Everyone has that cool friend who’s started their own business and become their own boss. Well, guess what? That could also be you! Starting your own WordPress freelance business is an exciting move. You’ve already got the skills, you’ve built some impressive websites, and maybe even worked with a few clients. Now, it’s time to take things to the next level.
Freelancing has some awesome perks, financial freedom, picking the projects you love, and working from anywhere (yes, even in your pajamas!). Plus, with more businesses turning to WordPress, the demand for skilled freelancers is booming. If you’re offering niche services or diving into advanced WordPress features, the earning potential is massive. And the best part? Getting started doesn’t cost much, making it an accessible option for anyone ready to hustle.
In this guide, we’ll cover all the tips, tricks, and strategies you need to kickstart a successful WordPress freelance business. Whether you’re just starting out or looking to take your side hustle to the next level, we’ve got you covered.
Starting a freelance business is exciting but also a little nerve-wracking, right? If you’re in the early stages or still getting your ducks in a row, don’t worry – laying a strong foundation is important to making things run smoothly. First things first, we can’t go any further without asking the most important question:
Freelancing is rewarding, but it comes with its own set of challenges. You’re the boss, but that also means you’re in charge of everything (and we mean everything).
There’s no office structure to lean on, so ask yourself honestly:
If the answer is yes, freelancing might just be the best option for you!
Freelancing is as much about your mindset as it is about your skills. You’re going to need:
Your personal brand is about the impression you leave on potential clients and the reputation you build over time. Here’s how to craft a personal brand that resonates with your ideal clients and helps you stand out.
To start, ask yourself: What makes you different? Are you an expert in performance optimization for high-traffic sites? Do you specialize in eCommerce solutions? Define what you bring to the table that others don’t. This UVP should be at the core of your brand and present in your website, portfolio, and client interactions.
Your brand isn’t just what you say, it’s also how you present yourself. Your website, social media profiles, and even email signatures should reflect a consistent visual identity. Choose fonts, colors, and logos that align with your values and niche, giving potential clients a cohesive impression from the moment they engage with you.
Your portfolio is one of the most important tools for showcasing your skills and success as a freelancer. Highlight case studies that demonstrate how your unique approach solved real client problems, and don’t forget to include visual elements like logos, screenshots, or videos to make your work more tangible.
Incorporate client testimonials and metrics that show measurable success, such as website traffic growth or conversion rates. For example, saying, “Increased site traffic by 50% in three months”, is more impactful than simply stating, “improved traffic.” Tools like Google Analytics, Jetpack, or custom dashboards can help you gather and present this data effectively.
Your website is the ultimate representation of your brand. It should reflect the professionalism, speed, security, and responsiveness you promise to deliver for your clients. Use it to display your best work, including detailed case studies with performance metrics that demonstrate your ability to achieve results.
Additionally, maintaining a blog on your website can help position you as an expert. Writing about WordPress tips, case studies, or industry insights attracts organic traffic and shows potential clients your depth of knowledge. Make sure your website has clear calls-to-action (CTAs), so visitors know how to contact you or hire you.
One of the best ways to build a strong personal brand is to position yourself as an expert. Beyond your website and portfolio, guest posting, online tutorials, or speaking at industry events are excellent ways to share your knowledge and build credibility. Engage in WordPress forums or contribute to communities that align with your niche to show that you’re not only skilled but also well-connected.
Client testimonials and case studies are essential to building trust. When potential clients see that you’ve successfully delivered results for others, they’ll feel more confident in hiring you. Regularly request feedback from clients and feature these testimonials across your website, LinkedIn, and proposals. You can also highlight how you’ve solved specific challenges with case studies that include metrics for added credibility.
Attend WordPress meetups, join freelancer communities, and engage with others in your industry. Being known in these circles can open doors to referrals and collaborations that help grow your business. A strong network reinforces your personal brand and connects you to opportunities that align with your values and expertise.
