How to Choose the Best Work to Feature in Your Portfolio

Every agency site has a portfolio page. Very few have a good one — because most treat it as an archive instead of an argument for why a prospective client should choose them.

The Filter We Use

A project earns a place in the portfolio if it demonstrates a decision, not just a deliverable. 'We built a website' isn't a case study. 'We cut checkout abandonment by rebuilding a three-step flow into one' is.

• Does it show a specific problem, not just a pretty output?
• Would a prospect in a similar situation recognize themselves in it?
• Is there a measurable outcome, even a modest one?
• Does it represent the kind of work you want more of?

Curate, Don't Catalog

Six strong case studies outperform twenty thin ones. If a project doesn't pass the filter, it belongs in an internal archive, not the page a new client judges you by.