How to start a 6-figure freelance business

Slides from the BrightonSEO Masterclass, 03/10/2024. Discover how to set up your own VAT-registered freelance business. This talk is ideal for those in the creative industries who are comfortable making a digital footprint online and networking with others. As presented by Katie Thompson, who founded Katie Lingo in 2016.

1. Masterclass: How to build
a six-figure freelance
business
Katie Thompson
Katie Lingo
https://www.slideshare.net/KatieThompson74137
@katie-lingo-freelance-writer/
@katielingoyork

2. ¡Hola!
Katie Thompson, Katie Lingo Founder
•Content marketing services for
agencies and small businesses in
the UK/US/Europe
•Trained with the NCTJ and the CIM
•Worked with brands including Amazon,
HSBC and Reuters
•Winner of content marketing awards
with The Drum and Campaign
•Set up in 2016 and have since poached
my husband from his job!
2
@katielingoyork
www.katielingo.co.uk

3. 3
Getting
started
Onboarding
clients
Levelling up Thriving
What we’ll cover today…

4. Why go freelance?
We all have our own motivations…
•“Writing is the most fun anyone can have
by themselves.” –Terry Pratchett
•It doesn’t have to be a ‘drop everything
and sod it’ moment
•You may start as a side hustle and
transition
•Try to make your motivation positive not
negative!
•Remember, it’s not just about being your
own boss.
4

5. WHY GO FREELANCE?
The pros and cons of going it alone
5
PROS CONS
You are your own boss
You’re responsible for sales,
marketing and admin
You manage your own time
and space
You will not work 9-5!
You have uncapped earning
potential
You have no job security
You make a name for
yourself and learn
You have to deal with stress

6. Chapter 1: Getting started
Tell me a little about yourselves.
6

7. SORRY…YOU WILL BE A BIT NAFF.
Rome wasn’t built in a day and you won’t look like a polished professional from day one…
7

8. SORRY…YOU WILL BE A BIT NAFF.
Rome wasn’t built in a day and you won’t look like a polished professional from day one…
8

9. SORRY…YOU WILL BE A BIT NAFF.
Rome wasn’t built in a day and you won’t look like a polished professional from day one…
9

10. BUILDING YOUR
ONLINE PRESENCE
Casting your net wide through
websites, social media and
directories
•You’ll want to build your
presence online first
because then people have
something to refer back to
when you meet them!
10

11. 11
Remember…
You don’t have to do
everything all at once.
•SEO takes time, so use
your site as a portfolio in
the short term
•Your online footprint
goes beyond a website!

12. Websites
12
•Simple, cheap solutions available
with WordPress, Wixor
Squarespace
•Great for showcasing written or
visual portfolios
•Portal to get in touch and read
social proof
•Great for SEO –Moz and
eConsultancyhave beginners’
guides

13. 13
Portfolio sites
•Good place to start while
you’re building a site
•Tumblr and Pinterest for
visuals. Contently and
Medium for written work
•Use links to portfolio
when pitching or as
shareable content on
social media

14. 14
Directories
•List your skills and niches for
clients to find. Some sites
have blog and portfolio
sections too
•Great for SEO –backlinks to
your website
•ProCopywriters, Being
Freelance, YunoJuno

15. 15
Social media
•Build company pages and
personal profiles on
LinkedIn, Facebook and
Instagram
•Great for sharing
portfolios or blog content
•Can help with your SEO
•Don’t feel you need to
cover them all!

16. SHOUTING ABOUT YOURSELF
Because nobody will do it for you…
16

17. 17
Press releases
Draft up a press release
and look for relevant
editors to send to e.g.,
local trade press, Business
Insider etc.

