Sizing up freelance roles

It’s estimated that there are around 4 million freelancers in the UK, a figure which has more than doubled in the last few years. With the cost of living continuing to rise and employers tightening their purse strings, many workers are turning to freelancing to boost their income. But, with so many choices out there, it can make it exceptionally challenging for freelancers to find work.

But, with a little planning, freelancing can be incredibly lucrative – you just need to know what opportunities are out there.

Check out our guide on how to set up a freelancer business in 2024 here.

Naturally, you’re going to want to freelance in an area you know best. But, that might not necessarily be what potential clients are looking for. To give yourself the best chance of success, you need to understand market competition so you can offer skills that are in high demand.

We’ve analysed listings on freelance job website Upwork to identify the most in-demand freelance skills. To determine this, we took the number of freelancers and divided it by the number of jobs to reveal the most competitive and least competitive roles. That way, you can use your skills to fill a gap in the freelance market and spend less time looking for work and more time making money.

The most competitive freelance roles

For the most competitive freelance roles, we’ve taken a look at the number of freelancers there are per listing. 

The most competitive freelance role, with 821 registered freelancers per job posted on Upwork, is marketing. However, this does include a wide range of skills, including SEO, social media marketing, email marketing, pay-per-click advertising and more. The more niche your services are, the less competition you’re going to have.

Similarly, content marketing is the second most competitive freelance role, with 500 freelancers per job. Content marketing has huge SEO value and blogs and social media content are always in demand.

Podcasts are also a popular form of content, so many freelancers offer their services in this area, with 214 freelancers per job posted. This is in part due to the equipment needed for podcasting now being more accessible and affordable than it has been in the past.

Following the marketing trend, digital marketing has 203 freelancers per job listing, thanks to it being the perfect choice for remote freelancers. Plus, many businesses have a need for freelance digital marketing jobs in some capacity.

Finally, the fifth highest competitive freelance role is AI art, with 202 freelancers per job. This is mostly due to the recent surge in AI generation and the affordability for both businesses and freelancers. It’s also an attractive role for moonlighters as it often doesn’t take a long time to produce.

The benefits of pursuing a competitive freelance role 

While it can be tricky to find clients in a competitive market, there are benefits too. 

There’s usually a reason there are a lot of freelancers in a certain industry, such as the amount of opportunities. While you may find yourself the unfortunate recipient of many rejections, there are generally plenty more jobs right around the corner. Wide and varied talent pools can also attract established and well-funded businesses, giving you the chance to work with prestigious companies.

The more freelancers there are, the greater the opportunity you have for networking. Building a network of contacts who are also freelancers can help get your name out there.

Success in a competitive role can build you a strong reputation. But, getting there may take time and effort initially.

The least competitive freelance roles 

Choosing to pursue one of the most in-demand freelance jobs can make it a little easier to begin your freelance career, especially if there’s less competition. For the least competitive freelance roles, we’ve taken a look at the number of job listings there are per freelancer available.

The least competitive freelance role is remote notary, with 578 jobs per freelancer posted to Upwork. Unlike many freelance roles, to become a remote notary you need specific qualifications and legal authorisation, which can vary depending on location. You must also comply with local laws and regulations, which means you may be limited to working with local clients.

The second least competitive role is pattern maker, with 157 jobs per freelancer. This is a highly specialised skill but can be lucrative if you have the experience.

Next up, with 123 jobs per freelancer is technical recruiting, which requires a deep understanding of specific roles and industries, and can be more challenging than non-specialised recruitment.

The fourth least competitive freelance role is data encoder. With many basic encoding tasks now possible using AI, many freelancers are reskilling – which means there are plenty of opportunities available for those who persist.

Rounding out the top five, with 33 jobs per freelancer, is executive assistant. This is a role that requires trust, understanding and confidentiality, and freelancers with a strong reputation and experience can have a lot of success.

The benefits of pursuing a less competitive freelance role

There are plenty of benefits to pursuing a freelance role in a less competitive market that makes it hugely desirable and potentially profitable for skilled freelancers.

