How to Find Copywriting Clients: A Realistic Guide for 2026

Post updated: 05.01.2026.

After making the decision to become a copywriter, the next question people normally ask is: How do I find copywriting clients? Because without clients, you don’t really have a business. You just have an idea.

Now, there’s no one set path to finding clients, and my general advice is always to play to your strengths. If you’re a people person, then maybe in-person networking will be your thing. Or, if like me (Jamie), you’re more introverted, then inbound marketing might be your preferred approach.

What I will say though, is that while freelance platforms and job boards can help you get started, they rarely lead to a dependable business in the long-run. This guide takes a more realistic, long-term view of finding clients, based on what actually works today, and what’s likely to keep working in the years ahead.

The role of the copywriter has changed over the past few years. Clients aren’t just looking for words on a page anymore. There’s a growing expectation that you’ll understand strategy, messaging, and where your work fits into a broader marketing funnel.

Indeed, the Content Marketing Institute reports that a whopping 58% of B2B marketers rate their content strategy as only ‘‘moderately effective’’, and the number one reason is a lack of resources.

So, if you’re able to connect the dots between the needs of an audience, the goals of a business, and the messages that best represent a brand, then you’re in a strong position to build a dependable client pipeline. Sean Clancy, Managing Director of SEO Gold Coast says:

‘‘The secret to getting copywriting clients in 2026 is to be a problem solver, not a writer. Clients want to find copywriters who demonstrate a good grasp of their particular problems. This implies that it is no longer sufficient to simply present your portfolio; you must concentrate on how your copy can solve the pain points of prospective clients.’’

Now, if you’re brand new to copywriting, then I’d recommend starting with my guide on How to Become a Copywriter. It covers topics like qualifications, niches, and building a portfolio. Or, if you’re all set and ready to start working with clients, then this guide will hopefully point you in the right direction towards building a steady business.

Or maybe you’re a copywriting veteran who’s going through the summer slump, the winter wind down, or the tax year tightening, and just wants some inspiration to mix up your marketing strategy? Hopefully the guide will help a bit there too.

Now, I know that being the sole writer of this guide would present a limited perspective on how to find copywriting clients in today’s market. So, I’ve asked other working copywriters to contribute their personal insights as well…

Tip: This guide is pretty long, so you might want to boil the kettle, make a coffee, and relax for the next 20 minutes or so. You might also want to add it to your bookmarks so you can refer to it again in the future.

Contents

Look at Your Network and Relationships
Connect with Other Freelance Copywriters
Reach Out to Creative, Marketing, and Digital Agencies
Finding Copywriting Clients on LinkedIn
Attending Industry Events (In-Person Networking)
The Inbound Approach (My Preferred Way to Find Clients)
A Note on Job Boards and Content Mills
How to Manage the Unpredictability of Freelance Copywriting Work
Building a Client Pipeline That Works for You

Start By Looking at Your Network and Relationships

According to the 2024 ProCopywriters Survey, 89% of copywriters find new clients by word of mouth. It stands to reason then, that when you’re starting out, the quickest route to paid work is usually through people you already know.

It might not feel especially strategic, but it’s where a surprising number of copywriters get their first proper client.

This might mean reaching out to a former employer, especially if you had a marketing, comms, or writing-adjacent role. Even if they don’t need any help right now, you’ll be top of mind when something does come up.

Likewise, if you’ve got friends or family members who run their own businesses, they’re worth speaking to as well. The key here isn’t to push yourself on people, it’s to let them know you’re available and open to work.

Most people won’t think to recommend you unless you’ve told them clearly what you do and who you do it for.

Even sending some friends a simple message along the lines of “I’ve started taking on freelance copywriting work – let me know if you ever need help with this” can plant the seed. These kinds of conversations often lead to referrals further down the line.

I once read a quote that went something like this: ‘‘even if you only told your dreams to a lamppost, they’d be far more likely to come true’’. It stuck with me (and if you know the source do let me know – Google fails me).

My point is, if you don’t tell anyone what you’re doing, no one will know to support you. Your first few opportunities might come from the most obvious places. That doesn’t make them any less valuable.

My first ever freelance job came from someone I was already acquainted with. A business owner in the education space needed help writing a few pages for their new website. I wasn’t advertising anywhere. I’d simply mentioned in passing that I was thinking of offering freelance copywriting, and they asked if I’d be interested. That one job led to more, and gave me something real to build on. Emily Hanson says:

‘‘Easier said than done, but when I speak to colleagues in the space, I so often hear that they’re scared or embarrassed to do outreach. Getting over this hurdle can be a big thing. Feel the cringe, feel the fear, and send that cold email. Send the LinkedIn message, add the comment. Introduce yourself. What’s the worst that will happen? It remains unopened or is ignored – you’ve not lost a great deal. If it’s read though? And it’s the right person? It could be the start of something wonderful!’’

