How to become a freelance web designer

Who the f*ck are you?

I’ve been a freelance web designer for over 15 years now and a web developer long before that, and let me tell you — it’s been a ride. I’ve built everything from slick agency portfolios to absolute monstrosities inherited from a cousin’s mate’s nephew who “knew a bit of HTML.” I’ve worked solo, collaborated with devs, wrangled clients who ghosted me mid-project, and even survived a full WordPress multisite rebuild without breaking a sweat. Mostly.

But I didn’t start out freelance. That came later — when I’d earned a few stripes, taken a few knocks, and figured out how not to completely balls things up.

My Route Into Becoming a Freelance Web Designer

I started, like many, by messing around with their HTML on their MySpace profiles. After that I found a passion for code which just evolved form there. Eventually I started poking around inside premium WP templates to see what made them tick (like a much less sinister version of Sylar from the hit TV show Heroes). Seeing what happened if I broke something. I’d pull apart templates, rebuild them from scratch, and gradually start understanding why certain things worked — and more importantly what didn’t.

Eventually, I realised I was spending more time designing websites than doing anything else. So I knuckled down, built a proper portfolio, and started looking for a job. I didn’t want to go freelance yet — I wanted to learn. Properly. I built my first site for my passion photography project and it just exploded from there.

I was lucky enough to get my first break at an agency as a Front End Developer and I found that job on a web design forum of all places.

Working in an agency taught me the stuff no tutorial covers: dealing with actual clients, managing timelines, handling feedback that makes you question reality (“Can we make the logo pop, but also disappear a bit?”). I got to build real sites, work with developers, fix my own mistakes, and — crucially — get paid while getting better.

Freelancing came later. I didn’t wake up one day and say, “Right, I’m going solo!” Instead, I started moonlighting. Evening projects. Weekend work. Mates’ businesses. I tested the waters and learned how to manage clients outside of the 9–5 safety net.

That’s the smart way to do it. Don’t quit until you’ve got at a steady stream of client work.

Pick a Tech Stack

Here’s the truth: your stack is less important than your skills. Clients don’t give a shit what you use to build their sites for the most part as long as they are look good and get results.

That said, you do need tools. Here’s a stack that works well for solo freelancers:

  • Design: Figma, XD is all you need

  • Frontend: Astro + Tailwind (lightweight, fast, fun)

  • CMS: WordPress with ACF for familiarity, or Prismic/Decap if you like headless setups

  • Visual Website Builders: If you don’t want to code, Webflow and Framer are the best.

  • Animation: GSAP or vanilla JS if you’re brave

  • Build tools: Vite, GitHub, npm scripts — keep it lean

  • Hosting: Netlify for JAMstack builds, Krystal for WordPress.

Pick a stack that lets you work fast, and learn it properly — no copy-pasting from Stack Overflow and praying.

Going balls deep

Contracts

Not optional. Not even for mates. Not even for “quick jobs.” Get. It. In. Writing. I used to have a signed contract per project but that just added friction to the start of each one as you have to wait for them to sign and return before you get paid. Now I have a generalised Terms & Conditions document on my website that I get clients to read, then on my kick off invoice there’s a note that says “by paying this invoice you are agreeing to the terms & conditions as laid out here {insert link}.

A good contract protects both you and the client. It sets out timelines, deliverables, payment terms, and what happens if things go sideways (because at some point, they will).

If you want to get a signature then tools like Bonsai or Pandadoc work well.

Proposals

A proposal isn’t just a price list — it’s a sales tool. It should:

  • Reframe the client’s problem

  • Show how you’ll solve it

  • Make the value obvious

  • Lay out scope and timelines

  • Include clear next steps

  • Look shit hot. You’re a web designer not a solicitor.

A page from my proposal.

 

Don’t ramble on about how you’ll “implement a scalable modular CSS architecture.” They don’t care. Tell them their new site will bring in more leads and work on mobile without exploding.

My proposal is a micro-site that I make for each prospect. After all I’m a web developer why wouldn’t I build my proposal like a website?

Limited Company vs Sole Trader

There are pros and cons to each here however if you want to start playing with the big boys you’ll need to make sure you’re registered as a limited company. Some larger companies won’t even consider you unless you are.

Sole Trader:

👉 Easy to set up

👉  Low admin

👉 You’re personally liable

👉 Less credibility with big clients

👉 Payments on account are a real fucker

Limited Company:

👉 Looks more professional

👉 Can be more tax-efficient

👉 More paperwork

👉 Accountancy fees

I went limited when the money got serious. If you’re only earning a few grand on the side, sole trader’s fine. But once you’re regularly invoicing four figures? Get some legit structure and stop sending invoices from a Gmail address.

