Starting a freelance web development business can feel overwhelming—but if I had to do it all over again, I’d take a focused, strategic approach. No endless preparation, no getting stuck on branding, no waiting for the 'perfect moment'—just clear, actionable steps to land real clients and start growing.
In this post, I break down exactly what I’d do to build a profitable, fulfilling freelance business from scratch—from setting up a portfolio to landing first clients and creating a sustainable workflow. Whether you're just starting out or looking to refine your approach, I hope this helps you kickstart your freelancing journey with confidence! 🚀
1 - Introduction: If I Had to Start Over…
Starting out as a freelance web developer can feel overwhelming—I’ve been there. There are so many things to figure out: building a portfolio, finding clients, setting up a website, pricing your services, and actually delivering great work. And if you're not careful, you can get stuck preparing forever—convincing yourself you just need to "learn a little more" before taking action.
If I had to start over today, I’d do things differently.
The #1 Lesson: Don’t Just Prepare—Start Taking Action
One of the biggest mistakes I see (and made myself) is waiting for the perfect moment. The truth is:
- You won’t feel 100% ready before you start.
- There’s always more to learn about tools, coding, and business.
- But real growth happens through experience—by actually working with clients, solving real problems, and adapting as you go.
If I started fresh today, I wouldn’t spend months perfecting my skills in isolation. Instead, I’d focus on getting real projects as soon as possible—even if they’re small or unpaid at first. Because the sooner you start working with actual clients, the faster you’ll learn what really matters in freelancing.
I’d Treat It Like a Real Business From Day One
This means taking myself seriously right from the start:
✅ Instead of saying, “I’m trying out freelancing,” I’d say, “I’m building my freelance business.” – both out loud and to myself. The way you talk about it matters a lot!
✅ I wouldn’t treat it like a hobby—I’d put in real effort to get clients, manage finances, and build my reputation.
✅ I’d make sure my work reflects professionalism, even if I’m just starting out.
This shift in mindset changes everything. When you treat your freelance work like a real business, others start treating it that way too—including potential clients.
For more on this mindset shift, see How I 15x My Freelance Business in 2024 – and Transformed My Life Along the Way
I’d Work on Multiple Things at the Same Time (Without Multitasking)
One mistake many beginners make is thinking they have to finish one step before moving on to the next—but in reality, you can make progress on several things at once:
🚀 While setting up my website, I’d already start reaching out to potential clients.
🚀 While working on my first project, I’d start posting content and refining my online presence.
Instead of multitasking (a productivity and quality killer!), I’d work in focused sprints:
🕐 A full day or week focused on building my website.
🕐 A focused push to do client outreach.
🕐 A few hours to create content and engage with potential clients.
Then I’d repeat the cycle, keeping momentum without getting stuck on just one thing.
I’d Make My Work Fun and Enjoyable
Freelancing is hard work—but I’d make sure to enjoy the process. When work feels fun, you:
✅ Stay more productive without burning out.
✅ Do better quality work, which leads to happier clients.
✅ Leave a positive impression on everyone you interact with.
This is something I’ve written about before in my blog post on Feel-Good Productivity—making work enjoyable actually makes you better at it. If I started over, I’d build habits that make work energizing and rewarding, so I could stay motivated and excited about freelancing.
It’s easy to get caught up in the pressure of "getting everything right." But at the end of the day, the best way to grow a successful freelance business is to take action, keep learning, and enjoy the ride.
Next Up: What I’d Focus on First
Now that we’ve covered the right mindset, let’s dive into exactly what I’d do first—from setting up my portfolio to landing my first clients. 🚀
2 - I Would Build a Foundation for Getting Clients
Before I worried about getting paying clients, I’d make sure I had a strong foundation—something to show, a niche to focus on, and an online presence that made me easy to find.
I’d Make My Portfolio My First Priority
Before I reached out to anyone, I’d make sure I had something to show. Clients don’t just want promises—they want proof. Here’s how I’d get that proof:
✅ My first real project would be my own website. This would be my chance to practice real development while creating a professional site that represents me. As a web developer, people will absolutely judge me by my website—so I’d make sure it’s clean, modern, and actually reflects my skills.
✅ I’d showcase my skills with mock projects, open-source work, or early small jobs. If I had no past clients yet, I wouldn’t let that stop me—I’d create my own projects to display.
- I’d build and showcase mock projects—for example, a landing page for a fictional startup or a sleek portfolio site.
- I’d contribute to open-source—fixing small issues, submitting pull requests, and adding my contributions to my portfolio.
