If you type into Google...
“How to create a copywriting portfolio”
You’ll get bombarded with generic, almost-identical blog posts filled with fluffy nonsense from “experts” who have never created a copywriting portfolio before in their lives or used one to get copywriting clients.
Instead of adding to this cesspool of time-wasting nonsense...
I’m going to reveal the single FASTEST way to create a successful copywriting portfolio that’ll get you flooded with potential clients reaching out to you and begging you to write for them.
This post is perfect for beginner copywriters who are looking to create an impressive portfolio that gets results – even if you have NO experience or work to show.
Because I’m about to reveal how I personally created a copywriting portfolio from scratch, and how I filled it with copywriting samples...
BEFORE I ever wrote for any clients.
3 Reasons Why This Copywriting Portfolio Guide is Ideal for Beginner Copywriters
#1: It’s stupidly simpleThis takes all the confusion and mystery out of creating an impressive copywriting portfolio that gets you instant results. Soon, you’ll know exactly what to include, which copywriting samples to add (and how many), and how to structure your portfolio.
#2: It’s 100% FREE
With no sneaky add-ons or limited "free" tiers.
#3: It’s FAST
How Does a Copywriting Portfolio Help You?
If you don’t already have a portfolio, you need to create one TODAY.
Without a copywriting portfolio, you are at a DEADLY DISADVANTAGE to your competition.
Because a copywriting portfolio helps you build authority, demonstrate your expertise and gain new clients.
BUTTTT…..
ONLY if you create your portfolio the RIGHT way.
However, before we get into the nitty-gritty of what to include in a copywriting portfolio, I’m going to reveal the single best platform to use to create and host your portfolio.
This platform is 100% free, super easy to use and you can create your portfolio in minutes.
The Best FREE Copywriting Portfolio “Website”
Should you use a website builder to host your portfolio?
Like: WordPress… Shopify… Wix… Squarespace, etc.
NOPE.
When starting out, the only goal is to create a solid portfolio to show potential clients right away.
In order to create a bullet-proof portfolio, in the shortest amount of time possible, you must keep things SIMPLE.
Simple is the name of the game.
And website platforms can be VERY complicated (and expensive.)
Why you should NOT use a website platform to host your portfolio
If you create a website, you’ll need to do a BUNCH of expensive and time-sucking chores, like:
Create & pay for a domain, weigh out the pros and cons of the bajillion different website platform options, watch a gang of tutorials on how to use the website builder, spend a ton of time & energy on graphic design or spend a fortune to hire a designer and a whole bunch of other complicated, time-wasting things.
Plus:
Website builders are not cheap. They usually cost $30+ per month to use.
This is why you want to stay away from website platforms, at least for now. (However, I’ve been in this copywriting game for over 4 years and have never switched to a website platform.)
So, with that out of the way…
What you want to do is, you want to create a copywriting portfolio using - Google Docs.
3 Reasons Why Google Docs is the Best Tool for Creating & Hosting Your Copywriting Portfolio:
1) It’s freeThere are no monthly charges or hidden fees.
2) It’s already self-hostedMeaning, you don’t need to create a domain name or any complicated tech stuff like coding.
Google docs is already running live.
Whenever you apply for a gig or send an email to a potential client, you simply copy and paste the link to your portfolio.
Plus, you can quickly download a PDF version of your copywriting portfolio (lots of companies prefer a PDF copywriting portfolio.)
3) It’s easy to fill outUnlike website platforms…
Google docs is extremely easy to add pictures, content & samples to.
How to Create a Copywriting Portfolio Using Google Docs (step-by-step):
The easiest way to create a copywriting portfolio in Google Docs is to make a copy of my copywriting portfolio (I still use Google Docs for the benefits mentioned above) and then fill it in with your own content and samples.
Here’s how:
Click the link below...
https://docs.google.com/document/d/1hbRUJ0taLBMitvfYgfAGgxwB2Y_P4GhXrk92crLCry0/edit?pli=1
(This is my copywriting portfolio I created 3 years ago using google docs.)
