In 2023, I started tracking why projects didn’t go ahead, and in 2024 what ‘channel’ they came in via (referral, email, existing client etc.). I think the results are interesting, as they demonstrate how some channels are almost completely pointless, and where I should focus my marketing efforts.
Channels
The channel that people use to make the initial approach is a very strong indication as to whether the work will go ahead. This only applies to the initial approach – some people will email me and then we’ll end up having a phone call where the work is agreed (or not).
Every piece of work that has gone ahead so far in 2024 came initially via an existing client (i.e. additional work for them, not a referral) or email. Although I don’t have figures for previous years, from memory this is an accurate representation of the time I’ve been freelancing, with a few exceptions. This doesn’t work both ways though – there are plenty of initial enquiries that come via email which don’t turn into paid work.
Phone calls usually come from people who are in a panic and need something doing immediately, or ‘just want to chat’. These rarely go anywhere, to the point where I’ve considered removing my phone number from my website (existing clients would still get my number, I just wouldn’t advertise it publicly).
WhatsApp messages have never gone anywhere in nearly 10 years of freelancing. However, I have found the opposite when sending outgoing messages – for example it’s by far the most effective way to get hold of a plumber in my area.
LinkedIn messages are like lottery tickets – most of them don’t go anywhere, but I did get a very large contract a few years ago via LinkedIn which lasted for over 5 years. This is the main reason I still have a LinkedIn account, as it costs me very little in terms of my time and the occasional large payoff is worth waiting for.
Referrals from people I know probably have the highest conversion rate, but they usually end up having a binary outcome – lots of work or no response. I don’t think I’ve had a referral which turned into a small amount of regular work, or a one-off project.
Reasons for not going ahead
As well as some stats from channels, I’ve also looked at why projects don’t go ahead.
No response from the potential client
By far and away the most common reason for projects not going ahead is that I don’t receive a response. This is after replying to the initial email / call, and sending a follow-up email 1-2 weeks later. Unfortunately I don’t know why I don’t get a response, but the reasons I suspect are:
- My terms or rates aren’t acceptable – I always outline these clearly in my initial reply.
- The same request is sent to lots of freelancers, and only the successful one gets a response.
- Other things take priority and the work isn’t done by anyone (i.e. it’s not just me who doesn’t get a reply).
- The request is extremely time-sensitive and I don’t respond quickly enough (my time frame is usually end of next working day, but some people email at 6pm on a Friday and want a response before Monday morning).
I don’t have a feeling for which reason is the most likely.
Unrealistic budgets and time frames
Often my estimate is a lot higher than people expect. In particular, I get people approaching me with what they think is a simple task, but which I know is several days work, such as integrating a payment gateway. Often people leave things until the last minute as well, and then are disappointed when I’m fully booked.
Outside my area of expertise
I usually turn down requests for specialist work such as WordPress plugins, as I’m a generalist and some software you need to work with all the time. Sometimes I get approached with projects that are completely unrelated to my skill set, such as a .NET application which runs on Windows.
Occasionally I can refer people to another freelancer, though there are only a few people who I trust enough to do this (I’ve been let down in the past so I am very cautious about this now).
Outside the UK
I only work with UK clients (plus the Channel Islands and Isle of Man) for insurance and contract reasons. Most clients want to deal with a local freelancer – sometimes this means not only the same country but the same town or region – but I do get overseas enquiries from time to time.
AI and LLMs
For the first time, someone told me they’d decided to use ChatGPT instead of paying me to do development work. I am sceptical about the quality of code produced by tools like this, and there is also the unresolved legal question of who owns the output – especially if it’s been trained on code with an open source licence such as the AGPL. I expect this reason to form an increasing percentage of declined projects though, as a ‘free’ AI ‘solution’ is always going to look cheaper than a developer from a high-wage country.
Too much work
Sometimes client want more work / time than I either have the capability or willingness to offer. For example, I wouldn’t offer 10 hours/week to a new client, because that would be outside of my risk appetite (I don’t want to be overexposed to losing a client, or feel like I can’t terminate a relationship that isn’t working due to the amount of money I’d lose by doing this). I also used to get a lot of contracting requests, whereas I work on a non-exclusive basis for many clients at the same time.
Free consultancy
I’m very clear upfront that I offer 30 minutes of free time as an initial consultation, and anything beyond that is chargeable. The reason I have this limit is that I get a lot of enquiries, most of which go nowhere. I’ve also had people in the past use me for free consultancy, and then take the development work elsewhere. Most people are okay with this limit, but I have lost potential work because some expect longer for free and feel that I don’t consider them to be important as a result.
Other reasons
I’ve had people ask me inappropriate personal questions, such as where I live (exactly, rather than ‘in Greater Manchester’), how old I am, whether I have kids etc. I’ve also experienced people not respecting my clearly communicated professional boundaries, such as my working hours and response times. These conversations get terminated by me early on.