The exact LinkedIn strategy I use to get freelance clients — how to optimize your profile, send connection requests strategically, follow up without being annoying, and turn two hours a week into a steady client pipeline.
2 hours
How to get clients with LinkedIn
LinkedIn is my favorite way to get clients — and here's why. When you send a connection request on LinkedIn, you're not a complete stranger. Anyone can view your profile before they accept. That means every outreach you do is a warm pitch, not a cold one.
LinkedIn lets you build a network that actively supports your business. It's easier to find the right people, stay top of mind, and land your ideal clients than with any other outreach method I've tried. And according to data I've gathered from 200+ freelancers I've coached, this method has about a 25% conversion rate. That's not nothing.
Here's how it works: you start with a connection request. Then a casual, personalized note. Then, a couple of weeks later, you move into pitching. But before any of that, you need a profile that actually shows what you do and who you help.
Optimize your LinkedIn profile
You won't get clients without a great profile, so let's start here.
Psst — if you're thinking "my portfolio isn't done yet, I'll come back to this later" — stop right there. Your portfolio doesn't need to be finished to optimize your LinkedIn or start networking. Keep going.
You a visual learner? Watch this instead. (Note: updated video coming soon — this one still covers the basics!)
Here are a few fantastic LinkedIn profiles you can reference while you work through this:
- ⭐️ Me! Rachel Meltzer (give me a follow?)
- Polly Clover
- Nick Lafferty
- Elena Galli
- Anna Sonnenberg
- Rachel Ayotte
- Devi Shree
- Alyssa Towns
- Taylor Harrington
Step 1: Work Experience
- Fill in ALL of your past work experience — everything, including volunteer work and education. Mine goes back to 2010.
- Add each freelance client you've had as an individual work experience. If you haven't had clients yet, make a note to do this every time you sign a new contract going forward.
- Add a work experience for your freelancing business overall — whether you have an LLC or you're a sole proprietor. Fill in your services and link your portfolio pieces under that experience.
→ Not sure what to title it? Mine is just "Freelance Digital Marketer" at MeltzerSeltzer.
→ Want your own logo next to the experience? Make a free business page on LinkedIn! You don't need an LLC or DBA to create one.
Step 2: Optimize your headline
- Add keywords your ideal clients might use to find you — like "SEO strategist," "content marketer," "email marketing consultant," "brand voice specialist," or "fractional CMO"
- Include your industry or niche
⚡️ Pro Tip: Don't list multiple services in your headline! It dilutes your positioning and makes it harder for the right clients to find you. Pick your primary service and lead with that.
Step 3: Photos
- Upload a professional profile photo (I took mine with my phone — it doesn't have to be fancy)
- Create a banner in Canva for the space behind your profile photo
⚡️ Pro Tip: Stay within the safe margins so nothing important gets cropped!
⚡️ Pro Tip: Treat your banner like a billboard for your freelance business and personal brand.
Step 4: Featured section
Add links to anything you want potential clients to see outside of LinkedIn. Options include:
- Discovery call booking link (I use Cal.com — it's free)
- Your website or portfolio
- A services or pricing guide
- Specific service pages
- Your newsletter or a free resource
⚡️ 1200 x 627px or 1080 x 1080px are the best sizes for featured link covers. You can make these in Canva.
Step 5: About section
Write your About section. Don't overthink it — you can update it every 3–6 months as your business evolves. Here are two templates to get you started.
⭐️ TEMPLATE 1 — if you're just starting out:
I'm a freelance [your service] specializing in [services] for [niche/industry].
I've worked with [anyone you've worked with — omit this line if none yet].
[SERVICE YOU OFFER][Elaborate on this service]
[SERVICE YOU OFFER][Elaborate on this service]
[SERVICE YOU OFFER][Elaborate on this service]
Experience: [Your relevant background]
About me: [A little about you as a person]
Send me an email: [your email] or learn more here: [your portfolio or website link]
⭐️ TEMPLATE 2 — if you've had clients:
I'm [your name] — a [type of freelancer you are] specializing in [your niche].
