Many freelancers try outsourcing once and find they still end up doing a lot of work for less money. So, what are the secrets to outsourcing and scaling your freelance business successfully?
From teaching English in Beijing to running a successful email marketing agency, Alex Thompson‘s path shows how focusing on processes, relationships, and quality can transform a freelance business into something bigger.
Career paths are rarely linear… and that’s a good thing
After realising teaching wasn’t for him, Alex discovered copywriting through a conversation with his fiancée, who worked in marketing. Despite already being an accomplished writer with a degree in English Literature, he chose to get a copywriting qualification from The Blackford Centre for Copywriting. He found the feedback from his tutor invaluable (more so than the certificate itself).
His first copywriting break came through word-of-mouth when his mum mentioned his new business venture to her hairdresser. The independent salon needed help with an award application competing against major brands. Alex applied his academic writing skills to meet the criteria, playing up the salon’s underdog status. They won the award, leading to website work that earned him the equivalent of six weeks’ teaching salary.
Getting your mindset right
Rather than positioning himself as a freelancer seeking agency work, Alex approached his work as a business owner from the start. He focused on building direct client relationships instead of creating an agency portfolio. This meant learning on the job and setting rates accordingly.
“From the beginning, I saw myself as having a copywriting business instead of being a freelance copywriter.”
Like many copywriters, Alex started by taking on various projects—from leaflets to product descriptions. He then specialised in website copy, charging £4,000 per project. However, after completing six websites in six weeks, he recognised this wasn’t sustainable.
“I couldn’t speak at the end of it.”
His breakthrough came when he switched to retainer clients for email marketing. This created a repeatable, process-driven model that reduced the constant pressure to find new clients. His virtual assistant handled all the email design work, creating a more structured business approach and one where he was beginning to outsource parts of the projects.
“I think I’m a good writer but a better business person. I wanted to scale and set up something repeatable and process-driven where I didn’t have to find new clients constantly.”
Building a team
The transition from solo copywriter to agency owner came when Alex began outsourcing in November 2023. But rather than settling for adequate support, he focused on finding other freelance writers who could outperform him. His strategy centred on paying competitive rates and creating positive working relationships. By matching writers with clients based on their specific interests and expertise, he created stronger outcomes for everyone involved.
“When I first started outsourcing in November 2023, I thought no one could do this as well as I could, but I purposefully found people who would do a better job, paid them well and treated them nicely.”
Happy clients, happy business
The agency’s success stems from a structured yet personal approach to client relationships. Each month, Alex’s team conducts strategy calls with every client, using these sessions to gather content ideas through focused interviews. They dig deep into industry misconceptions and challenges, positioning themselves not just as writers but as strategic partners. This transparent approach includes being open about team involvement helping clients understand and value the collective expertise they receive.
Supporting the wider copywriting community
A strong sense of community drives Alex’s business philosophy. Recognising that many talented writers struggle with business management, he dedicated time to conduct over 90 free coaching calls for fellow copywriters. His aim extends beyond personal success—he actively works to create opportunities for other writers, including helping his freelancers move away from difficult clients towards better partnerships.
Alex’s main advice for freelancers thinking of outsourcing
“Outsource the time-stealer jobs first. A freelance writer working on a day rate shouldn’t be outsourcing. You shouldn’t be outsourcing the writing. First outsource everything else that steals your time away before you outsource writing.”
Alex has created a successful agency by…
- Focusing on repeatable processes
- Outsourcing time-consuming tasks before core services
- Hiring writers who could outperform him
- Offering competitive pay
- Treating his team well
- Matching writers with clients based on their interests and expertise
- Create systematic approaches to client communication
- Monthly strategy calls with all clients
- Gathering content ideas from client interviews
- Positioning the agency as a strategic partner
- Being transparent about team involvement
While Alex has clear revenue targets, including aims for £1 million in revenue, his focus has shifted to scaling quality rather than just increasing numbers. He’s thinking more about creating the life he wants alongside business growth.
His story demonstrates how a freelance business can grow into an agency through careful positioning, strong systems and building the right team. The key isn’t just about getting bigger—it’s about creating sustainable systems that benefit clients, team members, and the wider professional community.
