referrals, your network and your personal brand — Ruby Pryor

#9. Build and maintain your network — Laura Baker

#10. Marketing and Sales never stop — Alex Smith

#11. Avoid the feast & famine cycle with a marketing engine — Nolan Perkins

#12. Just put it out there — Ryan Yao

#13. Focus all of your energy to get the first client — Christopher Nguyen

👉

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Freelancing 101 (Part 1): 13 Lessons on Pricing and Client Acquisition

The freelancer's love-hate relationship

💰 Pricing