Learn how to Create a Writing Portfolio That Purchasers Love


Most freelance job posts obtain a whole lot of functions. 

As somebody who has employed freelance writers and sifted by way of a whole lot of functions, I can let you know that I rapidly weed out those that don’t present a easy technique for me to rapidly assess their writing talents.

Whereas I don’t anticipate freelance writers to have a flowery web site, I totally recognize a author who makes it simple to rapidly view related writing samples and perceive the worth they provide.

After viewing hundreds of author portfolios, I’ll share what I search for in a writing portfolio once I’m hiring freelancers and supply a step-by-step course of that will help you create a writing portfolio that can win shoppers. I’ll additionally present some writing portfolio examples to offer you additional inspiration.

What Hiring Managers Need In a Freelance Writing Portfolio

Hiring managers are strapped for time and wish to rent a author rapidly. 

They don’t care about portfolio design, your profile picture, or different presentation particulars. 

They actually simply wish to see if you’re the correct match for his or her job

So as an alternative of stressing about particulars like design colours, optimize your writing portfolio to obviously reply the next questions: 

  • Does this individual supply the companies I’m searching for?
  • Does this individual have the writing abilities I’m searching for?
  • Has this individual carried out comparable jobs up to now in comparable industries/niches?
  • Is that this individual dependable (e.g., adheres to deadlines, constantly delivers outcomes, and so forth.)
  • Bonus: Does this individual perceive the bigger enterprise objective we’re making an attempt to perform? 

As well as, ensure it’s tremendous simple for potential shoppers to navigate the portfolio website and rapidly discover the solutions to these questions. If they will’t instantly discover the solutions they’re searching for, they’ll probably simply remove you from the checklist of candidates.

Beneath, I’ll present you learn how to create a contract author web site that clearly solutions these questions and helps you win new shoppers.

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Learn how to Create a Writing Portfolio: Step by Step

Right here’s a step-by-step information to making a writing portfolio that generates shoppers. I’ll talk about each tactically learn how to arrange your portfolio web site and the crucial components to incorporate so that you simply stand out to potential shoppers.

1. Choose an Straightforward-To-Use Web site and Internet hosting Platform

You don’t want a flowery web site or internet hosting answer to get began, so I like to recommend deciding on the only answer potential. 

You should use Siteground or Namecheap for website hosting, as they’re each low cost and dependable. As for an internet site builder, you should use a platform like Squarespace or Wix, as each supply easy visible editors and pre-made web site templates.

Wix freelance writer website template


WordPress can also be an important possibility that provides extra scalability. It may be a greater possibility for those who suppose you’ll develop your freelance writing enterprise into an company.

Alternatively, if you would like the only answer potential, you should use Canva’s portfolio builder.

I like to recommend holding all the things easy, as many freelance writers by no means create a portfolio as a result of they’re too intimidated by the tech. 

If you happen to nonetheless really feel overwhelmed on the considered creating your personal portfolio, you may all the time rent somebody on Upwork to create an expert writing portfolio web site for you. Most of them solely cost a number of hundred {dollars}, and you may ship all of them the knowledge in a doc to put up for you. 

Upwork done for you website creation services


The hot button is to begin engaged on this at this time. The longer it takes to finish your freelance author portfolio, the longer it should take to shut new shoppers. 

I like to recommend setting a deadline of three to 4 days to finish your portfolio web site so that you simply begin closing shoppers rapidly. 

2. Determine Your Goal Viewers and Area of interest

Earlier than including any content material to your new web site, outline your superb shopper. 

A typical mistake most freelancers make is making an attempt to focus on too many potential shoppers. 

Sadly, hiring managers are searching for specialists, and also you’ll dilute your credibility as an professional for those who promote that you simply service a number of niches. As well as, your messaging might be very generic and ineffective for those who attempt to goal a number of buyer personas.  

On this step, clearly outline:

  • The kind of writing you supply (weblog writing, gross sales writing, social media writing, and so forth.)
  • The business you wish to serve (ecommerce, B2B, native companies, bloggers, and so forth.)
  • The corporate measurement you propose to serve (startups, enterprise companies, and so forth.)

When you’ve outlined your superb buyer, perform a little research to know their ache factors and what they’re hoping to attain by hiring a author.

One of the simplest ways to do buyer analysis is speaking to your superb viewers and asking them what they’re searching for in writers. 

