Why You Should Diversify Your Writing Portfolio

Okay so you’ve done what a lot of gurus tell you to do … niche down to a single niche. You’ve been consistently writing blog posts for clients.  And business used to be good.

But now, demand for that niche is slowing down (or tanking). Your inbox is quieter, there are a lot more “no’s” and you can count the number of projects on half a hand.

And then FINALLY … your subconscious screams loud enough to wake you up (probably in the middle of the night).  And it hits you—your one stream of income is at risk of becoming dryer than the Sahara.

Not to be Captain Obvious here, but this is not a great situation to be in.  Relying on one writing style, industry, or client type can leave you truly vulnerable when trends shift with tectonic force like they are now.

So in this post, I’ll explore why diversification is a smart strategy for freelance writers. I’ll look at its benefits, potential pitfalls, and share some beginner-friendly tips. Plus, I’ll highlight common professionalism mistakes that could be holding you back from landing better-paying gigs.

The Case for Diversification

So What Do I Mean By “Diversifying Your Portfolio”?

Diversification means showcasing a variety of writing styles, industries, and content types in your portfolio. While you might still specialise in one niche, having samples across multiple formats (such as blog posts, case studies, social media, white papers, and email sequences) can open up more opportunities.

A diverse portfolio doesn’t mean writing about anything and everything. Instead, it’s about having a mix of work that showcases your adaptability while maintaining quality.

Why That Matters in Today’s Market

The content needs of businesses are constantly evolving, as is their (perceived) ability to do it themselves … cough, cough … AI, anyone?

So a company that once relied on long-form blogs might decide to shift to video scripts or email marketing. And if you can demonstrate versatility in the type of content you can create, you’ll be the writer they keep (or start) hiring—rather than you losing work when their strategy changes.

And, of course, market trends fluctuate. Industries boom and fade. If you write only in one sector, an economic downturn in that field could leave you scrambling for work. Diversifying industries also allows you to pivot when needed.

Benefits of a Diverse Writing Portfolio

1. Increased Marketability

Clients want writers who can handle different projects. By showing you can write engaging blog posts, compelling case studies, and effective email sequences, you become a more attractive hire. A diverse portfolio makes it easier for potential clients to see themselves working with you.

2. Enhanced Skill Set

Writing different types of content improves your craft. A writer who can confidently switch between blog-style storytelling and technical white papers becomes more skilled and well-rounded. It also boosts confidence—if you can handle a variety of projects, you won’t feel limited in what you can pitch.  And even if your clients believe they can use AI to do some of their content creation, they won’t be able to use AI to do all the different types.  At least, not yet and maybe never.

And that’s because getting good quality content out of AI means (1) knowing how to finesse the way you engage with AI and (2) knowing whether the output AI gives you is garbage or not.  So not every business is going to be able to put in that amount of time or effort.  And they’re going to come back to you to help them out … if you can demonstrate that you’ve got the skills.

3. Financial Resilience

If one type of writing slows down, another can fill the gap. Writers who offer multiple services can maintain a much steadier income, even when certain markets dip. This is especially useful for freelancers who rely on writing as their primary source of income.

4. Professional Growth

Expanding your portfolio opens doors to higher-profile projects.  Maybe even some in the consulting space, depending on your level and area of expertise.  Some of the best-paying gigs require versatility—think ghostwriting for executives, long-form reports, or industry white papers. If you can prove you’re capable of writing these types of content, these opportunities become accessible in ways they weren’t before.

Things to Watch Out For When Diversifying

1. Overextension

While diversifying can be beneficial, taking on too many different writing types at once can slow you down and maybe even lead to burnout. It’s better to focus on a few key areas rather than trying to be everything to everyone.  And sticking to those few key areas also makes it easier to build standardised steps into your writing (and pitching) processes.  Which saves time.

2. Consistency vs. Versatility

A challenge many writers face is maintaining their unique voice while adapting to different content styles. The key is learning the tone and expectations (not to mention acronyms, industry jargon and rules for citation) for each format while keeping your writing quality high.

3. Time Management

Adding new writing styles takes time. If you’re juggling multiple projects, set realistic goals for building and refining your portfolio. Start with small sample pieces rather than overhauling everything at once.

Professionalism: How to Avoid Looking Like an Amateur as You Diversify

Many talented writers struggle to get work—not because they lack skill, but because they unknowingly appear unprofessional. Here are a few areas where freelancers often lose credibility:

1. Not Having a Professional Email Address

Your email address is often the first thing clients see. Using a personal address like YourName@gmail.com is sort of okay, but a custom domain (like YourName@YourWebsite.com) looks much more polished and credible.

I get pitched a lot by people who want to be on my podcast … or want to sell me their services.  And when I see a YourName@gmail.com type of email address, I instantly know that this person is likely either just starting out and/or doesn’t have a website.

