Build a graphic design portfolio website by planning content, picking a platform, and shipping polished case studies with clear contact paths.
Clients and art directors want fast clarity: what you do, how you think, and where to reach you. This guide walks through planning, layout, writing, and launch so you can present sharp work and book more calls.
Build Your Graphic Design Portfolio Site: Step-By-Step
Before you touch a template, define the goal. Is it freelance lead gen, agency roles, or studio partnerships? Your goal shapes the homepage, the order of work, and the tone of captions. Pick three to six projects that match the kind of briefs you want next. Depth beats volume.
Decide What To Show
Gather brand systems, packaging, identity refreshes, posters, motion spots, or product shots. Trim older items that no longer reflect your taste. Each piece should include a short storyline, a handful of crisp images, and a clear outcome. If a project had constraints, mention them; constraints prove problem-solving chops.
Pick A Platform
You can ship fast on hosted builders or run a custom stack. Hosted tools are quick and stable; code gives full control. Whichever route you choose, confirm mobile polish, fast loading, and simple editing. Don’t lock yourself into a theme you can’t tune.
Planning Your Pages And Flow
Most portfolios work with four core pages: Home, Work, About, and Contact. Keep navigation short and consistent. Put the Work link first; it’s the magnet. On the homepage, lead with a single line that states your specialty, then a tight grid of projects. No splash video that slows down the first screen.
| Page | Main Job | Must-Haves |
|---|---|---|
| Home | Show range and style instantly | Tagline, hero work, quick links, contact button |
| Work | Prove craft and thinking | 3–6 case studies, filters or tags, crisp captions |
| About | Build trust | Short bio, services, select clients, headshot |
| Contact | Start conversations | Email form, direct address, social links, location |
Write Case Studies That Sell
Each project page should read like a quick story. Lead with a one-sentence brief, show the role you played, lay out two or three moves you made, then end with the result. Keep sentences short and active. Skip fluff and buzzwords.
Simple Case Study Outline
Start with context: client type, market, and the core problem. Then share two or three design decisions with visuals that make the point. Close with a punchy outcome such as adoption, sales lift, or press. If numbers are sensitive, use ranges or a client quote with permission.
Images And Formats
Export images at sane sizes, add descriptive alt text, and keep file types modern. Add a short caption beneath each image so a skim reader gets the story without scrolling back up.
Design The Layout For Speed
Make the first screen count. Keep a headline, subhead, and visual above the fold. Push anything ornamental lower. Use generous spacing, a simple grid, and readable type. Aim for a clean light mode, then check a dark theme if your work sits on dark backgrounds.
Navigation That Helps Decisions
Use a compact header with Work, About, and Contact. Add a sticky contact button on mobile so inquiries are always one tap away. Repeat a small call-to-action at the end of every project.
Accessibility Basics
Pick strong color contrast, keyboard-friendly menus, and sensible focus states. Give images alt text that names the content, not the style. Avoid text baked into images; keep real text for bios and captions. Following WCAG 2.2 guidance improves reach, search, and handoff to devs.
Platform And Stack Options
Hosted builders speed up launch and keep maintenance light. Custom code gives full typographic control and unusual interactions. Here’s a quick read on options and what they suit best.
Hosted Builders
Squarespace, Wix, and Framer ship fast templates, hosting, and a CMS. They suit freelancers who want to publish in a weekend and tweak copy often. You trade deep control for reliable tooling and low hassle.
Custom Code
A lightweight static site with a headless CMS gives total control. You can tune performance, craft motion, and shape every breakpoint. It takes more setup and you’ll maintain it yourself, but designers who code often enjoy the craft.
Pick Work That Matches Your Next Gig
Think like a hiring lead. They scan a page for fit within seconds. Group projects by service: brand identity, packaging, editorial, web, or motion. Keep student work only if it looks current and sharp. Remove anything that needs long explanations.
Copy That Works For You
Keep headings short and verbs active. Replace fluffy adjectives with concrete results. Use numbers where you can, like print runs, reach, or conversion changes. Keep bios to two short paragraphs; lead with your specialty and the kinds of clients you serve.
