How to Create a Copywriting Portfolio
Making the leap into a completely new industry can be slightly panic-inducing. With so many unknowns, it’s difficult to know where to start and what is worth your time. In this post, you will find an easy-to-follow guide that will help you create an irresistible copywriter portfolio without the guesswork and wasted time.
Making that switch took me about ten years, but if I had this roadmap, it probably would have been a few months. I’m sharing the exact template I used to transition from the service industry into full-time writing at an agency.
This guide is meant for early-stage writers or those without a curated body of work who are seeking agency or in-house work. A portfolio like this can certainly work for freelancers, but in that case, the sections should be adjusted to be client-facing.
I’ve cherry-picked, curated, and streamlined the process for you so it’s plug-and-play. And if you’re super organized and ambitious, you could complete the entire portfolio in a weekend and be job hunting by Monday.
We are unpacking what all successful copywriting portfolios need to have and then we will take a high-level overview of this article.
This article includes:
Steps to create a copywriting portfolio
How to create writing samples
How to create overview slides
How to create a PR or Featured-In Slide
How to Setup your Google Drive to share your portfolio for free
Steps to create a copywriter portfolio:
Create free Canva and Google accounts.
Open Canva and a ‘Presentation’ design.
Choose a classic option for best results.
Create portfolio sections.
Add content.
Proofread and edit.
Download as a Standard PDF.
Upload to Google Drive folder labeled
[Your Name - Portfolio].Share and prepare for the interview.
Starting a Portfolio from Scratch
To set the scene: it’s quarantine time and I’m in my second lay-off. Firing up my refurbished Dell, I typed “writing jobs near me” into the search bar. There were thousands of results, but most of them weren’t what I was after… or anything I was qualified for. After some sifting, I found a few that seemed like a fit and I started filling out the online application.
At the bottom of the form there was a bright blue button with two words: Submit Portfolio.
Oh no, I thought to myself, I don’t have one. But my background in retail management meant that I was a quick troubleshooter, so I opened a new tab.
Canva.
Search for… presentations… (because I wanted a full-screen look).
This one’s cute.
I selected one with a modern font kit and changed the color palette to neutral tones. I uploaded some of my Instagram pics that read more like brand photos instead of selfies. Using what I knew about UX, I added a few pages about my style and my process, three or four writing samples I had from past writing projects, and a few endorsements from past clients. I even embedded hyperlinks so if a hiring manager wanted to read a whole piece instead of an excerpt, they could.
I downloaded the whole thing as a PDF and attached it to the application. With gritted teeth, I nervously pressed submit. And it worked! I got a screening interview that went really well. Then a second interview. Then a phone call with an offer. I was officially hired as a full-time writer.
Read the full story here.
Create Your Portfolio in Canva
Why Canva?
There are plenty of copywriter portfolio options out there and they all have their pros and cons. Most are limited, pay-to-play, or are actually designed for someone other than writers. I selected Canva and Google Drive as my preferred method because it is a free, fast, and uncomplicated way to create a copywriter’s portfolio. I was looking for something intuitive that I wouldn’t have to spend time in YouTube tutorials or spend forever troubleshooting.
With Canva, I was able to build my portfolio in an afternoon and share it on job application forms right away.
Why not a website portfolio?
The first thought among many professionals for their portfolios is a personal website. This is a great option if you have extra time, money, and don’t mind troubleshooting. But, it isn’t super accessible to brand new writers just starting out or budget-conscious types.
Plus, despite what the ads and digital nomad gurus want you to believe, setting up a website isn’t a done-in-an-hour undertaking. It’s complicated and unless you’re brushed up on your website building acumen, you’re probably going to miss something.
I have built an HTML5 website, WIX and Squarespace websites, and dabbled with WordPress. So I know firsthand how high effort it is to pull off a decent-looking website. For me, it was too much of a headache.
For me, Canva was a no-brainer
So, entre Canva and its expertly designed, beautifully formatted templates. I picked a design I liked, made some significant tweaks to make it work for a writer portfolio (so many of them are geared towards designers or artists), added my information and samples, and clicked Download.
As I improved my writing skills and gained experience, I have been able to rotate current projects into my portfolio. It’s simple, fast, and looks very professional with minimal effort.
Any team member, supervisor, or recruiter who has ever seen my portfolio has been so impressed. And it was so easy to pull off.
My writing portfolio acts like a little PR agent, smoothing out the path and making a great first impression before I ever make an appearance on Zoom.
What Every Writing Portfolio Must Include:
Copywriters need to present themselves as knowledgeable, flexible, and experienced… they need to be able to communicate their unique value proposition so a client or recruiter chooses them over another candidate… they need to be validated through endorsements and testimonials… and they need to be easy to contact. Your portfolio can do all of these things if crafted strategically.
PORTFOLIO SECTIONS:
Cover
Skillset Overview
3-5 Samples
Endorsements and testimonials
Contact Information
COLORS AND FONTS MATTER IN WRITER PORTFOLIOS
I used to choose the super contemporary, bold designs on Canva for resumes and cover letters. I thought that cast me in a modern and professional light. But I never even got a callback when I used them. So with that in mind, I decided to go in a more neutral direction this time around.
