A Step-by-Step Guide to a Client-Winning Portfolio

A Step-by-Step Guide to a Client-Winning Portfolio

May 3, 2022 | By Sakshi Jha | No Comments

As a B2B copywriter, you know how important it is to have a client-winning portfolio of your copywriting samples. But how do you create that as a beginner? Especially if you’ve not yet worked with any potential client.

You might be thinking, How can I build a copywriting portfolio if I have no clients, or How do I even get clients if I don’t have a portfolio?

Well, it’s time you put a stop to your overthinking, and get ready to build a client-wowing B2B copywriting portfolio (even as a beginner).

This article will tell you exactly how you can create a copywriting portfolio from scratch. Use this step-by-step guide to a client-winning portfolio to overcome the Catch-22 dilemma of no clients… so no portfolio… so no clients.

Let’s get going!


How do you build a B2B client-winning portfolio?

You can easily set your foot into the B2B industry with a dashing copywriting portfolio. To create one from scratch, you either need Google Folder, or a low-cost or free website (if you’re a beginner).

To create a freelance B2B copywriting portfolio, you can go to wix.com or wordpress.org, and create a free website there to add your samples. You can start publishing your niche-related blogs on that free website to act as your writing samples.

Or, you can create a free PDF, or document on Canva to add your samples.

If you’re just starting out, even a simple Google Doc Folder or your LinkedIn profile will be enough.

Yes, it’s always a better option to have a domain name, but keep in mind that a fancy website or document won’t get you clients more than your writing style will.

Having a paid domain and hosting site is a great way to publish your own content to act as samples. But it’s not a necessity!

Clients want to see your writing skills, not designing skills!

What should a copywriting portfolio look like?

Your copywriting portfolio should look like a collage of informative, engaging, and sign-up worthy content.

It totally depends on what kind of content you prefer to write.

For example — blogs are the best kind of samples because they’re accepted both as content writing and copywriting samples.

If you want to create blogs, then there are three ways you can build it up.

  1. By posting your own blogs.
  2. By Guest Posting.
  3. Posting on Medium publications.


Let’s discuss each one of these in detail.

1.  By posting your own blogs

You can start creating samples by posting on Medium, LinkedIn, or WordPress. The only thing that matters is you get your content in front of your clients’ eyes.

Published content is a great way to build trust and credibility as a beginner copywriter.


2.  By Guest Posting

Guest Posting is writing content for another website in exchange for a link that will be displayed on your portfolio page.

It can be paid or free. Either way, it’s one of the best ways to build up your portfolio.

Guest Posting is a very popular way to build some good writing samples. You can easily do this by going on to Google and searching for “Niche + write for us.” For example, “Lifestyle write for us.”

You’ll find many websites looking for guest posters. You can start off by reading their guidelines, pitching to them, and then adding the links to your published article in your portfolio website.

Guest Posting is like a passion project. One that you might do for free/paid, but gives you immense exposure and clients!


3.  Posting on Medium publications

Medium is the hub for all sorts of writers, and it’s also a great place to show your creativity.

Medium has specific publications that accept posts. The best part? You don’t have to pitch! Yay. 🙂

You just draft up a blog, and then send it for review to the publication. And wait for it to get published.

But, if you prefer white papers, emails, and landing pages as your sample, there’s something for you as well.


What should you include in your copywriting portfolio?

If you want to add in landing pages, sales pages, or emails as your writing samples…

Then your copywriting portfolio should include these mock samples, in the same sequence as shown here. This is the same sequence as that of a sales funnel, taking the buyer from the awareness stage to the conversion stage.

  1. Facebook/Instagram/Google Ads
  2. Landing Page
  3. Welcome Email Sequence
  4. Nurturing Emails Sequence
  5. Sales Email sequence
  6. Sales Page
  7. Thank you email (or Follow-up email sequence)


As a copywriter, you’re directly or indirectly writing for funnels.

If you create all of your samples in the same way and sequence, you’ll leave a lasting impact on your clients.

Because this copywriting portfolio will show clients you not only know how to write, but are also aware of the sales funnel, and how it works.

You can create all these samples using a fake or mock company or your favorite brand. It’s by far the best way to create copywriting samples. Just make sure you label them as “samples.”

How to create your own client-winning portfolio samples?

You can easily create samples by creating a mock brand brief first. A mock brand brief is just a part of your imaginative brand on whose basis you’ll be creating mock samples. One easy way to do this is to model your mock company on a real company, simply changing some details.

For example, if you want to write in the renewable energy market, find a client who makes the products you want to write about, change some details, potentially even changing their product set from solar to wind, and then create your mock brand brief.

While forming a mock brief, keep these six things in mind:

  1. Name of the brand, their slogan, and tagline
  2. Objective
  3. Target audience, their pain points
  4. Brand guidelines regarding brand voice and tone
  5. CTA (call-to-action)
  6. USP (Unique Selling Proposition)


Keeping this mock brief in mind, you can create a portfolio that takes the target audience on a buyer’s journey.

You can do this by first creating copy for the lead magnet or Facebook Ad that the buyer first encounters. This part is the most important aspect of a sales funnel.

Remember that the First Expression is the Last Expression.

Then you can create your sample emails for nurturing and converting those subscribers.

And the last part is to convert them with your sales emails and sales page.

It’s that simple.

Some additional tips for you:

  • Before sending your portfolio to potential clients, make sure you personalize it with an Overview file or an Index on the Google Doc. That Overview file or Index will tell your clients the order in which they should go through your portfolio.
  • While creating specific docs, name them with a number, like 1. Facebook Ad, 2. Landing page, etc., so your prospective client easily moves through your sales funnel.
  • Have samples with at least two mock brand briefs. Remember that not all of your clients will be interested in the same types of projects, so it’s good to have an additional set of samples either in a different industry or that are content pieces instead of copy pieces ready as well!
  • If you keep your samples in a Google Doc, you can easily swap in or out pieces so what you send to the prospect is as relevant as possible to what they’re looking for.

Now, you’re prepared with all the tools you need to create a client-winning portfolio right from scratch, even as a beginner.

Happy client wow-ing!

About the Author


Sakshi Jha

Sakshi Jha is a freelance Copywriter for hire, who specializes in writing for B2B SaaS brands in E-commerce and sales. She loves reading books on Marketing, and fiction. She's also a Certified Content Marketer. When she's not working, she's either consulting other freelancers and helping them start their own business or jamming to K-pop. Check out her portfolio, and say hi to her on Twitter and LinkedIn as well.

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