Proof You Can Collaborate
Art directors love signals of teamwork. Call out partners such as photographers, developers, or copywriters. Credit collaborators on project pages. This shows range without overstating your role.
SEO, Speed, And Basic Tech Hygiene
Give each page a clear title tag and meta description written like a human would read it in search results. Use clean URLs, compressed images, and lazy-loading galleries. Minify assets or let your builder do it. Test on a mid-range phone over 4G; if it feels snappy there, you’re in good shape.
Responsible Tracking
Keep analytics lean. A small footprint speeds up pages and keeps attention on the work. If you run consent banners, make sure they don’t block content on the first screen.
Position Your Services And Pricing
List three or four offerings and a starting range so leads self-select before emailing you. Link that page from About and Contact.
Make Contact Dead Simple
Use a short form with name, email, budget, timeline, and a message box. Add a direct address and a footer button so contact stays easy.
Social Proof Without The Noise
Selective signals beat badges everywhere. Pick one logo row of clients who hired you directly, not platforms. Add a single quote if it’s tight and specific. Keep it short so it doesn’t overshadow the work.
Content Calendar And Upkeep
Fresh work keeps the site alive. Set a quarterly date to swap in one new case study and retire one that’s dated. Keep a folder where you drop progress shots, flat lays, and screenshots as projects evolve. That stash becomes case study material.
Legal And Credits
Confirm rights with clients before posting confidential material. Blur or mask sensitive data. Credit teammates by name with links when allowed. Keep a short copyright line in the footer.
Launch Checklist
Before you share the link, run a quick pass: mobile tap targets, link colors, page titles, meta descriptions, favicons, 404 page, and a clean robots file. Send the URL to two peers for a gut check on clarity and flow.
Sample Schedule To Ship In One Week
Here’s a seven-day plan that fits around a day job. Keep sessions short and focused.
| Day | Work Block | Outcome |
|---|---|---|
| 1 | Pick 3–6 projects; write one-line briefs | Shortlist and goals |
| 2 | Draft case study copy | First pass text |
| 3 | Export images; write alt text | Media folder ready |
| 4 | Choose theme or build base | Pages scaffolded |
| 5 | Lay out Work and one project | Core gallery live |
| 6 | Finish remaining projects; About; Contact | Complete content |
| 7 | QA on phone; send to two peers | Polish and launch |
Real-World Touches That Impress
Add one behind-the-scenes image per project: sketch walls, Figma frames, or a packaging mockup on a cutting mat. A single process shot proves you can move from idea to final. Keep it tasteful and light on jargon.
What Hiring Leads Scan First
They scan the hero grid, open one case, and hit About. They look for clarity of role and business impact. Make those cues instant: a short role line (“Designer, art direction”), a result, and an easy contact route. Put the same cues on your PDF resume and LinkedIn banner.
Common Mistakes To Avoid
Long splash videos, walls of lorem ipsum, and endless carousels slow the work. Heavy hover traps and mystery meat navigation bury content. Music that autoplays is a hard no. Keep motion purposeful and sparing.
Starter Copy Snippets You Can Steal
Homepage Tagline
“Brand identity and packaging designer helping snack and beverage founders stand out on shelf and online.”
Case Study Lead Line
“A fast casual chain needed a fresh look for a suburban rollout. I led concept naming and identity, then guided print and site art direction.”
About Page Opener
“I design identity systems with a practical streak. Projects move quickly, feedback loops stay short, and launches stick.”
Measure What Matters
Track visits to the Work page, clicks to Contact, and case study read depth. If certain pieces earn more inquiries, move them higher. If a page has heavy exits, trim copy and tighten the hero image.
Where To Learn From The Pros
Hiring teams love brevity and clear storytelling. NN/g’s guidance on design portfolios backs up the “quality over quantity” approach and favors a handful of strong projects with tight narratives. For accessibility baselines, follow WCAG 2.2 so keyboard users, screen readers, and low-vision visitors can browse your work without barriers. Small sites gain a lot. Fast.
Wrap-Up And Next Steps
The best portfolios are living sites. Pick a simple stack, choose a tight set of projects, write clean copy, and ship. Set a quarterly reminder to refresh one page. Keep shipping small wins and the work will speak for itself.