Freelance Writer Portfolio Landing Page: Build One That Actually Converts
Your portfolio is viewed by prospects who already need a writer. They're checking whether you're the right writer. A weak portfolio page sends them to the next candidate. A strong one makes them click "Hire Me."
Here's exactly what converts visitors into clients — based on what's actually working for freelance writers in 2026.
Why Most Writer Portfolios Don't Convert
Common mistakes I see on 90% of freelance writer portfolios:
- "I'm a passionate writer who loves words" — Nobody cares about your passion. They care about results.
- 20+ writing samples — Overwhelming. Decision paralysis kills conversions.
- No clear niche — "I write about everything" means you're an expert in nothing.
- Contact form buried at the bottom — Make it easy to hire you.
- Generic template design — Looks like every other writer's page.
Build Without Code
Unbounce lets you create professional landing pages with drag-and-drop. Templates designed to convert.
Try Unbounce Free →The Anatomy of a High-Converting Portfolio Page
Here's the exact structure, section by section:
1. Hero Section (Above the Fold)
What it needs:
- Headline that speaks to your ideal client's problem
- Subheadline explaining what you do and who you help
- Clear CTA button ("View My Work" or "Let's Talk")
- Professional photo (optional but builds trust)
❌ Weak headline: "Hi, I'm Sarah. I'm a freelance writer."
✅ Strong headline: "SaaS Blog Content That Ranks and Converts"
Subheadline: "I help B2B SaaS companies turn their blogs into lead generation machines."
2. Social Proof Bar
Right after the hero, show credibility:
- Client logos: "Trusted by" + 4-6 recognizable logos
- Or publication logos: "Featured in" if you've written for known sites
- Or a quick stat: "500+ articles published" or "2M+ words written"
Don't have big-name clients yet? Use testimonial snippets instead.
3. Services/What I Do
Clear, scannable list of what you offer:
- Blog posts & articles
- Case studies
- Email sequences
- Website copy
Be specific to your niche. Don't list everything possible — list what you want to be hired for.
4. Portfolio Samples (3-6 Pieces)
Quality over quantity. Every piece should be:
- Relevant to the type of work you want more of
- Recent — within the last 2 years ideally
- Results-focused — if possible, include metrics
✅ Great sample display:
"How We Increased Organic Traffic 340% for Fintech Startup"
Long-form SEO content • 4,500 words • Ranked #2 for target keyword
Link to the actual published piece, or create PDF versions if it's client work that's been removed.
5. Testimonials
Include 2-4 strong testimonials. Each should have:
- Specific results or praise (not just "Sarah is great to work with")
- Name and title of person
- Company name (and logo if permission granted)
- Photo adds trust but isn't required
✅ Strong testimonial:
"Sarah's blog posts drove 23% of our trial signups last quarter. She understands our audience better than some of our internal team."
— Mike Chen, Head of Content, CloudMetrics
6. About Section
Keep it brief. Focus on:
- Why you're qualified to write in your niche
- Relevant experience or background
- What makes your approach different
This is not your life story. 3-4 sentences max.
7. Call-to-Action (Contact)
Make this impossible to miss:
- Clear headline: "Ready to Level Up Your Content?"
- Simple contact form (Name, Email, Project Type, Message)
- Or: Calendar link to book a call directly
- Response time expectation: "I respond within 24 hours"
Portfolio Page Checklist
Templates That Convert
Don't start from scratch. Unbounce has landing page templates designed for conversions.
Get Started with Unbounce →Advanced Tips: What Separates Good from Great
Add Case Studies, Not Just Samples
Instead of just linking to articles, create 1-2 mini case studies:
- The Challenge: What did the client need?
- The Solution: What did you create?
- The Results: Traffic, leads, rankings, engagement
This positions you as a strategic partner, not just a word producer.
Include Pricing (Optional)
Pros and cons:
- Pro: Filters out clients who can't afford you
- Pro: Attracts clients comfortable with your rates
- Con: May limit negotiation flexibility
- Con: Can scare off enterprise clients with larger budgets
If you include pricing, use "starting at" to leave room for larger projects.
Create Niche-Specific Pages
If you write for multiple industries, consider separate landing pages:
- yoursite.com/saas-writer
- yoursite.com/healthcare-writer
- yoursite.com/finance-writer
Each page shows only relevant samples and speaks directly to that audience.
Tools to Build Your Portfolio Page
- Unbounce — Best for conversion-focused landing pages, A/B testing built in
- Carrd — Simple, cheap ($19/year), good for basic portfolios
- Squarespace — Beautiful templates, more design flexibility
- WordPress — Most flexible, steeper learning curve
FAQ
How many writing samples should I include?
3-6 strong, relevant samples. More isn't better — it's overwhelming. Pick your best work that represents what you want to be hired for.
Should I include old samples?
If they're still excellent and relevant, yes. But ideally, most samples should be from the last 1-2 years to show you're active and current.
What if I don't have big-name clients?
That's okay. Focus on results, not brand names. "Increased client's blog traffic 150%" is more impressive than writing for a mediocre brand.
Do I need my own domain?
Yes. yourname.com looks more professional than yourname.wixsite.com. Domains cost $10-15/year.