Colors
I went with a few shades of slate grey and taupe…a soothing, non-offensive color palette. I didn’t want bolder colors to automatically eliminate me because the hiring manager just didn’t like them.
Font Kits
I also chose a single, traditional Serif Font for the entire portfolio adjusting size and weight for headings, subheadings, and body text. Feel free to swipe my Fonts and Colors or use them as a jumping-off point.
The Serif font evokes a classic and traditional copywriter vibe… think newspapers. If you want to go for a modern, dot com aesthetic, select a Sans Serif font like Montreal Neue or Helvetica.
The trick to making the text look polished and purposeful throughout your entire portfolio is to pick ONE font and play with the weights, size, and capitalization. It reduces “noise” and allows your words to be the star.
Proper portfolio formatting, sequencing, and items to include are detailed in this article. We will break down and explain how to craft each section.
Portfolio Cover Slide
PURPOSE & BENEFITS:
Creates a fresh and clear introduction
Looks polished and professional
Serves as the first impression of you to potential recruiters or clients
While you can play with colors, fonts, and format, all Covers need to include a few elements. Your name, writing specialty, and the term “portfolio” or “sample kit” must be present. Here is a screenshot of my original writing portfolio cover slide.
Yes, it worked to get me hired but hindsight and experience are great teachers. I might not do it exactly this way now (I’d choose a less busy headshot, for example), but I am still confident in sharing this as an example that still works in the current job market.
Overview Slide
PURPOSE & BENEFITS:
Serves a similar function as a Cover Letter to a Resume
Allows a client or recruiter to quickly understand your skill set, style, and background
Gives you the opportunity to frame your professional image or expertise
I’m sharing my original Overview slide. It worked to get me hired as a full-time writer at an agency… but looking back I’d do a few things differently.
The first thing I’d change is that Subheader under my name. If I got a do-over, I’d go with something a little clearer and to the point… like “Digital Content Creator.” While “left and right brain user” accurately describes me, I’m taking a big risk that someone will interpret it exactly the way I intended.
OVERVIEW SLIDE SECTIONS:
Your Name as the Header
Your title or expertise as the Subheader (examples: Blog Content Expert, Long-form Copywriter, Cohesive Branded Copywriter…)
Topics of Expertise (genres or issues you can fluently write in)
Writing Style (Casual, Formal, Witty…)
Types of Content (all the formats you deliver - Editorial, White Pages, Short Form/Long Form, Ad Copy…)
Photo or headshot is optional
Writing Samples
PURPOSE & BENEFITS
Displays your command of the medium
Showcases your unique writing style or ability to write in a particular brand voice
Proves you understand how to meet a content brief
Shows your range or category expertise
Even if you’re starting from scratch and have absolutely no writing samples yet, you can still build a portfolio. You can create content from scratch by giving yourself some writing assignments. Basically, you are replicating the content request and creation process as if you were employed as a writer at an agency or working freelance for a client.
WRITING SAMPLES MUST INCLUDE:
Client Company Name
Target Audience Information (Target Industries, Target Title/Persona)
Content type (Blog, Press Release, Product Description, Video Script, etc.)
Content Brief: explanation of the project (1-3 sentences), word count, and any other relevant parameters
Writing Sample
A complete writing sample includes a content brief and writing sample on the same slide.
Including the content brief is one of the best ways to illustrate your ability to deliver content to expectations.
HOW TO DEVELOP YOUR OWN SAMPLE CLIENT PROFILE & PROMPTS:
☑️Decide on the type of content
push notification
product description
sales page/letter
elevator pitch
newsletter
internal communication
blog post
web page
press release
social media post
email outreach
editorial
☑️Develop a Sample Client Profile (like a company background, target clients/industries, offers, etc.)
☑️Generate 3-5 content prompts that this client might ask for
☑️ Create the content per the content prompts
Featured In & PR Slide
PURPOSE & BENEFITS:
Instantly elevates your portfolio
Allows a peek-behind-the-curtain to your range of interests and point of view
Creates FOMO in recruiters or prospective clients because you’re in demand, well connected, and a thought leader in your field
Increases your credibility
The PR Slide is the x factor in your portfolio. It instantly increases your credibility, strikes FOMO into the hearts of recruiters and clients, and differeniates you from the other candidates.
Including a Public Relations (PR) or Featured-In slide in your portfolio instantly ups your credibility and marketability factor. It is a must to drive urgency to give you a call. Anyone reviewing your portfolio is expecting to see writing samples. They probably aren’t expecting to see Press or thought leadership. It differentiates your application from the huge stack of candidates, putting you at the top of the call-back list.
I included this slide in my original writing portfolio and when I got a call from a hiring manager, she told me how obviously qualified I was and didn’t ask me any questions. Instead, she asked me to qualify her job offer, to see if it was something that met my standards. I had already earned all the credibility I needed with her and I suspect it was because of this slide.