As a [your service] for [adjective] companies in [niche], [any other relevant experience]...
I know what you're dealing with:
- [pain point your ideal client faces]
- [pain point]
- [pain point]
You're [how they're wasting time or money] when you have a million more important things to do.
What's more? [Another problem they have]. [The consequence of that problem].
If there's someone who can make things easier and nail it on the first try — it's me.
I've delivered [what you've done] for the best in [your niche]. And I've been doing it for [# of years].
- I've [accomplishment]
- I've [accomplishment]
- I've [accomplishment]
My superpower is helping [type of business] [what you help them achieve] with [adjectives] [your service].
There are a lot of freelancers out there. But you'll never find another like me.
Because when it comes to [your superpower], no one does it better.
TESTIMONIALS:
[testimonial][testimonial][testimonial]
ARE YOU DONE STRUGGLING WITH [THEIR PROBLEM]?
Do you have a backlog of [your service] that needs the help of a pro?
I'm the person (and results) you've been wishing for.
Shoot me an email: [your email]
Send connection requests and follow-ups
Your profile is optimized! 🥳 Now it's time to build momentum.
This is called direct outreach or outbound marketing — and this is where you'll actually get clients. LinkedIn direct outreach has about a 25% conversion rate based on data gathered from 200+ freelancers I've coached using this method.
Before you can pitch, you need to network. And the first step is sending connection requests.
⚡️ Pro Tip: Before you start connecting randomly — make an Ideal Clients List first. You can grab my free Ideal Clients Tracker template to get started.
How to send connection requests (no, really — read this)
You've probably sent connection requests before. But have you done it strategically?
- Choose a company from your Ideal Clients List
- Find every relevant person at that company using one of these methods:
- Browse the employees on their LinkedIn company page
- Check the "About" or "Team" page on their website
- Look at their blog to see who writes or contributes content
- Connect with each relevant person
⚡️ Pro Tip: If you can add a note to your connection request, experiment with it! You can use the LOI template below. LinkedIn limits how many notes you can send, so use them strategically — some people respond better to notes, others don't. Try both and see what works for you.
⚡️ Pro Tip: Add each person to your Ideal Clients Tracker as you go!
Who to connect with
Pull from the lists below based on your service type. Don't be afraid to ask around on LinkedIn or use ChatGPT to expand these lists for your specific niche.
⚡️ Pro Tip: These lists go in toggle dropdowns in Notion — pull the titles most relevant to your services and ignore the rest!
- CEO (companies with 100 employees or fewer)
- CMO (companies with 100 employees or fewer)
- Co-founder / Founder
- Head of Content
- Head of Marketing
- VP of Content
- VP of Marketing
- Director of Content Strategy
- Director of Creative Strategy
- Content Marketing Manager
- Content Marketing Lead
- Content Marketing Strategist
- Content Manager
- Content Editor
- Content Senior Coordinator
- Content Writer
- Managing Editor
- Editorial Director
- Editorial Manager
- Editorial Team Lead
- Senior Editor
- Senior Managing Editor
- Editor
- Copywriter
- Creative Director
- Creative Lead
- Creative Producer
- Creative Recruiter
- Growth Marketer
- Growth Marketing Leader
- Marketing Manager
- Email Marketing Manager
- Email Marketing Lead
- Journalist
- Sales Manager
- Sales Coordinator
- (Vertical) Content Editor
- (Vertical) Director
- (Vertical) Editor
- Freelance writers at their publication (you can connect with people who also write for their blog!)
