If you’re a freelancer or a creative business owner, chances are you’ve thought about whether to focus on project-based work, aim for more retainer clients, or try a mix of both. Maybe you’re currently doing one and wondering if the grass is greener on the other side? That’s exactly what I want to dive into today. I’ve worked in both a retainer model vs. project-based clients, and I have plenty of thoughts to share—lessons I’ve learned, pros and cons, and what’s currently working for me. Let’s get into it!
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First off, happy New Year! I actually decided before the year even started that my new year would officially begin this Monday—and I’m so glad I did. January 1st just didn’t feel like the right time to kick things off, so if you’re in the same boat, consider this your encouragement: Happy New Year to you, too!
Today, I’m diving into a topic I know many freelancers and creative business owners think about: Should you focus on project-based work, pursue more retainers, or find a middle ground? What’s better? Retainer Model vs. Project-Based Work? If you’ve ever wondered whether the grass is greener on the other side, this episode is for you.
I’ve worked with both models, and I have plenty of thoughts to share—what I’ve learned, the pros and cons, and what’s currently working for me. By the end of this episode, my goal is for you to have more clarity on what might be the best fit for your business, along with some creative ways to build stability.
Project-Based Work: Pros and Cons
When it comes to a retainer model vs. project-based work, let’s start by talking about project-based work, which I don’t do as much of anymore. There are definite benefits, but I also found some drawbacks that made me shift my focus. One of the biggest challenges with project work is the constant need to sell and book new clients. You never really know what the next month’s revenue will look like.
Sure, you can offer payment plans, but personally, I didn’t love that model. When you book a big project but spread out the payments over several months, it can feel like the money takes forever to come in—especially if project work isn’t your main revenue stream but just supplements your business.
For example, if I had someone book a VIP day and they paid me $300 a month for five or six months, it never felt like a big financial win at the start because all the work was front-loaded. While stacking multiple payment plans can create some recurring revenue, there’s no guarantee that clients will always follow through on payments. That means you often start each month at zero, which can be stressful depending on your lifestyle and financial goals.
If you love marketing and consistently bringing in new business, this might not be a big deal. But for many, the unpredictability of project-based work is a major downside.
That said, project work does have some big advantages. One of the biggest is variety—you’re always working on something new, which keeps things interesting and helps prevent burnout. Early in my business, I focused mainly on wedding pros, and while I love working with them, I found myself writing the same types of content every January. There’s only so many ways to write “What to Do After You Get Engaged” before it starts to feel repetitive.
Another perk of project work is that it can be more lucrative. One-time projects often come with higher price tags because businesses are more willing to invest in a specialist for a specific need. In contrast, with retainer work, clients tend to think about long-term affordability, which can cap how much they’re willing to pay monthly. Plus, those large one-time payments can give your revenue a nice boost—whether you reinvest in your business or treat yourself to something special.
I also love the project-based model for the freedom it provides. Since projects come with fewer long-term commitments, they’re a great option for anyone looking to build a more flexible, lifestyle-focused business.
For example, if you want a slower-paced December to fully enjoy the holidays, or a laid-back summer to spend time with your kids or travel with your spouse, project-based work makes that possible. You can simply take on fewer projects during those months, book fewer weddings for 2025 to pursue other opportunities, or block off time completely if you’re a website designer. That level of control is something you don’t always get with retainers.
Honestly, as I talk through these benefits, I find myself wondering—why don’t I do more project work? And I do to some extent! But I’ve also had to find a balance between the two, and I’ll share more about that, along with the challenges I’ve faced, as we go.
Retainer Model: Pros and Cons
When it comes to a retainer model vs. project-based work, let’s talk about retainers—or, in my case, a model where most of my clients stay with me for years, working together on blogging and Pinterest every month.
The biggest benefit of retainers is predictable income. I know with reasonable certainty what I’m going to make this month, next month, and even eight months from now. Personally, I work on a month-to-month contract basis, which every business coach I’ve talked to says is insane—but I prefer it. I don’t love locking clients into six-month or year-long contracts because I know how hard that commitment can feel when you’re just getting started with a new service provider.
That said, once clients start working with us, we don’t see a high turnover rate. I truly believe we offer an incredible service, and unless something major changes—like their business scaling to the point where they bring marketing in-house—they tend to stick around. So even though I don’t require long-term contracts, my income still feels stable. In fact, it’s more likely to go up since I continue adding clients without losing many (knock on wood!).
Another thing I love about retainers is the ability to build deeper client relationships. When you work with the same people over time, you really get to know their business—their services, their freebies, their preferences, and even the small details, like how they like their content formatted. The first month or two is always a learning phase, so I love that I get to put in that work and then continue using that knowledge for years instead of just handing off a project and moving on.
If you listened to episode 55, you know one of my biggest goals this year is relationships, which is why I’ve leaned into this model even more. Another focus last year was monthly recurring revenue, so in 2024, I went all in on my retainer clients. Honestly, I don’t think I even promoted VIP days at all—even though I love them—because at the end of the day, you can’t focus on everything. Prioritizing my monthly packages was a strategic decision, and I’m so glad I did.
Another major benefit of retainers is that you spend way less time selling yourself and more time actually doing the work you love. If marketing isn’t your thing, project-based work can feel exhaustingggggg because you constantly need to book new clients. With retainers, once you’ve secured a client, you have steady, ongoing work, making it a great option if you’d rather focus on execution instead of promotion.