While having a broad skill set is important, specializing in a niche can really help you stand out and increase your earning potential. With so many opportunities in the WordPress world, focusing on areas like custom plugin development, WooCommerce store setups, performance optimization, or security hardening can give you a unique edge.
Take Eugenia Cosinschi, for example. She specializes in theme customization and development, completing over 500 projects for clients on Codeable. By honing in on her strengths, she’s built a successful freelance career by offering tailored services that meet her clients’ exact needs.
Whether you’re passionate about performance tuning or headless WordPress development, finding a niche can help you become the go-to expert and attract clients looking for specific solutions.
One of the smartest moves you can make as a freelancer is setting up your business entity, like forming an LLC. This gives you legal and financial protections that you won’t have as a sole proprietor. It keeps your personal assets safe and might even come with some tax perks.
Plus, it just looks more professional to clients. It’s an important step in positioning yourself as a serious business owner rather than a part-time gig freelancer.
In this section, we’ll cover some legal, finance, and general business topics. While we’ve been around the block a time or two, we are not legal or finance experts. If you have questions or concerns, please make sure to contact a legal or financial professional you trust.
Handling taxes and finances as a freelancer can initially feel overwhelming, but with a little organization and the right tools, it’s manageable! Here’s what to do:
1. Separate Personal and Business Finances
One of the first things you should do as a freelancer is separate your personal finances from your business income. Open a dedicated business bank account, even if you’re a sole proprietor.
This simplifies bookkeeping, makes tax season easier, and gives you a clearer picture of how your business is performing. Plus, it helps keep your personal assets protected in case of any business liability.
2. Track Your Income and Expenses
Accurate tracking of your income and expenses is crucial for tax reporting and understanding your business’s financial health. Use tools like FreshBooks, QuickBooks, or Wave to automate your bookkeeping.
These platforms can help you categorize expenses, track invoices, and monitor your cash flow effortlessly. Keeping records up to date will save you headaches when it’s time to file your taxes.
3. Understand Tax Deductions
As a freelancer, you’re eligible for several tax deductions that can reduce your taxable income. Common deductions include:
Make sure to keep receipts and documentation for all deductible expenses to support your claims in case of an audit.
4. Set Aside Money for Taxes
Freelancers in the U.S. don’t have taxes automatically deducted from their income, so it’s essential to set aside money throughout the year to cover your tax liability. A good rule of thumb is to reserve around 25-30% of your income for federal and state taxes. You’ll also need to pay quarterly estimated taxes to the IRS, which can catch new freelancers off guard. Mark these deadlines in your calendar to avoid penalties.
If you’re reading this from outside the U.S., be sure to check your local tax laws to determine how much to set aside and when your taxes are due, as the rules and rates can vary by country.
5. Think About Hiring an Accountant or Tax Professional
If taxes aren’t your strong suit, why not try hiring an accountant or tax professional? They can make sure you’re taking advantage of all available deductions, staying compliant with tax laws, and handling more complex issues like business entity formation or VAT for international clients.
While it’s an upfront cost, it can save you time, money, and potential legal headaches in the long run.
6. Plan for Retirement
As a freelancer, you won’t have access to employer-sponsored retirement plans, so it’s up to you to start saving for your future. This might seem boring – but trust us, it’s important! Consider setting up one of the following retirement accounts:
Each plan has its own benefits, so it’s worth researching which one suits your needs best. Start small if needed, but make it a priority to contribute regularly for long-term financial security.
Pricing is different for everyone, and you need to find what fits best for you. Think about:
Insurance might not be the first thing on your mind, but it’s a must for freelancers. Business liability insurance protects you from various risks that come with client work. Whether it’s a dispute over the project or an accident during a job, liability insurance covers legal fees, settlements, and even medical costs if necessary. This type of insurance ensures your business is protected from the financial fallout of unforeseen incidents, which can otherwise be costly.