Image source: ProCopywriters

Connect with Other Freelance Copywriters

One of the most overlooked ways to find work as a new copywriter is to build relationships with other freelancers. Copywriters get busy. When deadlines pile up, or a project falls outside our usual scope, it’s often easier to pass on a lead than to try to handle it ourselves.

This kind of referral work doesn’t usually happen overnight, but it’s worth investing in. You might connect with someone who writes for a different niche, or specialises in another format. If you’re both confident in each other’s ability, referring work back and forth becomes a natural part of the process.

I’ve had work come in this way on a few occasions. Sometimes from other copywriters I’ve met through agency work, or projects where we were both brought in separately. A quick email or message saying, “I’m booked out but thought this might suit you” can make a real difference, especially in the early stages. Rebecca says:

‘‘Often, people doing the same role as you can be viewed as competitors, but that shouldn’t be the case. Other copywriters are great to have not only as sounding boards but to pass work to. I previously sent work to a local copywriter when I had too much work and I keep in touch, so I have someone to cover me when I need it, like if I’m ill. It’s important to ensure you choose the right person and talk with them about their processes to ensure they meet your standard. You should do a short project first and if you’re happy with them, then you can continue to build that relationship and support each other.’’

You can also connect with freelancers in adjacent disciplines – designers, developers, content strategists, social media managers. People in these roles often speak directly to the same clients you want to work with, and many of those clients need writing support at some point.

Whether it’s through an online community, a Slack group, or a mutual connection, it’s worth spending a bit of time getting to know others in the wider freelance space. Not necessarily with the intention of pitching, but with the aim of being helpful and building genuine connections. The work tends to follow naturally once trust is there.

Reach Out to Creative, Marketing, and Digital Agencies

As a freelance copywriter, an agency can be a reliable source of freelance work, especially if you’re looking to build regular client experience early on. The reality is that you only really need to contract with 3 or 4 agencies to be booked out month on month.

It’s my experience that most agencies don’t have a copywriter in-house, or if they do, they often need extra capacity when things get busy. If you have a copywriting portfolio ready, this can be a good route into steady projects without having to constantly pitch for new business.

Here’s how Emily Williams approached outreach when she was a new copywriter:

‘‘When I first started out, I contacted a few SEO/marketing firms that I loved the style and branding of. I ended up working full-time with just two clients, creating content to go alongside their SEO services. All of the work I did was whitelabel, so they got to offer a more in-depth service without actually doing any extra work, and I was booked out months in advance. Finding an established firm with complementary services can be an easy way to grab your first clients. It’s just about finding the right fit for the kind of writing you offer.’’

Start by researching agencies that feel like a good fit. Look locally to begin with, or focus on those that work with clients in sectors you’re familiar with. The goal is to start a conversation. Introduce yourself, show that you understand what they do, and ask if they’d be open to a quick chat. If you’re nearby, offer to meet for coffee.

When I first started out, I reached out to a local agency called Mearns & Gill when I lived in Aberdeen. I sent them a short email explaining what I did, and asked if they’d consider keeping me in mind for future opportunities. The next day, they emailed me and asked if I’d come to their offices for a chat.

That meeting turned into me becoming their in-house copywriter on a contractual basis, while building my own client list on the side. It was the ideal setup for me at the time, and an invaluable stepping stone to specialising in more niche industries like energy, and oil and gas. And it all started with a simple message. As the founder of a digital marketing agency, Deepak Shukla is used to being on the receiving end of emails from copywriters. He says:

‘‘At Pearl Lemon, we’ve found that 90% of the freelancers we work with came through a warm intro or a short pitch that clearly demonstrated fit. We’re not looking for grand proposals, just evidence that a writer has taken time to understand what we do and where their skills might add value.’’

However, don’t feel like you have to contact every agency you find. Start small. Half a dozen emails are enough to get a sense of what kind of response you’re getting. Tweak your pitch if needed, then reach out to another handful. This slow and steady approach helps you improve with each round, and avoids burning through your list (and potential opportunities) too early.

Rebecca shares her experience of reaching out to agencies:

‘‘I have many people I collaborate with, such as marketing agencies, web developers, and graphic designers. It means I can pass them work and they can pass me work too. Think about who your ideal client might go to first before you. Before they think about copy, they are probably going to get a website built.

These are the people you need to make connections with. Not only does this bring you work, but it can enhance the service you offer to clients. A graphic designer and I decided to create a branding package together, which meant that the client only had to fill in one questionnaire and hop on one call, which we both sit in for.

This can not only get you work but it means you are providing your client with a better service by collaborating with others. They don’t have the hassle of finding someone else or project managing two different people.’’

