As a freelancer, getting new clients is an ongoing challenge. 

It can often feel like you’re on a hamster wheel of finding clients, doing the work, and ending the contract…. Only to be right back at the start again, needing to find new clients. 

But what sets successful freelancers apart is their ability to turn those one-time clients into long-term retainers. Retainer clients provide stability, consistent income, and the opportunity for stronger professional relationships. 

I get a lot of questions from readers about retainers or ongoing client work and for good reason. 

Now, especially, people want security and stability. Working with one-off clients on one-time projects doesn’t cut the mustard anymore. 

I’ve worked with the majority of my clients on an ongoing basis.

Some, I’ve worked with for more than four years, so I know just how important it is to foster ongoing relationships for long-term success. 

What is a Retainer in Freelancing?

Before diving into the steps to convert one-time clients into retainers, let’s cover the basic foundations of retainers. 

A retainer is an agreement between a freelancer and a client, where the client pays a set amount in advance to secure a freelancer’s availability and services for a specified period. 

Unlike individual projects, retainers ensure a steady workflow and income for the freelancer, often on a monthly or quarterly basis.

The Benefits of Retainers

Retainer clients offer numerous advantages for freelancers, including:

• Stable Income: Retainers provide a reliable income stream, reducing the uncertainty and financial stress often associated with freelancing. Knowing you have consistent work and income allows you to focus more on delivering quality results.
• Predictable Workflow: Retainer agreements often involve a predetermined amount of work each month. This allows freelancers to plan their schedules effectively, allocate resources, and avoid the feast-or-famine cycle common in project-based work.
• Stronger Relationships: Working with clients over an extended period fosters a deeper understanding of their needs and objectives. This closeness often leads to stronger professional relationships, built on trust and familiarity. Retainer clients may also become advocates who refer new clients to you.
• Efficient Time Management: Retainer clients offer the advantage of reduced time spent on marketing, prospecting, and pitching new projects. With a stable client base, you can allocate more time to delivering exceptional work and growing your skills.
• Room for Growth: Retainers often involve ongoing projects, which means there are opportunities for upselling additional services or expanding the scope of your work. This can lead to increased revenue and professional development.

Knowing that I’m working with 90% of my clients on an ongoing basis helps me predict my future income and plan ahead. 

If I was working on one-off projects all the time, it would be difficult to predict what the coming months would look like, making it hard to plan my schedule and my finances (pretty sure my mortgage lender would have something to say about it as well!). 

Bear in mind, though, that retainers can be hard to land and can be complex–what happens if a client doesn’t give you a brief in time? Do you still charge them? Still hold that time for them?

Freelance content marketer Jennifer Goforth Gregory shares a valid argument against freelance retainers:

“I personally find retainer agreements to be stressful. I find having to hold my time makes it hard to plan my life and other work.” 

Actionable Steps to Convert One-Time Clients into Retainers

1. Deliver Outstanding Value and Quality

To build trust and loyalty, consistently deliver exceptional work that exceeds your client’s expectations. 

I’m a big advocate of “doing good work and being a nice person”, but these really are the basic foundations of building long-term client relationships.

The clients I worked with on an ongoing basis know that I can deliver the goods time and time again. They can rely on me and know that I’m going to turn in publish-ready drafts before the deadline. 

Be proactive in understanding your client’s needs, communicate effectively, and maintain a high level of professionalism. By consistently delivering outstanding value, you increase the chances of clients wanting to continue working with you on a retainer basis.

2. Understand Your Clients’ Long-Term Goals

Take the time to understand your clients’ long-term objectives and aspirations. 

By aligning your services with their goals, you position yourself as a valuable strategic partner.

Offer insights, suggestions, and recommendations to help them achieve their objectives more effectively. By demonstrating your understanding of their business and actively contributing to their success, you become an indispensable asset.

I offer a “minimum viable service” of a content calendar. 

I carry out keyword research using Ahrefs and put together a basic calendar for 3-6 months’ worth of content.

Not only does this provide added value, but it also helps me understand their brand goals and ensures I have future work (because of course I’m the best person to write the content I came up with the ideas for!). 

