When you think about marketing your creative business, you probably think about social media, blogging, email marketing, or your website. But there’s another important piece of your marketing that’s easy to overlook: your portfolio.

Your portfolio isn’t simply a collection of everything you’ve created. It shows potential clients what you’re capable of, what your style looks like, and perhaps most importantly, what they can imagine hiring you to create for them.

Show the Work You Want More Of

It can be tempting to keep every project in your portfolio, especially when you’re proud of how far you’ve come. But your portfolio doesn’t need to document every season of your business.

Instead, think about where you want your business to go next.

If you want to book more of a certain type of project, make sure that work is easy to find. If your style or expertise has evolved, consider removing older projects that no longer represent the work you want to create.

Every project you feature is, in some small way, an invitation for someone to ask you for more of it.

Show More Than the Finished Product

A beautiful finished project can catch someone’s attention, but sharing the thinking behind your work can help them understand your expertise.

Rather than simply showing what you created, give potential clients a little context. What did your client need? What were you hoping to accomplish? What thoughtful decisions helped you get there?

You don’t need a lengthy case study for every project. Even a few sentences can help someone see the value behind the finished work.

Treat Your Portfolio as a Marketing Tool

Your portfolio should grow and change alongside your business. Make a habit of reviewing it from time to time and asking whether the work you’re showing still reflects the work you want to be known for.

Your portfolio doesn’t need to show everywhere your business has been.

It should help lead your business toward where you want to go next.