7 Steps to Crafting a Winning Writing Portfolio (with examples)
Whether you’re a ghostwriter, journalist, freelance writer, or author, your writing portfolio is more than a summary of your work—it's your resume, business card, and storefront. To turn writing into a career, your portfolio should showcase your expertise and leave clients impressed.
This post will walk you through seven steps to collecting and curating your samples, plus tips on using web design to make them shine. For inspiration, we’ve included example portfolios that highlight a writer’s skills.
1. Understand the market and find your niche?
Before launching your freelance writing career, it’s crucial to understand your target audience. Just as a tailor measures a client before crafting a suit, a portfolio should be tailored to a specific audience. By knowing what your potential clients are seeking, you can position yourself as the solution to their needs—and win the gigs you want. Remember, your portfolio is about you, but it's also about the client.
Choose your market
No one hires a generic "writer." If you’re unsure of your niche, consider these common fields:
Ask yourself what you enjoy writing and whether there’s demand for it. Think about industries too—whether it’s finance, health, parenting, or romance fiction, each broad area of freelance writing has a niche you can focus on based on your skills and interests.
Once you’ve chosen your market, familiarize yourself with current trends and see what top experts are producing. This isn’t about copying, but about showing future clients that you understand the field.
Aligning your interests, experience, and industry knowledge helps you set clear goals for your portfolio and define the message you want to send to attract the right clients. By understanding what clients in your niche want, you can curate your portfolio to present yourself as their ideal hire.
Identify your ideal clients
Once you've chosen your market, it's time to pinpoint your ideal clients. You want to be the go-to person who can solve their specific problem. Editors receive countless writing portfolios, so yours needs to clearly demonstrate that you can deliver the work they need and have a track record of success.
For example, if you’re a ghostwriter specializing in romance novels, your portfolio should highlight experience in:
On the other hand, if you’re targeting copywriting and content marketing work in real estate, your portfolio might focus on:
Just as a romance writer will stand out over a generalist for a romance project, a copywriter specializing in yoga and nutrition will outshine a finance copywriter for a health and wellness gig. Whether you choose a niche that aligns with your interests or where the demand is, your portfolio should reflect what your ideal client expects.
Take ghostwriter Michelle Schusterman ’s portfolio, for instance. At a glance, it’s clear that she specializes in children's fiction, specifically middle-grade. When potential clients view her portfolio on Reedsy, they instantly understand her niche and the style of writing they can expect.
2. Select relevant writing samples
With your audience in mind, it's time to curate your writing portfolio. The key is to include only the best and most relevant work—10-30 pieces if you have a substantial portfolio, or three to five high-quality samples if you're just starting out.
Curate your examples
Your portfolio should demonstrate that you can write, connect with readers, and present yourself professionally. Avoid overwhelming clients with a complete chronology of your work; focus on what’s most relevant to the jobs you’re seeking. For instance, Simon Denyer ’s portfolio on Authory effectively balances between specificity and depth. He’s covered country specific-writing across most of Asia, on topics from climate to wildlife pieces, and even the Olympics; yet although there’s variety, a theme runs through his work.
Divide your portfolio into relevant sections
Organizing your portfolio into sections makes it easier for clients to navigate. For example, Jennifer Fernandez ’s portfolio divides her work into categories like design, travel, and lifestyle, providing a clear overview at a glance. You can group your writing by topic, type, or chronology based on what best showcases your strengths.
Pad your portfolio with spec pieces
If you're new to the field or have limited relevant samples, consider adding spec pieces—unpublished works that showcase your skills. Make it clear these are practice pieces, and explain the thought process behind them. This approach demonstrates your ability to research, choose suitable topics, and write for specific audiences.
3. Pick a host platform
With your content ready, decide where to host your portfolio. You have two main options: create your own website or use a portfolio hosting service.
Create your own website
Building your own website gives you complete creative control. Platforms like Squarespace, Wix, and WordPress offer easy-to-use templates that help you design a professional portfolio. A custom URL can also strengthen your brand.
