Making Waves: How Freelance Editors Can Build a Sustainable Client Base in a Competitive Landscape

By Molly McCowan

Whether you’re just dipping your toes into the freelance editing pool or you’ve been swimming in it for years, you know our industry is in constant flux. Advances in technology have made it easier than ever for people to offer their editing services, broadening the field and creating a range of options for clients. Add to this the proliferation of freelance marketplaces like Reedsy and Fiverr, and it’s clear that clients have an abundance of choices. 

But don’t worry—there’s plenty of work to go around. In fact, I believe there’s more work than ever. The key? Knowing how to navigate these dynamic and ever-changing waters to secure projects and build a solid client base. Let’s dive in.

The myth of visibility: Prioritizing quality over quantity

Contrary to popular belief, it’s possible to have a booming editorial business without online visibility. For example, you can apply to work with publishers or companies and be set up for years of steady projects—if you pass the tests and they like your work. However, achieving this is easier said than done these days. Most managing editors will want to vet you somehow, whether that’s by checking out your website, searching your name on Google, or visiting your LinkedIn profile.

Even if you’d like to work with independent authors or other clients, the idea that you need to be everywhere to succeed in freelance editing is a myth. In reality, visibility is about being in the right places at the right times and doing it in a way that feels authentic to you. 

So, unlike most business coaches out there, I’m here to assure you that you don’t have to be on every social media platform to succeed (in fact, that’s usually a huge waste of time and energy). And you definitely don’t have to churn out content like a machine.

Instead, focus on what actually gets results. Identify where your potential clients are spending their time, and make your presence felt there, but do it in a way that aligns with your values and comfort level. Whether that means engaging in a few online forums that cater to your niche or attending industry events that genuinely interest you, the key is targeted visibility. 

Test out new strategies, then stick with the ones that work. Instead of diluted activity on every platform or at every conference, home in on a few places to make a name for yourself. 

Example 1: If you’re a children’s book editor, perhaps your time is best spent attending children’s book fairs and engaging in online communities focused on children’s literature. Find active in-person and online communities where authors vastly outnumber editors and build relationships.

Example 2: Let’s say you’re a proofreader who works with Silicon Valley tech startups. You notice that people in the startup world all tend to know each other. So, you decide to focus on asking clients to introduce you to other startups, while also attending regular industry events where you can meet more people who may be interested in hiring you. (No social media involved!)

The power of specialization: Why focusing on a niche can be a game changer

While it’s perfectly fine to be a generalist, specializing in one genre or niche can be revolutionary for your business, especially if you’re brand-new and stumped about how to establish a steady stream of projects. It’s also one of the best ways to stand out from the crowd and highlight your unique value.

Despite common misconceptions, narrowing your focus does not limit your opportunities. Instead, it makes you more attractive to clients who are actively seeking you out and willing to pay more for your expertise. Trust me, you’ll still get inquiries for other types of projects. I’ve only worked with non-fiction for years now, but I still get regular inquiries from fiction authors. 

Also, specializing isn’t a life sentence; you can pivot later, and many editors do. But if you’re looking for more work now, a focused approach will make it way easier for you to brainstorm how to find clients, be visible, and establish a targeted approach for lead generation.

Example: You’re a technical editor with a background in engineering. You started your business planning to edit any kind of technical document, but you’re having trouble finding work. So, you decide to specialize in working with engineers. Suddenly, it’s easier for you to figure out where to find these clients: the ideas pop into your head easily, and you don’t feel directionless and stuck. You change the messaging on your website and other online profiles, and pretty soon, clients are also finding you. Why? Because they’re searching for terms like “editor for engineering book” and “engineering specialist editor” versus “technical editor.” A win-win. 

Leverage your online profiles: Make them client-focused

Your online profiles serve as your virtual storefronts. Whether in an editorial association’s member directory or on LinkedIn, they’re often the first places potential clients will look to assess your skills and credibility. 