Here’s a sample outreach email you can adjust for contacting agencies:

Subject: Freelance Copywriter Available for Projects

Hi [Name],

My name’s [Your Name]. I’m a freelance copywriter based in [Location].

I specialise in [brief description, e.g., website copy and messaging strategy].

If you ever need an extra pair of hands for client work or internal projects, I’d love to throw my hat in the ring.

I know your agency does a lot of work in [maybe mention a specific industry], and I feel this is a sector where I could add some value.

I’ve included a link to my portfolio below.

If it sounds like something that might be useful, maybe we could arrange a quick call, or meet for coffee?

No pressure of course, I just thought I’d introduce myself on the off-chance.

Regards,

[Your Name]
[Portfolio Link]
[Website URL]

Of course, you can adjust the wording of the email to reflect your own personality, but this is pretty much how I’d approach it myself. As the owner of a digital agency, Emily Hanson is an advocate of cold outreach. She says:

‘‘As an agency owner who was previously a copywriter, I hugely second this. Prior to setting up Emerlilly Digital, I subcontracted for lots of different agencies. It’s a great boon in reliable income, if you go on a retainer, and it’s also a fantastic way to develop your skills and, a wider understanding of your industry.

I’ve learned so much from other agency owners both personally and professionally, and I got the chance to work on huge client projects that, as a freelancer, I would have struggled to access when I was a fractional marketer. Hard recommend!

Oh, and if you’re interested in freelancing for us, drop me an email!’’

Finding Copywriting Clients on LinkedIn

I’ve written before about my mixed feelings toward LinkedIn. As a platform, it’s noisy and often feels skewed towards self-promotion. But that doesn’t mean it can’t be useful – especially when you’re just starting out and trying to get your name in front of people.

The Content Marketing Institute reported that 68% of B2B marketers increased their use of LinkedIn last year, and 85% say it’s the platform that delivers the best value for their organisation.

And who am I to argue with those figures?

One approach that still works well is to look for posts where people are actively asking for copywriting support. Gareth Hancock, a freelance copywriter in Teesside, shared a post on this a while back that really stuck with me. I’ve paraphrased the main idea here with his permission.

Instead of constantly posting about your availability, or trying to build a following, Gareth used the LinkedIn search bar to look for phrases like:

• • • “copywriter needed”
    • “freelance copywriter”
    • “content writer recommendation”

He then filtered the results by ‘Posts’, which brings up requests from people looking for someone specific. Rather than blending in with the usual “I’d love to help” comments, he added a line that showed a bit of personality – something that made him stand out in a crowded thread. Then, he followed up with a direct message, or an email if it was listed.

It’s a simple approach, and while it might not land you work every time, it only takes a few minutes and can lead to quick wins if your timing is right.

Here’s Gareth’s original LinkedIn post if you want to read his full approach.

If you’re going to try this, aim to be yourself in the comments. The point isn’t to out-pitch everyone else, it’s to be memorable and human. That might mean being a bit witty, or simply straightforward and clear. Then follow up with a short message referencing the opportunity. No hard sell, just a helpful nudge that you’re available and interested.

Here’s Deepak’s take on reaching out on LinkedIn:

‘‘Many agency owners pay attention to how writers show up on LinkedIn, not just what they post, but how consistently they contribute.

At Pearl Lemon, we often find new freelance copywriters through the platform. What stands out isn’t polished bios, but simple, thoughtful posts that reflect how someone thinks about messaging, voice, or conversion.

Writers who teach through content, even small things, tend to earn trust faster.’’

Rebecca also recommends using LinkedIn, but with a slightly different strategy:

‘‘LinkedIn is a great way to get clients, but I wouldn’t recommend searching for posts that ask for copywriting help. These are too competitive, and the majority of the time, you will not get these jobs.

Instead, focus on creating content on a regular basis that shows your knowledge of copywriting or your niche within that. Along with that, engage with others’ posts to build relationships. Make meaningful comments on posts and then you can connect with them. It’s important to message them and follow up to build that relationship.

Most people forget about the follow-up. They will simply build lots of connections or followers but never reach out to them. The follow-up is what will make you stand out from others. Be intentional with your comments and create a list of companies that you’d like to work for and target these. Keep a spreadsheet of interactions and move on if you’ve had no joy after several attempts of trying to create that relationship.’’

Gareth adds:

”These types of LinkedIn posts probably are more competitive now than they were, but they always were competitive when I used to use this tactic. What happens though is most people post a generic comment like ‘interested’ with a link to their website.

Showing up with a bit of humour or something a bit different meant I could stand out fairly easily. Original posters still read the comments. Something that’s a bit different can be the difference between them replying or accepting your connection request, or completely ignoring you. 

