5 Ways to Grow Your Design Business Using Upwork

1. Specialize in a Type of Design

You might think it's better to offer all types of design. But honestly, you're just one person. There's no way you can be the Walmart of design and do it well enough to have happy customers.

I get it – narrowing your service offering can be scary. Back in my agency days, I was a bit of a skill collector. 2D animation? Check. Video editing? Check. UX/UI certification? Double check. So, whenever I saw a project that I could technically handle, I'd send a proposal. But guess how many of those jobs I landed? Zip, zero, nada. Why? My profile was as clear as mud.

Here's the kicker about platforms like Upwork: the magic word is "specialization". It's like trying to win a race without picking a lane... ain't gonna happen.

Imagine your kitchen's pipes decide to recreate Niagara Falls. Who are you going to trust to fix it? The handy, jack-of-all-trades repair person with a little experience, or the seasoned plumber who's a whiz with wrenches? I'll bet my bottom dollar you'd pick the plumber. Why? They're the expert, and their track record speaks volumes.

So, before you open Upwork, grab a coffee, sit down and jot down all of your design skills. Now, divide them into three categories:

1. The stuff you're fantastic at and absolutely love doing.
2. The stuff you can do, but it doesn't light your fire.
3. The stuff you'd rather avoid like the plague.

For me, packaging was my happy place. And while there was a ton of other stuff I could do, but didn't really enjoy. And social media posts? Well, I'd rather watch paint dry. (Just kidding! I still whip them up for my own business, but not for clients.)

If there's something you're only kinda, sorta good at (like, 70% proficiency), don't put it on your menu. Stick to the skills you've mastered - the ones you're 90-100% confident in. Whether your jam is UI/UX design, logo design, infographic design, or another specific design field, that's what you should spotlight in your profile. Specialization is like a homing beacon for clients - it helps them find you and gives you the chance to work on projects that really rev your engine.

I also recommend choosing a specific target audience. Just as a plumber could work in commercial buildings but they choose to work in residential, as a designer you should choose who you work with. If you're a brand designer, who do you work best with? Try to be as specific as possible. Don't just say small-business owners, narrow further into boutique store owners or service-based professionals. And make sure you're choosing who you want to work with, not just who you'd accept. Speak what you want into the universe and manifest that sh!t.

2. Create a Strong Profile

Now that you have a clear plan for what your services will be, it's time to tailor your profile to display your message. Your profile is your virtual storefront on Upwork. Make sure it's engaging, showcases your skills, and highlights your experience. Use a professional photo, write a compelling summary, and list all your key skills. Also, make sure to include a portfolio of your best work, so potential clients can see the quality of your designs.

What are the profile essentials? Let's dive in.

Profile Picture

Let's start with your profile pic. You want a high-quality photo where you look professional yet approachable. And please, no group photos - it's all about you! If you don't have the resources for a professional photoshoot, choose a clear backdrop, find your light and start snapping in Portrait mode on your smartphone.

Title and Overview

Your title is your headline. This is the place to highlight your specialty clearly. Try something like "Experienced {type} Designer for {Target Audience}." Or if you're not yet experienced and just starting out, try other adjectives like passionate, modern or hardworking. It's important to be honest and straightforward about your skills and offerings.

Then there's your overview. It's gotta be catchy, clear, and a spot-on reflection of your skills. This is where you get to talk about your experience, your skills, and what you offer. Elaborate more on your headline, adding a short paragraph, or even relevant bullet points. Keep it short and sweet – if it's too long, clients will scroll by.

Skills

Time to list your superpowers! But be specific, guys. "Graphic Design" is good, but "Adobe Photoshop" or "UX/UI Design" is even better. Remove or leave off any skills that don't have to do with your specialization.

Work History and Feedback

As you complete jobs on Upwork, you'll start to get reviews and ratings. These are like gold and positive reviews can really help reel in those clients. Back to our plumber example, you'd be more likely to hire someone with 5-stars on Google than 3.5-stars, or worse, no reviews at all. Take even small jobs you know are easy to help you receive some quick feedback. You can even invite past clients from outside of Upwork to leave reviews for you.

Portfolio

Here's where you get to show off your creative genius. Put your best work front and center. And if you have a specialty, make sure you include examples of it. Check out my YouTube and Patreon for tutorials about how to create 3D mockups of your designs to include in your portfolio.

Education and Certifications

Got a degree? Certifications? Include them! It doesn't matter if it's formal education or online courses - if it's relevant, it's worth mentioning.

Availability

Keep this updated. It's important to let clients know if you're ready to jump on a project right away or if you're currently booked solid.

Rate

This one's a bit tricky. You want to set a rate that's fair to you but also competitive. Do some research and see what the going rates are for your type of work. You'll get a chance in the proposal phase to provide a clear scope of work to go along with your rate.

Test Scores and Languages

If you've taken any tests on Upwork, or if you're fluent in more than one language, brag about it here.

bonus: Introduction Video

If you're up for it, an introduction video can be a fun way to let potential clients get to know you a bit better.

And one last thing - please, please, please check your profile for typos and grammar mistakes. A well-written profile can make a big difference in landing those jobs. Use Chat GPT if needed 😄

3. Write Persuasive, Custom Proposals

When you apply for jobs on Upwork, you have to write a proposal. This is your chance to sell your skills and experience to the client. Make sure to tailor each proposal to the specific job, highlighting how you can help the client achieve their goals. Avoid generic proposals; personalization can make a significant difference. And don't get too wordy; say just enough to build trust and invite them to connect with you.

Here's a sample:

Hi {client name}! Thanks for the invite to your project. I'd love to help you bring your {descriptive project type} to life. I understand {their unique problem}, so you can rest easy knowing {your value add, ex. "my designs are beautiful and modern while also TTB compliant and print-ready."}. I'll be more than just a visual designer but a forward-thinking creative partner in your business. 

I'm available to start {timeframe you're available}. I'd be happy to answer any questions you may have; feel free to message me here on Upwork, or book a discovery session with me at {calendar link}.

4. Client Reviews and Ratings

I touched on this earlier, but reviews are GOLD. Satisfying your clients should be your top priority. High-quality work, good communication, and meeting deadlines will result in positive reviews and higher ratings. These will increase your visibility on Upwork and make you more attractive to potential clients. Remember, word of mouth can also help you gain more clients, so aim to leave a good impression.

5. Continuous Learning and Upgrading

The world of design is always evolving, with new tools and trends emerging regularly. Stay updated with the latest design trends and software in your area of specialization. This will allow you to offer more value to your clients and increase your competitiveness.

And Remember, You Got This!

Remember, growing a business on Upwork or any other freelance platform takes time, so don't be discouraged if you don't see immediate results. Keep refining your skills, learning from your experiences, and continually improving your service offering. It can take time and a bunch of closed doors before one opens. Keep your confidence high and hype yourself up – your perfect client could be one click away.