Build Your Freelancer Brand: Attract More Clients with a Standout LinkedIn Profile

Freelancing is booming. With over 1.57 billion¹ freelancers worldwide - almost half of the global workforce - more professionals are leaving the traditional 9-to-5 to pursue self-employment. This shift presents a unique opportunity to build a personal brand that stands out in a competitive market.

The global freelance platform market is also expanding rapidly. It's projected to reach $14.17 billion by 2029², growing at an annual rate of 16.6%. These platforms are reshaping the workforce, enabling businesses to connect with skilled professionals for temporary projects.

To succeed, building a strong freelancer brand is essential. But your brand is more than just your name; it’s how clients perceive you, the quality of your work, and the value you provide.

Where should you start? Start by focusing on one key area: creating a powerful LinkedIn profile and presence.

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Optimising Your LinkedIn Profile For Maximum Visibility

As of 2025, LinkedIn has 1 billion registered users³, out of which, 310 million are active monthly. With such a vast audience, optimising your profile is essential - especially for freelancers looking to attract clients and build a strong professional brand.

To maximise your LinkedIn presence, focus on key elements: use a high-quality professional photo to enhance trust and profile views, craft an SEO-optimised headline with relevant keywords, and write a compelling summary that highlights your expertise.

Professional Photo

To make your LinkedIn profile stand out, start with a professional photo. It creates a strong first impression and builds trust with potential clients and connections.

Studies show that profiles with a photo receive 21 times more profile views⁴ compared to those without a photo. If the photo is a professional headshot, the chances of attracting views increase even further - by 14 times⁵. A simple update like this can significantly boost your visibility and engagement on LinkedIn.

SEO - Optimised Headline

To optimise your LinkedIn profile, start with a compelling headline that showcases your skills and expertise. Use relevant keywords to improve searchability - for example, instead of just "Consultant," try "SEO Consultant | Content Strategist" to attract the right audience.

A well-structured headline should follow a three-part formula: who you are, the problems you solve, and the benefits you provide. This is especially important given LinkedIn’s vast reach and will ensure the right clients looking for your services can find you when they search LinkedIn’s database.

Impactful Summary

Your summary section is a crucial element of your profile. Write in the first person to create a personal connection, and naturally incorporate industry-relevant keywords to improve search visibility. Highlight your journey, what drives you, and what clients can expect when working with you.

This could look like the following:

• Hook: Start with a compelling statement about your professional passion or unique value proposition.
• Mission: Explain why you do what you do and what drives you professionally.
• Accomplishments: Share specific achievements and how they demonstrate your expertise.
• Expertise and Skills: Highlight your key skills and areas of expertise.** **
• Call to Action: Invite readers to connect.

Experience

Don’t forget to list your skills accurately. Choose those that align with your freelance services, and encourage past clients or colleagues to endorse them to boost credibility.

Focus on:

• Quantifying Results: Use numbers to demonstrate the impact of your work. For example, "Increased sales by 20% in six months" or "Reduced project timelines by 30%."
• Highlight Tools and Technologies: Showcase the specific tools and software you use in your work.
• Achievements: Emphasise specific projects or initiatives you led and their outcomes.
• Add Visuals: Incorporate images, videos, or presentations related to your work to enhance engagement and credibility.

Customise Your LinkedIn URL

Customise your LinkedIn URL for easy sharing while maintaining professionalism - it’s all about making connections easier.

The Power of Content on LinkedIn

Regularly engage by sharing content related to your industry or insights into ongoing projects. Consistency keeps you visible and positions you as an expert in your field. Only about 1%⁶ of monthly users share content weekly, but those who do generate significant engagement.

LinkedIn influencers generate 10 times⁷ more engagement than the average user, highlighting the potential for increased visibility through strategic content creation.

And since the launch of LinkedIn’s AI-assisted collaborative articles, there have been over 10 million contributions and a 270% increase in weekly readership.⁸

Key Elements of High Performing Content

Value and Relevance: Ensure your content is valuable, relevant, and engaging to your target audience. Use industry insights, tips, case studies, or thought leadership pieces.

Visuals: Incorporate high-quality images, videos, infographics, or GIFs to make your posts visually appealing.

Humour in content: Posts that incorporate humour see a 65% increase in engagement.⁹

Networking on LinkedIn

Networking on LinkedIn can be a game-changer for freelancers. The platform helps you connect with potential clients, collaborators, and mentors - opening doors to opportunities you might not find elsewhere. In fact, 84% of LinkedIn users actively use the platform to strengthen their professional networks¹⁰.

Building a strong freelancer brand on LinkedIn isn’t just about having a profile - it’s about making a lasting impression. By optimising your profile with a professional photo, an SEO-friendly headline, and a compelling summary, you increase your chances of attracting the right clients. Consistently sharing valuable content and actively networking will further establish your credibility and position you as an industry expert.

Ready to take your freelance finances to the next level? Thanks to global networks it's now easier than ever to find clients and customers overseas, here’s how Wise can help your freelance business:

Take your business to new places with Wise Business

• No monthly subscription international business account
• Multi-currency support: hold 40+ currencies, send payments to 160+ countries, and get local account details for 9+ currencies including GBP, EUR, USD, AUD.
• Low-cost currency exchange: mid-market exchange rate with transparent fees
• Batch payments: pay up to 1,000 recipients at a time in multiple currencies with one spreadsheet
• Multi-user access: manage user permissions and choose from 5 roles to manage what your team members can view, access, and manage
• Business debit expense cards for you and your team: up to three digital cards per team member, and set spending limits according to your business needs
• Accounting integration: connect with Xero, QuickBooks, FreeAgent and more.

Sources, last checked on 26/02/2025
1 Exploding Topics, ‘57+ Freelance Statistics, Trends and Insights (2024)’
2 Research and Markets, ‘Freelance Platforms - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2024 - 2029)’
3 Measure, ‘40 Incredible LinkedIn Statistics for Growing Brands in 2025’
4 Job Search Guide, How Important is Your LinkedIn Profile Photo?
5 Inc Magazine, ‘How to make your LinkedIn profile 20x more appealing’
6 Scrapp.io, ‘70+ LinkedIn Statistics Shaping 2025’
7 Cognism, ’100 Essential LinkedIn Statistics and Facts for 2025’
8 Social Media Today,’LinkedIn Outlines Next Steps for Its Collaborative Articles Option’
9 LinkedIn article, ‘Become an Expert in LinkedIn Advertising with These 6.5 Creative Tips’
10 LinkedIn article, ‘Networking statistics’