18. 18
Google My Business
Build a Google My Business
profile to have your brand
name appear in the
knowledge graph

19. 19
Podcasts
Search your
favourite/local podcasts
and reach out to be a
guest

20. 20
Reach out to your competitors…

21. PLOT TWIST
21
•By all means, take inspiration from your
competitors, but don’t copy them!
•Your competitors can shout about you and
offer linkbuilding opportunities
•Join online communities like Being Freelance
and Freelancer Magazine
•They can give you advice
•They might just give you referrals!
YOUR COMPETITORS ARE YOUR
COLLABORATORS!
Online communities are a fantastic way of
establishing yourself on the freelance scene

22. Chapter 2: Onboarding clients
Where to find that first client…
22

23. THE CHICKEN OR THE EGG?
Building a portfolio when nobody will give you experience…
23
Clients need
proof that you
can take on the
type of work
they’re offering
A solid
portfolio gives
you the
confidence to
pitch for the
right jobs

24. BUILDING A PORTFOLIO AND SOCIAL PROOF
24
Projects
from
previous
job roles
Volunteering
work
Personal
blogs and
creative
projects
Work
experience
and training
References,
freelance
work from
former
employees
Testimonials
or
references
Social
media
shout-outs
Grades,
markers’
comments

25. GENERATING LEADS
25
Outbound
Inbound
Referrals
E
F
F
O
R
T
•Pay-per-click/social ads
•Networking
•Cold emails
•People Per Hour/Upwork
•LinkedIn/X posts
•SEO
•Job board newsletters
•Word of mouth
introductions
•Social proof
e.g., case
studies and
reviews

26. OUTBOUND
USE WITH CAUTION
1.Look up your ideal client such
as digital marketing agencies
on Prolific North
2.Have a portfolio ready if
you’re sending cold emails or
LinkedIn messages
3.Paid ads can be good for
‘quick wins’ while your
website is being indexed
26

27. CAUTION
27
•Paid advertising needs to be
hyper-targeted. Ask for help
and keep monitoring it!
•Cold emails are generally
annoying. Make them
personal and talk about the
reader, not yourself!

28. INBOUND
HIGHER CONVERSION RATES AND LESS
EFFORT!
1.LinkedIn –search for queries with the
right keywords e.g., freelance
copywriter needed
2.Two-sided marketplaces –build your
profile and respond to requests
3.Job board newsletters/call-outs –sign
up for email newsletters and apply
directly or look for hashtags e.g.,
#CopywritersUnite
28

29. CAUTION
29
•Reply to LinkedIn requests in
DMs, not comments
•Two-sided marketplaces pay
low rates but are good for
building portfolios
•Lower response rate on
emails/X

30. REFERRALS
THE FREELANCER’S DREAM
1.Skips the awareness stage as
you have been personally
recommended
2.Networking is great for showing
your face –then making people
remember you with a LinkedIn
follow-up
3.Supplement referrals with other
social proof like reviews and
case studies
30

31. CAUTION
31
•Make sure the job role is
relevant to you, how ever
good the referee’s intentions!
•Tell them if you’re not a good
fit –you don’t
want to risk your existing
relationships

32. ONBOARDING CLIENTS: SPOTTING CHANCERS
Somebody will always want to take advantage…
32

33. RED FLAGS FOR FREELANCERS
33
Approach with caution or ideally avoid altogether…

34. MONEY
34
•Starts the conversation leading
with how much the service costs,
not the value you’ll provide
•Has qualms about paying deposits
or signing contracts
•Asks for a discount without a
reason
•Wants a free trial
•Promises long-term work for low
pay
•Dodgy Companies
House/Experian profile

35. TIME
35
•Asks you how much you can do in
X amount of time
•Wants to stay in touch outside of
your boundaries e.g., on
Whatsapp
•Needs everything doing
yesterday
•Says they have been let down by
other freelancers before
•Has a bad reputation with other
freelancers or dodgy Google
reviews

36. BUT WAIT…
SHOULD WE WORK FOR FREE?
1.Generally, somebody who expects you to
do a free trial is never going to appreciate
your value
2.A strong portfolio can signpost leads to
similar content
3.BUT is there anything in it for you?
Exposure doesn’t pay the bills but will it
offer:
1.Plugging portfolio gaps
2.Networking
3.Learning
4.Related paid opportunities?
36
Are your time and mental health worth it?