That said, while I’m a big fan of the retainer model, I also appreciate project-based work. I just don’t think I could run my entire business that way—especially at this stage of my life. With a toddler and all the unpredictability that comes with that, I really value stability, and retainers provide that.
But let’s be real—retainers aren’t all sunshine and roses. If they were, everyone would be doing them. One of the biggest challenges with retainers is the need for consistent output.
For example, in December, when most people want to take a break for the holidays, you can’t just disappear for three weeks—clients are counting on you to deliver the work they pay for every month. Sure, some might be okay with scaling back—maybe taking two blog posts instead of four—but other services, like Pinterest management, need to stay consistent.
I really felt this in December. Not only did I want to take a break, but my team did too, which made it extra challenging to keep up with everything. Even when you plan ahead, the reality is that with retainers, you’re committing to a steady workload, and that commitment doesn’t just disappear when life gets busy. Whether it’s the holidays, a vacation, or an unexpected event, the work still has to get done, which can sometimes be tricky to balance.
Choosing A Retainer Model vs. Project-Based Work
I hope this breakdown of the retainer model vs. project-based work gave you some insight into the pros and cons of each. Now, I want to share what I’ve found to be the best of both worlds—not as a sole business model, but as a way to balance stability with flexibility.
One of the biggest things I miss about project-based work is the influx of cash. However, managing clients—especially as my list grows—is a lot. Right now, we’re working with 34 incredible small businesses, and keeping track of all their unique preferences is no small task. One client loves the em dash, another avoids it. One wants Pro Tip bolded, another prefers italics or even all caps. Every little detail matters, and we have systems in place to keep track of it all.
That’s why, when it comes to one-off projects, I’m mindful about how much I take on. While I love variety, constantly onboarding new clients and learning the ins and outs of their businesses isn’t always sustainable. Instead, I’ve found a way to incorporate projects in a way that complements my retainer work—without overwhelming my capacity.
White Labeling as a Middle Between a Retainer Model vs. Project-Based Work
One of the ways I’ve found to add a little extra income—without overwhelming myself with new clients—is through white-label work.
So what exactly is white labeling? Well, I probably should’ve looked up the official definition, but in my case, it means other service providers hire me to do work for their clients. I do the work, but I’m not the one communicating with the client, and I don’t get public credit for it. Because I’m not responsible for client management or finding the clients myself, I charge a lower fee—but it still provides a great income boost while keeping my workload manageable.
For me, the biggest benefit is that it offers the stability of a retainer without the extra effort of managing multiple client relationships. Instead of keeping track of preferences for dozens of individual clients, I’m only communicating with one person—someone who consistently brings me projects. And, since they already value my work, I don’t have to spend as much time marketing or selling myself.
I also love that white-label work allows me to work independently, which is my favorite way to work. I wouldn’t call myself the most collaborative person—not in a bad way! But I know my strengths, and I prefer projects that don’t involve endless back-and-forth. My clients seem to appreciate that too.
Here are a couple of examples of how this works for me:
- I collaborate with a designer who includes website copy in her packages. I write the copy, but she presents it to her clients however she chooses. Whether she credits me or not is totally up to her—honestly, I don’t mind either way. I’ve never been someone who needs public recognition for my work. Of course, I love when clients shout me out or refer me, but I don’t require it.
- I also work with a copywriter who outsources blog writing to me. She handles strategy, sales pages, website copy, and client communication, then hands off batches of blog posts for me to write. Since I only work directly with her, we have a great workflow without the added complexity of managing multiple client relationships.
For me, white-label work is the perfect middle ground. It gives me additional income without adding more clients to my roster. If you’re a website designer or copywriter looking for a collaborator in this way, definitely reach out—I’d love to connect!
This is what’s working for me right now, and I hope sharing this helps you think about how to structure your business in a way that makes sense for you.
The Problem With Balancing a Retainer Model vs. Project-Based Work
One downside I want to mention—especially if you’re balancing both project-based and retainer work—is that long-term clients naturally take priority. Retainers provide stable, recurring income, so when you’re juggling both, it’s easy to focus on them first.
This can sometimes leave project-based clients feeling like they’re on the back burner—not intentionally, of course, but it happens. And honestly, they may not even realize it. But as a business owner, it’s something to be mindful of. It’s so easy to take on a new project without fully checking your schedule, only to realize later that you’re stretched too thin. Finding that balance can be tricky, and it’s something I’ve had to learn along the way.
Choosing Between a Retainer Model vs. Project-Based Work
Ultimately, I hope this episode has helped you weigh the pros and cons of project-based work versus retainers and consider what might be the best fit for you this year. There’s no one-size-fits-all approach, but here are a few takeaways:
- If you love variety and creative freedom, project-based work might be your best path.
- If you prefer stability and long-term relationships, retainer work could be a better fit.
- If you want a balance of both, you might focus on retainers while incorporating white-label partnerships or select project work for an added creative outlet.
The beauty of freelancing and creative business ownership is that you get to design your business in a way that works for you. You can test things out, mix and match, and adjust as you go. I know I’ve done that plenty of times!
That’s all for today—thank you so much for listening. I truly appreciate you being here. If you have thoughts on this topic, I’d love to hear them! Send me a DM and let me know what you would add to the discussion. I’m happy to share insights from others who are navigating the same choices.
I have a feeling this is a topic more people are interested in than I even realized, so who knows—maybe we’ll do more episodes diving deeper into how to make these business models work. But for now, this was just a little brain dump from my mind to yours.
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