3 Must-Have Elements for a Client-Winning Portfolio

A winning writing portfolio isn’t about quantity; it’s about showcasing the right work to make clients think, “This is the writer I need.”

A winning writing portfolio isn’t about how much work you showcase—it’s about presenting the right samples in a way that makes clients think, “This is the writer I need.”

Whether you’re starting from scratch or revamping an old portfolio, a streamlined, professional approach will help you land the gigs you want. And no, you don’t need 50 samples or bylines in The New York Times to make an impact.

Here’s a high-level look at what every writer’s portfolio needs:

1. Showcase Your Best Work

Quality always beats quantity. Choose 3–5 of your strongest, most relevant samples. Tailor them to the kind of clients you’re targeting. If you’re pitching to SaaS companies, highlight your tech articles. Looking to break into travel writing? Showcase destination guides or blog posts.

💡 Pro Tip: Don’t have bylines yet? Create “spec” samples—pieces you write on your own to demonstrate your skills. Spec work shows initiative and lets you control the narrative.

2. Provide Variety with Focus

While your portfolio should reflect the type of work you want, a little variety goes a long way. Show you can write in different formats (e.g., blog posts, case studies, or product descriptions) while staying within your niche.

Example: For a health and wellness portfolio, you might include:

• A blog post on fitness tips.

• A case study about a client’s wellness journey.

• Social media copy for a health brand.

3. Include Testimonials and Results

If you’ve worked with clients, include testimonials or metrics to demonstrate your value. Examples:

• “This article increased our website traffic by 35% in one month.”

• “They delivered ahead of schedule, and the content perfectly matched our brand voice.”

Even if you’re new to freelancing, ask former colleagues or professors for references. A simple note about your reliability and skills can boost credibility.

You probably still have a lot of questions, especially if you’re working with ghostwritten content, sensitive projects, or you’re just starting out and don’t have bylines yet.

Full subscribers, let’s take a look at these common portfolio challenges and how to handle them with confidence.