We tend to assume that the quality of the work is what keeps a freelancer on speed dial. A sharper eye, a more refined portfolio, a distinctive creative voice… surely that’s those are the things that separates the booked-and-busy from the constantly pitching?
Well, maybe not. In a recent discussion on our own community network, The Studio, experienced freelancers from across the creative industries weighed in on what actually makes a client want to keep working with you. And while talent certainly matters, the consensus pointed to something deeper: reliability, relationship-building, and a genuine understanding of the business you’re serving.
(Want to join in these conversations yourself? Join The Studio today: it’s free!).
Reliability is a superpower
If there’s one thread running through every response, it’s this: be someone your client can count on, not in a vague, aspirational sense, but in the most practical, day-to-day way possible. Designer Greg White puts it bluntly: “In my experience, it’s very little to do with the skill you’re providing, and more about just simply showing up when you say you will. Reliability is a superpower that business owners are happy to pay a premium for.”
That view is echoed by Sandrine Bascouert, a photo retoucher and creative artworker, who sees reliability as something clients will actively pay more for. “Finding someone else who does the job is hard and time-consuming,” she reasons. “So if you’re flexible enough to adapt to the client’s needs—not just in terms of timeframe, but also in terms of how you communicate what needs to be done—they’re more likely to stick with you. They probably won’t mind freelancers who charge more for the peace of mind. The same way you buy a reliable, but more expensive, brand for your electricals.”
Sandrine offers a practical checklist for any freelancer: never overpromise, especially around deadlines; be open to extra hours for genuinely urgent requests (but insist on rush rates); be naturally curious about the client’s business; and communicate your expectations upfront, in a professional manner.
From service provider to trusted adviser
Several contributors make the distinction between freelancers who simply deliver what’s asked and those who become genuinely embedded in a client’s thinking. It’s the difference between being a pair of hands and being a strategic partner.
Designer and artist Matthew Gallagher has noticed that: “there tends to be a fast-food mentality in our approach, especially early on in our careers, where we are just ‘serving them french fries’. This can lead our relationship into a tenuous position. This contrasts with the many other professional services these businesses may also contract with—for things like accounting, legal, cyber-security—which they see as indispensable counsel.”
Matthew’s advice? Stop thinking of yourself as someone who delivers a widget on demand. “You become indispensable to a client when you build that relationship beyond the service-provider role and transition to a trusted counsellor,” he explains. “So try to become a partner for their business needs and a subject matter expert in your craft—and how it can be applied to successfully achieve their long-term business goals.”
That idea of understanding the “why” behind a brief (rather than just the “what”) is shared by motion designer and illustrator Hussein Fakih, who puts it simply: “You become indispensable when you understand your client’s need before he asks you.”
Honesty, boundaries and pushing back
Being easy to work with doesn’t mean being a pushover, though. Several freelancers highlighted the importance of honest communication around scope, timelines and cost.
Integrated designer Alexander Clark shares a telling example. “Recently, one of my long-term clients had a great PR opportunity and needed artwork turned around in 48 hours. I had to move some work around to fit it in, and they knew it was an uncommon turnaround, but they were super-appreciative.”
However, Alexander stresses the importance of holding the line when it counts. “If a client tries to sneakily expand scope on a new project before beginning,” he says, “I’d calmly explain that, yes, I can do that, but the budget has to adapt to meet those expectations.”
The human element
For all the talk of process and professionalism, several contributors reminded us that freelancing is, fundamentally, still all about people. As multidisciplinary designer Peter Atcheson says: “For me it’s been about relationship building. I focus heavily on this from the start. Finding common ground. Sharing personal experiences. Most importantly, showing interest in their business, in their success. Allowing them to see you as a partner in their success makes you indispensable to them, in the most real way.”
Graphic designer Yas Banks agrees, arguing that personality is the ultimate differentiator. “After all, you are human, and if you can’t have a laugh with those you work with, even for a short period of time, you’ll get lost in the saturation of freelancers.”
“Consistency, reliability, kindness and setting boundaries seem to be all key to maintaining those relationships,” says Stephanie Jade Howe, who works across illustration, graphics and motion. “Showing up and doing a good job is, of course, at the core, but how you integrate within a team and a willingness to be flexible within the role go a long way.”
The key takeaway? Talent alone isn’t enough. The freelancers who last are the ones who pair exceptional work with clear communication, commercial understanding and the kind of human decency that makes a client think: “I’d rather not do this without them.”
That’s not people-pleasing. That’s professionalism. And it’s the foundation of every lasting freelance career.
