What goes into an online portfolio and where to build one
An online portfolio is a website that displays your work — whether that's design projects, writing samples, code repositories, photography, or videos. It lives at a web address you control and serves as a single place potential employers, clients, or collaborators can see what you actually do, not just what your resume says.
You have three main routes: use a portfolio platform that handles hosting and design for you (like Squarespace or Wix), use a static site builder where you write some code (like GitHub Pages), or build a custom site from scratch using a content management system like WordPress. The right choice depends on how much design control you want, whether you know how to code, and how much you want to spend.
Most people starting out choose a portfolio platform because they're fast, don't require technical knowledge, and include hosting in the price. If you're a developer, GitHub Pages is free and lets you host a portfolio directly from a code repository. If you already have WordPress hosting, adding a portfolio section there takes less time than learning a new platform.
Key Takeaways
- Your portfolio needs a clear home page that explains what you do in one sentence, then shows 4 to 8 of your best completed projects with images or links.
- Each project should include a brief description of what the work was, what problem it solved, and what tools or skills you used — not just a title and image.
- Portfolio platforms like Squarespace, Wix, and Adobe Portfolio charge monthly but include hosting and templates; GitHub Pages is free if you can write HTML and CSS.
- Your portfolio address should be easy to type and remember — ideally your name or a short version of it, not a random string of numbers.
- Before publishing, test that all links work, images load on mobile phones, and the site loads in under three seconds on a slow connection.
Choosing between a platform, a code-based builder, and a custom site
Portfolio platforms like Squarespace, Wix, Adobe Portfolio, and Format are designed specifically for showing creative work. They come with templates you customize by dragging elements around, built-in image galleries, contact forms, and hosting included in the monthly fee (usually $12 to $30). You don't write any code. The trade-off is that your site looks similar to other sites on the same platform, and you're locked into their design system.
GitHub Pages is free and designed for developers. You write your portfolio in HTML and CSS, push it to a GitHub repository, and GitHub hosts it for you. This gives you complete design control and costs nothing, but you need to know how to code and be comfortable using the command line. If you're a developer, this also shows potential employers that you can actually build a website.
WordPress is a middle ground if you already have hosting. You install WordPress, choose a portfolio theme, and add your projects through the WordPress dashboard without writing code. You pay for hosting separately (usually $5 to $15 per month) but get more flexibility than a platform and don't need to code. WordPress also handles SEO better than most platforms, which matters if you want your portfolio to show up in search results.
If you're not sure which to pick, start with a platform. You can always move your content to a different system later, and the time you save building means you can focus on photographing or describing your work well.
What to include on your home page and project pages
Your home page should answer three questions in the first few seconds: who you are, what you do, and what someone should do next. Write a one-sentence description of your work — "I design user interfaces for mobile apps" or "I write technical documentation for software companies" — and put it near the top. Include a professional photo of yourself if you're a freelancer or job seeker; if you're a studio or agency, a logo works instead.
Below that, show 4 to 8 of your best projects. Not your first project, not everything you've ever made — your strongest work. Each project should have a clear image or screenshot, the project title, and a one-sentence summary of what it is. Link each one to a dedicated project page.
On each project page, write 2 to 4 paragraphs that explain what the project was, what problem you were solving, what you actually did, and what the outcome was. Include the tools or technologies you used — "designed in Figma," "built with React," "shot on a Canon 5D." If the project is live on the web, link to it. If it's a case study, include before-and-after images or screenshots. If it's client work and you can't show the full project, show the parts you're allowed to show and explain why the rest is private.
Add a contact page or contact form so people can reach you. Don't hide your email address behind a contact form if you don't mind receiving email directly — many people prefer to email you rather than fill out a form. If you do use a form, make sure it actually sends you the messages. Test it yourself before you publish.
Setting up your domain name and hosting
Your domain name is the web address people type to reach your portfolio — ideally something like yourname.com or yourname.design. Buy your domain through a registrar like Namecheap, GoDaddy, or Google Domains. Expect to pay $10 to $15 per year for a .com address, less for other extensions like .design or .dev.
If you're using a portfolio platform, hosting is included — you just point your domain to their servers. Most platforms have a help article that walks you through this. If you're using GitHub Pages, hosting is free and you point your domain there too. If you're using WordPress, you need separate hosting; Bluehost, SiteGround, and Kinsta are common choices that start around $5 per month.
When you buy a domain, the registrar asks whether you want to keep your contact information private. Choose yes — otherwise your email address and home address become public record. This costs a few dollars extra per year but is worth it.
