Portfolio Do’s and Don’ts

Your portfolio is often the first impression a client gets of your work. It doesn’t need to be packed with every project you’ve ever done. It needs to be clear, relevant, and easy to navigate. A good portfolio shows not just what you made, but how you think and what results you helped create.

This guide breaks down what to include, what to avoid, and how to make your freelance portfolio work for you, even if you’re just getting started.

1. Do Show Work That Matches What You Want to Get Hired For

Only include projects that reflect the type of work you want more of. If you’re a web designer, lead with web design. If you’re a writer who wants to focus on email campaigns, show those first.

Don’t treat your portfolio like a storage unit. It’s a storefront. Curate it with purpose.

2. Don’t Overload It With Projects

More is not better. Five strong, relevant pieces are more effective than twenty random ones. Clients don’t have time to dig through everything. They want to see proof that you can solve their kind of problem.

Group similar projects if needed, and create short project summaries for easy browsing.

3. Do Explain the Project, Not Just Show the Final Work

Each portfolio item should include a brief description:

• What was the goal?

• What was your role?

• What challenge did you solve?

• What was the outcome?

This helps clients see your process, not just the finished product. It turns your work into a story, not just a screenshot.

Example format:
“Client needed a new landing page to promote a product launch. I wrote copy, designed the layout, and optimized the call-to-action. Result: 22% increase in email signups within two weeks.”

4. Don’t Include Work Without Permission (or Attribution)

If you’re using client work, make sure you have the right to share it publicly. When in doubt, ask for permission or redact any sensitive info.

If you did the work as part of a team, clarify your role. Don’t take credit for work you didn’t lead. Clients appreciate honesty and transparency.

5. Do Include Personal or Practice Projects (If They’re Relevant)

Don’t wait for someone to hire you before you show what you can do. If you don’t have client work yet, create your own projects that match the type of work you want.

Examples:

• Mock brand redesigns

• Sample blog posts for industries you want to target

• Rewrites of poorly designed landing pages you’ve found online

Show your skills, even if no one paid you (yet).

6. Don’t Make It Hard to Navigate

Your portfolio should be easy to scan. Use categories, clean formatting, and clear links. If it takes more than a few clicks to get to your best work, most people won’t bother.

If you’re using a platform like Notion, Canva, or Wix, keep the layout clean and mobile-friendly.

Resource: Carbonmade, Adobe Portfolio, and Journo Portfolio offer easy portfolio builders for different types of freelancers.

7. Do Include a Short Bio and Contact Info

At the end (or top) of your portfolio, include a short section about who you are, what you specialize in, and how to get in touch. A contact form, email link, or scheduling tool (like Calendly) can make a big difference.

Tip: Use a professional-looking photo. It adds trust and helps clients put a face to the work.

Final Thoughts

Your portfolio doesn’t need to be perfect. It just needs to be clear, relevant, and built around the work you want more of. Update it regularly, keep it easy to navigate, and remember: the goal isn’t to show everything. It’s to show the right things.