Interview With An Experienced Freelancer

Recently, we sat down with John Muijen, a Web designer who went out on his own 5 years ago, and has been successful ever since. How does he do it? What are his secrets of success? He reveals all...

Firstly, John, can you tell us a bit about yourself? When did you begin freelancing? What made you decide to go out on your own?

A bit about myself: I’m 32 years old, I work and live in Amsterdam, The Netherlands with my girlfriend and daughter (14 months old). I have a background in the music industry and got infected by the Internet virus in early 1995. My first attempt to build a Website was in 1996. Although I don’t have the files anymore, I still remember what it looked like... And trust me, you don’t want to know!

I started building sites for other people in 1999. My first paid job was to build a site for a local menswear shop in Amsterdam. I still maintain that site and now I also host it. At the same time I left the music business and accepted a job as content manager for a start-up company. This company was one of the free ISPs that were really taking of at that time.

To keep things short; I worked for several start-ups after that one. None of them exist today, due to take overs or bankruptcy. You might say I experienced the Internet hype including stock options and other great benefits that were being thrown around at the time.

What kind of freelancing business do you run?

I do not really like the word “freelancing”. In my opinion it has a sort of unprofessional ring to it. Although I’m on my own, I like to present myself as a company and not as a freelancer. I mean, the only difference between a good freelancer and a big company is the number of people.

I try to run a full service Internet business. By that, I mean I can take care of all the aspects involved in getting a Website up and running -- from start to finish. I divide the services I deliver into 3 parts:

1. Webdesign: concept, design and building Websites.
   
2. Webdevelopment: programming and integration of internet apps like content management systems, mailing lists etc.
   
3. Webservices: domain registration, Web hosting, concept development, content management (maintenance).

What qualifications and skills do you have that help you succeed on a day-to-day basis? And how do you stay on top of all the technical developments and the evolution of the Internet and the industry while single-handedly running your own business?

Of course the creative and technical skills are important, but I find that other skills are even more important in keeping things on track, and attracting new clients.

What’s important, then? Skills like endurance, ambition and flexibility. But also the ability to easily establish new contacts and maintain relationships. A certain degree of assertiveness helps, too.

It’s impossible for one person to stay on top of everything. If a new technology is emerging, I try to see what the impact might be on my day-to-day business. Then, if the new technology really takes off, I scan the market for possible suppliers of that technology, and make notes – I might need their help in the future.

I try to stay on top of the technical development and evolution of the Internet by reading as much as I can and discussing new things will friends and colleagues. For example, I’m subscribed to a bunch of email newsletters. Some of them I read from the beginning to the end, while others I only scan for the headlines. I read articles on several Websites and I buy and read computer-related books a lot.

Clients, Marketing, and More

You have a great client list! Who would you say is your “typical client” at the moment? What kinds of sites have they asked you to develop?

My “typical client” is hard to define. Some clients approach me for a small job of, let’s say, designing only one template, and then return with another bigger assignment, such as designing a complete site.

The sites I’m currently developing are part of the clients’ marketing and communications strategies. This means that the Internet is only a small part of the whole plan, and is seen simply as a tool that can be used to achieve certain goals. I notice that these clients value my opinion and sometimes consider me a “consultant”.

How do you find new clients that are interested in your services? Through recruitment firms? Freelancing sites like eLance? Friends? Cold calling? And does most of it come from completely new clients, or companies you've worked for previously?

I find new clients by actively expanding my network, and by word of mouth. I spend a lot of time maintaining my relations with people, and working to expand my network.

Most work comes from companies I’ve worked for previously, or through word of mouth.

I also have a small group of friends and relations who I consider as a group of advisors. I value their opinions in their own individual fields of expertise. I talk to them on a regular basis and they often point me in a direction I haven’t thought of myself. Discussing your work and strategy with other trusted peoplre keeps you sharp, and forces you to think about the directions you follow.

I just don’t believe in sites like eLance. I am very much aware of the fact that there are lots and lots of very talented Web designers available who are willing to work for a fraction of what I charge. I’m taking the risk of sounding arrogant here, but if eLance is the way for you to make money than you will have to seriously think about your business as I don’t think you’re giving yourself the best chance of survival.

Do you freelance internationally at all?

No, I’m not active on the international market. In general I think if you deliver high quality work you should be paid accordingly. However, if you decide to work for free or almost for free than it’s your decision. Like I said before I’m pretty sure you won’t survive.

Has it been difficult landing big jobs as a one man shop? Have there been times when you haven’t won a job because the client wanted a bigger company to do the work? How do you reassure your clients that, though you’re not a big corporation, you can still meet their needs better than your competition?

It has been difficult to land big jobs because of the time it takes to get a client in. It is my experience that you need to have a lot of patience. Also, be very careful not to push the client too much. In my opinion, there’s a fine line between being helpful and reminding a client that you’re waiting for their reply, and being pushy. This is where your social skills come in handy.

I have developed a network of professionals in all kinds of disciplines (editors, graphic designers, programmers) ready to complete work for me as required. They all work -- and have worked -- for big names.

It’s my experience that, besides the fact that I don’t charge as much as the big agencies, my clients appreciate the personal contact and flexibility I can offer.

Have you found that the fluctuations in the Internet industry have impacted on your ability to find work? What’s the most successful marketing technique you’ve used to generate new business?

I think that there’s enough work to be done and enough new clients to win. It’s just not as crazy as it was a few years back when the big agencies were charging ridiculous amounts of money for their work, or telling you to call them back in about 3 months to see if they had the time to build your site. (This actually happened to me in 1999 when I called a big agency to find out if they would design our site..!)

I decided from the outset that, as I don’t expect to hire any employees, and I use a personal approach to acquire new clients, the best thing to do would be to work under my own name. As a result, I am my own brand. The consequence is that networking, going out there, and meeting new people is the most important marketing technique for me.