"Should I focus on Upwork or LinkedIn for my agency?"
If you're asking this question, you're not alone. As an agency owner, your time is finite, and deciding where to invest it is critical.
I've consulted dozens of agencies transitioning from Upwork to LinkedIn. The pattern is clear: those who make the switch strategically see higher-quality clients, better rates, and more sustainable growth.
But this isn't a simple "LinkedIn good, Upwork bad" story. The reality is more nuanced, and what works depends on your specific situation.
Let's break down both platforms objectively:
The Upwork Reality for Agency Owners in 2025
Upwork remains a massive marketplace with millions of clients. But for agencies specifically, several challenges have emerged:
The Good
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Immediate opportunity: Projects are actively looking for providers right now
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Built-in payment protection: Escrow and payment management reduce collection headaches
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Discovery potential: New agencies can be found without an existing network
The Problematic
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Race to the bottom pricing: The platform incentivizes competing on price over value
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Dependency on the algorithm: Your visibility is controlled by Upwork's opaque system
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Growing fees: 20% on the first $500 with each client, 10% up to $10,000, then 5% thereafter
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Intense competition: As more global talent enters, standing out becomes increasingly difficult
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Seasonal fluctuations: Many agencies report dramatic ups and downs throughout the year
One agency owner I worked with was spending over $5,000 monthly on Upwork connects, plus another $3,000-5,000 on their business development team. Despite this investment, leads remained inconsistent and profit margins thin.
The LinkedIn Advantage for Agency Owners
LinkedIn operates fundamentally differently-it's about building relationships first, transactions second.
The Good
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Zero platform fees: Keep 100% of what you earn
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Brand ownership: You build an asset you control (your personal brand)
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Higher-quality leads: Decision-makers actively use the platform
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Relationship-based: Focuses on long-term connections over transactional projects
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Inbound potential: With consistent content, clients come to you rather than you chasing them
The Challenging
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Requires consistency: Results typically take 3-6 months of regular posting
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Content creation time: Without the right tools, content creation can become a second job
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No built-in project management: You handle contracts, communication, and payments
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Building network takes time: Unlike Upwork, you start with zero visibility
The same agency that spent $8,000+ monthly on Upwork cut their business development costs to $2,000 after switching to LinkedIn. More importantly, the quality of their leads improved dramatically.
Which Platform Is Right for Your Agency?
The answer depends on your specific situation. This detailed comparison will help you make the right choice based on your agency's current position and goals:
Choose Upwork If:
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You're just starting out with zero network or portfolio
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You need immediate cash flow (even at lower margins)
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Your services are commoditized and easily defined
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You lack bandwidth for content creation
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You prefer project-based work over retainers
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You want built-in payment protection
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You're still defining your service offerings
Choose LinkedIn If:
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You can invest 3-6 months in relationship building
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You want higher-margin clients and longer engagements
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You have (or can develop) thought leadership in your niche
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You're willing to create consistent content (with or without tools to help)
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You prefer retainer-based relationships over project work
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You want to build a personal brand alongside your agency
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You're looking to establish authority in your industry
Why Most Agencies Are Shifting to LinkedIn
Three key advantages make LinkedIn increasingly attractive for agencies in 2025:
1. Content Compounds Over Time
Unlike Upwork bids that disappear into the void, LinkedIn content continues working for you. Posts from 6-12 months ago can still generate inbound inquiries.
An agency I consulted with published a detailed case study that continued generating 1-3 quality leads monthly for over a year-with zero additional effort after publishing.
2. Higher Client Value Perception
Clients who find you through thought leadership content already perceive you as an authority. This eliminates the "prove yourself" hurdle that dominates Upwork interactions.
As one agency owner told me: "Upwork clients questioned everything and haggled over every hour. LinkedIn clients ask how soon we can start and if we have capacity for more work."
3. Multi-Channel Amplification
LinkedIn content can be repurposed across other channels, multiplying your reach. Your Upwork proposal disappears if you don't win the bid.
The Hybrid Approach: Smart Agencies Use Both
Rather than an either/or decision, consider a strategic hybrid approach:
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Use Upwork strategically for quick cash flow and to fill gaps in your project pipeline
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Build your LinkedIn presence for long-term, higher-value client relationships
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Leverage Upwork success stories as content for your LinkedIn strategy
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Connect with good Upwork clients on LinkedIn to develop relationships outside the platform
The Real Obstacle: Creating Consistent LinkedIn Content
The biggest barrier to LinkedIn success for agency owners isn't strategy-it's execution. Specifically, creating consistent, high-quality content that:
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Positions you as a thought leader
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Speaks directly to your ideal clients' pain points
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Doesn't consume hours of your limited time
According to a 2024 survey of agency owners, the average time spent creating a single LinkedIn post is 45-60 minutes. Posting just 3 times weekly adds up to 9-12 hours monthly-time most agency owners simply don't have.
This time investment becomes the primary reason many return to Upwork despite lower margins and platform fees.
