Every week, I find myself answering the same kind of questions on Facebook or LinkedIn, “How do I start getting clients? What software should I use? What do I charge?” And sometimes… it’s even more basic. Like, “How do I log into a Facebook Ads account?” Those kinds of questions make me pause and think, “Are you ready to actually service clients yet?”
Now, I don’t say that to be rude. I say it because I’ve been there. I’ve made the mistakes. I’ve googled the painfully obvious things. I’ve had no mentor. When I got started, information wasn’t as accessible. You had to dig. You had to experiment. You had to try, fail, and try again. I built everything I know through trial and error, which means I’ve got a well-earned perspective on what actually matters when you’re starting out.
This guide is written for you, the freelancer, the consultant, the agency-of-one who wants to build something real. It’s not fluffy, it’s not idealized, and I’m not going to tell you to order branded hoodies before you even land your first client.
Let’s cut through the noise, dodge the common mistakes, and get you set up right, from someone who’s already tripped over most of the obstacles you’re about to face.
Here’s something else to keep in mind as you get going, your service probably won’t be unique. Harsh? Maybe. True? Absolutely. There will be hundreds of other people offering something similar. Some will do it better. Some worse. But most won’t take the time to get the foundational pieces right. Most won’t build trust from day one. If you focus on the boring but essential fundamentals, you’ll rise above a surprising number of your competitors without needing to be the most talented person in the room.
Start With a Strong Legal and Operational Foundation
Here’s where you actually start. Not with a Canva logo. Not with a clever Instagram bio.
- Form an LLC. Keep your personal assets separate. ZenBusiness makes it simple.
- Don’t buy all the extra add-ons these sites offer—there will be plenty, and most of them aren’t necessary.
- Open a business checking account. Don’t mix personal and business money. Just don’t.
- Get business insurance. It’s cheaper than you think. Try NEXT Insurance or Hiscox or reach out to your auto or home insurance agent and see if they offer business insurance or who, locally, they’d recommend.
- Consider a platform like HoneyBook to manage your proposals, contracts, and invoices, it keeps things streamlined and helps you present a professional front.
- For more comprehensive accounting and financial tracking, you might add QuickBooks into the mix.
- Other solid options for client management include Dubsado and Bonsai, which offer similar tools. Pick the one that fits your workflow best.
- Set up a simple website or landing page with a matching email address. Gmail addresses don’t scream professionalism.
- Create branded templates for proposals and reports. You’ll thank yourself later.
Also, let’s talk about identity for a minute. When you’re just starting out, resist the urge to call yourself an entrepreneur. Not because it’s a dirty word, but because it can put your focus in the wrong place. The label gets tossed around a lot, often wrapped in vague motivational quotes and flashy Instagram aesthetics. It’s easy to get swept up in the idea of “being an entrepreneur” instead of actually building a business.
Don’t over-romanticize it. You’re not building a tech unicorn (yet). You’re not pitching to investors or onboarding a 20-person team this quarter. Right now, you’re self-employed. A contractor. Maybe a freelancer with a vision and a growing client list. And there’s real honor in that. You’re showing up, solving problems, and earning every dollar through direct work and value.
I tend to think of entrepreneurs as people who’ve launched and scaled multiple businesses, raised capital, hired teams, and had successful exits—then turned around and did it again. That’s a different game. One that comes later, with more experience, more risk, and a whole lot of structure behind it. You don’t need to play that role yet. You just need to start with a solid foundation and stay focused on service and delivery.
You? You’re starting a business. You’re stepping into the arena. And that’s a big deal. Most people just think about it. You’re doing it. That alone sets you apart. The label doesn’t matter—the effort does.
Build a Professional Business Presence
Before we talk meetings or sales calls, let’s talk about your presence. If clients Google you, what are they going to see?
- Use a virtual office address like iPostal1 to keep your home private. Better yet, rent a mailbox at a coworking space, it gives you a real commercial address and access to workspace if needed.
- Get a dedicated business phone number. Something like OpenPhone keeps your personal number separate and lets you manage calls and texts from one place.
- Have a functioning website. It can be a single landing page, but it needs to clearly explain who you help and what you offer. Pair it with a branded email address that matches your domain.
You don’t need to look like a Fortune 500 company, but you do need to look like someone who takes their business seriously. Your professional presence should build trust from the first click.
Set Up a Personal Office That Shows You Mean Business
If you’re working from your kitchen table with a cat knocking over your webcam, let’s fix that. Working from home has its perks, but your setup shouldn’t feel like a college dorm or look like a chaotic family living room.
Clients will form opinions based on your space, especially on video calls. You want your home office to reinforce confidence and professionalism, not raise questions.
- Set up in a quiet, clutter-free zone of your home. Create a background that isn’t distracting. Use a virtual Zoom background if needed.
- Invest in a ring light or use natural lighting so your face is visible. Grainy, dim video = bad first impression.
- A decent webcam and microphone go a long way in making your calls more polished.
- Dress the part. You don’t need a tie, but you also shouldn’t be in a hoodie. Look like the kind of professional you’d want to hire—confident, put-together, and intentional. A clean, ironed, button-down shirt should be your minimum standard.
