Being Freelance

Laura Whitehouse didn’t follow the usual path into graphic design.

While studying archaeology and anthropology (told you) at university, she started designing posters for student theatre shows. At first for free, then for £20 here and there (or sometimes just a pint). What began as a creative outlet quickly became the foundation of a freelance career.

Thanks to word of mouth clients and the help of various mentors, she built skills and confidence. 

Until five years on, one of those mentors simply told her: "Just do it".

So she did. She quit. And start freelancing full time

In this episode Laura talks about:

Building a business through word-of-mouth referrals

Gradually increasing her rates after nudges from other freelancers

Showing only certain types of work online to shape perception

Running her one-woman studio Mighty Fine

Why she prefers working with freelancers rather than building an agency

The reality of managing 45 projects at once

Being completely unapologetic about chasing unpaid invoices

Why the financial side of freelancing can be the most stressful part

And the strange phenomenon of people wanting to “just grab a coffee” to pitch startup ideas

Laura also talks about working in film and TV graphics, co-hosting the podcast Opening Credits, and how reading fantasy novels recently helped her switch off from work in the evenings.

It’s a fun and honest conversation about building a freelance business your own way, without necessarily following the usual advice about niches, marketing strategies, or growth.

Sounds like a mighty fine idea.

JOIN THE COMMUNITY
You're not alone being freelance.
Come and hang out with your BFFs (Being Freelance Friends).
beingfreelance.com/community

NEW TO FREELANCING? THERE'S A COURSE FOR YOU!
The Being Freelance course is made for you!
Take the course and you'll also get 6 months FREE community membership.

FREELANCER MERCH
Get Being Freelance merchandise at beingfreelance.com/shop
Like VIDEO? - Check out the Being Freelance on:
Instagram - Instagram.com/beingfreelance
YouTube - YouTube.com/SteveFolland

In this short compilation episode, Steve revisits conversations from across 11 years of the Being Freelance podcast archive to explore what actually happens when freelancers specialise in a niche. Full of stories of how these freelance creatives found their niche and the impact it had.

You’ll hear:

THE IMPACT OF NICHING

How specialising can make marketing simpler and sales conversations easier

Why expertise can lead to higher-value opportunities

HOW TO FIND YOUR NICHE

How to choose a niche based on experience, enjoyment or values

Why your niche doesn’t have to be permanent

Featuring insights and stories from James Barnard, Liz Painter, Katie Chappell, Ayo Abbas, Louise Shanahan, Eman Ismail, Estelle Hakner, Ebonie Allard, Hannah Dossary and Stephen Adams.

Whether you’re just starting out or rethinking your positioning years into freelancing, this episode might help you scratch that niche itch.

FULL EPISODES for each guest
James Barnard
Liz Painter
Katie Chappell
Ayo Abbas
Louise Shanahan
Eman Ismail
Estelle Hanker
Ebonie Allard
Hannah Dossary
Stephen Adams
Paul Jarvis Q&A

Hosted by freelance podcast editor and video podcast editor Steve Folland.

JOIN THE COMMUNITY
You're not alone being freelance.
Come and hang out with your BFFs (Being Freelance Friends).
beingfreelance.com/community

NEW TO FREELANCING? THERE'S A COURSE FOR YOU!
The Being Freelance course is made for you!
Take the course and you'll also get 6 months FREE community membership.

FREELANCER MERCH
Get Being Freelance merchandise at beingfreelance.com/shop
Like VIDEO? - Check out the Being Freelance on:
Instagram - Instagram.com/beingfreelance
YouTube - YouTube.com/SteveFolland

For years, Mark Grainger’s freelance business ticked along nicely.

Referrals. Word of mouth. Repeat clients.

And then… things went quiet.

In this episode, we explore what happens when the reliable stream of freelance work slows down. And what it really takes to respond proactively rather than panic.

Durham-based freelance brand copywriter Mark shares how he:

- Repositioned himself from a company name back to his personal brand

- Niched by service rather than industry

- Started experimenting with LinkedIn outreach

- Refocused on building more durable business foundations

- Leaned into community rather than retreating

Mark is refreshingly honest about the uncomfortable parts of freelancing, especially business development.

“I have a business, but I’m not a businessman.”

We also talk about lifestyle businesses, pricing flexibility, work-life balance, and why it’s vital to acknowledge the harder seasons of self-employment rather than pretending everything’s fine.

