Showcasing your best work can be a difference-maker in a potential customer’s buying decision. Here’s how to do it right.
Showcasing a portfolio on your company website is essential in demonstrating what your business is all about to your potential customers. It takes more effort than simply slapping your work on a page and calling it a day, but that doesn’t mean building your portfolio has to be extremely complicated. The selections you choose to present are about putting your best foot forward and showing prospective clients the high-quality work you do. Here are ways to keep it creative and effective.
A Picture Says A Thousand Words
Let your pictures do the talking. With the average human attention span, you can’t bank on consumers taking the time to read all the details on each project your team has completed. If they’re interested in learning more, that’s what a CTA and contact page is for.
What kind of images should you feature on your portfolio? Well, there’s a variety of possibilities. Your clients’ logos, snapshots of content your team has produced, behind-the-scenes photos of that video shoot, etc. Just make sure they’re detailed enough to draw your profile visitors in and engage them. In fact, Squarespace has several examples to learn from.
When Typical Images Don’t Cut It
Let’s say your industry is more on the technical side instead of creative. While it may not seem like it, there are still a variety of options to captivate your website visitors.
Whip up a short and straight-to-the-point case study so your potential clients can quickly digest the work you do and see the outstanding results you’ve produced for your client roster. Infographics are another great way to do this, and it gives your graphic designer a chance to show off their skills. After all, who doesn’t love a good infographic?
Less Really Is More
This part might be a challenge, but you can’t put every single project your business has touched on your company portfolio. Narrow it down to a select few that your team is especially proud of and that you believe truly demonstrates the quality of work your business is capable of. And don’t inundate visitors with enormous blocks of copy. Use short blurbs to provide information on the client, concept, and results—and stay away from the long narratives about every facet of the project.
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Those Extra Touches, Including the Human Touch
One of the most important factors of an effective portfolio is a superb user experience. Make sure the navigation is intuitive so those interested in your business can locate what they’re looking for.
Lastly, introduce the people behind the work. Stand out to potential clients by demonstrating that there are real human beings who put their heart and soul into the work they do; your business is not just a nameless, faceless machine. Being relatable also helps your clients feel at ease when communicating with you because they can trust you to understand their needs.
Be Where The Customers Are
Of course, it’s tremendously important to present past work on your own site, but it’s also a good idea to showcase your high-quality production in other areas of the web where customers may find your organization, such as UpCity. In addition to reviews, service offerings, and contact information, you can also display a variety of projects that highlight your firm’s capabilities right on your UpCity profile.
As a reminder, here are the gallery limitations for each UpCity profile tier:
- Up to 3 YouTube or Vimeo videos that showcase your business or the work you’ve done for clients
- Video access must be set to public without any privacy restrictions or your video(s) will not display
- Up to 6 JPEG or PNG images on your profile that showcase the work you’ve done for clients
- 1 video
- 1 image
Look How Far You’ve Come
Be proud of the work you’ve done and let the world see it! However, don’t let anything get too stale. Chances are, the projects you took on a few years ago aren’t nearly as polished as those you’re producing now. It might be a back-burner kind of thing, but it wouldn’t hurt to at least do an annual review of your public portfolio and toss in a few newer pieces. You never know, it could be the final determinant in a new customer’s decision to choose your business.