You’ve finally found your footing as a freelance designer. You have a healthy client list, a growing set of skills, and a proven process for landing new leads.
All in all, things are good. Or at least good enough.
But what if you wanted to take things up a notch? What if “good enough” wasn’t enough?
This article is all about taking your freelance design career to the next level. You’ll learn the business, design, and marketing skills you need to set your career on hyper-growth. You’ll also learn the approach you should adopt to go from “getting by” to making six figures and more as a designer.
Taking your freelance career to the next level is less about specific skills. Rather, it’s about how you approach your business. As you’ll see below, a strong brand and strategic positioning will have a far bigger impact on your career than picking up new design skills.
Why do businesses hire freelance designers?
If you said “design skills”, you’d be wrong.
One of the biggest reasons why freelance design careers fail to take off is that designers don’t understand business fundamentals. Too often, they approach freelancing with the same perspective as a regular job.
In regular jobs, skills are paramount. For a hiring manager, knowing that you can work your way around Sketch and UI/UX issues is important.
A typical designer job description. Note how it focuses on skills, not end results.
But businesses hire freelance designers for entirely different reasons. They don’t care if you understand Sketch or Photoshop. Many times, they won’t even know what these tools are.
Instead, they hire freelancers because they have a pressing business problem.
A startup might hire a UI/UX designer because it can’t get visitors to convert. A salon might hire a graphics designer because it wants to upgrade its brand. A local charity might hire a web designer because it wants to accept donations online.
In all these cases, your design skills are the conduit to a solution, not the solution itself.
Think of the time you hired a plumber to fix a leaky faucet. You didn’t care if the plumber was skilled with a spanner; all you cared about was whether he could fix the leak.
A design career works the same way. Your ability to fix problems is more important than your skills with a tool.
The sooner you understand this, the better you’ll be able to serve clients, and the faster your career will take off.
When you’re starting your design career, it’s tempting to take on every project, regardless of its size or industry.
This can be good move initially to get some experience and build up a portfolio. But continuing along the same path is a recipe for disaster.
Four reasons why:
Once again, think from your client’s perspective. Clients want to hire the best person for the job, not just someone who’s completed 50 projects in unrelated fields.
If you’re a B2B SaaS startup, would you rather hire Generic Designer #144 or a designer who has helped dozens of similar SaaS companies improve their conversion rates?
The latter of course.
ConversionForGood’s Shopify-focused service is a great example of niching down to own a market
There’s an added benefit to niching down - it narrows your focus. Figuring out what kind of leads to focus on in a large market can quickly get overwhelming.
But by focusing on a niche (such as “e-commerce store owners who use Shopify”), you force yourself to narrow your search.
This not only helps you while searching for clients, but it also helps you develop niche-focused solutions.
Positioning, in marketing speak, is how you place your product or service in relation to others in the market.
Think of the difference between a Lexus and a Toyota. Even though both brands belong to the same parent company, Lexus is perceived as a luxury offering because of its positioning.
As a designer, your positioning is made up of five things:
Positioning is essentially the process of defining who you are. This is a subtractive process. Who you are depends more on what you don’t do than on what you do.
Lexus, for instance, is a luxury brand because it doesn’t sell cost-effective cars. WalMart is an affordable brand because it doesn’t have glossy interiors and high prices.
A well-defined market position makes it easy to narrow down your marketing focus. If you’ve positioned yourself as a “high-end” designer, you won’t waste time chasing cheap clients.
At the same time, clear positioning helps clients figure out whether you’re the right fit for them. A client looking for affordable solutions won’t knock on the doors of a designer who works exclusively with luxury brands.
Try to define your positioning early in your freelance career. Identify the clients you want to work with and the kind of work you want to do for them. The clearer you are about what you are (and are not), the easier it will be to win over your target clients.
Designers are frequently guilty of ignoring their personal brands. It’s easy to see why - with websites like Behance and freelance platforms, you don’t necessarily need to maintain a visible brand to get clients.
But if you want to really take things to the next level, having a sharp, well-defined brand will go a long way.
A brand is essentially an exercise in communication. It tells clients who you are, what you can do for them, and how much you’ll charge for the service. Think of it as an outward manifestation of your market positioning and niche expertise.
A strong brand not only makes you more memorable, but it also acts as a justification for your prices. Shepard Fairey can charge six figures for a sketch not because of his skills, but because of his brand.
While your brand has a lot of moving parts, it essentially boils down to two things:
There should be a clear alignment between the two. If you’re selling yourself as a premium modern designer, don’t make your website look like a page from circa 1998 Geocities.
Your brand should match your aspirations. If you’re charging premium rates, make sure that your brand has a premium vibe to it as well (Image credit: TheHistoryOfTheWeb).
We’ll cover more about branding and positioning in the next section.
Strategy is futile if it isn’t executed properly. Once you’ve had time to think about your freelance career, it’s time to take concrete steps to turn your ideas into actionable results.
We’ll share a detailed process to do so below.
As you learned above, focusing on a niche helps you stand out and create more market-focused solutions.
But how do you decide which niche to pursue?
The answer to this question can be tricky. You want to pick a niche that offers a balance of low competition and substantial opportunities.
The ideal niche is:
Of course, you also want to pick niches you’ve worked with in the past. Clients are much more likely to hear you out if you can show them results for similar businesses.
Take stock of your prior work experience. Make a list of every client you’ve worked with before. What industries did they belong to? Was there an industry or client you particularly enjoyed working in? Is this industry large and lucrative enough to support your practice?
The answer to these questions will help you zero down on your target niche.
A brand statement is a short sentence that encapsulates your target niche, offered solutions, and market positioning.
In other words, it defines who you are, what you do, and how you do it.
Consider this brand statement from creative agency Mighty as an example:
This statement identifies the who ("nimble digital agency"), the what ("help growth-focused brands"), and the how ("utilize agile methodologies").
Here’s a good template to follow for creating your brand statement:
[Brand] helps [Target clients] achieve [Target result] through [Your approach]
As a freelancer, the key to a strong brand statement is to be highly specific. Identify the exact industry you’ll target as well as the exact solution you’ll offer.
Thus, you might have something like this:
Acme Inc. helps small e-commerce startups achieve higher conversions through conversion-focused UI/UX design.
Give enough attention to this statement; it will define every aspect of your marketing approach.
A client or buyer persona is a sketch of your ideal client, i.e. the kind of clients you’d want to work with.
A well-crafted client persona makes it much easier to create targeted marketing campaigns. The persona will tell you where your ideal clients hang out, what are their problems, and how you can help them.
A rough client persona looks something like this:
To create a buyer persona, identify the “four W’s” of your ideal client:
This requires substantial market research, but if you’ve done your homework with niche selection and market positioning, you should already have a strong handle on things.
Try to hang out at forums, blogs, and websites that target your industry. Are there any issues that regularly crop up? Is there some demographic consistency across the audience?
Find the answers to these questions and you’ll find your client persona.
In business speak, “marketing collateral” is all the content you can use to support a marketing or sales operation.
A whitepaper, an eBook, a video, and even a blog post are examples of marketing collateral.
Marketing collateral essentially answers the question - “why should I hire you?”. If you have a lot of case studies, for instance, you can share them with clients to convince them to close the deal.
As a designer, your collateral creation priorities should be as follows:
If you’re familiar with the buyer’s journey model, you would recognize all this as “Decision stage” content.