1. Set up Upwork profile
🎥 Video lesson — video not yet migrated (source Skool video id:
2bd4f6a812e74beebb9782fc322f488c).
Now that we covered confidence and social proof yesterday — and hopefully, you’ve started building your first few proof points or statements — it’s time to put them to use.
Today, we’re going to set up your Upwork profile, which is one of the simplest and most effective ways to get your first clients.
Upwork is a massive freelance marketplace where businesses post jobs and freelancers or agencies bid to complete them. Billions of dollars move through the platform every year — and unlike other lead generation channels, Upwork is full of people who are already looking to hire.
My co-founder Nick, who is running this community with me, has earned over $400,000 on Upwork. So even though I’m the face you see in these videos, he also contributed all of his personal experience and insights from working on the platform while we were preparing this lesson.
Personally, I focused on content creation and built an inbound system that brought in more leads than we could handle — so I never needed to rely on Upwork myself.
But over the past year, working with hundreds of students, I’ve seen the pattern:
Upwork is the fastest and most predictable way to get your first clients, especially when you’re just starting. That’s why we made it one of the core focuses of this program.
At first, I considered bringing in an external “Upwork expert.” But after reviewing the top courses and masterclasses out there, I realized something — there’s no secret formula. The platform is simple. What separates successful freelancers from the rest is execution, consistency, and focus over time.
So instead of just explaining it, I’ll be doing this with you.
I’ve created a brand new Upwork account from scratch, and I’ll set it up alongside you, apply for jobs, and post updates in our accountability thread.
This is what our community is about — doing it together, staying consistent and accountable, and proving that this system still works today for the AI automation niche, not just years ago for generic freelancers.
The Opportunity
Let’s be honest — Upwork gets a bad rep.
You’ll hear freelancers complain about “low-ball clients,” the 10% fees, and race-to-the-bottom pricing. But those complaints usually come from people who don’t understand positioning, copywriting, or the psychology of how Upwork actually works.
Here’s the truth:
Upwork is one of the most efficient client acquisition channels for anyone starting an AI or automation agency.
Why?
Because everyone posting a job there has already made two key decisions:
1️⃣ They’ve realized they have a problem.
2️⃣ They’re ready to pay someone to solve it.
That alone puts them miles ahead of the leads you’ll find through cold outreach — where you still have to convince people that a problem even exists.
Cold Outreach vs Upwork
Before we dive into Upwork specifics, let’s compare it to other ways of finding clients — and for this, let’s use a fun analogy.
Think of getting clients like dating.
Cold Outreach – Talking to Strangers
Cold outreach is like walking up to strangers on the street.
They didn’t ask to talk, so you need to make them aware of their problem, explain the solution, and prove you’re the right fit.
It’s harder to start conversations — but you can automate and scale it. Once your message and audience click, tools can send thousands of emails for you, making it great for testing ideas or scaling fast.
Upwork – Dating App Conversations
Upwork is like meeting people on a dating app.
Everyone’s there because they want to find someone — they already know their problem and the kind of solution they need. Your job is simply to stand out as the best match.
The Math Behind Upwork
Upwork takes a 10% fee from each job. That might sound annoying, but in reality, it’s a bargain.
That 10% includes payment processing (normally ~3%), escrow protection, and access to a marketplace full of pre-qualified leads. If you compare that to other acquisition costs like ads or outbound campaigns, you’re really paying around 5% for marketing — which is incredibly cheap.
In short:
You only pay when you get paid.
There’s no easier or more affordable way to find clients ready to buy today.
Your Task: Build a Profile That Stands Out
At this point, the game isn’t about explaining problems or solutions.
Every client on Upwork already knows what they need — they’re just choosing who to trust.
So your goal is simple: make your profile look more trustworthy, more experienced, and more interesting than 95% of others.
Let’s go through how to do that.
*Before You Start: Account Setup
Upwork is well-designed and easy to use.
If you’re new — sign up. If you already have an old account — use it. Don’t create duplicates (Upwork can ban you for that).
When registering, select a major city in your country (e.g., Paris, London). You’ll need to verify your ID, so your country must match your documents — and note, you can’t change the city later.
Finally, verify your account — it builds trust and helps your profile rank higher.
1. Profile Copy (Your Most Important Lever)
Your profile copy is your biggest weapon on Upwork — especially the first 100 characters.