If freelancing has felt quieter lately…

If you’ve relied on referrals and now need a Plan B…

Or if you’ve ever felt uncomfortable selling yourself…

This conversation will reassure you - and might just nudge you to get proactive too.

Go say Hi to Mark on LinkedIn!

 

JOIN THE COMMUNITY
You're not alone being freelance.
Come and hang out with your BFFs (Being Freelance Friends).
beingfreelance.com/community

NEW TO FREELANCING? THERE'S A COURSE FOR YOU!
The Being Freelance course is made for you!
Take the course and you'll also get 6 months FREE community membership.

FREELANCER MERCH
Get Being Freelance merchandise at beingfreelance.com/shop
Like VIDEO? - Check out the Being Freelance on:
Instagram - Instagram.com/beingfreelance
YouTube - YouTube.com/SteveFolland

This is the first time I've done this as an episode.
A quick behind the scenes of what I'm up to with my own freelancer business - as a freelance video and podcast editor. 
If you'd like to go even more behind the scenes, check out my freelancing life vlog on YouTube.
If I'm going to pay for an advert for my services, there's something I need to do first...
And you can do this too.
It's not about a major overhaul of your website. 
Instead sit with a fresh cuppa and fresh eyes and see as if you're someone discovering you for the first time.
If someone clicks through on LInkedIn to your profile, what will they find?
Mine is linkedin.com/in/stevefolland

Likewise to your website.
Mine is stevefolland.com
Look at your LinkedIn profile. 
Is it up to date for the work you're doing today? Do the links they click out function properly?
Look at your website. 
Are the services you want to be known for the most obvious? 
Does your contact form work? 
Is your blog active or making it look like you've gone out of business?
If you're going to shout about yourself so that people pay attention, make sure what they find is true to you today.

JOIN THE COMMUNITY
You're not alone being freelance.
Come and hang out with your BFFs (Being Freelance Friends).
beingfreelance.com/community

NEW TO FREELANCING? THERE'S A COURSE FOR YOU!
The Being Freelance course is made for you!
Take the course and you'll also get 6 months FREE community membership.

FREELANCER MERCH
Get Being Freelance merchandise at beingfreelance.com/shop
Like VIDEO? - Check out the Being Freelance on:
Instagram - Instagram.com/beingfreelance
YouTube - YouTube.com/SteveFolland

Laura has been a professional graphic designer for over 20 years, but her freelance journey began in 2008 after the birth of her first child. With daycare in Manhattan costing more than rent, Laura started piecing together freelance work from home; juggling projects from a tiny dining table in a fourth-floor walk-up.
Freelancing wasn’t always smooth. But eventually, after settling in Massachusetts, it clicked.
After a particularly harsh freelance interview left her devastated, Laura made a decisive shift. She stopped calling herself Rizby Designs and became Rizbee Studio instead - a small but powerful change that reframed how clients perceived her work. And how she saw herself and her business.
Laura began positioning herself as a studio, using “we”, and gradually building a trusted team of contractors around her.
Over time, Laura discovered what she truly loved: designing brand systems, particularly for consumer packaged goods in the food and beauty industries. Finding her niche was the next big change.
Laura’s growth has been fuelled by intentional networking. From women-led business groups locally, to major industry expos across the US. Laura shares how she approaches events, follows up thoughtfully, and builds genuine relationships that often turn into work, even if it’s months later.
Laura also shares why she’s invested heavily in her business over the past few years: hiring a business coach (who’s helped her double revenue year-on-year), bringing on a social media manager, fractional CMO, director of operations, CFO, and freelance designers - all while remaining the creative heart of the studio.
Beyond client work, Laura has created something rare: a true client community. Including hosting a client appreciation dinner (first time we’ve heard that on the podcast!). She explains how fostering connection between clients has become a defining part of her business.
It feels amazing the difference defining herself as a ‘studio’ instead of a freelancer has made.

JOIN THE COMMUNITY
You're not alone being freelance.
Come and hang out with your BFFs (Being Freelance Friends).
beingfreelance.com/community

NEW TO FREELANCING? THERE'S A COURSE FOR YOU!
The Being Freelance course is made for you!
Take the course and you'll also get 6 months FREE community membership.

FREELANCER MERCH
Get Being Freelance merchandise at beingfreelance.com/shop
Like VIDEO? - Check out the Being Freelance on:
Instagram - Instagram.com/beingfreelance
YouTube - YouTube.com/SteveFolland