37. PROTECT YOURSELF
SOMEONE WILL ALWAYS TRY TO
SCREW YOU OVER
1.State your terms on your website
including payment terms, amends and
late payment fees
2.You are allowed to charge late payment
fees under the Late Payment of
Commercial Debts (Interest) Act 1998
3.Build a project template using
Freelance UK and ask client to sign
4.Ask for a deposit –50% for bigger
projects and 100% for smaller ones
37

38. IF THEY DO TRY TO
SCREW YOU…
WRIGGLING OUT OF PAYING…
1.Don’t panic. You will feel angry and
cheated. Pause before you send the email
2.Start with a polite email and look for
finance teams on LinkedIn to CC
3.Check any contracts they have given you
(don’t sign without reading!)
4.Send follow-up emails with exact outlines
of project scoped and delivered, CCing
senior staff if you’re being ignored
5.Pick up the phone
6.Get a draft letter before action –PCS
Credit do this for £12.
38

39. AS A RULE…
PAYMENT PATTERNS BIG AND SMALL
1.Small businesses usually pay quicker as
they have less red tape
2.Larger corporates may have (ridiculous)
90-day payment terms so watch out for
these
3.Some companies have red tape like PO
numbers and approvals, so clarify this
before you start
4.The lower price the project, the more of
a pain the client will be!
39

40. PITCHING WITH
CONFIDENCE
40
•Keep your website and
portfolio fresh
•Look up who you’re speaking
to –are they the monkey or
the organ grinder?
•Use ‘you’-oriented language.
It’s about what you can do for
THEM
Getting through that first Zoom call

41. PITCHING WITH
CONFIDENCE
41
•Make notes on the
organisation –previous clients,
social media, size of teams
•Break the ice with a light-
hearted joke
•Have a bank of samples ready
to bring up if they ask for
experience
•Practise power poses!
Getting through that first Zoom call

42. And breathe…
But first, any questions?
Up next:
•Levelling up your freelance
business
•Thriving as a full-time freelancer

43. Chapter 3: Levelling up
You’re established. Now what?
43

44. LET ME INTRODUCE YOU TO HARPOON
The software that changed my life…
44
Money management
•Integrate with accounting software
like QuickBooks
•Automate invoices and send late
payment reminders
•See which clients are perennial
late-payers
•Compare months
and quarters
•Set targets

45. LET ME INTRODUCE YOU TO HARPOON
The software that changed my life…
45
Client management
•Onboard clients and list them by project or
invoices
•Allocate time for each client and budgets
for each project
•Look at revenue and project frequency
•Look at lead generation sources

46. THIS HELPS US TO TIER CLIENTS…
46
•We can categorise clients
into the brass-tacks
figures e.g.:
•How much are they
paying?
•How long is it taking me?
•How often does work
come in?

47. THIS HELPS US TO TIER CLIENTS…
47
•We can calculate a ‘per
hour’ price to break even
based on what we charge
for the project minus
costs
•If they take more time
than they’re worth, it’s
time to rethink

48. THIS HELPS US TO TIER CLIENTS…
48
•But other things
might affect our
decisions e.g.,
mates, charity
clients

49. 49
What do we do with each client?
Full formula here…
GREEN
CLIENTS:
High revenue,
high frequency.
Keep on truckin’.
BLUE CLIENTS:
High revenue,
low frequency.
Give ‘em a
nudge.
YELLOW
CLIENTS:
Medium
revenue, medium
frequency.
Delegate/upsell.
RED CLIENTS:
Low revenue,
high frequency.
Outsource or say
goodbye!
But remember that it’s not always about money!

