This is what clients want to see in your portfolio

How to make sure it shines

Author

Diana Kelly Levey
October 15, 2025 • Estimated Reading Time: 9 minutes

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It doesn’t have to be expensive or complicated to start a freelance writing career: an efficient computer, a strong internet connection, motivation, nerves of steel, and ideally, a website or digital portfolio link.

Your clients want to learn more about you, see a photo, discover where you live, see who previous clients were, and read some of your work. That’s why I think every successful freelancer should have a portfolio they can send to a client.

This can be a super-simple website (there are a lot of free options) or a third-party platform like Authory to curate and host your live clips.

Here are some components a freelance portfolio needs:

Samples
This is the heart of your portfolio. It’s the “proof” clients are looking for that you can do what you say you can.

Show a mix of work that highlights your skills and versatility. Writers, that means blog posts, articles, emails, or copywriting samples. Designers, consider showcasing a range of services, such as logos, social media graphics, and website designs.

Pick your best stuff. Make sure your samples match the kind of work you want to get hired for next.

Some freelance writers organize by niche topic (I do) while others list them by type of freelance writing, like essays, copywriting, content marketing writing, and thought leadership. If you use a website like WordPress, you can tag various articles for more than one niche. (I’d bet the other CMS platforms allow for this as well.)

Bonus move: Include a short blurb under each sample describing the goal or result (“This blog ranked #1 for X keyword within two months”).

Testimonials
Nothing builds trust faster than real feedback from happy clients. Add quotes that highlight your skills, communication style, and professionalism.

Don’t have testimonials yet? Consider offering a small project at a reduced rate in exchange for one (and make sure you wow them).

Services
Spell out exactly what you offer and keep it clear. Clients shouldn’t have to guess what you do. Sometimes clients say “content writer” but they actually want “copyeditors” or “copywriters” so clarify your skills on your site.

Instead of simply saying “I’m a freelance writer,” list whether that includes blogs, website copy, email campaigns, or white papers. The clearer you are, the more confident a client feels reaching out.

Info About You
People hire people, not just portfolios (most of the time). Add a short, friendly intro that shares your story and what lights you up about your work. A personal touch helps potential clients feel like they already know you. People want to see photos. Have a friend take some of you wearing a professional-looking or plain top in good lighting and a big smile.

Contact Info
Make it ridiculously easy for someone to get in touch with an assignment. (THIS is one of my pet peeves —when I can’t figure out how to contact someone. )Drop your email, link your LinkedIn, and possibly your social handles, too.

Check out this new blog for more advice freelance…👇

Diana

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