- Pro tip: keep a blazer on the back of your chair and toss it on before any video meeting. It’s a quick, easy way to elevate your appearance without much effort.
- Consider a tool like Otter.ai to transcribe your calls and keep records for follow-ups.
Looking professional doesn’t mean faking it, it means respecting the person on the other end enough to show up polished and prepared.
Contracts: Non-Negotiable
No matter how nice they seem, no contract = no deal.
Handshakes and DMs don’t hold up when things go sideways, and they will go sideways at some point. A solid contract keeps everyone clear, protected, and professional.
Spell out your payment terms clearly. I recommend monthly billing, paid before the start of each month. Include due dates, late fees, and payment methods. Remove any ambiguity—because “I didn’t know I had to pay yet” shouldn’t be a conversation.
Define your scope of work, down to the deliverables. Be as specific as possible. This avoids scope creep, protects your time, and keeps expectations aligned.
Include what the client is responsible for providing. This might include brand assets, account access, logins, or timely approvals. You can’t deliver quality work if they don’t hold up their end.
Outline what happens if things go off the rails. Include cancellation terms, what happens in case of a dispute, and how mediation will be handled. You may also want to include a kill fee if the client pulls the plug mid-project.
Other things to include in your contract:
- How many revisions are included (and what counts as a revision)
- Project timelines and what happens if those timelines shift
- Confidentiality or NDA clauses if you’re dealing with sensitive data
- Ownership and licensing of any creative assets you produce
- Communication expectations, including response times, meeting frequency, and preferred channels (email, Slack, Zoom, etc.)
- Terms for project add-ons or scope changes—how additional requests will be quoted, approved, and billed
Use a 12-month contract whenever possible. For new clients, you can offer a 6-month trial—but never, ever go month-to-month. That leads to flaky clients and unstable income.
You can find templates on HelloBonsai or LegalZoom, but ideally, have a lawyer review your agreement—especially once you’ve got your first few clients. It’s a one-time investment that can save you serious money and stress down the road.
Define Your Process Before You Launch
You need a process before you need a client. Why? Because clients hate guessing what happens next. A clearly defined process not only helps you onboard new clients smoothly, it also keeps your workflow consistent and reduces the chance of things falling through the cracks. When you know exactly how you’ll deliver your service, you can confidently walk a prospect through your plan and earn their trust.
- Write out the entire workflow, step-by-step
- Build checklists for onboarding, communication, and delivery
- Run the process with a friend or two and get feedback
This makes you look buttoned up from day one—and helps you stay organized as you grow.
How to Find Your First Clients
Now that you look like a real business, let’s actually get some business.
- Start with your existing network. Reach out to former colleagues, current LinkedIn connections, or even old classmates.
- Provide value on LinkedIn. Comment on 10+ posts per day, answer questions, and join discussions.
- Consider using something like Fist Bump to increase visibility and engagement on LinkedIn.
- Offer a referral bonus—something like 20% of the first month’s payment.
- Attend Chamber of Commerce events, networking mixers, or local meetups.
- Set a goal before events (like making two meaningful connections) before relaxing.
- Dress sharp. People do business with professionals.
And follow up within 24–48 hours of meeting someone. That single follow-up often makes the difference.
Nail the Sales Process
When you get someone interested, don’t go full TED Talk.
- Ask more questions than you answer.
- Understand their pain points, goals, and obstacles.
- Keep your pitch brief and clear: what you do, what they get, what it costs.
- Avoid overpromising.
Follow up with a recap email and make the next steps obvious.
Think Ahead: Growth and Hiring
You might want help down the road. Great. Just don’t wing it.
- Use Upwork or Fiverr to test out contractors.
- Document your processes. Create onboarding guides.
- Manage tasks with ClickUp or Trello.
Whether you scale or stay lean, you’re still running a business.
Your First Client Is Everything
Forget scaling and automation for now. Get one paying client and blow them away. Treat that first client like they’re your biggest account, because in many ways, they are.
Do great work. Get the testimonial. Turn the results into a case study. Ask for a referral. Follow up. Stay in touch. Let them know you appreciated the opportunity.
That one client can open more doors than any ad campaign ever will. They become your proof of concept, your credibility, and your first stepping stone to long-term growth.
You’re Not Late—You’re Right on Time
No matter where you’re starting from, you’re not behind. You’re at the beginning of something exciting, and the fact that you’re reading this and doing the work already puts you ahead of 90% of people who just think about starting. This isn’t about catching up to someone else’s timeline—it’s about committing to your own path, one step at a time.
You don’t need a huge budget, a massive following, or a perfect plan. You just need to show up consistently, care about the people you serve, and keep putting one foot in front of the other. Do that—and momentum will follow. Consistency builds trust. And trust is the foundation of every great client relationship.
Your agency won’t be built overnight. But every small action compounds. Every conversation, every piece of content, every contract signed builds the foundation of a business that’s real, profitable, and fulfilling. When others give up after a few weeks or a dry spell, you’ll be the one still standing—because you did the work that no one else wanted to do.
You’re not chasing a dream, you’re building one. And you’re doing it the right way: grounded, prepared, and fully capable. If you keep stacking small wins, your future self will look back and thank you for starting today. Keep showing up. Keep improving. The road may be long, but it leads somewhere worth going.
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