Starting out as a freelance copywriter can feel overwhelming. When you first take the plunge, it’ll probably feel like you have no idea where to find clients or how to price your work. But over time, you’ll learn some key methods that will help you build a thriving copywriting business.
And it doesn’t help to get a little head start. That’s the purpose of this guide, which offers tips, tricks and tactics for anyone looking to make it as a freelance copywriter.
Develop your writing skills
It goes without saying that strong writing skills are essential for any copywriter, but don't just rely on natural talent. Actively work on honing your craft. Read extensively, especially in the niches you want to write for. Study successful sales pages, email campaigns and ads to understand what makes them effective.
Take on a variety of projects to stretch yourself. Say yes to pretty much any writing gig you can get, from blog posts to product descriptions to video scripts. It will help you build a diverse portfolio and discover which types of copywriting you enjoy most.
Consider taking some courses in copywriting fundamentals, SEO writing or specific formats like email marketing. Websites like Copyblogger offer great training programmes. The investment in education will pay off as you're able to deliver better results for clients.
Find your niche … or don’t
The thing about copywriting is that it’s personal to the writer. Some like to find a specialist topic and go all in, while others like to be generalists who become mini experts and then forget it all when they move onto the next topic.
There’s no right or wrong about the route you choose. Some sectors, such as health, often require expertise, but other areas don’t need you to be an absolute expert. Still, there’s no harm thinking about topics you're passionate about or have unique experience in.
Are you a fitness buff who could write compelling copy for health brands? A tech enthusiast who understands how to explain complex products? An avid traveller who could craft engaging destination guides?
You can also be an expert in one or two subjects but still write for different audiences. Perhaps you’re a property expert but are equally as comfortable creating copy about AI. There’s no hard and fast rule here, and it’s really about your approach as a copywriter.
Yes, some brands will want experts. But more often than not, companies are looking for writers who can convey an engaging message and get eyes on their business.
Build a strong portfolio
Your portfolio is your calling card as a copywriter. Even if you're just starting out, create sample pieces to showcase your skills. Write mock ads, landing pages, or email sequences for brands you admire.
As you complete projects for clients, include the best ones in your portfolio. There are websites out there like Contently, as well as numerous others, that let you host your work. Or you could go down the route of creating your own website.
Don’t think too hard about it though—the goal is to demonstrate you’ve done good work and give potential clients a platform to read it on. Oh, and a word of warning, save your work to PDFs, as companies are always refreshing and updating content. That killer piece you wrote three years ago might not be on the site anymore as it’s not relevant to the businesses new objectives. Or perhaps you wrote an amazing copy for a startup that went out of business. Always back up your work one way or the other.
And make sure to highlight measurable results whenever possible. Did your sales page increase conversions by 25%? Did your email campaign boost click-through rates? If you have the numbers, let the people know.
Set up your business basics
Get your business foundations in place early on. That will likely include:
- Choosing a business structure (sole proprietorship, LLC, etc.)
- Setting up a dedicated business bank account
- Creating a system for tracking income and expenses
- Determining your pricing structure
- Drafting a standard contract
Taking care of these essentials will save you headaches down the road. It also makes you look more professional to potential clients. @yourbusinessname sounds better than @gmail.com. Sure, it costs additional money, but there are some great deals out there charging as little as £1 for the first year.
Also consider using tools like QuickBooks for accounting and DocuSign for contracts and proposals. Alternatively, you can hire an accountant if you want someone to do it for you. Find what works for you and stick with it.
Market yourself effectively
No matter how talented you are, clients won't hire you if they don't know you exist. Develop a marketing strategy to get your name out there:
Create a professional website or portfolio
This is often a potential client's first impression of you. Make sure it clearly communicates your services, showcases your portfolio and makes it easy for people to contact you. Give them a reason to click on your content.
Update your social media
LinkedIn can be especially valuable for connecting with potential clients, so share writing tips, industry insights, and examples of your work. But it’s not the only show in town—X (formley Twitter) can be good for finding freelance writing opportunities, as can Facebook.
Start a blog
Writing regularly about copywriting and your niche topics can demonstrate your expertise and improve your SEO. Good writing is good writing, and if potential clients see you demonstrate your skills, they may be happy to overlook a lack of experience. Platforms like Medium are great for creating a personal blog.
Network
Attend industry events, join professional associations, and connect with other freelancers. Word-of-mouth referrals can be a great source of new business—indeed, you’ll likely find that this is one of the most productive ways to generate new business as you grow.
Consistently putting out helpful content on LinkedIn can be helpful, but don’t feel pressured. Being a presence on social media isn’t for everyone, and it’s not indicative of success. A body of work is always your best option for growth.
Find clients and gigs
When you're first starting out, you may need to hustle a bit to find work. Here are some places to look:
Freelance job boards
Sites like ProBlogger, Freelance Writing Gigs and Blogging Pro regularly post copywriting opportunities. Sometimes you have to sort the wheat from the chaff to find a good opportunity, but they’re worth checking.
Freelance marketplaces
Platforms like Upwork and Fiverr can be good for building initial experience, though be aware that competition can be fierce. Jobs here don’t usually pay that well, but they can be helpful if you’re just starting out.
Content agencies
Many agencies hire freelance copywriters to work on client projects. Some to check out include Verblio, WriterAccess, and Contently.
Direct outreach
Identify companies you'd like to write for and reach out directly with a personalised pitch. This can be time-consuming but often leads to higher-paying gigs. And if something doesn’t come off immediately, there’s a potential for future collaboration.
