New Year, New Portfolio: Updates for 2025

As we approach a new year, I feel inclined to evaluate, refine, and refresh. If you’re like me, your to-do list is probably brimming with ideas for your web design business. But there’s one area I’ve often pushed aside: my portfolio.

This year, I’m committing to showcasing my work more consistently, and I encourage you to do the same. Here are steps I’m taking to refresh my portfolio, along with insights on how you can apply them to yours.

1. Audit your current portfolio

I start by diving into my current portfolio to identify what I’ve loved creating and what drained me. This could be a specific project type, niche, or industry. I focus my attention on the projects that reflect my current skills and resonate with my ideal clients, removing outdated or irrelevant work that doesn’t fit my current passions or expertise. I might choose to keep an artist website I’m proud of while removing a blog layout that no longer reflects my style.

This kind of review empowers you to reflect on your business goals and identify what direction you want to take your business in the new year. Using your keen eye for design and clear business mindset, you can refine your portfolio to support your goals in 2025.

2. Save time with a template

As a Squarespace web designer, I prefer starting from a blank canvas, and you may too. However, a template can save you time while providing a sleek foundation for creating an impressive portfolio site. This gives you more time to focus on what you do best—designing for your clients. Customize your chosen template to create unique portfolio pages that showcase all your projects. 

3. Update with recent projects

Highlighting work that resonates with current audiences shows you’re ahead of the curve. Add recent projects, especially those that align with today's design trends. Include any projects you haven’t yet added to your portfolio, even if you completed them a while ago.

4. Organize by project category

Clients come to web designers with specific needs, and organizing your portfolio by category can help them see exactly how you can help. Group your projects by niche, such as ecommerce, creative professionals, or nonprofits. This is an impactful and user-friendly way to help potential clients find examples of your work that resonate with their goals.

5. Highlight your design philosophy

Your portfolio isn’t just a collection of projects. It’s a window into your unique approach to design, how you serve clients, and how you solve problems. Take the opportunity to share your design philosophy. Whether you prioritize user experience (UX), minimalist aesthetics, or bold branding, show your potential clients what drives your creative process.

6. Share your workflow and packages

Clients want to know what to expect when working with you. Consider including a section in your portfolio that outlines your design process and the packages you offer.

If your workflow is more or less the same for each project (as might be the case in a productized service package with set deliverables), you can present the workflow on a separate page and link to it from each portfolio page.

7. Spotlight your best projects

A large body of work can make an impression on your potential clients because they can see that your work has breadth and depth. Foregrounding my most striking site builds has helped me attract prospects at a glance and pinpoint the types of projects to prioritize in the coming year. To achieve this approach, create a "Featured Work" section that highlights standout designs. I recommend including a section that showcases your best work first. Then, feature all your other projects below.

8. Detail your process for each project

Telling the story behind your projects is a fun way to present how you derived certain designs and functionality outcomes. However, this takes time and reflection. If you’re up for the task, I suggest including the following on each dedicated project page: 

1. The challenges your client faced and what they needed you to solve 

2. The goals and objectives of the project

3. Your problem-solving approach, how you identified the core issue(s),and how you prioritized and accomplished tasks 

4. The tools and resources you used during the project

5. The outcomes of the project and your client’s feedback 

6. Any memorable moments or stories from the project 

9. Optimize for SEO

An optimized web design portfolio looks great but also performs well in search engine rankings. By ensuring your portfolio is SEO-friendly, you increase its visibility and attract potential clients who are searching for your expertise. Implementing key SEO strategies, such as using relevant keywords, optimizing images, and ensuring fast load times, can help your portfolio stand out in a crowded market. 

Here’s what I focus on:

1. Keep image sizes as small as possible without sacrificing quality

2. Ensure the site is fully responsive and looks good across devices 

3. Use keywords, meta tags, and alt text that describe my work and niche

10. Feature client testimonials

Client testimonials are a powerful way to build credibility. I like to place two or three prominently on my homepage and also create a dedicated page to share feedback from my happiest clients. Link others to specific portfolio pieces for greater context.

11. Make portfolio updates part of your offboarding workflow

Incorporating web design portfolio updates into your regular workflow helps you stay organized and ensures you're always showcasing your latest work. This approach saves time in the long run and provides a steady stream of content for social media updates.

Here’s how to update your portfolio throughout client offboarding to get impactful social media and marketing content: 

1. Capture screenshots of the site

2. Record a video walkthrough

3. Add the latest project to your portfolio

4. Announce the launch and share client testimonials on social media

5. Add the client testimonial to the showcase

12. Work with a peer

If the refresh process ever feels overwhelming, I remind myself that it’s okay to ask for help. Solicit feedback on your site from other Circle members on the Circle Forum to get a fresh perspective on your site and polish your presentation. You can also hire a Squarespace Expert who specializes in portfolios.

13. Overcome mindset challenges

I’ll admit: I’ve let my inner critic hold me back from posting my work in the past. That little voice that whispers, “you can do better,” or “this isn’t your best work,” can be disabling.

But here’s the truth: no matter how “imperfect” your work feels to you, there’s someone out there who will see its value and potential. That someone is your future client. Often, it’s seeing a specific portfolio piece—on your website or social media—that makes them decide to reach out to you. Mindset is key for business success as web designers.

Don’t let your inner critic hold you back—your work deserves to shine.

Jumpstart the year with a portfolio refresh

Refreshing your portfolio isn’t just about showcasing your work; it’s about setting yourself up for success in 2025 and beyond. Auditing your portfolio, adding new projects, organizing thoughtfully, and crafting compelling narratives will help you attract your ideal clients. Start today and step confidently into the new year with a portfolio that reflects your talents and potential.

---

Want more?

Check out Squarespace Circle, Squarespace’s program for professional designers. Along with exclusive content, discounts, and other perks, Circle brings professionals together from across the globe to exchange advice while connecting with new clients and collaborators.

---