The Freelance Mum: A flexible career guide for better work-life balance

Think big but start small

My dad is an optician and ran a small chain of his own shops when I was growing up, but before that he tested people’s eyes from the bedroom of his and my mum’s flat in the evenings, while working for an established optician in the daytime. He knew that he needed customers if he was going to start his own business. In time, he was able to open his first shop, round the corner from that flat. All the customers whose eyes he’d tested in his bedroom joined him at his new opticians. He did the building work and painting himself, and called in favours from friends. My dad didn’t have start-up funds so he had to keep everything as cheap as possible. Once he was making a profit, he was able to re-design the shop then buy a second one. He grew that business, too, and a few years later he bought a third shop.

He told me about an old friend of his who had also decided to start a business. This guy wanted to be his own boss. My dad advised him to be frugal, at least at the start, and perhaps to even stick with his existing job while trialling the new line of work. Get some clients before you commit to an office space. But this guy didn’t want to hear it; he invested in a fancy central London office and bought a nice car to impress clients. Only, he never got any clients, so the business failed and that was the end of his dream to work for himself.

When you’re finding your feet, keep your spending to a minimum. Whether you’re starting out as a freelancer or launching a new business, if you’re able to set it up from your kitchen table (or sofa/bed), do. I’m now earning enough to pay for a shared workspace, but for me, it’s more important that I keep building my business and freelance career, so I’m still working from a corner of the kitchen table and spending that money in different areas. If I get bored and need a change of scenery, or if my husband’s looking after the kids and I don’t want them to distract me, I pop to a local coffee shop that has wifi.

You might be tempted to spend money on smart clothes when meeting potential new clients. Of course presentation is important, but don’t get carried away; you can look smart without blowing a month’s income on a designer jumpsuit. If you keep your hair washed, your shoes clean and your clothes ironed, that’s probably enough. It’s more important that your personality shines through with your clothes than your income. You’re no more likely to get the pitch in an Armani suit than I am in my £35 Lucy & Yak dungarees. In fact, spending a small fortune on clothes when you have young kids is a waste of money; I bought a lovely pastel-pink cashmere jumper for a talk I was doing and it was soon destroyed by my children’s mucky hands and tugging. So now I’m back in my high-street clothes and affordable ethical brands.

Put simply: don’t spend all your money before you’ve made it.

Holly Tucker MBE, founder of Holly & Co, co-founder of Not on the High Street, launched the now multi-million-pound business from her kitchen table in 2006. I asked how she managed childcare in the early days. ‘He was with me, sleeping under the table!’ she says. ‘I look back on those days with such fondness, because he grew with me and my business in those early years. It was funny, because with launching Holly & Co came more years of hard days and late nights, and Harry was there again, sleeping under the table. My biggest supporter.’

Ask any entrepreneur or superstar freelancer and you’ll hear the same thing: think big but start small.

Getting the ball rolling

Now that you’ve come up with your freelance career focus, you need to turn yourself into a brand. Will your freelance work be under your name, or will you create a more general name? For instance, my copywriting and consultancy work is under Annie Ridout (annieridout.com) while my digital magazine is called The Early Hour. Down the line, you might want to expand your services and have other people work for you, so this is worth bearing in mind. That said, Arianna Huffington had no issue turning The Huffington Post, clearly named after her, into a multi-million-dollar enterprise, so if the brand’s really strong, and the work is respected, that will be what matters most.

Steve Jobs, founder of Apple, said in his autobiography that the idea for his business name stemmed from him being on one of his ‘fruitarian diets’. He’d just come back from an apple farm and thought the name ‘Apple’ sounded ‘fun, spirited and not intimidating’. The name for the BlackBerry phone – the first device that could send and receive emails wirelessly, initially via a pager and later a mobile phone – came about following a brainstorming session with Lexicon consultancy, who are devoted to naming products. Having the word ‘email’ in the title sounded boring so they looked outside of the box, at unrelated things that make people feel good. Someone suggested ‘strawberry’ but it was rejected for sounding too ‘slow’.1 ‘Blackberry’ was suggested, as the device was black and this sounded snappy. The name stuck and the company rocketed.

