The Basics for Freelancing Success in 2025

by Andy Strote, photo by Saaaaaarah

The Best Way To Freelance: Find Clients Who Give You Steady Work And Refer You

In my freelancing and agency career, I spent little time hustling for new business. I got a few clients who gave me lots of work and built from there. So much easier.

Because these clients worked for big companies, their referrals were to colleagues, also at big companies. (See how that works?) Also, when a client changed jobs, leaving from one big company to go to another, they often took me with them. Now I had two big clients.

If you subscribe to freelance writer Lizzie Davey’s newsletter (scroll to the bottom to sign up), you’ll see that she posts her income and the clients she’s been working for that week. After a few weeks, the same client names (Shopify, for example) come up repeatedly. That’s steady work.

What’s the secret? Lizzie delivers. Otherwise, they wouldn’t keep coming back. But, also importantly, these clients have an ongoing need for her work. In other words, big clients, week after week.

Some freelancers would rather work for smaller mom-and-pop businesses, which is fine. But in my experience, there’s just not enough there, so you’re constantly hustling for new clients.

Think carefully about who you want to work for and how you’ll get enough projects to keep you busy.

Here are practical tips for getting repeat business from clients. Repeat business and referrals worked for me.

Having A Niche Will Make Your Life Easier

There are many reasons to have a niche: better money, bigger reputation, more likely to get referred.

However, one of the key reasons for developing a niche is that it makes your job easier. You know the clients, you know their issues, you understand the buzzwords, you’re one of them.

You’re confident in your work. You’ve become an expert. Whatever you’re learning now is at a much higher level. That also makes it more fun.

Here’s what successful freelancers said about niches.

Bored In Your Niche? Here’s How to Fix That

What if working in a niche gets too easy, and you get bored? What should you do?

Develop another niche. No one said you can only have one. Your second niche can be related to your existing one or not. It’s up to you.

It’s essential to keep yourself interested and stimulated.

How can you identify a happy, stimulated freelancer? Their favorite day is Monday. They get to work on what they love.

If you’re not loving the niche you’re working in, find another one.

New Book For Freelancers

How to Become a Successful Creative Freelancer is the essential business guide for freelance writers, designers, developers, filmmakers, and photographers.

It’s broken down into easy-to-understand chapters with strategies and tips you can use today. Not just “what to do”, but also “how to do it”. It’s available now in Paperback and Kindle ebook on Amazon.

Want to Grow An Agency? The Agency Book is For You

If you’re thinking of growing an agency, you’ll want to read How to Start a Successful Creative Agency. Available at Amazon(Paperback & Kindle ebook), Kobo(ebook), Apple Books (ebook), and Gumroad(PDF).

Testimonial: Recommended!

“I’ve been freelancing for 25 years, and Andy’s advice has never been any less than impeccable. Recommended!”

Nick Saalfeld, Twitter

Freelancing is as Much About You as Your Craft

Being good at your work is critical, but it’s not the only thing. Your personality and your vibe count for a lot.

Do people look forward to talking to you or being with you? Do you make them happy?

At my first agency, a client told me that meeting with us was the most fun they had all week. Do clients say that about you?

To many clients, your job looks like fun, way more interesting than theirs. You get to be creative, to come up with new ideas. Make sure some of that fun rubs off on the clients. Make clients your “business friends”.

Reliability Is Everything. No One Has Time For Flakes

I can’t over-emphasize this. Above everything else, be reliable. Show up on time for meetings and calls. Deliver on your promises even if you have to work weekends or pull all-nighters.

No one is interested in excuses. Don’t ask for last-minute extensions. You become hard to work with and annoying.

If the due date is Wednesday, send it to them on Tuesday, so they have it first thing in the morning.

Here’s everything clients valued most in freelancers. Hint: reliability was #1.

Create Systems For Your Admin Work to Free Up Time

Figure out your admin processes and how to best streamline them. That means your contact database, calendar, estimates, invoices, accounting, tax schedules, etc.

Some freelancers like to integrate everything in one platform, like Notion, while others will cherry-pick their admin stack. Spend time to figure out what works best for you and learn how to use it efficiently.

You want to spend as little time as possible on admin, but ensure it’s done right. You may consider getting an accountant to help with some of this. I always had an accountant as soon as I started freelancing. Think about it.

Develop Outside Interests and Hobbies—There’s More to Life Than Work

Many freelancers and entrepreneurs like to brag about how busy they are. They’re working 24/7, never take holidays, don’t read anything other than business books, blah, blah, blah…

Don’t do that. Make sure your life is more than your work. Take vacations. Learn about things unrelated to work. Exercise. Play sports. Go to live events like concerts, theatre, and poetry readings.

Your brain needs a change from work. Fill it up with something interesting. Life is short, and getting shorter. Have fun.

Free 1-Hour Consultation if You Bought One of My Books

I’ve been doing this but never publicized it. If you bought one of my books, I’m happy to chat on Zoom, Google, or whatever platform works.

I’ve done it for quite a few people and have enjoyed it. For some, it helps them give their business direction or solves immediate problems.

No proof of purchase is necessary. I’ll take your word for it (but I might ask you what you liked most about the book).

So, buy a book and get in touch. If you already own one of the books and want to talk, let me know.

On Bluesky, DM me at ‪@strotebook.bsky.social

On Twitter, I’m @StroteBook

On LinkedIn, I’m Andy Strote