Copywriting Services For Small Businesses – I love that my work allows me to interact with clients all over the world. But there’s nothing better than sitting down at a local coffee shop and getting to know a fellow business owner face-to-face.
That’s one of the reasons I was so excited to work with Portland photographer Vera Kayasov on the website copy for her new branding photography business: Your Story, Branded.
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Vera also happened to be looking for a website copywriter at the same time I was looking for a brand photographer.
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So in addition to getting to know Vera and her clients through my usual interview process, I also had the chance to experience her incredible work firsthand when she photographed my brand.
I’m excited to take you behind the scenes of this website copywriting project and show you how we used strategic interviews with Vera and her best clients to create a simple, heartfelt and effective website message.
As a sought-after wedding photographer in Portland, Vera helps couples who want to feel beautiful and comfortable in front of the camera. Recently, small businesses and creative entrepreneurs have started offering brand photography to tell their stories and grow their brands with beautiful, original images.
Vera wanted her brand new photography website to showcase her warm, bubbly, professional and fun personality – but she didn’t consider herself a writer and didn’t know how to capture everything she wanted to say.
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Our project began with a strategy session – a 2-hour interview designed to help Vera and I clarify her ideal customers, her business story, and her brand voice and vibe.
We talked through his collections; his ideal client’s desires, fears and hopes about brand photography; Why is he so passionate about helping small businesses and creative entrepreneurs succeed?
Vera described her brand personality as warm, happy, confident, fun, intentional, and meaningful, and I began looking for ways to incorporate these words and ideas into her copy.
We also discussed potential competitors in his industry and the brands of voices and vibes he admires. After our meeting, I did some simple keyword research on Ubersuggest to find Vera’s competitors and potential clients’ search terms on the topic of brand photography.
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And I approached some of Vera’s clients for 20- to 30-minute interviews about their experiences working with her.
These calls confirmed everything I had learned about Vera so far, and showed me how much her clients appreciate her natural ability to put them at ease during an awkward or embarrassing experience.
“Every time I post one of Vera’s photos, I get more interaction because I’m actually in the photos and people can see who I am.”
“It took time to make me feel comfortable, and the photos feel natural and real to me.”
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“Vera made the whole photoshoot experience so easy and comfortable. You feel like you could tell her your whole life story.”
Her clients have described her photographs and photoshoot experience as natural, genuine, authentic, joyful and authentic. They later talked about how he focuses on what works best for each brand, pays attention to detail, brings music to every session, captures people still and in their element, and creates images that feel true to each business or people.
I can’t wait to get my hands on her copy, along with these gold nuggets of Vera and her great clients.
Our goal was to describe her brand’s warm, holistic photography process in a way that connects with small businesses and creative entrepreneurs and demonstrates the value of her services.
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On Vera’s home page, we want to introduce our website visitors to its services and guide them to learn more about its pricing page.
With Vera’s photography featured throughout the site, we kept the copy clear and concise from the start with a headline that clearly tells the reader what she offers and who she is:
We added his keywords (“branding photography,” “headshot” and “Portland, Oregon”) to his homepage title and description to boost his SEO and help potential clients find him on Google.
To express Vera’s unique voice and passion for telling stories through photographs, we give her this line:
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Hi guys, I’m a brand photographer from Vera, Oregon who is passionate about telling your beautiful business story.
We added several calls to action to drive visitors to the pricing page. And because I encourage my clients to put testimonials on every page of their website — especially on rubrics, quizzes, or contact forms — we added a testimonial to their homepage to start building social trust right away.
Vera cares deeply about helping small business owners succeed and thrive, and she knows it’s possible because she went against the grain in building her photography business. So on his About page, we wanted to tell his story in a way that conveys his passion and resonates with his fellow entrepreneurs.
Our goal was to build trust with Vera’s clients by showing them that she truly understands and cares. We did this by using emotional and motivational statements:
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We’ve included a Bible verse on this page that links to Vera’s work for her clients, and some of Vera’s “Other Sources of Happiness” to help website visitors get to know her as a real person and understand her values.
At the bottom of the page, we’ve written Vera’s promise to her clients to help website visitors feel confident working with her and direct them to her pricing page to learn more about her services.
Our goal for Vera’s pricing page is to educate its website visitors not only about the features of its packages, but also about the actual benefits it offers.
We add his keywords to his next title to further support his SEO. We have also addressed the challenges expressed by Vera and her clients about why their businesses need professional photography and we have positioned Vera’s services as the solution.
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We explained what a branding session entails and how these photos can benefit its clients. We added calls to action across the page to encourage readers to reach out and book a session.
At the bottom of the page, we’ve reintroduced Vera and her work, so website visitors can jump straight to that page. We describe the branding process in three stages – from the first meeting with the client to the day they receive the photos that help them grow their business.
Next, we’ve outlined each of his three packages, starting with his full branding session and working toward a smaller brand refresh session at the bottom of the page.
For each package, we add a sentence or two about the benefits for customers, and then list the features (number of images, length of shoot, editing time, etc.) below.
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We’ve added two calls to each package description – one above and one below – to make it easy for website visitors to book once they’ve found the right package for them.
For many business owners, the contact page is an afterthought – they might throw out a generic contact form and wonder why the leads aren’t coming.
We reached out to Vera’s contact page, and her website visitors feel confident and excited to work with her when they fill out her form. We have also included Vera’s email address and phone number for those not in touch with the form.
But we didn’t stop there. We’ve included a testimonial to build trust with the audience, and created a list of frequently asked questions based on Vera’s experience, customer interviews, and key research to address lingering customer doubts.
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Vera’s new website copy guides visitors to book a brand photo shoot and positions her as a talented photographer who cares about helping small businesses and creative entrepreneurs grow.
Starting with clear, focused statements and allowing Vera’s warm, cheerful voice to shine through, we created a website message that answers website visitors’ key questions and allows them to get to know Vera as a professional and as a person.
By investing in professional website copy (and stunning website design from January Matte Design) Vera’s new brand is ready to make a powerful and meaningful first impression online.
Interested in collaborating on your website copy? Download my pricing guide to get all the information or schedule a free call with me to get started! Your website design alone won’t convert customers. You need copy that connects directly with your customers and stops them scrolling in the middle. It sounds like your story of cross-cultural communication, strong brand messaging and connecting with your audience…
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