6 Ways to Improve Your Freelance Writing Portfolio's Conversion

If you are a copywriter, you know all about testing your copy. You understand that split-testing (having 2 versions of your landing or other pages up at the same time in order to evaluate differences in performance) is the key to creating successful copy because it tells you which version the readers respond best to.

The same litmus test used by copywriters can be applied to your freelance writing portfolio. If you've got a freelance writing portfolio and few people who visit it actually contact you for work then it is time to make some changes. Once you do, if at all possible, you should split-test your current freelance writing portfolio with the new one to see which one has the best conversion.

1. Try changing your portfolio copy. Make it shorter, longer, more personal, less personal--whatever you can think of to see how the response is.

2. Add different samples. Do people click on your samples and not read them for long? Are you showcasing your best work? Make sure to show a range of styles and subjects. If you are a specialty writer, use your samples to show your range within your specialty and to show how much you know about the niche.

3. Add testimonials. If you have no testimonials on your freelance writing portfolio that speak to your quality, ability to stay on schedule, and all your other amazing talents, then you need to ask some of your clients to provide them. You can also go through complimentary emails that you've received ask your clients for permission to publish them.

4. Add rates to your portfolio-or remove them. Are your rates scaring potential clients because they are too high? Are they scaring them because they are too low? Do you have no rates posted and is that scaring them? Try different ways of presenting your rates or, if you already post your rates, try taking them off and see what happens.

5. Give concrete examples of your experience and avoid generalizations. "I have created content for XYZ company that has increased their traffic by X%" is a great way to promote yourself. But writing something like, "I am a social media expert" and providing no proof for the claim is not helpful, not effective...and pretty lame.

6. Unskew your message. In a desperate bid to win any passerby as a client, many freelance writing portfolios look like the home of an odd job expert:

"I'm a copywriter specializing in affiliate marketing. I also write about music and I do some photography. I can put together Excel spreadsheets for you and I like to handle social media for companies. I also do windows and wash dogs."

If this sounds like you, you've got a focus problem. You don't want to lose clients by not appearing to be a master-of-all-trades, so you attempt to show how much you can do. Unfortunately, that's making you lose clients because you really look like a master-of-no-trades. Your potential client doesn't know that you really do any of these things well. You have completely diluted your message. Instead, focus your message on that area of expertise you can really, really back up with experience, education, and clips. If you really want to offer the other services then create separate webpages for them and focus the content around them.