Instead of listing out all the items that would normally be on a resume (your education, skills, previous jobs, etc.), write your profile like you’re speaking directly to your ideal client, while highlighting your unique value and how you can help them.

Who is the person sitting on the other side of the screen? Your profiles should focus on exactly what you can offer them. What problems can you solve? What worry can you relieve? What value can you add?

Example: You’re a book coach who works with first-time authors writing memoirs. You know that many first-time writers are nervous about the book-writing process. They crave encouragement, honest feedback, and a trusted expert to help them through the experience without stripping their writing of its unique voice. Your profile could say, “I’m your partner, mentor, and confidante throughout your writing journey. Together, we’ll shape your story into a compelling narrative that resonates with readers, while staying true to your voice.” 

Partner for success: Seeking out complementary professionals

While networking and client referrals are tried-and-true methods for lead generation, they aren’t the only avenues available. One often-overlooked strategy is forming partnerships with professionals in related fields. This approach not only broadens your network but also creates mutually beneficial referral relationships, offering a more comprehensive service package to clients.

Example 1: Imagine you’re a copyeditor who specializes in self-publishing. Partnering with a proofreader, a formatter, and a book cover designer can create a one-stop shop for authors looking to self-publish. This not only makes you more attractive to potential clients but also allows you to offer a fuller, more complete service, enhancing your value.

Example 2: You’re a developmental editor who often needs to refer clients out for copyediting (a service you don’t offer). You comb your network to find a talented copyeditor who’s interested in creating a referral relationship. Then, they send you developmental editing clients, and you send them copyediting clients, providing each other with projects and getting work in return. 

The power of the follow-up: A lead generation goldmine

While follow-ups are often seen as a courtesy, they can be a potent tool for lead generation when done strategically. A well-timed follow-up email can serve multiple purposes: It can keep you on a client’s radar, offer additional value, and open the door for new opportunities.

Don’t hesitate to ask your client if they know anyone else who might benefit from your services. Referrals are one of the most effective forms of lead generation, and a satisfied client is often more than happy to spread the word. 

Example: After completing a project, send a follow-up email thanking the client for their business. But don’t stop there. Mention that you’d love to hear about any upcoming projects they have, and offer a special deal if they book your services within a specific timeframe. Also, ask them if they know anyone who might be interested in your services. If it feels awkward to ask via email, incorporate this into the standard feedback form you send after every project.

Creating a sustainable client base in the ever-evolving world of freelance editing may seem like a daunting task, but it’s far from impossible. By implementing some of the strategies above, you’ll not only survive but you’ll also thrive. The world needs your editorial genius. So, go out there and make waves!


Molly McCowan. Image provided by Molly.

About Molly

As a sought-after developmental editor, Inkbot Editing founder Molly McCowan has worked with New York Times best-selling authors and Big Five publishers for more than 15 years. Nowadays, she’s laser-focused on her passion: empowering editorial entrepreneurs to build badass businesses. In addition to the classes available through her website, she speaks regularly at national conferences and teaches for the Great Courses, the Editorial Freelancers Association, ACES: The Society for Editing, and the Professional Editors Network. Learn how to find your ideal rates, escape the hustle, and (re)build a business that energizes you in Molly’s free course for editors at inkbotediting.com/editors-free-course.


Copy edited by Kirnjeet Singh-Budhdeo

Kirnjeet is a freelance editor and proofreader. She has spent most of her working life in the Ontario healthcare system, most recently in a hospital’s project management office. Editing has always been her passion, so she launched Check-mate Editing (https://www.checkmateediting.ca/) after the birth of her daughter and has successfully turned her passion for editing into a career. She has worked on a variety of projects such as websites, workplace documents, presentations, and lately, podcast transcripts and a fantasy novel. 

She currently lives in BC with her husband and daughter. When she’s not editing, she enjoys playing the flute and watching Star Trek and MASH.