For freelancers working on client websites, errors and omissions (E&O) insurance is particularly important. E&O covers you if something goes wrong with a client’s project – like a website error causing downtime or financial loss. It shields you from potential lawsuits stemming from mistakes or failures to deliver on the project’s terms, giving you peace of mind as you grow your freelance business.
Proposals and contracts aren’t everyone’s cup of tea, but you’re going to have to get used to them. They set expectations, protect you legally, and make sure everyone’s on the same page.
When drafting a proposal, include all the details, even the ones that seem obvious. Clients will make assumptions if something isn’t written down, which can lead to misunderstandings later.
A good proposal should include:
Once the proposal is agreed on, it’s time for the contract. Your contract should reference the proposal and include:
In freelancing, you always want to over-communicate. The more you document, the fewer surprises you’ll face with your clients. If you make a mistake, add it to future proposals as a lesson learned. Every error is an opportunity to grow and improve your process.
No matter how great your client onboarding is, you’ll eventually encounter challenging clients or tricky situations – it’s part of freelancing. The knack to handling difficult clients is clear communication, patience, and setting firm boundaries from the start.
Establish expectations up front by clearly outlining deliverables, timelines, and payment schedules in your proposals and contracts. This way, you have a solid reference if things start to go off track. If a client asks for something outside the agreed scope, you can refer back to the original agreement and discuss additional costs or extended timelines.
When things get tense, try to remain calm and solution-focused. Listen to your client’s concerns and offer solutions, but don’t let the situation rattle you. Sometimes, difficult clients just need to feel heard.
Scope creep happens when a project expands beyond what was originally agreed upon, often without a change in budget. To avoid this, document all scope changes in writing and get approval before moving forward. You can even include a “scope creep clause” in your contracts, so clients know that any extra requests come with extra charges or revised deadlines.
Good communication can make or break your relationship with clients. Setting clear expectations, staying in touch, and being open to feedback all go a long way in ensuring a smooth project experience.
Start by setting expectations about timelines, deliverables, and costs early, so that everyone’s on the same page, and you can avoid surprises later on.
Even if there’s no major progress, regularly update your clients and reassure them that the project is progressing. This allows you to address any issues before they become bigger problems.
Encourage feedback throughout the project. Establishing a system for getting client input helps make sure you’re meeting their needs. It also shows that you’re committed to delivering exactly what they’re looking for.
Finally, streamline everything with project management tools. Apps like Trello, Asana, or Slack make it easy to keep track of tasks, share updates, and collaborate with clients in one place.
Freelance marketplaces like Upwork, Fiverr, and Freelancer are excellent places to find new clients, especially when you’re starting out. They offer a wide range of projects and connect you with clients globally, giving you a chance to build your portfolio and gain diverse experience.
To get noticed on these platforms, focus on creating a profile that highlights your WordPress skills and showcases your best work. Positive reviews from past clients can also help attract quality projects. While it’s smart to start with smaller jobs to build credibility, aim to take on higher-paying work as you gain more experience gradually.
However, keep in mind that clients who are willing to pay premium prices for high-quality work are more likely to look for niche-specific platforms. As a WordPress freelancer, you might want to explore platforms like Codeable, which specializes in WordPress experts. Although the acceptance rate on these platforms is much lower, the quality of work and pay often make it worth the effort if you can get in.
Also, while being on these platforms can help you gain exposure, don’t rely on them exclusively. Your long-term goal should be to build an independent presence, whether through a personal website or professional profiles where clients can contact you directly. This allows you to establish your own brand and avoid the fees that freelance platforms often charge for every project.
Freelancing offers a lot of freedom, but it can also blur the lines between work and personal life if you’re not careful. Prioritizing your mental health and staying active is a great way to maintain a healthy balance.
Working from home often means you’re just a few steps away from your desk all day, making it easy to overwork. To avoid burnout, set clear boundaries. Create a designated workspace, set specific work hours, and make sure to step away when your day is done. This separation helps your mind switch off from work, making it easier to relax and recharge.
