How do I get my first client as a freelance copywriter with zero portfolio
Direct Answer
To get your first client as a freelance copywriter with zero portfolio, you must stop waiting for permission and start creating proof of your skills through spec work, free samples, or micro-gigs on platforms like Upwork or Fiverr. The real key is targeting small businesses or startups that need affordable copy but don't demand a polished portfolio—they care more about your enthusiasm and ability to solve their immediate problem, like writing a website homepage or a product description. Networking in niche communities (e.g., local business groups, Reddit's r/copywriting, or LinkedIn) and offering a "test drive" project for free or at a steep discount can land you your first client if you're persistent and strategic.
Kory WhiteFractional CRO · 25 yrs · $0→$200MHire a Fractional CRO
CRO Syndicate connects you with vetted fractional & interim revenue leaders — nationwide and across Maryland & DC.
Book a CallLet me tell you something I’ve learned from coaching dozens of freelance writers: much of the advice you’ll hear about getting your first copywriting client is either a sugar-coated fairy tale or a doom-and-gloom scare story. I’m Kory White, a CRO who’s seen more P&L statements than hot dinners, and I’m here to bust the biggest myths with cold, hard reality.
Myth #1: “You need a portfolio to get a client—it’s a chicken-and-egg problem.” Truth: The chicken-and-egg problem is a self-imposed mental block. You can build a portfolio quickly by writing spec pieces for real companies (e.g., rewrite a landing page for a local bakery or draft a sales email for a SaaS tool). Then, publish them on a free platform like Medium, Google Docs, or a simple Canva site. First-time copywriting clients often land their first gig without a single paid sample—they used mock projects, guest posts, or free work for a non-profit. Your first client wants to see that you can write clear, persuasive copy, not that you’ve been paid for it. The myth that you need a portfolio? Not unless you’re aiming for Fortune 500 clients on Day 1.
Myth #2: “You have to work for free to get started.” Truth: Working for free can work if you do it strategically, but it’s not mandatory. Free work for a local business or a startup (e.g., write their "About Us" page for free in exchange for a testimonial and referral) is a high-leverage move—you get a real-world sample and social proof. However, free work without a clear agreement (e.g., "I’ll write one page, you give me a LinkedIn recommendation and a referral if you like it") is a trap. Better approach: offer a discounted "test drive" project at a low rate on platforms like Upwork, where clients are hungry for affordable copy. Your first paid gig doesn’t have to be a full website—it can be a single product description or a short email sequence. The myth that free is the only way? Not true—discounted micro-gigs work faster.
Myth #3: “Social media is the only way to find clients.” Truth: Social media is one channel, not the only channel. Cold emailing small businesses (e.g., local gyms, coffee shops, or e-commerce stores) with a specific, value-driven pitch (e.g., "I noticed your homepage copy doesn’t mention your free shipping—here’s a rewrite I think could boost conversions") can yield strong responses if you’re targeted. Networking in niche communities—like Reddit’s r/copywriting, r/freelance, or r/smallbusiness—where you offer free advice and then mention you’re available for hire, can land you consistent leads. LinkedIn outreach to startup founders or small business owners (e.g., "I’m a new copywriter specializing in [niche]—can I write a free headline for your next email?") is a low-friction way to start a conversation. The myth that you need a huge Instagram following? Not unless you’re a lifestyle influencer first.
Myth #4: “You need a niche to get started.” Truth: A niche helps you stand out, but not having one won’t stop you from getting your first client. Generalist copywriters can land gigs for website copy, blog posts, email newsletters, or social media captions for small businesses in any industry. The key is to pick one or two types of projects (e.g., website copy or email sequences) and focus on delivering that well for your first few clients. Once you have a few samples, you can narrow your niche (e.g., "I write email sequences for SaaS startups"). Your first client doesn’t care about your niche—they care that you can write copy that sells. The myth that you must niche from Day 1? Not unless you’re targeting a hyper-specific industry like medical devices.
Myth #5: “You can’t charge more than a low amount for your first project.” Truth: Pricing is a spectrum, not a fixed number. Your first project can be low if you’re on Upwork or Fiverr, but if you pitch directly to a local business owner, you can charge a higher flat fee for a single page or email sequence because you’re offering value, not just time. The key is to price based on the value you provide, not your experience level. For example, if you rewrite a landing page that increases a client’s conversion rate, that’s worth thousands—but for your first gig, charge a modest flat fee to get the testimonial. Don’t undervalue yourself—but don’t overprice either. The myth that you must charge peanuts? Not unless you’re on a race-to-the-bottom platform.
Myth #6: “You need a website and business cards to be taken seriously.” Truth: A simple LinkedIn profile with a professional headshot, a headline like "Freelance Copywriter | Helping Small Businesses Write Better Copy," and a link to a Google Doc portfolio is enough to land your first client. Business cards are obsolete for most digital-first freelancers. Your first client will find you through a referral, a cold email, or a platform—not by walking into your office. Focus on building a strong online presence (e.g., a free Medium blog where you share copywriting tips) rather than spending money on a website. Your first client wants to see your writing, not your web design skills. The myth that you need a fancy site? Not unless you’re targeting corporate clients who expect a professional brand.
