How to use a portfolio page to increase bookings and sales
“Can you send me some of your work?” 👈 THIS might be one of my least favorite questions.
To be fair, I probably dislike this question because of the line of work I’m in. In the past, I’ve wondered… how on earth can I send you my work, when I write FOR people, and I help them strategically market, launch and create content (while remaining behind the creative curtain) for all of their various things? What tangible items could I possibly share?
And then I’ll usually internally rant and think, “if I were a photographer or designer I might have a portfolio, but I am NOT so I DO NOT.”
But then one day, after said internal rant, a lightbulb went off: 💡 Why limit myself just because of the services I provide? Why NOT have my own portfolio page?
Sure, it might read and look a little different from the beautiful pages I admire for photographers and designers… but that doesn’t mean that my work shouldn’t be displayed, or that it wouldn’t help my booking process and increase the value of my work.
So, I put together a copywriting portfolio page for myself, complete with mini case studies on a few of my favorite copy projects to date. In the future, I’ll figure out a way to create a “strategic/marketing” portfolio page for my other services… but for now? This’ll do.
Why am I yammering again? Oh, yes, because I want to tell you that if I can create a simple, seamless and effective portfolio page for my own uncommon business, you certainly can. It just takes a bit of creativity.
First, allow me to convince you with 5 reasons why you should have a portfolio page. THEN I’ll share some shoulds and should nots so that you can make your own page as effective as possible.
A portfolio page offers transparency.
YES you are a lovely and wonderful person who would never mislead your beloved clients. But there are always a few of those clients who have either been burned in the past, or who just need a bit of extra TLC. Your portfolio page will serve to voluntarily show off your work and the clients you’ve partnered with, while also easing their minds.
2. A portfolio page builds trust.
This one goes hand in hand with #1, but it’s important enough to have its own category. When you’re willing and able to showcase your work with transparency while also giving a backstory that shows off your expertise, your audience will inherently trust you. Or at least… they’ll trust you more than they would if you didn’t.
3. A portfolio page will save you a looot of back and forth.
Trust me, when you have a page you can link and share with inquiries right away, you’ll be saving yourself from the countless emails and the back and forth of, “but have you ever done THIS?” (and yes, yes you have). By having everything readily available, brands and businesses who inquire about your services will be able to answer their own questions.
…for the most part. There’s always that **one** who won’t.
4. A portfolio page allows you to look back on your favorite projects and celebrate them.
Seriously! How often do you sit down and identify your all-time favorite work, and then give that work the attention it deserves by showing it off on your site? While also sharing its backstory?
Yeah, yeah, yeah… go ahead and mumble. You know I’m right.
5. A portfolio page gives you (sales) leverage.
You know what transparency and trust do for your creative proposals? They allow you to charge more for the value you provide, because you have the experience and work to back you up.
Think about it: would you be more likely to accept the $$$$ proposal from the service provider who has a flourishing portfolio page proving their skill and experience, OR the $$$ proposal from the service provider who has none?
Alright, let’s move on to some shoulds and should nots of an effect portfolio page 👇
Your portfolio page SHOULD:
Feature your work in the form of a case study: Yeah, it’s fun to just show off visuals, but take things one step further. Discuss the why, how and what behind the work you’re showing off. Choose your top 3-5 projects of all time, and feature those!
Include a list or section that mentions your other clients and projects. This is where you get to shamelessly name drop!
Have a final call to action at the bottom of your page, inviting your audience to either view your services, or send an inquiry.
Your portfolio page SHOULD NOT:
Be overly inundated with visuals that lack contextual substance: YES your portfolio page should be pretty and fun to read, but make sure you don’t overwhelm or confuse your reader. Think of this page as information first, visuals second.
Merely include photos of your work, with no names or information: self explanatory.
Link to anything other than your services or booking page!
