What Should a Copywriting Portfolio Look Like? (+ Real Examples)

Let's be honest — when you're just starting out as a copywriter, the phrase "send me your portfolio" can feel like someone asking you to show them your unicorn.

You know you can write. You've got ideas. Maybe you've even got a few Word docs buried somewhere on your laptop. But a professional copywriting portfolio? That's a whole other animal.

And here's the kicker: most advice out there either assumes you already have a dozen clients under your belt, or it's so vague ("just show your best work!") that it leaves you more confused than when you started.

So let me break it down for you — not as some marketing guru, but as someone who's been exactly where you are. I'm Monica Shaw, founder of Writer's Residence, and I built that platform because I was sick of wrestling with complicated website builders when all I needed was a clean, simple way to showcase my writing.

In this article, I'm going to show you exactly what a copywriting portfolio should look like, what to include (even if you're starting from scratch), and real examples that actually work.

Why Your Copywriting Portfolio Matters More Than You Think

Here's the thing: clients don't hire you based on your resume or your LinkedIn headline.

They hire you based on whether they can see you doing the work they need done.

Your portfolio is proof. It's the difference between "I can write engaging email copy" and "Here's an email sequence I wrote that increased open rates by 34%."

A strong portfolio:

• Builds trust before you even hop on a discovery call
• Filters out tire-kickers and attracts serious clients
• Lets you charge more (because you're not just promising — you're proving)
• Gives you something to link to in cold pitches, job applications, and social media bios

But here's where people get stuck: they think it has to be perfect before they share it. Spoiler alert — it doesn't.

What Should a Copywriting Portfolio Look Like?

A great copywriting portfolio layout doesn't need to be fancy. In fact, the simpler it is, the better.

Here's what it should include:

1. A Clear, Friendly Introduction

Your homepage or intro section should answer three questions in under 10 seconds:

• Who are you?
• What kind of copy do you write?
• Who do you write it for?

Don't overthink this. You're not writing your memoir. Something like:

"Hi, I'm Alex. I write conversion-focused web copy and email sequences for SaaS startups that want to sound human, not corporate."

Simple. Specific. Done.

2. 3–6 Portfolio Pieces (Yes, Really — That's Enough)

You don't need 47 samples. You need a handful of strong, relevant pieces that show you can do the kind of work your ideal client needs.

Each sample should include:

• A descriptive title (e.g., "Email Welcome Series for E-Commerce Brand")
• Context: What was the goal? Who was the audience?
• The copy itself (formatted cleanly — no messy screenshots if you can avoid it)
• Results, if you have them (even qualitative feedback counts: "The client said this was the first email sequence that actually got replies.")

If you don't have client work yet, don't panic. I'll show you how to build samples below.

3. A Simple Contact Method

Make it stupid easy for someone to reach you. That means:

• An email address
• A contact form
• Or a "Book a Call" link if that's your style

Don't hide behind a "coming soon" page or make people hunt for your info. If someone wants to hire you, let them.

4. Optional (But Nice): Testimonials or Social Proof

Got a kind word from a client? A LinkedIn recommendation? A screenshot of a happy Slack message?

Stick it in there. Even one testimonial makes you feel more legit.

5. A Professional (But Not Stuffy) Design

Your portfolio doesn't need to look like it was designed by an agency. But it should look intentional.

That means:

• Clean fonts (not 12 different ones)
• Plenty of white space
• Easy navigation
• Mobile-friendly layout

Honestly, this is where I got so frustrated when I was starting out. I didn't want to learn code. I didn't want to pay $50/month for a website builder with a million features I'd never use. I just wanted something clean and simple that let my writing speak for itself.

That's exactly why I built Writer's Residence — because writers need portfolios that take minutes to set up, not weeks. You can create a beautiful, professional portfolio without touching a single line of code, and you can try it free to see if it works for you.

What to Put in a Copywriting Portfolio When You're Just Starting Out

Don't you hate it when advice assumes you already have a roster of happy clients?

Let's talk about what to include in your copywriting portfolio when you're still building your experience.

Option 1: Spec Work (a.k.a. Practice Projects)

Spec work means you write samples for imaginary (or real) brands as if they were paying clients.

Pick a company you love and rewrite one of their:

• Homepage hero section
• About page
• Product descriptions
• Email welcome series
• Landing page

Frame it like: "Spec project: Homepage rewrite for [Brand] to better highlight their sustainability mission and improve clarity for first-time visitors."

Spec work shows you can think strategically and write with purpose — even if no one's paid you yet.

Option 2: Volunteer or Trade Work

Write copy for:

• A friend's small business
• A local nonprofit
• A startup founder in an online community

You get a real sample. They get free copy. Everyone wins.

And yes, you can (and should) include this in your portfolio. Real work is real work, whether or not you got paid.

Option 3: Personal Projects

Writing a newsletter? Running a blog? Posting thoughtful content on LinkedIn?

That's portfolio material, my friend.

If you can write a compelling thread about productivity tools or a blog post that gets shared 50 times, you can write copy that converts. Show it off.

How to Format a Copywriting Portfolio (Step-by-Step)

Alright, let's get tactical. Here's how to format your copywriting portfolio so it actually works for you:

Step 1: Choose Your Platform

You've got options:

• A custom website (WordPress, Squarespace, Webflow, etc.) — flexible but often overkill
• A portfolio platform (like Contently, Clippings.me, or Writer's Residence) — faster, cleaner, writer-focused
• A Google Drive or Notion page — fine in a pinch, but not ideal for first impressions

Whatever you choose, make sure it loads fast, looks clean, and doesn't require a manual to navigate.

