Would you believe me if I told you that it’s not just the photo, but the story behind it that gets the inquiry?

So many designers focus on showcasing their work, but what’s really working right now isn’t just the visuals. It’s the story you tell.

Not just “here’s a pretty project” storytelling. I mean real storytelling. The kind that makes a potential client feel something and decide, right then and there, that you’re the one for them.

We do this every single day for our clients, and I thought I’d pull back the curtain and show you exactly how we craft stories that engage their audience and compel them to act.

For every portfolio project, we gather insight on four key things:

🔹 What did the client want? Not just aesthetically, but what problem were they trying to solve, or experience were they hoping to create?
🔹 What was your proposed design? Why this approach? What did it achieve?
🔹 How did the client benefit? What changed for them because of your work?
🔹 What fun, unexpected, or memorable moments made this project stand out?

We ask these questions every time because no one hires a designer just for the sake of hiring a designer. They hire because something in your work makes them think, “Yes, that’s exactly what I want.” They see their daily frustrations disappear. Their home finally works for them. Their dream life feels within reach.

When we structure content this way, we’re not just showcasing pretty pictures. We’re building a narrative that speaks directly to the right people—the ones who are actually ready to hire you.

And it works.

If your posts aren’t bringing in the right inquiries, this is likely why.

Next time you post a project, don’t just describe what’s in the photo—tell the story behind it. That’s what draws people in and helps them see themselves in your work. Talk about the challenges, what your client was hoping for, and why your design choices mattered. And don’t be afraid to throw in something fun or unexpected—humour and honesty go a long way in making people feel at ease.

Try it in your next post and see what happens. And if you want help pulling out the best parts of your projects so they actually connect, let’s talk. Just hit reply.

P.S. Whenever you’re ready, here are three ways we can help you tell your brand story beautifully and effectively to attract quality leads on Instagram: Content Sessions, Social Media Management, or Consulting Calls. Click here to book a call with me.