How to Create an Irresistible Portfolio from Scratch (Step-by-Step Guide)
Building a professional copywriting portfolio to attract more clients and secure higher-paying gigs shouldn’t be brain surgery. What is more, you can build one at no cost at all.
In this article, I will guide you through the process of building an irresistible copywriting portfolio in 30 minutes or less. By following these steps, you’ll create a portfolio that not only showcases your skills and talent but is also easy to navigate and personalize for each client.
Step 1: Set Up a Professional Gmail Account
To start, create a work email account exclusively for your copywriting business. It’s important to have a separate account to keep things organized as your business grows. Opt for a simple and professional email address, such as [yourname]@gmail.com.
Remember, clients want to hire you, so keep it focused on your name.
Why use Gmail?
Apart from providing a professional email address, Gmail offers access to a range of free Google apps including Google Drive, Google Calendar, Google Docs, and Google Sheets. These tools will streamline your copywriting business, allowing you to create, store, and share your work seamlessly with clients. Moreover, Google’s automatic cloud-saving feature ensures you never lose your work due to unforeseen circumstances.
For every copy you write, use a simple Google Doc with proper formatting. This way, when you create your customized portfolio, all you need to do is create a new folder in Google Drive and move the relevant documents into it.
Step 2: Build Your Portfolio
Within your Gmail account, click on the Google Apps Bar in the upper right corner of your screen and open “Google Drive.” Inside Google Drive, create a new folder specifically for your Copywriting Portfolio.
When naming your portfolio, keep a few tips in mind:
- Begin with your name followed by a dash and then “Portfolio for [CLIENT NAME].” This way, your name takes centre stage, and adding the client’s name at the end adds a personalized touch. For instance, your portfolio name could be “Greatmichael Kayode — Portfolio for Medium.”
- Next, organize your portfolio with subfolders. Start by organizing them based on niches if you have copywriting samples from multiple niches. Examples of niche folders could be Article Writing, Email Marketing, Real Estate, Website Copy, Finance, and so on. Within each niche folder, create subfolders for individual brands. Then, within each brand folder, create folders for specific campaigns, launches, or projects.
- Finally, store the assets you wrote for each campaign or project inside their respective folders.
This organizational structure is superior to dividing your portfolio solely by asset type (emails, landing pages, sales pages) because clients often prefer to view your work within the context of an entire campaign or sales funnel. It allows them to see how the different pieces fit together and understand your writing in the specific brand’s voice, messaging, and goals.
Step 3: Add and Organize Your Documents
Now, let’s discuss the best way to organize your copy documents within each project folder. This approach is based on my course in the iCopy Pitch Files, an 8-week copywriting program I offer to my students.
Ensure your asset document is named and numbered within the project folder. This will make it easier for clients to navigate through your work. Number your assets in the order you want them to be read, and use descriptive names to indicate the type of copy asset it is, such as “Facebook Ads,” “Landing Page,” “Email Sequence,” “Sales Email Sequence,” and “Sales Page.”
To further enhance navigation, include a table of contents at the top of documents with multiple assets, like an entire email series. Google Docs makes it simple to add a table of contents — go to “INSERT” in the toolbar menu and select “Table of Contents.” This feature automatically generates a table of contents based on the headlines in your document.
By incorporating these techniques, your potential clients will not only see that you understand the essential components of a comprehensive sales funnel but also recognize your ability to write and structure each element effectively.
Step 4: Personalize Your Portfolio
An essential element to include in your portfolio is a personalized Executive Summary addressed to your client. This summary provides a highlight of your portfolio, allowing clients to gain a better understanding of the work they are reviewing.
Consider numbering this document with a “0” so it appears at the top of your portfolio. Include a “READ FIRST” label to draw attention to it. The purpose of the Executive Summary is to provide your clients with an overview of the big picture and offer insights into your choices regarding angles, directions, and strategies. It’s an opportunity to demonstrate your expertise and give clients a glimpse into what they can expect when working with you.
In your Executive Summary, you may want to answer questions such as:
- What did you learn from working on the project?
- How did your approach differ from your other work?
- Did you contribute more than just copywriting?
- What was the overall concept, goal, or strategy?
In addition, feel free to share what you enjoyed most about working on the project, as this showcases your ability to collaborate effectively and work well within a team.
Setting up your portfolio should not take more than 30 minutes, provided you have already written copy assets. Last but not least, don’t forget the often overlooked step of updating sharing access.
Step 5: Update Sharing Access
There’s nothing worse than sharing your portfolio or Google Docs and receiving the “You Need Access” notification. To avoid this back-and-forth inconvenience, ensure you update sharing access before sharing your portfolio with clients.
To update sharing access, click on the person icon next to your portfolio name (make sure you’re sharing the highest-level folder), and add the email address of the person directly or modify the sharing link properties. When sharing, select the “View Only” setting, allowing clients to navigate and read the content without the risk of accidentally deleting or removing files.
Final Thoughts
That’s about it! You’ve now created a professional, well-organized, and irresistible copywriting portfolio that will captivate clients and entice them to work with you repeatedly.
If you find yourself reading this article without any copywriting assets, consider joining my 8-week Copywriting Program. In this program, you’ll learn highly paid copywriting skills, craft an irresistible portfolio, and ignite your copywriting business in just eight weeks.