If you don’t want a website, but you DO want a professional email address, you can still get an address as long as you have purchased the URL for it (YourWebsite.com).  So then your email would look like YourName@YourWebsite.com.

Places like Google Workspace or SiteGround (affiliate link) make it easy to buy the URL and set up your professional email address.

And having that professional email address is a small change that makes a big, big difference in how you’re perceived.  Which can mean the difference between getting an enthusiastic “YES” or crickets when you pitch for work.

2. Your Online Presence Matters

If a client Googles your name, what do they find? Having a simple website or portfolio page is essential. Even if it’s just a one-page site with a bio, work samples, and contact info, it instantly makes you look more legitimate.

So if you DO want a website, but you DON’T have one yet, SiteGround (affiliate link), which I mentioned earlier, makes it super easy to get one.  SiteGround will host your site for you and provide a website building tool.  Or you can use WordPress, which is what I use for several of my content sites.

And I use Elegant Theme’s Divi for my website editor (affiliate link).  

If you’re not sure how all the pieces of getting a website fit together, this image below might help. 

And you can check out my free course on YouTube about how to build a WordPress site if you’d like a bit of guidance if you’re thinking about building your website yourself.

And one more thing to consider … what does your social media say about you? If you use platforms like LinkedIn or Twitter (okay, okay I know it’s X) for business, make sure your profiles are polished, up-to-date and professional.

3. Unpolished Portfolio Pieces

Your portfolio should showcase your best work—not just the first drafts of everything you’ve written. Formatting, grammar, and design matter. If your samples look messy or rushed, clients may assume your paid work will be the same.

4. Unclear or Inconsistent Pricing

Many clients hesitate to hire freelancers who don’t list rates … or at the very least, don’t make it easy to find out your rates.  While you don’t need to publish exact numbers, having a pricing structure (or at least a “starting at” range) signals confidence. It also helps weed out clients who aren’t in your budget.

And if you work off of a “value-based” pricing model, where the price charged depends on how much value you’re adding with your writing, you’ll be wanting to have a very clear way for people to book a call with you or get in touch so they can explain what they need.

5. Slow or Unclear Communication

Professionalism isn’t just about writing quality—it’s also about how you communicate. Responding promptly, being clear in emails, and setting expectations help you stand out as a reliable professional.

Sometimes life happens or there are “oopses”.  But I’ve found that if I miss an email or am slower in responding than I would like, then apologising and explaining why really helps.  Not as an excuse.  Never as an excuse.  But even responding late with an apology does help show that you’re human, that you do value them and that you’re onto it now.

6. Using Unprofessional Looking Requests For Payment

There’s just something about a well put together invoice for services rendered that says “professional” in a way that nothing else can.

I’ve seen “homemade” invoices that have been kludged from Word documents, spreadsheets or plain emails.  And invariably, they look really unprofessional.  Worse, they often have mistakes in them.  In my experience, not having a professional looking invoice is right up there as one of the ways to get yourself labelled … fairly or unfairly … as a novice.

So you’ll want to use proper invoicing tools like PayPal, Stripe, Xero or Wave. Not only does this make bookkeeping easier, but it also reassures clients that they’re working with a professional.

Time To Start Diversifying

So now it’s time to start diversifying.  The first thing to do is to assess your current portfolio.  You’ll need to:

1. Identify your strengths:  

What types of writing are you good at?  What has resonated with your readers and clients in the past?  What do you really enjoy writing about?

2. List new content types: 

What’s missing from your portfolio?  What could you easily add to your portfolio without too much effort?  For example, blog posts, email sequences, social media, maybe even white papers?

3. Set realistic goals for yourself: 

Start with one new sample in the next month.  Make it the best you possibly can, even if you don’t have a client for it … yet.

4. Use personal projects: 

If you don’t have client work in a particular niche or for a particular type of content, create samples on spec and post them in your portfolio or in public places where people are going to see them.  Places like LinkedIn or other platforms.

5. Network as much as you can (in a way that works for you): 

Connect with professionals in different industries to get insights into new writing opportunities.  You can get those connections through LinkedIn or other platforms.  You can go to conferences, either live or online.  You can email them or message them.  Or you can even do it the old-fashioned way and write them a letter and send it snail mail.  That will get their attention!

To sum it up, a diverse portfolio makes you more marketable, adaptable, and financially secure. But diversification just by itself isn’t enough—you also need to present yourself professionally.

So … do something nice for yourself and take some action today.  Even a little thing can make a big difference in your ability to find more clients.

• Review your portfolio and identify gaps.
• Update your online presence.
• Improve small but crucial details like your email address and invoicing process.

By making these changes, you’ll not only attract more clients but also position yourself as a serious professional in the industry.