For example, I’d just say things like: “I am the owner of 73 hats – 31 caps, 22 beanies, 8 bucket hats, 6 fedoras, 2 trappers, 1 little red beret, 1 fez, 1 deerstalker and 1 cowboy hat. I am throwing 72 of them in the ring for this, withholding only one small beanie to hide the growing bald patch atop my head. It’d be stupid enough to get me noticed. :-)”

So, in other words, it’s all about standing out. And if you message someone and they don’t reply straight away, that’s fine. The main goal is to get into the practice of participating without expecting immediate results.

‘‘Habits build momentum’’, as they say. Caleb adds:

‘‘Your LinkedIn profile is one of the best places to advertise as a copywriter, and I like to think of it as an extension of your website.

Prospects often look you up before responding to your pitch, so I highly recommend having a strong LinkedIn presence. I would also DM people in your niche and ask them if they need any copy help.

I have also had 2-3 inbound leads just from LinkedIn, so always worth having even if you’re not on it that much.’’

Cold Email Outreach to Businesses

Cold outreach doesn’t come naturally to everyone. I’ve never been especially comfortable with it myself. The thought of sending a message out of the blue, not knowing how it’ll be received, used to give me anxiety, and it still does, if I’m honest.

That said, when it’s done properly, it can work. But there’s a big difference between true cold outreach (spamming a list of businesses with the same sales pitch) and sending a considered, personal message to someone who’s likely to need what you offer.

According to research from Experian (published by Campaign Monitor), emails with personalised subject lines are 26% more likely to be opened. So, if you’re going to reach out cold, try to warm things up first. Introduce yourself without hard selling your services, and offer to buy them a coffee some time in the next couple of weeks.

Ben shares his experience of cold email outreach:

‘‘I’ve always felt you should make as much of your own luck as possible. I also believe you should go after the brands you actually want to work with if you can.

To that end, during my last period of full-time freelance, I kept a list of around twenty companies that I admired and periodically dropped them a line. I’d send a quick update that included what I was currently working on (as well as a reminder of who I was), relevant work examples and any ideas or angles I thought could help elevate their content.

It’s a long game, but it feels like a bigger win when work comes from this approach. And it did. Regularly.’’

Follow the business on social media. Engage with their content if they post regularly. Learn a bit about who they serve and how they present themselves. These small steps give you context, and make it easier to write something that doesn’t feel generic.

Local businesses are often a good starting point. Or businesses that operate in a niche you already know. Anywhere you can establish a natural connection or a shared interest tends to go further. Deepak says:

‘‘We receive dozens of cold emails at Pearl Lemon every week, and the ones that stand out are concise, relevant, and demonstrate awareness of our agency’s recent work. One cold email that stood out linked directly to a competitor campaign and suggested ways to make ours better. It showed initiative, not just availability.’’

Here’s a basic example of how you might approach it:

Subject: Copywriting Support for [Their Business Name]

Hi [Name],

My name’s [Your Name] and I’m a freelance copywriter based in [Location]. I really like [mention something specific, e.g., your new product range, your brand messaging, a recent campaign], and was wondering if I might be able to help you in the future?

I work with businesses in the [relevant industry if applicable], helping them clarify their messaging and improve their website copy. I’ve included a link to my portfolio below.

I’d love to buy you a coffee sometime and share a few ideas that might help [e.g. improve your conversions, clarify your services, tell your story more clearly] if that’s something you’d be open to?

All the best,
[Your Name]
[Portfolio Link]
[Website URL]

If you don’t hear back, don’t take it personally, and don’t be afraid to follow up. People get busy. Emails get buried. A polite check-in after a few days can show professionalism without being pushy.

Here’s a simple follow-up message you could send:

Hi [Name],

I just wanted to follow up on my email from last week. Totally understand if now’s not the right time, but I thought I’d check in on the off-chance you were interested.

Either way, thanks for taking the time to read.

All the best,
[Your Name]

Short, considerate, and easy to send. Sometimes that second nudge is what gets the conversation going. However, Rebecca acknowledges that reaching out isn’t always easy. She says:

‘‘It’s surprising how many copywriters don’t like cold emailing. This is one of the best ways to hone your copywriting skills. If you can’t reach out to strangers and convince at least some of them to start a conversation with you, then how will you help clients with copywriting that doesn’t persuade people to take action? 

Cold emailing is a numbers game. You will email a lot of people and only a small percentage will get back to you. This can be frustrating when it takes a lot of time, but it can be worth it for those who do get back. 

Personalise each email and send a follow-up, and a third email at most. Keep track in a spreadsheet of the results and experiment with your messaging to see what works best. I have successfully reached out to people who then brought me on board when they won a tender and needed a copywriter.’’