That’s what clients see when scrolling through hundreds of profiles, so your opening line has to stand out immediately.
Most freelancers fill this space with vague fluff like “I’m skilled in automation and AI.”
That doesn’t build trust. If you’re new to Upwork and have $0 earned, clients see you as an unknown — they’re taking a risk by hiring you.
So your goal is simple: minimize perceived risk and maximize trust.
How to Think About Your Profile Copy
I’ve analyzed some of the top earners on Upwork, and at the bottom of this lesson you’ll find screenshots of their profiles.
They all understand one key thing — what matters most is how your profile looks from the client’s point of view.
There are three main visibility stages of your profile:
- Search Preview – This short snippet (your first 100 characters) decides whether someone clicks on your profile at all.
- Profile Preview (before “Show more”) – Once they click, clients read your first few lines to judge credibility.
- Full Profile (after “Show more”) – This is where you can expand with your story, detailed achievements, and partnerships.
So the strategy is simple: the higher you go in the funnel, the more concise and results-focused you should be.
Step 1. Start with Your Credentials and Results
Most top earners begin with credibility + measurable results + tool stack — all packed into one clear, high-impact line.
That’s your headline formula.
Think of it this way:
- Credentials: What gives you authority? (e.g., years of experience, past company, or proven expertise)
- Results: What measurable outcome do you help clients achieve?
- Tool stack: Which platforms or tools do you specialize in? (Not to show skills, but to match what clients search for.)
Example:
2+ years of AI agency experience (US, EU, Australia) — I help businesses cut costs by 20%+ through automation with n8n, Make.com, JavaScript, and AI Agents.
This first sentence checks every box:
✅ Experience (credibility)
✅ Results (measurable proof)
✅ Tools (relevance to search)
Step 2. Add Social Proof Statements
After your opening line, add short, results-driven proof statements that reinforce what you’ve done.
These can come from client work, personal projects, or even community contributions.
Example:
→ Helped Traffic Label (UK-based marketing company) generate $𝟭𝟬𝟬𝗞+/𝗺𝗼𝗻𝘁𝗵 by automating lead generation & outreach
→ Scaled my own AI agency to $𝟯𝟱𝗞/𝗺𝗼𝗻𝘁𝗵
→ Run a YouTube channel on AI automation with 𝟮𝟳,𝟱𝟬𝟬+ 𝘀𝘂𝗯𝘀𝗰𝗿𝗶𝗯𝗲𝗿𝘀
Each line should start with an action verb (“helped,” “built,” “scaled”) and end with a measurable outcome.
Step 3. Mention Your Guarantee (Optional)
Most clients already know that Upwork’s escrow protects them, but stating it still works psychologically.
Example:
🛡 My Guarantee: 100% refund if I don’t deliver as agreed.
It’s a small addition that signals confidence and professionalism.
Step 4. Add Certifications or Partnerships
Wrap up your profile summary with official credentials, partnerships, or badges that prove expertise.
Example:
I’m a verified n8n Creator and Retell AI Certified Partner, building production-ready AI workflows and voice systems.
💡 Pro Tip: Formatting on Upwork
Upwork doesn’t support Markdown directly, but you can still make your profile look professional using this formatter:
👉 https://upwork-text-formatter.netlify.app/
It allows you to easily add bold, italic, emojis, and dividers to make your profile more readable and visually structured.
Key Takeaways
✅ Keep your best case studies above the “Show more” fold.
Clients often don’t click further — make sure your most impressive results are visible upfront.
✅ Use your title strategically.
Add multiple relevant keywords like “AI Automation | Make.com | n8n | Zapier” so your profile matches more searches.
✅ Front-load credibility.
Include big names, partnerships, or unique identifiers early in your profile to create immediate trust.
✅ Always connect achievements to money.
Statements like “Helped X company generate $100K/month” are the strongest proof of value you can write.
✅ Think like a client.
When they skim profiles, they’re not looking for a “developer” — they’re looking for someone who can solve problems, reduce costs, and deliver results.
Some examples of the preview statements of the top earners in our niche:
2. Profile Picture (Small Hack, Big ROI)
Your profile photo is one of the simplest ways to instantly increase trust and clicks on Upwork. Clients decide within seconds whether you look like someone they’d want to work with — and this small visual cue can make a huge difference.
Here’s what matters most:
✅ Clean, bright, professional look.
