When I first decided to become a freelance writer, I thought the biggest challenge would be finding clients. Turns out, the real struggle was building a content writing portfolio that didn’t look like I had just thrown it together the night before.
I started with a messy folder of blog posts I had written for free, a made-up product description about soap, and an “About Me” page that sounded like a dating profile. I didn’t even have a website. I just sent people a list of Google Drive links and hoped for the best.
Not surprisingly, it didn’t work.
But that experience taught me something useful. Clients don’t need a perfect portfolio. They just want to know you can write, and that you understand what they’re looking for. If you can show that clearly and confidently, they’ll start saying “yes” a lot more often.
If you’re wondering how to build a content writing portfolio that actually gets noticed, this is for you.
Let’s be real for a second. Nobody is going to hire you just because you say you’re a good writer. They want proof.
A good content writing portfolio gives that proof. It shows that you:
It’s not about showing off. It’s about giving clients confidence that you can do the job. If you’re hoping to land paid work, you’ll need more than a résumé. You’ll need real writing samples that people can read and feel impressed by.
You don’t need a hundred pieces. Start with three to five solid samples that show what you can do. If you don’t have client work yet, create your own samples.
Write about topics you’re interested in or want to be hired for. For example, if you want to write for travel blogs, write a sample blog post about your favorite destination. If you want to work with e-commerce brands, write a product description and a landing page.
It doesn’t matter if no one paid you to write it. What matters is that the writing is good.
Once you have your samples, organize them. Clients are busy. They don’t want to click through five different files and try to figure out which one is relevant to them.
Create a clean, simple online portfolio where your work is easy to access. Tools like Wix or Canva let you build a basic portfolio site for free. You can also use Google Sites or even a Notion page if that’s more your style.
Group your samples into categories, such as:
This makes it easier for potential clients to find what they’re looking for.
This is the part many writers skip, but it makes a big difference. Add a short description under each sample explaining what it is, who it was for if applicable, and what the goal was.
For example:
“This blog post was written for a small business that sells eco-friendly candles. The goal was to drive organic traffic and educate readers about soy wax.”
Even if the sample is made up, describe the imagined purpose. It shows you understand content strategy, not just grammar.
If you want to get inspired, check out how other writers showcase their work. Here are two examples that really stand out:
Elna Cain: Her site is beginner-friendly and clean, with easy-to-read sections and helpful descriptions of her work
Maddy Osman: This one is more advanced, but it’s a great example of a writer who has found her niche and built a strong brand around it
Both sites do a great job of presenting work in a way that feels both professional and approachable. That’s the balance you want to aim for.
You don’t need to hire a designer or learn how to code. These tools were made for people who want something simple and professional.
Wix is a great place to start. It has templates for writers and a drag-and-drop editor that makes building a site feel like putting together a PowerPoint.
Journo Portfolio is another great option. It’s clean, looks good on mobile, and is made specifically for displaying writing samples.
If you want your portfolio to look more visual and organized, a portfolio visualizer like Journo Portfolio makes everything easier and more professional-looking.
When I started freelancing, I had no idea how to market myself. I stumbled across a book that completely changed how I thought about my work. It’s called The Freelance Content Marketing Writer by Jennifer Goforth Gregory, and I recommend it to every new writer I meet.
This book covers everything from finding clients to choosing your niche. It even walks you through how to write your first pitch. If you are serious about turning writing into income, this book will help you get there faster.
Look, everyone starts somewhere. Maybe your first blog post was about your dog’s favorite treats. Maybe you wrote an article about staying motivated during finals week. Whatever it is, if it shows your writing style and creativity, it belongs in your portfolio.
You don’t need permission to create samples. You don’t need fancy credentials. You just need the courage to start and the discipline to improve.
So go ahead and write that first blog post. Make your own fake landing page. Try writing a product review for something you use every day. Then collect your best pieces, put them together using one of the tools above, and start sending your portfolio to potential clients.
No one is expecting perfection. They just want to see that you care about your craft and can do the job.
Are you stuck trying to build your portfolio? Or maybe you’re wondering what counts as a good sample? I’ve been through that confusion too. Let me know what you’re working on. I’m happy to offer feedback or cheer you on.
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