If you’re an aspiring copywriter looking to start a freelance business or launch an agency, you need clients. And to get clients, you need a copywriting portfolio highlighting your knowledge, skills, and unique writing abilities. And to showcase your writing, you need to learn how to build a copywriting portfolio, even if you have little to no experience.
Fortunately, you’re already taking a step in the right direction. This blog post dives into everything you need to know about how to start a copywriting portfolio.
IN THIS ARTICLE:
What is a Copywriting Portfolio?
What to Include in a Copywriting Portfolio?
How to Build a Copywriting Portfolio with No Experience
What Makes a Good Copywriting Portfolio?
How to Create a Portfolio for Copywriting in 6 Steps
Start a Copywriting Portfolio Today with Bluehost & WordPress
So, what are you waiting for? Whether you have a few projects under your belt or are starting your writing career from scratch, here’s how to build a copywriting portfolio that shines!
What is a Copywriting Portfolio?
Before diving into how to build a copywriting portfolio, let’s make sure we’re on the same page. So, what is a copywriting portfolio?
A copywriting portfolio is a collection of your best writing samples showing your skills and abilities to potential clients. It can be helpful to think of your portfolio as your personal marketing collateral. Just like a resume, your portfolio should highlight your experience, education, and skills. However, unlike a resume, a portfolio gives you the opportunity to showcase your work more creatively. By investing time into learning how to build a copywriting portfolio that stands out, you’ll be able to land better clients and command higher rates for your work.
What to Include in a Copywriting Portfolio?
Copy, of course! But the type of copy is up to you… and what you have available. Some copywriters niche down and only work on certain types of projects. For example, you may decide to be a website SEO copywriter and help businesses write websites that engage readers and rank on Google. Or maybe you want to be a blog writer–although more “content” focused than “copy,” every business can benefit from a blog, so your prospects are endless. Whether you choose to niche down or offer a broad range of services, it’s important to include multiple types of writing projects in your portfolio.
Types of Copywriting Projects to Include in Your Portfolio
Here are popular types of copywriting projects to choose from and the skills they’ll show prospective clients:
Website Copy
- What: Home page, Services page, About page, etc.
- Example: Synergy Content Marketing Website
- Why: Website copy highlights your ability to write SEO-optimized content that informs and encourages readers to move through the buyer’s journey.
Blog Posts
- What: Blog posts are pieces of informational and educational content that thoroughly explain a topic, providing value to the reader.
- Example: How to Write a Blog Post for Your Business
- Why: Blog posts highlight your ability to research and write detailed content on a variety of subjects.
Sales Pages
- What: Long-form sales page for a digital course, product, service, or membership program.
- Example: ALFitCrew Fitness App
- Why: Sales pages highlight your ability to sell through copy without being too “sales-y.”
Social Media Content
- What: Captions (and graphics, if applicable to your business offerings) on Instagram, Facebook, LinkedIn, TikTok, etc.
- Example: North Tahoe Event Center Instagram Page
- Why: Social media marketing is a highly sought-after service, and social media post caption examples highlight your ability to create content that generates engagement on socials.
Digital Advertisements
- What: Facebook Ads, Google Ads, Display Ads, etc.
- Example: Types of Digital Ads
- Why: Digital ad copy highlights your ability to write concise, catchy messages that quickly inspire a user to take action and click an ad.
Video Scripts
- What: YouTube video scripts, Instagram Reels scripts, etc.
- Example: Original IG Reels Video
- Why: Short-form video is trending, and businesses want to partner with writers who can create engaging video content–scripts show you can do that. (Bonus points if you can highlight the script copy & final video project in your copywriting portfolio.)
Marketing Emails
- What: Email Welcome Series, Sales Email, Stewardship Newsletter, etc.
- Example: Example #1, Example #2, Example #3
- Why: Email marketing is NOT dead. Email copy highlights your ability to build relationships with readers with on-brand messaging that accomplishes a specific goal.
A general rule of thumb is to include examples of the type of work you want to do. If you don’t enjoy blog writing, don’t include tons of blogging examples. Because if you do, you’ll most likely attract people who want you to write blogs.
If you’re unsure of your niche or don’t have one (which is totally fine–I don’t believe every copywriter needs to niche down, especially not at first), go for variety. Show off your ability to write stellar content for multiple types of projects, audiences, and businesses.
