Build a Portfolio that Gets Work You Want
Puno focuses on practical strategies and mindset shifts for building a professional portfolio that attracts the work you want. It addresses common challenges like overthinking and lack of time, offering actionable advice on prioritizing content, planning timelines, and writing effective copy, illustrated with real-world examples and audience interaction.
Timestamps:
00:02:16: Portfolio Necessity and Current Status
00:03:27: Building a Portfolio That Gets Work You Want
00:04:08: Reality Checks for Portfolio Building
00:10:07: Overcoming Portfolio Update Overwhelm
00:12:44: Making a Plan for Portfolio Updates
00:23:56: Question about Hosting Portfolio Sites
00:25:10: Defining the Work You Want to Attract
00:30:37: Sitemap Basics for a Portfolio
00:32:10: Discussing Services on a Portfolio
00:42:44: Prioritizing Content for Your Portfolio
00:53:48: Importance of Clear and Concise Copy
00:55:44: Portfolio Examples and What Works/Doesn't
01:00:12: Final Thoughts and Encouragement
01:01:36: Q&A and Closing
Before we dive in, let’s get something out of the way. A lot of us avoid portfolio updates like the plague—not because we don’t care, but because we’re stuck in a loop of overthinking, comparison, and perfectionism. So let's start with a little reality check:
⑴ Portfolio Myths
“My portfolio has to be SO COOL.”
If it doesn’t have updated work, that "cool" design isn't doing much. A simple layout with clear, recent work is way more valuable than an art piece with nothing new to show. Prioritize substance over style.
“I should show everything I’ve ever made.”
Actually... 2 to 3 strong, cohesive projects are enough. You want someone to look at your work and instantly understand what you do now. Move everything else to an "Older Projects" page (hidden from the nav).
“I haven’t updated my site in ages.”
Ask yourself: Are you still getting work? If yes, maybe you’re okay! If not, and you're also too busy to update it—time to outsource. That could mean delegating portfolio updates, or client work, or both.
“I hate my portfolio.”
Hey hey, let’s be easy on yourself! What are you not happy with? Your portfolio design or your work?
If it’s your portfolio, I would start really simple. Use one of our templates, go for something really basic. It’s about your work, not your portfolio.
If it’s your work, create one new spec site or ask a friend if you can help them with a site.
“I’m overwhelmed with updating my portfolio or creating a new spec site.”
Fair! But try this: Treat yourself like the client.
What’s your hourly rate?Would you spend $1K to have a portfolio that lands your dream work? Cool. Then give yourself that much time. Set a deadline.
$30/hour = $62K/year = 33 hours to make a portfolio
$50/hour = $100K/year = 20 hours to make a portfolioYou can do the same thing for spec sites.
📋 Your turn: Make a Plan
Let’s get specific. Answer these for yourself right now:
How much would you pay for a portfolio that gets you your dream clients?
What is your hourly rate?
How many hours does that give you? (Ex: $1,000 / $30 = 33 hours)
Now break that time down:
1 homepage
3 portfolio pages
1 about page
Budget for at least 2 rounds of edits
Finally, choose a deadline within the next 4 weeks. Write it down. Add it to your calendar. This is your project now—and you are the client.
Sample Schedule:
Week 1 (10 hours)
Select 3 projects + outline case studies (4 hrs)
Design 3-5 homepages (4 hrs)
Revise 1 homepage and 1 portfolio page (2 hours)
Week 2 (12 hours)
Build homepage + nav in Squarespace (4 hrs)
Build out project pages (6 hrs)
Write and add About page (2 hrs)
Week 3 (13 hours)
Edit pass + visuals cleanup (2 hrs)
Desktop, Mobile, and different Browser QA (2 hrs)
Revisions + feedback (4 hrs)
Add contact page, links, SEO basics (2 hrs)
Launch day + celebrate!
