Why Portfolio Building Is Crucial for Every Aspiring Copywriter

In the US and UK, 17% of all freelancers specialise in content services. It should be no surprise; content careers like copywriting let writers support themselves through their passion. However, getting started is a challenge. It’s not easy to know where to begin or how specific tools can be beneficial. 

A portfolio, for example, is a handy tool for copywriters, and most writers starting today don’t have one.

What is a portfolio for a copywriter?

For a copywriter, a portfolio is a selection of their past work highlighting their skills to clients. The writer aims to demonstrate their abilities and work history in hopes of gaining new contracts and customers.

Experienced copywriters can choose the best pieces they have written for their portfolio to attract the right clients. However, aspiring copywriters with no previous work must be innovative when creating a portfolio without experience. 

It is possible to make a portfolio without doing any copywriting work. Starting a portfolio can be intimidating without the initial incentive of a client’s brief. Perhaps because of this, some beginner writers wonder if having a portfolio will help them get work. 

Does a copywriter need a portfolio?

In short, yes. Most potential clients will look elsewhere for a copywriter without proof that you can perform the task. You need to be able to demonstrate your writing skills through a variety of sample texts.

The days of in-person meetings with physical portfolios are behind us, and remote working has flourished in the last four years. Being able to send a digital copy of your work puts you one step ahead of everyone without a portfolio to lean on. 

Why are portfolios important in copywriting?

The main reason your copywriting portfolio is essential is that it proves you can do the job. Having samples from previous projects shows your versatility and talent. It could make all the difference between getting a job offer or a rejection email.

When clients look at your CV and maybe a cover letter, they get a decent idea of who you are. Providing them with a digital portfolio shows them you can use your personality to create a unique and characteristic copy sample.

What makes a good copywriter portfolio?

Good copywriters can adapt their style while maintaining what makes it their own. Their portfolios are eye-catching because of the range of copies they display. Samples like:

  • Blogs/articles

  • Social media posts

  • Flyers

  • Email newsletters

  • Product descriptions

  • Landing pages

These samples highlight the different copywriting skills required to be a successful copywriter. If you can show clients you can create content like this, they’re more likely to hire you for their projects. They might consider you for other projects based on what you show in your portfolio.

Why is it important to build your portfolio?

Building your portfolio keeps it relevant to your current skill level. The work isn’t over once you have your first portfolio ‘finished’. You should regularly maintain and update your portfolio throughout your career to accurately reflect the type of work you complete.

For example, as your career progresses, you might find a niche for your writing, like medical copywriting. Your portfolio, therefore, should display five - seven medical copywriting samples from your recent work. You can send this portfolio to prospective clients in the medical field and show off your knowledge within their area.

Creating multiple portfolios for different specialities is also worth it as you develop your skills. It helps you market yourself to a broader range of clients, increasing your odds of receiving job offers. 

Even from scratch with no experience, building a portfolio is crucial for aspiring copywriters. Clinching your first job is arguably the most challenging part of starting a career in this industry. Make it easier on yourself by building a sound copywriting portfolio. If you join The Author’s Pad community, you’ll find all the tools to make it easy.


Here, we cover a few frequently asked questions about building a portfolio as a copywriter.

What is the most important thing to become a copywriter?

Good copywriting is about thoroughly understanding written language. It would be best to have an excellent grasp of your spelling and grammar and an ability to communicate information and ideas effectively. Branching out to clients and maintaining good relationships is crucial to copywriting success. Start by building your portfolio and then grow from there.

What makes a copywriter stand out?

Originality and authenticity make your writing stand out from the competition. Rather than trying to write like someone else, try to write in a particular format in your own style. Good clients want writers that can keep any topic interesting and easy to digest, with some personality thrown in there too. Your copywriting portfolio allows you to set yourself apart from other applicants immediately.

What makes a good writing portfolio?

A good writing portfolio will include several writing samples covering various topics and styles. You’ll also add more personal information about your history as an aspiring writer - anything that shows more of your character (whilst staying work-appropriate). It’s also a good idea to include some links to your social media or blog if you have one.

Related articles:

  • Copywriting Skills

    How To Build a Portfolio That Will Make You Stand Out

    In a saturated copywriting field, stand out with a killer portfolio. Impress clients, boost credibility, and elevate success with our guide!

  • Copywriting Skills

    Editing Tips for Polishing Your Copywriting Skills

    Editing is crucial for copywriting success, ensuring clarity and coherence. This guide offers tips to master editing and perfect your skills.