How to Structure Your Copywriting Portfolio Projects to Highlight Diversity
There are a few things to keep in mind when putting together a portfolio. First, choose your best writing samples and be sure to proofread them carefully. You should also include a mix of different types of writing, such as web copy, blog posts, and even print ads or brochures. In addition to writing samples, your portfolio can include infographics, videos, and other multimedia content you’ve created.
The key is choosing 5-7 pieces demonstrating your ability to produce high-quality content that engages readers and drives results. Here’s an example of how to structure your copywriting portfolio:
- 2 Blog Posts: Mix it up with blog posts for different types of businesses (i.e., product-based business vs. service provider).
- 2-3 Social Media Captions: Don’t just focus on one social platform. Each platform has a different content approach, and you want to showcase your cross-channel expertise. Include graphics/videos with your captions if you’re great at design and offer it as a service.
- 1-2 Website Landing Pages: If you haven’t written a complete website, that’s okay! Include examples of specific website pages (i.e., an About page and a Services page).
- 1-2 Ad Copy: Show you can sell through your writing with compelling ad campaigns!
- 1-2 Sales and/or Stewardship Emails: Sales emails sell; stewardship emails build relationships with readers. Both are essential–show you can do both.
Last but not least, provide context for each project, including the strategy, target audience, and goal. Tell your potential clients how what you wrote accomplished the desired result.
How to Build a Copywriting Portfolio with No Experience
Now, if you have little to no experience as a freelance copywriter, you might be wondering how in the world you’ll be able to put together a decent portfolio. No worries! Here’s how to build a copywriting portfolio with no experience by gathering content in five ways:
1. Write for a Fictional Company
Create a fictional company and write copy for them. The goal is to showcase your writing skills by highlighting what you can do for businesses. The business doesn’t have to be real for you to do that. (Just don’t lie and claim it’s a real company.)
Before starting the copy, it’s essential to nail down the business details. For example, you’ll need to decide on the company’s…
- Industry
- Business name
- Website design (you can create a free website for this business, so it looks legit when potential clients check it out)
- Unique value proposition
- Core values
- Brand pillars
- Voice & brand messaging
- Target audience
- Location (if it’s a location-based business)
Once you create a fictional business, write diverse content that highlights your copywriting skills. Write copy for the business’s website, two or three blog posts, some social media captions, an email newsletter–anything you want to show potential clients you can write!
2. Write for Friends or Family Members
While no copywriter likes writing for free, when trying to figure out how to build a copywriting portfolio with no experience, giving away content is a reasonable strategy. But don’t give it away to just anyone! If a friend or family member owns a business, offer to write for them “on the house.” That way, your time and effort go to a worthy cause.
You can revamp their website with fresh SEO-optimized copy. You can write a few blog posts that highlight their products or services. Or, you can run a few Facebook ads to get familiar with the experience.
It’s a great way to start a copywriting portfolio. It’s also the only time I’d suggest writing something for anyone for free. Even brand-new copywriters deserve compensation from clients!
3. Write for Yourself
Did you write website copy for your new copywriting business? Do you have a blog? Are your personal social media captions well-written and engaging? That’s all content you can include in your copywriting portfolio. Just make sure to highlight your best work and nothing too casual or personal on your business website.
4. Write Copy for Famous Brands as an “Illustration Only” Example
Again, don’t lie and claim you actually wrote for famous brands. Instead, illustrate what you would write for them if they hired you. Do you have a super catchy idea for a Coca-Cola commercial? Write it up! Do you think a famous brand’s website could be better? Show us! Use your creativity to show potential clients the amazing possibilities when working with you. But–and I can’t stress this enough–make it very clear that the pieces are for “illustration only” and that the brand is not your client.
5. Write for a Real Company
At E&E, we love helping new copywriters thrive! And we know that starts with having a stellar copywriting portfolio with projects that showcase your best work. So, rather than racking your brain about how to create a portfolio with no experience, write for us! We offer a 4-week blog writing coaching program, where you’ll learn how to plan, structure, and write an SEO-optimized blog post. At the end of the four weeks, you’ll publish an excellent blog post on the Earn and Explore website to use in your copywriting portfolio. Reach out to learn more about this opportunity!
What Makes a Good Copywriting Portfolio?
Whether you’re applying for a copywriting position at a company, trying your hand at freelancing, or starting a copywriting business from the ground up, you need a portfolio. But not just any portfolio–a really good one that stands out from all the other copywriters. Because there are a lot (approximately 131,200 employed copywriters in the U.S.). This doesn’t include freelancers, business owners, or the thousands of writers in other countries.
