If you think portfolios are only for graphic artists then think again, writer! A solid, engaging, and well-structured portfolio is one of the most powerful tools you can use to showcase and sell your skills as a copywriter. It can take your application from pre-screening to interview in a flash.
A respected copywriter has an established voice and brand that is reflected in their portfolio, which can feel intimidating as you begin building yours from scratch. Luckily, we know that it only takes 5 steps to start yours before you can send them out to recruiters. Let’s take a dive in, shall we?
Step 1: How Do You Fill a Copywriter Portfolio?
What does a new copywriter portfolio look like?
Let’s say your portfolio is completely blank – the best way to start would be to just…write. Go ham! If you’re aiming to write copies, it helps to explore different types of copywriting (we’ll get into that later) and find writing prompts that push you to tackle a variety of topics. With this tip, you can experiment with different styles and emulate what you see. This way, it’s practice before praxis, A.K.A. you do a little bit of practice before putting your work out there.
As the saying goes, repetition leads to mastery! However, the issue with just writing for yourself is the lack of feedback, a crucial part of growth. At its core, writing is about communicating a message to your audience, and as a copywriter, your audience isn’t just yourself; it’s your clients, the public, and the world at large.
There are different ways to go about getting feedback for your work:
Copywriting Work as a Beginner
Speculative work, “spec” work, work “on spec” or, to put it bluntly, free work is a way to dip your toes into the world of copywriting as a beginner. Clients may ask for work on spec before committing to a paid project or contract with you to assess your skills and style – usually as a test with situational instructions. While there is no guarantee of any compensation, it’s a way to gain experience, feedback, and potentially land a contract.
Some copywriters advise against spec work, seeing it as exploitative. However, it can be unavoidable, especially when working with certain clients. Should you decide to do spec work, ensure that it will be for a client you’re passionate about working with.
Internships also provide great mentorship opportunities to start your copywriting career roadmap. You’ll gain real-world experience in the niche or industry you want to write for, working alongside professionals who can teach you the ropes, giving you essential feedback along the way. As internships are often unpaid, aim for industries or organizations you’re passionate to work with, much like in spec work. Through this, you can build a portfolio founded on real campaigns.
Step 2: Pick Different Types of Copywriting
The portfolio of a copywriter should showcase versatility. Whether it’s an internship or spec work, you’ll receive requests for a variety of copywriting types. Not all are the same, but it’s best to showcase how you approach each to show versatility and how you adapt your writing style. Folks usually separate copywriting in terms of long and short form. But the better way to look at copywriting types is through their goals since you can achieve the same result with different lengths of copies. These include, but are not limited, to:
- Direct Response. This converts viewers into prospects. The goal is to have the reader perform a specific action; going to a different site, signing up for a subscription, or answering a survey. This can range from short forms like social media ads, to longer forms like landing pages.
- Content Marketing. Newsroom blogs, editorial pages, product pages – these are all content-based write-ups that aim to inform the reader. It’s slow, but the long-term goal for content marketing is to build trust in the reader, establish yourself as a credible source, and maybe build a website or social media page.
- Creative Copywriting. Witty, engaging, and clever – that’s what you need. The greatest ad campaigns usually just have one line that sticks to you, and that’s this kind of copywriting. This may be a lot shorter than the usual content marketing. However, it involves intricate brainstorming on the perfect few words to both represent the brand and capture the audience’s attention. This also involves a bit of creative product packaging and extensively working with the visuals team.
These are only a few copywriting portfolio examples, but it’s a solid structure to categorize your copies. As you add more work from your past projects, make sure you’re selecting ones that align with your organization’s privacy policies. Once you’ve got these reminders covered, you’ve pretty much got the basics!
Step 3: Build Your Copywriter Portfolio Website
You got the content, now where are you going to post it?
Most digital copywriters have a website where their portfolio lives and evolves. They’re hosted on platforms like WordPress or GoDaddy, allowing them to have their own domain. Don’t worry if your portfolio still includes the hosting site’s name in the address; as long as potential clients can easily access your website, you’re good to go.
A copywriter’s portfolio typically includes the following:
- Homepage. A brief introduction to yourself and your services or niche. If you haven’t yet specialized in a niche, simply write about the industry you’re passionate about.
- Portfolio. This section showcases your best work, categorized by project type or client.
- About Page. Here, you can share your biography, detailing your education, work experience, certifications, skills, interests, and unique selling points.
- Contact Page. This can be a contact form where clients can input their information, or you can simply provide your email address or business number for direct contact.
Build a Creative Copywriting Portfolio
Don’t be afraid to inject a little humor into your portfolio! It’s not necessary for your first portfolio, but as you move forward as a copywriter, it’s good to make your website stand out!
Graphic designers aren’t the only ones who can get creative with their portfolios. An incredible example of a witty portfolio is from copywriter Jose Benítez with the website address: “letsseeifthisnameistaken.com”. Just from the address alone, you know their brand and how they write.
Meanwhile, portfolios like Carline Anglade-Cole highlight credentials. It showcases her books, her certificates, and her awards. This can speak a lot more to clients who value reputable copywriters.
Neither approach is better than the other. It all depends on your brand, and how you want to present yourself to the clients. The more your portfolio speaks and caters to your niche, the better!
The Copywriter Portfolio: Never Static, Always Evolving.
The steps above should give any copywriter the basic portfolio structure they need. What’s important to understand now is that your portfolio, as with the portfolio of any copywriter, will evolve and change. It’ll get more refined, more specific, and showcase what you have to offer.
So don’t worry if your portfolio right now isn’t as specific as the ones we’ve mentioned here, it’s all in the process.
And hey! If you’re ready to show the world your portfolio, you can check out the openings we have at our Career Site. We can’t wait to see what you’ve got to offer, and we’re even more excited to watch your portfolio grow.