Physical activity is another essential part of staying balanced. Whether it’s a daily walk, yoga, or hitting the gym, regular exercise boosts your mood, reduces stress, and keeps your energy levels up. Even short breaks to stretch or take a quick walk can make a big difference in your productivity and well-being.
Lastly, don’t forget to check in with yourself emotionally. Freelancing can be isolating at times, so make sure to schedule social activities or connect with fellow freelancers. Staying in touch with others can help prevent feelings of isolation and give you a support system when you need it.
You likely have a good handle on some of these skills, but it’s always helpful to be aware of the full range you’ll need to succeed in various types of projects. It’s not just about hard skills like coding – soft skills play a huge role in building strong relationships with clients and maintaining long-term success.
Providing support and maintenance services is a great way to build lasting relationships with clients and create recurring revenue. Many WordPress sites need ongoing attention to stay secure and run smoothly, and clients will appreciate having someone they trust to handle it.
Regular updates are a must to keep WordPress core, themes, and plugins secure and performing well. Offering to take care of these updates for your clients can save them time and worry and ensures their sites run efficiently.
Backup solutions are another aspect of maintenance. Whether you use plugins like UpdraftPlus or rely on managed WordPress hosting services like Pressable, having regular backups in place is essential to protect client data.
Lastly, troubleshooting common WordPress issues (like the white screen of death or plugin conflicts) is an essential part of delivering a reliable service to your clients. Being able to diagnose and fix these problems quickly shows them that they’re in good hands.
CSS (Cascading Style Sheets) and HTML (Hypertext Markup Language) are essential skills to learn. CSS is used to control the visual elements – like colors, fonts, spacing, and positioning – allowing you to create a consistent and personalized style across your site. With CSS, you can easily tweak layouts, such as adjusting the width of sidebars or the spacing between sections, to ensure your site looks exactly how you want it. HTML, on the other hand, provides the foundation of your website’s content structure. It’s used to add or modify elements like headings, paragraphs, images, and links, enabling you to fine-tune the presentation of your content. Together, CSS and HTML give you complete control over the design and user experience of your client’s websites, offering flexibility beyond the default settings of their WordPress themes.
Another part of theme customization is understanding the WordPress template hierarchy. This system controls how WordPress decides which files to use for different parts of a website, like a post, page, or archive. WordPress starts by looking for the most specific file and works its way up to more general templates.
Lastly, theme frameworks like Genesis and Divi can save you a lot of time. They come with pre-built layouts and options, so instead of starting from scratch, you can jump straight into customizing. This makes your workflow faster and more efficient, giving you more time to focus on design and functionality.
A basic understanding of PHP goes a long way in helping you create custom plugins that fit your client’s needs. There is no need to be intimidated, start with the fundamentals, and you’ll be building custom plugins in no time.
WordPress gives you some handy tools like hooks, filters, and shortcodes. These let you add cool features to a site without messing with core files – making it easier to build solutions that are totally tailored to what your clients want. Whether it’s adding custom post types or connecting third-party services, plugins are your go-to for making WordPress even more powerful.
Security is super important when you’re developing plugins. To keep your clients’ sites safe, make sure you’re sanitizing and validating any data that comes from user submissions, URLs, or other external sources. This keeps any bad data or malicious code from sneaking in. And don’t forget to escape output when displaying data in the browser – this helps avoid cross-site scripting (XSS) attacks.
On top of that, there are a few other good habits to get into. For example, nonces (numbers used once) can be used to protect forms and actions, limit access to your plugin files, and give users only the permissions they really need. And, of course, always keep your plugin code up to date with the latest security patches to stay ahead of any new vulnerabilities.
The good news is you won’t always need to build plugins from scratch. Most of the time, you’ll be adding extra functionality to an existing plugin, like integrating an ERP system with WordPress. It’s all about making things work smarter for your clients.
