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How to Research Competitors as a Freelancer or Agency

Published 2026-09-30

When a client hires a freelancer or an agency, they usually compare three or four options quickly and pick the one that feels safest for their specific problem. Knowing who those other options are, and how they present themselves, is how you become the obvious choice instead of the cheapest one.

1. Find who clients compare you with

Your competitors aren't every freelancer in your field. They're the ones your ideal client would find. Search the way that client would, on Google, LinkedIn and the marketplaces used in your field, with your service and your city or niche. Ask past clients who else they talked to before hiring you; it's the most honest answer you'll get. More methods are in how to find your competitors.

2. Compare how they position themselves

Read their homepage headline and LinkedIn summary. Most say something generic like "creative solutions for your business". Note who they say they help and what result they promise. If nobody clearly owns a niche, such as a type of client, an industry or a specific result, that's your chance.

3. Work out what they charge

Many freelancers and agencies don't publish prices, but many do: look at pricing pages, packages on marketplaces and rate discussions in communities for your field. Note whether they charge hourly, per project or on retainer. Packaged, clearly priced offers are often easier for clients to say yes to than "contact us for a quote". See how to price against competitors.

4. Study their portfolios and proof

Look at which clients and results they show, and how. Case studies with a concrete result ("doubled bookings in three months") beat a gallery of logos. If competitors show only visuals and no outcomes, showing outcomes sets you apart.

5. Read what their clients say

Reviews on Google, marketplaces and LinkedIn recommendations tell you what clients value: responsiveness, meeting deadlines, clear communication. Complaints about missed deadlines or poor communication are common, and being reliably good at these is a real advantage.

6. Choose your angle

Pick one positioning you can own: a niche, a guaranteed turnaround, a specific result or a clear package. Put it in your headline, your LinkedIn and your proposals. Then check back every few months, since new competitors appear all the time. See how to monitor competitors.

If you'd rather not do this by hand, ScoutBrief researches the competitors for your service and area and suggests how to stand out. Start with the free no-signup snapshot.

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Looking for advice for your trade? Competitor analysis by industry →

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