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Land more clients with this quick portfolio revamp!

“How do you build a portfolio that actually lands clients?”

This is a question I get asked frequently, and it’s something I’ve never had a solid answer for.

Partially because, for me, my portfolio isn’t just a PDF or a page on my website. It’s all the platforms where I put out content.

But I know this doesn’t apply to everyone reading this, so last week I set aside some time to to research and really dive into what makes a great portfolio.

And let me tell you, I was actually surprised at how little it had to do with the quality of work.

Now, I’m not saying the quality of work doesn’t matter, but most designers have high-quality work.

This means that having a portfolio filled with high-quality work isn’t always enough to make you stand out.

So what is?

Well, from my research and an analysis of how I present my own work, I identified 5 essential strategies every portfolio needs in order to attract clients.

So, let’s see how you can turn your portfolio into a client magnet 🧲

Focus on Quality Over Quantity

When it comes to your portfolio, it can be tempting to showcase every project you’ve ever worked on.

But here’s the thing: an overcrowded portfolio can overwhelm potential clients.

So instead, focus on a curated selection of your absolute best work—like a selection box with only the best chocolates 🍬

This makes it easier for clients to see your strengths and envision how you can solve their problems.

I recommend showcasing 6-8 projects that truly represent your style and the direction you want your business to go. For instance, if you’re targeting the tech industry, feature your most innovative, tech-focused designs. When you narrow your focus, you’ll make a stronger impact, but more on speaking to your ideal client soon!

Explain Your Design Decisions


Your portfolio should do more than just show your work, it should tell the story behind it.

Think of each piece as a conversation starter.

Why did you choose that colour palette? What led you to use that particular layout?

When you start to explain your design decisions, you’re not just showing what you can do—you’re showing how you think.

This is where you differentiate yourself from the crowd.

Remember your designs aren’t just aesthetically pleasing but strategically crafted to solve specific problems.

Let’s say you’ve redesigned the branding for a boutique coffee shop.

GIF of girl sat at computer editing a logo called 'Brew Land' (a whimsical coffee spot). Font used is magical and fairytale like paired with a brand icon of a castle in a sparkly moat of coffee.

I​nstead of just displaying the new logo, dive into the why.


“I chose warm, earthy tones to mirror the shop’s commitment to organic, sustainable farming, paired with a clean, modern font to appeal to their young, eco-conscious clientele.”


This explanation does more than just show the final product—it showcases your ability to connect design with brand identity and customer demographics.


Speak to Your Ideal Client


Let’s say you want to work with fashion brands, your portfolio needs to reflect that (think of it as a targeted marketing tool).


You would do this by highlighting your work with fashion clients and focusing on relevant industry projects, like branding, packaging, or editorial design.


This essentially tells the client: “I understand your world, and I know how to deliver what you need.”


Tailor your portfolio to align with the industry, needs, and challenges of your ideal clients, making it more likely they’ll see you as the right fit for their projects.


Provide Context


Similar to explaining your design decisions, your portfolio should provide a backstory for each design.


  • What were the project’s goals?

  • What was your approach?

  • What challenges did you overcome?


Let’s say you redesigned a website for an e-commerce brand. The overview could look something like this:


“The client needed a website that improved user experience and increased conversions. I focused on simplifying the navigation and creating a more intuitive checkout process, which led to a 30% increase in sales.”


When you provide context, you help potential clients see the full scope of your work, from conception to execution.


This not only showcases your technical skills but also your ability to think critically and tackle complex challenges.


And this, is exactly how you turn a piece of high-quality work into a compelling case study.


Keep It Updated


Imagine you’ve just completed a high-profile project that perfectly showcases the kind of work you want to do more of.


Add this to your portfolio as soon as possible.


At the same time, consider removing or updating older projects that no longer represent your current style or expertise.


That way you’re always putting your best foot forward and ensuring it represents your best and most relevant work. This is especially important at the start of your journey because your skills will improve dramatically.


Start thinking of your portfolio as a living, breathing representation of your current work and skills.


 

​So, start explaining the reasons behind your work, selecting your best pieces, and regularly updating your portfolio, and you’ll be well on your way to attracting the clients you truly want.


But if you’re looking for a shortcut, I have something that will help 👀


I’ve created a FREE portfolio template that will help you create the perfect portfolio while guiding you to incorporate all these tips we just covered.


So if you want to start landing those dream clients, go grab it HERE.


Chat soon,


Abi 😊



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