10 of The Biggest Copywriting Portfolio Mistakes (That You Might Be Making)

Your copywriting portfolio is more than a collection of your work. For many, it's the one thing standing between you and your dream clients. And let's be honest: potential clients are judgmental! They're scanning your portfolio, looking for reasons to either hire you on the spot or move on to the next freelance copywriter.

Whether you're a senior copywriter or a newbie just dipping your toes into the copywriting pool, your portfolio can make or break you. Though it seems a bit ironic, having a strong portfolio actually has nothing to do with writing skills. It's about knowing how to package those skills in a way that makes prospective clients go, "Wow, I need to work with this person."

This article is your wake-up call. If you've been scratching your head, wondering why your strong portfolio isn't landing you ideal clients, keep reading. Because odds are, you might be making one (or more) of these ten common mistakes.

#1: Not Having A Copywriting Portfolio At All

Okay, yeah, this one's a bit on the nose.

But it's true! There are many talented writers out there who are losing well-deserved opportunities because they haven't taken the time to build their online portfolios yet. Unfortunately, attaching a writing sample to your resume and cover letter isn't enough to prove you're right for the job anymore.

Clients want one thing above all else: Convenience. They want to be able to mosey over to your website and see all of the highlights of your copywriting work displayed in a way that's aesthetically pleasing and easily navigated. (There are plenty of accessible examples, too, if you don't know where to begin.)

If you're still operating without a portfolio page on your website, you're missing out on dream projects. Luckily, it's a simple fix:

• Dedicate a separate page on your site for work samples.

• Include a mix of website copy, social media posts, and ad campaigns.

• Don't forget to highlight past clients and writing samples that showcase your best copywriting skills.

Your copywriter portfolio doesn't have to be complicated or overly flashy. It just needs to exist. Remember, it's better to have a basic portfolio than none at all.

#2: Including Too Many Samples

While you want a writing portfolio that has range, less is usually more when it comes to your copywriter portfolio. The last thing that you want to do is overwhelm prospects, or make it difficult for the right people to find what they're looking for on your site. Realistically, no one wants to sift through 20 unrelated writing samples just to figure out if you're the right fit.

Instead of throwing everything you've ever written onto your portfolio page, curate strategically. A few well-chosen pieces can do more for your copywriting career than an endless list of non-related ones.

Showcase work that highlights your versatility and ability to connect with different target audiences:

• A standout ad campaign that demonstrates your ability to sell in a few words.

• A piece of long-form content that shows you can hold attention and tell a compelling story.

• A set of social media posts that prove you know how to spark engagement in bite-sized formats.

Your portfolio is meant to be more of a highlight reel than a complete archive. Approach it with that perspective!

#3: Focusing on Style over Quality

It's easy to get lost in the design process when you're building your portfolio. Luckily, portfolio-building websites like Journo Portfolio have design tools that make the process a lot easier. You don't need to worry about coding or the more technical aspects of building a website, as there are plenty of template and theme options to choose from.

But, uh, don't get carried away. Your clients aren't hiring you for your design skills (unless you're also a designer). They're hiring you for your writing skills. And while an aesthetically pleasing portfolio page is nice, it should never come at the expense of showing off your ability to write copy that drives results.

Think about your portfolio as the frame, rather than the art itself.

#4: Forgetting to Include Contact Information

Believe it or not, this is a laughably common mistake. You need to make sure you have clear, accessible contact information on every page of your portfolio website.

It's also helpful to include an entire contact page on its own. Much like with a prominently placed short bio with a personal touch, including extra information can turn curious prospective clients into paying ones.

Here's what your contact page should include:

• Email address: Keep it professional.

• Phone number: Optional, but appreciated for creative directors or potential employers who prefer direct communication.

• Social media links: Include relevant social media posts or platforms to showcase your personality and work style.

• Contact form: Easy-to-fill forms make it effortless for ideal clients to reach out.

#5: Ignoring Your Target Audience

Your copywriting portfolio isn't something that's meant to appeal to everyone. When you cast too wide of a net, you're actually limiting yourself. People are more willing to pay top dollar for services they believe to be specialized and unique to their niche or industry. So, while being a generalist is okay, it's typically better to hone in on one particular market.

Ask yourself: Who are you trying to impress? Is it personal finance brands? Tech industry clients? Creative directors? The way you structure and present your portfolio page should cater to the clients you want to work with.

Take the time to tailor your samples, use industry-specific terminology throughout your website, and highlight your relevant skills wherever possible to get your portfolio into the right hands.

