3 Writing Portfolio Mistakes That Are Costing You Food Blog Clients (and How to Fix Them)
Your writing portfolio isn't just a collection of work samples—it's your strongest marketing tool. When potential clients visit your portfolio, they're making split-second decisions about your professionalism, expertise, and fit for their project. And if you're making these 3 common writing portfolio mistakes, you might be losing clients before you even get the chance to pitch.
Ready to take your food blog writing business to the next level? Join the Mastermind for Food Blog Writers, where you'll connect with your fellow writers, share strategies, and get personalized feedback on your portfolio and client acquisition strategy!
In my years as a full-time food blog ghostwriter, I've spent plenty of time building my own portfolio through careful, consistent refinement, as well as reviewing portfolios from other content writers while hiring subcontractors. The difference between portfolios that book clients and those that don't usually comes down to a few fixable issues.
Understanding why your writing portfolio isn't landing clients is the first step to fixing these issues and attracting the clients you really want. Whether you're an established content writer looking to level up your roster or you're wondering how to create a blog writing portfolio with no experience, these 3 simple tips will help you.
Mistake #1: Too many general or unfocused samples
What's Going Wrong:
When your portfolio reads like a random assortment of topics—from restaurant reviews to lifestyle content to maybe even an occasional recipe post or two—clients can't easily identify your specialty. Food bloggers aren't just looking for good writers; they're looking for good food writers who understand their niche AND the intricacies of the industry.
A scattered portfolio suggests you're a generalist without deep expertise in food content. While versatility has its place, most clients prefer specialists who understand their audience, industry rituals, and unique challenges.
How to Fix It:
Curate strategically: Select 3-5 of your strongest food-related writing samples that showcase range within your niche (recipe development, ingredient spotlights, cooking techniques, etc.).
Organize by content type: Group samples by categories like "Recipe Content," "Food Product Reviews," or "Ingredient Guides" to demonstrate your range within the food niche.
Highlight transferable skills: If you don't have many food samples yet, choose pieces that demonstrate skills relevant to food writing—vivid descriptions, clear instructions, or convincing recommendations.
Pro Tip:
✨ If you write across multiple niches, consider creating separate portfolio pages or clearly labeled sections. This allows you to maintain versatility while still presenting as a specialist to each target client group. Looking at examples of blog post portfolios for writers in your niche can provide inspiration.
Remember, your portfolio isn't an archive—it's a sales tool! Quality always trumps quantity.
Looking for examples of blog post portfolios in the food niche? Join us in The Mastermind for Food Blog Writers! Our members help each other out and would be happy to share examples with you.
Mistake #2: Leaving out personality and strategy
What's Going Wrong:
A lot of content writers will just drop their writing samples in their portfolios and leave out the context completely. This can leave potential clients wondering, “What was the goal of this piece?” “Did it perform well?” And most importantly, “What will working with them actually be like?”
Food blog clients don't just want capable writers; they want strategic partners who understand content marketing, SEO, and audience engagement. Without this context, your samples are just words on a page.
How to Fix It:
Add context to each sample: Include a brief introduction explaining the client goals, target audience, and any strategic considerations that shaped your approach.
Share performance metrics: When possible, include stats like "This post ranked #1 for the keyword 'vegan lasagna recipe' within 3 months" or "Generated 45% more comments than the client's average post."
Demonstrate your process: Consider adding a brief case study showing how you develop content, from keyword research to final edits.
Inject personality: Your “About” section shouldn't read like a dry resume. Share your food philosophy, writing approach, and what makes collaborating with you unique.
Pro Tip:
✨ Creating a blog post on your own site about your writing process can serve double duty: (1) it shows prospective clients how you think and (2) improves your site's SEO. For example, a post explaining how to become a ghostwriter for bloggers positions you as an authority while helping others in your field.
Mistake #3: Not making it easy to take the next step
What's Going Wrong:
Even the most impressive portfolio falls flat if clients don't know what to do next. Surprisingly, many writing portfolios lack clear contact information, service descriptions, or calls to action. Others hide these elements behind confusing navigation or outdated links.
A potential client shouldn't have to work to hire you. Every extra click or moment of confusion increases the chance they'll move on to another content writer for hire.
How to Fix It:
Include a compelling CTA: Use action-oriented language like "Ready to elevate your food blog content? Let's talk strategy."
Make your services clear: Briefly outline what you offer, whether that's recipe development, blog post writing, or complete content management.
Simplify contact options: Provide a contact form, direct email, or scheduling link—whichever you prefer, just make sure it's prominently displayed.
Set expectations: Mention your general pricing structure, availability for new clients, and typical response time to eliminate friction in the hiring process.
Pro Tip:
✨ Test your portfolio's user experience by having your biz bestie or a client navigate it with a specific goal (ie, "find out how to hire this writer for a monthly blog package"). Having a third party provide you with feedback can reveal obstacles you might have missed.
The portfolio that pays
Remember that your writing portfolio isn't something that should stay the same forever—it should evolve as your expertise grows and your client focus sharpens. The most successful content writers regularly audit their portfolios using these portfolio tips for content writers, asking, “Does this accurately represent my best work?” “Is it speaking directly to my ideal client?” “Is it making the hiring process seamless?”
Take action today: Implement at least one portfolio improvement tip from this post!
Remove that off-topic sample that's diluting your food writing focus.
Add context to your highest-performing piece.
Update your contact information and craft a compelling call to action.
Remember, in a competitive market, your portfolio needs to do more than showcase your writing—it needs to convert visitors into clients. By avoiding these three common mistakes, you'll be well on your way to attracting the food blog clients you want to work with.
⭐ What portfolio mistakes have cost you clients in the past? Share your experiences in the comments below!