Somebody really ought to mention that good portraits are Not about which flash unit we use. You do want flash, as continuous lights are a pain, but portraits are about the lighting.
The speedlight flashes ought to be placed in white reflected umbrellas, and positioned "as close as possible" to the subject for soft lighting.
And the two flashes are Not just either side of camera. The Main and Fill light concept is that the Main light is positioned about 45 degrees wide and high, with respect to the subject face. 45 degrees wide means as the subject sees it... the camera is at 0 degrees, the Main light is about 45 degrees to the side. Height could be 30 degrees or up to 45 degrees higher than the subjects face. Close as possible is maybe 30-36 inches for a softbox, or maybe 4 or 5 feet is necessary for a reflected umbrellas fabric. The subject can probably reach out and touch the umbrella stand, just out of sight of the camera. The idea of "close" is that the light should be approximately at a distance roughly equal to the lights size, 3 foot light at 3 feet, 4 foot light at 4 feet, etc. That guarantees adequate soft lighting.
The Fill light is very frontal, meaning, as close to the lens axis as possible, to "see" and light exactly what the lens sees. In order for the camera to see around it, it has to be back by the camera (and for proper portrait perspective, the camera should be back 6 to 10 feet from the subject. 6 feet would work, 8 is great, and I like 10 feet). So the fill light fabric is necessarily back there too. I like to have its pole right beside the lens (within an inch), with the fabric height slightly above the camera. Use a lens hood, and make sure no fill light spill is entering the lens.
This concept of main light high and wide intentionally creates the shadows on the face that create the modeling, to show the shapes of facial curves and shaped. There are variations of this exact position (with names like Rembrandt, etc), but the main idea is around 45 degrees high and wide. However, even with the umbrella, those shadows will be darker and harsher than desired. So, we use the Fill light power level to meter about 1 stop less than the main light (metered at the subject).
An incident flash meter is a wonderful thing for studio portraits, but there are other approximations. If two identical flashes and umbrellas, then Main at 4 feet and fill at 5.6 feet (these are fstop numbers) will be fill 1 EV less. Or Fill at Half the power of Main at 8 feet will be 1 EV less. Or 1/4 the power of Main at 11 feet, etc. But a good flash meter is a very valuable accessory if you will doing much of this. It makes setup be very easy, and very repeatable.
This Fill one stop less than main is approximate, but this is the lighting ratio, which is rather important. One stop difference is the standard 1:3 ratio. It could be 1.5 stops less, etc.
Anyway, the Fill light fills those harsh Main shadows, and the result is the very pleasing and very intentional slight gradient tonal shadows on the face, to show its shape well. This makes all the difference, this is "lighting". The Fill is very frontal so that it will not create a second set of shadows on the face (any frontal shadows are hidden directly behind the subject). The reduced fill on the face is flat light, but the Main light is anything but flat.
See
45 degree Portrait Lighting Setup for a bit more about this concept.
When people speak of the "flash look", I suspect they mean the Deer In The Headlights look, very flat lighting. There is none of that with good Main and Fill light. It is wonderful soft and natural light which does Not look like "flash".
One more idea is use an inexpensive white balance card in the first setup test shot (Porta Brace at B&H for $5 is my choice, but even a white envelope can work). This makes white balance correction be trivial.