Designer’s Toolbox: Digitize Your Portfolio–Socially!

Contributed by Michael Franklin, associate member of APLD and creator of Landscapedia

The buzz about social networking is creating a greater need for landscape designers to get their portfolios online.  Because of my work with, I spend a fair amount of time talking with designers about their digital portfolios. I spend almost as much time convincing some that hiring a web designer and adding a website to their business cards is just the first step in leveraging their digital portfolio to help grow their design businesses.

A portfolio project by Chris Heiler an APLD member on Landscapedia

A portfolio project by Chris Heiler an APLD member on Landscapedia

Many landscape design professionals expect to post their work on their new websites and have their phone start ringing with clients.  They get frustrated when they’ve spent time and money to create an online presence only to be disappointed by the slow pace of returns.  Stories of internet millionaires from the 1990’s still permeate the conventional thinking – as long as you are online, people will knock down your door.  That was then, this is now, and things evolve quickly online.  Landscape designers need to embrace the power of the web and use it to their advantage. The internet today provides consumers with an overwhelming amount of information in seconds on any subject, including landscape design.  It is easy for a designer to get lost in that sea of information, regardless of what consultants promise in terms of search engine rankings.

What can you do now?  In order to get your work and business noticed, you have to be willing to go that extra distance.  You have to put your portfolio in as many places as you can, using it as a teaser to drive potential clients back to your website.  Think of it as free, interactive advertising.  You wouldn’t just advertise once in one publication, would you?

Landscapedia's Portfolio Directory

Landscapedia's Portfolio Directory

That’s the beauty of portfolio websites, such as and others.  They give you another on-line portal to get your work noticed.  It’s a terrible waste to go through the effort and expense of creating a digital portfolio to use it only once, on your own site, when you can reuse it or parts of it to drive traffic to your business.  The trick is to find the right websites to display your work.  Not every site is going to work for every designer and some sites are pay-for-play, throwing landscape designers in with graphic artists, interior designers, architects, etc.

Here’s how to make your decision:

  • A good digital portfolio site will give you a direct link back to your website without making consumers join or go through a series of steps.
  • Before joining a portfolio site, browse the current portfolios to see how easily (or not) a consumer finds their way back to your website.
  • Explore how the website reaches out to consumers to drive traffic to your portfolio. If they aren’t reaching out to consumers, then your portfolio may sit in obscurity. For example, Landscapedia has partnered with botanical gardens across the US to build mobile tour guides. This helps raise visibility of our designers among consumers interested in good design.
  • Find out if they have versions for mobile devices, such as iPhone. Landscapedia has a significant number of visitors on mobile devices, and this area is the next big growth trend on the web.
  • Ask your colleagues if they have experience with specific sites they can recommend.

If you don’t have a website yet, a portfolio site is a great place for you to experiment with your digital portfolio.  Most give you a handy, easy-to-remember address (http://my.landscapedia/msfxDesigns) to send out to clients and colleagues. You can play with image sizes and formats in a safe environment before taking the plunge with your own branded site.

The key to a successful move to digital portfolios really lies in finding key websites that you can use to generate attention for your work.  If you are sitting back waiting on people to find you, then you are missing out on countless opportunities to reach out and grab attention for your business.  With so many designers competing for clients in any economy, a good business person will utilize every opportunity to introduce themselves to potential clients-a digital portfolio is one of those tools.


6 responses to “Designer’s Toolbox: Digitize Your Portfolio–Socially!

  1. Landscapedia looks great. I’ll make sure to add my portfolio this week. I’ve currently got my portfolio up at as well as Flickr. I’m enjoying YardShare, as it’s a high traffic area for homeowners. Got some great leads. Thanks for the info on Landscapedia!

  2. I’ve been using the portfolio feature on Landscapedia for a while now. My little on-line port has gotten over 2000 hits since November. That’s pretty great exposure in my book!

  3. Hi, Great article and good commentary. I wasn’t aware that this technology existed.

  4. I just came back from a big event for another product line carried by Nemetschek NA: CAD software for lighting designers and theater folk. Beyond helping at our booth and hosting a delightful tweet-up event, I most wanted to see the workshop on digital portfolios. Apparently, so did about 250 other people! The room was packed.

    Getting one’s portfolio online, even if it isn’t perfect to start, is just an important step in a market where more people want, at least, to take a first glance at someone’s work online.

    Hey, I just wrote an article for APLD’s national pub, The Designer. It’s in the winter issue, page 17, and it’s on photo-sharing sites such as Flickr. Even if you’re not ready for a big project, at least getting your work into Flickr is a good start.

    Rock on.

  5. Thanks for the feedback on the article. I agree with Jess that it’s important to get your work out there in many places. The attitude “build it and they will come” only works in movies. You have to reach out and grab attention where you can.

  6. Pingback: Designer’s Toolbox: Web Presence and You « APLDNJ

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