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Can you put spec work in your book?
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These are two different questions.
1. Don’t try to make your site stand out. Make your work stand out. Your site should be a reflection of your work and your aesthetic. But, keep it clean and simple. Full bleed imagery, especially moving imagery plays well.
2. Getting on the first page of Google is all about keyword optimization for your niche. That means you need to make the words on your site, and the meta data, count.
But, if you don’t have a niche, you could also try buying search ads. But, to be honest—given that you have a visual profession—I’d invest in an Instagram or TikTok ad first.