My Journey: 5 Years as a Freelance Web Developer in the UK

Five years ago, I made a decision that would fundamentally change my life and career. I decided to become a freelance web developer. It wasn't a sudden impulse—it was a carefully considered leap driven by a desire for flexibility, the opportunity to start a family, and a belief that I could deliver better project outcomes with individual focus.

Today, as I reflect on these five years, I can honestly say it's one of the best decisions I've ever made. But the journey hasn't been without its challenges, lessons, and pivotal moments. This is the real story of building a freelance web development business in the UK.

2020: Taking the Leap

Why I Started Freelancing

The decision to go freelance wasn't born from frustration or burnout with traditional employment. It came from a clear vision of the life I wanted to build.

Flexibility for Family

My partner and I were planning to start a family, and the traditional 9-to-5 office structure felt increasingly rigid and incompatible with the family life we envisioned. I wanted to be present—not just in the evenings after a long commute, but throughout the day. I wanted the flexibility to attend school events, be there for the important moments, and have control over my schedule.

Freelancing offered that possibility. The ability to structure my work around life, rather than life around work, was incredibly appealing.

Better Project Outcomes Through Individual Focus

In my previous roles, I'd seen how fragmented attention across too many projects led to diluted quality. I believed that giving projects genuine, focused attention—rather than splitting time across dozens of competing priorities—would lead to better outcomes.

I wanted to work on fewer projects but go deeper with each one. To truly understand each client's business, care about their success, and deliver work I could be genuinely proud of.

Autonomy and Creative Control

I wanted to choose the technologies I worked with, the approaches I took, and the types of projects I pursued. I wanted to say no to work that didn't align with my values and yes to projects that excited me.

The Biggest Hurdle: Running My Own Business

The technical work wasn't the scary part. I was confident in my development skills. What terrified me was everything else:

Finding clients and marketing myself
Setting prices and negotiating contracts
Managing finances and taxes
Being solely responsible for success or failure

There's a fundamental difference between being good at web development and being good at running a web development business. I had to learn:

Sales and Marketing - How to communicate value, position my services, and actually find clients who needed what I offered.

Business Operations - Invoicing, contracts, insurance, accounting, tax planning—all the unglamorous but essential business fundamentals.

Client Management - Setting expectations, managing scope, handling difficult conversations, and knowing when to say no.

Self-Discipline - Without a boss or office structure, I had to create my own systems for staying productive and motivated.

These were the real challenges of freelancing, and they took time to figure out.

Initial Fears and Challenges

In those early months, the questions kept me awake at night:

What if no one hires me?
What if I can't find enough work to pay the bills?
What if I'm not actually good enough to compete with agencies and established freelancers?
What if I've made a terrible mistake?

The uncertainty was real. I'd left the security of a steady paycheck for the volatility of project-based income. Some months felt feast, others felt famine. Learning to manage cash flow and the emotional rollercoaster of variable income was genuinely difficult.

First Major Win: Bristol Balloon Fiesta

Landing a Prestigious Client

A few months into my freelance journey, I had the opportunity to pitch for a project with Bristol Balloon Fiesta—one of Europe's largest hot air balloon events and a beloved Bristol institution.

This was exactly the kind of project I'd dreamed of working on. It was meaningful, high-profile, and connected to my local community. But I was also terrified. Why would they choose a newly independent freelancer over established agencies?

What I learned: Sometimes being a freelancer is the advantage, not the disadvantage.

They didn't want agency overhead and bureaucracy. They wanted someone who would care about their event, understand its significance to Bristol, and deliver personal attention. I could offer all of that.

What This Project Taught Me

Working on the Bristol Balloon Fiesta website was transformative for several reasons:

Confidence Building

Successfully delivering on a high-profile project proved to myself (and to others) that I could compete with anyone. The website performed well, the client was thrilled, and I had a genuine showcase piece for my portfolio.

Local Market Understanding

This project taught me the value of local knowledge. Understanding what Bristol Balloon Fiesta means to Bristol, knowing the audience, and being able to meet the team in person—these advantages mattered enormously.

