The life of a freelancer often gets romanticised. We picture idyllic afternoons spent sipping lattes and churning out work at a relaxed pace. But the reality? A significant chunk of that time can be eaten up by the dreaded “hustle” – the constant search for new projects and clients.

There’s another way, though, and it involves clients coming to you and seeking your specific expertise.

This might sound unrealistic, but it’s a very achievable reality through the power of findability.

Why findability matters for freelancers

Think about it: when a client has a specific need, they’re much more receptive to your services. They’re actively looking for someone who can solve their problem, and if you’ve positioned yourself as the go-to solution, closing the deal becomes a breeze.

Contrast this with the often-uncertain world of cold emailing. With cold emails, you never quite know if your message will land or simply get lost in the digital abyss.

My findability journey

I built my freelance medical writing career on the concept of findability. Early on in my career, I dominated Google searches for the term “medical writer Sydney.”

While an interstate move a few years back means I’m no longer the local champion, the core principle remains: Strategic findability.

Here’s a glimpse into my findability strategy:

• Keyword-rich LinkedIn profile: My profile wasn’t just a digital resume; it was (and still is) a way to attract potential clients directly. I strategically weaved relevant keywords throughout my profile description, experience section and even recommendations. This made it easier for decision-makers searching for medical writers to discover me.
• Targeted directory listings: Don’t underestimate the power of niche directories! By being listed in relevant online directories, like the AMWA directory, I increased my exposure to the right audience.
• A conversion-focused medical writing website: A professional website showcasing my expertise, past projects and client testimonials was a powerful tool for encouraging clients to reach out to me. Visitors landing on my site could quickly understand my value proposition and feel confident reaching out for a quote or more information.

This approach allowed me to minimise the need for cold emailing.

Building your findability

Here’s how to get started and build your findability.

Define your ideal clients

The first step is to understand who you’re trying to attract. What are their needs, pain points and online behaviours? Once you know your ideal client profile, you can tailor your findability efforts accordingly.

Conduct relevant keyword research

Identify relevant keywords your ideal clients might use to search for freelance services like yours.

Optimise your website

Your website is your digital storefront. Ensure it’s mobile-friendly, easy to navigate, and clearly communicates your value proposition. Optimize your website content with relevant keywords and meta descriptions to improve search engine ranking.

Use classic content marketing strategies

Content marketing is a powerful tool for attracting organic traffic and establishing yourself as an authority. Here are some content creation strategies to help you become more findable:

• Start a health blog: Regularly publish informative and engaging blog posts related to your niche. Offer valuable insights, solve reader problems and showcase your expertise.
• Create lead magnets that appeal to your ideal clients: Lead magnets like ebooks, white papers or cheat sheets offer valuable content in exchange for a reader’s email address. This allows you to build an email list and nurture leads over time.
• Guest authoring or blogging: Reach out to established websites in your niche and offer to contribute guest posts. This expands your reach to a wider audience and positions you as an expert.
• Leverage social media: Share your content on relevant social media platforms and engage with your audience. Participate in industry discussions, answer questions and build relationships with potential clients.

Build your online reputation

Positive online reviews and testimonials can significantly boost your credibility and attract new clients. Here are some ways to encourage social proof:

• Request testimonials: Ask satisfied clients to leave positive reviews on your website or social media profiles.
• Showcase case studies: Showcase successful projects you’ve completed for past clients (with their permission, of course). This demonstrates your skills and the value you deliver.
• Engage with industry leaders: Connect with established figures in your field on social media. Positive interactions can enhance your reputation and visibility.

Network, network, network

Building relationships within your industry goes a long way. Here are some networking strategies:

• Attend industry events: Participate in online or offline conferences, workshops and meetups relevant to your niche. Network with potential clients, collaborators and industry influencers.
• Join online communities: Connect with other freelancers and potential clients in LinkedIn groups, Facebook communities or other groups related to your field.
• Offer free or discounted consultations: Consider offering limited free consultations to potential clients (as long as it’s on your terms and you’re not getting exploited). This allows you to showcase your expertise, build trust and potentially convert them into paying clients.

Remember: Findability is an ongoing strategy

Building a strong online presence and attracting ideal clients who find you takes time and consistent effort. However, the rewards are significant – a steady stream of high-quality projects, less time spent on cold emailing and the freedom to focus on the work you love.