As a freelance developer, the faster you can fix an issue, the more valuable you become to your clients.
Tools like Query Monitor and Debug Bar are lifesavers for debugging. They help you spot and fix issues quickly by giving you a clear view of what’s happening behind the scenes. When you’re stuck on a tricky issue, don’t forget the WordPress Codex. It’s packed with detailed information on everything WordPress-related, and you can use it for troubleshooting, code references, and best practices.
When it comes to performance optimization, knowing how to enhance a site’s speed and responsiveness is a crucial skill. This involves caching content, optimizing images, reducing HTTP requests, and leveraging tools like WP Rocket or Autoptimize to fine-tune a site’s performance. Faster sites not only improve user experience but also lead to better search engine rankings, which can be a selling point when you explain the impact of these optimizations to clients. Offering performance optimization as part of your services gives your clients the added value of a website that runs efficiently even as traffic grows.
On the security side, regular malware scans, strong security plugins like Wordfence, and securing hosting environments are essential elements of a comprehensive website management service.
Understanding how to implement firewalls, monitor for vulnerabilities, and secure login processes ensures your clients’ websites are protected from attacks. Additionally, recommending secure, managed hosting platforms to your clients helps mitigate risks by providing server-side protections and backups.
If you are new to the technical side of WordPress, here is a blog post you might find helpful:
We won’t lie to you: there is competition in any freelancing role. This means, as a WordPress freelancer, continuously improving your skills is a must to stay competitive and meet your clients’ needs. With so much information out there, it can feel overwhelming. But by focusing on reliable resources and structured learning, you can make steady progress and increase your earning potential.
The official WordPress.org documentation has so much information for developers. It lets you brush up on the basics, learn advanced topics, and find the most reliable and up-to-date knowledge. It’s also worth spending time studying the official Developer documentation to make sure you’re not missing anything important.
To stay current, check out the WordPress Developer blog and WordPress.TV. While some videos on the latter platform may not be technical, they often provide insights that help you stay in tune with the latest trends and updates in the WordPress ecosystem.
A great way to upgrade your skills is by understanding the real-world challenges people face. Spend time on the WordPress forums, Reddit, or similar communities to see what users are struggling with. Knowing these common pain points helps you shape your services to address real needs, keeping you relevant and in demand.
Even if you’re an experienced freelancer, there’s always room to learn. One excellent way to upgrade your skills is through structured courses like WP Rockstar from GeekPack. This program is more than just a do-it-yourself course, it’s a do-it-together experience, where you get step-by-step guidance on building WordPress websites, along with support from a vibrant community.
It focuses on real-world skills, helping you land your first (or next) client within 90 days. The program also provides invaluable tools, like client contract templates to prevent scope creep and a complete workflow template to streamline your projects from start to finish.
When building client websites, there are a few essential tools you’ll need – like themes, plugins, and hosting. While you don’t need to purchase everything upfront, as you work with more clients, it’s worth investing in agency-level licenses. These ensure strong performance and save time across multiple projects.
A reliable, fast, and scalable hosting plan is crucial for keeping client websites running smoothly. It affects everything, site speed, uptime, security, and overall client satisfaction. When choosing a hosting plan, look for features like:
Many WordPress hosts offer plans that allow you to host multiple sites. For example, Pressable’s higher-tier plan lets you host up to 100 sites. With more flexibility, storage, and staging options, it’s a great choice for professionals managing multiple websites.
Common plugins you might use when working on client websites include tools for security, backups, optimization, and SEO, as well as plugins for WooCommerce that improve checkout or allow memberships. The trick here is to have a solid arsenal of plugins at your disposal to meet the unique needs of each client quickly. Whether it’s enhancing a site’s performance, adding new features, or improving user experience, you’ll be able to make informed decisions about which tools to use.
However, it’s important to avoid overloading a site with unnecessary plugins. Only install what’s essential to maintain site performance. Too many plugins can slow a site down or introduce conflicts, so focus on choosing the most efficient, reliable options for each use case.