- I’d offer to do small free/discounted projects strategically—only for real businesses or organizations that could provide me with references or connections.
✅ I’d offer free or discounted work only strategically. I wouldn’t make a habit of working for free. The goal would be to get real references, testimonials, and practice, not to stay stuck in unpaid work.
For a deeper dive into how I’d approach building my portfolio, see Finding Clients as a (Web Development) Freelancer #1 - Building a Strong Portfolio.
I’d Define My Niche Without Overthinking It
A big mistake beginners make is trying to appeal to everyone. I wouldn’t stress about picking the "perfect" niche—but I would absolutely define one.
✅ I’d go for a small, specific niche. Web development is way too broad—there are thousands of developers out there. But in a smaller niche, I could quickly become the go-to person.
✅ I’d start with a niche I know well and where I already have connections.
For me, that would be Powerlifting Coaches—but I’d stay open to working with other small businesses and coaches in related fields.
✅ I’d stay flexible. I wouldn’t lock myself into one niche forever—I’d start somewhere, learn what works, and adapt as I go.
For more on how I’d find my niche, have a look at Finding Clients as a (Web Development) Freelancer #1 - Differentiate Your Services.
I’d Build a Simple Online Presence for Visibility
Even if I wasn’t famous yet, I’d make sure I was at least easy to find.
✅ I’d structure my website for SEO.
- I’d make sure my website’s messaging was clear and direct.
- I’d build backlinks by adding my name and site to every project I worked on (as long as clients were okay with it).
✅ I’d set up a simple, but effective social media presence.
- I wouldn’t overcomplicate it—just a clean, professional profile that shows what I do.
- I’d pick one or two platforms (for me, Instagram, because that is where my niche is the most active and what best suits my own style, plus a blog for deeper dives) and focus on consistency over perfection.
✅ I’d use content to position myself as an expert—but also as someone always learning.
- I wouldn’t try to act like a “guru” with all the answers. Instead, I’d share insights from my work while showing that I’m always improving.
- This balance of confidence + humility makes people trust you more.
3 - I Would Get My First Real Projects (Even If They Were Free)
Even though I would have already worked on creating some kind of portfolio in the step above, landing my first real clients would still be a big step. Nothing replaces actual experience working with real people, solving their problems, and delivering results. That’s why I’d be proactive—I wouldn’t wait for opportunities, I’d go out and find them myself.
I’d Start With Friends, Family, and Local Businesses
The easiest way to get my first projects? Through people I already know.
✅ I’d ask around: Maybe my parents run a business that could use a better website? Maybe a friend knows someone looking for a site?
✅ I’d check local businesses: A small restaurant, a gym, or a local shop might need a website—or have one that’s outdated. I’d walk in, talk to the owner, and offer to help.
✅ I’d make it easy for them to say yes: Instead of making it sound like a huge commitment, I’d position it as, “Hey, I’m just getting started and would love to build something great for you.”
To make this as risk-free as possible for them, I’d include a satisfaction guarantee for everyone I talk to—whether paid or unpaid:
✅ Unlimited feedback rounds until they are fully satisfied. No matter what, I’d keep improving the site until they truly love it.
✅ Money-back guarantee for paid projects. If they’re not happy, they get their money back—no questions asked.
This would make it a no-brainer for them to say yes while also showing that I take their satisfaction very seriously.
I’d Be Very Selective With Free Work
Doing one or two free projects can be a great way to gain experience—but I wouldn’t get stuck working for free. To keep it strategic, I’d set clear rules:
✅ 1-3 free projects max. Enough to build a portfolio and get testimonials, but not so many that I undervalue myself.
✅ Only for projects that give real value. If I work for free, it needs to give me portfolio material, referrals, or experience I truly need.
✅ I’d treat these projects professionally. Just because it’s free doesn’t mean it’s casual—I’d still go through a structured process and deliver real results.
I Wouldn’t Stay Stuck Doing Free Work
The goal of these first projects is to gain confidence, build a portfolio, and get my first paying clients.
🚀 Once I had solid references, I’d start charging. Even if it’s just a small amount at first, I’d move toward paid work as quickly as possible.
🚀 I’d leverage early clients for referrals. I’d ask happy clients if they know anyone who needs a website—word-of-mouth is powerful.
🚀 I’d use my portfolio to start reaching out to new clients. Once I had 1-3 solid projects to show, I’d start actively pitching my services to real paying clients.
Free work can be a great starting point, but I’d always keep the bigger goal in mind: getting real, paying clients as soon as possible.