I did this once I was seeking to scale from a freelancer to a advertising and marketing company proprietor, and you may see that I obtained some very useful suggestions:

Customer research questions

You may see that these responses are extremely helpful as they inform me each how I ought to place myself and particular ache factors these hiring managers expertise.

You may as well ask in Slack teams and different non-public teams for suggestions. For instance, I requested this group if anybody had employed a content material company for $30,000 plus and what they had been searching for in that company. 

Customer research conversation

I ended up getting on a name with one of many individuals, they usually confirmed me the complete pitch deck from the company they employed and defined why they employed that company. These insights helped higher place my companies to cost extra and shut extra shoppers.

We’ll talk about positioning in additional element beneath, however for now, be aware of:

  • Your superb prospects’ ache factors.
  • The outcomes they’re making an attempt to attain by hiring a contract author.
  • What they search for when reviewing completely different freelance writers.
  • Key components that make freelance writing portfolios memorable.

3. Choose Your Greatest Writing Samples 

A mistake that many freelance writers make is publishing too many writing samples from a number of industries.

There are a number of the reason why posting quite a lot of pattern writing items isn’t an important thought:

  1. Potential shoppers gained’t see your greatest samples: If there are 20+ writing samples, shoppers in all probability gained’t see your greatest 3-4 writing items. 
  2. Posting from a number of industries dilutes your experience: We mentioned earlier that shoppers wish to see you’re an professional of their discipline, so solely embody writing samples in your superb buyer’s business/area of interest. 
  3. Too many items overwhelms potential shoppers: Your potential shoppers are in a rush to rapidly discover the very best author for the job, and providing too many pattern items can overwhelm them. 

So choose solely your greatest work to incorporate in your portfolio. Often, three or 4 writing samples are ample.

Whenever you put up the writing pattern, embody any enterprise outcomes it helped accomplish. You may return to your buyer analysis notes to recollect what your prospects need to obtain by hiring a content material author.

For instance, if the objective is to extend site visitors and conversions, embody how your pattern writing piece helped accomplish these targets. Right here’s an important instance from freelance author Elise Dopson’s portfolio

As an alternative of simply posting the hyperlink to the weblog put up, she states the enterprise targets (improve site visitors and key phrase rankings) it helped the corporate obtain: 

screenshot of great writing sample

She additionally consists of screenshots, which is an effective way so as to add proof.

4. Add Social Proof and Testimonials

Including testimonials to your on-line writing portfolio can increase your credibility, however not all testimonials are equally compelling.

Who you get testimonials from and what these testimonials say can immediately enable you cross on to the hiring supervisor’s subsequent spherical of analysis.

First, get testimonials from respected manufacturers/individuals your superb shoppers in all probability already know and respect. If you happen to don’t have any influential shoppers, you may attain out to a well-established business influencer or model and supply a free pattern piece in trade for a testimonial.

Whenever you ask for the testimonial, ask them to focus on the way you remove key ache factors that your superb shoppers usually expertise with freelance writers. For instance, widespread issues with freelance writers embody lacking deadlines and delivering shallow, poorly researched articles. So ask them to say the way you all the time hit deadlines and totally analysis your work.

Elise Dopson once more does an important job of making compelling testimonials from effectively revered manufacturers in her goal business. They present how she eliminates key ache factors with most freelance writers (she hits deadlines and totally researches her work). 

screenshot of customer testimonials

5. Structuring Your Homepage

When you’ve gathered your writing samples and testimonials, you might have many of the supplies in your portfolio web page. Now, you could construction your homepage and the messaging to obviously talk that you simply’re the very best individual to assist the prospect obtain their targets.

First, create a compelling headline that clearly states the worth you present and the way you accomplish it.

You should use this framework:

“(your writing area of interest) for (your superb buyer) that want (ache level you’re fixing.)”

For instance, it could possibly be “Freelance content material author for B2B SaaS firms that want extra natural leads.”

I additionally extremely advocate together with a course of part detailing how you’re employed with shoppers. Most potential shoppers will take you extra critically for those who present them you might have a repeatable, confirmed course of. 

For instance, for those who do buyer analysis, outlines, or the rest, create a 3-5 step course of and embody that in your homepage. You may all the time customise your companies to your shoppers’ wants, however having a course of will certainly make you stand out from different freelance writers because it reveals that you simply’re skilled and have a technique to constantly produce the identical high quality outcomes.

You may as well embody an FAQ part with info in your charges, the deliverables, turnaround instances, who your superb buyer is, and different questions prospects generally ask. 

