Creating a Compelling Copywriting Portfolio: Guide
Written by  Daisie Team
Published on 8 min read


  1. What is a copywriting portfolio?
  2. How to select your best work
  3. How to present your work effectively
  4. Adding testimonials
  5. Listing your skills and experience
  6. How to design a portfolio that stands out
  7. Digital vs. print portfolio
  8. Updating and maintaining your portfolio

If you're a copywriter, whether you're just starting out or you've got a few years under your belt, having a solid portfolio is key. It's like your business card, resume, and work sample rolled into one. But how do you go about creating a portfolio that will make a lasting impression on potential clients? That's where we come in. In this blog post, we'll guide you on how to create a portfolio for copywriting that will highlight your skills, showcase your best work, and ultimately, land you more jobs.

What is a copywriting portfolio?

First things first: what exactly is a copywriting portfolio? Well, it's a collection of your best writing pieces that show off your copywriting skills. It could include anything from blog posts, product descriptions, and ads, to social media content, emails, and more. It's your chance to show potential clients not just that you can write, but that you can write in different styles, for different audiences, and across different mediums.

Think of it like an art gallery: each piece of writing is a different exhibit, showcasing a different facet of your writing ability. But just like an art gallery, your portfolio is not just about the exhibits—it's also about how those exhibits are presented. That's where the real magic happens!

Now, let's dive into the nuts and bolts of how to create a portfolio for copywriting that really stands out. We'll talk about how to select your best work, how to present it effectively, and even how to design a portfolio that really pops. So grab a cup of coffee, sit back, and let's get started!

How to select your best work

Choosing which pieces to include in your portfolio can be a tricky process. It's like trying to pick your favorite chocolate from a box full of delicious options. You might be tempted to include everything you've ever written, but remember: quality trumps quantity.

First, pick pieces that demonstrate your versatility as a writer. Have you written a punchy ad copy for a quirky startup? Include it. What about a heartfelt fundraising appeal for a non-profit? That deserves a spot too. By including a range of pieces, you're showing potential clients that you can handle whatever they throw at you.

Second, choose pieces that resulted in success. Did your email campaign lead to a spike in sign-ups? Did your product description boost sales? If you can tie your work to tangible results, you'll be able to show clients that you don't just write well—you write to get results.

Finally, don't be afraid to include pieces you're proud of, even if they don't fit neatly into the categories above. If you wrote a blog post that you think is your best work, include it. It's your portfolio, after all. The goal is to showcase your skills and demonstrate how you could be a valuable asset to potential clients.

How to present your work effectively

Now that you've selected your best work, the next step is to present it in a way that's both visually appealing and easy to navigate. This is a bit like arranging the furniture in your living room—you want it to look nice, but you also don't want people tripping over the coffee table.

Start with a clean, easy-to-read layout. Each piece of work should have its own section, complete with a title, a brief description, and any relevant results. Think of this as the label next to a painting in an art gallery—it provides context and helps the viewer understand what they're looking at.

Choose a logical order for your work. This could be chronological, with your most recent work first. Or it could be based on the type of work, with all your ad copy in one section, blog posts in another, and so on. The key is to make it easy for potential clients to find what they're interested in.

Finally, remember to keep it simple. You want your work to be the star of the show, not the flashy design of your portfolio. A simple, uncluttered layout allows your copywriting to shine, making it easier for potential clients to see your talent. After all, creating a portfolio for copywriting is all about showcasing your words, not your web design skills.

Adding testimonials

So, you've laid out your best work in an easy-to-navigate fashion. What's the cherry on top? Testimonials! They are like your friends who vouch for you when someone asks about you. They add credibility to your work and give potential clients a glimpse of what it's like to work with you.

But how do you go about adding them to your portfolio? First, you'll need to reach out to past clients, colleagues or even professors, if you're just starting out. A simple email asking for a few lines about their experience working with you can do the trick. Remember, the best testimonials are specific, so ask them to focus on particular projects or skills.

Once you have your testimonials, it's time to add them to your portfolio. A good rule of thumb is to place them next to the relevant work. For example, if you have a testimonial from a client praising your blog writing skills, place it next to samples of your blog posts. This helps draw a clear connection between what the testimonial says and the work you've done.

And remember, while it's great to have positive testimonials, don't be afraid to include constructive feedback. It shows that you're open to learning and improving—a key trait for any copywriter!

Listing your skills and experience

Now that you've showcased your work and testimonials, it's time to highlight your skills and experience. This section is where you can really shine and convince potential clients why they should pick you for their copywriting needs.

