What Should I Look for in a Web Design Portfolio?
Short answer
Range across industries, strategic thinking and, ideally, proof the work drove results.
In detail
Look for variety across industries, evidence of strategic thinking (not just visuals), and — ideally — performance data showing the work actually drove results. A polished portfolio proves design skill, but not business impact. Ask directly for case studies with numbers: traffic growth, conversion lift, load speed improvements. Agencies confident in their results will have this ready; agencies that only show screenshots usually don't track outcomes closely.
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