Make a copy by clicking: File -> Make a copy.
Then, add in your own work
After you’ve made a copy, it’ll open in a separate tab.
Now, you’ll be able to edit everything.
Simply tweak the style (colors, font, picture, etc.) and add your own writing samples
IMPORTANT:
Do NOT mindlessly copy my portfolio word for word (or any other copywriter’s portfolio).
Change all the content.
Make it unique. Make it your own.
What Should Your Copywriting Portfolio Include?
Now that you know the benefits of using Google Docs to create a portfolio and you know how to set it up, what should you include in it?
What should you say?...
What types of copy samples should you add?...
How should you structure your copywriting portfolio?...
I’m going to cover all that good stuff right now.
By giving you a “behind-the-scenes” look at my portfolio (with included images and explanations).
The 5 Main Sections to Include in Your Copywriting Portfolio
SECTION 1: Image and Title
Add a professional-looking image of yourself.
If you have a professional profile pic on LinkedIn, you can use that.
Here are some quick tips for creating the perfect image for your copywriting portfolio:
- Smile
Say cheese. A natural smile radiates warm, friendly and welcoming vibes.
- Look at your reader
Whenever a potential client opens your portfolio, you want to lock eyes with them.
Why?
Because this grabs attention.
So, when taking a picture, look straightforward.
- Dress business casual
You don’t need to wear a suit and tie but you want to look professional.
You should dress business casual (at the minimum, but you can get more dapper if that’s your style.)
However, do NOT wear plain jane clothes like a T-shirt, jeans, sweatshirt, sweatpants and so on.
- Compress your image
You can use a tool like tinypng.com to compress the file size of your image.
Why should you do this?
Because this will help improve your page speed and ensure your page loads FAST.
This is another benefit of using Google Docs vs a clunky website builder – your page will load much faster and not miss out on any potential clients due to a long loading time.
- Make it stand out
A nice smile while looking at your viewer helps grab attention.
Another way to grab attention is to add a background with contrasting colors or wear a shirt with bright colors to stand out from the rest of your portfolio.
You can view my image to see what I mean:
How to create the perfect title for your portfolio:
In addition to a picture of yourself, you’ll also want to add a quick intro.
This should be really simple and direct.
Simply introduce yourself, explain what you offer and who you are for.
For example, check out my title:
However, if you already have a copywriting niche or specialize in a specific type of copy (like email), then you should add this in to make it more specific for your target audience.
For example:
Let’s say you specialize in writing SEO blog posts for real estate investing companies.
You could write something like this...
“Hey! I’m Jeremy. I specialize in writing engaging SEO content for real estate investing companies. I am here to help you rank on the 1st page of Google.”
But, if you are a beginner, I recommend starting broad and writing for a variety of clients & different types of copy.
SECTION 2: What I Can Do for You
This is an extremely important section that I see a lot of copywriters leave out of their portfolios.
Understand this…
Copywriting is all about what you can do for your client.
When your client is reading your portfolio – their mind is constantly “scanning” for:
“What’s in it for me?”
“Why should I care?”
“What does this mean for me?”
“So what? So what? So what?”
All clients care about is what’s in it for them.
So, right after you introduce yourself, add a section that is dedicated to what you can provide for them.
I’ve labeled this section:
“What I can do for you”
You can tweak this if you want and make it more specific to your niche/specialization.
For example:
You could say – “How my SEO expertise will benefit you:”
Then, add a paragraph or 2 that lays out your credentials and expertise and clearly explains HOW your copywriting will benefit your client.
Sprinkle this section with key benefits.
Here’s what I wrote:
Notice how I say that my copy will help companies attract leads and convert more customers?
I included this because this is what every company wants.
Companies hire you because they want to make more sales & grow their business.
This is what your copy will do for your client.
This is the ultimate benefit of hiring you.
Then, after you clearly explain how you can help them (highlighting your experience and key benefits of what your copy will do for them), you want to add the specific services you provide.
