Portfolios are made for highlighting gleaning examples of past projects in the hopes of finding more work, though they rarely give a good impression of someone’s overall approach. Since you asked so nicely, here are some of the usual thoughts that have a party in my head while I’m doing your content.
Internet copy is not static and that’s a good thing. The fun part is the ability to change the content quickly. To do this though, there should be a general plan for content that will mostly likely run parallel to your business goals. Stay flexible, have a plan.
This usually comes from you but understanding it can go a long way towards better content. Virtually every website markets an idea, concept, brand, product, good morals or cat gifs to a certain group of people. Know the market, have an approach.
It’s not always what the copy is saying, it’s also how the copy is saying it and how consistently. Developing a ‘voice’ for copy means that the style is highly recognizable while still fulfilling all communication requirements. Say it once, say it well.
Long-winded website texts are as likely to capture your attention as much as long-winded people. Making sure that each element of the content is expressed with the appropriate amount of copy makes everything more enjoyable. Less is more.
Projects that make use of my strong international experience are particularly interesting to me. The Internet lets everyone have a look at what you’re doing and it’s always a good idea to make sure it makes sense to them. Think local, present global.
Content that’s easier to find is more likely to be read. SEO is a great way to get there but good content will make sure that people stay there and figure out what you’re all about and why it’s good for them. A good tool to support great content.