Here’s how to build a copywriting portfolio that’s excellent and true to yourself:
First, include a variety of writing samples. Showcase your range by including long-form and short-form pieces, as well as examples of web and print copy.
Second, proofread everything before you submit it. Even the best writers make mistakes, so take time to edit your work and make it as error-free as possible. 74% of web users care about the quality of grammar and spelling on company websites. So much so that 59% wouldn’t purchase something from a company if mistakes were obvious. Since the service you’re trying to sell is outstanding writing, your writing samples must be outstanding.
Finally, don’t be afraid to show personality in your writing. Your portfolio is an opportunity to show off your unique voice and style. Let your personality shine through your work and portfolio design (more on that in a bit).
How to Create a Portfolio for Copywriting to Showcase Your Work in 6 Steps
Now that you know what to include in a copywriting portfolio, let’s dive into the details of creating one. Once you have your writing samples ready, you need a place to showcase them. Here’s how to start a copywriting portfolio using Bluehost and WordPress.
1. Purchase a Domain Name
Your domain name is your website URL (www.yourdomainnamehere.com). It’s where potential clients will go to see your work and learn about your services. Many freelancers opt to use their name as their business and domain name. For example, “Clara’sCopywritingCorner.com” or “JohnSmith.com.” If your goal is to expand into an agency, you can go with something less personal and more objective like “CentralParkCopywriting.com” or “ConveyCopywritingAgency.com.” Once you choose a business name, check to see if the domain name is available and purchase it.
2. Select Your Hosting Provider
Bluehost is one of the most popular website hosting providers on the market. And for good reason! Bluehost offers many features, including unlimited storage, bandwidth, and email accounts. Plus, their prices are very competitive. But what really sets Bluehost apart is its excellent customer service. Their team is available 24/7 to answer any questions you may have. If you ever have any problems with your account, they will work quickly to resolve the issue. I highly recommend Bluehost, especially if you want a professional business website that features your copywriting portfolio. Give Bluehost a try.
3. Download WordPress.org Software on Your Web Host
Once you have a domain name and host, it’s time to download WordPress.org. (Note: this is not the same as WordPress.com–make sure to use WordPress.org.) You have options like Squarespace or Wix, but WordPress is the premiere choice. It’s used by millions of people worldwide, including well-known companies like The Guardian, Forbes, and The New York Times. It’s easy to use, versatile, customizable, and search-engine friendly. Plus, Bluehost and WordPress.org go together like PB&J. It’s the perfect software team to bring your copywriting portfolio to life!
4. Choose Your Website Design
Unless you’re a designer, don’t worry too much about making your website design super fancy–at least not at first. A simple, clean website is all you need to build a professional-looking copywriting portfolio you’re proud of. WordPress offers thousands of free pre-designed website templates to choose from!
5. Write Copy for Your Website Landing Pages
Now it’s time to start writing. Your copywriting portfolio isn’t just a place to showcase outside projects. Potential clients will consider what you write on your website too. A few key pages to include are Home, About, Testimonials, Portfolio, and Contact. To simplify your website, have information about yourself, testimonials, and contact information on your Home page. Then create one other page for your copywriting portfolio.
6. Publish Your Writing Samples
Last but not least, publish your writing samples! If you’re showcasing published work (like a blog you wrote for E&E), write a case study explaining the project and link to the final piece. Don’t repost published content on your portfolio–always direct readers to the final product when available.
Start a Copywriting Portfolio Today with Bluehost & WordPress
Every copywriter with a thriving business started without having a single piece of copy to show for their work. But by following these steps for how to build a copywriting portfolio with no experience, you’ll be well on your way to having a beautiful portfolio that attracts and converts your ideal clients into paying customers. To sum it up, here’s what I suggest you do now to start a copywriting portfolio today:
- Decide if you want to niche down or offer a broad range of writing services.
- Start writing–whether for a fictional company, a friend, or E&E via our 4-week blog writing coaching program.
- Choose a business and domain name, purchase a Bluehost hosting plan, and start a wordpress.org site.
- Select a design, and write a few pages of web copy.
- Publish your writing samples, case studies, and links to client projects
- Share your new copywriting portfolio with friends and family, on social media, and with business connections to get more eyes on your work!
If you have any questions about how to create a portfolio with no experience, feel free to reach out to me! I’m happy to offer some guidance about what to include in a copywriting portfolio based on your business direction and writing experience. And for more business tips, be sure to sign up for the Earn & Explore Newsletter. We are here to help you thrive!
