How To
18 min read

How to Create a Copywriting Portfolio: The Ultimate Guide (With Examples)

Mariana Krasteva

August 17, 2022

Are you looking for new full-time copywriting jobs or kicking off your freelance copywriting career? Either way, this will be an exciting and intimidating journey. Given the intense competition and the ever-growing list of requirements, finding copywriting work can be challenging without the right tools. 

One thing’s for sure—the work landscape is more flexible than ever. The past three years have seen a considerable increase in people quitting and changing jobs. The Great Resignation and the Great Reshuffle doubled the quit rate between 2020 and 2021, with a staggering 4.5 million U.S. workers leaving their current employment in November 2021. 

Freelancing has been rising for years, but the coronavirus pandemic lit a fire under this trend. Reportedly, 36% of the entire U.S. workforce (59 million Americans) was freelancing on a temporary or long-term basis during 2020 alone. This number is expected to exceed 90 million Americans by 2028. 

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Research shows that freelance writing, content services, and journalism make up the third most dominant freelance sector, accounting for 17% of all freelancing activity globally. 

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It’s clear that copywriting—whether full-time with a company, part-time with an agency, or freelance—is a flexible and lucrative career path. But how do you find success as a copywriter? Regarding freelancing, your success largely depends on how well you can convince potential clients that you’re the rockstar copywriter they need. This is where an effective and persuasive copywriting portfolio comes into play. 

Many employers will require you to show them a copywriting portfolio before they even look at any other part of your job application. This usually means reviewing your writing samples and picking the best ones to include. Choose carefully—your copywriting portfolio is the first impression potential employers will get of you as a writer! 

In this guide, we'll go over everything you need to know about building a copywriting portfolio. We’ll walk you through the individual elements you need to create and combine, show you some examples of successful copywriting portfolios, and offer valuable tips and tricks to maximize your chances of impressing your clients and employers.

What is a copywriting portfolio? 

Think of your copywriting portfolio as the strongest tool in your professional arsenal. It’s an organized collection of pieces demonstrating your writing skills and copywriting experience. 

A good copywriting portfolio should feature various types of writing projects arranged in an easy-to-navigate manner. From blog posts to email newsletters, landing pages, and social media content, your portfolio should include a broad range of examples of your recent copywriting work. 

Much like a resume, a copywriting portfolio is a marketing tool that helps you promote yourself to potential clients as an expert in your field. It showcases your best writing while providing social proof of your quality content services and clear contact details. 

Laurence Blume’s copywriting portfolio is a great example of how you can introduce yourself and your work, emphasizing what makes you unique amidst a vast pool of copywriters. In Laurance’s case, this is his extensive writing experience and the ability to precisely tailor the tone and voice of his copy to the needs of his clients, irrespective of the size of their business. 

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A short video gives Laurence’s prospects a more personal understanding of the person behind the description and what his approach is. This section ends with a call-to-action (CTA) and contact details—after all, you want your potential clients to be able to reach you.

A testimonial section follows the introduction, which serves as social proof of the writer’s credibility.

Collecting samples in an exhaustive list of categories helps potential clients get a clear and detailed picture of the copywriter’s expertise and experience.

Now that you have a more concrete idea of what your portfolio should look like, let’s answer the next critical question.

Why do you need a copywriting portfolio?

A copywriting portfolio is an essential tool for landing high-paying writing jobs. It's a showcase for your work and serves as proof that you can deliver on a client's vision and help them meet their goals. 

A well-crafted copywriting portfolio helps you do all of the following (and more).

Get more exposure

A good copywriting portfolio can increase your visibility and help you attract new prospects, particularly when you implement best search engine optimization (SEO) practices. Using the right keywords in your main header and throughout your portfolio will make your work easy to find for potential clients running a specific search in popular search engines. Another beneficial strategy to enhance your SEO is naturally linking relevant high-ranking pages and sources in your portfolio.

If you target a particular niche like software-as-a-service (SaaS) or marketing, opt for words like “SaaS copywriter” or “marketing copywriter” instead of just “freelance copywriter.” Moreover, being more specific will help the right clients recognize you as the experienced professional they’re looking for. For instance, “direct response copywriter” effectively indicates your field of expertise more precisely. If you’re wondering which keywords will best work for you, don’t hesitate to use keyword research tools that can save you valuable time on trial and error. 

Reach a variety of audiences and potential clients 

A copywriting portfolio is your go-to if you're starting a freelance career or looking to change your current copywriting job. However, its potential value goes way beyond that. 