Use a well-lit photo with a simple expression — confident but approachable. Avoid shadows or busy backgrounds.
✅ Eye-catching background color.
You can easily create one in Canva — just remove the background and replace it with a solid color (teal, cyan, or light yellow work great). It helps your photo stand out in search results.
✅ Framing and distance.
Don’t crop too close. Upwork automatically zooms in on your face in proposal lists, so keep a bit of space around your head and shoulders.
✅ Business-casual style.
You don’t need a suit — just a clean, neutral shirt or a collared top that fits your professional niche.
💡 Pro Tip:
Profiles with bright, well-framed photos are statistically more likely to be clicked and hired. This is one of those 5-minute optimizations that can genuinely improve your results.
3. Stay Online for Messages
Upwork shows a small green “Online” dot next to your name when you’re active — and that tiny indicator can boost your reply rate by 30% or more.
Keep an Upwork tab open throughout the day, or install the mobile app and check messages frequently.
If your profile appears inactive, you’ll lose visibility in search results and clients will skip you.
Low effort, big gain. Don’t skip this.
4. Your Rate
Avoid round numbers like $50/hr or $100/hr — they look arbitrary and generic.
Instead, use specific pricing like $33.40 or $71. It creates a psychological effect — clients assume the number comes from a thought-out system and see you as more professional.
Start between $30–$70/hr for your first project.
The goal is to get that first job and a review quickly — you can raise your rate afterward once you have traction.
5. Fill Everything Out
Upwork’s algorithm rewards complete profiles.
That includes your intro video, certifications, portfolio, education, and language level.
Even if you think some of these don’t matter — they do to Upwork’s ranking system.
Video
Record a quick 30-90 second intro video.
What you say in your Upwork intro video isn’t nearly as important as how you say it.
Clients mainly want to get a feel for you — whether you seem professional, easy to communicate with, and someone they’d be comfortable working with.
This is essentially what I call the “personality check”.
They’re checking: can this person communicate clearly in English, explain ideas simply, and come across as reliable?
Of course, the impression is much stronger if the video quality is good — so do your best to make it look and sound professional.
That means:
- Good lighting
- Clear audio
- Eye-level camera angle
- Clean background and a friendly, confident tone
Suggested structure for your video:
- Intro + what you do
- Credibility / social proof
- Your background & specialty
- Approach to collaboration
Keep it short (30–90 seconds). The goal isn’t to impress — it’s to reassure. If you look and sound confident, that alone puts you ahead of 90% of freelancers.
Certifications
Upwork lets you import certifications from other platforms.
While clients may not pay much attention to them, Upwork’s algorithm does — profiles with certifications tend to rank higher in search results.
A quick win is to complete a free certification from Make Academy (https://academy.make.com/) and import it to your Upwork profile.
Language
English is by far the most important language on Upwork — it directly affects both your communication with clients and your visibility in search results.
When setting your English level, you’ll see options like Conversational, Fluent, and Native or Bilingual.
Here’s the thing: based on my research of top earners and top-ranking profiles, most of them select “Native or Bilingual,” even though about 70% are clearly non-native speakers.
That’s because Upwork’s algorithm prioritizes those profiles in search results.
So this isn’t an English exam — it’s a competition for visibility. If you can communicate comfortably and clearly in English, it’s completely fine to select “Native or Bilingual.”
However, if your English level is still a work in progress, it’s better to skip adding it for now rather than underselling yourself.
Finished? Let’s Get Feedback
Before asking for feedback, take a moment to review your own profile from the client’s perspective.
Search your name on Upwork, open your profile, and look at what clients actually see in the search results and preview section. Ask yourself:
👉 Does it grab attention right away?
👉 Does it show results and credibility above the “Show More” button?
👉 Would you hire you?
Once you’ve done that, share your profile in our community for feedback.
Create a new post titled:
“Need Feedback: Upwork Profile”
Include:
- A screenshot of your profile
- A direct link to your Upwork profile
This will be a regular practice throughout the program — you’ll do the same for your Upwork proposals, email copy, and outreach messages.
Peer feedback and accountability are what make this community powerful, so make sure to participate actively.
I'll aim to personally review your profile, and other members will often leave valuable insights too. Together, we’ll make sure your profile converts.
In the next lesson, we’ll build your proposal structure, so you can start sending your first applications and talking to real clients this week.