Some build their website as a gallery.
Others turn it into a story.
If you work in the creative field — whether as an architect, designer, illustrator, or agency — the real challenge is not just showing what you do, but conveying how you do it.
This is where strategic storytelling comes in, supported by a good layout and navigation designed for those visiting the site.
In this article, we explain how to combine portfolio and storytelling, with a practical look at UX and structure, to help you present your projects online in the best possible way.
Portfolio or storytelling? It’s not a choice… it’s a strategy
The question often arises: is it better to show many projects in a clear, visual way, or to present fewer projects in a deeper and more engaging way?
The truth is, you don’t have to choose: you can do both, as long as you have a clear strategy.
A portfolio shows what you have done.
Storytelling explains why you did it, how, with whom, and with what results.
What distinguishes a professional website from an amateur one is the ability to provide context and direction for each published project.
You’re not just “showing work”: you’re building trust, demonstrating your method, communicating values.
The structure that works: UX and layout at the service of storytelling
Uploading photos and titles is not enough.
A good online portfolio is built with the user in mind, not just the creator.
Clear content hierarchy
The homepage should not be an overloaded showcase.
Better to have a few call to actions: Discover projects, About us, Contact us.
An effective website guides the user logically, rather than overwhelming them.
Intuitive navigation
Dividing projects by themes, sectors, or type of work helps users find their way.
Adding filters or tags can make browsing smoother and faster.
Dynamic yet consistent layout
Each project should have its own dedicated page.
Recommended structure:
- Project title and context
- Objective and initial challenge
- Work phases
- Visuals (photos, mockups, videos)
- Final result / impact
Targeted call to actions
Showing is not enough.
You need to lead the user toward an action: Contact us for a similar project, Discover how we work, Book a free consultation.
The value of storytelling for those seeking a professional (or a team)
A potential client doesn’t have your technical eye.
They won’t notice the perfect font or the alignment of margins.
But they will immediately understand whether you would handle their project with method, care, and vision.
That’s why it’s important to:
- Write a strategic introduction for each project.
- Show the process, not just the result.
- Use “hybrid” content: interviews, timelapse videos, behind the scenes.
A well-designed website tells who you are, not just what you do.
Mistakes to avoid in creative portfolios
It’s common to see beautiful websites… but impossible to navigate.
Or portfolios full of images without context, or the opposite: too much text and too few visuals.
The risk is creating a “self-celebratory” showcase that doesn’t help the visitor understand if you are the right person or team.
The balance between visuals and written content is crucial.
Those who land on your site should feel like they are entering a curated, consistent, and credible space.
Want inspiration? Some examples that work
There’s no one-size-fits-all formula, but there are interesting models to take inspiration from:
- Architects’ portfolios structured as mini case studies, with images, storytelling, and technical descriptions.
- Designers and illustrators who pair projects with behind-the-scenes videos.
- Agencies that use motion design and micro-animations to bring their brand identity to life.
An effective portfolio is not just a collection of well-done projects. It is a communication, selection, and positioning tool. It shows what you do, but above all, it tells how you do it.
And today, in a saturated and competitive market, this storytelling is precisely what can make the difference between a website that inspires trust… and one that gets closed after a few seconds.
Frequently asked questions
My site looks good, but it lacks content. Where do I start?
Start by adding a short strategic introduction to your projects: explain the context, objective, and impact. Just a few lines can change how your work is perceived.
Is it better to show many projects or a few well-presented ones?
Fewer, but well-presented. A well-told project is worth more than ten unexplained images.
Do I need to write long texts for each project?
No. But text is necessary. Even a few lines help the user understand the value of your work.