The Power of Focused Attention

This wasn't one of 50 concurrent projects. It was one of maybe 3-4 I was handling at the time. The client could tell the difference. Every email was answered promptly. Every detail was considered carefully. They got my best work because I had the time and mental space to give it.

Building Reputation

In Bristol's business community, work speaks loudly. A successful project with a well-known organization opened doors and led to referrals I never could have secured through cold outreach.

Finding My Rhythm: Making It Work

Developing My Process

After that first major win, I focused on systematizing what had worked and fixing what hadn't.

Creating a Reliable Client Pipeline

I developed a mix of marketing approaches:

Building a strong portfolio website (which eventually became buildwithsimon.com)
Networking within Bristol's business community
Asking happy clients for referrals
Creating content that demonstrated expertise
Being active in local business groups

Establishing Financial Stability

I learned to:

Price my services appropriately (not too low out of fear, not too high out of greed)
Maintain a financial buffer for slow months
Invoice promptly and follow up on late payments
Set aside money for taxes before it was due
Reinvest in tools and learning that improved my services

Setting Boundaries

Early on, I said yes to everything, even projects that weren't a great fit. I learned to:

Identify my ideal clients and projects
Say no to work that would make me miserable or stretch me too thin
Set realistic timelines rather than over-promising
Protect my personal time and not work every evening and weekend

Learning to Provide Solid, Honest Advice

One of the most valuable skills I developed was learning when to be honest with clients, even when it wasn't what they wanted to hear.

Pushing Back on Bad Ideas

Sometimes clients come with preconceived solutions that won't actually solve their problems. Learning to diplomatically explain why and suggest better alternatives became crucial.

Setting Realistic Expectations

Rather than promising the world to win a project, I learned to set honest expectations about timelines, costs, and what's achievable. Clients appreciate honesty far more than false optimism.

Strategic Guidance, Not Just Implementation

I evolved from simply building what clients asked for to being a strategic partner who helps them figure out what they actually need. This consultative approach led to better projects and more satisfied clients.

Individual Focus = Better Project Outcomes

The Quality Advantage

One of my core beliefs has been proven true again and again: individual focus delivers superior results.

When I work on a project, it's not competing with 49 other projects for my attention. This means:

Deeper Understanding - I take time to truly understand each client's business, industry, and goals.

Creative Problem-Solving - When I'm not mentally exhausted from context-switching between dozens of projects, I have the cognitive space to think creatively about solving challenges.

Attention to Detail - Small details that might get overlooked in a busy agency environment get the attention they deserve.

Genuine Care - Each project represents my work and my reputation. I care about the outcomes in ways that agency employees juggling many projects simply can't.

Clients Notice the Difference

Time and again, clients who've previously worked with agencies comment on the difference:

Faster response times
Clearer communication
Feeling heard and valued
Better quality in the final deliverable
A sense of partnership rather than vendor/client transaction

This individual focus has become my competitive advantage. Agencies can't replicate it structurally, no matter how much they try.

2025: Loving the Freelance Life

Work-Life Balance Achieved

Five years in, I've created the life I envisioned when I started:

Family Time

I'm present for my family in ways that would be impossible with a traditional job. I can:

Take breaks during the day to spend time with my kids
Attend school events without asking permission
Structure my work around family rhythms
Be fully present outside of work hours because I control my schedule

Flexibility

Some days I work intensely, other days are lighter. Some weeks are busy, others have space for personal projects. This variability would drive some people crazy; for me, it's exactly right.

Control Over My Work

I choose:

The technologies I work with (Next.js, Payload CMS, Webflow—modern tools I love)
The types of projects I take on
The clients I work with
The hours I work
The rates I charge

This autonomy is genuinely valuable to me.

Pride in the Work and Clients

Looking back at five years of projects, I'm genuinely proud of what I've built:

Bristol.dev - A curated directory for Bristol's developer community that serves our local tech scene.

Bristol Balloon Fiesta - Working with an iconic Bristol event.

Carveto, Flexys, Off Grid Engineering - Diverse projects across different industries, each presenting unique challenges and opportunities.

