The ABC’s of creating and growing a successful Upwork agency
The days when freelancing was just considered a side gig are gone. It’s a serious business, and agencies on Upwork can make thousands (if not millions) of dollars per month.
Besides, freelancing can only take you so far. With your own agency on Upwork, you can hire talent yourself and pitch as a business to clients. This results in bigger contracts, less trench work for yourself, more business growth, and – of course – the MONAAAY
But how do you actually set up an Upwork agency? There is not much information on the subject. Let’s change that.
In this article, we will discuss how anyone (including freelancers) can take their hustle to new heights by creating an Upwork Agency.
It all starts with building a solid Upwork Agency profile. Nearly 75% of proposals sent on Upwork are never even viewed by clients. Why? Because that Agency profile is weak AF.
If your profile isn't grabbing attention, your team's talent and expertise will get lost in the noise… Or you would, if not for all the tips you’ll find in the next paragraphs:
How to Create Agency Account on Upwork: Step-by-Step Setup
Let’s get straight into it – here’s how to create an agency account on Upwork, step by step.
Step 1: Set Up Your Account
If you’ve already got an Upwork account, you're halfway there! If not, head over to Upwork and sign up like you normally would. Remember to sign up as a freelancer, not a client.
Step 2: Navigate to the Agency Creation Section
Once you're logged in and set up, click on your profile icon, and you'll see a Settings option. Click on it and scroll down until you see "New Agency Account." That’s what you need to start an agency on Upwork.
Step 3: Fill Out The Agency Profile Details
Now, it’s time to start setting up the Agency profile. Upwork will ask for some details, including:
Agency Name
Keep it memorable and relevant to your niche.
Apart from the name of your business itself, you can include a one-line description of your key expertise area or a slogan:
Services
Pick the skills your agency excels in.
Don’t take it too far here. It’s better to have 1-2 niches than offer everything for everyone.
Logo
If you don’t have one yet, it’s high-time you hire a graphic designer to create one for you.
Make it pop – this is your agency's face.
Skills
In terms of Upwork SEO, the more skills you have - the better. Now this doesn’t mean you should spam a million skills, but you definitely want to include all skills that you can do at a high level. Also, think about picking the exact skills your Ideal Customer is looking for.
Step 4: Switch to Your Agency Account
Finally, you can switch over to your agency account and start sending proposals.
But before you click that final button, let's make sure you're on the right track. What’s the difference between a freelancer profile and an agency profile anyway?
Simply put, freelancer accounts are for independent workers, while agency profiles are for teams that want to collaborate on bigger projects.
If you're working with a team, make sure you've selected the agency option. Don’t worry – you can always change it later.
Step 5: Follow Upwork’s Guidelines
Upwork's got guidelines for a reason. Read them and live by them – we don't want your agency getting the boot before it even gets started! Here are some pro tips to keep in mind:
- Upwork's got a strict one-account-per-agency policy. Trying to create more than one can get you suspended.
- Upwork's all about fair competition. No undercutting, no spammy proposals, and definitely no stealing clients from other agencies.
- Upwork takes a cut when connecting you with clients, so make sure you understand their fees and payment terms.
How to Start an Agency on Upwork: Launching Your Business
Now that you’ve set up an agency on Upwork, it’s time to launch your business and attract those high-paying clients.
Define Your Agency’s Niche and Services
Don't be a jack of all trades – be the master of one. What skills does your team excel in? That's your niche. Specializing makes you stand out and attracts clients who need exactly what you offer.
Check out how TS Media laser-focused on Video Production to become a top-rated Upwork agency. Right off the bat, you’re met with an introduction video, which shows everything you need to know about their video production skills.
They’ve also scattered industry-relevant keywords throughout their agency profile, such as “TikTok and Instagram Reels,” “ 3D Animation,” and more. Plus, the Top Rated badge on Upwork instantly establishes them as an authority.
Build a Strong Team With Complementary Skills
Your agency is only as strong as its weakest link. Handpick a team with diverse skills that complement each other. You'll need top-notch professionals in every area your agency specializes in, whether that's writing, design, development, or anything else.