You can add in whatever services you like.
If you have experience with or specialize in one or more types of copywriting, add that in.
However, if you are just starting out and haven’t written for clients yet, you should add in a variety of different types of copy.
Which leads me to…
The 5 most important types of copy companies are currently hiring for
The 5 most in-demand copywriting services include:
- Promotional emails
- Website copy (about pages, home pages, product pages, etc.)
- Direct response sales/landing pages (long-form sales letters)
- SEO blog posts
- Advertisements (mainly Google Ads and Facebook Ads)
If you don’t have any experience yet, you can add these 5 most popular types of copywriting services.
Then, before you write for clients, you can practice writing these different types of copy and add impressive samples by using a fool-proof technique (I discuss this soon. This is the BEST way for beginners with no experience to fill their portfolio’s with impressive work - in minutes!)
SECTION 3: Testimonials
After you clearly state what you can do for your clients, slap on some more INSTANT credibility and authority by adding in your top 3-5 testimonials.
You want these to be short and straight to the point, highlighting the main benefit your client got from using your copy.
Add the person’s and company’s name below your testimonial like this…
Adding testimonials to your copywriting portfolio is important because it adds powerful credibility and authority.
They show potential clients that you’ve gotten impressive results for other companies, like theirs, and that you can do the same for them.
If you don’t have any testimonials yet, reach out to past clients and ask for them.
Make your message simple and straight to the point.
It can look something like this:
“Hey! How is your new website? (make this relevant to whatever service you provided) If you found my writing valuable, would you be willing to give me a testimonial? I’d really appreciate it.”
Nothing fancy. Just get straight to the good stuff.
Don’t have any clients yet?
No worries.
Add testimonials once you get some. (add a blurb about your copy kings membership and bonus they get to help them get clients).
SECTION 4: Writing Samples
This is the crème de le crème of your copywriting portfolio.
Your writing samples are what makes or breaks your portfolio.
The samples you add are what companies will (or will not) hire you for.
This is where you add in the top pieces of copy you’ve written for clients.
Add in relevant samples for services you are offering.
Here are some powerful tips for adding writing samples that get results:
- Add a variety of different types of copy you’ve written
Unless you are in a niche, you want to attract as many potential clients as possible. So, add in a wide variety of copywriting examples to increase the chances of impressing clients.
- Organize your samples
Make it easy for potential clients to find what they’re looking for.
You can achieve this by adding separate sections for different types of copy you’ve included.
For example
Website Examples:
Then list 3-5 samples…
Email Examples:
List 3-5 email examples…
And so on.
Also, make it easy for viewers to access your samples.
I like to include 3-5 samples within each section. Like this:
Notice how I’ve included titles for each sample explaining what I wrote and who I wrote them for.
You can easily add a link to your sample by using a hyperlink, link this:
Also, if your copy is living on your client’s website, you should add the link to the live page.
If not, no worries!
Simply add a link to a Word document or whatever app you used when you wrote the gig.
- Include samples of the 5 most popular types of copy.
As mentioned above, the most in-demand copywriting services are:
- Promotional emails
- Website copy
- Sales pages
- SEO blog posts
- Social Ads
Include as many of these sections as possible to attract more clients.
4. Intro + reason why behind your work
You should also add a brief explanation for each sample.
For example:
Explain the copywriting assignment, the main objectives and the outcomes (results your copy got) if possible. I.E. “This email got a 42% open rate.”
Then, as another way of demonstrating your expertise and knowledge, add in a short paragraph explaining why you wrote this piece the way you did.
This is a great way to prove you know your stuff and it demonstrates your expertise.
If you are a niching down and specialize in one specific type of copywriting – EX: email copywriter. Then, just show samples for the top 5-10 emails you’ve written for clients.
This is a super easy way to showcase your most impressive work in an organized structure.
SECTION 5: Call to Action
Finally…
The last thing you need to add to your portfolio is a call to action (CTA).
This is where you tell clients what to do next.
You want potential clients, who’ve just read your portfolio, to reach out to you either by email or phone.