Start by jotting down all the skills you've picked up along your copywriting journey. It might be something as basic as "creating engaging headlines" or as complex as "optimizing web content for SEO". The key here is to be specific and honest about your abilities.

Don't forget to include your experience. This includes any jobs or internships you've had, freelance work you've done, or even important school projects if you're a newbie. Make sure to include the company's name, your role, and a brief description of your responsibilities. If you've worked with notable brands or on significant projects, be sure to highlight them.

One last tip — don't just tell, show! If you say you're great at writing product descriptions, include a link to a product page you wrote. Demonstrating your skills in action will be much more impactful than simply listing them.

Remember, the goal is to create a portfolio that reflects your unique style and skills as a copywriter. By carefully selecting your best work, presenting it effectively, adding testimonials and listing your skills and experience, you're well on your way to making a compelling copywriting portfolio.

How to design a portfolio that stands out

Designing a portfolio that stands out is about more than just choosing the right pieces of work. It’s about creating a visual experience that tells your story as a copywriter. So, how do you design a portfolio that not only showcases your work but also stands out from the crowd?

First, think about your branding. What colors, fonts, and images represent your style? Use these elements consistently throughout your portfolio. This helps to create a cohesive look and feel, and it also helps potential clients to recognize and remember you.

Next, think about the layout of your portfolio. Here, less is more. Keep the design clean and easy to navigate. Each piece of work should have its own space to shine. Use clear headings, subheadings, and bullet points to make your information easy to scan.

Finally, make sure your portfolio is easy to use. This means that all links should work, images should load quickly, and the navigation should be intuitive. If your portfolio is frustrating to use, it doesn’t matter how good your work is — people won’t stick around to see it.

Remember, your portfolio is a reflection of you as a copywriter. It should showcase your skills, your experience, and your unique style. By paying attention to the design, you can create a portfolio that truly stands out.

Digital vs. print portfolio

Now that we've covered how to design a standout portfolio, let's talk about the medium. Should your portfolio be digital or print? The answer is, it depends on you and your target audience. Let's take a look at both options.

Digital portfolios are becoming increasingly popular in the world of copywriting. They are easy to share — you can simply send a link to potential clients or employers. Plus, they allow you to showcase a wide variety of work in different formats, such as blog posts, social media updates, and email newsletters. Digital portfolios are also interactive, which means you can include links, videos, and other interactive elements. And the best part? They're easy to update. You can add new pieces of work or remove old ones at any time.

On the other hand, print portfolios have their own unique charm. They allow you to present your work in a tangible format, which can make a big impression on potential clients or employers. With a print portfolio, you can choose high-quality paper and printing techniques to really make your work shine. However, print portfolios are less flexible than digital ones. You can't update them as easily, and they're harder to share.

So, which one should you choose? The choice between a digital and a print portfolio depends on your personal preference, your target audience, and the type of work you do. You might even choose to have both, so you're prepared for any situation.

Whatever you decide, remember that the key to a successful portfolio — whether it's digital or print — is to make it a true reflection of your skills and experience as a copywriter.

Updating and maintaining your portfolio

Let's not forget about the importance of keeping your portfolio up-to-date. It's not just about how to create a portfolio for copywriting, but also how you maintain it. Think of your portfolio as a living document that grows and evolves with you as you hone your craft and take on new projects.

Regular updates are key. Did you write a killer product description that increased sales? Add it to your portfolio. Did you craft a social media campaign that went viral? That deserves a spot too. Each new piece of work you add to your portfolio is another testament to your skills and adaptability as a copywriter.

But updating your portfolio isn't just about adding new work. It's also about pruning old work that no longer represents your best abilities. Remember that project from five years ago that you're not quite proud of? It might be time to let it go. In other words, quality trumps quantity. It's better to have a handful of outstanding pieces than a truckload of mediocre ones.

Lastly, don't forget to update your skills and experience list regularly. Did you learn a new copywriting technique? Did you attend a workshop or take a course? Make sure to include these in your portfolio. After all, continuous learning is a hallmark of a great copywriter.

To sum up, creating a compelling copywriting portfolio is a continuous process. It's about showcasing your best work, presenting it effectively, and keeping everything up to date. So, keep writing, keep learning, and keep updating. Your portfolio will thank you for it.

If you're looking to create an impressive copywriting portfolio, don't miss out on Jasmine MacPhee's workshop, 'The Ultimate Role-Getting Portfolio Layout.' This workshop will guide you through the process of building a portfolio that showcases your skills and helps you land your dream copywriting role.