If this approach doesn’t appeal to you, that’s fine. It’s not for everyone. But if you’re open to it, and can find a way of writing this type of cold email in a way that feels like you, it can help build momentum when work is quiet. Emily Hanson says:

‘‘Yes – cold outreach can be a really valuable thing. When I first started out as a freelance copywriter several years ago, this was almost exclusively my way of accessing clients.

I listened to Nafisa Bakkar’s ‘How to Make Money’ a while ago, and as a successful company owner, she mentioned that her team began life sending 50 cold emails every week (I think I got that right!). That’s how they built their company Amaliah.

You have to really keep track of what you send, and chase (within reason). I rely less on cold email these days, but it’s still a great way to build networks, and find potential clients!’’

Alastair also agrees that volume and specificity are key:

‘‘Send more emails than you think is polite; literally spend hours and hours doing outreach; be very specific about why you can help.

For example, I did this work for a client that is almost exactly the same as you (I know I know, most copywriters think they can write anything, but our clients are in the business of de-risking everything these days, so “I’ve worked for Danish turbine manufacturers before” will help you get your next turbine job).

Don’t worry about ghosting, at all, move on. Seeds you plant now may take months to see the light of day, but you don’t ever know which seeds, so keep sowing anyway, don’t expect any to flower, some might’’.

Ben recommends using one particular copywriting technique to engage with businesses:

‘‘It might feel a bit ‘salesy’ to use scarcity as a tactic. But it works. Adverts use it. Landing pages use it. Why shouldn’t freelancers use it? In most cases, it’s probably more genuine than the other examples of this type of persuasion.

Your work is a commodity that’s in demand. It doesn’t hurt to let prospects know that. I’m not talking about headlines screaming, “BOOK ME NOW BEFORE IT’S TOO LATE!” but a gentle nudge to suggest your availability will soon diminish can go a long way to get a deal over the line.

You can also flip the technique on its head and approach clients and prospects just before you’ve finished a sizeable booking to keep your pipeline ticking. I tend to send an email to a select few clients highlighting that I’m about to ‘become available again’ so they can think about any projects they might need. It’s the same scarcity tactic but played in reverse. I’m going to be free but for how long?’’

Attending Industry Events (In-Person Networking)

In-person networking won’t suit everyone. I’m naturally introverted, so it’s not something I’ve ever leaned on heavily myself. But for some copywriters, it can be one of the most effective ways to find new work – especially when you’re trying to build local connections or break into a particular industry.

These events don’t need to be huge conferences or formal meetups. In many cases, the most useful ones are small, focused gatherings like local business breakfasts, creative industry meetups, marketing roundtables, or niche trade events where your potential clients are likely to be.

At these gatherings, the value is in starting conversations. If you’re clear about what you do and who you help, people tend to remember. Even if they don’t need any copywriting at the time, they’ll remember you when a project comes up later.

If you’re unsure about going to a networking event on your own, try bringing a friend, or meet up with someone beforehand who’s already going. Or, start small and go to a free local event where the pressure’s low and the format is casual.

I personally know a few copywriters (and other freelancers) who build their entire client lists through face-to-face conversations. For others, it’s more about occasional introductions that lead somewhere down the line. Whether you end up using this route regularly or not, it can be worth testing to see how it fits.

Here’s Sean’s take:

‘‘Networking is still a fundamental strategy, but how you network in 2025 must change. Older approaches, such as going to conferences or sending cold emails, might not work as well as before.

Rather, think about developing relationships within smaller, niche communities. LinkedIn and other social networks are an excellent opportunity to reach decision-makers and show them that you know what you are talking about, but in 2025, networking is all about giving value first.

Become a person who adds valuable advice or insights to these communities on a regular basis, and the opportunities will follow.’’

The Inbound Approach (My Preferred Way to Find Clients)

For me, inbound marketing has always been the most reliable and sustainable way to find clients. It takes longer to establish, and it’s not something you can rely on straight away, but once it’s working, it puts you in a much stronger position.

I like it because I don’t have to constantly chase leads, pitch, or adjust my pricing to fit someone else’s budget. Granted, I’ve been a freelance copywriter for quite a few years now, but I’m able to pick and choose the projects I take on, and refer the ones I don’t to other writers I know.

According to recent research from inbound marketing agency, Responsify, inbound leads have around a 15% close rate, compared to a 1.7% close rate for leads generated through outbound efforts (like cold emailing). And I’d imagine that the more specific the offering (especially for service-based business), this inbound % would be higher still.

At the centre of this approach is your website. It’s your main business asset. It gives people a sense of who you are, what you offer, and why you might be a good fit. It’s where you control the narrative and direct the type of work you want to take on.

