10 Inspiring Copywriting Portfolio Examples (and How to Make Your Own)

When you're a copywriter, your portfolio is your resume. It shows potential clients or employers what you're capable of not just in terms of writing, but in presenting ideas clearly, building trust, and showcasing your unique tone of voice. Whether you're just getting started or you're a seasoned writer, having a polished, focused, and well-structured portfolio is essential.

In this post, we’ll walk through 10 inspiring copywriting portfolio examples, break down what makes them great, and give you a step-by-step guide to creating your own even if you’re starting from scratch. If you want to skip ahead and start building, SwiftFolio makes it incredibly easy with beautiful templates built specifically for freelancers.

What Makes a Great Copywriting Portfolio?

Before we get into examples, let’s set the foundation. A strong copywriting portfolio does more than list your projects it tells a story about you. It shows your range, your niche, your personality, and most importantly: your ability to move people with words.

Key elements of a great copywriting portfolio:

1. A clear, focused niche
You don't have to box yourself in, but having a consistent style or industry focus helps clients feel like you're for them.

2. High-quality writing samples
Real client work is ideal. But if you’re new, well-crafted spec work or passion projects can be just as powerful.

3. Context around each piece
Explain your role, the goal of the project, and what impact the copy had. Clients love to see your strategic thinking.

4. A memorable, clean design
Don’t let your portfolio look like a Google Doc from 2009. Use a tool like SwiftFolio to make your work visually stand out without coding.

5. Easy navigation + contact info
The point of your portfolio is to get hired. Make it frictionless for someone to reach out.

6. Testimonials or client feedback
Social proof adds credibility and trust. One good review can make a huge difference.

7. A personal touch
Let your personality come through in the tone, layout, or branding. People hire people they like.

‍

10 Copywriting Portfolio Examples That Actually Convert

Below are 10 great examples (real and fictionalized for privacy). Each one highlights a different angle or style to inspire your own approach. We’ve also expanded each to show more depth and detail — so you can better understand what works and how to apply it to your own portfolio.

‍

1. Samantha Lee – Conversion Copywriter for SaaS

• Why it works: Samantha structures each project with a “before and after” breakdown. For example, one landing page conversion jumped from 2.4% to 6.7% after she rewrote the headline and clarified the CTA. She also provides A/B test results and screenshots.
• How she presents it: Each project lives in its own case study page with annotations, scrollable screenshots, and short video breakdowns.
• Bonus points: Her own landing page is a mini masterclass in conversion copy — persuasive, scannable, and written with clarity.
• FAQ
  • Can I use conversion data if I don’t have analytics access? Yes — just frame it as a hypothetical outcome or mention the client’s feedback.

2. Daniel Cruz – Email Copywriting Specialist

• Why it works: Daniel’s entire site is built around a single niche: lifecycle emails for DTC brands. He includes five email sequences, each with context: audience, goals, open rates, and CTRs. You can see his email strategy thinking process.
• Standout feature: One tab is a “Live Breakdown,” where he rewrites a real brand’s welcome email and explains his choices.
• Extras: He includes downloadable swipe files and a Loom video walkthrough.

3. Nina Patel – UX & Microcopy Portfolio

• Why it works: Nina’s portfolio is structured around app flows. She shows each UX moment: onboarding, error states, tooltips, etc. Her annotations explain not only what she wrote but why.
• Client highlight: For a finance app, she shows how one tooltip reduced user churn by 18%.
• How to replicate it: Use screenshots from your writing embedded in real user journeys.

4. Tom Zhao – B2B Copywriter for Startups

• Why it works: Tom includes cold email samples, lead magnets, and blog posts. The diversity of formats shows his range, but all are aimed at early-stage tech.
• Smart angle: His case studies are sorted by funnel stage — Top, Middle, Bottom — which appeals to B2B marketers.
• Pro tip: If you write across the funnel, highlight your funnel knowledge, not just your writing.

5. Claire Anderson – Freelance Content Writer

• Why it works: Claire’s portfolio feels like a blog — but it’s really a showcase of client work, each with a preview snippet and then a “read full article” button. She uses tags by industry (healthcare, fintech, travel).
• Lead generation tip: Every article has a CTA at the bottom to contact her or download her rate sheet.
• FAQ
  • What if I ghostwrote the blog? You can say it was ghostwritten and describe your contribution. If NDA’d, create a similar spec piece.

6. Ryan Gomez – Spec Work Portfolio

• Why it works: Ryan is just starting out, but he’s created full brand mockups — logo, tone of voice doc, landing page, emails. It feels like a real project.
• Why it’s effective: He shows he understands brand strategy, not just words. His projects feel “alive.”
• How to steal this: Pick a brand you admire. Write them a new homepage or ad sequence. Design it in Canva or Figma to give it polish.

7. Olivia Nguyen – E-Commerce Copywriter

• Why it works: Olivia shows real product pages side by side with her rewrites. She includes data like increased click-through or average order value.
• Client love: She has 4 testimonials, each with a headshot and CTA link back to the project.
• Layout tip: Break long descriptions into collapsible sections (e.g., Problem → Solution → Copy → Results).

8. Marcus Bell – Finance & Legal Copywriting

• Why it works: These are tough, compliance-heavy niches. Marcus adds footnotes explaining approval processes and how he kept copy within legal boundaries.
• Trust signals: He adds logos of publications his clients were featured in, plus LinkedIn endorsements.
• Tip: If you’re in regulated industries, show your grasp of tone, nuance, and risk.