This approach ensures that your clients get a fast, secure site, tailored to their needs without compromising performance.
To deliver high-quality websites, you need professional-grade development tools. Visual Studio Code is a popular choice for writing clean, efficient code, offering features like syntax highlighting, extensions, and Git integration.
GitHub is essential for version control, helping you track changes, collaborate with other developers, and roll back if needed.
Keeping projects organized and on track is important when maintaining client satisfaction. Project management tools like Trello, Asana, or Monday.com help you manage tasks, set deadlines, and collaborate with clients or team members.
Tools like Toggl or Harvest provide transparency for tracking time spent on each task, showing clients exactly where their project hours go.
Effective communication is the backbone of successful client relationships. Tools like Slack, Zoom, and Google Meet make it easy to stay in touch with clients, whether for quick updates or in-depth project discussions. They help to give clear feedback, goals are aligned, and any issues are resolved swiftly.
Before launching any website, thorough testing and debugging are a must for a smooth user experience. Tools like BrowserStack allow you to test sites across different devices and browsers, ensuring compatibility.
GTmetrix and Pingdom are invaluable for analyzing site performance helping you identify areas for speed optimization.
Professional invoicing is important when maintaining a strong image and ensuring timely payments. Tools like FreshBooks help you track time, expenses, and invoices with features like automated reminders and reporting. They’re an essential way to simplify your financial management and help you stay on top of your business.
Sometimes, we can get so caught up in what we’re doing that we forget human connection is super important, too. Building meaningful relationships through networking can lead to new clients, collaborations, and opportunities that might not happen otherwise.
There’s something special about face-to-face interactions that can’t be replicated online. Attending conferences like WordCamp gives you the chance to connect with potential clients and collaborators on a deeper level. To get the most out of these events, focus on attending those that align with your goals.
Prepare research attendees and speakers ahead of time so you know who you want to meet. It helps to have an elevator pitch ready that clearly explains your services and what sets you apart.
Don’t forget to bring professional business cards and a digital portfolio to share with new contacts.
During the conference, engage in workshops, panels, and networking sessions to meet people. After the event, be sure to follow up with those contacts to keep the relationship going.
Cold outreach can be an effective way to expand your client base, even if it feels a little intimidating at first. When crafting your emails, start by researching the recipient to personalize your message and make it relevant to their specific needs.
Your email should clearly explain how your services can solve their problems or bring value to their business. Make sure to include a clear call to action, like scheduling a call or meeting. And don’t be afraid to follow up, just make sure your timing is professional and respectful.
Sometimes, larger projects require a team. Building a network of collaborators, like designers, SEO experts, or content creators can make tackling big projects easier. You can find these collaborators through platforms like LinkedIn, industry forums, or local meetups.
When reaching out, approach with a win-win mindset, offering value before asking for anything in return.
Building relationships takes time, so keep the communication going and nurture the connection over time.
Getting started as a WordPress freelancer is exciting, and when you do it right, it opens the door to lasting client relationships and a steady stream of income. But to really succeed, it’s not just about your business – it’s about helping your clients succeed, too.
When it comes to building sites, boosting performance, or tightening up security, picking the right hosting platform is a big deal. A solid hosting plan keeps your clients’ sites fast, scalable, and secure, and that’s where you can make a real difference by recommending the right one.
Pressable makes things simple. With 100% uptime, automated backups, and expert support, it’s everything you need to deliver reliable hosting for your clients. And with Pressable handling the heavy lifting, you can stay focused on creating excellent sites.
Ready to become your own boss and start this new freelance chapter? Check out Pressable’s pricing plans and begin your journey.
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The information contained in this blog post is for general informational purposes only and should not be construed as professional advice. For any specific questions or concerns regarding starting a freelance business, it’s highly recommended that you consult with a qualified professional, such as a business advisor, accountant, or lawyer.
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