  • Copywriting Skills

    The Benefits of Copywriting Skills in Resume Building

    Mastering copywriting skills boosts resume by showcasing expertise in engaging writing. Discover key responsibilities, top skills and resume tips.

  • Copywriting Skills

    4 Benefits of Using Video in Your Copywriting Portfolio

    Enhance your copywriting portfolio with engaging videos to captivate audiences, showcase personality, and attract potential clients effortlessly.

  • Copywriting Skills

    5 Copywriting Techniques That Elevate Your Resume

    Confidently navigate the job market! Master copywriting for impactful resumes—unleash persuasive content to stand out and secure your dream role.

  • Copywriting Skills

    The Benefits of Using Interactive Elements in Your Copywriting Portfolio

    Enhance your portfolio with interactive copy! Discover the power of clickable content, animations, and transitions for a compelling showcase.

  • Copywriting Skills

    5 Top Mistakes to Avoid When Building a Copywriting Portfolio

    Navigate the copywriting terrain wisely! Discover the 5 pitfalls to avoid when crafting your portfolio for a successful journey.

  • Copywriting Skills

    The Authors Pad - Content Guidelines

    Authors Pad connects and supports copywriters in career growth, from beginners to those advancing to senior roles.

  • Copywriting Skills

    3 Ways Proofreading Can Help You Connect with Your Copywriting Audience

    Proofreading is crucial in copywriting—refining your message, resonating with readers, driving action. Learn the three ways it connects for success.

  • Copywriting Skills

    Write Like a Pro: 7 Best Productivity Tools for Copywriters

    Uncover the top 7 productivity tools in 'Write Like a Pro'—maximize efficiency, meet deadlines, and boost client connections.

  • Copywriting Skills

    5 Common Grammatical Errors to Watch for in Copywriting Proofreading

    Even seasoned writers err too. Microsoft backs the backspace key as a writer's ally. Uncover common copywriting mistakes in proofreading.

  • Copywriting Skills

    The Psychology Behind Proofreading and Copywriting

    Uncover the psychology of proofreading and copywriting for irresistibly compelling content. Elevate your work, deliver results for clients.

  • Copywriting Skills

    17 Tools to Enhance Your Copywriting Workflow

    Supercharge your copywriting game with 17 essential tools! Elevate productivity and efficiency across your workflow for unparalleled writing success.

  • Copywriting Skills

    The Benefits of Google Alerts for Copywriting Inspiration

    Google Alerts is a free service that allows you to receive notifications when new content related to the topics you have specified appears online.

  • Copywriting Skills

    The Benefits of Using Your Portfolio to Show Your Niche Expertise

    We have put together all the tips you need to make your portfolio stand out and work for you which you can showcase to employers and clients.

  • Copywriting Skills

    The Importance of Diversifying Your Portfolio as a Copywriter

    Understand why diversifying and expanding your portfolio are some of the important steps in establishing yourself as a copywriter.

  • Copywriting Skills

    The Benefits of Google Analytics for Copywriting ROI

    When it comes to measuring the success of your copywriting efforts, Google Analytics is one of the most powerful tools available.

  • Copywriting Skills

    The Relationship Between Proofreading and SEO in Copywriting

    Proofreading is a critical task that should always be carried out during the final stages of editing.

  • Copywriting Skills

    How to Create a Copywriting Portfolio That Gets You Noticed

    The key to getting yourself noticed as a professional copywriter is to create an impressive copywriting portfolio.

  • Copywriting Skills

    Copywriting vs Resume Writing: What's the Difference?

    Learn the differences between copywriting vs resume writing as we define each process and explore how you can use your copywriting skills.

  • Copywriting Skills

    The Benefits of Outsourcing Proofreading for Copywriting Projects

    Outsourcing is the term for sending tasks to independent professionals so they can complete them on your behalf.

  • Copywriting Skills

    The Importance of Google Docs for Collaborative Copywriting

    Google Docs is an excellent option for achieving effective collaborative copywriting with no extra cost.

  • Copywriting Skills

    Why Your Portfolio Is Your Best Marketing Tool as a Copywriter

    A portfolio is a collection of samples of your writing that you can present to clients, like a resume for someone looking for a full-time job.

  • Copywriting Skills

    Why Proofreading is Essential for Successful Copywriting

    Explore everything there is to know about proofreading and its importance in the copywriting world.