4 - I Would Define My Services Before Scaling Up
Once I’d completed a few projects, I wouldn’t just keep saying yes to everything—I’d take a step back and refine my offer. This is something I wish I had done earlier. At the start, it’s tempting to say, “I can build anything for anyone”—but that leads to confusion, inefficiency, and underpricing.
Instead, I’d take what I learned from my first projects and get clear on what I offer, how I price it, and how I communicate it.
Check out my current services page to see how I did that!
I’d Get Clear on My Services
Rather than leaving things vague, I’d define exactly what I offer:
✅ Basic websites? Simple, effective sites for small businesses.
✅ Custom builds? More advanced projects for those who need unique features.
✅ Landing pages? High-converting pages for businesses running ads or promotions.
✅ Ongoing support? Monthly maintenance or updates for existing clients.
I wouldn’t offer everything under the sun—I’d focus on what I enjoy doing and where I can provide the most value.
I’d Set a Pricing Strategy
Pricing is one of the hardest things to figure out as a freelancer—but I’d go in with a clear plan:
💰 Where I start: I wouldn’t try to charge premium prices immediately, but I’d also avoid going too low. Instead, I’d price fairly for my experience level while ensuring my rates are sustainable.
📈 How I increase: After every 3-5 projects, I’d review my pricing and adjust based on demand and experience. I wouldn’t stay stuck at beginner rates forever.
🎯 How flexible I want to be: I’d decide in advance how much room I have for discounts, payment plans, or project-based flexibility—so I don’t make rushed decisions under pressure.
I’d Make My Services Easy to Understand
Many freelancers overcomplicate their offers, making it hard for potential clients to see the value. I’d keep it simple and clear:
✅ No technical jargon—I’d focus on benefits, not just features.
✅ Straightforward pricing tiers—clear options, so clients know what fits their needs.
✅ Defined deliverables—so there’s no confusion about what’s included.
For example, instead of saying:
❌ “I build custom web solutions with modular CMS integration and API connectivity.”
I’d say:
✅ “I build modern, easy-to-manage websites that help businesses grow.”
I’d Clearly Define What’s Included (and What’s Extra)
One of the easiest ways to avoid miscommunication is to be crystal clear about what’s included in my services—and what isn’t. I’d specify things like:
✅ How many pages are included? (E.g., "Up to 5 pages—additional pages at X€ each.")
✅ What level of customization? (E.g., "Fully custom design vs. template-based.")
By doing this upfront, I’d avoid misunderstandings, prevent scope creep, and ensure clients know exactly what they’re getting.
I’d Clearly Communicate My Services Everywhere
Once I’d defined my services, I’d make sure they’re easy to find:
📌 On my website—A dedicated page explaining each service, its benefits, and who it’s for.
📌 On social media—Simple posts breaking down my offers in a clear, engaging way.
📌 In my outreach messages—So potential clients immediately understand what I do.
The clearer my services are, the easier it is for clients to say yes—and the smoother every project runs.
5 - I Would Fast-Track My First Paying Clients
At this point, I’d have a portfolio, clear services, and some real projects under my belt—but the real game-changer would be landing my first paying clients. I wouldn’t sit around waiting for clients to find me. Instead, I’d take immediate action to bring them in.
I’d Use Direct Outreach Immediately
Rather than hoping people stumble across my website, I’d go out and actively find potential clients—especially those who fit my niche.
Where I’d Look for Clients
✅ Google Maps – Searching for local businesses in my niche (e.g., strength coaches, gym owners, small businesses).
✅ Instagram & LinkedIn – Finding people who are actively growing their brand but don’t have a strong website presence yet.
✅ Personal Network – Revisiting friends, family, or past contacts who might know someone in need of a website.
Then, I’d send personalized outreach messages that feel natural and actually start a conversation—not generic spam.
Real Outreach Example
This is the kind of message I’d send to a powerlifting coach:
Hey [Name],
Really sick numbers, 800kg at u100 and a WRPF AUS record, that’s next level! 🔥 *[Referring to his profile bio]*
I’m a competitive powerlifter from Germany but currently studying abroad in Sydney. Last year, I spent a few weeks in Melbourne and trained at Doherty’s City Gym—absolutely loved the vibe there! Thinking about coming back later this year while I’m still in Australia. [He trains there, I saw that at his posts]
I also work as a freelance web developer and wanted to reach out and see if you’ve ever considered a dedicated website for your coaching? Something beyond Linktree that really showcases your brand, coaching results, and makes it even easier for lifters to find and work with you.