50. 50
Managing time
Planning work in to manage expectations
•Trello allows
you to view
projects over
a timeline
•You can
assign roles
and deadlines

51. 51
Managing time
Planning work in to manage expectations
•Start each
month by
logging retainer
work and dates
•Add a day per
week to factor
in admin
•Consider this
time when
pricing/setting
expectations

52. 52
Managing time
Time tracking tools
•You can also use
time-tracking tools
like Teamworkor the
time-tracking
function in Harpoon
•This will help you
estimate time for
future projects
•Pomodoro.io lets you
get your head down
for specified periods
to focus!

53. WHAT’S YOUR ROLE?
Are you the entrepreneur, manager or technician?
53

54. 54
You’re all three.
So there’s a lot to learn.
Technician
•You’re the doer –the
reason you started
this business.
•You provide the
service, whether
that’s writing,
drawing, making or
anything else.
•You don’t do the
admin.
Manager
•You take care behind
the scenes.
•You manage the
admin like the
invoicing and the
accounting.
•You put processesin
place for long-term
success.
Entrepreneur
•You grow the
business.
•You might be
responsible for sales
or marketing.
•You have long-term
visions for the
business beyond the
day-to-today.

55. ADD A FOOTER 55
Roles at Katie Lingo
Where I (yellow) and Craig (green) fit in now we’ve expanded…
N.B. Expect
to outsource
some roles,
such as our
accountant,
in red.

56. 56
Processes at Katie Lingo
How everybody (hypothetical or not) fits into their roles

57. TO GO LIMITED
OR NOT?
Is it time to register on Companies House?
1.To go limited, you’ll need to pay £50
to Companies House and become
registered
2.You’ll need an accountant ( we use no
frills Tax Assist at £110 p/m)
3.Being limited means you have limited
liability i.e., if somebody sues the
company, it doesn’t hit your pocket
directly
4.There are tax benefits such as company
cars or income versus corporation tax
57

58. TO GO LIMITED OR NOT?
The pros and cons of become an LTD.
58
PROS CONS
More authority with clients Accountant fees
You can have co-directors
and split shares
You can’t take money out
willy-nilly
Tax benefits
Your address/details will
appear on Companies House
You don’t need to fill out
your self-assessment
Admin charges e.g., co-
directors, addresses

59. Chapter 4: Thriving
Maintaining a work/life balance and avoiding feast/famine
59

60. KNOWING YOUR WORTH
60
You will
probably
charge less
at the
beginning.
Look at your
years of
experience.
How do you
add value?
Look for industry
benchmarks e.g.,
ProCopywriters
day rates
Look at what
organisations
are paying
e.g., NUJ
average
freelance
rates
How to charge for your work
Day rate, hourly rate, project rate or something else?

61. 61
DAY RATES
•Often
preferred by
agencies as a
guideline
•Can estimate
project
based on
number of
days
•Always add
an extra half
day for
amends or
inevitable
client
changes
OTHER
PRICING
•Retainers are
great for
ongoing
work
•You may be
asked for a
volume
discount
(don’t
discount for
no reason!)
•Some people
ask for price
on quantity
e.g., price per
word –be
careful
PROJECT
RATES
•Best for
freelancers
as there are
no time
constraints
or work
logging
•Can be
flexible
based on the
brief set
•Accounts for
different
skillsets
HOURLY
RATES
•Agencies and
SMEs like
this as a
ballpark
•Ideal for
smaller
projects
•Remember
that value is
more
important
than time –
will 8 hours
on a landing
page land
£10K in
leads?
In reality, you’ll probably do a bit of everything.

