There’s no limitation to creativity aside from the limits we place on ourselves. That’s why leveling up from freelancing to a one-person creative agency may be the best — and most profitable — decision you could ever make.
But what exactly is an ‘agency of one’ and how is it any different than freelancing?
That’s what we’re going to explore in this article. Along with the steps you can take to successfully transition from freelancing into a one-person creative agency life.
What is a creative agency?
A creative agency is a business model that provides a range of creative services to its clients. These services include branding, SEO, graphic design, copywriting, social media, advertising, digital marketing, content creation, and much, much more.
Unlike other types of businesses that might offer a single service or product, a creative agency brings together multiple creative disciplines to offer comprehensive solutions tailored to each client’s needs and objectives.
The core of a creative agency’s value proposition lies in its ability to think strategically, harness creativity to solve problems, and create compelling, effective campaigns and assets that resonate with target audiences.
How is an agency of one different from freelancing?
The key difference between a creative agency and freelancing lies in the scope of services offered and the manner in which these services are provided.
Freelancers typically specialize in one or a few areas of expertise and work independently to provide services directly to clients.
In contrast, a creative agency, even a one-person agency, positions itself as a full-service solution, offering a comprehensive suite of services that cover a wide range of creative needs.
- Scope of Work: A freelancer might be hired to complete a specific task, such as designing a logo or writing a series of blog posts. A creative agency, on the other hand, provides holistic solutions that can include strategy, branding, managed content creation, and more, all designed to fit together cohesively.
- Strategic Approach: An agency often takes a more strategic approach to projects, considering the broader brand strategy, marketing goals, and how different creative assets work together to achieve a client’s objectives.
- Client Relationships: While freelancers may work with clients on a project-by-project basis, agencies tend to foster longer-term relationships, becoming a strategic partner rather than just a service provider.
- Pricing and Value Proposition: Agencies usually offer packages or retainers that reflect the comprehensive value they provide, which can be more profitable in the long run than the typically time-based billing of freelancers.
Here’s another way to look at the difference between freelancing and an agency of one:
A freelancer is like a solo musician, highly skilled with a single instrument, captivating audiences with beautiful, focused performances. This musician’s expertise lies in the depth of knowledge and mastery of that instrument, offering performances that resonate on a personal level with each listener.
In contrast, a one-person creative agency is like a one-man band, where the musician skillfully plays multiple instruments simultaneously, creating a fuller, more complex sound.
This broader range of capabilities allows for a more varied musical experience, appealing to a wider audience by offering a richer, more layered performance that simulates the depth of a full band.
If you’re about to make this transition, think of yourself as preparing to step onto a larger stage. Where you’re not just performing with expertise in a single area but orchestrating an entire show that showcases your true creative talents.
How to start a one-person creative agency
Every journey starts with a single step. However, knowing how big of a step and how far to extend determines whether or not we land on our feet or fall on our face.
So, start by asking yourself: Do you have what it takes to start a one-person creative agency?
When I decided to quit being a freelancer to pursue an agency of one, these were my reasons why:
If that resonates with you, I’ll walk you through every step I took to become a one-person agency.
Step 1. Define Your Agency’s Niche
Some people believe that a master of all is a master of none. But that’s just internet guru, course-selling bullshit.
A one-person agency is a combination of skill sets packaged into a tangible deliverable. In simple words, you do a lot of things to get a specific outcome: more views, more clicks, more buyers.
However, the key to starting a successful “one man band” comes down to refining your creative skills toward a specific industry and niche.