3. Present Retainer Options

When you reach the end of a successful project, take the initiative to propose a retainer agreement. 

Clearly outline the benefits and value that a retainer relationship can provide, which might include things like:

• Priority access to your services
• Discounted rates
• Guaranteed availability

Highlight the advantages of consistency and the potential for deeper collaboration. By presenting retainers as a beneficial arrangement for both parties, you increase the likelihood of securing long-term commitments.

For example, I offer ongoing content ideation and keyword tracking to clients. But I also offer ongoing content writing services to help them bring their strategy to life.

If you’re a designer, you might offer monthly social media graphics, or if you’re a developer you might offer monthly website support. 

4. Create Customized Retainer Packages

To make retainers more appealing to clients, offer tailored packages that meet their specific needs. 

Consider their budget, desired level of involvement, and the volume of work required. 

Customizing your retainer packages demonstrates your flexibility and willingness to accommodate their unique requirements. This level of personal effort shows you understand each client’s needs, so it’ll build an ever deeper relationship. 

When I’m on a discovery call with a new client, I make a note of what their future content vision looks like (it’s even more helpful if I’m the one working on their strategy!). This gives me a detailed understanding of what they’re hoping to achieve so I can match my ongoing support to those needs. 

For example, one client wants more conversions from their email marketing sequences. 

My retainer package includes monthly blog posts that encourage sign-ups and monthly monitoring of their email metrics. This would look different if the client’s main goal was to increase traffic or boost brand awareness. 

5. Provide Ongoing Support

To solidify your position as an indispensable resource (the Holy Grail), offer ongoing support and value-added services to your clients.

This step goes beyond the initial project and demonstrates your commitment to their long-term success. 

Try these ideas:

• Regular Check-ins: Stay in touch with your clients even after completing a project. Schedule periodic check-ins to discuss their progress, address any new challenges they may be facing, and offer guidance or suggestions. By showing continued interest in their business, you strengthen the relationship and position yourself as a trusted advisor.
• Offer Exclusive Content or Resources: Provide additional value by sharing industry insights, relevant articles, or exclusive resources with your clients. This could be in the form of a newsletter, curated content, or access to a members-only portal. By providing valuable resources that align with their interests, you demonstrate your expertise and deepen the client’s reliance on your services.
• Proactive Recommendations: Stay informed about industry trends, tools, or strategies that could benefit your clients. When appropriate, proactively recommend new ideas, improvements, or opportunities for growth. This proactive approach showcases your commitment to their success and positions you as a valuable partner invested in their business growth.
• Retainer-Exclusive Benefits: To incentivise clients to transition to retainers, consider offering exclusive benefits. These can include priority access to your services, extended support hours, faster turnaround times, or discounted rates for additional projects or services. By providing tangible advantages that are only available to retainer clients, you create a sense of exclusivity and reinforce the value of an ongoing relationship.
• Adapt and Evolve: Continuously assess your clients’ changing needs and adapt your services accordingly. Keep an open line of communication to understand any shifts in their priorities, goals, or challenges. By staying adaptable and evolving with your clients, you position yourself as a valuable partner who can support their evolving requirements.

Pricing Freelance Client Retainers

There are two things to remember when pricing your freelancing retainers:

1. Writing a blog post for a retainer client takes the same amount of time as it does for a one-off client (a point against discounted retainer rates)
2. You don’t have to continuously fill a gap if you have a retainer client (a point for discounting retainer rates)

Only you’ll know what you feel comfortable charging, whether that’s a small discount for ongoing work or whether you stick to your advertised rates because it’s the same amount of work.

A snippet of my 2023 price list. You can see the entire list here.

Unlock the Positives of Client Retainers

Turning one-time clients into retainer clients is a valuable strategy for freelancers seeking stability, long-term relationships, and consistent income. 

By understanding the concept of retainers, recognizing their benefits, and implementing actionable steps, you can increase your chances of transitioning clients to retainers. 

Remember to deliver exceptional value, align your services with clients’ goals, present retainer options, create customized packages, and provide ongoing support and value-added services. By implementing these steps, you can build stronger, more rewarding relationships with your clients and enjoy the many advantages that come with retainers as a freelancer.