Post Launch QA (1 hr)
⑵ The Work You Want
Start by browsing the list below. Which categories align with your goals—or even just spark curiosity? Use them to fill out the worksheet that follows. This will help you figure out the direction of your portfolio and highlight the kind of work that feels aligned with what you actually want to do.
Squarespace Industry Categories:
E-commerce (Product-based businesses: CPG, Fashion, Beauty, Wellness, Pets, Tech, Home Goods, Food & Beverage)
Non-profit / Cause-based organization
Online magazine or publication
Restaurant / Café / Food service
Community or membership-based group
Coaching / Consulting / Services
Education / Online Courses
Health / Wellness / Fitness
Personal blog / Lifestyle influencer
Podcast
Portfolio (Designer, Photographer, Artist, Writer)
Events / Conferences / Weddings
📋 Your turn: Portfolio Direction Grid
✨ What kind of work excites you?
🚫 What kind of work do you NOT want?
🤔 What kind of work do you think you could get TODAY?
⑶ SiteMap
Before you start designing, it helps to know what pages your site actually needs. Think of this like the blueprint for your site—not everything has to be built yet, but you’ll know what you’re building toward.
Example Squarespace Portfolio Sitemap:
Home
Work (or Projects)
Project Pages
About
Contact
Optional: Services, Resume (hidden), Blog, Press, Older Projects (hidden)
📋 Your turn: Jot down what pages you need. Don’t overthink structure or labels—just get it all out. Then ask: What’s essential to launch? What can wait?
⑷ Copywriting
Writing copy for your site can feel like the most intimidating part—like, where do you even start? But here’s the thing: it doesn’t have to be perfect, and it doesn’t need to be poetic or perfectly branded. The goal is to be clear—so someone quickly understands what you do and how to work with you. We’re going to break it down page by page so it actually feels doable.
📋 Your turn: Draft Key Pages — Homepage, Project, About, and Contact
Homepage prompt:
I’m a [title] who helps [audience] with [type of work].
Example: I’m a designer who helps wellness brands from brand identity to Squarespace websites.
Example: Puno Puno — Squarespace designerProject prompt:
What was the challenge, what did you do, what was the result? (Keep it casual, not corporate.)
Example: A new Pilates studio needed a Squarespace site that matched their minimal aesthetic and allowed clients to easily book sessions.
What I did: Designed and developed a responsive site. Integrated Calendly for bookings and set up email automations with Squarespace Email Campaigns.
Result: They booked out their first month of classes within two weeks and saw a 65% email open rate on their first newsletter.About Page prompt:
What’s your vibe, background, or “why”? Write like you're talking to a potential client, not a college admissions board.
Example: I’m a Squarespace designer based in Los Angeles who loves working with small businesses doing big things. My background is in branding, but I’m happiest when I’m building something that’s both beautiful and functional. Outside of work, you’ll find me biking around Highland Park or rewatching Bake Off.Let’s Work Together Page prompt:
Make it easy to reach you. Keep it warm, clear, and non-intimidating.
Example: Think we might be a good fit? I’d love to hear from you. Fill out the form or send me a note at hi@yourdomain.com. I usually respond within 2–3 business days.
⑸ Portfolio Examples
Let’s look at a few portfolios that do a great job of attracting the kind of work the creators want. Puno asked friends and other designers what they like and dislike in portfolios—here’s what stood out:
What works?
Clear positioning
I am looking at multiple designers at once, really fast. I need vibe quickly.
Easy navigation
Consistency within the work product (headings, fonts, margins, line-height, etc.)
Love spec (fake) work, just clearly state that
Results of the work, why was this a success? Doesn’t have to be numbers, but LOVE numbers.
What doesn’t?
Disorganized or overly busy layout
Layouts that make me work to see work
Hidden or hard-to-find contact info
Jargon! Talk to me like a person (tell me your actual process), not like a corporate person.
The first image is their photo. Save that for the About page.
Not mobile friendly (toss)
Examples to explore: