We interpret the Landau-Ginzburg potentials associated to Gross-Hacking-Keel-Kontsevich's partial compactifications of cluster varieties as F-polynomials of projective representations of Jacobian algebras. Along the way, we show that both the projective and the injective representations of Jacobi-finite quivers with potential are well-behaved under Derksen-Weyman-Zelevinsky's mutations of representations.