Here’s how to do that:
- Inventory your skills — List out all your creative skills and identify the ones you’re most passionate about AND THEN draw connections to market demand
- Evaluate your interests — Consider which types of projects, people, and industries that energize and interest you
- Research market demand — Look for industries and services with a high demand and those with a low supply of specialized skills
- Conduct competition analysis — Assess who are your top- and mid-level competitors to see what you’re up against and share your Unique Selling Point (USP)
- Define your ideal client — Create a detailed profile of the perfect person to work with, their industry, size, budget, and typical challenges
- Identify client needs & pain points — take note of all potential problems in your ideal client’s world and know how you can solve them (you’ll need this for marketing and selling your new agency of one services)
- Establish your pricing — Consider how specializing might allow you to charge premium rates for your expertise with a few lower intro offers as bait as a teaser for your higher paying services
- Collect feedback quickly — Consider collecting feedback from potential clients, use this as networking but also as a way to refine your focus and obtain real-world data on client needs, pains, and interests
- Offer pilot projects — Consider taking on a few projects within your niche to validate your business concept, build a portfolio and to adjust as needed
There’s a lot to unpack here. Because defining your agency’s niche is not just about narrowing your focus but finding ways to amplify your impact.
If you’re feeling stuck and want some guidance putting things into perspective, book a 1-on-1 consultation.
I’ll record this call with you to create a detailed summary of our conversation with a few notes and ideas to ensure you’re on the right track.
Be sure to pick “Becoming an agency of one” in the registration form.
Step 2. Develop a Business Plan
A business plan is simply a rough outline of who you are, what you do and for who, and why you do it.
This is something I never did as a freelancer but decided to invest time to do so for my one-person creative agency. Why? It laid the foundation for my business, guides my decisions, and helps me to preserve my time on revenue-generating activities.
So what does an agency of one business plan look like? Take a look:
Executive Summary
- Mission Statement: Define the purpose of your agency and what makes it unique.
- Objectives: Set clear, achievable goals for the short and long term.
- Basic Information: Include your business name, location, and the legal structure.
Market Analysis
- Industry Overview: Provide an analysis of the creative industry and identify current trends.
- Target Market: Describe your ideal clients, including demographic and psychographic details.
- Competitive Analysis: Analyze your competition, focusing on their strengths and weaknesses and how you’ll differentiate your agency.
Services Offered
- Service Descriptions: Detail the creative services you plan to offer and how they meet the needs of your target market.
- Pricing Strategy: Outline your pricing model, including how you’ll position yourself in the market (premium, mid-range, etc.).
Marketing and Sales Strategy
- Marketing Plan: Develop a plan for how you’ll attract and retain clients, including branding, online presence, and promotional strategies.
- Sales Process: Describe the process you’ll use to convert prospects into clients, including your sales funnel and customer journey.
Operations Plan
- Operational Workflow: Detail your process for delivering services, from client onboarding to project completion.
- Tools and Technology: List the tools and software you’ll use to manage projects, finances, and communication.
Financial Plan
- Startup Costs: Outline the initial investment needed to launch your agency, including equipment, branding, and website development.
- Revenue Projections: Provide an estimate of your earnings, factoring in your pricing strategy and capacity.
- Cash Flow Management: Describe how you’ll manage expenses and income to maintain healthy cash flow.
Growth Strategy
- Scaling Your Business: Discuss how you plan to grow your agency over time, such as by expanding services, targeting new markets, or outsourcing tasks.
Risk Management
- Potential Challenges: Identify possible risks your business might face and how you plan to mitigate them.
Remember, a business plan not only helps you think through all aspects of your business but also serves as a living document that you can refer back to and update as your agency evolves.
Use your business plan as a roadmap, helping you navigate the challenges of running your agency and steering you towards success.
Step 3. Build Your Creative Agency Website:
Every business needs a website. I know that sounds biased, because my “agency of one” is dedicated to website design. But, hear me out…
When people start learning about their brand, they’re going to do some research before making the decision to buy or invest.
That means, they’re going to put your name (or your brand’s name) into Google to see what comes up. And, you want your name (and your brand’s name) to come up!
Your website is your digital storefront and portfolio. It should showcase your services, highlight past projects, and clearly communicate your unique value proposition.
You’ll want to make sure it’s professional, user-friendly, and optimized for search engines to attract your target clients.