Say you're planning to help other writers improve their skills by creating copywriting courses to sell online. Whatever the specific subject matter of your course, your portfolio can go a long way in proving your expertise to your prospects and encouraging them to enroll.

In addition, an online copywriting portfolio can be your best advertisement, saving you money you might otherwise have had to spend on paid ads. 

Show off your best work

A good copywriter will have written hundreds or even thousands of different pieces of content over the course of their career. Some are great, and some are terrible, but very few people want to see all of them. When potential client visits your website, they’ll want to see examples of your best work. 

A good copywriter portfolio organizes and highlights your work's crème de la crème in one place so visitors can easily find and review it. This is your chance to show potential clients your greatest skills and how you can help their business grow. This will give the client confidence in your abilities and make them more likely to hire you again.

Prove your experience

Maybe you’re an amazing writer who can turn any topic into gold. Maybe you’ve written for newspapers in the past or worked as an editor for a magazine. Whatever the case, a good copywriting portfolio shows the full range of your experience as a writer and proves that you have experience under your belt. It also shows you have plenty of content in various mediums, niches, and formats.

Your copywriting portfolio gives potential clients an idea of how much experience you have in their field, which can help them decide if they should hire you or not.

Highlight your writing style

What tone do you use? Are you funny or serious, conversational or formal? This is one of the important factors that potential clients will take into consideration when reviewing your portfolio. Why? They’ll want to see if you can match your tone to their own brand voice. Unless you have samples of your work available, it can be difficult for potential clients or employers to tell whether your writing fits their needs.

A good copywriting portfolio will showcase your writing skills in different styles and tones. This helps potential clients see how versatile you are as a writer, which ultimately increases your chances of getting hired.

Reveal your writing process

How do you go about creating effective copywriting assets? What steps do you take? How long does the process take from the ideation phase to the last revision? A good copywriting portfolio will highlight your writing process so potential clients can see how well-organized, thorough, and detail-oriented you are as a writer. It also highlights how much research goes into each project and what kind of information you gather. So, showing examples of different stages of the process can provide transparency and build trust.

Include a way to contact you

A copywriting portfolio should always provide your name, email address, phone number, and website. This way, clients who like your work can reach out to you and ask for your rates, availability, or other details.

Clients may feel like they're taking a risk by hiring you without knowing what kind of quality they'll receive. With a well-crafted copywriting portfolio, you'll be able to earn their trust and increase your chances of getting the job.

What to include in your copywriting portfolio

You’ll need to set up a personal writer website to publish your portfolio online, preferably on your personal website. While your portfolio samples and the way they’re arranged may vary depending on what you do (and what types of clients you want to attract), there are several key components you can’t omit.

Home page

Your home page is the first thing that will catch the eye of potential clients, so it's a great opportunity to make an immediate impression. This is where you will introduce yourself and give people an overview of your services and how you can help them solve their problems.

The copy on your home page should be concise and informative, giving a broad impression of who you are and what you offer. The images you use on your home page should be high-quality without impairing page loading speed or causing any other technical issues for visitors. 

It's also important that this page is easy to read and navigate, with no unnecessary distractions. Clients don't have time to search through multiple pages just to find out what kind of copy you have written. Use categories and tags so people can easily find what they're looking for.

About page

This page should explain who you are, how you work with clients, what makes you different from other copywriters, and why someone should hire you. An about page can also be used to tell potential clients about your qualifications, achievements, and awards—unless you’ve decided to include them in a separate Awards page, which we’ll discuss below.

So, how do you create a good About Me page? 

Make sure to offer concise and relevant information—don't just ramble on about how much you love writing. Instead, include: 

  • How long you've been working in the industry
  • What qualifications you have
  • Your strengths
  • Bullet points to highlight your skills and experience
  • CTAs
  • Anything else that might be relevant 

Another strategy is to use this page to reinforce your understanding of the customer journey, which will help readers recognize themselves as your clients while establishing you as an industry expert (like on Kayla Hollatz’s excellent About page, which we'll discuss below). 

The impact of your About page depends on how well you’ve designed it and how wisely you’ve chosen the information it provides to visitors.

Contact page

The purpose of the contact page for your copywriting portfolio is to offer potential clients reliable ways to get in touch with you. Make sure to include all relevant contact details, including: 

  • Your name 
  • Phone number 
  • A professional email address
  • Skype ID (if applicable)
  • Social media profiles so potential clients can connect with you on any channel they prefer

Also, consider including your postal address and a map showing your office location and directions. 

