Building Your Portfolio
How to create a portfolio that demonstrates your skills and wins you work.
Key points
- Quality beats quantity – showcase your best work
- Show the thinking, not just the writing
- Include results where possible
- Make it easy for potential clients to contact you
Why your portfolio matters
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.
What clients look for:
- Evidence you can write well
- Relevant experience (similar industries or formats)
- Understanding of marketing and strategy
- Professional presentation
A strong portfolio compensates for lack of formal credentials. A weak portfolio undermines even impressive CVs.
What to include
Quality over quantity. 6-10 strong pieces are better than 30 mediocre ones.
Essential elements:
- Variety of formats – web copy, emails, ads, brochures
- Range of clients/sectors – show versatility
- Your best work – be ruthless about editing
For each piece, show:
- The brief or challenge
- Your approach
- The finished work
- Results (if available)
No real work yet?
Create spec work – rewrite weak examples you find online, or create pieces for imaginary clients. Clearly label them as spec work.
Results matter
If your work achieved measurable results (increased conversions, more sign-ups, awards), highlight them. Numbers make your work tangible.
Portfolio formats
You need your work accessible in multiple formats:
Website
A dedicated portfolio site is the professional standard. It doesn’t need to be complex – a clean, simple site with your work and contact details is sufficient.
- Your own domain looks more professional
- Simple website builders (Squarespace, Webflow) work well
- Make sure it’s mobile-friendly
PDF portfolio
A downloadable PDF is useful for sending with proposals or pitches. Keep it under 10 pages and include your strongest pieces.
Use the Featured section to showcase key pieces. Many clients will check your LinkedIn before your website.
Presenting your work
Don’t just show the copy – show the thinking:
Context
Who was the client? What was the goal? What problem were you solving?
Strategy
Why did you take this approach? What audience insights informed the work?
Execution
Show the finished work clearly. For web pages, consider screenshots of the live site as well as the copy itself.
Results
Did it work? What was the outcome? Even qualitative feedback (“client loved it”) is better than nothing.
Your role
If you worked in a team, be clear about what you contributed. Don’t claim credit for others’ work.
Handling confidential work
Some clients don’t allow you to share work publicly:
Options:
- Ask permission – many clients will agree if asked
- Anonymise – remove client name but keep the work
- Password protect – show case studies on request only
- Describe without showing – explain the project without the actual copy
Check your contracts
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.
Keeping your portfolio updated
A stale portfolio undermines your credibility:
- Review quarterly – is your best work represented?
- Remove old work – if it no longer represents your standard
- Add new projects – keep the portfolio current
- Check all links work – especially for live web projects
As you develop:
Your portfolio should evolve with your career. Early work might be replaced by better examples. Specialist portfolios might develop as you niche down.
Summary
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 and skills, not just your typing. Your portfolio should demonstrate both.