So it’s worth having a good think about names and not choosing anything that will make people pigeon-hole you in the wrong way. I wanted The Early Hour to be for both mums and dads, which is why I didn’t use the word ‘mum’ in the title. I decided on the concept of publishing articles early in the morning, at 5 a.m., for parents who were up with their young babies or kids, and the name followed after a brainstorming session with my sister. We listed everything we could think of associated with mornings, early, parenting, babies – and this one stuck. Well, initially we thought of ‘early hours’ but there were too many existing brands with this name. And in the end, we liked that it was more rhythmic-sounding and that it was as if ‘the early hour’ was our hour; we owned it. It also felt this name would still work if the brand expanded to include consultancy, which it has, or other branches of work.

Make it your domain

Before committing to a name for your brand, check whether the domain is available for your website – e.g. theearlyhour.com/annieridout.com – and the social media handles. You can check domains by googling ‘domain checker’ and using one of the sites that pop up. Ideally, you also want your website name to be your handle. Or if your work is under your own name, try to secure social media accounts with your name (e.g. I’m @annieridout on Instagram and Twitter). There’s more on social media in Chapter 6, but for now, I’d recommend Instagram and Twitter for starting out. In terms of finding a business name that you’ll be able to own the domain for, you will need to think outside the box. If you choose ‘The Mummy Blogger’ as your brand name, the likelihood is that both the domain and social media accounts will already have been snapped up. So opt for something more original that you can use across platforms.

When you’re checking domains, you can put in the brand name you’re toying with, followed by .com and you’ll be told whether it’s available or already exists. Ideally, you want the .com, as it’s good for SEO (getting to the top of Google searches, see here) and it’s what people automatically type into Google. But if you’re totally set on a name and can only get .co.uk or .org or .co, it’s not the end of the world. As long as you build a strong brand, website and following, these things will supersede your top-level domain (TLD) – the last few letters of your URL.

Website hosting

Now you’ll need to decide where to host your website. I chose to buy my domain through Tsohost – they have great tech support, and were recommended for me. But I’ve also used GoDaddy, and while they’re more salesy, they’ve been helpful whenever I’ve had an issue. After buying your domain through one of these websites, you can build it from scratch or use a popular platform like WordPress or Squarespace, that allows you to choose a template and slot in all your information without having to know coding. Also, you’ll have full control of your content going forward, which might not be the case if you hire someone to build you a custom-designed website.

The Early Hour is built on WordPress. I had a website whizz friend, Mike Parks, design it, using one of the templates WordPress offer, and a graphic designer friend, Matt Bucknall, design the logo. The two of them worked together to create something I’d like: Matthew did the logo design and the general look of the website – the fonts, features, spacing – and Mike made it happen. They had ideas for little features to add in and make it more original, like the sun that rises as you scroll down when you’re looking at theearlyhour.com on desktop computers.

When choosing between WordPress or Squarespace, each has its advantages. I chose WordPress because it’s been around longer so there are more web developers who know it inside out, and also there are loads of plugins available. Plugins are used to add new features to your website, like social media icons so people can click straight through to your Instagram account, or sharing buttons. Also, pop-up boxes asking people to sign up to your mailing lists. But some people find Squarespace more user-friendly. Creatives often like Wix, as it’s simple to import images and move them around. But if you’re selling products, Shopify might be the one for you.

Email address

You should have at least one email address included when you buy your hosting package so that you can have a [yourname]@[yourwebsite].com. This is crucial in terms of looking professional and legitimate. Having sallybluesocks@hotmail.com isn’t going to cut it. And to be honest, nor is phoebedavis@gmail.com. Get an email address that fits with your website and makes it clear that you are a professional. I’d recommend having [yourname]@ rather than hello@[yourwebsite].com or info@[yourwebsite].com, as this means that when someone’s emailing you; a client you’ve been in touch with before, they can start typing your name and your email address will appear. They won’t automatically think to start trying ‘hello’ or ‘info’, so this will save them time and mean they don’t have to do the annoying job of finding your last email in their inbox and replying to it.

Tech support

If you’re looking for help with the tech side of things and don’t have a pal who can sort you out, PeoplePerHour (peopleperhour.com) is a great website – you add in your job (e.g. I need a WordPress website built/customised) and people will pitch to do the job. You choose who you’d like to work with and agree a fee, then you’re off. It’s particularly useful if you don’t want a long-term commitment but need a job done quickly and professionally. I’ve used it for adding features to my website, like comments boxes under the articles. And get Google Analytics installed, too. That way you can track all traffic to your website and see where people are being referred from. The bulk of your traffic might be coming from Facebook posts, or tweets, and this is helpful to know, so you can see what you’re doing right on that specific platform.