However, if you don’t want to include personal details on your website, plenty of free contact forms will allow potential clients to get in touch with you. 

Make your contact page simple and easy to understand. The more complicated it is, the more likely it is to confuse visitors.

Services and rates

It’s time to show clients your services, including the types of projects you specialize in. This is especially important if you're a freelance copywriter who charges per word or by the hour. If you prefer to price by the project instead, include a list of typical projects, such as blog posts, websites, and email campaigns, with prices next to them so potential customers can see how much they'd be paying. 

Highlight the popular services and ensure readers are familiar with them. You might include links or buttons directing readers to additional information like blog posts about copywriting or relevant case studies.

You can even include a brief description of what makes each service unique, including details like how many years of experience you have doing this type of work and testimonials from happy clients.

Awards and accolades

Have you won any awards for your copywriting skills? Listing them is one way to prove the quality of your work compared to that of your competitors. The same goes for any certifications or qualifications related to this type of work. 

Include proof of your professional skills showing that you've been recognized for your writing. This boosts your credibility as an expert in your field, letting potential clients know they'd be getting top-quality services. 

Projects for reference (or your portfolio internal page)

The goal here is to show off your work, personality, creativity, and most importantly, your ability to adapt to various styles, tones, industries, and projects. Your copywriting portfolio should contain a versatile selection of your best writing samples. 

Remember to be selective. As tempting as it may be to include all the copy you've written, it's better to feature only your best work to not overwhelm visitors. 

Make sure each project is identified and described, including who the client is, what the product is, what kind of copy you wrote, and how long it took. If possible, include a link to your published copy or screenshots of the final product so clients can see what they'll be getting if they hire you.

Case studies 

A case study describes how you helped your client solve a problem and achieve their goal. It describes how they came to you with a problem and what solution you provided. 

Look at writing a case study as a great additional opportunity to demonstrate your copywriting and storytelling skills and show off your ability to create powerful, persuasive content. But how do you write an effective case study? Here are a few key steps:

1. Identify the problem

2. Outline the solution

3. Explain how you did it

4. Show how it worked out

Let your prospects peek into your creative process. For example, did you use specific techniques or formats that helped increase conversions? Did you write compelling headlines that caused people to take action? These details will help potential clients understand what makes your copywriting so effective and tip the scales in your favor.

Make sure to include examples of work where your copy made a significant impact on the final result. Be specific by citing any figures and numbers, such as 15,000 new subscribers, a 30% expansion of the client’s email list, or an 87% increase in leads generated by website SEO. Numbers are a concrete argument in favor of your ability to achieve real results for your clients.

Testimonials

Testimonials for your copywriting portfolio can range from a positive review on your website to a video interview with the customer discussing what they like about your service. 

Testimonials are an important element of every copywriter’s portfolio. They can help convince clients that you’re the right copywriter for the job. Testimonials can also:

  • Add credibility to your work 
  • Help you build trust with your potential clients
  • Make you look more professional 
  • Help you attract new clients 

Testimonials are a great way to show off previous work by highlighting specific projects that were completed successfully. This helps potential clients see how valuable your services can be for helping them achieve their goals.

So, how do you take advantage of testimonials? Start by choosing them carefully. Testimonials should be specific, mentioning the service, the results obtained, and other relevant details about the project. The best way to do this is by getting recommendations from satisfied customers and clients. You can also ask for feedback on your work after completing a project. 

Remember, always get permission before adding testimonials to your website. Some clients may not want their names or companies to appear on your website, so make sure they agree to publish their endorsement first. Otherwise, you risk losing their trust or even being sued.

Finally, decide which testimonial will work best for your business needs. Focus on the strengths that set you apart from other agencies or freelancers. For example, if you're great at creating landing pages that convert well, ask a happy client to describe the impact of the piece you created for them. 

5 great copywriting portfolio examples for your reference and inspiration

Now that you’re aware of what your portfolio should offer your prospects, let’s look at five copywriters who have done a great job standing out and drawing our attention with their copywriting portfolios. 

Joe Coleman

This is one of our favorites. Joe’s home page is unique in terms of both copy and design. It’s interactive and allows visitors to slide the marker along the Less Hard Sell - More Hard Sell axis, showing the copy-building in action. This serves a twofold purpose: to spark interest and to demonstrate the capacity of the copywriter to change his tone and voice according to the client’s needs. 

Note that the funny element seamlessly blends with a clear call-to-action and a telephone number, indicating the steps the visitor has to take to hire Joe.