After you point your domain to your hosting, it can take 24 to 48 hours for the change to propagate across the internet. During that time, your old address might still work and your new one might not. This is normal. If it's been more than 48 hours and your domain still doesn't work, contact your hosting provider's support.
Designing your portfolio so people actually look at your work
The goal of your portfolio design is to get out of the way of your work. Use a clean, simple layout with plenty of white space. Dark backgrounds work well for photography and video; light backgrounds work well for design and writing. Pick one or two fonts and stick with them — mixing more than two fonts usually looks unprofessional.
Make sure your project images are high quality. If you're showing design work, take clean screenshots. If you're showing photography, use your best shots. If you're showing video, use a still frame that represents the video well. Compress your images so they load fast — use a tool like TinyPNG or ImageOptim to reduce file size without losing quality.
Test your portfolio on a phone. At least half your visitors will view it on mobile, and if it doesn't work there, they'll leave. Make sure text is readable without zooming, buttons are big enough to tap, and images scale down properly. Most portfolio platforms handle this automatically, but if you're building your own site, test it on an actual phone, not just in your browser's mobile view.
Add a navigation menu that's easy to find. Most portfolios have a menu at the top with links to Home, Work (or Projects), About, and Contact. Keep it simple — more than five menu items gets confusing. If you have an About page, write a short paragraph about yourself and your experience, not your life story.
Getting your portfolio found and keeping it current
After you publish, submit your portfolio to Google Search Console so Google knows it exists. This is free and takes five minutes. Go to search.google.com/search-console, add your site, and follow the steps. Google will start indexing your pages within a few days.
Add your portfolio address to your resume, LinkedIn profile, email signature, and social media bios. When you apply for jobs or pitch clients, include the link. Many hiring managers and clients will visit your portfolio before they read your resume, so make sure the link is easy to find.
Update your portfolio when you finish new projects. You don't need to update it constantly, but if your oldest project is more than a year old, add something new. Remove projects that don't represent your current skill level. If you're changing careers or your style has evolved, update your home page description and swap out old work for new work that better represents where you are now.
Check your portfolio once a month to make sure all links still work and images still load. If you link to external sites or embed videos, those links can break over time. A broken link on your portfolio looks careless.
Common mistakes that hurt your portfolio
The biggest mistake is including too much work. A portfolio with 20 projects is harder to navigate and dilutes the impact of your best work. Show 4 to 8 strong projects instead. Quality matters more than quantity.
The second mistake is not explaining your work. A beautiful image of a design with no context doesn't tell anyone what problem you solved or what you actually did. Write a short description for each project that explains the goal, your role, and the outcome.
The third mistake is using placeholder images or low-quality screenshots. If you can't show a project because it's confidential, either describe it in words or don't include it. A blurry screenshot or a generic stock photo looks worse than no image at all.
The fourth mistake is making your portfolio hard to navigate. Don't hide your contact information, don't make people click through five pages to see your work, and don't use auto-playing music or videos. The simpler your navigation, the more people will actually look at your projects.
The fifth mistake is not testing on mobile. If your portfolio doesn't work on a phone, you've lost half your audience before they even see your work.
Frequently Asked Questions
Do I need to know how to code to build a portfolio?
No. Portfolio platforms like Squarespace and Wix let you build a professional portfolio by dragging elements around — no coding required. If you do know how to code, GitHub Pages or a custom WordPress site gives you more control, but it's not necessary.
How many projects should I show?
Show 4 to 8 of your best projects. More than that overwhelms visitors and dilutes the impact of your strongest work. If you have fewer than 4 finished projects, build a few more before launching your portfolio, or include in-progress work with a note that it's still being refined.
Can I use my portfolio for multiple types of work?
Yes, but it works better if you focus on one thing. If you're a designer and a writer, consider two separate portfolios or clearly separate sections on one site. Mixing unrelated work confuses visitors about what you actually do.
How much does it cost to build a portfolio?
A domain name costs $10 to $15 per year. A portfolio platform costs $12 to $30 per month. GitHub Pages is free. WordPress hosting starts around $5 per month. Most people spend $15 to $50 per month total, though you can do it for less if you use free options.
What if I don't have any finished projects yet?
Build some. Create a few projects specifically for your portfolio — redesign a real website, write sample documentation, photograph a series, or build a small app. Personal projects count. Explain in the project description that it was a portfolio project, not client work.