The logo matters

You’ll need an original logo, as the ones that come with WordPress templates won’t be good enough. If, like me, you’re not a designer, call in a favour or pay someone: the visual identity of your brand really matters. Freelance graphic designer Emily Brooks says: ‘A logo represents your business in any format – and people will recognise it as your stamp. It’s like a barcode, and it enables people to track you across all your platforms. The logo should capture the core; the essence of the brand.’ So even if your logo is just one letter, the font and colour and shape will eventually become your visual signature. ‘A logo should be versatile,’ says Emily, ‘it can change over time as your brand evolves.’

When briefing Matthew about the logo for The Early Hour, I said it was a parenting magazine so something playful or that nods to children/family would work well. That it should be unisex, positive and represent the early hours of the morning. He came back with a series of designs – some had a moon in the logo, some had a sun. Interestingly, he’d interpreted ‘the early hour’ as being both the end of the night and the beginning of the day. But I wanted to appeal to parents who are up early, so I opted for the sun. Also, this felt more positive. I love the logo he designed: it’s simple, clean and timeless – it really represents my brand.

On the subject of visual identity, try to avoid using obvious stock images across your website. Either take your own photographs, if you know how to take a good picture, or use a website like unsplash.com or designspiration.net where you can find better-quality (free) photographs. Just check whether you need the photographer’s permission, or to give a credit. Try canva.com (or the related app), which is great for simple picture editing if you don’t have Photoshop. It enables you to create one image containing a selection of photos, so I use it when I have two portrait pictures but need a landscape image for The Early Hour – I put the dimensions in and place the two images side by side. You can choose different backgrounds, or add fonts. This can be useful for creating social media posts (like quote boxes) too.

Branding

Whether you’re starting a small business selling products, or offering out your own services, you’ll need to think about your brand. This includes the visual side of things: the logo, look of your website, brand colour palette (is your website in simple black and white, pastel colours, or brightly coloured?) but also the ethos. What do you want people to associate you and your work with? Are you an eco-warrior practising in sustainable design? If so, this needs to come across in every aspect of your offerings – the copy you use, the design details, your social media accounts. Or perhaps you want to create a gentle, approachable, personal brand that includes lots of behind-the-scenes shots, talking about things that matter to you – such as family or politics? Think about how you want to be viewed and make sure this runs through every element of your business.

Look at other brands that you admire. What is it that you like about their approach? Perhaps they are trustworthy, or respond quickly to feedback and complaints. Maybe their copy is funny and this adds a lighthearted edge to their brand and services. In everything I do, I aim to be punctual, efficient, reliable and good value for money. I like to be approachable in my manner, so this is reflected in the copy I use on social media and across my websites. Other freelance mums are offering high-end bespoke services or luxury products, so, similarly, this will need to come across as soon as you discover them – online, and in person. If you are your brand, it goes as far as the way you dress when you’re networking. What impression do you want to give?

Carrie Anne Roberts, founder of Mère Soeur clothing and accessories brand, started one of the first ‘mama merch’ businesses; selling t-shirts, totes and badges for mothers. She’s built a loyal following on Instagram and runs a tight ship, all while being a single mum to her three-year-old son, River. Carrie shares her branding tips:

i. REALLY think about what your brand means to you and what you want it to mean to other people. Keeping your goals and your message in mind will help you stay on track when doubt creeps in or you’re making difficult decisions.

ii. Not everyone is going to like what you do and that can be a terrifying thought when you’ve put so much work and effort into building a solid brand. Putting your work out into the world can be scary but don’t cave under the pressure or dilute your message or product in order to try to please everyone. Keep your vision and stay focused.

iii. Enjoy it! Brand building can be number/research heavy but it’s also meant to be fun. Don’t stress about having everything in place and completely perfect from the moment you start. Allow yourself time to learn and finesse your style as you go along and grow with your brand.

