Where Do Freelancers Find Customers?

Freelancing has become a defining force in the European workforce. Across industries, from creative design to IT consulting, professionals are leaving traditional employment for more flexible, autonomous work. But even as freelancing grows, one question remains the cornerstone of every independent career: Where do freelancers find customers?

The Freelance Business Community, in partnership with Freelancing.eu, Na volné noze, The Indie List, Doerscircle, EFWeek, Freelancer Blog, Leapers, Hoxby, The Workstyle Revolution, Freelancing Females, Freelancers Union, Freelance Network Italia, and Freelance.Pizza, set out to answer this question through data, not assumptions.

Their 2023 research, shared during Freelance Business Month, sheds light on how freelancers across Europe really find work, which channels perform best, and how business skills, education, and experience shape client acquisition outcomes.

Let’s dive into what the data reveals, and how you can apply it to grow your freelance business and scale as a solopreneur.

Read more below, or download the report here.

For years, many platform reports have claimed that anywhere between 30% and 70% of freelancers find work through online marketplaces. But according to the Freelance Business Community’s 2023 study, the reality looks very different.

Only 14.7% of freelancers reported finding clients through freelance platforms.

That means a striking 85% of freelancers rely on other channels, primarily personal networks, referrals, and direct outreach, to secure projects.

Personal Networks Lead the Way

• 53.9% of freelancers find clients through existing or past clients.
• 44.7% rely on recommendations and referrals.
• 34.8% use social media as a discovery channel.

These findings echo a clear message: your relationships matter more than your platform profiles. The most successful freelancers don’t just chase gigs, they nurture networks.

Despite their global popularity, freelance marketplaces are not the primary client source for most European freelancers. The research highlights several reasons why platform engagement remains low:

• Perceived low pay: Many freelancers believe they cannot secure well-paid jobs on platforms.
• High competition and fees: The time and cost of building a presence often outweigh the rewards.
• Limited visibility: Algorithms tend to favour already established freelancers.

Still, some freelancers do thrive there, particularly those in specific industries.

Who Succeeds on Platforms?

The survey found that freelancers in web development, IT, copywriting, translation, marketing, and creative arts, typically aged 25–34, with 4–10 years of experience and university degrees, are most likely to secure work via platforms.

However, European freelancers tend to combine platform work with direct client relationships, personal branding, and referrals.

The report uncovered a critical insight: business education directly affects client acquisition success.
Freelancers with strong business skills were:

• More likely to find clients through recruiters and corporate referrals.
• More confident in pricing and negotiations.
• Less reliant on low-paying platforms.

Meanwhile, freelancers with intermediate business skills were more likely to seek clients on freelance platforms, while beginners leaned toward job boards and community platforms.

Join the Freelance Business Academy to improve your freelance business skills.

• 82.6% of freelancers acquire business skills through practical experience rather than formal training.
• Only 25% receive formal business education through university or previous employment.
• 72.9% of freelancers have actively upskilled in the past year.
• An impressive 88.5% recognise that business education directly impacts their ability to find more clients.

These figures emphasise the importance of learning beyond your craft, understanding marketing, negotiation, pricing, and client management is essential to grow your freelance business.

If most freelancers find clients through personal networks and referrals, then visibility and trust become your most valuable assets.

That’s where building a personal brand as a freelancer comes in.

4 Actionable Branding Tips

1. Clarify your niche – Define what you do and who you serve (e.g., “I help SaaS startups scale through UX-focused web design”).
2. Create valuable content – Share insights, case studies, and behind-the-scenes posts on LinkedIn.
3. Leverage testimonials – Turn client feedback into social proof.
4. Build a personal website – According to the study, all freelancer categories use personal websites to pitch directly to potential clients.

Personal branding isn’t about vanity, it’s about creating trust at scale. When potential clients recognise your expertise online, half the sales job is already done.

Freelance Business Academy will help you define your niche, ideal customer and how to leverage your testimonials for the freelance business growth.

The study confirms what seasoned freelancers already know: referrals remain the most reliable form of client acquisition (however, it should not be your only client acquisition strategy!)

A well-maintained client relationship can lead to years of recurring work. That’s why client experience is just as critical as marketing.

Ways to generate referrals:

• Over-deliver on your project (nothing makes a better impression as your dedication)
• Send thank-you or follow-up emails after projects (communication is key!)
• Ask satisfied clients to refer you.
• Offer referral bonuses or discounts to those who promotes you
• Consider partnerships with other groups, communities, influencers who may find your service complimentary

Remember: It’s easier to keep a client than to find a new one. Focus on turning one-time projects into long-term partnerships.

Setting your rates strategically is one of the most effective ways to scale as a solopreneur.

The report highlights a link between business acumen and pricing confidence: freelancers with stronger business understanding were able to justify higher prices and attract better clients.

Smart Pricing Strategies:

1. Move away from hourly rates – Package your value into outcomes, not time.
2. Use tiered pricing – Offer different service levels to appeal to various budgets.
3. Anchor your pricing – Present your premium package first to frame your value.
4. Communicate ROI – Show clients what they gain, not what they spend.

Freelancers who understand value-based pricing can command respect, and sustainable income.

Struggling to navigate freelance business pricing, Join Freelance Business Community to connect with other freelance professionals and watch videos about freelance business pricing.

The report found that freelancers who invest in business education and skill development are significantly more likely to find steady clients.

Key statistics:

• 73% have engaged in upskilling within the last 12 months.
• 88.5% believe business education helps them attract clients.
• Freelancers with formal training or mentorship report faster growth and better client retention.

This confirms what many in the Freelance Business Community already sense: technical skills open doors, but business skills keep them open.

If you want to grow your freelance business, prioritize learning in areas like negotiation, content marketing, and client management.

Here’s a four-week plan to implement the report’s findings and grow your client base:


Consistency creates momentum.
Each action compounds over time, helping you find customers as a freelancer organically.

The Freelance Business Community’s report challenges the myth that platforms are the dominant path to freelance success.

With only 14.7% of freelancers finding work through platforms and the vast majority relying on personal networks, it’s clear that connection beats competition.

Your clients aren’t just online, they’re within your extended professional network, your social circles, and even your existing client relationships.

By focusing on branding, relationships, education, and business strategy, you can create a freelance business that thrives, without depending on algorithms.

Key Takeaways

• Only 14.7% of freelancers find clients via platforms; most rely on networks and referrals.
• Business education and upskilling directly influence success.
• Personal branding and referrals are the most effective growth tools.
• Pricing strategy and process automation enable scaling.
• Freelancers identify as professionals, not gig workers.

Finding customers as a freelancer doesn’t require endless platform bidding or constant pitching. It requires clarity, visibility, and connection.

Start by refining your personal brand, nurturing relationships, and improving your business skills. Whether you’re a designer in Berlin, a copywriter in Milan, or a consultant in Lisbon, your next opportunity might come from a message, not a marketplace.

The data is clear, and empowering: Freelancers who invest in relationships and education don’t just find clients. They build careers that last.