This is where your positioning matters. Rather than listing yourself as a generalist copywriter, I think you’re better off narrowing your focus. That might mean writing for specific industries, or specialising in certain types of copy like sales pages, or long-form content. Emily Williams says:

‘‘Niching down made all the difference when I started building a client base! I started freelance writing while I was getting my degree in Clinical Psychology, and marketing to that space was far easier than going broad.

One client ended up finding me through a search who needed a ghostwriter for a mindfulness therapy book. It was a huge project for me at the time, and I got it because I’d positioned myself as an expert in that niche.’’

So, being clear about what you offer makes it easier for clients to understand how you can help them. And it makes it easier for them to find you. Giada raises an important point about writing for your audience, and not for yourself:

“Yes, it’s your website, but don’t make it all about you, because when you start telling potential clients “I’m so passionate about copywriting” or “I’ve always loved writing”, they switch off, and you immediately blend in (sorry).

So, make your website all about them: your ideal clients. Meet them where they are right now, describe their current situation and problem in a way that makes them think “OMG, it’s like they’re in my head”, and position your services as the logical solution, leading with how investing in you will benefit them in practice.”

Publishing helpful content can also make a difference over time. Case studies, articles, and service pages all add depth and authority. They show that you know your stuff and have experience solving the kinds of problems your clients are dealing with.

SEO plays a role here, too. You don’t need to become an expert, but understanding how people search for services like yours will help you get found. Long-tail keywords, clear page titles, and a simple site structure can go a long way. Of course, this is a topic that deserves a guide of its own (maybe one day), but it’s worth laying the groundwork early.

What’s worked best for me is publishing niche service and industry pages. These tend to have low competition and high intent. For example, a page focused on “copywriting for technology companies” or “SaaS website copywriting” will often attract people who are already looking for someone with that specific experience. These are the types of leads that usually convert well.

If this approach appeals to you, The Strategic Copywriter’s Toolkit might help. It’s a low-cost product I’ve created (which is coming soon) that focuses specifically on building this kind of strategic foundation, before you even start writing.

So, even though inbound marketing is a slow-burner, once it’s working, it becomes the engine behind your business. Giada adds:

‘‘If you want inbound marketing to work for you, be consistent. This isn’t about being everywhere 24/7, as that wouldn’t be realistic (or needed!). But it is important to show up regularly and with the right message for our ideal clients. If you only do that when you need new clients, it’s too late by then. So, create a strategy to market your services even when you’re fully booked. It’ll pay off!’’

With content marketing, don’t make this common mistake, especially on social media (I fell for it myself when I was a copywriter): sharing endless copywriting tips and talking about copywriting, because that only attracts your industry peers and cheap clients who think they can do it themselves or treat you as a free resource.

Instead, use your marketing to connect with your ideal clients: speak to them (not “everyone” or other copywriters”), paint vivid pictures of their problems and goals, help them look at them from a different perspective, and keep planting and watering the seed that you’re the best possible person to take them from where they are right now to where they want to be – through your services.’’

A Note on Job Boards and Content Mills

It’s hard to talk about finding clients without mentioning job boards. Sites like Upwork, Fiverr, and PeoplePerHour have been around for years, and many copywriters still use them to get started.

They can work if you’re looking to pick up some small side projects, or to build your confidence when you’re first starting out. But as a long-term strategy, they tend to fall short. The pay is usually low, the competition is high, and the work often feels transactional. It’s difficult to build real client relationships or create a business that grows from one month to the next.

Most jobs on these platforms are awarded based on price, not quality. And because the marketplaces are designed around volume, it can be hard to stand out without constantly bidding or undercutting yourself.

That’s not to say they’re completely useless. Some people have built solid careers starting this way. But if your goal is to build a sustainable copywriting business where clients value your input and treat you as a partner, job boards are rarely the place to find those kinds of opportunities.

In the early stages, I think you’re better off focusing on channels where you have more control, like your own network, direct outreach, strategic partnerships, and your website. The returns might take longer, but they’re more likely to lead to work that grows with you. Ben shares his experience of using freelance platforms:

‘‘This is a weird one, but it’s worked for me. I’ve accidentally used freelance platforms like Fiverr to promote my own website. I never saw the need for a Fiverr freelancer account as I had a solid bank of clients.

However, when I wanted to test some new services, I thought it’d be a good place to start. I created a couple of gigs and offered the work for a low fee so I could test the water, get a feel for how long the process took and iron out any kinks before taking the offering to my primary customers. It might have been the way I positioned my skills.

Maybe it was suggesting people Google my name to check I’m legit. Either way, I’ve had a bunch of inbound leads direct to my website as a result of those gig listings. I’ve also had zero jobs on Fiverr… go figure. Your mileage may vary, but I found this a surprisingly good source of bonus work.’’

