The Freelancer's LinkedIn Playbook: How to Position Yourself So Clients Come to You

The Freelancer Who Looked Like an Employee

When Jenna first went freelance, she updated her LinkedIn headline to "Freelance Graphic Designer." She tweaked her About section to mention she was "available for projects." But when potential clients landed on her profile, they were confused. Her Experience section looked like a traditional resume—listing past employers with vague descriptions. Her Featured section was empty. There was no portfolio, no case studies, no clear indication of what she actually did for clients.

Result? Crickets. Despite being a talented designer, her profile wasn't doing the work of attracting clients. It looked like she was between jobs, not running a business.

Contrast that with Marcus, a freelance copywriter. His headline: "Freelance B2B Copywriter | I Help SaaS Companies Turn Website Visitors Into Customers." His About section opened with a specific problem he solves and 3 examples of results he's driven for clients. His Experience section listed "Freelance Copywriter" as his current role with bullet points showcasing client wins. His Featured section displayed case studies and testimonials. Before anyone read a word, his profile screamed: "I'm available, I'm professional, and I deliver results."

The difference? Marcus understood how to position himself as a freelancer on LinkedIn. In this playbook, you'll learn exactly how to structure your profile so clients find you, trust you, and reach out—without you having to chase them.

Why Freelancers Need a Different Kind of Profile

Traditional LinkedIn profiles are built for job seekers. They highlight past employers, career progression, and responsibilities. That doesn't work for freelancers. Here's why:

• You're not looking for a job—you're attracting clients. Your profile needs to answer: "What can you do for me?" not "Where have you worked?"
• Trust is harder to build. Clients need to know you're legit, available, and professional. Your profile has to do the vetting work upfront.
• You're competing with agencies and other freelancers. Your profile needs to differentiate you and make the case for why someone should hire you over alternatives.

The good news? When you position your profile correctly, LinkedIn becomes a lead generation machine. Clients who find you through search are already warm—they're looking for what you offer.

The Freelancer Profile Structure: 8 Essential Elements

Here's how to structure each section of your LinkedIn profile to position yourself as a professional, available freelancer:

💡 1. Headline: Make It About the Client, Not Your Job Title

Wrong: "Freelance Graphic Designer"

Right: "Freelance Graphic Designer | I Help Tech Startups Create Brand Identities That Stand Out"

Why it works: The second headline tells clients what you do for them, not just what you call yourself. It's client-focused, specific, and immediately communicates value.

Formula: [Your Role] | I Help [Target Audience] [Achieve Specific Outcome]

Examples:

• "Freelance Web Developer | I Build Fast, Conversion-Focused Websites for E-Commerce Brands"
• "Freelance Content Strategist | I Help B2B SaaS Companies Turn Blogs Into Lead Generation Engines"
• "Freelance Marketing Consultant | I Help Small Businesses Get More Customers Without Wasting Ad Spend"

✔️ 2. About Section: Lead With the Problem You Solve

Your About section should NOT be a biography. It should be a pitch. Structure it like this:

1. Open with the problem. "Most e-commerce brands struggle to turn traffic into sales..."
2. Position yourself as the solution. "That's where I come in. I'm a freelance UX designer who specializes in optimizing checkout flows..."
3. Provide proof. "Over the past 3 years, I've helped 20+ brands increase conversion rates by an average of 35%."
4. Include a clear CTA. "Looking to improve your site's performance? Let's talk. Message me or email [your email]."

Keep it under 4 paragraphs. Make it skimmable. Use line breaks. This same problem-solution-proof structure works across freelance positioning—learn more in our guide on LinkedIn About section storytelling.

🔁 3. Experience Section: List "Freelancer" as Your Current Role

Don't list individual clients as separate jobs unless you had a long-term contract. Instead, create one entry:

Title: Freelance [Your Role]
Company: Self-Employed or Your Business Name
Dates: [Start Date] - Present

In the description, use bullet points to showcase results:

• Designed brand identities for 15+ tech startups, resulting in 50%+ increase in brand recognition (measured via surveys)
• Created website copy for SaaS clients that increased trial signups by 40% on average
• Managed social media campaigns for e-commerce brands, driving $200K+ in attributed revenue

Why this works: It signals you're currently available, professional, and results-driven. It doesn't look like you're between jobs—it looks like you're running a business.

🧠 4. Featured Section: Showcase Your Best Work

The Featured section is prime real estate for freelancers. Use it to display:

• Case studies: Link to a PDF, Google Doc, or webpage showcasing a client project with before/after results.
• Portfolio pieces: If you're a designer, writer, or developer, feature your best work.
• Testimonials: Screenshot positive client feedback and feature it as an image.
• Media or publications: If you've been featured anywhere, include it.

Aim for 3-5 featured items. Make sure each one visually communicates credibility.

"Your LinkedIn profile isn't a resume—it's a storefront. Every section should answer the question: 'Why should I hire you?' Make it easy for clients to say yes."

