8 Portfolio Phrases That Send the Wrong Message

Like corporate website, which use phrases like “innovative strategies” and “leading-edge solutions” ad naseum, many freelancers’ online portfolios tend to use some of the same tired phrases again and again. I combed through dozens of freelance websites (many of them discovered through Freelance Switch’s Find a Freelancer Directory) to create this list of over-used and ineffective phrases.

If you’re using these in your own portfolio, consider finding other phrases so you can stand out from the pool of eager freelancers.

Newbie/Don’t Have a Lot of Experience/Just Starting Out

Believe it or not, I found profiles containing these phrases and variations on this theme. Every freelancer started somewhere, but broadcasting your newbie status on your website may not be the smartest approach. Even if you don’t have a fancy degree or decades of experience, at least have the confidence to let your samples speak for themselves without sabotaging yourself. Phrases like this could scream to potential clients “I’m willing to work for cheap!” or “I don’t have enough experience to design your website!”

Try this instead: Dig deeper and think about what you do bring to the table, rather what you don’t. Maybe you have an eye for choosing fonts or you’re meticulous about deadlines. Perhaps you bring a fresh approach to photography or an in-depth knowledge of spreadsheets. Remember, even if you haven’t been freelancing for eons, the skills you honed at university or working in a cubicle could still benefit the client.

Unique Experience

Sorry. We all like to think we’re as unique as a snowflake, but this phrase falls flat because it’s so generic. Anyone could claim they have unique experience, but chances are, someone else somewhere in the world spent five years shooting video in Ghana or ghostwriting romance novels, too.

Try this instead: Hone in on what you’re trying to say and use specifics. For instance, “my background in Ukrainian literature and art brings a global perspective to my work, capturing the unexpected details and colors on film.” Or, “having worked in retail for eight years before becoming a copywriter, I understand makes customers tick—and how to emphasize benefits to complete a sale for your business.” Using the classic technique of showing rather than telling tends to be more persuasive.

I, I, I

So many freelance websites start every sentence with “I.” For instance, “I earned a BA in Graphic Design. I worked at an ad agency for five years, and now I’m a freelance package designer.” Or, “I love creating user-friendly websites that are both functional and fun to look at. I’m always up for a challenge, and I’m committed to meeting deadlines.” First of all, too much “I” is repetitive. Second of all, it doesn’t speak to the client and their needs, because it’s so focused you rather than them.

Try this instead: See how many of your “I” sentences can be restructured, perhaps using “my experience includes …” instead of “I worked” and some dependent clauses to vary your syntax. Also try to emphasize what you can do for clients by speaking directly to them. For instance, that second example above could be rewritten as follows: “My mission is to create user-friendly websites that are both functional and fun to look at. You can count on me to meet deadlines and work through complex design challenges!”

Guru/Ninja/Rock Star

These days, lots of people call themselves a “social media guru,” a “web development ninja,” or an “XTML rock star.” (Guilty confession: my Twitter profile includes the phrase “copy ninja” because a designer called me that during a fast-turnaround project. I really ought to update that!) These terms can sound cute in a social media profile where you’re trying to inject a little personality into a ridiculously small number of characters. But when you have virtually unlimited space on your own website, they’re kind of a cop-out. Yes, you want prospective clients to think you’re awesome. Maybe you think “freelance designer” doesn’t do you justice. But as this post points out, there are some negative connotations to these terms.

Try this instead: If you’re tempted to call yourself a guru because you think you know everything there is to know about social media, maybe tell a quick story about how you tripled a client’s Twitter following in three weeks. If your killer coding skills make you a rock star (at least in your own eyes), why not mention the number of websites you’ve coded or the time you isolated a single line of code among thousands that would have caused your client’s site to implode? (And if you can get a testimonial from said client about how you saved the day, even better!) Describe a few key projects or accomplishments to show prospects what a catch you are without relying on cliches!

What do you think? Do you agree or disagree with these recommendations? Or are they other terms we should nix from our portfolios?