How To Differentiate Yourself as a Freelancer

Millions of people around the world work as freelancers. Thousands of people probably offer services very similar to yours. So do you ever stop and wonder why a potential client would choose to work with you instead of your competitor?

It’s because you’ve convinced them you offer something unique. Something about your work, your brand, or even just you as a person stood out to them. It resonated with them. So they decided you were the right fit for their project. Yay, you!

But what exactly differentiates you from your competitors? Do you actually know? How can you continue to stand out from the crowd as a freelancer and attract dream clients to your small business? We dive into eight tips below.

1. Carve out your own specialized niche

You know the old expression “Jack of all trades, master of none”? It’s an apt description of being a generalist and often very applicable to freelancing as well.

For example, you could be a jack-of-all-trades freelancer writer and compose works about every topic under the sun. But by doing every type of job, you don’t become an expert at anything. It's harder to stand out from other writers when you’re not an expert nor have a unique selling proposition (USP). You also generally don’t get to charge higher rates that clients are willing to pay for expertise.

Instead, if you narrow your freelance writing niche to focus on topics like cryptocurrency, web3, or AI applications in finance, you’re better positioned to differentiate yourself. Clients seeking specific expertise on these topics will prefer working with you over a jack-of-all-trades writer.

Presentation designer and PowerPoint wizard Courtney Allen shares how she grew her business tenfold by niching down to a very specific skill—presentation design. Allen advises narrowing down and finding a niche to attract clients who value your expertise.

“There are a lot of graphic designers out there. So I wanted a narrow focus … I have found that the more you funnel or narrow your focus, the more you're looked at as an expert in that specific field. And in my opinion, the easier it's been to attract clients,” said Allen.

Think about what expertise you can bring to the table as a freelancer. You may even have a particular area of interest or something you’re passionate about. Specializing in an area you’re passionate about can make work more fun and rewarding sometimes. Then, think about how you can carve yourself a niche within your field of expertise or interest.

The more you focus on specific skill sets, the easier it will be for you to grow your business. Specialization presents you as an expert in a particular field. When clients look at your past work history, they’ll see how you can help them with their problem because you’ve already done similar relevant work many times for other clients.

You may also want to create a Specialized Profile to show off your expertise in a specific niche. With Specialized Profiles, you can showcase your unique skills to your audience on Upwork and create variations of your profile that demonstrate your experience for targeted needs. This profile shows the work history for only the projects you choose to feature and allows you to describe one skill or service in more detail.

2. Build your personal brand

Do you know what your brand identity is? Yes, as a small business owner, you are, in fact, a brand. Brands aren’t just about names, logos, and brand colors. Brands also represent an experience. For example, delivering good service and excellent customer experience can be core to a brand’s identity.

As a freelancer, you are your own brand. And building your personal brand doesn’t have to be a complicated undertaking. It’s a matter of really honing into what makes you YOU. Start by asking questions such as, “What do I represent?” “What do I want to achieve as a brand?” “Why should a client choose me over a competitor?”

Don’t be afraid to be human. Share your passions, beliefs, or background if you feel it’s a core part of what makes your work unique. Highlight what makes your expertise different from others.

Your brand strategy should identify your purpose and personality, which you can then use to convey your unique story to clients. A unique personal brand identity can set you apart from other freelancers and boost recognition—leading to acquiring new clients and strengthening your relationships with current clients.  

Ultimately, your brand can also help you refine your marketing strategy as you establish your target audience and attract only the right-fit clients to your business.

3. Leverage social media

Social media profiles aren’t just for doom-scrolling. They can be great for building your brand identity (as discussed above) and truly establishing the difference between you and the rest of the crowd.

Create a consistent online presence across your website, Upwork profile, and social media platforms such as LinkedIn, Instagram, TikTok, Twitter, Facebook, and any other channels that may be relevant for your work. Use the same photo on each platform, create similar usernames, complete your profiles, be clear about the services you offer, and always link back to your services where possible.

You don’t have to be active on every channel, of course. Choose the platforms you’re comfortable with and where your potential clients will most likely hang out. Say you’re a web designer, and Twitter threads are more your jam. You know your potential clients like to discuss the latest happenings in web design on Twitter. Make it your go-to platform and share new insights, tips, and your latest design work and partnerships.

“Showing off” expertise in your niche area will help you create opportunities for interaction with others—especially potential clients. As you build up your presence on social, you prime yourself for networking opportunities and attracting clients who value your knowledge and expertise.

4. Price yourself competitively

Figuring out how much to charge for your freelance services can feel tricky—especially for newbies. But price can certainly be a deciding factor for many clients. Your expertise, combined with a fair rate, can differentiate you and your competition.

However, this doesn’t mean you opt for the cheapest possible rate! You’re here to make money. As an independent professional, you want to find that Goldilocks rate. A rate that’s just right—for you and the client to both feel like it’s a fair deal.

Start with a competitor analysis. Research what other independent professionals are charging for similar work on platforms like Upwork. Take a look at salaries for full-time roles in your niche. The U.S. Bureau of Labor Statistics shares data about median pay. For example, writers make $33.42 per hour.

These figures will give you a baseline amount to begin from. Then, consider your personal circumstances and what rate would be ideal to ensure you’re charging your worth and earning a fair wage that pays your bills.