Anna Jones agrees with this organic approach, building her one-woman brand in the same way from her initial vision:

‘I had a strong idea of how my food should look – the food pics, and the style of cookbook. Especially when writing about vegetarian food, as there was less of it around at the time. And I didn’t want my stuff to be all “hemp trousers and brightly-coloured cafes”. I wanted something calm, clean and well considered. So that’s what I went for. But I’ve never had a brand person advise me, it’s been really organic. I have a group of friends and people I’ve worked with, including my sister, whose creative opinion I trust. They’re engaged in culture, art and design. So I come up with the ideas I think are right for me, that suit me, then I send that out to a limited group of people and get their opinions. That’s how the visual side has grown.’

Spreading the word

You’ve decided what work you’ll be focusing on, bought the domain, built a website, set up the social media channels. Now what? You need to launch: both online and in the ‘real world’. After all, no one will know what services you have to offer unless you tell them. If you’re a perfectionist (I’m not), you might never feel you’re ready to show the world your wares. But remember, you’re at the beginning of this journey. You will be tweaking and improving all the time. So bite the bullet, set a launch date and stick to it. Here’s how to launch as a freelancer …

i. Tell your friends

Hopefully, your friends will be engaged enough with you and your life to know that this has been bubbling up for some time. But don’t be afraid to slip it into new conversations. It can feel awkward for some people, particularly introverts – of which I’m one, I’m more comfortable asking the questions than giving the answers – but you need to learn to talk about yourself. It doesn’t need to be braggy, just saying: I’m so excited, my website’s just gone live! is likely to lead to a conversation about it all. And you’ll then be in your pal’s mind the next time someone asks her for a recommendation in your field.

ii. And your acquaintances

Facebook is a great way to put out feelers. I often have friends announcing their re-branded website, or newly launched business on Facebook. It will usually be followed with: please have a look and let me know what you think, and a request for any copy errors to be brought to their attention. Putting it out on social media like this means no one’s being put on the spot. If someone is interested in your area of work, or in you, they will have a look and give feedback. People tend to like being asked for help – and giving it. It takes so little effort on their part but could be very beneficial to you.

iii. Build excitement on social media

You’ve set up your social media handles but how do you use your channels to announce that you’ve launched? Before going live, upload a series of posts. Not too many, because people probably won’t go back through and read them all, but enough to create a profile that doesn’t look empty and boring. And then do a countdown on all of your channels. This can be a visual countdown – on Instagram and Facebook, with photos of the numbers, counting down from ten days to launch – each day, adding a caption about your business or services, or just about you. Or a written countdown on Twitter.

As an example, let’s take Emma Grant. She recently set up a brand called Binibamba, selling sheepskin rugs and buggy-liners.

On Instagram, she uploaded loads of images, ahead of the launch, so that when you visited her profile, it looked like an established brand. There were photos of the beautiful, luxurious sheepskin rugs, cute babies trialling the buggy-liners, all snuggled up, and behind the scenes shots. Emma introduced herself, and the details of her products (e.g. that they are handmade in England, and hand-cut from 100 per cent merino sheepskin. Also, that each order comes with a free 100 per cent cotton dustbag). And then she started a ‘launching soon’ countdown, getting people excited.

Using Twitter, you can put out a tweet a day, in the lead-up, building the momentum by counting down:

Only five days to go until my website is live … if you sign up to my mailing list now, you’ll be entered into a competition to win a sheepskin buggy-liner with which I’m launching my new brand.

Tomorrow the website will be up and my shop will be open. I’d love to hear from anyone who’s on the lookout for the softest, most beautiful, baby-friendly sheepskin buggy-liners …

It’s about getting people to engage with your brand before you launch. Introducing yourself and your business or services before they are available so that people are thinking: I need a piece of this; I want in.

Do a skills exchange

If you’re starting out with little or no budget, one great way to get professional help without taking out a loan is to do a skills exchange. I did this with the photographer Penny Wincer and it worked so well. I’d gone to Penny asking if she’d be able to take some headshots for me. She offered to do it for free, but I said I’d like to pay her – if not with money, then with my skills. After listening to me being interviewed on a podcast, talking about blogging and writing for the online platform, Penny said, would you be able to help me with my blog, looking at the direction I’d like to take it in and how to get there? I agreed, and after doing a photoshoot together, we had lunch and I gave Penny ideas for taking her blog forward (SEO, content strategy, pitching for related articles in nationals). You have skills that could be very useful for other people, so bear this in mind if you’re looking for help but can’t afford to pay the full price.