As a copywriter, your portfolio is your most powerful tool to showcase your skills, creativity, and value to potential clients or employers. But how do you create a portfolio that stands out from the crowd and lands you your dream job? Here are some tips to help you craft a compelling and professional copywriting portfolio that showcases your best work.
The first step is to choose a platform where you can display your portfolio online. There are many options available, such as WordPress, Squarespace, Wix, or dedicated portfolio sites like Contently or JournoPortfolio. The platform you choose should be easy to use, customizable, and responsive to different devices. You should also consider your budget, your target audience, and your personal brand when choosing a platform.
The next step is to select the samples that you want to include in your portfolio. You should aim for quality over quantity, and choose samples that demonstrate your range of skills, styles, and industries. You should also include samples that are relevant to the type of work you want to do, and that showcase your results and impact. If you don't have enough samples from your previous work, you can create your own samples by rewriting existing copy, writing for a fictional client, or doing pro bono work for a cause you care about.
Yes, you want to showcase your best work, but don’t be afraid to “go deep” on the projects you do share. When I hire a copywriter, I’m looking for someone who understands the process and will give me lots of options. Don’t just show me the finished copy, let me see the work along the way.
The third step is to organize your portfolio in a way that makes it easy for visitors to navigate and find what they are looking for. You can organize your portfolio by category, such as web copy, email marketing, landing pages, blogs, etc. You can also use tags, filters, or search functions to help visitors sort your samples by industry, niche, or topic. You should also include a clear and concise introduction that summarizes who you are, what you do, and what you can offer.
The fourth step is to showcase your value as a copywriter by highlighting your achievements, testimonials, and case studies. You should include metrics and data that show how your copywriting has helped your clients or employers achieve their goals, such as increased conversions, sales, leads, or engagement. You should also include testimonials from your satisfied clients or employers that showcase your professionalism, reliability, and creativity. You can also use case studies to tell a story of how you solved a problem, overcame a challenge, or delivered a solution with your copywriting.
A creative will always be as valuable as the last problem he or she helped solve with his or her creativity whether his or her wage shows it or not. It is very hard to put a number on a great problem solver. Your passion has value, your energy has also value, and your level of commitment too, and telling the story one ad at a time can show others your worth not in dollars but in corporate currency. Money is important but value is paramount.
The final step is to update your portfolio regularly with your latest and best work. You should also review your portfolio periodically and remove any outdated, irrelevant, or low-quality samples. Updating your portfolio will help you keep it fresh, relevant, and appealing to your target audience. It will also help you showcase your growth, development, and improvement as a copywriter.
There's always this ad or that campaign every creative holds dearly close to his heart and therefore tries to show them at every interview possible. Though great ideas are timeless, and definitely you have to show pride in your work, you still need to present evolution in your craft. Maybe a small section in your portfolio that says "Oldies but goodies" or "worth showing" so you sadly wouldn't have to kick them off of it. That way you'll convey certain consistency and interviewers (If they are creatives also) can have a better understanding of your particular style.
Pick the 10 pieces that better explain not what you have done, that’s obvious, but what you are capable of doing for them. Tell the story, and talk about how they came about, and what was the problem you solved. That shows your passion and I know for experience that passion is more attractive than just talent for many employers.