  • Copywriting Skills

    Work Smarter, Not Harder: Productivity Tools for Copywriting Success

    Finding productive methods to streamline how you tackle writing tasks is fundamental and can significantly improve your daily work schedule.

  • Copywriting Skills

    How to Write a Great CV When You Have No Experience

    Learn how to value yourself when you don’t have any work experience yet - write an impressive CV and market yourself as a valuable worker.

  • Copywriting Skills

    Proofreading vs Editing: Understanding the Difference in Copywriting

    Proofreading and editing are both crucial writing stages, but they involve different processes. Know their difference.

  • Copywriting Skills

    The Role of Proofreading in Copywriting for E-commerce

    Proofreading is an important part of the copywriting process for any e-commerce business and can make or break the content's success.

  • Copywriting Skills

    The Impact of Proofreading on Your Copywriting Reputation

    A closer look at the impact of proofreading on your copywriting reputation and the tips and tricks that you can use to ensure your work is error-free.

  • Copywriting Skills

    How to Develop an Editing Checklist for Copywriting Projects

    Having an editing checklist can be the difference between creating a great piece and producing something that needs more work. Learn how.

  • Copywriting Skills

    The 5 Benefits of a Strong Copywriting Portfolio

    Creating a strong portfolio with samples that present your many writing abilities is the only way to show potential employers exactly what you can do.

  • Copywriting Skills

    5 Creative Ways to Organise Your Copywriting Portfolio

    There are five organising options available for portfolios, the most suitable one depends on personal style and the nature of clients and projects.

  • Copywriting Skills

    The Benefits of Google Analytics for Measuring Content Success

    Google Analytics is a valuable tool that allows you to measure the effectiveness of online content.

  • Copywriting Skills

    Top Copywriting Strategies for an Effective Resume

    Writing a compelling and professional resume is key to landing an interview and getting your foot in the door.

  • Copywriting Skills

    The Importance of Visuals in Your Copywriting Portfolio

    Copywriting portfolios are essential for any freelancer looking to showcase their skills and demonstrate their value to potential clients.

  • Copywriting Skills

    How to Use Google Drive to Streamline Your Copywriting Process

    With Google Drive's intuitive interface and vast array of features, it can help you save time and be more productive.

  • Copywriting Skills

    How Google Maps Can Enhance Your Local Copywriting Strategy

    Are you looking for an effective way to enhance your local copywriting strategy? Google Maps may be your secret weapon.

  • Copywriting Skills

    The Benefits of Auditing Your Content for Improved Copywriting

    Conducting a content audit is a helpful way to improve your writing, as it can reveal areas for improvement.

  • Copywriting Skills

    The Value of Consulting in Developing Your Copywriting Career

    An aspiring copywriter needs to understand why consulting is one of the best ways to start your journey as a copywriter.

  • Copywriting Skills

    The Importance of Editing in Copywriting for B2B and B2C

    Editing is critical for any written message to succeed. We have put together all you need to know about the significance and importance of editing.

  • Copywriting Skills

    How to Edit Your Way to Great Copywriting

    Editing is an essential part of the writing process and knowing how and when to edit can help you create a copy that is super effective.

  • Copywriting Skills

    How to Master Proofreading for Better Copywriting

    Mastering the proofreading process can be difficult, but with a few helpful tips, you can make sure that your copywriting is of the highest quality.

  • Copywriting Skills

    How to Use Copywriting Skills to Improve Your Resume

    Discover the importance of using your copywriting skills to improve your resume.

  • Copywriting Skills

    The 4 Benefits of Proofreading in Copywriting

    Proofreading is something that can guide us to success in our writing, helps us to improve quality, remove mistakes and more.

  • Copywriting Skills

    5 Effective Ways to Catch Errors and Improve Your Copywriting with Proofreading

    Tips to know the five effective ways to save your craftsmanship from taints such as repetitive words and spelling mistakes.

  • Copywriting Skills

    How to Develop a Proofreading Checklist for Copywriting Projects

    Read this article to learn all you need for the ultimate proofreading checklist.

  • Copywriting Skills

    Feature Story Ideas: How to Write Them and Get Hired

    Feature stories are a great way to get your name and work out there. They can also help your career in journalism

  • Copywriting Skills

    How to Write the Perfect Blog Post Title (including examples)

    Blog posts remain popular even though blogging has been around for over two decades. Many content marketers spend considerable time

  • Copywriting Skills

    Ultimate Guide to Tone of Voice Examples

    Humans have evolved to take in everything from body language and facial expressions to voice tones to help them understand others.