Define Your Website Goals
- Purpose Identification: Determine what you want your website to achieve (e.g., attract new clients, showcase your portfolio, generate leads).
- Target Audience: Clearly define who your website is for and what needs it should meet for potential clients.
Plan Your Website Structure
- Site Map Development: Outline the structure of your website, including essential pages such as Home, About, Services, Portfolio, Blog, and Contact.
- User Experience (UX) Design: Plan for a user-friendly layout that makes navigation intuitive and encourages visitors to explore your services and portfolio.
Design Your Website
- Brand Consistency: Ensure your website reflects your brand’s visual identity (colors, logo, typography) to enhance brand recognition.
- Responsive Design: Design your site to be mobile-friendly, ensuring it looks great and functions well on all devices.
- Visual Elements: Use high-quality images and videos that showcase your best work and communicate the quality of your services.
Develop Content
- Compelling Copy: Write clear, engaging content for each page, focusing on how your services can solve your clients’ problems.
- SEO Optimization: Include relevant keywords throughout your website content to improve your search engine ranking and visibility.
- Calls to Action (CTAs): Incorporate clear CTAs on each page to guide visitors towards taking action, such as contacting you or viewing your portfolio.
Build and Test Your Website
- Platform Selection: Choose a website builder or content management system (CMS) that meets your needs in terms of design flexibility, ease of use, and scalability.
- Functionality Testing: Before launch, test your website on various devices and browsers to ensure everything works as intended and the user experience is seamless.
- Load Time Optimization: Optimize image sizes and review your hosting plan to ensure your site loads quickly, as slow load times can deter potential clients.
Launch and Promote Your Website
- Launch Plan: Decide on a launch date and consider creating a launch campaign to generate interest (e.g., countdown on social media, launch day promotion).
- Analytics Setup: Implement tools like Fathom Analytics (use that link for a $10 discount!) to track your website’s performance and gather insights on visitor behavior.
- Ongoing Marketing: Use your website URL in your email signature, business cards, and all marketing materials. Regularly update your blog and portfolio to keep content fresh and improve SEO over time.
If you want to take a DIY website approach, I recommend going with WordPress using either Genesis Themes or Betheme.
Step 4. Create a Portfolio:
Don’t skip this step, because potential clients will scrutinize it closely before deciding to work with you.
Your portfolio should be curated to appeal to the type of clients you want to attract. It should also showcase your skills, style, and the range of services you offer.
Here’s a detailed outline on how to create an impactful portfolio that stands out:
Curate Your Best Work
- Select Projects: Choose projects that best represent your skills and the type of work you want to attract. Aim for quality over quantity.
- Diversity: Include a variety of work that showcases your range but stays true to your niche to demonstrate versatility within your specialty.
Showcase Each Project
- Context: For each project, provide a brief background to set the context. Include the client’s objectives and how your work met their needs.
- Process: Highlight your creative process. Showcasing initial concepts, revisions, and final outcomes can illustrate your problem-solving skills.
- Results: Whenever possible, include results or feedback to show the impact of your work. This could be in the form of client testimonials, before-and-after scenarios, or measurable outcomes.
Tell Your Story
- About Me Section: Use this space to share your journey, your approach to work, and what sets you apart from others. This personal touch can make your portfolio more relatable.
- Contact Information: Make it easy for clients to reach you. Include your contact details or a contact form, along with links to your social media profiles.
Update Regularly
- Fresh Content: Regularly update your portfolio with new projects to keep it current and demonstrate your ongoing commitment to your craft.
- Reflect Growth: As you evolve and take on new types of projects, make sure your portfolio reflects this growth and the expanding range of services you offer.
Optimize for Discovery
- SEO: Use search engine optimization techniques to ensure your portfolio ranks well in search results. This includes using the right keywords, meta descriptions, and image tags.
- Social Sharing: Enable easy sharing of your portfolio pieces on social media to increase visibility and attract potential clients through different channels.
By carefully curating and presenting your work, you can turn your portfolio into a powerful tool for attracting your ideal clients.
