The Truth About Freelance Platforms (And How to Actually Make Them Work for You)
Stop avoiding Upwork & Fiverr (do this instead)
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"Should I even bother with freelance platforms?"
If you're a freelance marketer, you've probably asked yourself this question. With all the horror stories about race-to-the-bottom pricing and endless competition, it's tempting to write off platforms like Upwork and Fiverr completely.
But here's what most people don't realize: Some of the highest-paid freelancers I know still use these platforms to find premium clients. Many make $10,000+ monthly from platform-sourced clients alone.
I’ve personally hired freelancers on Fiverr and Upwork consistently for years now, and I’m always surprised to see how few US-based senior freelancers there are for categories like Facebook and Google Ads. My guess is a lot of them get their clients via word of mouth and don’t even need these platforms anymore, but if you’re still building your network, there goes your opportunity to capitalize on those platforms!
But of course, you need to know how to use these platforms strategically.
I’ll show you how to do that in just a minute. But first, I want to be upfront about the pros & cons of these platforms.
The Truth About Freelance Platforms
Platforms like Upwork and Fiverr are essentially marketplaces. Just like any marketplace, you'll find both bargain hunters and premium buyers.
Your job isn't to compete with everyone – it's to position yourself to attract the right clients.
Here are the pros and cons you need to know:
The Pros
Built-in Payment Protection
Most platforms hold client payments in escrow before releasing them to you. This means no more chasing payments or dealing with clients who disappear – you're guaranteed to get paid for completed work.
Constant Flow of New Clients
New projects are posted every few minutes across these platforms. Instead of spending hours on cold outreach, you can simply browse through a list of pre-qualified clients actively looking to hire.
Easy Access to High-Level Clients
Major companies like regularly hire through these platforms. This gives you access to enterprise clients you might never reach through cold outreach – and they often pay premium rates.
Perfect for Beginners to Gain Experience
You can start landing clients without an extensive portfolio or years of experience. The platform's reputation system lets you build credibility quickly through reviews and completed projects, making it easier to land bigger clients later.
The Cons
Platform Fees (Usually 5-20%)
These fees can take a significant bite out of your earnings, especially when you're just starting. For example, on a $1,000 project, you might lose $200 to platform fees – though this typically reduces as you build longer relationships with clients.
High Competition for Projects
It's not uncommon to see 50+ proposals on a single job within hours of posting. Many freelancers simply copy-paste generic proposals, creating noise you'll need to cut through with thoughtful, personalized responses.
Need to Build Platform-Specific Reputation
Your impressive LinkedIn profile or portfolio website won't help much here. Each platform requires you to build your reputation from scratch through reviews and completed projects – which can take months of consistent effort.
Can Be Time-Consuming to Find Good Projects
You'll often need to wade through dozens of low-quality opportunities to find the gems. Many freelancers spend hours daily just searching and applying for projects, with no guarantee of landing the work.
Despite the cons, thousands of freelancers make six figures using clients found on these platforms alone.
If you decide to give these platforms a shot, the first decision you’ll have to make is which platforms to join.
Let's look at the four biggest platforms and what makes each one unique for freelance marketers:
The Only 4 Freelancing Platforms You Need To Know
The 4 biggest players are Upwork, Fiverr, Betterly.io and Freelancer.com
Upwork is like the LinkedIn of freelance platforms. It's where serious businesses go to find long-term marketing partners. While it's harder to get accepted as a new marketer now, once you're in, you can command premium rates. I regularly see marketing freelancers landing $2,000-5,000 monthly retainers here.
Fiverr works differently – instead of applying for jobs, you create specific marketing packages that clients can purchase. This makes it perfect for specialized services like writing sales emails or creating social media content. While you might start with lower-priced packages, many successful marketers use it to sell high-ticket marketing audits and strategy sessions.
Betterly is the elite club where projects often start at $5,000+. They only accept about 1% of applicants, but if you’re a true rockstar, it can connect you with funded startups and Fortune 500 companies. Full disclosure, I own this one :)
Freelancer.com is best for building your portfolio quickly. While rates tend to be lower, it's easier to get started here compared to other platforms.
Now, once you’ve picked the right platform for you, let’s talk about…
How to Actually Win on These Platforms
The 4 things you need to keep in mind are:
- Position yourself as a specialist, not a generalist. Instead of saying "I do digital marketing," specify something like "I help SaaS companies increase trial conversions through email marketing." Back this up with real results: "Generated 127% more trials through automated email sequences for 3 B2B software companies."
- Your proposals need to show you've done your homework. Most marketers fail because they talk about themselves instead of the client's problem. If a client needs help with Facebook ads, mention specific issues you've noticed in their current campaigns and outline your approach to fixing them.
- For pricing, compete on value, not cost. Research what others charge for similar services, then position yourself slightly above average. If most Facebook ad managers charge $1,000/month, start at $1,200 but offer a more comprehensive package including weekly reporting and strategy calls.
- Create templates for everything. Including project briefs, onboarding documents, reporting frameworks. This not only saves time but also makes you appear more professional. Set up systems to follow up with past clients and ask for reviews at the right time.
Your Action Step
Choose ONE platform that best matches your service and experience level. Spend 2 hours optimizing your profile using the guidelines above and submit 5 highly personalized proposals to relevant projects. Track your response rate and adjust accordingly.
You see, success on freelance platforms isn't about racing to the bottom or competing with hundreds of other marketers. The real winners are those who take the time to position themselves strategically, showcase their expertise, and focus on delivering exceptional value.
I've seen too many talented marketers give up on platforms too soon, missing out on what could be a consistent source of high-paying clients.
So start with the action steps I've outlined above. Focus on one platform, perfect your approach, and give it at least 30 days of consistent effort. The clients – and income – will follow.