- CEO (companies with 100 employees or fewer)
- CMO (companies with 100 employees or fewer)
- Co-founder / Founder
- Head of SEO
- SEO Manager
- SEO Director
- SEO Strategist
- SEO Consultant
- Head of Growth
- Growth Marketing Manager
- Director of Demand Generation
- VP of Marketing
- Head of Marketing
- Content Marketing Manager
- Head of Content
- Digital Marketing Manager
- Director of Digital Marketing
- Performance Marketing Manager
- Marketing Operations Manager
- Web Manager / Webmaster
- Product Marketing Manager (for SaaS)
- Developer / Engineering Lead (for technical SEO conversations)
- CEO (companies with 100 employees or fewer)
- CMO (companies with 100 employees or fewer)
- Co-founder / Founder
- Email Marketing Manager
- Email Marketing Strategist
- Email Marketing Lead
- CRM Manager
- CRM Strategist
- Director of CRM
- Head of Lifecycle Marketing
- Lifecycle Marketing Manager
- Retention Marketing Manager
- Director of Retention
- Head of Growth
- Growth Marketing Manager
- Marketing Automation Manager
- Marketing Operations Manager
- VP of Marketing
- Head of Marketing
- Director of Marketing
- eCommerce Manager (for DTC brands)
- Head of eCommerce (for DTC brands)
- CEO (companies with 100 employees or fewer)
- CMO (companies with 100 employees or fewer)
- Co-founder / Founder
- Brand Manager
- Brand Strategist
- Director of Brand
- VP of Brand
- Head of Brand
- Brand Marketing Manager
- Creative Director
- Head of Creative
- Director of Creative
- VP of Creative
- Marketing Director
- Head of Marketing
- Content Marketing Manager
- Head of Content
- Communications Manager
- Director of Communications
- Head of Communications
- PR Manager
- Copywriter
- UX Writer (for product-led brands)
- CEO (companies with 100 employees or fewer)
- CMO (companies with 100 employees or fewer)
- Co-founder / Founder
- Social Media Manager
- Social Media Strategist
- Social Media Director
- Head of Social
- Community Manager
- Community Lead
- Director of Community
- Content Creator
- Digital Marketing Manager
- Marketing Manager
- Head of Marketing
- Brand Manager
- Influencer Marketing Manager
- Partnerships Manager
Send your first message
Once they accept your connection request, send your first message — a Letter of Introduction (LOI).
An LOI is not a pitch. It's just a way to introduce yourself and get your toe in the door. You'll pitch your services in your follow-up messages.
FIRST MESSAGE (LOI) TEMPLATE:
"Hey [name], I'm a [your service] for [types of companies you help]. I saw [something specific about them — a post, their profile, something they wrote], [your genuine remark about it]. Thanks for connecting!"
The "something about them" could be:
- Something on their profile — their role, past job, education, a mutual connection
- A recent post they wrote or engaged with
- Something they published or worked on
Follow up
Two weeks after they accept your connection request, follow up — casually. Even if they didn't respond to your LOI.
FIRST FOLLOW-UP TEMPLATE:
"Hey [name], do you ever work with freelancers at [their company]?"
Keep following up
Wait another two weeks, then send a second follow-up — even if they haven't responded to anything yet.
SECOND FOLLOW-UP TEMPLATE:
"Hey [name], I'm going to be taking on new clients starting [your availability date]. Do you need any help with [your service] at [their company]?"
→ If they respond: set up a discovery call!
If they don't respond: switch to following up quarterly — every three months, up to five times.
Don't be shy about follow-ups. You will not get clients if you don't send them. This is where the magic happens.
(Optional) Post content
Posting on LinkedIn can help — but it's not required to get clients. What you actually need is a strong profile and consistent outreach. I didn't post regularly for my first four years and still stayed booked.
That said, posting consistently does accelerate things when done well. Here's what actually works:
Benefit | Content ideas |
Draw in your ideal client | Showcase a project with an ideal client • Show how you can help them • Share your availability |
Position you as an expert | Share industry news • Talk about what great [your service] actually looks like • Share a unique approach or POV |
Make new connections | Use polls • Ask for coffee chats • Tag people in posts or comments |
Showcase your work | Share portfolio pieces • Share bylines as they go live • Share results and wins |
Stay top of mind | Schedule posts 2+ times a week |
Don't post just to post. Post because you have something genuinely useful to say. Call in your ideal client, demonstrate your expertise in a helpful way, and share your work and results.