And instead of the typical interview questions, we had a real conversation about content marketing, email, lists… basically shop talk. It was an organic conversation that lead to the job offer.
All of that to say, you need a Featured-In or PR Slide to be part of your portfolio. The more experience you get, the more you will have to mention on this slide. But what if you're just starting out and haven’t been on podcasts or written a guest post for a magazine yet? Here are some ideas of what you can include to give your portfolio that bump in credibility and x factor.
FEATURED-IN / PR SLIDE ALTERNATIVES:
Notable Projects (teams, committees, groups you are involved in; work initiative you lead or participate in)
Self-published articles (LinkedIn, your blog, Medium.com)
SAVE FOR LATER PRO TIP: As you begin to career build, thought leadership and authority play a major role in snagging bigger jobs. Leadership at almost any company, in any industry, wants to remain current and relevant. They need visionaries, outside-the-box thinkers, and soft skills to get there. If you are able to demonstrate that you have a unique perspective or approach, it leads to some incredible conversations during the job search.
Endorsements and References
When building your copywriter portfolio, the goal is to minimize the friction between you and a job offer. You don’t want to separate critical information so recruiters have to dig through two or three different documents to find your references. Make it simple for them to verify that you’re a qualified candidate by including your endorsements and testimonials and references directly in the portfolio.
You will do this with your contact information on the Contact Card, but we’ll get to that later.
PURPOSE & BENEFITS:
Bolsters your credibility
Easy access to all endorsements, testimonials, and references
A visual way to approach your references (add logos or headshots)
Allows for quotes and testimonials (something resumes can’t accommodate)
You can include any quotes, testimonials, Slack shout-out screen snippets, email appreciation from clients, or anything else you think will contribute to this slide. Depending on your goal (supporting your expertise, work ethic, leadership abilities, and so on), curate your endorsements. You’re going for quality over quantity.
When including contact information with your references, get permission first.
PRO TIP:
Keep a Hype File to collect praise, shout-outs, appreciation, awards, testimonials, etc. This can be a folder in your email, desktop, or Google Drive. Collecting endorsements proactively means you don’t have to do more legwork when it’s time to go job hunting. Plus, having a file like this also helps when experiencing Imposter Syndrom or you’re just having a down day. Looking at all the people you’ve helped and impacted is a great pick-me-up.
Contact Card
Including a Contact Card is a courtesy. You don’t have to… but then again, a hiring manager doesn’t have to dig through three different documents to surface your phone number in order to call you either.
Make it as easy as possible to get in touch with you as possible. An easy way is to include all your contact information in one slide at the end of your portfolio.
Other Portfolio Sections to Consider
Signature Process (read how to discover or develop your signature process here)
Case Study
Key Performance Indicators
Key Results
Campaign Management
Bells & Whistles
Add Hyperlinks
You probably can get away with including only the short writing samples and not linking the full piece… but I couldn’t help myself when I built my portfolio. Personally, I really like getting the full story (no pun intended), so I assume it’s useful to recruiters or prospective clients, too.
For each writing sample included in the portfolio, I hyperlinked it to the full piece of content stored in my Google Folder. Anyone with the link can view the full document. Or if the piece was published elsewhere on the internet, I linked it to the live URL. It’s a layer of convenience for anyone who wanted to read the work in full or verify the work was real.
I also indicated things were clickable with an icon or graphic.
Google Drive Storage and Sharing
PURPOSE & BENEFITS:
Free and easy sharing capabilities
No hosting fees or complex setup
Anyone can access your portfolio (and you can restrict anyone, too)
Using Google Drive is an easy choice when deciding how to share your Canva Portfolio PDF. Most portfolio files will be too big to send via email plus you will be asked for a link most often anyway.
Google Drive Portfolio Setup:
Complete your portfolio in Canva. Proof the content for errors.
Download the portfolio as a PDF.
Create a folder labeled [Your Name - Writing Portfolio] in your Google Drive.
Upload the portfolio PDF to your new Google folder.
Using the Share Button or unique URL, you can share with anyone.
Conclusion
No matter if you’ve got years of writing under your belt or your just starting out, you can follow these steps to consolidate your best work in a professional portfolio. As you become more experienced, it is easy to update your slides and swap it out in Google Drive.
I have freelanced, worked in an agency, and currently I’m an in-house copywriter for a tech company. Portfolios are necessary to apply to entry-level jobs, absolutely. But they are non-negotiable if you’re moving into a team leadership or senior-level role.
Putting together a portfolio is an intensive exercise and can take a long time. It’s wise to start before you need to. In other words, even if you’re not looking for another job, you should be working on your portfolio.
With the uncertainty and volatility in the job market, it gives you one less thing to worry about if something happened and you were suddenly on the job hunt. If you want to check out Copy House Urchin’s plug-and-play Canva Templates that make creating an irresistible portfolio a breeze, tap here to be taken directly to the shop.