How to Find Clients as a Freelance Designer

When we started Wauu! Creative, finding clients felt like trying to solve a puzzle without seeing the picture on the box. Everyone talks about "building a client base," but nobody really tells you how messy and uncertain those first steps actually are.

Here's what actually worked for us, the mistakes we made along the way, and what we learned about turning one client into many.

Start Somewhere, Even if the Price Isn't Perfect

Our first real client was Lauri Hyttinen from Tuusulan Remonttiapu. We didn't charge what we probably should have. Actually, we charged less than what most agencies in the market were asking. And honestly? That was exactly what we needed to do.

We helped Lauri build his brand from scratch. We spent time understanding his business, communicated clearly throughout the process, and brought our design expertise to the table even though we were just starting out. The work turned out well, and more importantly, Lauri was happy.

That one project led to two more clients: Fixio and Kylmäpumppu. Both came through Lauri's recommendation. This taught us something important early on. If you do solid work, communicate well, follow through on what you promise, and actually bring value with your expertise, clients become your best salespeople.

Many experienced freelancers find that opening up multiple potential channels for clients to discover their work is more effective than searching for a single magic solution. But when you're just starting, sometimes the best channel is simply doing great work for one person who knows other people.

Build Your Portfolio Before You Need It

What if you can't land that first client? This is where most freelancers get stuck. They wait for clients to come to them, and then wonder why nothing happens.

The answer is simpler than you think: work on your portfolio. Right now, many designers send PDF files as portfolios, actually we still do this... But here's what actually works better: create a proper portfolio site.

You don't need to spend money on this. Webflow offers a free site option that you can use to showcase your work. A website gives you credibility that a PDF just doesn't have. It shows you understand how design works on the web, and it gives potential clients a place to explore your work at their own pace.

Once you have your portfolio site ready, you can start approaching marketing agencies. This is what changed things for us. We connected with Resaco, a marketing agency that needed design support. They outsource their layout design work to us. We provide them with high-fidelity layouts, and they handle the development for their clients. It's a win-win situation, they save time and we get paid for doing what we love.

This partnership model works because agencies often have more client work than they can handle internally. Connecting with businesses like advertising agencies through direct outreach can be an effective way to expand your network and secure new projects.

Partner with Agencies and Other Freelancers

Working with agencies isn't just about getting work. It's about building relationships that lead to consistent projects. When you deliver quality work on time and make their lives easier, they keep coming back.

The same goes for other freelancers. Networking with freelancers in related fields can enable you to access their existing relationships and expand your client base. If you're a designer, connect with copywriters, developers, and marketers. When their clients need design work, you want to be the first person they think of.

At Wauu! Creative, we focus on UI/UX design, branding, and Webflow development. This means we can offer a complete package, but we also know when to bring in specialists. Building a network of trusted partners makes you more valuable to clients.

Another note regarding services provided, don't offer everything for everyone. Rather focus on couple of services you're really good at, find your ICP and focus on providing them solutions. If you're starting out and plan to offer everything for everyone, it means you will compete with those people who are

Start Marketing When You Can Afford It

Once you have some money coming in, invest in marketing. We're currently doing cold email marketing. We automate parts of the process, but we customize each email. Generic mass emails don't work. People can tell when you've actually looked at their business versus when you're just blasting the same message to hundreds of companies.

Of course, the cheapest way to get clients is cold calling. It's uncomfortable. Nobody enjoys it. But it works if you approach it the right way. Don't pitch immediately. Start a conversation. Understand their needs. Show genuine interest in their business, offer some kind of lead magnet and get them into a meeting with you.

The Snowball Effect is Real

When you deliver good work, communicate effectively, and ask clients to refer you, they usually will, creating a snowball effect where clients connect you with others doing meaningful work. This has been true for us.

After Lauri referred us to two more clients, we started seeing a pattern. Each satisfied client led to more opportunities. Our work with Fixio and Kylmäpumppu brought in even more leads to our pipeline. The key was never just delivering the design. It was the entire experience we created for clients.

Clear communication. Meeting deadlines. Bringing expertise and ideas to the table, not just executing what they asked for. Following up after projects ended. These small things add up.

What Actually Matters in the Long Run

Finding clients as a freelance designer isn't about having one perfect strategy. It's about doing several things consistently:

Build a strong portfolio that shows not just pretty designs but solutions to real problems. When you showcase your work, explain what challenge the client faced and how your design solved it. This is what potential clients actually care about.

Start with competitive pricing to build your reputation. You can raise your rates later. Right now, you need testimonials and case studies more than you need maximum profit.

Network actively, both online and offline. Join design communities. Attend local meetups. Connect with other freelancers. Some of these relationships will turn into client work, others will turn into partnerships. All of them are valuable.

Partner with agencies that need design support. They have clients but need help with execution. This gives you steady work while you build your own client base.

Informing your personal and professional network about your freelance services can lead to referrals when someone needs what you offer. Don't be shy about telling people what you do.

When you start making money, invest in marketing. Cold emails and cold calls might feel old-fashioned, but they work when done thoughtfully. The key is personalization and genuine interest in helping potential clients.

Don't Wait for Perfect Conditions

The biggest mistake we see freelance designers make is waiting. Waiting for the perfect portfolio. Waiting for the perfect pricing strategy. Waiting for clients to somehow find them.

We started by saying yes to work that wasn't perfectly priced. We reached out to agencies before we felt completely ready. We built relationships even when we weren't sure they would lead anywhere. And slowly, one client at a time, we built Wauu! Creative into what it is today.

Your path might look different. Maybe you'll find your first client through a freelance platform. Maybe through a friend of a friend. Maybe through an agency partnership. The specific path matters less than taking the first step.

Start building your portfolio site today. Reach out to one marketing agency this week. Tell three people in your network that you're taking on freelance design work. Small actions, done consistently, lead to big results.

If you want to see examples of how we approach branding, check out our work with clients like Daniele Lewin Psychotherapy and Amanda Graham Events. Or if you're looking for a design partner for your own projects, let's talk.

Finding clients gets easier with time. But it never happens by accident. It happens because you show up, do good work, and keep showing up even when it's hard.