Step 5. Agency of One Processes
Defining your processes, especially as an agency of one, is crucial for building and growing a profitable business.
From well-defined processes to ensure that projects run smoothly to capturing feedback for the next portfolio piece, here’s how to set up your business processes effectively:
Client Onboarding
- Inquiry Response: Create a template for responding to new client inquiries that includes an overview of your services, process, and next steps.
- Consultation: Develop a structured approach for initial consultations, possibly including a questionnaire to gather key project details and client expectations.
- Proposal and Agreement: Use templates for proposals and contracts that can be customized for each client. Ensure these documents clearly outline project scope, timelines, deliverables, and payment terms.
Project Management
- Project Planning: Implement a project management tool (like Trello, Asana, or Monday.com) to organize tasks, deadlines, and communication with clients.
- Communication Plan: Establish regular check-ins or updates with clients to keep them informed of progress and any issues that arise.
- Feedback Loops: Set up a process for collecting and implementing client feedback at various stages of the project.
Financial Management
- Invoicing and Payments: Choose accounting software (such as QuickBooks, FreshBooks, or Xero) to manage invoicing, expenses, and payments efficiently.
- Pricing Strategy: Develop a clear pricing strategy that covers different types of projects and includes guidelines for quoting custom work.
- Financial Tracking: Regularly monitor your income and expenses to understand your financial health and plan for taxes.
Time Management
- Time Tracking: Use time tracking tools to monitor how much time is spent on each project. This can help with pricing future projects and managing workload.
- Scheduling: Allocate specific times for creative work, administrative tasks, and client meetings to ensure a balanced and productive workday.
Quality Control
- Checklists and Standards: Create checklists for each type of project to ensure all steps are followed and quality standards are met.
- Review and Refinement: Build in time for a final review of all deliverables to catch any issues before presenting to the client.
Continuous Improvement
- Client Feedback: After project completion, seek client feedback to identify areas for improvement.
- Process Updates: Regularly review and refine your business processes based on experience, feedback, and changes in your business or the industry.
Setting up and maintaining efficient business processes is pretty damn hard at first. However it pays off by creating a smoother, more professional client experience and freeing up your time to do what you do best: create.
As your one-person agency grows, these processes will become the backbone of your business, enabling you to scale your operations and take on more ambitious, higher-paying projects.
Step 6. Market Your Services
This is the number one most neglected part of freelancers and what sets apart the winners from the lowers: marketing.
I’ve also struggled with this and often used a spray and pray method which results in nothing.
No leads.
No phone calls.
No clients.
No money.
However, with the right strategies, you can build a strong brand presence, showcase your expertise, and reach your target audience.
Here’s a some ideas to help you with marketing your creative agency of one:
Develop a Strategic Online Presence
- Optimized Website: Ensure your website is user-friendly, showcases your portfolio effectively, and is optimized for search engines to increase visibility.
- Content Marketing: Start a blog or create resources relevant to your niche. Share your expertise, tips, and insights to attract traffic and establish authority in your field.
- Social Media: Choose social media platforms where your target clients are active. Regularly post engaging content, interact with followers, and showcase your work and behind-the-scenes processes.
Utilize Email Marketing
- Newsletter: Create an email newsletter to share updates, industry insights, and special offers with subscribers. This helps keep your agency top-of-mind for potential clients.
- Lead Magnets: Offer free resources or tools in exchange for email addresses to build your mailing list and generate leads.
Network and Collaborate
- Industry Events: Attend conferences, workshops, and networking events to meet potential clients and collaborators in person.
- Online Communities: Participate in online forums and groups related to your niche. Answer questions, offer advice, and share your expertise.
- Collaborations: Partner with other businesses or freelancers on projects. This can expand your reach and bring in referrals.
Leverage Client Testimonials and Case Studies
- Testimonials: Gather and showcase positive feedback from past clients on your website and marketing materials.