TDCM.io has built a powerhouse team of engineers, designers, and developers who expertly collaborate on complex web development projects. Their combined expertise makes them a one-stop shop for clients looking for professionals to create their websites.
Set Competitive Yet Profitable Rates
Don't lowball yourself. Your agency is worth every penny. Research your competition and set rates that are competitive yet profitable. However, understand that you may have to slightly drop your hourly rate in the beginning to build up that Upwork social proof, especially since your agency profile has $0 earned on the platform.
Remember, you're not just selling services – you're selling your team’s expertise and experience. You may even choose to offer package deals or hourly rates with project milestones, which can entice clients who are unsure of their exact needs.
Create a Compelling Agency Profile and Portfolio
Your profile is your agency's storefront on Upwork, so you’ll need to showcase your best work.
Highlight your team's skills, showcase successful projects (even if they're from outside Upwork), and incorporate some positive testimonials.
iOTA uses a visually stunning profile with a catchy tagline and a video introduction that immediately grabs attention. Plus, their portfolio is concise, and the glowing reviews are enough to make any client accept their proposal.
Get Your First Client: Tips to Keep in Mind
- First, don’t be afraid to start small. Tackling multiple, smaller projects is a great way to build your reputation and portfolio.
- Network, network, network! Reach out to your potential clients directly and let them know you're open for business.
- Bid sparingly, but bid smart. Instead of reaching out to as many clients as possible, focus on projects that match your niche the best. (Read our guide on how to bid on Upwork before you get started!)
- Don’t hesitate to overdeliver. Going above and beyond for your first few clients will earn you glwing reviews and referrals.
How to Make an Agency on Upwork: Advanced Tips
So you've got the basics down.
Are you ready to take your agency to the next level?
Here’s what will make any agency on Upwork score premium clients and build a stellar reputation.
Marketing Your Agency on Upwork and Beyond
Upwork is a bustling marketplace, but you can still cut through the noise with the right marketing tactics.
- Keywords: Optimize your agency profile with relevant keywords that clients are searching for. Think like your target audience. What terms would they use to find an agency like yours?
- Proposals: Don't just copy and paste generic proposals. Tailor each one to the specific project, showcasing your understanding of the client's needs and how your agency can deliver results.
- Connects: Upwork Connects acts as a currency for submitting proposals. Use them wisely – only target projects that align with your niche and expertise.
- Paid Boosts: Upwork offers paid boosts to increase your agency's visibility in search results. If you're just starting or launching a new service, this can be a valuable investment.
- Client Feedback: Positive reviews and testimonials are like social proof for your agency. Every time you complete a project, encourage satisfied clients to leave feedback and don't be afraid to ask for referrals.
But don't rely on Upwork alone to bring in clients. Instead, expand your reach by promoting your agency on other platforms like LinkedIn, social media, and industry-specific forums. Clients who want to work with you in the long run may demand a strong online presence before they trust you.
Upwork Project Catalog
Upwork's Project Catalog is like a buffet for clients. It's where they go to find pre-defined projects with set prices.
If you're confident in your agency's ability to deliver specific services quickly and efficiently, list them in the Project Catalog. It's a fantastic way to generate leads and land quick wins.
This agency manager offers a "Law Firm Digital Marketing Audit" project in the catalog for $145. They've received over 150 orders overall, thanks to the concise project overview and quick delivery time.
Client Communication and Relationship Management
Communication is the key to any reliable relationship, especially with clients. Be responsive, professional, and transparent.
That also means you need to set clear expectations upfront, provide regular updates, and address any concerns as quickly as you can. A happy client is going to be a repeat client, and they're more likely to refer you to others.
Project Management and Team Coordination
Upwork offers a ton of tools to help you manage projects seamlessly – use them to your advantage! These tools allow you to measure and track your progress, communicate with team members, and deliver projects on time and within budget.
