Last week I shared the process of designing a new logo and brand identity for Mylah Renae, a Texas luxury wedding photographer. After finalizing her brand messaging and new brand design, it was time to build out her custom Showit website.
One of the most important things you can do for your website is to make sure your copy speaks directly to your dream client and paints a picture of how their life will benefit from working with you. This is part of why defining your brand strategy first is so important, so you have a good idea of what makes you different and what your target audience is looking for.
Copy Uncorked did an amazing job of taking the brand strategy and story that I had created for Mylah and applying it beautifully to copy for every page of her website.
Time and time again, I come across photography websites where the first paragraph on their homepage, about, and information pages is the photographer talking about herself. The truth is, most website visitors aren’t interested in learning more about you until they are sure you can help them. You should always center your clients as the hero of your brand story, not yourself.
In addition to that, you should have a plan for how you want viewers to navigate through your website, and make it easy for people to find the information they’re looking for right away. Mylah knew that she wanted to emphasize her level of experience and the beautiful portfolio of work she’s been able to build during her ten years of shooting weddings, so the first call to action on her homepage leads to her portfolio page. Another section near the bottom of her homepage also invites visitors to her portfolio, with previews of specific galleries.
Mylah also wanted to specifically highlight the experience she has photographing weddings at particular venues, so I created a gallery section highlighting specific venues on Mylah’s information page. This not only helps couples visualize what their photos could look like in different types of settings, it allows Mylah to market directly to the types of weddings she would most like to continue photographing.
Mylah’s blog also features categories for the top three types of venues that Mylah photographs. Visitors can easily sort through Mylah’s blog based on the type of wedding they are interested in looking at, and each blog category page has a featured venue section highlighting Mylah’s favorite wedding locations.
Here’s what Mylah had to say about her finished website:
“As much as I liked what I had going on, I knew it was all template based and a copy of someone else’s vision/brand voice.
While it worked for the most part and was visually appealing, when a would be client shared another photographer’s website that was an almost exact replica of mine – because the other photographer (in the same city as me) and I bought the same template – I knew I had to change.
Everything had pretty much been ‘status quo’ even though that is not the experience I deliver to clients and it was beyond time to change!
I feel like I finally took ownership of my brand and my business. It reflects where I want to go as an artist, not what someone else has found effective.“
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