Alternatively, you can hire a designer for a more bespoke website, like the one Matthew Prodger created for author Sharon Janet Hague. It’s clear, professional, and mobile-friendly—key for clients who might view your portfolio on the go.
Choose a portfolio host
If creating a website feels like too much work, many portfolio hosts are designed specifically for writers. They’re easy to set up and maintain. Some popular options include:
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Robin van Gammeren ’s portfolio on JournoPortfolio, for instance, allows visitors to browse by publication, category, and keyword, making it easy for clients to find exactly what they’re looking for.
If you are a ghostwriter and meet our selection criteria, you can also apply to freelance via Reedsy, and set up a portfolio on your personalized profile, which clients can browse on our marketplace. Check out the criteria here .
Kendall Davis is a ghostwriter with Reedsy, and when clients view her portfolio, they see the extensive work she’s done in writing, her past clients, and with our expanded overview section, they also get a snapshot of who she is.
4. Nail the design and layout
Having assembled all your writing ingredients, and decided upon where to host your digital portfolio, let’s bake this writerly cake!
Make it reader friendly
A professional-looking portfolio is key. Whether using a host site or a custom website, simplicity is crucial. Include a landing page, a showcase of your writing, and a contact page. Keep navigation smooth and minimize scrolling and clicking to avoid frustrating potential clients.
Choose simple color schemes and themes
You are a brand, so your portfolio’s design should reflect that. Opt for simple color schemes and themes that let your work shine. For example, Mayson Taylor ’s portfolio uses a clean, newspaper-inspired design that highlights her entertainment-focused writing.
Go for sans serif fonts
Sans serif fonts are clean and easy on the eyes, making your portfolio look sharp and reader-friendly. Pair bold sans serif headlines with matching body text for a polished look. If you use serif fonts, limit them to decorative elements that don’t contain key information.
Use white space
Less is more when it comes to design. White space helps focus attention on your work, making it easier for clients to absorb what you’re showcasing. For example, Nozlee Samadzadeh ’s minimalist portfolio design keeps the focus on her writing.
5. Lead with prominent clients
Referrals are powerful, so ask your clients for reviews and feature the best quotes on your portfolio. If you've worked with well-known companies or individuals, highlight their names or testimonials prominently. For example, ghostwriter Alice Sullivan on Reedsy lists the notable people she’s worked with to emphasize why she’s the right choice.
Include social proof and testimonials
If you haven’t worked with big names, don’t worry. Testimonials from satisfied clients are just as valuable. On your Reedsy profile, for instance, the reviews section can showcase your professionalism, work quality, and responsiveness—key factors that can turn prospects into clients.
6. Remember to include your contact information
It may seem obvious, but it's crucial to make your contact details easy to find. Include a call to action for clients to reach out at strategic points on your portfolio.
If you’re building a site from scratch, ensure the “Contact me” section is visible, such as in a banner at the top or bottom of your site.
Don’t forget to include a bio
Add a short bio that introduces who you are, your profession, and your top credentials. Include a professional photo to show the person behind the words. If writing your bio feels challenging, remember Reedsy book designer Caerus Kourt ’s advice: This is about your clients. What can you do for them? What have you done for other people like them in the past? What can they expect to receive if they hire you? Once you turn the focus away from yourself in this way, it gets a bit easier to write.”
7. Update your portfolio regularly
Once your portfolio is live, keep it updated as your career progresses. Add new samples and replace outdated ones to ensure your portfolio always reflects your current skills.
Check your links regularly, too—online content can change or disappear, and you don’t want clients encountering dead links.
Finally, share your portfolio link on social profiles, LinkedIn, and even on your business card. Building a freelance writing portfolio might seem daunting, but by following these seven steps, you’ll have a standout profile in no time.
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Freelance Copywriter and Editor | SEO Optimized Blogs and Social Media Content Creation
3 个月Great tips for crafting a winning portfolio