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The Portfolio tab is located at the top of the drop-down menu so visitors can spot it instantly. The samples are presented with high-quality images, creating a sense of professionalism and attention to detail.

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In addition, visitors can see all the awards Joe has received and his CV as proof of his outstanding skills and experience.

Except for a phone number and email address, the Contact section features direct links to Joe’s social media accounts (Twitter and LinkedIn), so potential clients can take a peek into his personality, posts, interests, and values. 

Dayarne Smith

Dayarne Smith provides another good example of a copywriting portfolio that is easy to locate on her website.

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The portfolio is presented through computer screen illustrations, which creates a sense of familiarity and authenticity. In addition to the precise identification of the particular copy Dayarne has written, she provides links to the corresponding websites where potential clients can see the full version of her copy.

This great strategy showcases your work and how it looks “in action.” Make sure to regularly check that the links are functional, as broken links can significantly impair your credibility and SEO.

Stephen Marsh

Here’s an excellent example of a copywriter who has crafted consistent website copy centered around bringing value to the client. Stephen is making it easier for visitors to look at his portfolio by providing an option to open or download it as a PDF on his home page and every internal page.

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Under the Work tab, Stephen has created a great headline encouraging prospective clients to review the samples he’s chosen to showcase. Visitors can also look at more pieces and projects in the Recent Projects section on the What I Do page.

Note that the option to download and print your portfolio is particularly effective for bigger brands with larger senior teams. It’s more convenient for multiple stakeholders to discuss their employment decision over a physical copy of your portfolio looking its best. 

In addition, including extra samples of your work under a Recent Projects or Featured Projects section can contribute to creating a more detailed picture of your copywriting capacities. 

Jennifer Cheek (The Copy Canary)

This example illustrates the value of personalizing your copywriting website home page by adding a personal touch when creating a portfolio from a template. This effect is achieved through the unique logo and color scheme that makes the portfolio recognizable and memorable. 

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Your main purpose when creating a copywriting portfolio is to stand out and impress, so showing bits of your personality can help you grab the attention of potential clients and establish a distinct and charming presence.

Kayla Hollatz

Kayla’s website stands out with its consistent, stylish design, making her portfolio easily identifiable and accessible. The home page starts by inviting visitors to take a quiz, an interactive element designed to boost engagement. 

After a very concise section introducing the copywriter, the focus is placed on the potential client and the ways Kayla can help make their website more converting and their business more successful. 

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The unique selling proposition is clear: Selling with Soul (through a personalized brand voice and story). The social proof in the Client Results section aims to create trust and inspire curiosity.

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Even better, take a look at Kayla’s About page and how she focuses on her potential client first. 

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It’s essential to show potential clients that your goal is achieving their goal. Center your Home page, About page, and Portfolio around your prospect—they’re looking for an ally, not just a great copywriter.

How to host your copywriting portfolio

If you want to build a copywriting portfolio, it can sometimes be tricky to know where to start. The good news is there are plenty of places where you can upload your portfolio.

WordPress

WordPress is a free website platform that makes it easy for anyone to create their own website without having any coding experience. It's a great option if you want an easy way to start building a portfolio without going through the hassle of setting up an entire website from scratch.

All you have to do is choose a domain name and customize your site with the right plugins and themes to showcase your work in an attractive way. Then, just add your content, and you’re ready to impress your potential clients!

Squarespace

Squarespace is another popular option for creating websites, complete with several ready-to-use templates. You can easily add images, text, videos, or interactive elements to each page of your site, allowing you to showcase your best work visually appealingly. 

If you don’t have any existing sites with Squarespace already set up, there are plenty of tutorials online to help you get started.

Squarespace pricing plans start at $23 per month for a personal website with a free domain if you opt for monthly payments. They even offer a free trial if you’re still unsure about the platform.

Carbonmade

Carbonmade is a great option to show off your work professionally. It's easy to use, offers many customization options, and simplifies sharing your work with potential clients.

Instead of following a set format, Carbonmade lets you choose from dozens of blocks to design your website and rearrange them however you like.

You can sign up for a free trial to see whether this platform fits your needs. Paid plans start at $9 per month for up to eight projects and unlimited videos and images.

Journo Portfolio

Journo Portfolio is an online writing portfolio website. It’s an attractive option for copywriters due to its easy setup and use, since it requires no technical skills—you only need to create an account and start uploading your work.