✔️ 5. Skills & Endorsements: Prioritize Client-Facing Skills

Don't list every skill you have. Prioritize the skills that clients care about. Reorder your Skills section so the most relevant ones appear first.

Examples:

• For a freelance writer: "B2B Content Writing," "SEO Content Strategy," "Copywriting"
• For a freelance designer: "Brand Identity Design," "Logo Design," "Web Design"
• For a freelance developer: "React Development," "WordPress Development," "E-Commerce Development"

Ask past clients and colleagues to endorse you for these specific skills. Endorsements add social proof.

💡 6. Recommendations: Get Client Testimonials on Your Profile

Recommendations from clients are gold. They're public testimonials that do the selling for you. Aim for 3-5 recommendations, ideally from:

• Past clients who can speak to results you delivered
• Colleagues who can vouch for your professionalism
• Collaborators who can speak to your expertise

When asking for a recommendation, make it easy: "Hi [Name], I'm updating my LinkedIn and would love a recommendation highlighting our work on [project]. If you're open to it, I can draft a few bullet points to make it easier!" Learn more in our recommendation request guide.

🔁 7. Open to Work Settings: Signal Availability

Turn on "Providing Services" in your LinkedIn settings. This adds a green "Open To Work" frame to your profile photo (you can customize it to say "Providing Services" instead). It signals availability without looking desperate.

To enable it:

1. Click "Open to" at the top of your profile
2. Select "Providing Services"
3. Specify what services you offer
4. Choose whether to display it publicly or only to recruiters

For freelancers, displaying it publicly is fine—it reinforces that you're available and actively taking on clients.

✔️ 8. Contact Info: Make It Easy to Reach You

Don't make clients hunt for how to contact you. Include:

• Your email in the Contact Info section
• A link to your website or portfolio (if you have one)
• A link to a booking page (Calendly, etc.) if you want to make scheduling easy

Also, end your About section with a clear CTA: "Interested in working together? Message me here or email [your email]."

Advanced Freelancer Positioning Tactics

Niche Down in Your Headline

The more specific your headline, the more it resonates with your ideal client. "Freelance Writer" is generic. "Freelance B2B SaaS Writer | I Help Startups Explain Complex Products Simply" is magnetic to the right people.

Optimize Your LinkedIn URL

Change your LinkedIn URL from the default (linkedin.com/in/john-smith-a83b2b123) to something clean (linkedin.com/in/johnsmithwriter). This makes it easier to share and looks more professional on business cards, email signatures, etc.

To change it: Go to your profile → Click "Edit public profile & URL" on the right → Edit your custom URL.

Post Content That Attracts Your Ideal Clients

Your profile is the foundation, but posting content amplifies it. Share insights, case studies, and lessons learned. Even one post per week can significantly increase your visibility and position you as an expert.

Topics that work well for freelancers:

• Behind-the-scenes of a client project (with permission)
• Lessons learned from freelancing
• Quick tips related to your expertise
• Results you've driven for clients (anonymized if needed)

Prioritize Recommendations from Paying Clients

A recommendation from a client carries more weight than one from a former coworker. When asking for recommendations, prioritize people who've hired you and can speak to the results you delivered.

Common Freelancer Profile Mistakes (And How to Fix Them)

Mistake: Vague Headline

Example: "Freelance Designer | Open to Opportunities"

Fix: "Freelance Brand Designer | I Help Tech Startups Create Memorable Identities"

Specificity attracts the right clients. Vagueness attracts no one.

Mistake: Resume-Style About Section

Example: "I have 10 years of experience in marketing. I've worked at Company A, Company B, and Company C..."

Fix: "Most small businesses waste money on ads that don't convert. I help them get more customers without increasing their budget. Here's how..."

Lead with the client's problem, not your work history.

Mistake: No Portfolio or Featured Work

Fix: Use the Featured section to showcase 3-5 examples of your best work. If you don't have a portfolio site, create simple case studies in Google Docs and link to them.

Mistake: No Clear Call to Action

Fix: End your About section with: "Interested in working together? Message me here or email [your email]." Make it frictionless for clients to reach out.

Frequently Asked Questions

Should I list individual clients in my Experience section?

Only if you had a long-term contract (6+ months) with them. Otherwise, group all freelance work under one "Freelance [Your Role]" entry. This keeps your profile clean and signals you're running a business, not jumping between jobs.

What if I'm just starting out and don't have client results yet?

Focus on the problems you solve rather than results. Use your About section to demonstrate expertise through insights, not just past work. Consider doing a few projects at a discount or pro bono to build case studies, then feature those prominently.

Should I include my freelance rates on my LinkedIn profile?

Generally, no. Pricing is context-dependent and listing rates can limit you. Instead, invite people to reach out for a consultation: "Interested in working together? Let's discuss your project and I'll send over pricing options."

How often should I update my freelancer profile?

Update your Featured section every 2-3 months with new case studies or work samples. Update your About section whenever your positioning shifts (new niche, new service offering, etc.). Keep your profile fresh to signal you're active and available.

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