The key goals of every copywriter are to impress potential clients with their work and land as many lucrative contracts as possible. Having a diverse copywriting portfolio can help you reach these objectives!
A copywriting portfolio is a carefully curated compilation of your previously authored content and published pieces. It demonstrates to prospective clients what you are capable of, the kind of writing you can write, the results you accomplished, and what your previous clients and consumers thought of your work.
To persuade potential clients to hire you, your professional portfolio should constantly feature your best work. The content you choose to include in your portfolio should demonstrate that you are a highly literate and capable copywriter with industry experts who can meet deadlines and work to precise briefs.
The ideal copywriter’s portfolio will typically include both long- and short-form pieces of content that cover a wide range of forms, topics, and tones. If you specialize in both commercial and editorial work, it’s a good idea to include content samples for both.
Let’s look at the art of creating an excellent copywriting portfolio, what it should include, and how you may position yourself for success in the competitive copywriting profession.
Why Does Every Copywriter Require a Portfolio?
Every prospective client seeks a copywriter with specific talents and abilities. Every copywriting job advertisement is unique, and not every writer is ideally suited to a given task.
When a client looks at your copywriting portfolio, they usually have three key questions:
- Does this writer have the tone, style, and quality of writing that I’m looking for?
- Has this professional working with businesses or industries similar to mine and written similar pieces of copy to what I require?
- Does this writer appear professional, capable, reliable and, capable of meeting my deadlines?
Ultimately, the goal of developing a copywriting portfolio is to demonstrate to prospective clients that you can generate the type and quality of work they demand.
If you work in or plan to work in the copywriting sector, you may already be aware that potential clients do not want to have to comb through dozens of pieces of your work to assess your talents and skills.
Most clients and editors are short on time and aren’t interested in reading your last essays for hours.
Your portfolio provides them with a few well-picked, high-quality examples of your work to evaluate, which simplifies and expedites their employment decision-making process.
This immediately provides clients a positive picture of you as a professional, and it also ensures that you can regularly show off your best work.
What Every Copywriting Portfolio Should Contain
Because of the diverse and varied nature of the writing industry, each copywriting portfolio will be unique. However, there are a few critical elements that every successful portfolio must-have.
Your copywriting portfolio should concentrate on providing the following four types of information to clients:
- Your abilities, skills, and competencies as a content writer. Your portfolio should clearly illustrate your ability to write compelling, entertaining, and grammatically accurate pieces according to your client’s goals and specifications.
- Examples of your work highlight the type of work you want to do for clients in the future.
- Client testimonials, evaluations, and other types of social proof can be used to demonstrate your dependability and proficiency in your sector.
- Specifics about your featured projects, such as their briefs, methodology, obstacles, and outcomes.
It should provide your prospective clients with the following information about you and your services:
- An About Me page that informs clients about your education, abilities, achievements, and copywriting experience.
- Your contact information, including a professional phone number, email address, and links to social media platforms like LinkedIn and Twitter.
- A comprehensive list of the services you provide, as well as how long it would take you to accomplish each work in an ordinary circumstance. This provides clients with a firm and realistic estimate of the turnaround times they can expect while working with you.
- The advantages that your services will provide to your clients if they opt to hire you.
- Case studies of previous projects demonstrate how you addressed the needs of those clients and creatively solved their difficulties.
- Positive feedback from previous clients who were pleased with your work and talents.
- A breakdown of your fees.
What You Shouldn’t Include in Your Copywriting Portfolio
Now that you know what you should include in your professional copywriting portfolio let’s look at what you should leave out entirely.
- There are far too many work samples. Prospective clients will not have the time to read every article you’ve ever written, so don’t include them all in your portfolio. As your career progresses, continue to retain your best, most outstanding writing and update your portfolio regularly.
- Work samples that are of poor quality or are out of date. Articles you authored at the outset of your career may not have impressed your clients ten years later. Add fresh and more technical work examples to your portfolio as you develop new skills and expertise in your copywriting sector to reflect your current capabilities appropriately.
- Personal details. Your ‘About Me’ section should undoubtedly include information about your work history, professional accomplishments, and, to a lesser extent, your personal life.
In your portfolio, you can demonstrate some of your unique personality by mentioning where you live, what world topics you’re passionate about, and any talents or professional pursuits you have outside of your copywriting career. It’s a good idea to keep information like your marital status, children, height and weight, and favorite food out of your portfolio.
- Selfies. It’s a good idea to include a photograph of yourself in the About Me part of your copywriting portfolio. This photo, on the other hand, should be a high-quality shot taken by a professional photographer. Using a professional photograph of your profile that you took yourself is also okay, but avoid using that vacation beach selfie as your portfolio profile picture.
- Personal email addresses that are unprofessional. Email addresses like ‘firstname.lastname@example.org’ simply do not seem professional in a work portfolio. Instead, you may quickly establish an individual or business email with your name or the name of your firm to include in the document.
Make Your Portfolio a Resource
If you’re thinking about a career in copywriting or already work in the sector, it’s time to create an impactful copywriting portfolio.
Prospective clients will be drawn in by your portfolio, which will provide them with all the information, evidence, work examples, and glowing testimonials they need to decide to work with you and contact you.
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