Journo Portfolio's dashboard lets you customize your site's appearance in minutes. You can choose from six distinct themes and organize clips into any number of content blocks or pages. The platform also allows you to share documents in a variety of ways. You can link directly to clips (by typing their URL) or upload almost any kind of multimedia, including PDFs, videos, and images.

Moreover, Journo Portfolio's analytics will help you keep track of your most important metrics, including how many visitors have come to your site, how long they've stayed, and which pages they’ve visited most.

The best part? Journo Portfolio has a free version that lets you create a simple home page and upload up to ten articles. 

Pressfolios

Pressfolios is a platform that allows you to upload your copywriting portfolio and share it with the world. It's an excellent way to display your best work and land more clients. The site has a simple format that allows you to upload your picture and your bio to create your copywriting portfolio in just a few seconds. 

Every piece of copy that you upload is saved as a PDF and automatically made available through the cloud. This ensures that your content will never disappear, even if the original website hosting your work goes down.

Pressfolios has a free trial for 14 days—after that, they’ll charge you $14.99 monthly.

Writerfolio

Writerfolio is specially designed to let writers showcase their talent and impress potential clients. It’s easy to use and will give your portfolio a professional look for minimal hassle. Writerfolio provides you with a home page for your writing and a web address that can be either yourname.writerfolio.com or any other version you choose, such as yourname.com (provided it’s not taken by another user).

You can choose from a range of templates to get started quickly or start from scratch with your own design.

You can add as many projects or samples as possible and even include photos and videos. You can also link directly to documents related to each project so potential clients can see what you have written before they contact you.

How to market your copywriting portfolio 

Now that you have a great copywriting portfolio, how do you use it to attract potential clients for your copywriting services or writing courses? Here’s how to market yourself to prospects and get them interested in working with you. 

Post your copywriting portfolio on social media

It’s essential to reach as many prospects as possible to convince clients that you can write the copy they need and show aspiring copywriters that there’s a lot they can learn from you. Social media platforms like Facebook and Instagram offer great opportunities to spread the word about your expertise and skills. 

Moreover, LinkedIn is one of the best places to promote yourself as a B2B copywriter. Make sure to include a short post description and a link to your copywriting portfolio. That way, anyone clicking on it will immediately be able to understand what your niches of expertise are. 

Join online communities 

This is where other copywriters hang out. Sharing your portfolio will help demonstrate your skills and experience, and you’re likely to meet like-minded professionals who may be able to recommend you for jobs or refer you to past clients.  

Write a blog post about your experience as a copywriter

This is an excellent way to show prospective employers and new copywriters that you have experience in your field. You can write blog posts about your writing process, tips for creating effective copy, and anything else that might show your clients that you’re a good fit for their needs. Make sure to link to your portfolio, where visitors can find more work samples.

Create a resource guide for new copywriters 

You can share tips on how you got started writing copy and what resources helped you along the way. A resource guide is easy for new writers to learn about the industry and can be the lead magnet that will attract them to your course. Remember to include a link to your portfolio—what better way to show potential trainees that you can teach them valuable skills? 

Create a YouTube channel 

Talk about your experiences as a writer in actionable videos designed specifically for other writers who want to break into this field. Having video content like this on your channel will help attract more viewers and build an audience of people interested in learning from you directly.

A YouTube channel with a substantial following can help establish yourself as a thought leader and expert, which will positively impact your copywriting career. Make sure to promote your portfolio so potential clients interested in hiring you can better understand your work.

Spread the word in email newsletters

Here’s the deal: You’ve included a subscription form on your personal website and built a list of subscribers. Whether these are potential clients interested in your copywriting services or in your writing courses, keep them warm by sending them updates of your portfolio and any new projects you’ve added. 

Conclusion

Level up your success with a copywriting portfolio that impresses potential clients and demonstrates your expertise. All you need to do is follow the guidelines above and apply the tips you’ve learned. Most importantly, be sure to create a copywriting portfolio that is an accurate representation of your skills and capabilities. 

Think about what makes you unique as a copywriter and what sets you apart from the competition so you can incorporate that into your portfolio.

Include your best work and keep your site in a well-organized format. Also, pay careful attention to detail and make sure your portfolio is consistent across all pages. If done correctly, your copywriter portfolio will establish you as a trustworthy and knowledgeable expert, opening new doors to prospective clients.

Remember that your success is all about your client’s success—make sure to get that message across and deliver on your promise later.

Need a helping hand? Try our AI writer and its various tools. This software uses the power of machine learning to streamline the writing process and help you focus on what matters:  impressing your clients.

Good luck with your copywriting portfolio!

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