New Web Designers: Getting Started in the Industry (Part 3)

Posted by Crystal on Jan 5, 2010 in Management | 1 comment

Part 1 and part 2 of this series has so far consisted of planning and finally setting up shop as a new web designer. However, you can’t be a very good freelancer unless you have clients, right? In the previous steps we’ve definitely done work, but we need to start getting paid to work!

This is why in part 3 we will be focusing on getting clients, and more specifically on landing our very first clients. This can be difficult because many just starting out may not have any real-client portfolio pieces, and we can easily look inexperience or unskilled. There are plenty of ways to overcome this, though, so let’s look over a few options.

1. Set Your Rate

Many clients will want to know your hourly or set rate for a project. I personally recommend starting out with hourly rates because if you’ve never had a client before, you will have a very rough idea of the amount of hours a certain type of project takes, or how much work.

Also, before you have a steady client base, you probably don’t have contracts written or a good grasp of writing proposals, timelines, and doing project planning in general. All of this is fine, and most knowledge will come with experience. However, that leaves the nasty side-effect of increased project scope, meaning your client will want you to do more for the project than what you had originally agreed to do, or thought you were going to do.

However, if you set an hourly rate your first few projects, you can begin to get a more accurate picture of how much work goes into each type of project. Once comfortable with that, many web designers have their own preferences when it comes to fixed vs. hourly rates.

So How Much Should You Charge?

This is the ultimate debate among freelance web designers. How much should we charge for our services? This all depends on experience, location, brand, and a number of other things. According to Salary.com, if we divide a web designer’s yearly salary evenly throughout the year considering how many actual billable hours a freelancer works, and including holidays, vacations, etc., it comes around to about $75/hr. (Keep in mind a freelancer doesn’t charge 8-hr work days either, since their eight hours of working usually aren’t billable, as in directly working on client projects. Marketing, communication, and administrative work are all un-billable, yet still a part of a freelancer’s work day.)

Yet, this number is for experienced web designers with an already-built brand for themselves and more experience. In this article, A Discussion on Hourly Rates in Web Design, they found that many new web designers only charge $25-$50/hr. There was also a huge chunk that charged even less than this, but it is probable that location is reason for this. In other words, those that live in areas where the dollar is weaker can still charge $15/hr and make a decent living.

The number one thing to avoid, however, is underpaying yourself, even if it’s just to win over your first few clients. For more reasons why, check out Sitepoint’s article, “You Want to Pay Me What? How Lowering Your Rates Can Hurt Your Business.” Yes, you will probably have to start with a cheaper rate because of your experience and lack of current examples, but avoid undercharging. As another downside, the clients who are so cheap that they hired you to get a good deal are usually the worst to work with. Find someone that respects your time enough to pay you decently, and the relationship between the client and you is usually much better.

Finding the Right Rate for You

In all, it’s best to do a search in a site like PayScale to determine a good starting salary based on location, experience, and other factors. Then, find an hourly rate from that based on how many hours you’re planning on working and on your own lifestyle.

2. Create a Marketing Strategy

Anyone can land their first client, and anyone can keep a semi-steady stream of new clients coming. The issue most new web designers have is that they either don’t know where to start, or don’t know how to correctly use those starting places. In a previous post, Where to Show Off Your Work, Find Jobs, and Get Noticed, we go over a few areas of where to find work, and even a sub-section for where to find work as a new professional. However, if you don’t use these websites and strategies successfully, you’ll never be able to find clients consistently.

That is where creating a marketing strategy comes into play.

“Marketing your business isn’t hard. There are literally hundreds of ways you might go about it. They are not all equally effective, but you’ll soon have more clients if you follow a few basic steps to develop a marketing strategy that works, implement it regularly and measure its impact.” — Brendon Sinclair

What should be most stressed at this stage is that simply applying for a few jobs here and there, every few days, only when you feel like it…well that’s just not going to work. Every type of freelancer needs a marketing strategy that they undergo everyday. This marketing strategy could include social media marketing, applying actively on job boards, or any other way to expand you and your brand. It doesn’t matter how you go about it, it is only essential that you stick with a plan and market your brand every day, rather than only when you need work.

An Example of a Freelance Marketing Strategy

Again, there are thousands of ways to market your business, and below are just some things I use. There are no right or wrong ways, and some may be more effective than others for different people. You’ll just have to try out different things and see what works best.