Money, Money, Money

How Much Should You Charge?

Here’s a spicy one: charge more than you’re comfortable with.

Seriously. If you’re not a bit nervous sending your prices, they’re too low.

You’ve got two options:

  • Hourly/daily rate: Good for consultancy, retainer work, or when scope is fuzzy

  • Project rate: Best for most freelance work

I charge per project, adjusted by client size, risk, and complexity.

The key? Understanding value-based pricing. A site for a local artist doesn’t hold the same value as one for a national brand — even if the code’s the same. If the client stands to make hundreds of thousands, your pricing should reflect that because they have more to loose if the shit hits the fan.

And don’t forget: you’re running a business, not a charity. Your price needs to cover:

  • Your time

  • Your tools

  • Your tax

  • Your experience

  • Your sanity (asshole tax is a real thing)

Branding

Your brand isn’t just your logo. It’s how you show up.

You need:

  • A clear tone of voice (friendly, snarky, straight-laced — pick one)

  • A solid visual identity (keep it simple and consistent)

  • A memorable name (your own is fine, unless it’s “Dave Designz Ltd”)

  • A strong website (seriously, don’t launch with a coming soon page)

Most importantly, own your niche. Are you the go-to person for creative freelancers? Do you specialise in brutalist sites for tech startups? Whatever it is, lean into it. Don’t try to be everything to everyone — that’s how you become nothing to no one.

Marketing

You can be the best designer in the world, but if no one knows you exist, good luck paying the bills.

Here’s what works:

  • SEO: Get your site ranking for stuff like “freelance web designer in [location]” — you’d be amazed how many clients search exactly that

  • Content: Write blog posts. Share tips. Case studies. Tutorials. It builds trust and shows you know your stuff

  • Social media: Pick one or two platforms and post regularly. LinkedIn, Twitter, Instagram — whatever suits your clients. I’m terrible at this one.

  • Referrals: Ask happy clients to recommend you. People buy from people, not portfolios (well sometimes)

  • Email: Build a list. Send occasional value-packed emails. Stay top of mind

Most freelancers wait until work dries up to market themselves. Don’t be that person. Keep the pipeline warm.

Time Management

Being your own boss is great — until you realise you have to make yourself work.

Here’s what helps:

  • Time blocking: Set aside chunks of time for deep work, admin, meetings, etc. I only allow for calls to be booked in between 10-11am and then 2-3pm so I know I’ve always got a solid chunk of time outside of calls to work on stuff.

  • Use a calendar: If it’s not scheduled, it probably won’t get done

  • Track your time: Even if you charge per project, you need to know where your time’s going. I don’t do this as much anymore, I’m pretty quick at everything and having a timer running just stresses me out if I take a bit longer than I normally would.

  • Say no: Not every job is worth taking. And not every client deserves your time. Trust your gut

  • Batch tasks: Do all your client calls one day. All your dev work another. Context switching kills productivity

And for the love of all things CSS — take breaks. You’re not a machine. Burnout helps no one.

Tools

Here’s what I use to run a tight freelance ship:

Design & Dev

  • Figma for UI and prototypes

  • VS Code for dev (with prettier, linting, and all the bells)

  • GitHub for version control (backups save lives)

Project Management

  • Notion for docs, calendars, planning, and tracking

  • Trello or ClickUp for to-do lists and task boards

Proposals & Invoicing

  • Bonsai or PandaDoc for proposals and e-signatures

  • FreeAgent or Xero for invoicing, taxes, and keeping HMRC off my back

Misc

  • Toggl for time tracking

  • CleanShot X for screenshots and screen recording

  • 1Password –  Can’t stress this one enough, because trying to remember 387 logins is a total fucking nightmare

Don’t get shiny object syndrome. Use what works for you. But do invest in your stack — better tools = better workflow = better margins. Also pay for software either once, or yearly. Months subs only if it’s absolutely essential (you’ll thank me later for less accountancy hours).

Summary

Freelancing isn’t easy. You’ll juggle hats, deal with weird feedback, chase invoices, and question your life choices more than once.

But it’s also one of the best ways to earn a living doing something creative, useful, and on your terms.

You don’t need a business degree. You don’t need to go viral. You just need:

  • Solid skills

  • Clear processes

  • Good clients (and boundaries)

  • The willingness to keep learning

If you’re thinking about taking the leap, start moonlighting. Get a feel for the business side. And when you’re ready to go all-in, go in prepared — not panicked.

Need help getting started? Want to know if your pricing’s a mess or if your site gives off “junior freelancer” vibes?

I’ve been a successful freelance web designer for over 15 years and you can to!

Drop me a line here — I’ll give it to you straight.