Answer their doubts before they ask.

No portfolio can guarantee a hire, but most hesitation traces to five questions: can you do it, have you done it for someone like me, will you deliver on time, what will it cost, and what happens if it goes wrong. This builds a portfolio that answers each before it's asked — using your real work, a clear process and honest terms.

Clearly labelled personal projects, a pro bono project for a charity or community group, or a speculative project for an imaginary client all show skill honestly. The key is labelling them for what they are, and not using a real company's brand as if they'd commissioned it.

Only with permission. Many contracts include confidentiality or ownership terms, so check or ask. If you can't name the client, anonymise the work by removing their name, logo and confidential figures, and describe the kind of business instead.

Use real quotes with the client's permission, attributed the way they agree. If you have none yet, ask past clients for two or three sentences — most are happy to help, especially right after a good project. Never invent reviews: it damages trust when discovered and can breach consumer protection rules in many places.

At least explain how pricing works — packages with a clear scope, or a "projects typically start from" line, help clients self-select. Research rates in your own market rather than copying someone else's. Pair it with a written agreement covering scope, timeline, payment, revisions and ownership.