For instance, you can use Upwork's Work Diary features to keep projects on track and make sure everyone is on the same page:
How to Set Up an Agency on Upwork: Managing the Account
Congratulations, your Upwork agency is officially launched! But your efforts don’t end here. It's time to take control of your Upwork presence and steer your agency toward success.
Use Upwork’s Dashboard for Agencies
Upwork’s agency dashboard is where you'll monitor your progress, manage your team, and track your financials. Here's how to navigate this powerful tool:
- My Jobs: Keep tabs on all your active and completed projects. Filter by client, freelancer, or status to stay organized.
- Reports: Get insights into your agency's performance with detailed reports on earnings, proposals, and client feedback. Use this data to identify areas for improvement and make data-driven decisions.
Manage Team Permissions and Roles
Not everyone on your team needs to have access to all the details. Upwork offers different roles and permissions to help you manage your crew efficiently:
- Agency Owner: The manager with full control over everything.
- Admin: Trusted officers who can manage projects, team members, and finances.
- Freelancer: The crew members who do the actual work. They can only see projects they're assigned to.
- Business Manager: Your agency’s job search scout that can submit and manage team proposals and contracts for the entire team.
Set Up Payment Methods
Upwork offers various payment methods, ranging from PayPal to direct deposit. Choose the one that works best for your agency. You can also set up automatic payments to freelancers, so you never miss a beat.
Monitor Performance Metrics
Upwork provides valuable data to measure your agency's performance.
- Earnings: Are you hitting your financial goals? Track your weekly, monthly, and yearly earnings to spot trends and identify areas for growth.
- Proposals: How many proposals are you sending? What's your success rate? Analyzing these metrics helps you refine your bidding strategy
- Job Success Score: This score measures your agency's overall performance on Upwork. Aim for a high score to attract more clients and boost your credibility.
Use this data to make informed decisions about your rates, the types of projects you pursue, and how you market your agency. Don't be afraid to experiment and adjust your Upwork strategies based on what the data tells you.
Scale Your Agency and Adapt to Changes
As your agency grows, you'll need to adapt your strategies to keep up with the demand. If you feel ready to double down on your agency and scale it, here are a few things to help you start:
Don’t put all your eggs in one basket
Or simply put: don’t trust this big client you have now will stay with you forever.
As Vadym Ovcharenko, a 6-figure Upwork Agency Owner puts it:
Relying your monthly revenue on 1-2 big clients is the fastest path to stalling your agency’s growth. Plus, it feels like you’re working a full-time job again. And that’s not why you started your business, right?
Instead, expand your portfolio and craft a business model that allows you to do more for multiple clients at once.
Your team is your biggest investment
Provide ongoing training and development to keep your team's skills sharp and motivated.
Also, nurture the culture of collaboration in your agency from Day 1. This will help you manage the tasks more effectively and reduce any communication issues that slow down your execution.
Efficiency is key
To scale fast, you have to move fast. Develop more effective workflows for project management, communication, and client onboarding.
A good set of tools will help a lot here. When we talk to Upwork agencies, their most common growth limiters are:
- Project management
- Pitching customers
The solution for the first one is quite simple. You have to invest in good project management software (ClickUp, Trello, etc.).
The second one is where things get tricky. Applying to jobs and creating proposals that close the sale usually takes hours.
That is – if you do it all manually.
GigRadar integrates AI technology and data collection to help agencies target and send proposals to their ICP in a fully automated system, saving you time and effort in your Upwork B2B lead generation efforts.
It also uses an advanced lead-scoring system to inform you which leads you should prioritize based on their potential.
Investing more resources in those leads will help you maximize your agency’s growth. Plus, your pipeline will fill with leads happy to buy from you.
I started using GigRadar seven months ago, and this tool has increased my sales by three times. Previously, we had a 5% to 7% reply rate on Upwork, but after these guys joined our team, our sales increased by 17%-20%.
You can watch Max’s whole story here:
Summary
If you want to score the Top Rated badge for your Upwork Agency, you need to:
- Find your niche
- Optimize your offers
- Investing in scalable Lead Gen solutions
For more info on the first two – go to our blog.
For the third one – how about we show you what GigRadar can do for your business?