62. SAVING TIME
The bigger the business, the slicker the
processes need to be
•Have contract templates ready for
quicker client onboarding or use
software like Docusign
•Use Harpoon for automated late
payment reminders –no awks emails
•Repurpose existing blog content
•Choose tools that integrate e.g.,
QuickBooks and Harpoon
62

63. WORK VS. LIFE
Ask yourself these questions for your
mental health:
•What’s in it for me e.g., money,
dream client, CSR, learning
opportunity?
•Am I saying no to activities I used to
enjoy?
•If I say yes to this, what am I saying
no to?
•Will this benefit me in the long term?
63

64. WORK VS. LIFE
Set boundaries with clients
•Put your working hours in your email
•Use a separate work phone number
(you can get dual sims now)
•Don’t make “can you just” a habit –
their disorganisation is not your fault
•Remember, there is always leeway
with deadlines and clients are human!
64

65. FEAST AND FAMINE
AVOID FAMINE AND KEEP WORK
CONSISTENT
1.Look at your previous client work. Does
this client get in touch at certain times
of the year, e.g., with regular reports?
2.‘Nudge’ clients, especially those with
high-value but low-frequency projects.
A personalised ‘saw this and thought of
you’ email will keep you front of mind
3.Don’t give up marketing in the busy
periods. Repurpose existing content
and post at pertinent times!
4.Plan retainers months ahead
5.Ask for reviews when a project is
finished
65

66. 66
ASK FOR HELP…
These organisations are here to answer your questions

67. 67
…one day, they’ll be asking you.
I have had the pleasure of sharing wisdom with:
•Archbishop Holgate’s School
•Art Is My Career
•BrightonSEO
•ContentUK
•Digital Women
•Enterprise Works
•Holy Family Primary School
•Impactus
•Lean In Leeds
•Leeds Digital Festival
•Node
•Open Velocity
•The Times Higher Education
•York Creatives

68. 68
These opportunities will help you stand out.
As will…
Product
development
Applying
for awards
Going the
extra mile…

69. CASE STUDIES
How we went from teeny clients to global brands…
69

70. LinkedIn
How we won Reuters
1.We automated a search for freelance
copywriters
2.We saw a post from Reuters looking for
writers
3.We directed them to our portfolio
showcasing blogs we’d written about
Reuters
4.We sent them whitepaper samples
5.They gave us their rates and signed us
up
70

71. Networking
How we won HSBC
1.I attended an industry event called
Digital City Festival
2.I networked with a company that
matched freelancers with brands
3.We built a profile on their website that
matched the skillsets they needed
4.They approached us and asked us to
work for HSBC
5.They now approach us ad hoc for other
big-name clients
71

72. Referrals
How we won Amazon
1.We spoke at MeasureFest about our
new data visualisation service
2.One of the attendees at our talk
worked at a London agency
3.We were referred website work from
our professional photographer
4.The owner of said website was married
to somebody who worked at another
agency…
5.…that worked with the agency that
attended our talk…
6.…and that works with Amazon!
72

73. Twitter (now X)
How we won PG Tips
1.I attended an industry event –Digital
City Festival –in Manchester (I also
spoke at the event a year later)
2.I watched other talks and followed the
speakers on X
3.One of the speakers followed me back
and saw my blog content
4.He sent me a DM and told me about his
agency
5.His agency works with PG Tips, so we
ended up writing for them!
73

74. 74
THE TAKEAWAYS
1. Getting started
•Build an online presence –this will be
iterative so don’t panic
•Shout about yourself every way you can
•Join freelance communities and
collaborate with competitors

75. 75
THE TAKEAWAYS
2. Onboarding clients
•Build your portfolio using your existing
networks
•Focus on inbound leads while you
build up your confidence
•Watch out for chancers and look for
other kinds of value

76. 76
THE TAKEAWAYS
3. Levelling up
•Tier clients based on revenue, time
and how they make you feel in
general
•Assign roles to you and other
members
•Manage time and set expectations

77. 77
THE TAKEAWAYS
4. Thriving
•Diversify your talents with public
speaking and product development
•Consider your mental health in
every decision
•Focus on retention to avoid feast
and famine

78. Any questions?
Slides will be available!
@katielingoyork
www.youtube.com/@katielingo
www.katielingo.co.uk