Social media
Whether it’s LinkedIn or Twitter (sorry, X), go to the search bar and type a variation of keywords like “freelance copywriter”, “freelance content writer”. You’ll often get posts from people looking for these specific roles.
Referrals
As you build relationships with clients and other freelancers, don't be shy about asking for referrals. Again, this can be one of the best ways to drum up business, as there’s nothing quite like a recommendation.
There is no set way to go about it. The best way forward is to have a positive attitude, open mind and try a bit of everything. Sooner or later, you’ll start to kick down some doors and win writing jobs.
Deliver exceptional work
Once you land clients, your top priority should be delivering high-quality work that exceeds expectations. Meet deadlines consistently (this one is very important), be responsive to feedback and go the extra mile whenever possible.
Always try to provide additional value beyond just the writing itself. This might mean offering headline options, suggesting ways to repurpose the content or providing insights on the target audience. Little touches like this can turn one-off projects into long-term client relationships.
And perhaps most importantly, be easy to work with. A good relationship is often the foundation of building long-term connections with clients. If you’re difficult to work with, disappear off the face of the planet for a month or always push back (some push back within reason is fine, but don’t go overboard), people won’t enjoy working with you and won’t give you more gigs.
Being friendly and polite doesn’t take much effort on your part and it goes a long way to building lasting relationships.
Manage your time effectively
One of the biggest challenges of freelancing is managing your own schedule. It's easy to either overcommit or procrastinate. Find a time management system that works for you. Or, at least, use a project management system to track your work.
Asana, Trello, Monday and Notion—there are loads of tools out there designed to help you manage your workflow. It’s also good to familiarise yourself with these as your clients will most likely use one of them to track project-led work with you.
And don’t forget to add in time for professional development and self-care. Burnout is real in the freelance world, so pace yourself for the long haul.
Embrace AI as a tool, not a threat
“But isn’t AI going to make writing jobs obsolete”?, you ask. The truth is that no one knows what the future will hold, but as of right now, AI doesn’t have the nuance to create a compelling copy that pops. Yes, it can create a few nice phrases here and there, and it can certainly help with many other aspects of content creation. But nothing beats the creativity of a human writer with real-life experience.
So don’t fear it. Smart copywriters are learning to use AI tools to enhance their work.
AI can help with tasks like:
- Generating topic ideas and outlines
- Conducting research and summarising information
- Optimising headlines and meta descriptions for SEO
- Proofreading and grammar checks
- A/B testing different copy variations
Use AI as a starting point or assistant, not a replacement for human creativity and strategic thinking. Your unique voice, emotional intelligence and ability to truly understand a brand's needs are what set you apart.
At the same time, don’t be afraid to check out AI tools like Jasper and Copy.ai to speed up your first drafts. Claude and ChatGPT are other options. It’ll free up more time for refining and perfecting the copy, ultimately delivering better results for clients.
Here at Conturae, we’re leading the charge in empowering copywriters with AI "in all the right places." Our goal is to help writers integrate AI seamlessly into their workflow, enhancing productivity without sacrificing quality or creativity. Take a look for yourself:
Embracing AI tools strategically means you can stay ahead of the curve and offer more value to clients. Those who resist this shift risk getting left behind as the industry evolves.
Continuously improve your skills
The copywriting world is always changing, with new platforms, technologies and consumer behaviours emerging. Make a commitment to lifelong learning:
- Stay updated on industry trends and best practices
- Experiment with different copywriting formulas and techniques
- Learn about consumer psychology and persuasion principles
- Keep your finger on the pulse of your target industries
Set aside some time each week to read industry publications, take online courses and experiment with new tools. This ongoing education will help you bring fresh ideas and strategies to my client work.
Oh, and just read. Whether it’s an article in a newspaper, a book or any other type of content—the best way to improve is by reading and seeing what makes good writing.
Build a support network
Freelancing can sometimes feel isolating, but you don't have to go it alone. Connect with other copywriters and freelancers through online communities, co-working spaces or local meet ups. ContentUK Meetups is a good starting place to get great insights and meet other writers and content professionals.
Having a network of peers provides emotional support, opportunities for collaboration and a sounding board for ideas and challenges. You might just find some of your closest friends and most valuable professional connections through copywriting groups.
Develop complementary skills
While your writing skills are your primary asset, developing related skills can make you more valuable to clients. Consider building knowledge in areas like:
- Basic design principles
- SEO best practices
- Content strategy
- Social media marketing
- Data analysis and reporting
Again, AI is helping here. You don’t need to be a design whizz to do the basics if using something like Canva. Being able to offer a more comprehensive package of services can help you win bigger projects and command higher rates.
Prioritise financial management
Feast or famine income is a reality for many freelancers. Learn to manage your finances wisely:
- Save for taxes (set aside 25-30% of your income)
- Build an emergency fund to cover slow periods
- Diversify your income streams when possible
- Consider options like retainer agreements for more stable income
Consider using a separate savings account for taxes and try to maintain three to six months of expenses in an emergency fund. Having a financial cushion reduces stress and provides the freedom to be selective about the projects I take on.
Remember your why
Finally, don't lose sight of why you chose freelance copywriting in the first place. Whether it's the flexibility, the creative challenge or the opportunity to work with diverse clients, stay connected to your motivation.
There will be ups and downs in your freelance journey. But with persistence, continuous learning and smart strategies, you can build a rewarding and sustainable career as a copywriter. Embrace the challenges, definitely celebrate your wins and keep pushing yourself to grow. Copywriting can offer a good career, as long as you’re willing to give your all to it.