This is the ultimate goal of creating a successful copywriting portfolio – to get potential clients on a sales call so you can see if you’re a good fit and start writing for them.
Keep this very simple and to the point. Tell them EXACTLY what to do.
Like this:
How Many Pieces Should be in a Copywriting Portfolio?
You should add a wide variety of different types of copy and different industries you’ve written for.
A good rule of thumb is to add 3-5 of your best writing samples per type of copy.
Like this:
The goal is to show potential clients that you have a wide range of copywriting experience and expertise. That you can provide value to ANY company looking to hire a copywriter (only add relevant samples if you have a niche).
How Do I Create a Copywriting Portfolio with No Experience?
“Okay, this is great and all. But what if I am a total beginner and have NO copywriting experience?”
“What if I’ve never written for a client & have ZERO work to add to my portfolio?”
No worries, muchacho.
Because I’m going to reveal the BEST way to add dozens of copywriting samples to your copywriting portfolio – TODAY.
It will take you only a few minutes to create each sample.
And yes, these “made up” samples DO IMPRESS CLIENTS.
So…
Here’s how to make a copywriting portfolio with no experience:
Believe it or not, there’s a way to create loads of copywriting samples, without writing for clients or companies.
You do so by creating “spec work” (also known as mock work).
Spec work is where you take existing copy from a brand’s website (or ads or emails), and you improve upon it.
You make it BETTER.
You make it your OWN.
The best way to create spec work is to use a Chrome extension app called – Edit Anything
With this app, you can edit ANY text on a company’s website or social media ads or even email (if you open Gmail in your Chrome browser.)
This tool is insanely valuable because it allows you to show potential clients what their website or ad would look like if they hired you.
This gives them a very “real” experience. They can literally see what their website could look like IF they hired you.
You can use this extension to write on as many websites, ads, emails, product descriptions, as you like.
Then, simply take a screenshot, or record your screen as you scroll, of your changes. And add these to your portfolio.
Add them just like you would if you had real examples from clients.
Also…
Just like I explained above...
Add brief explanations for your changes.
Explain WHY you changed the copy and HOW it is an improvement from the original copy.
This is one of the best ways to DEMONSTRATE your expertise because you’re giving “before and after” examples and showing clients how much you improved REAL COMPANIES’ COPY, with your own copywriting skills.
See this image below for inspiration:
Make sure you explain that this is spec work.
Do not lie and say you wrote for this client.
When I just started out, I created a lot of spec work and I added it to my portfolio.
I left an entire section of spec work in my portfolio (4 years later) EVEN AFTER I got 100s of gigs from paying clients.
Why?
Because this before and after style of spec work (with screenshots of your improvements on REAL SITES) is EXTREMELY VALUABLE.
I’ve had a few companies reach out to me BECAUSE of this spec work (they said that my explanations for my improvements really demonstrated my expertise)
If you have no work to show, create a ton of spec work using this technique for ALL of the most popular types of copy (and different brands).
In just a few hours, you can have a very impressive copywriting portfolio filled with dozens of samples for the most popular types of copy that clients are hiring for…. Without ANY writing experience.
It’s a true cheat code – without being called out for cheating.
Conclusion
You now have everything you need to create a successful copywriting portfolio that impresses clients - TODAY.
Remember:
The goal is to create a copywriting portfolio as quickly as possible. So you can start turning prospects into copywriting clients.
You can get this portfolio up n running TODAY (in as fast as 10 minutes from NOW).
Simply use my copywriting portfolio template and fill in the blanks with your own content, experience and samples.
Go here:
https://docs.google.com/document/d/1hbRUJ0taLBMitvfYgfAGgxwB2Y_P4GhXrk92crLCry0/edit?pli=1
Make a copy by clicking: File -> Make a copy.
Then, add in your own unique details.
Also, I recommend saving this as a PDF file. Then, simply send this copywriter portfolio PDF to potential clients via email, on LinkedIn, when applying for gigs or jobs, etc.
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