How to Pitch a Client and Land More Freelance Work

Pitching is a crucial skill for freelancers, as it directly impacts your ability to secure projects and build client relationships. A successful pitch isn’t about being overly salesy, but about showing your value and understanding your client’s needs. 

By learning how to set expectations with clients and exceed expectations for your clients, you’ll be better equipped to stand out and win more work. Keep on reading to learn the steps to create a compelling pitch that lands you the job and establishes long-term success.

Understand What the Client Actually Needs

Before you even start writing a pitch, it’s vital to take a moment to understand the client’s true needs. This is not just about skimming the job description and diving in—take the time to read the job description or inquiry carefully, considering both what’s said and what’s implied.

Research the Client

Look beyond the job post and investigate the client. Check their website, explore their social media accounts, and review past projects if available. Understand their industry, audience, and overall brand. This will allow you to tailor your pitch to fit their tone and specific challenges.

Identify Pain Points or Goals

Once you’ve done your research, look for pain points or goals the client may have shared. For example, a client looking for a graphic designer might be seeking to revamp their brand for a more modern audience. A freelancer who can identify this need and frame their pitch around solving the client’s pain point will have a much higher chance of standing out. It’s also an opportunity to set expectations for clients by directly addressing their challenges and showing how you can solve them.

Tailor Your Pitch—Don’t Copy and Paste

The biggest mistake many freelancers make is sending out the same generic pitch to every client. While it might save time, it’s not an effective strategy. A tailored pitch speaks directly to the client’s needs, shows you’ve done your homework, and helps to build a personal connection.

How to Personalize Your Pitch

Start by addressing the client by name, and reference specific aspects of their job description. Don’t just state your skills—show how your unique expertise aligns with what the client is looking for. If the client has a specific tone or branding approach, mirror that in your pitch. Demonstrating your understanding of their business or industry will create rapport.

Include Specific Examples of Your Experience

Always include specific examples that relate to the work you’re pitching for. If you’re a web developer, for instance, don’t just say, “I have experience building websites.” Instead, provide examples of websites you’ve built for businesses with similar needs or in the same industry. Real-world examples add credibility and context to your pitch.

Reference Their Business, Tone, or Goals

Whenever possible, reference the client’s business, tone, or goals. If they mentioned that they’re expanding into new markets, show how your skills can help them reach those markets. This makes the pitch feel more relevant and personalized.

Lead with Value, Not Just Experience

Many freelancers make the mistake of focusing solely on their skills and experience. While these are important, clients are primarily interested in what you can do for them. Lead with value by demonstrating how your skills will deliver tangible results.

Focus on Outcomes

Clients want to know how your work will help them. Instead of just listing your technical skills, explain the outcomes you’ve delivered in the past. For example, rather than saying, “I have experience writing blog posts,” say, “I’ve written blog posts that have helped businesses increase their web traffic by 30%.” This shift from talking about your skill set to highlighting the outcomes of your work can make your pitch much more compelling.

Emphasize ROI or Problem-Solving

To make your pitch even stronger, focus on how you can solve the client’s specific problems or help them achieve a positive return on investment (ROI). For example, if a client needs help with digital marketing, emphasize your ability to create strategies that drive leads, sales, and revenue.

Optional: Include a Quick-Win Suggestion

A powerful way to show initiative is by offering a quick-win suggestion that demonstrates your proactive approach. If you have a new idea or insight based on the client’s business needs, mention it in your pitch. This shows that you’re already thinking about how to improve their business, which can give you a competitive edge. By offering such ideas, you’re also setting yourself up to exceed expectations for your clients from the start.

Keep It Clear, Brief, and Professional

Clients are busy, so a long, drawn-out pitch will likely be ignored. Keep your pitch short, clear, and to the point.

Ideal Length and Structure of a Strong Pitch

Aim for 150-300 words—enough to communicate the key points without overwhelming the client. Use short paragraphs and consider adding bullet points to highlight important information. Clients appreciate clarity and brevity, so your pitch should be easy to skim and understand.

Formatting Tips

Incorporate formatting elements like bullets, numbered lists, and headings to make your pitch easy to digest. But keep it simple—don’t overdo it. The focus should still be on your message, not on the design.

Red Flags to Avoid

Avoid common mistakes such as overloading your pitch with links, sounding generic, or including unnecessary filler. Typos or grammatical errors are also a major turn-off. Double-check your pitch for mistakes, and read it through before sending it.

Include the Right Info

When submitting your pitch, make sure to include all the necessary information the client needs to decide whether to move forward with you. However, don’t include irrelevant details or unnecessary filler.

What to Always Include:

• Relevant Experience: Mention projects that align with the client’s needs.
• Availability: Let them know when you’re free to start the project and how long it will take.
• Rates (if applicable): If the client is asking for rates, provide them upfront to avoid wasting time.
• Contact Information or Next Steps: Make it easy for the client to get in touch with you or learn how to proceed.

What to Leave Out:

Avoid including long bios, unrelated achievements, or anything that isn’t relevant to the project. Clients don’t need to know your entire career history—just the aspects that matter to the project at hand.

Follow Up the Right Way

If you don’t hear back from a client after submitting your pitch, it’s okay to follow up. But it’s essential to do so professionally and without being pushy.

When and How to Send a Follow-Up Message

Wait at least 3-5 days before following up. Your message should be polite and concise, gently reminding them of your pitch. A good follow-up might say:

“Hi [Client Name], I just wanted to follow up on the proposal I submitted for [project name]. I’m excited about the opportunity and would love to discuss how I can contribute. Please let me know if you have any questions or if there’s additional information I can provide.”

Learn from Each Pitch

Your pitches should always evolve based on feedback and results. Track which pitches get responses and which ones don’t. Look for patterns in successful pitches—are you offering more value in some than in others? Adjust your messaging accordingly.

Keep Improving Your Pitch Like a Living Document

A great pitch is a work in progress. As you pitch more, you’ll learn what resonates with clients. Keep refining your pitch, adjusting your messaging, and adding new examples of your work as you gain more experience.

Learn How to Pitch a Client The Right Way

Mastering the freelance pitch is essential for long-term success. By focusing on understanding client needs, tailoring your pitch, and leading with value, you can effectively set expectations with clients and exceed them. 

Small adjustments in your approach can make a big difference in securing projects and building lasting relationships. Ready to land your next freelance gig? Apply to new projects or update your FreeUp profile and start pitching with confidence.