You’ve been writing for years. You’ve cranked out blog posts, articles, white papers, and a ton of ghostwritten content that nobody even knows you did. And yet… when it comes time to build a portfolio? Crickets.
I get it. It’s a struggle. You spend so much time writing for clients. You manage deadlines and navigate the world of SEO. You forgot to look back at your work. When you finally do, it feels like you’re trying to pick the perfect pieces to represent your skills. You know, the ones that showcase your versatility, brilliance, and creativity. The pieces that make or break a new client relationship.
But you’re not alone in feeling this way. In fact, I’ve been talking to a lot of writers recently, and turns out we all face similar struggles. If you’ve ever asked yourself, “Where do I even start with my portfolio?” or “What if it’s not good enough?”—trust me, you’re in good company.
I put together a survey (with the help of some awesome content writers) to find out just how many of us feel this way. And let me tell you, the results were real. People are struggling with time management, design issues, deciding which content to showcase, and—most painfully—updating the damn thing regularly. So let’s dig in.
I’m here to talk about the challenges, give you some actionable steps to overcome them, and—let’s be honest—remind you that you’re not a solo act in this struggle.
1. Time Management: “I Don’t Have Time to Build a Portfolio… I’m Too Busy Writing for Clients!”
We’ve all been there, right? You get into a groove writing for your clients, smashing deadlines, and meeting expectations. But somewhere along the way, you forget that you need to prioritize your own brand too. I mean, who has time for their own portfolio when there’s an article due in an hour? It’s a vicious cycle.
From my survey, this struggle was widely shared. As one respondent said:
“Managing my portfolio is the last thing I think about. I’m busy writing, not promoting myself!”
But here’s the thing: you have to carve out time for your portfolio. Even if it’s just an hour here and there. It doesn’t need to be a giant project—start small. Choose a simple platform (Notion is a writer’s best friend), and upload a few of your best pieces. If you’re hesitant, focus on quality, not quantity. It doesn’t have to be perfect. Just start.
One of the fastest ways to kickstart your portfolio is to set up a Linktree account and showcase your latest work links all in one place.
P.S. If you want a scrappy, no-drama way to whip up a portfolio in under an hour, I wrote a whole guide about using Linktr.ee for writers, check it out.
2. Design and Structure: “I’m Not a Designer, I’m a Writer!”
Here’s the thing: you don’t need to be a web designer to make your portfolio look good. But, let’s be real, when you look at others’ portfolios and they’ve got slick layouts, clean fonts, and beautiful images, you can’t help but feel a little… well, inadequate.
In fact, design was another big struggle for many writers in the survey. Sarah mentioned:
“I’m a writer, not a graphic designer. I’m more comfortable with words than colors and layouts.”
And Emma, a single mom shared:
“I know the work I produce is good, but my portfolio? It looks like a toddler designed it.”
Here’s the deal: simple beats complicated. If you’re not a designer (and let’s face it, most of us aren’t), go for a clean, minimalist style. The focus should be on your work, not your website. Platforms like Notion and Medium can help you showcase your content prominently. This avoids the headache of designing a website from scratch.
Remember: It’s not about bells and whistles. It’s about showing off your writing and making it easy for potential clients to see how you can help them.
3. Choosing What to Include: “How Do I Pick the Best Pieces?”
One of the most paralyzing aspects of building a portfolio is deciding which pieces to include. Do you go for the most recent? The most impressive? Or the most readable? As one of the experienced writers put it best:
“I keep asking myself: Which pieces are going to grab the client’s attention? Should I showcase what’s most relevant to them, or do I include everything I’ve done?”
The trick? Show a mix. While it’s important to tailor your portfolio for a specific client or industry, you also want to give a sense of your range. For example, highlight your best-performing tech blogs if you’re applying to write for tech companies. But don’t forget to add a few other pieces that show your versatility—perhaps a case study or a white paper.
Also, here’s a golden nugget I picked up from one of the respondents:
“Less is more. Pick your best, and don’t overcomplicate things.”
And I couldn’t agree more. It’s quality over quantity every time.
4. The “Ghostwriting” Dilemma: “Should I Include Work I Can’t Claim?”
Ah, ghostwriting—a writer’s secret weapon. You know the drill: you write brilliant content that gets published under someone else’s name. It’s a great gig, but does it belong in your portfolio? This one caused a lot of debate among my survey respondents.
The truth is: it’s up to you. If you’re comfortable including ghostwritten work and your client is cool with it, go for it. But if you’re not sure, you can always mention the type of work you did (without breaching confidentiality) and provide samples that don’t reveal the client’s identity.
I spoke with a long-term cybersecurity ghostwriting client to see if I could feature some of the work I did for their clients in my portfolio. They reached out on my behalf, and I’m happy to share that I received permission for several pieces.
For example, say: “I’ve written technical white papers for a variety of clients in the tech industry,” and share a redacted version or anonymized sample. This way, you’re still showcasing your skills while respecting client confidentiality.
5. Updating Your Portfolio: “Why Do I Always Forget to Update It?”
Oh, this one. We’ve all been guilty of this. The reality is, once you’ve built your portfolio, it can be easy to forget about it—until you realize it’s outdated, and suddenly, your latest work isn’t even listed.
Make updating a habit. Whether it’s once a month or after every project, you need to set a reminder to revisit your portfolio. Even just tweaking it a little bit can make a huge difference in how potential clients see your portfolio. Plus, it’s a great way to track your growth over time!
You’re Not Alone, We’re All in This Together
I won’t lie to you: building and maintaining a portfolio is hard work. It’s a bit of a balancing act between showcasing your best content and finding the time to actually work on it. But here’s the thing: you’re not alone in this struggle. Every writer I’ve talked to has faced some combination of these challenges, whether they’re a freelancer or in-house writer.
To all the writers out there wondering if they’re doing it “right” or worrying if their portfolio is good enough: it is. You are doing amazing work. Don’t let the obstacles stop you from sharing your brilliance with the world. Just start, keep it simple, and keep updating it. You’ll get better at it as you go.