Caleb adds:

‘‘A good method can be to start on these platforms, and build a portfolio. Also you can message these clients outside of the platform and ask to move off the platform. They generally say yes as they save money on the fees.’’

Rebecca shares her experience:

‘‘I started years ago on these platforms while working my 9-5pm job. It was a good place for a beginner as things were handled for you such as taking a deposit and it was a good place to get experience dealing with clients.

However, some of these sites have become over-crowded, pay is generally not good, and those who want cheap copywriters tend to make the worse clients.

I did get some of my retainer clients here, who I worked with for years but I would advise getting away from them as soon as you get a bit of experience.’’

Client Types to Avoid (And Why It Matters)

I thought twice about whether to include this section or not. I mean, the guide is about finding copywriting clients, not avoiding them. But like most freelance copywriters, I’ve been burned by clients in the past. Far from this being an opportunity to bemoan the internal workings of some companies (well maybe a little), I decided I probably should include this section to help other copywriters spot a few potential client red flags.

As copywriters, we’re often told (and increasingly so) to be grateful for every opportunity. And in the early days, it’s easy to say yes to anything that sounds remotely like paid work. But the truth is, not all clients are worth taking on.

If you’re trying to build a sustainable freelance business, you’ll want to keep an eye out for the types of clients who can cause more problems than they’re worth.

Those who won’t pay deposits

If you’re at the stage where you’re charging for copywriting work, an early warning sign is a client who won’t pay a deposit. If someone’s unwilling to commit even a small upfront payment, it usually means one of two things: they’re either not serious about the project, or they’re not in a position to pay at all. A deposit secures your time, your schedule, and helps your cash flow. It also sets the tone that this is a professional arrangement, not a favour.

Payment terms longer than 30 days

Payment terms are another detail worth clarifying early. If a client’s terms are longer than 30 days, you might want to reconsider. Waiting two or three months to get paid (especially after delivering the work promptly) puts pressure on your finances, and you’re left carrying the risk for someone else’s cash flow. You’re not a lender; you’re a service provider.

Clients who tell you how long a project should take

Watch out for clients who try to tell you how long a project should take, and then use that to suggest how much you should charge. They’re often working from assumptions that don’t reflect the real scope of the project, or the value of the outcome. Your pricing should be based on your process, your experience, and the result you’re helping to deliver. Not on someone else’s estimation of how long “writing a few words” should take.

Those who burn through writers fast

It’s also worth being cautious if a client says they’ve worked with multiple copywriters on a single project, but “none of them have worked out.” That might be true, but more often than not, it points to unclear direction, poor communication, or unrealistic expectations. If they’ve burned through three writers already, ask yourself what will make this time any different. Caleb says:

‘‘Agreed on this. As soon as possible, try and ask the client what they are trying to achieve with this writing and what outcome they hope to get.

This will not only show that you are interested in their business, it also manages expectations and assures them that you are working towards their bottom line, or whatever goal they hope to achieve.

Normally, clients who have burned through writers and freelancers, it’s because they aren’t clear on what they want to achieve, and might not even know themselves.’’

Enquiries from Gmail or Hotmail addresses

Then there’s the contact email. If someone reaches out from a personal Gmail or Hotmail address and there’s no clear link to a business website, it’s worth proceeding with care. It doesn’t mean they’re not legitimate, but it can signal a lack of infrastructure or commitment. Established businesses usually operate under a domain-based email address.

Agencies that won’t pay until they’ve been paid

If you’re working with an agency, make sure they’re treating you like their contractor, not their client’s. Some agencies will say they’ll pay you once they’ve been paid themselves. But that’s not how it works. They’ve contracted you directly. When the work is done, they owe you payment, regardless of when (or whether) their client pays them.

Companies that treat you like an employee

If a client starts treating you like an employee, demanding daily check-ins, giving you tasks outside the scope of the project, or asking for changes that move the goalposts, you’re well within your rights to remind them that you’re a contractor. You’ve been hired to deliver a specific outcome, not to be managed.

Clients who try to low-ball you on price

Lastly, be wary of clients who try to negotiate on price. Everyone has a budget. That’s fair. But if you’ve priced your work fairly and explained the value, there’s no reason to lower your fee. If the client walks away, let them. The right ones come back when they realise you were the better option.

So, trust your instincts. Set your boundaries. And don’t be afraid to walk away from the wrong clients. Doing so only clears the path for better ones to come through.

How Long Does It Take to Find Your First Copywriting Client?

There’s no fixed timeline for landing your first client. Some people find work within days of announcing their availability, others take a few months of consistent effort before things click. It depends on your network, your experience, your positioning, and a bit of timing too.

