What I've Learned Freelancing as a Web Developer in London
Honest lessons from building a freelance web development practice — finding clients, pricing work, and managing expectations.
Freelancing as a web developer in London is both easier and harder than people think. Easier because there's no shortage of businesses that need websites. Harder because standing out in a market full of agencies and offshore teams requires more than just coding skills.
The biggest lesson I've learned is that clients don't buy code — they buy outcomes. A restaurant owner doesn't care whether you use React or Vue. They care whether their website brings in more reservations. Framing your work in terms of business outcomes changes every conversation.
Pricing was my steepest learning curve. I started charging hourly, which punishes you for being fast. Now I price by project value. A website that will generate thousands in revenue for a business is worth more than the hours it takes to build.
Finding clients without a huge portfolio was the initial challenge. I solved it by building demo projects that looked like real client work, writing about my process, and being genuinely helpful in developer communities. Referrals now account for most of my work.
The best advice I can give to anyone starting out: specialise early, charge what you're worth, and always deliver more than you promise. Your reputation is your most valuable asset, and in London's tight-knit business community, word travels fast.