A writer's portfolio is their professional showcase—but it's also a minefield of potential red flags. Think of it as their resume, except instead of just listing skills, they're showing you exactly what they can do. The trick is knowing how to read between the lines.

Whether you're looking to hire a vetted content writer for your startup or bring someone onto your marketing team, this guide will help you separate the pros from the pretenders. We'll walk through what makes a portfolio shine, what should make you run for the hills, and how to dig deeper when you need more information. Because let's face it—making the wrong hire can cost you time, money, and potentially damage your brand's reputation. And while you might nail the evaluation after the interview process, catching issues early in the portfolio review can save you from wasting time on candidates who aren't the right fit.

Before we dive into the specifics, remember that evaluating a portfolio is just one piece of the hiring puzzle. You'll also want to understand how much it costs to hire a writer to set realistic expectations for both quality and budget. Now, let's get into what separates a stellar portfolio from one that should send you scrolling to the next candidate.

A strong portfolio tells a story. Not just about what the writer has done, but about what they can do for you. Here's what should catch your eye when you're scrolling through samples.

Generic content is everywhere. What you need is someone who gets your industry.

When you're hiring a B2B SaaS writer, their portfolio should have B2B SaaS samples. It sounds obvious, but you'd be surprised how many writers claim expertise they can't back up. Look for pieces that demonstrate they understand your audience's pain points, speak their language, and know the industry jargon without overusing it.

A writer who's covered enterprise software will transition more smoothly to your project management tool than someone who's only written about consumer apps. They'll know that your buyers care about integration capabilities, security features, and ROI—not just a pretty interface.

The best portfolios don't just show industry knowledge; they show depth. Can they write both technical deep-dives and accessible overviews? Do they understand your buyer's journey from awareness to decision? These nuances matter more than perfect grammar.

One-trick ponies rarely cut it in content marketing. Today's writers need range.

A solid portfolio showcases different formats and purposes. Blog posts are great, but can they also craft compelling case studies? What about landing pages that convert? Email sequences that nurture leads? White papers that position your company as a thought leader?

This variety isn't just about showing off. It demonstrates adaptability and strategic thinking. A writer who can switch between a conversational blog post and a data-driven report understands that different content serves different purposes in your marketing funnel.

Look for portfolios that include at least three different content types. Bonus points if they show work across different stages of the buyer's journey—from awareness-stage blog posts to decision-stage comparison guides.

Pretty words don't pay the bills. Results do.

The best portfolios don't just show the content; they show what happened next. Did organic traffic increase by 150%? Did the piece generate 50 qualified leads? Was it shared 1,000 times on LinkedIn?

Writers who track and showcase results understand that content is a business investment, not an art project. They're thinking about your goals, not just their byline. When a writer includes metrics, it shows they've worked with clients who measure success—and that they care about delivering it.

Don't expect every piece to have metrics (some clients keep that data private), but at least some samples should include concrete outcomes. Even qualitative results matter: "This piece became the client's most-shared blog post" tells you something valuable.

There's a credibility gap between a Google Doc and a published article on a respected website.

Live links prove the work was good enough to publish. They show the writer can meet real editorial standards and deadlines. Plus, you can see the content in its natural habitat—how it looks on the page, how readers responded in comments, and whether it ranks in search results.

Reputable bylines act as third-party validation. If Forbes, TechCrunch, or industry-leading publications have published their work, other editors have already vetted their skills. This social proof matters, especially if you're hiring for high-stakes content.

That said, don't dismiss writers who include some Google Docs samples. Sometimes clients don't publish under bylines, or the work is behind a paywall. The key is balance—a portfolio shouldn't be all unpublished work.

Now for the warning signs. These red flags don't always mean "don't hire," but they should make you pause and dig deeper.

This one's non-negotiable. If they can't proofread their own portfolio, they won't proofread your content.

We're not talking about a misplaced comma or a debatable style choice. We're talking about glaring errors that any spell-checker would catch. "Their" instead of "they're." Missing words in sentences. Inconsistent capitalization.

Your portfolio is your best work, presumably reviewed multiple times. If it's full of errors, imagine what their first drafts look like. Or worse, what they'll publish under your brand name if you're not carefully reviewing everything.

One typo in a 20-piece portfolio? Maybe they're human. Multiple errors in their featured samples? Move on. There are too many careful writers out there to settle for sloppy work.

"I can write about anything!" Usually means "I specialize in nothing."

If someone claims to be a fintech expert but their portfolio is full of travel blogs and recipe posts, something doesn't add up. Sure, good writers can adapt to new topics. But switching from lifestyle content to B2B technical writing isn't like changing shirts.