9. Jenna Kwon – Copy for Creatives & Coaches

• Why it works: Jenna’s site oozes personality — pastel colors, quirky bio, friendly writing. But the real strength is in the testimonials: every one is story-based.
• Conversion boost: She adds mini “before and after” samples to each testimonial, so you see the upgrade.
• Call to action: Instead of “Hire me,” it says “Let’s co-create something delightful.”

10. Liam Torres – Copywriting for Green Tech Startups

• Why it works: Liam’s portfolio is tightly focused. Every project ties to sustainability: carbon capture startups, EV tech, solar SaaS. He includes stats like “increased inbound demo requests by 35%.”
• Impact feature: He has a blog where he breaks down greenwashing examples and good eco-copywriting.
• Takeaway: If you care about a mission, let that thread unify your portfolio.

‍

Frequently Asked Questions About Copywriting Portfolio Examples

Creating a standout copywriting portfolio can feel overwhelming especially if you're just starting out or pivoting niches. In this article, we'll answer the most common questions about copywriting portfolio examples to help you feel confident and focused. Whether you're wondering what to include, how to showcase your work, or what clients actually want to see, this FAQ guide is here to help.

1. What is a copywriting portfolio, and why is it important?

A copywriting portfolio is a curated collection of your best writing samples, used to showcase your skills to potential clients or employers. It’s your professional highlight reel. More than just a display of words, your portfolio shows your ability to communicate clearly, persuade, adapt to different voices, and meet business goals.

Why it matters:

• It proves you can write effectively.
• It builds trust with potential clients.
• It shows the type of work you want more of.
• It sets you apart from other freelancers.

Without a portfolio, even the best writer may struggle to land consistent work. It’s the single most important asset you can build.

2. What should be included in a copywriting portfolio?

While there's no one-size-fits-all answer, strong portfolios usually contain:

• 3–6 writing samples (ideally real client work)
• Context about each project (who it was for, your role, what the goal was)
• Results or outcomes (if available)
• A short bio or intro
• A clear niche or industry focus (optional but helpful)
• Easy-to-find contact information
• Optional: testimonials, pricing info, or services

The key is clarity. Make it easy for visitors to see your skills at a glance.

3. Can I include work I did for free or on spec?

Absolutely. Especially if you're just starting out, spec work or passion projects are a great way to show what you're capable of.

Tips for using spec work:

• Choose real brands (but make it clear that it's not official work).
• Focus on solving a real problem (e.g., improving a weak landing page).
• Present it professionally — as if it were client work.

Clients often care more about how you think and write than whether the project was paid.

4. How many samples should I include?

Quality beats quantity. Most freelancers include 4–6 pieces. That’s enough to show range without overwhelming a visitor. If you're highly specialized (e.g., email funnels for SaaS), even 3 strong samples can be plenty.

If you're more of a generalist or just starting out, aim for variety — show you can write blog posts, landing pages, product descriptions, etc.

5. What if my client work is under NDA?

If you're under a non-disclosure agreement (NDA), don’t risk breaking it. Here are your options:

• Ask the client for permission: Many will say yes.
• Create a redacted version: Hide brand names or sensitive details.
• Write similar spec content: Use the same structure or goals, but change enough details to avoid risk.
• Describe the project: If you can’t show the copy, talk about the process and results.

6. Do I need a personal website to host my portfolio?

Not necessarily. While a custom website adds credibility, you can start with platforms like:

• SwiftFolio — simple, beautiful, fast to set up
• Contently or ClearVoice — industry-standard portfolio tools
• Notion — popular with freelancers
• Medium or Substack — for content writers

A domain name like yourname.com is a plus, but don’t let tech hold you back.

7. How do I explain each sample in my portfolio?

Each project should include short context:

• Client/Brand (unless anonymous)
• Goal or problem
• Your role (e.g., strategist, writer)
• The copy (linked or displayed)
• The outcome (optional, but powerful)

Even just 3–5 sentences of explanation can help potential clients see your thought process and strategic value.

8. What if I don’t have any real client work yet?

Then start with spec work. Pick a few brands you admire and rewrite their landing pages, product descriptions, or email sequences.

Other ideas:

• Rewrite outdated pages on non-profits’ sites.
• Offer free work to one or two small businesses (in exchange for a testimonial).
• Use blog posts, social media captions, or even personal writing.

The goal is to show how you write and think — not to prove your client list.

9. Should I tailor my portfolio for each niche I write for?

Yes — if you write for multiple niches, group your samples by category. For example:

• Healthcare
• SaaS
• E-commerce

This helps visitors quickly find relevant work and improves your perceived expertise. Better yet, create separate portfolio pages for each niche (easy to do with SwiftFolio).

10. What makes a portfolio stand out to clients?

Beyond solid writing, standout portfolios have:

• A clear niche or voice
• Strategic thinking (not just words — business impact)
• Clean design (use white space, strong visuals)
• Easy navigation
• Confidence without ego

Clients want to see how you think. Explain the strategy behind your copy. That’s where a lot of freelancers miss out.

Final Thoughts

Your portfolio is a living asset. Revisit it regularly, update it with new work, and use it as a sales tool — not just a placeholder. Tools like SwiftFolio make this process way easier and more polished, even if you’re not a designer.

If you’re serious about getting high-quality clients, put in the time to make your portfolio reflect your value. These FAQs should help you avoid common pitfalls and present your work with confidence.

Still unsure about your next step? Start building your first draft, even if it’s not perfect. Every great portfolio starts with a rough version — you’ll improve it as you grow.

‍

‍