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Here’s How to Create a Copywriting Portfolio That Wins Clients Over

As a writer, you put a little bit of yourself in every piece of content you produce (except if you're using AI to generate content, but you get the point). Your copywriting portfolio is no different - it should show the client who you are and what kind of skills you have.

That said, presenting yourself isn't as easy as it seems. Hell, if you were writing this thing for a friend, you'd probably be done in half an hour and showcase their awesomeness without thinking twice. But when it's you? A whole different story.

You get too much into your own head, rewrite sentences, rethink the structure. You don't want to sound arrogant, you don't want to sound too informal, and soon you think yourself into an existential semi-crisis of "what do I even sound like".

Frustrated, you Google it and here we are. Now, we can't promise you'll magically know exactly what to say after you're done here. However, we can guarantee you'll leave with a good structure and some tips to get you out of the writer's block.

Start by selecting your best work

Yes, subjective, but hear us out. What's considered good writing usually depends on who's reading it anyways. Sure, analytics and performance matter to a degree, but the impression your writing gives off is what your clients will judge you on first.

They'll want to make sure your writing style aligns with how they view their business, which is, again, subjective. So, instead of focusing on what your potential client wants to see, focus on the types of projects you want to continue working on.

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For example, if you prefer working with corporate clients, maybe don't include that listicle on 10 annoying corporate phrases you have to stop using. If you absolutely hate writing B2B content, then skip that landing page you wrote for accounting software a while back.

The examples you include in your copywriting portfolio will shape the clients' expectations and the kinds of projects you'll be working on. Make sure it's something you do well, otherwise winning a job won't feel much like winning at all.

Do you need to include performance and brief information?

Including details on how a piece of content performed or what the previous client's requirements were can't hurt, but it isn't crucial. As a rule of thumb, if you find yourself justifying your copy choices by mentioning the brief, it's probably not an example of your best work.

When it comes to performance, you can absolutely mention that article that was number one on Google. Or how you helped a client increase conversion rates by 10%. That said, don't go overboard with the technicalities. Treat them as a nice-to-have rather than a must.

Show you're not a one-trick pony

While picking the best pieces to include in your copywriting portfolio, make sure to have a good variety of short- and long-form content. The goal here is to show how adaptable you are and what kind of copy you write best. For example, this could be:

  • Website copy
  • Ads
  • Social media captions
  • Product descriptions
  • Blog posts
  • Video scripts
  • Emails

And that's just to name a few. Whatever you do, don't pretend to be an expert in everything. Instead, position yourself as an expert in A who also does B. For example, a website copywriting expert who also offers ad and social media copywriting.

Make it look good

Humans are visual beings. Besides helping you stand out from the crowd, a visually appealing copywriting portfolio shows you pay attention to detail. Make the first impression count and don't send potential clients an A4 PDF riddled with blue links. There are much better ways of presenting yourself, a few of them being:

  • Better Proposals. We have everything a copywriter needs. Besides being able to get documents signed with legally binding eSignatures, you can use Better Proposals to create a trackable online copywriting portfolio. You'll get notified instantly every time a potential client opens it and you'll also see how much time they've spent on each section of it. As an added bonus, you can also add live chat to your portfolio and let potential clients reach you in real time.
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  • Copyfolio. This portfolio builder comes in free and premium versions. Once you've published your portfolio, it works the same as a website would and it's discoverable in search.
copyfolio portfolio builder
  • Carbonmade. Similarly to Copyfolio, Carbonmade turns your portfolio into a website. However, there's a twist - no templates. Perfect if you want full creative freedom, but might not be for you if you'd like some design guidance.
carbonmade portfolio builder

Sprinkle in some testimonials

Nothing says how good you are at your job quite as well as happy clients. You've probably advised clients on using social proof in the past, so why wouldn't you do the same? Ask previous clients for testimonials, pick the ones that represent you the best, and include them in your copywriting portfolio.

Add a section about yourself

Structurally, this should be the first section of your copywriting portfolio. So why isn't it the first one on this list? Simple - now that you've warmed up and gotten all the technicalities out of the way, it's much easier to write about yourself.

In addition to that, you've already added in your client testimonials, which means you've read them. Sometimes, seeing how other people talk about you makes it easier to talk about yourself.

You've picked those specific testimonials for a reason. They either:

  • Highlight your skills
  • State your results
  • Have the tone you like

Maybe one of them simply amuses you. Maybe one of them is all of the above. The point is, you like what you like because it's compatible with who you are. Once you see who that is from the testimonials that speak to you most, it will be much easier to put it into your own words.

Should you add a photo of yourself?

There's no correct answer to this one. If you're not against putting a headshot into your copywriting portfolio, go ahead and do it. If you'd rather not, that's also okay.

At the end of the day, your client is hiring a copywriter, so they'll either fall in love with your writing or they won't. A photo of you won't make much of a difference either way. And if it does, is that really a client you want to work with in the first place?

Don't forget your contact info

No matter how much a client loves the way you write, they can't hire you if they can't reach you. Definitely include your email address (the one you actually check, not the one you've had since 6th grade) and a phone number they can reach you on just in case.

And that's about it

Your copywriting portfolio is the most important thing you'll send to a potential client before you're hired. No pressure, right? Well, kind of.

Think about it this way: all you need to do is show up as yourself. You'll instantly click with the right clients and go on to do some of your best work.

As for everyone else? You wouldn't want to work with clients you have nothing in common with anyways. Not every project is the right match for every copywriter and vice versa.

"I'm awesome, give me the job" doesn't work

But showcasing your skills with documents that look, feel, and sound great does. Take Better Proposals for a spin - the first 14 days are free.

Patricija Šobak's profile image
Patricija Šobak puts her talent in spotting questionable grammar and shady syntax to good use by writing about various business-related topics. Besides advocating the use of the Oxford comma, she also likes coffee, dogs, and video games. People find her ability to name classic rock songs only from the intro both shocking and impressive.