To get started, you can always pick a rate and watch how potential clients react to it. You can then raise or lower your rate to match your needs and the customer demand.

For more insights, check out the following resources:

• How To Set Your Freelance Rate: the Comprehensive Guide
• How To Negotiate Your Freelance Rate
• How Much Can Freelancers Make in 2024?

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5. Capitalize on client testimonials

Nothing speaks louder than a great review of your work. Collect testimonials from satisfied clients at every milestone or completed project. Feature the feedback on your Upwork profile, LinkedIn, personal website, and even on social media.

Your testimonials can become a powerful word-of-mouth style marketing tool. Clients will see your reviews as proof of your capabilities.

Say your latest project with a new startup launch went really well. Ask your client to leave you a review describing the project's success and how you contributed to it. The next time you pitch to a startup, that testimonial will indicate to the potential client that you’re already experienced in the area.

6. Offer packages, bundles, and discounts

The key to getting anyone to do business with you is to frequently communicate how you bring value to them. This isn’t always limited to your rate alone. You can differentiate yourself by offering service bundles or packages to your clients.

So if you’re a graphic designer and a client wants you to design a logo for them, you could upsell an entire brand identity package to them. This could include helping them pick color palettes, the logo, website design, email templates, business cards, flyers, product packaging, and more.

You obviously make more money by offering more services through bundles and packages. You also prove your value to your client as you become a one-stop shop for their graphic design needs so they don’t need to go to your competition.

Upwork’s Project Catalog^TM feature can be beneficial for offering prepackaged bundled services to attract new clients to your business.

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Another strategy is to offer small discounts to new clients. Your packages could include a discounted rate to incentivize the client to choose a package over just one service. You could also offer discounts for test projects or ongoing work.

From my experience, I’ve found that offering a small discount can often lead to ongoing, long-term client relationships. As a content writer, I often offer new clients a small discount if they commit to a bundle of 10 pieces or an ongoing monthly retainer. This is a win-win as it guarantees me ongoing work, and the client feels like they’re getting a better deal.

7. Create a strong freelancer profile

Your profile is the hub for your freelance business on Upwork. Creating a high-quality profile is essential for clients to notice (and find!) you in the work marketplace.

A strong and complete profile gives clients the information they need to hire you. It’s also your pathway to achieving Rising Talent or Top Rated badges.

For more advice on creating a complete and high-quality Upwork profile, check out our 9 Tips to Help You Create a Freelancer Profile That Stands Out. These profile examples may also be helpful.

Once you’ve nailed your profile title and overview, focus on these three key sections of your profile:

1. Video introduction

Adding a video introduction to your profile can be a great way to showcase your personality. It’s a useful visual tool to help you quickly bond with prospective clients. A video helps provide a more interactive preview of your unique characteristics and what it’ll be like to work with you.

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Your video doesn’t have to be limited to your Upwork profile alone. You can repurpose this video and use it on your website, LinkedIn profile, and anywhere else your clients may find you.

For more advice on creating a great video introduction, script samples, and examples of intro videos from real-life independent professionals, check out: How To Add a Profile Introduction Video + Script Samples

2. Certifications and accomplishments

Your profile should always provide proof of your qualifications for the role or job you’re applying for. Adding your educational qualifications and credentials is a great way to do this and further highlights your credibility.

In some industries, clients or hiring managers may only hire independent professionals if they possess certain certifications. In competitive industries like IT, getting the right IT certifications enhances your resume and helps you stand out from the crowd and win more projects.

On Upwork, you can manually add certifications to your profile, or import verified certifications via Credly.

You can also highlight awards, achievements, or any other career accomplishments you’re particularly proud of in your profile. If you’re a military veteran, mention your military records and awards, as many clients and employers appreciate the value veterans can bring to a role. You can also add your military veteran status to your Upwork profile.

3. Portfolio of your best work

A portfolio is essential to your freelancing profile. Work samples in your portfolio prove that you’re the best person for the job. Depending on your line of work, your freelancing portfolio should include samples of your writing, photographs, design work, project outcomes, data-backed reports, etc.

You want to ensure you include the best possible samples to represent you.

• Showcase work that demonstrates a broad range of your skills
• Use samples that have earned praise or awards
• If a particular project garnered you great reviews from a client, definitely include it

You can add portfolio items to your Upwork profile to reflect your experience with clients on the work marketplace. Don’t let your portfolio slide. Every project you finish comes with a big side dish of experience and growth—both of which will help make you a more valuable professional.

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Check out this Upwork Academy course to learn how to showcase your best work on your Upwork portfolio.

8. Build lasting relationships through stellar customer service

Ultimately, what it comes down to is building good relationships with your clients. A trusting, mutually respectful relationship between clients and independent professionals is key to the success and growth of your freelance career.

The best, most successful independent professionals aren’t just good at what they do; they also go the extra mile for their clients. Clients always remember the professionals who put in just that extra little bit of effort. Don’t be afraid to go above and beyond.

Do good work. Provide great service. Be reliable and honest. You never know; a great experience on a short-term project could turn into a long-term relationship or even lead to referrals to other great clients.

Ready to start building and growing your unique freelance brand? Upwork has several tools, features, and resources to help independent professionals like you find the work you want and thrive in the work marketplace. Sign up for a freelancer account and start building your freelancing business today.