Step 2: Organize by Project Type (Not Chronologically)

Group your samples by the kind of work you want to do more of:

• Website Copy
• Email Campaigns
• Sales Pages
• Social Media Content
• Case Studies

This makes it easier for clients to find what they're looking for — and it subtly positions you as someone who specializes, not just dabbles.

Step 3: Write a Short Intro for Each Sample

Before you dive into the copy itself, set the stage:

• The challenge: What problem were you solving?
• The audience: Who were you writing for?
• The goal: What were you trying to achieve?

Example:

"This welcome email series was written for a wellness coach launching her first digital course. The goal was to build trust and excitement while gently moving subscribers toward the sales page. The sequence had a 42% open rate and a 12% click-through rate."

See how much more impressive that is than just pasting the email?

Step 4: Show the Copy Clearly

Format matters. If your sample is hard to read, people won't read it.

• Use clean fonts and plenty of spacing
• Break up long blocks of text
• Bold headlines and subheads
• If it's a web page, consider embedding a live link or a clean mockup

Step 5: Add Results (When You Can)

Numbers are powerful. Even ballpark metrics help:

• "Increased email open rates by 28%"
• "Generated 15 qualified leads in the first week"
• "Client reported a 3x increase in demo requests"

If you don't have hard data, qualitative feedback works too:

• "The founder said this was the clearest version of their messaging they'd ever seen."
• "This page converted 2x better than the previous version."

Real Copywriting Portfolio Examples (And What Makes Them Work)

Let's look at a few copywriting portfolio examples for beginners and pros alike — and break down why they work.

Example 1: The Niche Specialist

What it looks like:
A simple one-page site with a headline like "Conversion copy for B2B SaaS companies" and 4 samples: a homepage, a pricing page, a product launch email, and a case study.

Why it works:
It's laser-focused. You know exactly who this writer serves and what they're good at. No fluff, no confusion.

Example 2: The Storyteller

What it looks like:
A portfolio with a warm, personal intro, a few blog-style case studies, and samples that feel like they were written by a human (because they were).

Why it works:
It builds connection. Clients don't just see the work — they get a sense of who this person is and how they think.

Example 3: The Results-Driven Pro

What it looks like:
Each portfolio piece leads with a result: "How I helped [Brand] increase conversions by 47%" or "The email that brought in $12K in one weekend."

Why it works:
It leads with value. Clients care about outcomes, and this portfolio makes it impossible to miss them.

Example 4: The Beginner with Spec Work

What it looks like:
A clean, simple portfolio with 3 spec projects (a landing page rewrite, a welcome email, and a product description set), plus a short bio and a contact form.

Why it works:
It's honest and professional. The writer isn't pretending to have clients yet, but they're showing they can do the work — and that's enough to get started.

Common Copywriting Portfolio Mistakes (And How to Avoid Them)

If you're tired of second-guessing every decision, let me save you some headaches. Here are the mistakes I see all the time:

Mistake 1: Waiting Until It's "Perfect"

Your portfolio will never feel done. Put something up, get feedback, improve it over time.

Mistake 2: Including Everything You've Ever Written

Quality over quantity. Show your best work, not your entire back catalog.

Mistake 3: Hiding Your Personality

Clients hire people, not robots. Let your voice come through in your intro, your sample intros, and even your contact page.

Mistake 4: Using Terrible Formatting

If your samples are buried in PDFs, hard to read, or poorly organized, people won't bother. Make it easy.

Mistake 5: Not Including a Clear CTA

Don't make people guess how to hire you. "Ready to work together? Email me at [your email]" is all you need.

Tools and Platforms to Build Your Copywriting Portfolio

You've got a few solid options depending on your needs:

• WordPress — flexible, but requires some setup and maintenance
• Squarespace or Wix — easier, but can feel bloated and expensive for what you actually need
• Notion — great for organizing, but not the most professional look
• Writer's Residence — built specifically for writers who want a clean, simple, professional portfolio without the hassle (and yeah, I'm biased, but I built it because I needed it)

If you don't have a portfolio yet, Writer's Residence makes it stupidly easy to get started. No design skills required. No complicated dashboards. Just you, your writing, and a portfolio that actually looks like you care.

How to Keep Your Portfolio Fresh (Without Overhauling It Every Month)

Your portfolio isn't a "set it and forget it" thing, but it also doesn't need constant tweaking.

Here's how to keep it relevant:

• Swap out samples as you grow — Replace weaker pieces with stronger ones as you get more experience
• Update your intro — If your niche or focus shifts, make sure your homepage reflects that
• Add new results — Got a case study with killer metrics? Bump it to the top
• Refresh your contact info — Make sure links and email addresses still work (you'd be surprised how often they don't)

A quarterly check-in is plenty. You don't need to obsess.

Final Thoughts: Your Portfolio Is a Living, Breathing Thing

Here's what I want you to remember: your copywriting portfolio doesn't have to be perfect. It just has to exist.

It's not a test you pass or fail. It's a tool that helps you get work, build credibility, and show the world what you're capable of.

Start with what you have. If that's three spec projects and a Google Doc, great. If it's one killer case study and a LinkedIn post, even better. The important thing is that you're putting yourself out there.

And if you're looking for a simple, no-nonsense way to build your portfolio without wrestling with tech or spending a fortune, that's exactly why I created Writer's Residence. It's designed for writers, by a writer, and it takes about 10 minutes to get your first portfolio live.

Try it free and see if it fits your workflow. No pressure, no pushy sales tactics — just a clean, simple way to showcase your work and start landing clients.

Now go build that portfolio. You've got this.