Would love to build something solid for you if you’re keen—let me know! Either way, keep smashing it! 💪
Cheers,
Per
This message works because it:
✅ Feels genuine and personalized (I reference their achievements and show shared interests).
✅ Shows that I understand their business and their needs.
✅ Doesn’t pressure them—just opens the conversation.
If they reply with interest, I’d follow up with more details and a portfolio link to move the conversation forward.
For more on this, dive into Finding Clients as a (Web Development) Freelancer #2 - Direct Outreach
I’d Leverage Referrals Right Away
The best way to turn one client into many? Get them to recommend me to others.
Rather than waiting for referrals to happen naturally, I’d actively ask for them—but in a way that feels natural, not pushy.
My Go-To Closing Message for Clients
Once I finish a project, I’d send a friendly, appreciative message that makes it easy for them to refer me:
Hey [Client’s Name],
Just wanted to say thank you again for the great collaboration! I hope you’re super happy with your website. If anything ever needs tweaking or if you have questions, just reach out anytime—I’m always here to help!
A couple of quick things:
✅ Can I feature your website in my references and share it on Instagram? If yes, that would be awesome—if not, no worries at all!
✅ Who do you know that might also need a website? I’d love it if you could recommend me—it’s always the best way for me to grow! :)
✅ If you found our collaboration helpful, a Google Maps review would mean a lot. Here’s the link: [Google Review Link]
Also, I’d really appreciate any feedback—whether it’s something you loved or things I could improve. Always looking to get better!
Thanks again, and looking forward to staying in touch! 🚀
Cheers,
Per
This works because it:
✅ Shows appreciation rather than just asking for a favor.
✅ Gives them options—referrals, reviews, and feedback—all valuable to me.
✅ Keeps it casual—no pressure, just a natural way to help me out.
See also: Finding Clients as a (Web Development) Freelancer #2 - Leveraging Referrals and Word of Mouth
6 - I Would Make My First Clients as Happy as Possible
Happy clients lead to more referrals, more trust, a stronger reputation—and, most importantly, more fulfilling work.
This isn’t just about delivering a great website—it’s about creating an experience that people remember and appreciate. Here’s exactly how I’d make sure my first clients don’t just like my work but love working with me:
I’d Deliver Great Work—But I’d Also Focus on the Experience
Freelancing isn’t just about the final product. A client might love their website, but if the process was stressful, frustrating, or unclear, they won’t recommend me to others.
So, I’d make sure that:
✅ Communication is clear and smooth—no guessing what happens next.
✅ The process feels effortless—I’d guide them through everything.
✅ Every step is transparent—so they always know what’s going on.
I’d Be Friendly, Proactive, and Easy to Work With
People don’t just hire skills—they hire people. I’d make sure that every client enjoys working with me by:
✅ Being approachable and easygoing.
✅ Responding quickly to messages and questions.
✅ Taking initiative—not waiting for them to ask, but anticipating what they need.
If a client enjoys the process, they’ll not only come back for future work but also recommend me to others.
I’d Celebrate Their Successes
For many clients, launching a website is a huge milestone—so I’d make sure to celebrate with them!
🎉 A launch message: Congratulating them on their new website and sharing their excitement.
📢 Share a personal behind-the-scenes photo: "Me working on the final steps of getting your website ready - excited for the launch!" or something along those lines.
Making clients feel valued turns them into loyal advocates for my business.
I’d Do Small Personal Gestures That Make Them Smile
It’s the little things that make a big difference. I’d make sure to:
💌 Send a thank-you message at the end of every project.
📸 Give them a social media mention, boosting their business if they’re open to it.
📬 Surprise them with a thank-you postcard—a simple, personal touch that makes an impact.
Clients appreciate thoughtfulness—it makes them remember me and refer me more often.
I’d Stay in Touch After the Project
Many freelancers disappear after a project—but I’d make sure to stay connected.
✅ I’d schedule a check-in after a few months to see how things are going.
✅ I’d remind them that I’m available for updates, changes, or new projects.
✅ I’d casually ask if they know anyone who might need a website.
This keeps relationships warm and active, leading to repeat business and referrals—without feeling salesy or pushy.
Making Clients Happy = Building a Business That Grows on Its Own
When clients love the experience, they talk about it. They refer me without me even asking. And that’s how I’d set myself up for long-term success—by not just delivering great work, but making every client genuinely happy they worked with me. 🚀
7 - I Would Avoid These Common Beginner Mistakes
Starting out, it’s easy to focus on the wrong things—spending time on what feels productive instead of what actually brings results. If I had to start over, here’s what I’d avoid so I could move faster and get real clients sooner.
