For freelancers in Kenya, especially those starting out, the journey isn’t exactly a walk in Uhuru Park. You’ve set up your Upwork profile, joined a couple of freelance WhatsApp and Facebook groups, attended Ajira webinars, and even tried your luck on Fiverr. Still, weeks go by, and your inbox remains eerily quiet, aside from newsletters from that prosperity gospel guru you subscribed to or spam from some dodgy crypto guy. Sound familiar?
If you are freelancing in Kenya and things aren’t quite clicking the way you imagined, don’t beat yourself up. You’re not lazy, untalented, or doomed to failure. The truth is, freelancers in Kenya are making a few common missteps, some of which could be holding you back from growth, better-paying gigs, and the glamorous freelance life flaunted online.
This blog is not here to scold or shame you. After all, even the pros (yes, the ones now charging Ksh 50/word and getting retainer clients abroad) have been there. That season where every effort seems to fall flat is part of the story, but you don’t have to get stuck. This is me holding up a mirror (with lots of love) to unpack the blind spots and how to flip the script and build the freelance career you desire.
1. Over-Reliance on Upwork and Fiverr
We get it. When you think of legit online jobs in Kenya, the first thing that pops into your head is probably Upwork or Fiverr. And sure, those platforms are popular, international, and have opportunities. But here’s the catch: everyone else is there too. Yeah, the competition is mad. You’re not just up against fellow Kenyans; you’re battling it out with seasoned freelancers from all over the world, some willing to charge peanuts to get a job.
You’re chasing global gigs where you’re undervalued and outbid over and over. You end up spending hours applying for jobs and getting ghosted, or worse, underpaid.
What to do instead:
Use those platforms as a start, but don’t build your entire hustle around them. Build an inbound system: create a simple portfolio website (even a free one on Carrd or WordPress), optimize your LinkedIn profile, and use cold outreach to pitch Kenyan businesses.
You’ll find clients who are willing to pay better, respect your work, and value relationships over the cheapest rates. Tap into local and regional networks, too—you’d be surprised how many SACCOs, real estate firms, NGOs, and startups in Kenya need freelance help.
2. Weak or Non-Existent Personal Branding
Quick question: If a potential client Googled your name today, what would they find? A sharp LinkedIn profile? A personal website? Or just your last Facebook post ranting about KUCCPS delays?
Far too many freelancers in Kenya still operate entirely on WhatsApp, Telegram, or random PDFs. No online footprint, no brand, no trust. It’s hard to trust someone with your business if they feel like a ghost online. Personal branding is not vanity; it’s your credibility.
What to do instead:
You don’t need a billboard in Westlands to build a personal brand. A clean LinkedIn profile that reads like a professional service provider (enter a strong bio, a few testimonials, and content showing your expertise) can go a long way. Create a freelancing portfolio (even if it’s made of self-initiated or sample projects), use a professional email, and consider sharing useful posts in your niche. In fewer words, let people know what you do, who you help, and how to reach you.
3. Offering Everything Under the Sun
“I do transcription, SEO, social media, virtual assistant, copywriting, data entry, blogging, YouTube thumbnails, design, and also bake cakes.” Okay, maybe not the last one, but you get the point.
Too many freelancers in Kenya are trying to be everything to everyone, partly out of necessity, partly out of fear of missing opportunities. But clients don’t want jacks of all trades; they want experts in something.
What to do instead:
Pick a niche, or, at the very least, a focus. You can be a transcription pro who specializes in academic interviews or a designer who helps Kenyan SMEs stand out on Instagram. Ask yourself: what problem do I solve best? Then build your brand around that. By niching down, you reduce competition, raise your value, and become memorable.
Freelancers in Kenya can still offer multiple services, but only when they package them in a manner that shows strategy and clarity. For example, “I help real estate brands in Kenya get found online through SEO and blog content.” That’s how focus + clarity = trust.
4. Stagnant Skills = Stagnant Rates
You learned copywriting in 2020. Congrats. But have you learned how to write content that converts in 2025? Or how to audit SEO like a pro? Or how to use ChatGPT effectively? You’re probably stuck at beginner level and still wondering why better-paying gigs aren’t coming your way. Clients don’t pay high rates for basic skills, remember.
