Creating An Online Portfolio That Will Wow Potential Clients

As an aspiring brand or website designer, your online portfolio is everything. 

It's your virtual handshake, your first impression, and your golden ticket to landing dream clients! But let’s be real—throwing a few screenshots onto a website isn’t going to cut it.

If you want to attract high-ticket clients, your portfolio has to wow them from the second they land on your page.

Ready to create a portfolio that doesn’t just look good but actually converts? Let’s dive into the five essential steps that will make your portfolio irresistible. (Psst... don’t forget to snag my free guide, Creating a Portfolio That Converts, at the end of this post!)

1. Know Your Audience

Rule #1: Your portfolio isn’t about you—it’s about them!

Before you start designing, get crystal clear on who your dream clients are. (Need some guidance narrowing down who "your people" are?) The Define & Attract Your Dream Client Guide unpacks ALL of this and more!

Are you targeting photographers? Coaches? Beauty entrepreneurs?

Each audience has different aesthetics, priorities, and pain points. Your portfolio should speak directly to their needs and show them you get it.

Here’s how to tailor your portfolio to your audience:

• Use language that resonates with them. For example, if you’re targeting coaches, emphasize “strategy-driven designs that convert leads into paying clients.”

• Choose project examples that match their vibe. If you want to work with photographers, showcase minimalist and elegant designs, not loud and colorful ones.

• Make your value obvious. Instead of saying, “I design websites,” say, “I create strategic websites that help ambitious women scale their businesses with ease.”

When your portfolio feels like it was made just for them, your dream clients won’t think twice about reaching out!

2. Highlight Your Best Work

Quality over quantity, always! Your portfolio isn’t a scrapbook — it’s a curated collection of your best work.

Choose 3–6 standout projects that best represent your current skill level and style. Remember, less is more!

Trust me, potential clients will appreciate a curated selection rather than getting lost in a sea of work.

→ (And if you’re just starting out, don’t worry! You can create mock projects, aka passion projects, to fill in the gaps.)

For each project, try to include:

• Before & After: Show the transformation you achieved for the client. People love a good glow-up!

• The Results: Did the client’s bookings triple after the redesign? Did their Instagram engagement skyrocket? Share the measurable impact of your work.

• A Visual Story: Don’t just slap a screenshot of the homepage—show the full design process, from mood boards to final mockups.

3. Use High-Quality Mockups

Let’s be honest—poor visuals can ruin even the best designs.

Your clients want to see how your designs will look out in the wild!

High-quality mockups are the secret weapon that makes your work look polished and professional. Think sleek desktop screens, chic iPhones, or even real-life photos of packaging designs.

Here’s why mockups matter:

• They elevate your work by showing it in context.

• They help clients visualize your designs in their own businesses.

• They make your portfolio scroll-stoppingly gorgeous.

Not sure where to find AMAZINGGG looking mockups? The Next Level Designer course includes all the juicy details on where to grab premium mockups that will make jaws hit the floor!

4. Explain Your Process

Clients aren’t just hiring you for a pretty design — they’re hiring you for your value/expertise.

Make your process clear and easy to understand. Walk potential clients through how you take their vision from idea to reality. Even if your process feels “obvious” to you, explaining it builds trust and positions you as a pro.

Here’s what to include:

• Discovery: How do you learn about your clients’ goals?

• Strategy: How do you create a design that aligns with their vision?

• Execution: What steps do you take to bring the design to life?

• Launch: How do you ensure everything is perfect before going live?

5. Include Testimonials

Nothing says “I’m legit” like glowing reviews from happy clients!

Sprinkle testimonials throughout your portfolio to build trust and show potential clients what it’s like to work with you. If you’re new and don’t have testimonials yet, ask for feedback from past clients or collaborators—or even mock clients for whom you’ve created sample projects.

When adding testimonials, make them specific and results-driven.

Instead of, “Jamie was great to work with,” aim for something like:

"Working with Jamie helped me triple my bookings in just three months. I couldn’t recommend her enough!”

Ready to Create a Portfolio That Converts?

Your portfolio is your #1 sales tool as a designer, so don’t treat it like an afterthought.

By knowing your audience, showcasing your best work, using jaw-dropping mockups, explaining your process, and including testimonials, you’ll have a portfolio that doesn’t just wow — it works.

Want to dive deeper?

Download my FREE guide Creating a Portfolio That Converts for more tips and tricks to build a portfolio that stands out from the crowd!

DOWNLOAD NOW

And if you’re REALLY READY to take things to the next level, invest in your future with the Next Level Designer course! It’s packed with everything you need to consistently book high-ticket clients, from finding STUNNING mockups and building an impressive portfolio, to streamlining your processes and beyond.

Go on, designer—it’s time to show the world what you’ve got!