#6: Your Portfolio Has No Variety

I know what you're thinking: "Didn't you just say that one of the mistakes is having too many samples?" The thing is, there's a bit of a balance that needs to be struck here.

Variety isn't just about showing what you can do; it's about showing what you could do for your ICP (ideal client persona). A well-rounded portfolio gives potential clients confidence that you can adapt to different tones and formats.

Just because you want to niche down into a particular industry, for example, doesn't always mean you want to do the same kind of work continuously. Whether it's email newsletters or YouTube video scripts, make sure your portfolio shows every type of content you'd be interested in producing.

#7: Failing to Do a Little Humble-Bragging

Sometimes, to appear like you're approachable, you forget that your web copy acts as sales copy. You want to cater so much to your prospects that it becomes pandering. Ironically, in an effort to seem like a worthwhile investment, you use language that decreases your perceived value.

Here's the secret: It's not about how much you've done; it's about what you've achieved. Even if you're newer to the game, you've probably got a few great examples of work that delivered results. It's time to spotlight them.

These celebrations of your accomplishments usually serve to do one important thing: Build trust. Most copywriters are decent writers, but that doesn't mean that they have proven track records of high performance.

It's time to flaunt a little, and here's exactly what to include:

• Client logos: Worked with recognizable brands? Put their logos front and center on your portfolio page.

• Favorite projects: Feature the ones you're proudest of---especially if they've driven tangible results, like increased sales or engagement.

• Metrics: Include stats like "boosted click-through rates by 45%" or "helped drive $10K in new revenue." Numbers speak louder than words.

• Testimonials: A great review from a creative director or past client can build instant trust.

Can't share stats or logos due to NDAs? Frame the story behind the project instead. Share how your content writing solved a problem or connected with the target audience. A compelling narrative can be just as powerful as raw data!

#8: Forgetting to Add Personality

We lightly touched on this earlier, but it cannot be understated how important it is to make a personal impression that goes beyond your work.

The truth is, anyone who calls themself a copywriter can probably write copy. So, once the quality of your writing is stripped back, who's the person behind it? Sometimes, this can determine when clients choose who's worth their time.

Think about ways that you could infuse your personal branding into your website. Having a page dedicated to your biography is a good start. It can also be a good idea to include short bits of expressive copy throughout your portfolio that showcase your personality, especially if you're already known to be eccentric.

Copywriting is, at its core, about making a connection. If you cannot do that for yourself, clients might have suspicions about whether or not you can do that for them.

#9: Just Link Dumping

Every project has a story, and that story is the way that you'll be able to get prospects to see themselves in your past work. A great idea isn't enough. You must show how your copywriting work solved problems, achieved goals, and delivered results for past or future clients.

Potential clients want to understand your process, not just your product. Without context, even the best ad campaigns or website copywriting can feel disconnected. Explaining the background behind each piece helps target audiences see the impact of your work---and why you're the copywriter for them.

Instead of just listing a copywriting sample, add a mini case study:

• Before: "A struggling startup needed website copy to convey their value to potential clients without overwhelming them."

• After: "I simplified their messaging and delivered a well-written portfolio website that resulted in 30% more inquiries from prospective clients."

#10: Forgetting to Update Your Portfolio

In a perfect world, your impressive site immediately brings you a ton of work, and you're now booked and busy for months. The sad truth, though, is that work will eventually dry up. What then?

Even when you're at your busiest, when you think you'll never need it again, you need to tend to your portfolio carefully. What if, at the peak of your most successful month, a dream client of yours visits your site to find it barren? Then, the next month, several of your current clients drop you? This is a real situation, and without taking caution, it could happen to you!

You shouldn't stress too heavily about it, but it's a good rule of thumb to revisit and update your portfolio every three to six months.

It's Time to Upgrade Your Copywriting Portfolio

I'm going to go out on a limb and assume that you've fallen victim to at least one of the mistakes on this list. If that's true, there's no need to be ashamed because we've all been there at one point or another. But that doesn't mean that we can't all use a bit of improvement!

Here's a challenge: Take time in the next few weeks to make your portfolio slightly better, even in increments of as little as ten minutes a day. By the time the weeks are through, I think you'll be amazed at how much progress can be made through consistency!

Journo Portfolio prides itself on balancing ease of use and potential for customization, making it one of the best portfolio builders online. It's in the name, after all! Check out our complete list of features, and get started with your free account today.