What to do instead:
Pick one area of growth per quarter. Maybe this month you master SEO audits or project management tools, next month you learn AI-enhanced writing, conversion optimization, or email marketing. Even five hours a week adds up.
But where do you get the training? Enroll in affordable online courses in Kenya from platforms like Coursera, Google Digital Skills, or Udemy. Even Alison has solid options that will upgrade your skills without draining your wallet. Of course, you don’t need to spend a fortune on training. What the freelancing world wants from you is consistency.
5. Poor Communication Habits
Some people miss out on life-changing freelancing opportunities in Kenya and lose good clients, not because they’re bad at the job, but because they’re poor at communication.
Think about it: You finally get a client, but then…you forget to follow up. Or you reply to emails with one-word answers or too casually. Maybe you ghost them for two days because “you were too busy.” That’s how gigs disappear fast. Poor client communication will silently kill your business.
What to do instead:
Professional doesn’t mean robotic. It means responsive, polite, and proactive. Use tools like Trello, Notion, or even Google Docs to stay organized. Say when you’ll deliver, and please deliver then. If there’s a delay, communicate. You’d be shocked how many clients are okay with delays… if only you keep them in the loop. That way, you build long-term relationships and drive referrals your way.
6. Underestimating the Local Market
Many freelancers in Kenya tend to chase gigs in the US, UK, or Canada while ignoring the shillings right next door. But guess what? SACCOs want social media managers. Real estate agents need blog posts and optimized listings. Small businesses need SEO audits and e-commerce help. In other words, there’s a growing demand for online services right here.
What to do instead:
Start local, where competition is less stiff and the path to trust is faster. You could offer SEO audits to local businesses, pitch social media services to neighborhood boutiques, or help SACCOs revamp their blog content. These clients may not pay $1,000 per project, but they’re more accessible and less saturated than the global pool. Plus, many pay through M-Pesa—instant, secure, familiar, and no currency conversion headaches or unexplained account limitations by PayPal.
Bonus: Stop Underpricing Yourself
Ksh 600 for a 1,000-word article? No. A big “No!!
One of the biggest traps Kenyan freelancers, especially students, fall into is undercharging. You land your first gig on a Facebook group, and the client offers Ksh 500 for an entire blog post. You say yes because you’re eager to build a portfolio, or maybe because 500 bob sounds better than nothing.
But here’s the problem: when freelancing jobs in Kenya for beginners start becoming synonymous with “almost free labor,” it hurts everyone, yourself included.
Yes, starting out might mean lower rates as you learn the ropes, but there’s a difference between entry-level and exploitation. Your time, effort, and late-night Googling how to design a landing page using Canva—they all count. Charge rates that reflect your value and allow you to thrive, even as you grow. And if a client won’t pay that? It’s okay to walk away.
Your Next Move?
Freelancing in Kenya works. Whether you specialize in SEO, virtual assistance, online reselling, transcription, dropshipping, or copywriting, there’s room to make real money online. However, building a sustainable freelance career means going beyond quick wins. It’s about making smart moves and steering clear of the common traps that hold many peers back.
Take a moment to audit your journey. Are you building a brand or only chasing gigs? Are you learning, growing, and adapting? Or just hoping something will click? Specialize. Communicate better. Take a peek into the African market. And for the love of your rates, keep learning.
If this post hit home, don’t stop here. Check out our other blogs oozing tips, tools, and strategies to help you thrive in freelancing as a Kenyan. See you there!
Ezekiel Maina is the brains behind ContentGenics, where he pairs creativity and strategy to craft B2B and B2C content that real people love to read. He has written for brands like House Digest, iFoundries, Harmony Home Medical, Postaga, and BeamJobs, and covered topics like home improvement, real estate, freelancing, digital marketing, career growth, food & travel, automotive, durable medical equipment (DME), and Cannabis. By day, he’s crafting content, catching up with clients from his home office, lost in a good book, or occasionally chasing nature and greenery in another county. By late evening, he’s typically deep in a documentary rabbit hole on Netflix or YouTube.
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