Three Options for Consistent LinkedIn Content
Option 1: DIY (8-12 hours per month)
Create everything yourself. Block time each week specifically for content creation.
Pros: Complete control, authentic voice Cons: Time-intensive, easy to deprioritize, challenging to maintain
Option 2: Hire a Ghostwriter ($2,000-5,000/month)
Outsource content creation to a specialized writer.
Pros: Saves time, professional quality Cons: Expensive, finding someone who captures your voice is difficult, management overhead
Option 3: AI-Powered Content Systems ($20-100/month)
Use specialized tools designed for LinkedIn content.
Pros: 80% time reduction, consistent posting, affordable Cons: Requires some customization to match your voice, still needs your expertise
The ROI Calculation That Makes LinkedIn Worth It
Let's do some simple math:
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Average agency project value: $10,000
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Upwork fee (10% average): $1,000
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LinkedIn platform fee: $0
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Net difference per project: $1,000
If LinkedIn helps you win just one additional project per month compared to Upwork, that's $12,000 in additional annual revenue-far outweighing the time or tool investment needed for LinkedIn content.
And this doesn't account for the higher rates you can typically command through direct relationships versus marketplace pricing.
Making the Transition: A 90-Day Plan
If you're convinced LinkedIn deserves your attention, here's a practical 90-day transition plan:
Days 1-30: Foundation Building
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Optimize your LinkedIn profile for your target clients (not recruiters)
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Define 2-3 content themes based on your expertise
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Create a simple content calendar (aim for 2-3 posts weekly)
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Continue Upwork as your primary lead source
Days 31-60: Content Momentum
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Increase posting consistency (3+ times weekly)
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Start engaging daily with potential clients' content
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Begin direct outreach to 5-10 ideal connections daily
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Reduce time on Upwork by 25%
Days 61-90: Lead Generation Focus
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Add call-to-actions to your highest-performing content
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Create 1-2 detailed case studies showcasing results
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Implement a connection request system (15 minutes daily)
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Evaluate results and adjust strategy
The Agency Owner's Decision Framework
When deciding between platforms, ask yourself:
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Do I need clients immediately, or can I invest in long-term relationships?
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Am I selling a commodity service or specialized expertise?
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Do I have 3-6 months to build a pipeline, or do I need revenue now?
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Can I create content consistently, or do I need tools to help?
Frequently Asked Questions
How long does it typically take to get the first client on LinkedIn vs. Upwork?
On Upwork, you can typically land your first client within 1-2 weeks if you're actively bidding on projects. On LinkedIn, the timeline is longer-usually 1-3 months of consistent content and engagement before you start seeing inbound inquiries. The key difference is that LinkedIn leads tend to be higher quality and value, making the longer timeline worthwhile for many agencies.
Can I use both platforms simultaneously?
Absolutely! Many successful agencies use a hybrid approach, especially during the transition period. Upwork can provide short-term cash flow while you build your LinkedIn presence. Just be careful not to spread yourself too thin-each platform requires different strategies and time investments.
How much time should I allocate to LinkedIn content creation?
For meaningful results, aim for 3-5 posts weekly, which typically requires 3-5 hours per week without specialized tools. However, with AI-powered content tools like LiGo, most agency owners can reduce this to 30-60 minutes weekly while maintaining quality and consistency.
What type of content performs best on LinkedIn for agency owners?
Content that demonstrates your expertise through specific case studies, industry insights, and practical advice consistently outperforms generic motivational content. The most successful agency owners on LinkedIn share authentic stories about client challenges they've solved, specific processes they use, and actionable frameworks their audience can apply.
Will my Upwork clients find out if I connect with them on LinkedIn?
No, Upwork has no way of tracking your LinkedIn connections. However, be aware that Upwork's terms of service prohibit circumventing their platform for payments with clients you met there for 2 years. Many agencies build relationships on both platforms, eventually transitioning clients to direct relationships after the Upwork contractual period ends.
How do I measure ROI from LinkedIn content vs. Upwork proposals?
For Upwork, track: proposal conversion rate, average project value, and time spent per successful proposal. For LinkedIn, monitor: content engagement rate, connection request acceptance rate, inbound inquiry rate, and client acquisition cost. The most important metric is Customer Lifetime Value (CLV), which tends to be significantly higher for LinkedIn-sourced clients.
What's the biggest mistake agencies make when trying LinkedIn?
Inconsistency. Many agencies post sporadically for a few weeks, see minimal results, and give up. LinkedIn's algorithm rewards consistency above all else. The second biggest mistake is creating generic content rather than speaking directly to your ideal clients' specific pain points and challenges.
Conclusion: It's About Control
The fundamental difference between these platforms is control:
Upwork controls your visibility, client relationships, and takes a percentage of your revenue.
LinkedIn gives you control of your brand, direct client relationships, and 100% of your revenue-but requires consistent effort.
Most successful agencies eventually transition from Upwork to LinkedIn as they grow, using the former for short-term cash flow while building the latter for sustainable growth.
The agencies that struggle are those caught in the middle-not fully committed to either platform's success requirements.
Which platform will you choose?
