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 HTML on MySpace profiles. After that I found a passion for code which just evolved from 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 a steady stream of freelance web designer 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 look good and get results.
That said, you do need tools. Here’s a stack that works well for solo freelance web designer setups:
- 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 added friction — now I use a generalised Terms & Conditions document on my website and reference it on my invoices.
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 signatures: try Bonsai or PandaDoc.
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 freelance web designer not a solicitor.
Don’t ramble about “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 both. But if you want to work with larger clients, a Limited Company gives you more credibility.
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. Sole trader’s fine for side gigs, but if you’re regularly invoicing four figures? Get some 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 local artist’s site isn’t worth the same as a national brand’s. The more the client stands to gain — the more you should charge.
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 real)
If you’re a freelance web designer just starting out, it’s tempting to undercharge. Don’t. Value your skills from day one.
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 freelance web designer for creative freelancers? Brutalist sites for tech startups? Whatever it is — lean into it.
Marketing
You can be the best freelance web designer in the world, but if no one knows you exist — good luck paying the bills.
Here’s what works:
- SEO: Rank for stuff like “freelance web designer in [location]” — clients search exactly that
- Content: Blog posts, tips, case studies, tutorials. Show you know your stuff
- Social media: Pick one or two platforms and post regularly. I’m terrible at this one.
- Referrals: Ask happy clients to recommend you. People buy from people
- 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.
Time Management
Being your own boss is great — until you realise you have to make yourself work.
Here’s what helps:
- Time blocking: I only allow calls between 10–11am and 2–3pm. That leaves deep work time outside of that.
- Use a calendar: If it’s not scheduled, it won’t get done
- Track your time: Even if you charge per project, know where your time’s going. (Though I find timers stressful)
- Say no: Not every job is worth it. Trust your gut
- Batch tasks: Group similar tasks together. Context switching kills productivity
Also — take breaks. You’re not a machine. Even the most dedicated freelance web designer needs rest.
Tools
Here’s what I use to run a tight freelance web designer ship:
Design & Dev
- Figma for UI and prototypes
- VS Code for dev (with Prettier, linting, etc)
- GitHub for version control
Project Management
- Notion for docs, calendars, planning
- Trello or ClickUp for tasks
Proposals & Invoicing
- Bonsai or PandaDoc for proposals/signatures
- FreeAgent or Xero for invoicing & taxes
Misc
- Toggl for time tracking
- CleanShot X for screenshots & screen recordings
- 1Password – because remembering 387 logins is a 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 yearly where you can, not monthly.
Summary
Freelancing isn’t easy. You’ll juggle hats, deal with weird feedback, chase invoices, and question your life choices.
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. When you’re ready, go in prepared — not panicked.
Need help getting started? Want to know if your pricing’s a mess or your site gives off “junior freelance web designer” vibes?
I’ve been a successful freelance web designer for over 15 years — and you can too!
Drop me a line here — I’ll give it to you straight.