- Case Studies: Create detailed case studies of successful projects, highlighting your process, the challenges you overcame, and the results you achieved. This demonstrates your capability and the value you bring to projects.
Implement Paid Advertising (Optional)
- Online Ads: Consider using paid advertising on Google, social media, or industry-specific sites to reach a broader audience. Start with a small budget and target your ads carefully to ensure ROI.
- Local Advertising: For businesses targeting local clients, local print or online ads can be effective.
Offer Workshops or Webinars
- Educational Content: Share your knowledge through workshops or webinars. This can position you as an expert in your field and attract clients interested in your services.
Remember, the goal is to not just reach a wide audience but to connect meaningfully with potential clients who value what you offer.
That means don’t rely on automation and buying random lists to blast a message.
Take the time to handcraft introductions to local business and brands that may need your services.
If they don’t, use it as an opportunity to build a relationship and don’t be afraid to ask for a referral from anyone they know.
The key to success is keeping your agency of one at the top of people’s mind for when they need it or know someone who does.
Step 7. Focus on Building Relationships
While an agency of one is often “doing it all alone,” a successful business depends on our network, community, and relationships.
That means the last step and this step are mutually exclusive. Because every marketing activity is just an opportunity to build new relationships.
Here’s a few ways to focus on building these important relationships:
Deliver Exceptional Client Service
- Understand Their Needs: Take the time to really understand your clients’ goals and challenges. This shows that you value their business and are committed to their success.
- Communicate Clearly and Regularly: Keep clients informed throughout the project lifecycle. Good communication helps manage expectations and builds trust.
- Exceed Expectations: Whenever possible, go above and beyond what’s expected. Delivering exceptional work on time, or even ahead of schedule, can turn a satisfied client into a loyal one.
Foster Long-Term Client Relationships
- Follow-Up: After completing a project, follow up to ensure the client is satisfied and to discuss any future needs. This keeps the lines of communication open.
- Stay in Touch: Regularly check in with past clients, even when you’re not working on a project for them. Share relevant articles, industry news, or just a quick message to keep in touch.
- Offer Exclusive Deals: Consider offering special rates or packages to long-term clients as a way to show appreciation for their business.
Network Within Your Industry
- Attend Industry Events: Participate in conferences, seminars, and networking events related to your field or niche. These can be great opportunities to meet potential clients and collaborators.
- Join Professional Associations: Being part of professional groups can provide valuable networking opportunities and resources for growing your business.
- Engage on Social Media: Actively participate in industry-related discussions on platforms like LinkedIn, Twitter, or niche forums. Share your insights and connect with peers and potential clients.
Collaborate with Peers
- Seek Collaboration Opportunities: Working with other freelancers or agencies on projects can open up new opportunities and help you reach new clients.
- Referral Partnerships: Establish referral agreements with complementary businesses or freelancers. This can be a great way to receive and give referrals, benefiting all parties involved.
Build a Community
- Start a Group: Consider creating a group or forum for your clients and peers to share ideas, challenges, and solutions. This can help establish you as a leader in your community and foster a sense of belonging among members.
- Volunteer Your Skills: Offering your services to non-profits or community organizations can help you build relationships while giving back.
Focusing on building and maintaining relationships is about more than just networking; it’s about creating a community around your business that supports its growth and sustainability.
By investing time and effort into nurturing these connections, you lay the foundation for a resilient, thriving creative agency that’s supported by a loyal network of clients and collaborators.
Are you ready to be an agency of one?
Starting a one-person agency isn’t easy, but it’s also not impossible.
You’re going to make mistakes and that’s part of the learning process. The key to your success will be how quickly you can learn, pivot, and improve.
And this applies to everything: your website, your services, your networking, your marketing, your sales pitch. Everything!
If you want to chat about your agency of one’s business goals and get some guidance, feel free to book a 1-on-1 consultation.
Also, let me know which parts of this article to expand on in the comments. I’ve got 8+ years of freelance copywriting experience and want to share my journey into becoming an agency of one.
Thanks reading! See you in the next one…
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