Right here’s a pattern framework you should use to construction your homepage:

Screenshot of homepage writer portfolio template

Beneath, I’ll stroll you thru a number of examples of nice homepages.

6. Create Your About Web page

Most freelance writers talk about their canine or locations they’ve traveled to of their writer bios. The truth is that shoppers don’t actually care about this info.

As an alternative, a extra compelling writer bio that may enable you win shoppers is explaining the ache factors you struggled with that led you to grow to be a contract copywriter and the way it has formed your philosophy as a author.

For instance, let’s say you beforehand labored in enterprise gross sales and seen that prospects who closed quickest normally learn weblog posts earlier than coming onto the demo. Consequently, you grew to become a author since you felt it was a better leverage exercise that drove extra high quality prospects.

That’s an fascinating story that reveals your superb prospects you actually perceive the ache factors they’re making an attempt to resolve. In addition they get a greater perception into the way you method writing and get to know somewhat bit in regards to the private facet of you.

Develop and Convert has a superb about web page that does a superb job of serving to you get to know the founder and their skilled mission. I encourage you to learn the total bio:

screenshot of about us page for writer portfolio

​​This story helps potential shoppers get to know you on a deeper stage than simply speaking about your canine as a result of it dives into actual issues you confronted and your present beliefs and opinions on advertising and marketing. 

Consequently, you’ll construct extra belief with potential shoppers and stand out as a singular author.

I’ll additionally add that it’s worthwhile to incorporate an image of your self. Purchasers wish to know who they’re coping with, and including a face to the phrases will assist construct belief.

7. Create Your Contact Web page

Lastly, add a contact web page to your portfolio that features your electronic mail tackle and hyperlinks to your Twitter and LinkedIn profile (for those who use them). 

Hold your contact web page so simple as potential and for those who resolve to supply a type fill, make certain that the shape fill works and reliably sends emails to your inbox, as many contact types ship messages on to your spam mail.

Right here’s an important instance of a easy contact web page:

screenshot of contact us page

Nice Writing Portfolio Examples

Listed below are a number of examples from extremely profitable freelance writers to offer you some inspiration as you create your personal freelance writing portfolio.

Elise Dopson

I already talked about her portfolio a number of instances earlier on this put up, however I extremely advocate that you simply flick through it for inspiration on each structuring your portfolio and crafting efficient messaging. 

screenshot of writer portfolio homepage

Right here are some things that I notably like about Elise’s portfolio:

  • Who she serves and what she gives could be very clear from the headline – she creates journalistic B2B content material for retail, ecommerce, and martech firms.
  • She has loads of logos from massive model names, and her testimonials spotlight how she solves key issues shoppers usually encounter with freelance writers (she by no means misses deadlines).
  • She highlights the enterprise outcomes she’s helped firms obtain (e.g., elevated web site site visitors, key phrase rankings, and so forth.).
  • She solely consists of her greatest work and separates it by business so the correct shopper can simply discover the correct samples.
  • The entire messaging throughout the complete web site could be very clear.

Some issues I would alter if I had been enhancing this profile:

  • She targets a number of personas (retail, ecommerce, and martech). She has already established herself within the writing business, however I’d select only one business for those who’re beginning your profession

Brent Barnhart

Brent’s web site is barely extra private than Elise’s web site. Nonetheless, he does a superb job of clearly articulating his worth after which proves it with case research and buyer testimonials.

writer website homepage

What I really like about his portfolio web site:

  • You may clearly inform what he does and the worth he offers to shoppers (excessive rating B2B SaaS content material). He additionally states particular companies he gives, together with ghostwriting and long-form content material.
  • He has one clearly outlined target market – B2B SaaS.
  • He gives massive identify model logos up prime.
  • You may clearly hear his voice shine by way of.
  • The remainder of the web page particulars case research to show he can do the work, particulars on why he’s completely different, and a selected course of to show that he can ship the identical outcomes for you.
writer portfolio example

Some issues I would add/change:

  • I’d in all probability add a number of extra buyer testimonials, although I like that he consists of screenshots of shopper messages all through the web page, as seen within the screenshot above.