1. Twitter Marketing: Growing your social media empire is essential to building your brand and getting clients to come to you. I generally get on Twitter as one of my first steps in the morning, and find new people to follow, tweet useful and related links/information, and also try to be a bit human. This is how I can connect with anyone who may want to work with me, or otherwise may want to hire me. For more information, check out all the links on this post: Twitter Marketing Guide: Tips, Best Practices, and More.
2. Digg, StumbleUpon, DesignBump, & More: While Twitter is probably the most active in terms of communicating directly to a wider audience, other social media sites can have a huge impact in expanding my brand and getting that much more involved in the community. I leave comments, promote helpful articles, and submit some of my own stuff. By doing so, I’m putting my work and name out there yet again, increasing my portfolio’s pagerank, as well as inviting in targeted traffic.
3. Blogs & Forums: I then check around to my favorite blogs, but am always sure to leave a comment if it I read it, am interested in it, and especially if it is relevant to my business. This is just another simple way to become a part of the community and get your name out there. I post around at a few forums too, getting involved in the conversation. While I’m in forums, I also check the “Looking for…” or “Hiring…” topics as well.
4. Job Boards: Finally, job boards. This is where many new freelancers start, and then stop, when it comes to marketing. This is the most direct way to try to win over clients, but it should be noted that they are overrun with other web designers just like you as well. If you’re name means nothing to a potential client, you won’t win the job. That’s why I put the least emphasis on job board hunting, because I know I can get more clients to come to me if I focus on building my brand and reputation rather than begging for work. Yet, if I do find something I’m interested in, I’ll put together an application.

That is just an example of what I do everyday to find clients and work. There are many more methods, and some work better than others. Please feel free to add your own two cents when it comes to marketing in the comments!

3. Apply the Right Way

Despite job board hunting being my least focused marketing activity, I remember it was what I depended on most when just starting out. That’s because building your brand and reputation is an exponential thing, and it takes time. While you’re giving it time, you do need to find work actively by searching for jobs and applying.

So, with those overrun job boards and offers on forums, how can you get a client’s attention? Having both posted for jobs and trying to obtain jobs, I have compiled a list of the most effective strategies to get a response.

• Only apply to jobs you’re qualified for. Don’t try to apply for jobs you know you can only half do well, or would be willing to learn how to do along the way. Clients and employers can see right through that, and chances are there are plenty of others applying for the same job that are qualified.
• Follow the instructions for application. If a job listing tells you to supply certain information, then supply it. Clients/employers are always looking for something specific, and if you don’t provide them with the information up front, they won’t be likely to get a hold of you, even if you are the right match. Besides, who wants to hire someone who can’t follow simple instructions?
• Leave examples of your work. They shouldn’t have to respond to you to get an idea of what you can do; you should provide it up front. Post at least five of your most recent and best examples (or a link to a portfolio with five recent examples), and put more of an emphasis on the types of web designs you’d think the job poster would be most interested in.
• Create a resume. Resumes are not always needed for job boards, especially for contract or freelance work. However, some clients or employers will ask for them so you should have one ready regardless. Also, even for those jobs that don’t request a resume, having one looks that much more professional. A resume provides more of the ‘background information’ that most employers like to see.
• Make in the right length. When applying for a job, realize that this person has a lot of applicants to go through, so respect that. Don’t make your email (or whatever other method) to them too lengthy. However, avoid making it too short as well. A short introduction, links to your examples, portfolio, and resume, and a quick list of your skills should be enough. Introduce yourself enough to get their attention, and they’ll follow up if they think you’re a right match.
• Use correct spelling, grammar, and tone. From the few times I posted a job myself, be it outsourcing work or whatever, it never ceased to amaze me how many applicants I got that that did not treat me like any other professional. Remember that you’re not chatting with your close friend, so avoid annoying chat-like abbreviations (lol, omg, etc.), and incorrect, quick grammar. Instead, use correct tone. Just because you’re on the Internet doesn’t mean that applying for jobs is any less professional. Also double check your writing for spelling errors and grammatical errors. Remember, the applicant is your first impression!

One thing to note is that no matter how perfect your application is, you still may not win the job, so apply to many! It can be a good idea to set up a general template for doing this for the information you use repeatedly. However, avoid copying and pasting your pitch into a lot of jobs because those types of applications can seem obvious (not to mention spammy).

Today’s Assignment

1. Research different rates for web design (or your desired niche) and see what comes up. What is the average? What is the average just starting out? Be sure to look up rates for web design and freelance web design. Also, get involved in discussions, look at statistics, and also read articles by other experienced freelancers in your niche to get an idea before deciding on what you should charge right away. Then, decide on your starting rate. (Remember, this can always go up as you gain more experience, but still don’t undercharge yourself!)
2. Research various methods that freelancers can market themselves and their business. Also determine whether or not it would be more beneficial to market your given name or your business name, and develop how you want others to perceive you. Then, develop a marketing plan that portrays your business the way you want it to be portrayed, and finally, stick to the plan. Make sure to be consistent, and only change your methods after a few weeks; after you can examine what works and what doesn’t.
3. According to your marketing plan, you should have some job board sites that you like to at least visit regularly. For this first day, put some extra time into job boards, and practice writing the best proposals possible. (Here is a short video about practicing proposal writing: Practice Writing Proposals) Include what was mentioned above, and if you get any responses (whether you actually win the job in the end or not), analyze what you wrote in your initial contact to get that response. What works? What doesn’t?

Remember that finding your first client is also a learning experience too; you’re learning how to approach employers, how to find clients, and how they can find you. Be sure to examine what you do and how it affects your marketing outcomes so you can use that knowledge in the future.