A web design portfolio should show process, outcomes, and proof that you can solve real client problems.
Clients hire outcomes. Prove you can plan, design, and ship. Tell tight stories backed by files and simple metrics. Aim for signal over decoration. Keep pages fast and easy to scan on a phone.
What Great Portfolios Share
The best collections of work feel intentional. Each project sets a promise, shows a path, and lands on a result. You do not need dozens of pages. Three to six solid case pages will beat a gallery of screenshots. Show range without drifting from your core service. If you build sites for small retailers, lean on that theme.
| Element | What To Show | Proof |
|---|---|---|
| Project Summary | Who the client is, the business goal, and the audience | Brief, link to scope, and constraints |
| Process | Key steps from research to launch | Sketches, wireframes, prototypes |
| Design Rationale | Why layout, type, and color choices support the goal | Before/after screens and notes |
| Outcome | What changed after launch | Metrics like load time, bounce rate, or sales |
| Role & Team | What you owned and who helped | Credits and tools |
| Handoff | How assets shipped and how you set QA | Design system tokens, ticket links |
| Lessons | What you would do next time | One or two clear notes |
Pick The Right Projects
Lead with your strongest piece. Add two projects that show breadth. End with a punchy mini case. Do not post everything; filter for outcomes you can defend.
Create Case Studies That Read Fast
Write each page with a hook, a path, and a result. Use subheads like Goal, Constraints, Approach, Result. Keep visuals lean.
Use A Simple Narrative
Lead with a clear goal, list constraints, outline steps, end with numbers and a quote. Show thinking and trade-offs, not just screens.
Show Measurable Results
Pick a small set of metrics that tie to the client goal. Time to first byte, Largest Contentful Paint, form starts, completed orders, newsletter signups, or call volume after launch. If you lack analytics access, include proxy signals such as support tickets, user messages, or recorded sessions. A short note on the tracking setup builds trust without drowning the reader in data.
Close Variation: Building A Portfolio For Web Design Clients With Proof
This heading uses a natural variation of the main phrase. The point stands: clients need to see proof. Your site should make that proof effortless to find. Place a short “Hire me” strip under every case page with a clear CTA to book a call, pick a package, or request a scope. Keep forms short. Name, email, project type, and budget range is enough.
Write Clear, Plain Copy
Every page should sound like you. Skip fluff. Use short lines and verbs. Replace jargon with concrete words. “Cut checkout steps from five to three” says more than “improved UX.” Avoid grand claims. Link to assets and data where you can. If a client did not grant permission to share numbers, say so and share what you can, like timing or file sizes.
Plain copy beats buzzwords. Write for a busy buyer who scans first. Use direct headings, front-load key facts, and trim hedges. If a sentence feels soft, swap vague adjectives for numbers or nouns. Replace “great performance” with “LCP 1.9s on 4G.” Replace “clean layout” with “12-column grid and 8-point spacing.” Small, concrete lines move readers forward and set clear expectations for what you deliver. Consistently.
Design The Shell Of Your Site
Keep the frame light and fast. Use a readable type scale, roomy line height, strong contrast. Keep nav labels clear: Work, Services, About, Contact. On mobile, open the menu in one tap. Add alt text for images. Use headings in order: one H1, then H2, H3, and so forth. Follow an accessibility checklist such as WCAG 2.2 to avoid barriers.
Speed And Basics
Ship with minified CSS and JS. Lazy-load images. Serve modern formats like AVIF or WebP. Compress and resize hero images. Use responsive images with srcset. Limit custom fonts to one or two and set sane fallbacks. Test on a mid-range Android phone over a slow network. If it feels smooth there, you are in a safe zone for most clients. Do real device checks.
Choose A Platform And Host
Pick a simple stack you can maintain. Static site builders load fast and are easy to host. If you prefer a no-code tool, use one that lets you export the code. For hands-on control, a small Next.js or Astro site on a CDN works well. You can also publish to a free host tied to a repo and map a custom domain.
Fast Launch Path With GitHub Pages
Create a repository named username.github.io, add an index.html at the root, enable Pages, and point a domain when ready. Keep the repo public so hiring managers can peek at your code structure. Add a README that lists build steps. A clean repo signals care for craft and maintenance. See the GitHub Pages guide for the exact steps.
Curate Services And Pricing
Make it easy to buy. List two or three packages with scope, timeline, and a price range. Keep scope tight: brief, design, content entry, and launch help. Push out SEO audits or app build add-ons if they distract from your core web work. You can add them later once the main offer gains traction.
Build A Repeatable Case Study Template
Templates save time and create rhythm. Use the same structure so readers can scan fast.
Reusable Case Page Outline
- Hero panel: one sentence goal and a key metric.
- Context: client type, audience, and constraints.
- Process: five to seven steps from research to handoff.
- Design notes: grids, type scale, and component logic.
- Outcome: two numbers and a quote.
- Next steps: what you would test or ship next.
Keep Legal And Ethics In Mind
Get written permission for logos and numbers. Label student or speculative pieces. Hide private data. Credit teammates.
Measure What Matters
Track visits and form starts. See which pages lead to outreach, then reorder and trim. Small edits can lift response rates: a clearer hero line, a shorter form, or a visible phone link for local clients.
Second Table: Page Prep Checklist
| Area | Action | Tool Or Link |
|---|---|---|
| Accessibility | Check color contrast and landmarks | WCAG 2.2 checklist |
| Speed | Compress images and trim JS | Page speed tests |
| SEO Basics | Title tags, meta descriptions, open graph | HTML validator |
| Analytics | Set up privacy-safe tracking | Server logs or a simple script |
| Contact | Short form and a direct email | Test on mobile |
Polish With Small Details
Label buttons with verbs. Add captions where helpful. Write clear alt text. Keep link text short and specific.
Review Your Portfolio With A Checklist
Before you ship, do a slow pass with a checklist. Read every page on a phone. Click every link. Run an accessibility pass. Reorder projects based on fit for your target clients. Trim any dead weight. A lean, sharp set of pages beats a sprawling site that tries to be all things to all buyers.
Simple Timeline To Publish
Here is a two-week pace that fits around a busy week. Adjust days as needed. The point is steady progress and a clean launch before you lose steam.
Two-Week Plan
- Day 1–2: pick three projects and gather files.
- Day 3–4: outline each case.
- Day 5–6: design the shell and template.
- Day 7–8: build the first case and forms.
- Day 9–10: build the next two cases.
- Day 11: add services and prices.
- Day 12: run checks for access and speed.
- Day 13: set up hosting and a custom domain.
- Day 14: publish and share one teaser post.
Keep It Current
Set a reminder to refresh twice a year. Swap in a new case when it beats an older one. Update screenshots after a redesign. Tighten copy as your offer sharpens. A tidy, current site signals care and skill.