I took my first freelance web design gig over 15 years ago. The client was a popular rock band that I personally idolized throughout my young adult existence. I had zero experience creating a website but gladly accepted the challenge nonetheless. This set into motion a life of virtually non-stop freelance work ranging from graphics to writing to desktop publishing. It wasn’t long before I began to see the unbalanced nature of self-employment.
What is Freelance Work?
Before moving on with this rant, I should clarify my use of the term freelance. I consider any project commissioned by an individual or business that isn’t sourced to a large agency a freelance gig. The line between people working from home and massive marketing companies is well-defined. Clients such as Pfizer and Target will almost always hire an established agency for advertising work and development – leaving smaller, local businesses for the taking in the freelance arena.
The Problem
When a Fortune 500 company selects a firm for their latest campaign, budget is hardly a factor. For the café around the corner, however, every penny counts. Small business owners don’t often claim to know much about building a website, designing a logo or creating in-store signage materials, which is great for us. The issue at hand arises when they fail realize the importance of these branded tasks. For them, it’s about dollars and cents. Anyone who watches TV after midnight or rides public transportation is bombarded with ads demanding you “claim your FREE website now!” On top of that, there is an endless sea of shady people on Craigslist offering a full suite of services for less than a cup of coffee. I’m not one for biting the hand that feeds me but micro-job sites like Fiverr and PeoplePerHour contribute to the problem as well. It’s without a shred of reservation, I confidently pronounce these options sub-par at best. As professionals in the industry who have worked endless hours to hone our skillset, we realize there’s no way those gimmicks could possibly produce a quality deliverable. Unfortunately, it doesn’t stop their gravitational pull with budget-minded business owners.
Client Fatigue
I’ve coined a phenomenon called “client fatigue” of which many businesses fall into before finally calling upon me. Shortly after utilizing their teenage nephew’s budding design services or capitalizing on an infomercial-level offer from A+SitesToday, the client is ultimately dissatisfied. Edits, updates and support become a constant struggle. The once highly-attractive, all-inclusive price tag has risen far beyond expectations. Not only are time, money and opportunity out the window, but this business owner is now soured on hiring freelance work. In my experience, they either give up entirely and let their marketing efforts grow cobwebs or enter their next agreement with an unhealthy degree of skepticism and frustration.
Making a Change
How can a respectable freelancer charge what they are worth if the market rate is so detrimentally compromised? It’s an unfair domino effect that I’ve fallen victim to throughout my career, often resulting in reducing my own rates significantly just to stay in the game. I have no issue with a saturated marketplace. In fact, it warms my heart to see Photoshop and WordPress skills become relatively commonplace. However, when a freelancer charges bargain bin prices, they bring down the rest of us with them. I implore you all to demand what you’re worth. Should we be paid like doctors? No, we’re not saving any lives here but there is serious, tangible value in our services. Given the opportunity, a stellar website or even an eye-catching sidewalk poster can (in theory) make or break a business. That’s a powerful thought. Instead of lowering our asking price to meet the late-night freebie mentality of potential clients, we should help shape a new way of thinking among small business operators. The adage “you get what you pay for” applies to virtually every aspect of goods and services. Why should hiring a freelance worker be the exception? When it comes to developing and promoting a brand, there is no such thing as a good deal, nor should there be.
If executed properly, marketing is an investment – not an expense. Business owners need a true partner to guide and support their products & services. Every freelancer should strive to be that resource for each of their clients every day. With proven, quality service that yields results comes adequate compensation.