If you’ve come from a marketing, writing, or communications background, you might already know people who need help. In that case, it could happen quickly. If you’re coming in with no portfolio and no industry contacts, it might take a little longer, but it’s still entirely doable.

What tends to make the biggest difference is focused action. This might mean reaching out to people you already know, publishing a simple landing page that clearly explains what you offer, or sending five personalised emails to businesses in your niche. These things sound small, but they create visibility, and visibility is what gets you hired.

The most common mistake new copywriters make is spending weeks polishing their brand without ever speaking to a potential client. The truth is, your first few projects don’t need to be perfect. You’ll learn more from doing the work than you will from planning around it.

In other words, take action before you feel ready.

If a month or two passes and you haven’t had any interest, it’s worth reviewing your approach. Are you being specific enough about what you offer? Are you putting yourself in front of the right people? Are you actually asking for the work?

Landing that first client can take a bit of patience, but once it happens, it builds confidence. It gives you something real to point to. And it makes the next one easier to find.

Trust me, copywriting clients are like buses.

Which leads me seamlessly to…

How to Manage the Unpredictability of Freelance Copywriting Work

Freelance life comes with its peaks and troughs, but that doesn’t mean there isn’t plenty of work to go around.

According to a recent forecast from Coherent Market Insights, the copywriting services market is estimated to grow from US$ 29.28 billion in 2025 to US$ 428.89 billion by 2032 at a compound annual growth rate (CAGR) of 7.6%.

That’s US$ 428.89 billion that could be in your back pocket (well some of it).

[insert graph – coherent-market-insights]

Of course, freelance work naturally fluctuates. Many writers report quieter months, particularly in the summer, at the end of the tax year, and around winter, so it helps to plan for these seasonal shifts so you don’t get caught off guard.

Here are some practical strategies that can help:

Build a buffer

Set aside part of your earnings during busy periods to smooth income during slower months. Even a small contingency fund pays off.

Maintain a standing “low effort” outreach habit

Whether it’s a quarterly email to your network, a short case study update, or a LinkedIn check-in, these minimal actions in quieter months keep you visible without burning out.

Take on smaller projects strategically

When lead generation slows, pick one or two lower-risk short-term projects like editing, writing blog posts, or email refreshes to keep cash flowing and stay sharp.

Diversify your income sources

Consider extending into adjacent services like content audits and email newsletters, or explore passive income streams like templates and paid digital guides. These can help fill natural gaps.

And of course, seasonality cuts both ways. Having experienced those quieter periods myself, I’ve found that staying consistent with simple, small actions often means that the next wave of client work arrives faster than expected. Which also usually means you’ll be drowning in client work before you know it.

Despite the rise of the personal computer, spam, content mills, and automated writing tools, the copywriting market is bigger and more active than ever. It just looks a bit different to what it used to. Planning for variation lets you tap into that demand in a sustainable, less stressful way. Sean adds:

‘‘As AI and automation continue to develop at a rapid pace, copywriters will have to adjust. Clients will also seek copywriters who can not only create quality content but also know how to incorporate and collaborate with AI tools.

The possibility to work with AI in the creation of content, to use it in research, or even to write down ideas, can allow more time to be spent on strategic thinking and creativity.

The ability to merge human creativity with AI-powered efficiency will make the most appealing to clients seeking quick but effective content.’’

Building a Client Pipeline That Works for You

Finding clients isn’t a one-off task. It’s something you’ll come back to again and again as your business grows and changes. But it becomes easier when you stop thinking about it as a scramble for the next job, and start building a pipeline that works on your terms. In other words, trust the process.

The methods I’ve covered here aren’t quick fixes, but they’re all grounded in how the industry works in 2025. Businesses are more selective. They expect copywriters to think beyond words and understand the strategy behind the message. The more you can demonstrate that, the more likely you are to attract the right kinds of clients. Caleb adds:

‘‘I would also invest some time in learning a skill such as SEO, email marketing, or branding. Often, copywriting bleeds into marketing skills like these, and if clients are looking to expand, it’s likely they will need help with some or all of these channels.’’

If you’re at the beginning of your copywriting career, the most useful thing you can do is choose one or two approaches that feel manageable and commit to them consistently. Maybe that means reaching out to a handful of people in your network each week. Or publishing one niche service page that clearly explains what you do and who you help. Small actions compound quickly once they’re pointed in the right direction.

If you’re interested in going further, my free copywriting course covers the fundamentals of how to approach copywriting work in today’s market. And for those who want to take a more strategic approach to working with clients, The Strategic Copywriter’s Toolkit offers a deeper dive into the templates, processes, and positioning techniques I’ve used in my own business.

Whatever methods work best for you, try to think beyond your next gig. The goal isn’t to stay busy, it’s to stay in demand.

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