online professional portfolio. After defining this genre for the purposes of this inquiry, including an exploration of its rhetorical nature as a text, I will give particular attention to the following question: why is establishing ethos so important for an effective online professional portfolio? In answering this question, I will build on existing research and argue that ethos—herein understood to mean credibility—judgments are made the moment the author and audience first interface, and represent the starting place from which authors should begin when building their own digital portfolios. Afterward, I provide a brief visual analysis of three examples of this genre, followed by a step-by-step walkthrough in which I create my own digital portfolio. Finally, I conclude with recommendations and a brief conclusion underscoring the importance of attending to ethos when working in this genre.