Marijana Kay

Marijana Kay has an important writing portfolio that’s clear, neat, and clear. You may perceive what she gives simply by glancing on the headline, and she or he additionally gives a lead magnet, which could be useful for constructing an electronic mail checklist and retargeting potential shoppers.

writer portfolio homepage example

Right here are some things I really like about this writing portfolio:

  • She clearly states within the headline what she gives (freelance writing companies) and who she companies (SaaS and advertising and marketing manufacturers).
  • The tagline hits on the important thing buyer ache level (hitting content material advertising and marketing targets constantly).
  • The model logos she has labored with are clearly labeled on the prime.
  • She ties enterprise KPIs to her case research (rising conversion charges, site visitors, rankings, and so forth.)
  • The client testimonials are additionally compelling and state why she’s the perfect freelancer to work with (she all the time researches the matters totally even when they’re powerful topics).
writer portfolio example
writer portfolio testimonial example

Some issues I would enhance:

  • I’d love for her so as to add a piece about her step-by-step course of so as to add credibility and confidence that she will produce the identical outcomes constantly. 

Joshua Poh

Joshua Poh’s writing portfolio can also be neat and straightforward to navigate. You may rapidly see what worth he has to supply and the way he helps firms develop.

writer homepage portfolio example

Right here are some things I like about his portfolio:

  • The general web site is evident, simple to navigate, and easy.
  • His image on the prime provides persona and belief.
  • He provides credibility by together with massive model identify logos on the prime.
  • He has testimonials that spotlight why he’s a great freelance author.
  • He clearly defines how he helps companies develop.
  • He features a clear name to motion to achieve out.
writer portfolio value proposition

Some issues I would enhance:

  • His portfolio consists of many weblog posts, which can be overwhelming to a possible shopper. I’d in all probability reduce it down to simply the highest 3-4 posts he’s most pleased with.
  • He makes a speciality of a number of industries, which causes his messaging to be barely vanilla. For instance, this sentence dilutes his credibility as an professional: “Irrespective of for those who’re a small advertising and marketing staff with quite a lot of ambition and no assets or a busy entrepreneur seeking to get again to creating high quality content material, I may help.”
  • I’d add a testimonial or two increased up on the homepage. 
  • I’d add a confirmed course of and tie enterprise outcomes to case research.

Ashley Cummings

Ashely Cummings is a effectively revered B2B author who has grown her Twitter viewers considerably over the previous a number of years.

She additionally has a compelling writing portfolio that you should use to encourage your personal freelance writing portfolio. Her design could be very easy, although it hits the entire key parts a hiring supervisor would search for in a author. In reality, she additionally has loads of further pages you don’t essentially want, like a publication (which is great for buyer acquisition you probably have the time to create one), merchandise, and extra.

writer portfolio homepage example

Listed below are a number of particular issues I like about this writing portfolio:

  • She clearly states what she’s good at – articulating concepts you don’t know learn how to put into phrases.
  • All of her samples are organized by the varieties of writing she makes a speciality of (e.g., samples for ebooks, advert copy, newsletters, and so forth.), making it simple for shoppers to rapidly discover related writing samples.
  • She consists of highlights of enterprise outcomes she’s pushed for shoppers (e.g., a weblog marketing campaign that produces over 500,000+ web site views/yr, and so forth.)
  • She highlights her differentiators (analysis abilities, advertising and marketing experience, and so forth.).
  • She has nice testimonials from identify model shoppers.
  • She has clearly seen social media hyperlinks. As she has a thriving Twitter viewers, that is sensible as a result of individuals searching her Twitter profile will rapidly see that she’s fairly credible. 
writer portfolio testimonial examples

Right here are some things she might in all probability enhance on:

  • I’d transfer the shopper testimonials up increased on the web page and embody notable model logos (Deloitte, Salesforce, and so forth.).
  • I’d wish to see a confirmed course of that helps the important thing differentiators she mentions, like “expert researcher” and “advertising and marketing experience.” 
  • For every pattern put up talked about, I’d add a blurb about what that put up achieved from a enterprise outcomes standpoint.  

Want Extra Assist With Your Writing Portfolio?

When you’ve accomplished your writing portfolio, it’s time to ship it to your superb prospects and land your first shopper! 

I notice that buying shoppers is the true problem, so if you would like extra assist, and even simply one other peer to look over your portfolio, contemplate becoming a member of the Copyblogger Academy. It’s a neighborhood of different creators constructing their very own companies and facet hustles by way of writing. Members have direct entry to me, unique interview content material with a few of the most profitable unbiased creators of the day, and most significantly, a peer group of like-minded people.

You may be part of at this time threat free to see for your self if the Academy will enable you obtain your targets as a author.


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