Industry expertise takes time to build. Writers need to understand not just the terminology but the ecosystem, the regulations, the competitive landscape, and the audience's sophistication level. A healthcare writer knows HIPAA compliance matters. A crypto writer understands the difference between proof-of-work and proof-of-stake.

When writers lack relevant samples, you become their guinea pig. You'll spend more time editing, fact-checking, and explaining basic concepts. That's expensive training you're providing for free.

Google Docs aren't inherently bad. But a portfolio that's 100% unpublished work raises questions.

Why wasn't any of it published? Did clients reject it? Is the writer so new they haven't had anything go live yet? Are they showing you pieces that required heavy editing before publication?

Published work has passed a quality bar. It's been edited, fact-checked, and deemed worthy of a brand's reputation. Unpublished work might be first drafts or rejected pieces dressed up as portfolio samples.

If you see all Google Docs, ask direct questions. "Can you share the published version of this piece?" or "What was the outcome of this project?" Their answers will tell you whether there's a good reason or a red flag behind the format.

The digital world moves fast. If their newest sample is from 2019, they might be stuck there too.

Content best practices evolve constantly. SEO strategies that worked five years ago can hurt you today. Social media platforms have changed their algorithms dozens of times. Even writing styles have shifted—today's readers want more scannable, conversational content than they did pre-pandemic.

Outdated samples suggest a few possibilities, none good. Maybe the writer hasn't been working consistently. Maybe they're not keeping up with industry changes. Maybe their recent work isn't portfolio-worthy.

Look for recent work, ideally from the last 12-18 months. If everything's older, ask about their current projects. Writers actively in the game should have fresh examples or at least good explanations.

When one sample sparkles and another falls flat, you have to wonder: which writer will show up for your project?

Inconsistent quality often means inconsistent effort. Maybe they phone it in for topics they find boring. Maybe they only excel with heavy editorial support. Maybe some samples aren't even their work (yes, this happens).

Pay attention to quality variations across different clients or topics. A writer who only shines for certain brands might not have the range you need. Someone whose quality depends on their interest level could leave you with subpar content for your "boring" product pages or technical documentation.

The best writers maintain high standards across all their work. They find ways to make any topic engaging and any format effective. If you see wild quality swings, you're gambling on which version of the writer you'll get.

Found a promising portfolio with a few gaps? Don't write them off yet. Smart follow-up questions can fill in the blanks.

Sometimes great writers just haven't showcased the exact work you need. Here's how to ask for more.

Start with specificity. Instead of "Do you have more B2B samples?" try "I'd love to see any SaaS onboarding content you've written, particularly for enterprise clients." This shows you've reviewed their portfolio carefully and know exactly what you're looking for.

Make it easy for them to help you. If they don't have the exact sample, ask for the closest match. "If you don't have enterprise SaaS specifically, any B2B software content would be helpful." Good writers can often demonstrate transferable skills through adjacent work.

Be respectful of their time and intellectual property. Some writers can't share certain work due to NDAs or ghostwriting agreements. If they explain these limitations professionally and offer alternatives, that's actually a good sign—it means they respect client confidentiality.

Big, polished pieces often involve multiple people. Understanding the writer's specific contribution helps you evaluate their actual skills.

When you see an impressive case study with custom graphics, interactive elements, and compelling copy, ask: "What was your role in creating this piece?" Did they write the copy, conduct the interviews, develop the angle, or all of the above?

For content that's clearly been through heavy production, dig deeper: "This looks like it had a strong editorial team behind it. How much editing did your original draft receive?" The answer helps you understand what they can deliver independently versus with support.

Don't make it an interrogation. Frame it as genuine interest: "I'm impressed by this piece. Can you walk me through your process for creating it?" Writers who truly owned their work will light up talking about it. Those who had minimal involvement will struggle to provide details.

Evaluating a content writer's portfolio is both an art and a science. You're looking for technical skill, industry knowledge, and that harder-to-define quality: the ability to connect with your audience.

The strongest portfolios tell a clear story. They show relevant expertise, diverse capabilities, and real results. They feature published work that demonstrates the writer can meet professional standards and deadlines. Most importantly, they give you confidence that this writer can deliver what your business needs.

But don't let red flags become dealbreakers without investigation. A portfolio is a snapshot, not the full picture. Ask smart questions, request relevant samples, and dig into the story behind the work. The right writer for your team might be just one conversation away from proving their worth.

Remember, you're not just hiring someone to string words together. You're hiring a partner who will represent your brand, engage your audience, and drive real business results. Take the time to evaluate portfolios thoroughly—your content strategy depends on it.