Of course, the less competition you have, the more likely you are to secure work and spend less time looking for work. This ensures stability and you’re more likely to have consistent income. Speaking of income, with these specialist freelance skills in demand, you’re in a far better position to set your rates a little higher, as the lack of competition means clients are more likely to pay.

With less competition, you have a great opportunity to establish yourself in a niche area, and potentially turn your side hustle into your full-time career.

Tips for succeeding in competitive markets

Just because a market is particularly competitive, it doesn’t mean you can’t be successful. Clients are keen to hire skilled and dependable professionals, so if this is you then there’s plenty of money to be made. 

Here are eight tips for succeeding as a freelancer in competitive markets:

1. Continue to upskill and gain certifications to ensure you stand out from other freelancers

2. Focus on a specific skill or area of expertise rather than being a ‘jack of all trades’

3. Ensure you stay up to date with trends, tools and technologies to ensure you’re adaptable and have all the latest knowledge and insight

4. Build a strong portfolio to show off the experience you have in areas your ideal clients are looking for

5. Ensure your rates strike a balance between being competitive and knowing your worth

6. Build a network of client and peer relationships so you become a go-to professional

7. Invest in marketing and build your personal brand as a freelancer

8. Never over promise, which can be challenging if freelancing is your side hustle – remember to ensure you still have downtime

Aliyah Loughlan, freelance Digital PR consultant, shares her experience with freelancing, describes the ups and downs and shares how to succeed in a competitive market.

“Freelancing comes with its challenges just like any other role - it’s not all slow mornings, gym sessions whenever you want and a chilled lifestyle as many people like to think.

“In order to thrive in the digital PR industry as a freelancer you need to ensure you’re committed to building a strong portfolio that is results-driven and clearly shows the coverage, links and traffic you’ve helped drive to previous clients’ websites. Not only do you need to promote yourself in a professional but approachable way, you need to ensure you’re always putting yourself out there. 

“One thing about our industry is that it’s full of amazing freelancers. So, although there’s competition, it’s about supporting one another too - for example, if there’s a lead you aren’t suited to, pass it on to someone you think it would be perfect for. Being kind and supportive really does go a long way in this industry! 

“Another way to achieve success in this industry is to network. Our industry is full of lots of free and amazing conferences where you can network and find clients who may be looking for PR services. Not only are you potentially learning a thing or two from the lineup of speakers, but you’re broadening your list of potential clients.”

Tips for succeeding in less competitive markets

Even though it can be easier to find clients in a less competitive market, you still can’t expect to stumble into success without putting in the effort. Here are eight freelance tips for finding success as a freelancer in less competitive markets:

1. Make the most of your specialised skills and emphasise to clients what sets you apart

2. Network with niche professionals and build a support network you can use to share workloads and offer recommendations

3. Broaden your skill set so you don’t restrict yourself to a certain type of project to help avoid burnout

4. Don’t be tempted to deliver a substandard service just because there’s little competition as this can hurt your reputation

5. Be flexible and offer bespoke solutions to your clients needs to help them meet their goals

6. Keep up to date with industry trends and developments

7. Manage your time well and don’t overpromise, which can lead to an impact on your day job and affect your downtime

8. Build a portfolio filled with testimonials and case studies to prove to prospective clients that you’re the right person for the job

   
   

Conclusion

There’s a lot to think about before diving into the hectic world of freelance, especially if it’s not something you’ve dabbled in before. Even if you’re a leading expert in your field, during the early days it can still be tricky finding clients. The key is to sell yourself, be patient and understand that clients have their pick of the litter. It’s about making sure you find the right clients for you and you offer your services competitively.

Freelancers who work in less competitive markets don’t necessarily have it easy, but finding clients isn’t quite the same sort of slog. But, even freelancers in less competitive markets still need to have dedication and perseverance, as things still aren’t likely to be served up to you on a plate.

That being said, freelancing is the perfect way to boost your income by doing what you love and excel at. Not only can you earn money, you can grow your career and even turn freelancing into your full-time job.

Sound like something you want to do? If you're ready to start your freelance business, check your business name is available and SUAZ will help you set up the rest.