One of the most important tools for landing freelance writing clients — especially when you’re starting out — is your writing samples. These are your proof of skill, your creative resume, and often the very thing that convinces a client to say “yes.”
But what if you don’t have any clients yet? Or what if your existing samples aren’t in the niche you want to break into?
Don’t worry. In this article, you’ll learn how to create writing samples from scratch, how to format and present them, and how to make sure they attract the right clients.
Why Writing Samples Matter
Clients don’t just want to know that you can write — they want to see how you write.
Good samples help you:
- Showcase your writing voice and technical ability.
- Demonstrate expertise in a specific niche.
- Build trust with potential clients.
- Stand out from other freelancers.
Think of samples as your audition — they’re what clients look at before hiring you.
Step 1: Pick a Niche and Sample Type
Start by choosing a specific type of client you want to attract.
Examples:
- A SaaS startup that needs blog content.
- A wellness coach who wants email newsletters.
- A finance brand looking for landing page copy.
Once you’ve picked your ideal client, choose what kind of sample would impress them:
- Blog post
- Case study
- Email sequence
- Website homepage copy
- Social media captions
- Product description
- Lead magnet or guide
Your goal is to match the format and topic to your ideal client’s needs.
Step 2: Create a Realistic, Relevant Topic
Now you need a topic that shows you understand the client’s industry and audience.
Let’s say your niche is wellness. You could write:
- Blog post: “5 Easy Mindfulness Techniques for Busy Professionals”
- Email: “Struggling With Energy Slumps? Here’s What to Do Instead”
- Homepage copy: “Helping You Find Balance — One Breath at a Time”
Choose a topic that:
- Is timely or useful.
- Addresses a common problem in the niche.
- Sounds like something the client might publish.
You don’t need permission to create a sample — treat it like a “spec ad” that shows your talent.
Step 3: Do Real Research
Even though your sample isn’t for a paying client, it should still be:
- Factually accurate.
- Structured properly.
- Clear and engaging.
- Free of grammar mistakes.
Look for credible sources, quotes, or data points. Take your time to craft a sample that feels like it belongs on a professional website.
Tip: Include links to sources if you’re writing content like blog posts or guides.
Step 4: Write Like It’s the Real Thing
Don’t treat sample writing like a practice run — give it your full effort.
Include:
- A strong headline.
- A clear structure (introduction, body, conclusion).
- Subheadings and bullet points for readability.
- Call to action (when appropriate).
Use your sample to show off your strengths:
- Research depth?
- Humor or voice?
- Clarity and tone matching?
- Persuasive writing or storytelling?
Even one great piece can open doors.
Step 5: Polish and Format Your Sample
Before sharing, edit your sample thoroughly.
Checklist:
- Check grammar, spelling, and punctuation.
- Read aloud for flow and tone.
- Use tools like Grammarly or Hemingway Editor.
- Format for readability (short paragraphs, white space, clear headings).
Export or publish your sample in a format that’s easy to share:
- As a live blog post on Medium or your own site.
- As a PDF with your logo and contact info.
- As a Google Doc with viewer access enabled.
Make it simple for clients to read and evaluate.
Step 6: Host Your Samples Professionally
Create a portfolio page that showcases your samples.
You can use:
- Your own website (best option for long-term branding).
- Contently, Clippings.me, or Journo Portfolio (free tools).
- LinkedIn’s “Featured” section.
For each sample, include:
- A clear title.
- A short description (who it’s for, what it shows).
- A link or embedded file.
This shows clients you’re organized, strategic, and serious about your craft.
Step 7: Tailor Samples When Pitching
When reaching out to clients, highlight the most relevant sample.
Example pitch:
“Hi [Client], I specialize in health and wellness writing. Here’s a sample article I wrote that’s similar to the content you publish. I’d love to create something like this for your audience.”
You can even tweak an existing sample slightly to better fit a specific pitch — just be sure to keep an original version in your portfolio.
Step 8: Update Your Samples Regularly
As you grow:
- Replace early samples with paid work.
- Add new types of content to show versatility.
- Remove older pieces that no longer represent your best work.
Aim to keep at least 3–5 strong, recent samples in your portfolio at all times.
Step 9: Use Samples to Build Confidence
Good samples don’t just attract clients — they boost your own confidence.
Having a polished piece in your niche helps you feel prepared to:
- Pitch new clients.
- Raise your rates.
- Say “yes” to new opportunities.
Samples are your professional armor — wear them proudly.
Final Words: Show What You Can Do
You don’t need permission to prove your skill. Creating your own writing samples is one of the fastest ways to start (or grow) your freelance writing business — especially when you don’t have client work yet.
Treat each sample as if it’s already for your dream client. Make it useful, polished, and professional — and soon enough, real clients will follow.