---
name: portfolio-page
description: "Writes compelling portfolio page copy with project descriptions, results, testimonials, and CTAs for freelancers."
allowed-tools: Read Write Glob
metadata:
  author: matthewhitcham
  version: "1.0"
---

# Portfolio Page

## When to Use This Skill

Use this skill when you need to:
- Write portfolio page copy that converts visitors into clients
- Craft project case study descriptions with measurable results
- Integrate testimonials and social proof strategically
- Create a clear call-to-action flow from portfolio to inquiry

**DO NOT** use this skill for resume writing, LinkedIn profiles, or full website copy. This is for portfolio/work sample pages on a freelancer or consultant's website.

---

## Core Principle

YOUR PORTFOLIO DOES NOT SELL YOUR SKILLS — IT SELLS THE RESULTS YOUR SKILLS PRODUCE. EVERY PROJECT DESCRIPTION MUST ANSWER: "WHAT DID THE CLIENT GET?"

---

## Phase 1: Portfolio Brief

### Required Inputs

| Input | What to Ask | Default |
|-------|------------|---------|
| **Service type** | "What do you do — design, copywriting, development, consulting?" | No default — must be provided |
| **Number of projects** | "How many portfolio pieces do you want to feature?" | 4-6 projects |
| **Target client** | "Who is your ideal client visiting this page?" | Small business owners |
| **Projects to feature** | "List each project: client name, what you did, and the result." | No default — must be provided |
| **Testimonials** | "Do you have client quotes or reviews to include?" | None — will write without |

**GATE: Confirm project list and target audience before writing copy.**

---

## Phase 2: Page Structure

### Portfolio Page Layout

```
## [Your Name] — Portfolio

### Intro Section (2-3 sentences)
[Who you help, what you do, and the transformation you deliver.
Not your bio — your value proposition.]

### Featured Projects (4-6 projects)
[Individual project cards/sections — see Phase 3 for format]

### Testimonials Strip
[2-3 client quotes placed between project sections]

### CTA Section
[Clear next step — book a call, request a quote, email you]
```

### Project Selection Rules

1. **Lead with your best result** — the most impressive outcome goes first
2. **Show range** — feature different industries, project types, or scopes
3. **Recency matters** — prioritize projects from the last 12-18 months
4. **Remove weak projects** — 4 strong projects beat 8 mediocre ones
5. **Match your target client** — feature work similar to what your ideal client needs

---

## Phase 3: Project Descriptions

### Project Card Format

```
### [Project Name or Client Name]

**Industry:** [Client's industry]
**Service:** [What you provided]
**Challenge:** [1-2 sentences — what problem the client had]
**Solution:** [1-2 sentences — what you did]
**Result:** [Specific, measurable outcome]

> "[Client testimonial about working with you]" — [Client name, title]
```

### Writing Rules

- Lead with the client's problem, not your process
- Quantify results whenever possible — percentages, dollars, time saved
- If you cannot share client names, use industry descriptors ("a B2B SaaS startup")
- Keep each project under 100 words — the portfolio is a highlight reel, not a case study
- Use active voice — "Redesigned the checkout flow" not "The checkout flow was redesigned"

### Result Examples by Service Type

| Service | Weak Result | Strong Result |
|---------|------------|---------------|
| Web design | "Delivered a modern website" | "Increased conversion rate from 1.2% to 3.8% within 60 days" |
| Copywriting | "Wrote email campaigns" | "Email sequence generated $42K in revenue over 3 months" |
| Marketing | "Managed social media accounts" | "Grew Instagram following from 800 to 12K, driving 200+ monthly store visits" |
| Consulting | "Provided strategic recommendations" | "Operational changes saved $180K annually in overhead costs" |

---

## Phase 4: CTAs & Polish

### CTA Section

```
## Ready to get results like these?

[1-2 sentences reinforcing the value — not "hire me" but "let's talk about
what's possible for your business."]

[Primary CTA Button: "Book a Free Consultation" / "Get a Quote" / "Start a Project"]

[Secondary option: "Or email me at [email] to tell me about your project."]
```

### Portfolio Page Checklist

- [ ] Intro section states who you help and what results you deliver
- [ ] 4-6 projects featured with problem-solution-result structure
- [ ] At least 2 client testimonials included
- [ ] Every project has a quantified result or specific outcome
- [ ] CTA is clear, prominent, and appears at the bottom (and optionally mid-page)
- [ ] Page loads fast — images are optimized
- [ ] Mobile-responsive layout
- [ ] Contact information is easy to find

### SEO Considerations

- Page title: "[Your Name] — [Service] Portfolio | [Specialty]"
- Meta description: Highlight your top result and target service
- Use project-related keywords naturally in descriptions
- Add alt text to all project images

---

## Anti-Patterns

- **Process-heavy descriptions** — clients do not care about your methodology. They care about what they will GET.
- **No measurable results** — "created a beautiful design" is not a result. Revenue, conversions, time saved — that is a result.
- **Too many projects** — showing 20 projects creates decision fatigue. Curate ruthlessly.
- **No testimonials** — project descriptions without third-party validation are just claims. Add client quotes.
- **Weak CTA or no CTA** — a portfolio page without a clear next step is a dead end.
- **Outdated work** — projects from 5 years ago signal that you are not getting current clients.

---

## Recovery

- **No quantified results:** Estimate based on what you know. "Helped increase email open rates" is better than nothing, but push for specifics.
- **Client confidentiality:** Use anonymized descriptions — "a DTC skincare brand" — and focus on the result type rather than naming the client.
- **No testimonials yet:** Reach out to past clients and ask for a 1-2 sentence quote. Most will say yes if you make it easy.
- **Too few projects:** Feature 3-4 strong projects with deeper descriptions rather than padding with weak work. Quality over quantity.
- **Projects span very different services:** Group projects by service type with clear section headers so the page does not feel scattered.