Building Your Zero-Portfolio Portfolio
Your first step is to create a "spec portfolio" —fake projects for real companies that demonstrate your ability to write persuasive copy. Pick a few businesses you admire (e.g., a local coffee shop, a SaaS startup like Notion, or an e-commerce brand like Allbirds) and rewrite one piece of their copy—a homepage headline, a product description, or an email sequence. Write it as if you were hired—research the brand voice, target audience, and value proposition. Then publish these on a free platform like Medium, Google Docs, or a simple Canva site (use a free template). Label them clearly as "Spec Work for [Company Name]" so potential clients know they’re not real projects but still see your skill. This portfolio can be built quickly and is often more impressive than a beginner’s real portfolio because it shows initiative.
Pro tip: Write spec work for a business that’s actively hiring a copywriter—you can find these on LinkedIn Jobs or Indeed. Then, in your cold email, say: "I wrote a sample for your brand—here’s a rewrite of your homepage that I think could boost conversions." This shows you’ve done your homework and gives them a tangible reason to respond.
Cold Emailing Small Businesses
Cold emailing is one of the fastest ways to land your first client if done right. Target small businesses (e.g., local gyms, bakeries, boutique shops, or service providers) that have weak copy on their website or social media. Use a tool like Hunter.io or Apollo.io to find their email, or simply guess (e.g., info@businessname.com). Your email should be short, specific, and value-driven:
- Subject line: "Quick idea for your [page type] copy"
- Opening: "Hi [Name], I’m a freelance copywriter and I noticed your homepage doesn’t mention [key benefit]. I wrote a quick rewrite—here it is: [link to Google Doc]. No strings attached."
- Body: "If you like it, I’d love to discuss a small project. If not, no worries—just ignore this."
- Closing: "Best, [Your Name]"
Send a thoughtful number of emails each day and track responses (use a simple spreadsheet). Expect some responses if you’re specific and helpful. Follow up once after a few days with a gentle reminder. This method has landed many first-time freelancers their first client.
Using Freelance Platforms Strategically
Platforms like Upwork, Fiverr, and Freelancer are great for beginners because they have built-in client demand. Create a profile that highlights your enthusiasm and willingness to learn rather than experience. Set your rate low initially to attract your first few clients. Bid on small projects (e.g., "Write a 500-word blog post" or "Draft a product description") with custom proposals that show you’ve read the job description. Offer a free revision to reduce client risk. Once you complete a few projects, you’ll have real reviews and a portfolio that you can use to raise your rates. Pro tip: Target clients with low budgets (e.g., small projects) because they’re more likely to hire a beginner. Avoid bidding on large, vague projects (e.g., "Need a copywriter for a full website") until you have more experience.
Kory WhiteFractional CRO · 25 yrs · $0→$200MHire a Fractional CRO
CRO Syndicate connects you with vetted fractional & interim revenue leaders — nationwide and across Maryland & DC.
Book a CallNetworking in Niche Communities
Networking in niche online communities can yield high-quality leads with less competition. Join Reddit communities like r/copywriting, r/freelance, r/smallbusiness, and r/forhire. Offer free advice in threads (e.g., "Here’s how to write a better headline for your landing page") and include a subtle mention that you’re available for hire. On LinkedIn, connect with small business owners and startup founders in your target niche. Send a personalized connection request (e.g., "Hi [Name], I admire your work at [Company]. I’m a copywriter specializing in [niche]—would you be open to a quick chat about your copy needs?"). Join Facebook groups for entrepreneurs (e.g., "Small Business Owners Network") and participate in discussions without spamming. The key is to build relationships first—people buy from people they trust. Within a few weeks, you’ll likely get a direct message asking for your services.
Offering a Free or Discounted Test Drive
One of the most effective strategies is to offer a "test drive" project—a small, low-risk piece of copy for free or a deep discount. Approach a local business (e.g., a coffee shop, a yoga studio, or a real estate agent) and say: "I’m a new copywriter building my portfolio. I’d love to write a free homepage headline or a short email sequence for you. If you like it, you can pay me what you think it’s worth—or just give me a testimonial and a referral." This removes all risk for the client and gives you a real-world sample. Even if they don’t pay, you get a testimonial and a portfolio piece that you can use to land paid clients. Pro tip: Target businesses that have a clear pain point (e.g., "I noticed your website doesn’t explain your services clearly—I can fix that in 30 minutes"). This method has a high success rate because it’s low-pressure and high-value.
FAQ
How long does it take to get my first copywriting client? It typically takes a few weeks if you’re actively pitching, cold emailing, and using platforms. Some freelancers land their first client quickly by offering a free test drive to a local business.
Should I work for free to get started? Only if it’s strategic—free work for a testimonial and referral is valuable, but avoid endless free projects. A discounted micro-gig is often better than free.
What if I don’t have any writing samples at all? Create spec work—rewrite a landing page for a real company or write a mock email sequence. Publish it on Medium or Google Docs and label it as spec.
Is Upwork or Fiverr better for beginners? Upwork is generally better for long-term projects and higher rates, while Fiverr is good for quick gigs. Both work—pick one and focus on it.
How much should I charge for my first project? A modest amount for a small project (e.g., a product description or a short email) on platforms, or a higher flat fee for a direct pitch to a local business. Raise your rates after a few projects.
Do I need a website to be taken seriously? No—a simple LinkedIn profile with a link to a Google Doc portfolio is enough for your first client. Focus on your writing, not your web design.
Sources
- The Copywriter Club podcast and community
- Reddit r/copywriting and r/freelance
- Upwork and Fiverr help centers and case studies
- LinkedIn Learning courses on freelance copywriting
- HubSpot’s blog on copywriting tips and portfolio building
- Neil Patel’s guide to freelance copywriting
- The Freelance Writing Academy (FreelanceWriting.com)
- ProBlogger’s job board and resources
Related on PULSE
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