Freelancing offers freedom and flexibility, but it also demands careful choices. As a freelancer, contractor or portfolio professional, you bid for roles in the hope of being chosen. But it’s just as important that you are also choosing your work and your clients with care, because those choices can shape your finances, job satisfaction and professional growth.

To find out which characteristics the self-employed value most in a potential assignment, we surveyed a nationally representative sample of solo self-employed professionals*, asking them to choose their top three. The results point to an interesting mix practical and personal considerations – here’s what we found.

Unsurprisingly, topping the list of most important considerations for the self-employed when choosing a client was the rate of pay, which was ranked in the top three by nearly a third (32%) of the self-employed. But this was closely followed by the speed and reliability of payment, which was highlighted by 29% of freelancers.

It’s easy to underestimate how critical payment punctuality is, especially if you’re yet to make the move into self-employment. Without a fixed payday, freelancers often juggle multiple clients and invoices at a time, and just one late payment by a client can cause a cascade of problems. Disrupted cash flow, delaying spending, and potentially falling into debt or arrears for your own bills. 

A client who consistently pays on time signals not only professionalism, but also respect for the freelancer’s time and effort, laying the groundwork for mutual trust and repeat engagements.

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Flexibility is increasingly important for freelancers when choosing clients. Around one in five (19%) highlighted the value of having control over how and where they work. 

Remote working enables freelancers to juggle multiple projects, reduce commuting time, and maintain a better work-life balance - factors that can make a client far more attractive even when other conditions, like pay rates, are equal.

The ability to set their own schedules also plays a role. Freelancers often prioritise assignments that let them work during their most productive hours, rather than being constrained by rigid office hours. This autonomy doesn’t just benefit the freelancer - it can improve output quality and efficiency, making flexible clients more likely to secure repeat collaborations.

Combined, remote working and schedule flexibility feed into long-term engagement. Freelancers are more likely to maintain ongoing relationships with clients who respect their professional autonomy, and put trust before presenteeism.

Speaking of repeat engagements, the second most popular factor when choosing a client was their previous experiences with them, which was highlighted by 26% of respondents. 

There’s nothing freelancers like more than a good repeat customer or client. Prior experience is the clearest indicator of what to expect in terms of deadlines, communication, and the overall working dynamic.

Similarly, recommendations or referrals by people in their networks – selected by 13% – serve a similar purpose, helping freelancers to evaluate potential clients before committing, especially in sectors where networks are tight-knit and reputations travel fast.

Head to our Advice centre for tips on how to get more clients as a self-employed, freelance or portfolio professional.

If being self-employed is about anything, it’s about the freedom to focus on doing work you enjoy, or which is creatively and intellectually stimulating. At the very least, it should be work you know you’re good at.

The alignment of a project with a freelancer’s own skills or interests was cited by 22% of the self-employed as a key factor in choosing a client, suggesting that freelancers seek work that engages them creatively or matches their expertise.

Less commonly cited, but still influential, are ethical alignment and shared values, chosen by 8% of respondents. These factors matter particularly to freelancers who are selective about the organisations they associate with, or who wish to prioritise socially responsible work, perhaps as part of their own personal brand.

This has bigger implications than just keeping the freelancer happy. We all work at our best when the task at hand gives you a chance to show your quality. Playing to your own strengths means more high-quality work for clients, and better highlights for your portfolio.

Communication style and responsiveness also featured prominently, with 17% of freelancers noting it as a deciding factor. Freelancers value clients who can provide clear briefs, timely feedback, and an approachable point of contact. Ineffective communication can frustrate freelancers and cause unnecessary stress, especially on projects with tight deadlines or complex requirements. 

Similarly, 14% of freelancers emphasised opportunities for long-term collaboration. Stable relationships offer mutual benefits: freelancers gain predictable income streams, while clients cultivate a pool of skilled freelancers who already understand their brand and workflow.

Taken together, these results illustrate a complex balancing act for self-employed professionals and their clients. Freelancers weigh immediate practical needs – like prompt payment – against relational factors such as communication, referrals, and past experience. 

At the same time, they also factor in personal and professional fulfilment, evaluating how well a project matches their skills, interests, and values. Overall, it shows that freelancing is about more than completing assignments, but shaping a career that instils feeling of integrity and self-esteem.

For clients looking to attract top freelance talent, the implications are clear. Paying promptly, maintaining open and responsive communication, and fostering positive experiences will make them more appealing. Building a reputation through referrals and repeat engagements reinforces trust and reduces perceived risk.

Money is crucial, but the most compelling clients are those who also offer reliability and respect. Clients who understand and respond to these priorities are more likely to keep highly skilled and motivated freelancers on their books; the kind of freelancers who not only deliver projects successfully, but who leave clients with the tools to carry on succeeding after they’ve left.

*Methodology

This research was conducted by YouGov on behalf of IPSE. A total of 1,043 self-employed individuals participated in the study. Fieldwork was carried out online between 19 September and 13 October 2025. The results have been weighted by age, location, gender, operating status and industry to ensure they are nationally representative of the UK’s self-employed population aged 16 and over.