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I look for balance, strong concept execution paired with proven impact (CTR, conversion lift, engagement rate). Results matter more for senior roles, while aesthetic skill can edge out for entry-level positions.
It doesn’t need to be flashy (and I’d argue a flashy copywriter portfolio can’t make up for a lack of quality work) but your portfolio should still look nice even with a clean, simple template. Squarespace and some minimal customization tends to suffice.
Even though we’re on the copy side, as creatives we need to understand how our words interact with the visuals, whether in ads or in our portfolio layout, thumbnail selection, etc
Keeping it simple is sometimes the better bet. I’d rather that than overly complex and missing the point. Depending on the company, your portfolio might first end up in front of somebody who isn’t directly on the creative side anyway.