Countless local businesses - Helping Bristol businesses establish and improve their online presence.

Each project taught me something new and contributed to both my skills and my reputation.

Lessons Learned Over 5 Years

What I Wish I Knew in 2020

Charge More From the Start

Early on, I underpriced my services out of fear of not being competitive. This was a mistake. Clients judge quality by price, and low prices attracted the wrong clients. I wish I'd had the confidence to charge appropriately from day one.

Not Every Client is a Good Client

Some clients are difficult not because of miscommunication but because of fundamental incompatibility. Learning to identify red flags early and decline projects that won't be a good fit would have saved considerable stress.

Invest in Marketing Continuously

The feast-or-famine cycle is driven by inconsistent marketing. When I'm busy with projects, I stop marketing. Then work dries up and I scramble. Maintaining consistent marketing efforts even during busy periods creates a more stable pipeline.

Systems and Processes Matter

Freelancing isn't just winging it. Having clear processes for onboarding clients, managing projects, and handling common situations makes everything smoother and more professional.

Community is Crucial

Freelancing can be isolating. Building connections with other freelancers, local business owners, and the broader community has been essential for both business and wellbeing.

Advice for Businesses Hiring Freelancers

Having been on the other side now, here's what I wish all businesses knew about working with freelancers:

Clear Communication is Everything

The better you communicate your goals, constraints, and expectations, the better results you'll get. We can't read minds; we can deliver excellence when we understand what you need.

Trust the Expert You Hired

You hired a freelancer for their expertise. Trust their recommendations and pushback. We're not trying to be difficult; we're trying to deliver the best outcome.

Respect Our Time

Freelancers juggle multiple projects. Responding promptly to questions, providing feedback on schedule, and being available for scheduled meetings helps us deliver on time.

Long-Term Relationships Beat One-Off Projects

The best client relationships are ongoing. Whether it's maintenance, future projects, or just staying in touch, long-term relationships benefit everyone.

What's Next

Continuing to Evolve

Five years in, I'm not standing still. I'm continually:

Learning New Technologies - The web development world evolves rapidly. I'm committed to staying current with modern frameworks, tools, and best practices.

Expanding Service Offerings - AI integration, advanced SEO, headless CMS architectures—I'm growing my capabilities to serve clients better.

Deepening Expertise - Rather than being a generalist, I'm developing deep expertise in specific areas: Next.js, Payload CMS, Webflow, SEO-first development.

Building the Community - Through projects like Bristol.dev and involvement in local tech community, I'm contributing beyond just client work.

Future Goals

Looking ahead, I want to:

Take on more ambitious technical projects that push my skills
Help more Bristol businesses succeed online
Contribute more to the local developer community
Maintain the work-life balance I've worked so hard to achieve
Continue loving what I do

The Honest Truth About Freelancing

Is freelancing perfect? No. There are challenges:

Income variability can be stressful
You're responsible for everything—there's no IT department, no HR, no marketing team
Isolation can be difficult for some people
The pressure of being solely responsible for success is real

But for me, the advantages far outweigh the challenges:

Flexibility and autonomy
Control over my work and life
Better project outcomes through focused attention
Pride in the work and the freedom to choose
A life structure that supports my family and values

Five years as a freelance web developer in the UK has taught me that the freelance path isn't easier than traditional employment—it's just different. It requires different skills, different mindsets, and different trade-offs.

But for those of us who value flexibility, autonomy, and the ability to do our best work on our own terms, it's absolutely worth it.

Let's Work Together

If you're looking for a freelance web developer in the UK who brings focused attention, modern technical expertise, and a genuine commitment to your success, I'd love to talk about your project.

After five years of building websites for businesses from small Bristol startups to iconic local events, I've developed the experience, processes, and skills to deliver exceptional results.

Whether you need a new website, a redesign, or ongoing development support, get in touch to start a conversation. I'd love to bring the same focused attention and commitment to your project that has defined these five years of freelancing.

Here's to the next five years of building great websites and helping businesses succeed online.