When you first start writing for pay, you’re excited to take any job that comes your way. You say “yes” to writing your neighbor’s cousin’s website. “Yes” to blog posts for a local dentist.
At first, you’re thrilled, but after a few months, you realize your portfolio looks like a random “grab bag” rather than a strong sales tool to help you land bigger projects.
If that’s you, you’re not alone. I spent years writing across dozens of industries. It paid the bills, but it didn’t build the kind of reputation that attracts higher paying, more interesting projects.
The good news? You can reshape your portfolio with intention.
And you don’t need dozens of samples to do it. You need clarity, a simple plan, and 90 days of focused action.
This guide will help you define the type of work you want to get hired for, identify the gaps, and start building a portfolio that commands higher rates.
Your 90-Day Portfolio Plan
Think of this as a reset button. Take 12 weeks and build the type of portfolio you want for your future.
Step 1: Define Your “Future Portfolio”
Before you reach out to your next prospect, imagine what you want your portfolio to look like a year from now, because the transformation starts with these steps over the next 90 days.
Ask yourself:
- What kinds of clients do I want to attract?
- What industries or causes excite me?
- Which projects demonstrate the skills I want to be known for?
For example, if you want to specialize in B2B SaaS, you might aim for two long-form blog posts, one case study, and one email sequence that highlights your ability to write clearly about complex topics.
The clearer your vision, the easier it becomes to spot the right opportunities.
Don’t worry about changing your mind later. The key is to pick something specific for now that helps you move forward. For example, I spotted a perfect fit opportunity on a job board. I had the right samples and sent them over immediately with a brief introductory email. I had a signed contract by the end of the day.
That’s the value of focus.
Step 2: Audit What You Already Have
Now that you’ve picked a focus for the next few months, look at your existing portfolio.
Which samples already point in the right direction? Which ones did you most enjoy?
Sometimes, you only need to reframe old work. A blog post for a small tech client, for instance, can become a “thought leadership article for a SaaS start-up.” A website rewrite can be positioned as “conversion copy for a growing brand.”
AI can help. Try these prompts…
Prompt 1: “Review my project list below and identify which samples best match my target niche: [insert niche or focus]. For each one, briefly explain why it aligns with that direction.”
If you have one or two samples that “work,” put those aside. Reframe some of your existing samples so they make a stronger case for you as you shift direction.
Prompt 2: “Draft project descriptions so they appeal to [target client type] in [industry]. Keep them truthful, but adjust the framing to highlight strategy, results, or expertise.”
Next, identify your portfolio gaps.
Prompt 3: “Based on these portfolio samples and my target industry, what types of projects or formats are missing that would strengthen my positioning?”
Finally, you can ask your favorite AI tool to create a plan to close those gaps.
Prompt 4: “Given these portfolio gaps, suggest three types of potential clients or projects I could pursue over the next 90 days to close those gaps.”
Now you’ve audited your existing portfolio and sketched a plan for yourself.
Step 3: Choose Your Three Focus Areas
Every strong 90-day plan has focus. Pick three target areas:
- Industry Focus — The sector you want to write for (e.g., SaaS, hospitality, finance, logistics).
- Project Focus — The format you want to get known for (e.g., case studies, long-form blogs, email sequences).
- Client Type — The level you want to work with (start-ups, agencies, established brands).
You’ll use these filters to identify prospects. This is how you move from “whoever hires me” to “clients that build my desired reputation.”
Step 4: Map Your Outreach Plan
Now that you know what you want to build, map your outreach by week.
- Month 1: Research and connect.
Identify 30 potential clients or editors that fit your focus. Follow them on LinkedIn, read their content, and start commenting thoughtfully. - Month 2: Pitch and follow up.
Send 10-15 personalized emails or DMs per week. Reference something specific you admire about their brand or recent content. Suggest one clear idea that shows you’ve done your homework about their brand. - Month 3: Deliver and document.
Turn the projects you land into strong portfolio pieces. Write a short paragraph describing the client’s challenge, your approach, and the result.
One of my favorite clients came to me because I commented regularly on LinkedIn. You never know who’s watching.
Step 5: Build as You Go
Show your progress as you go. Update your website, LinkedIn, or other online profiles as soon as each new sample is complete.
Even one or two aligned projects can shift how prospective clients see you.
Step 6: Reflect and Refine
At the end of 90 days, review what worked.
- How many people did you reach out to?
- Which messages got the most responses?
- What kind of work energized you?
- Which clients paid promptly or gave the best feedback?
Use those insights to shape your next 90-day plan.
Your Action Plan
When you take control of your portfolio, you stop waiting for permission and start shaping your career.
In three months, you could have a body of work that opens new doors and that makes you proud. Your portfolio is more than proof of what you’ve done. It’s also a signal of where you’re going.