Your portfolio is often the deciding factor in whether you get hired. Clients want to see that you can do the work before they commit.
A strong portfolio compensates for lack of formal credentials. A weak portfolio undermines even impressive CVs.
Portfolios defined
Your portfolio is a curated collection of your work, designed to be easily shared with potential clients and employers. Your portfolio should demonstrate your skills and highlight your effectiveness.
Quality over quantity. 6-10 strong pieces are better than 30 mediocre ones.
Create spec work. Rewrite weak examples you find online, or create pieces for imaginary clients. Treat the spec project as if it were real: start with a clear brief, define objectives, and explain your strategic thinking. Clearly label these pieces as spec work.
Results matter
If your work achieved measurable results (increased conversions, more sign-ups, awards), highlight them. Numbers make your work tangible.
You need your work accessible in multiple formats:
A dedicated portfolio site is widely regarded as the professional standard. It doesn’t need to be complex; a clean, simple site with your work and contact details is sufficient.
A downloadable PDF is useful for sending with proposals or pitches. Keep it under 10 pages and include your strongest pieces.
Authory is one example of a portfolio web app that gives you a flexible way to manage your portfolio.
Use the Featured section to showcase key pieces. Many clients will check your LinkedIn before your website.
Don’t just show the copy; show the thinking:
Who was the client? What was the goal? What problem were you solving?
Why did you take this approach? What audience insights informed the work?
Show the finished work clearly. For web pages, consider screenshots of the live site as well as the copy itself.
Did it work? What was the outcome? Even qualitative feedback (“client loved it”) is better than nothing.
If you worked in a team, be clear about what you contributed. Don’t claim credit for others’ work.
Some clients don’t allow you to share work publicly:
Some contracts prohibit portfolio use entirely. Build this into your terms. Most clients will agree to portfolio rights even if they want sign-off first.
Respect confidentiality
If you’ve agreed not to share work, don’t share it. Breaking confidentiality damages your reputation and could have legal consequences.
A stale portfolio undermines your credibility:
Your portfolio should evolve with your career. Early work might be replaced by better examples. Specialist portfolios might develop as you niche down.
Your portfolio is your most powerful selling tool. Invest time in making it strong, keep it current, and present your work in a way that shows both the craft and the thinking.
Remember: clients are hiring you for your judgement, strategy and skills, not just your writing. Your portfolio should demonstrate all facets of your expertise.