I Wouldn’t Rely on Freelance Platforms
Platforms like Upwork and Fiverr seem like an easy way to get started—but they’re usually a race to the bottom in terms of pricing and competition.
🚫 Low pay: Clients expect cheap work, making it hard to charge sustainable rates.
🚫 High competition: You’re competing against thousands of freelancers, often from lower-cost regions.
🚫 No control: The platform sets the rules, takes a cut, and can suspend accounts randomly.
There are cases where freelance platforms can work—like if you offer a high-value, niche service (e.g., AI automation, complex web apps) and position yourself strategically. But for general web development? I wouldn’t waste time there.
🔗 Finding Clients as a (Web Development) Freelancer #2 - Navigating Freelance Platforms
I Wouldn’t Waste Time on Branding & Social Media
Many beginners spend months tweaking their logo, refining color palettes, and posting “perfect” content—without ever talking to potential clients. I wouldn’t make that mistake.
✅ I’d focus on real client work first. My website and online presence would be simple but professional—just enough to show my skills and personality.
✅ I’d use social media strategically. I wouldn’t try to build a big audience first—I’d use it as a credibility tool while focusing on direct outreach.
✅ I’d avoid overcomplicating my brand. Clients don’t hire you because of a perfect logo—they hire you because they trust you can solve their problem.
I Wouldn’t Try to Seem Like a Big Business
Some beginners think they need to look like a large agency to get clients—but that’s often a mistake.
Instead of being overly corporate and impersonal, I’d:
💡 Show both my professional side and my personal side—so potential clients feel like they know me.
💡 Make my messaging clear, direct, and human—not overly formal or robotic.
💡 Position myself as a skilled individual, not just another generic web agency.
People hire people they connect with—and in freelancing, being personal and relatable is a strength, not a weakness.
Focus on What Actually Moves the Needle
At the start, I’d cut out distractions and focus on the essentials:
✔️ Building a solid foundation (portfolio, clear services, online presence).
✔️ Actively reaching out and talking to potential clients.
✔️ Delivering great work and making clients happy.
Everything else? It can come later.
8 - The Key Mindset: Start Small, Learn Fast, Keep Moving
At the end of the day, mindset is everything. Freelancing isn’t just about building websites—it’s about building a business, growing your skills, and staying consistent. If I started over today, I’d adopt this mindset from day one:
Momentum > Perfection
I wouldn’t get stuck overplanning or waiting for the “perfect” time to start. Instead, I’d take action and improve as I go.
🚀 I wouldn’t try to master everything before starting—real learning happens by doing.
🚀 I wouldn’t wait until my portfolio is “perfect”—I’d start reaching out to clients as soon as I have something to show.
🚀 I wouldn’t overthink my niche or services—I’d refine them based on actual projects and experience.
Progress beats perfection every time.
Small Projects → Real Experience → Bigger Opportunities
Big opportunities don’t come out of nowhere—they grow from smaller ones.
💡 My first project might not be huge, but it would teach me valuable lessons.
💡 My second and third projects would give me confidence, testimonials, and real experience.
💡 Over time, those small wins would lead to bigger, higher-paying opportunities.
The fastest way to get better, build trust, and attract more clients is to start now and keep improving.
I’d Balance Client Work, Learning, and Business Growth
Freelancing isn’t just about doing the work—it’s also about growing your skills and business at the same time.
🕐 I’d balance client work with learning new skills and improving my services.
🕐 I’d set aside time for business growth—whether that’s marketing, refining my process, or improving my portfolio.
🕐 I’d keep iterating and adjusting based on what’s working.
Freelancing is a long game, and I’d make sure I was always moving forward.
No Client? No Excuse—There’s Always Something to Improve
If I didn’t have an active project, I wouldn’t just wait for work to come in—I’d use that time to make my business stronger.
✅ I’d refine my website and update my portfolio.
✅ I’d create content to position myself as an expert.
✅ I’d reach out to new potential clients—because clients won’t come to me if I don’t put myself out there.
✅ I’d work on learning and improving—so that when the next opportunity comes, I’m ready.
This mindset—always moving forward, always improving—is what separates freelancers who struggle from those who build a thriving business.
Freelancing is a journey, and if I started over today, I’d embrace the process, keep learning, and enjoy every step of the way. 🚀
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