Or — and this is honestly what I did for years — just share your bylines, portfolio updates, and availability. Simple, low-effort, and it works.
⚡️ Pro Tip: You can schedule posts on LinkedIn! Scheduling does NOT hurt your reach. I schedule all of my posts and consistently get 5k–50k views.
How to spend 2 hours a week on LinkedIn to get clients
Two hours a week. That's it. You don't need to be on LinkedIn every day — you just need to be intentional when you are. Here's how I'd break it down.
Step 1: Follow-ups (~30 minutes)
Start every LinkedIn session with follow-ups. Open your Ideal Clients Tracker and send any follow-ups that are due.
No follow-ups to send yet? Go to your existing connections and scroll. Reach out to anyone you haven't talked to in a while — you'd be surprised how many of those conversations turn into something.
Reconnection template (option 1) — keep it casual:
"Hey [name], what are you up to these days?"
Simple. Low pressure. See where it leads — and don't forget to mention you're freelancing now if it comes up naturally.
Reconnection template (option 2) — if you're open to coffee chats:
"Hi [name]! Something I've been trying to do with my connections is hop on a quick 15-minute call just to get better acquainted — no pitch, just a chat. Open to that sometime in the next few weeks? If so, feel free to grab a time here: [calendar link]"
Step 2: Send new connection requests (~30 minutes)
Spend the next chunk of time sending new connection requests to your ideal clients. You can usually get through 5–10 in 30 minutes if you're focused.
→ Only have an hour total? Stop here. That's genuinely great momentum. ←
Step 3: Engage (~60 minutes)
Head to your feed and interact — but make it count. A thoughtful comment is worth ten generic ones. If your feed isn't showing you anything worth engaging with, go back to your Ideal Clients Tracker and interact directly with people you've been connecting with.
Optional: Post
Posting can help — but it's not required to get clients. What you actually need is a strong profile and consistent outreach. Plenty of freelancers (myself included, for the first four years) built their client roster without posting regularly at all.
If you do post, post because you have something genuinely useful to say — not just to stay visible. The content that works best will call in your ideal client, demonstrate your expertise in a helpful way, or share your work and the results you've gotten. Sharing bylines, portfolio updates, and availability is also completely valid and often underrated.
Don't post just to post. Your time is better spent on steps 1–3.
FAQs
How many connection requests do I need to send?
So I usually calculate for a 25% response rate and a 25% conversion rate from there.
So if I sent 100 requests, I usually get 25 acceptances, of those 25, usually ~6 of them become my clients within the next 24 months if I follow up appropriately.
So if I just wanted 1 client, I’d need to send ~17 requests to get 4 responses to yield 1 client.
But getting clients takes time, so you’ll need to factor in that as well, and I’m not sure how to do that mathematically because humans are kind of unpredictable. To account for that, I'd add a buffer and just do this amount weekly until I'm fully booked again. So that would be 34 per week, if you can.
But this is my general rule of thumb. Typically, if I'm trying to get clients, I'll just send as many new connection requests as I possibly can. The more, the merrier.
Multi-player Mode
Connect with as many relevant people as you can at each company. So if you see a content manager, a content writer, and a content editor on a company's LinkedIn, connect with all 3!
This will give you a better chance of getting in touch with the right person. Plus, it makes it look like you know multiple people who work there – this will impress a sense of trust subliminally.
FOLLOW UP
Don't be shy!! If you don't follow up to offer your services you won't get gigs.
Follow up 14-30 days after they connect with you. If you are sending LOIs and following up consistently, you'll build major momentum.
I aim to send 3 or more LOIs per week. Don't stop after the first follow-up (even if you don't get a response!). I recommend following up 5 times (see schedule below to see the intervals I recommend).
Once they respond to your follow-up, if they express any interest (ask for a discovery call, ask for your portfolio, say they don't need someone right now but might someday), ask for their email. Email addresses are gold. They're more reliable and direct.