St Cleve is a Florida-based photographer rendering wedding and engagement photography services.
SEO and UX Copywriting for home page, about us, services, and portfolio.
My role: SEO + UX copywriter
Client – Stclerv
To revamp St Clerv’s wedding photography website, clarify its messaging, and increase its discoverability and users’ experience through SEO copywriting and UX writing.
I was off to a good start with an initial Q and A session with the CEO to get a sense of the values he resonates with.
Which he listed as faith, family, and love.
To validate these values, I cross-examined them with the 116 Brand Values list from Microcopy: The Complete Guide, and they all appeared as core brand values, so we were good.
These would later assist in defining the brand’s personality.
The founder wanted to maintain the brand’s existing voice and tone, which he listed as Genuine, Classic, and Confident.
“ big ideas are the key to successful written content.”
A big idea is a unique, core idea that you focus on in a piece of copy, which is both interesting and beneficial for your reader.
I always approach every project the good ol way, you know; paper and pen style.
After this session, I was able to craft out St Clerv’s USPs as:
Next, I researched further to understand the product’s features and how they may provide emotional benefits to the users/customers.
After which, I transformed them into relatable emotional benefits using a feature-to-benefit exercise by answering questions like:
After this session, I fleshed out the emotional benefits of each feature St Clerv offers.
“It’s about your audience, not you.”
Based on the founder’s response, I learned what an ideal customer might look like.
To further understand our costumers I conducted research focused on building a fictitious persona of the target customer: their current challenges, pain points, motivations, and goals.
The insights served as my basis for researching publicly available resources ( wedding forums such as wedding wire, hitched. co), social media, Quora, and Google Trends to learn about their frustrations and objections in their language.
I collected conversations, opinions, and reviews from our target customers as they conversed about their wedding photography experiences. This helped me gain a deeper understanding of their fears, desires, and needs.
After in-depth research on the target audience and understanding their real pain points, I learned that one of the biggest worries for the target audience is the fear and worry of disappointing photography experiences. Being a problem-aware audience, they know of these problems and have a lot of objections, but still, they can’t do without the service. This means they would be willing to patronize a photography service that addresses these objections.
After understanding the customer’s pain points and motivations, I returned to my drawing board to cross-examine which unique selling points would benefit the customer most.
Based on these insights, I leveraged Timely, Storytelling, and Timeless as the three brand pillars to build a relatable message with the customers.
Original copy: You dream. We listen. We execute.
Problem: This tagline is vague and misguiding. Also, it doesn’t target the right audience or feature the company’s vision or mission. A good tagline should be ultra-specific while showcasing the brand’s USP.
Keywords: storytelling, timely, timeless, memories, artistic, quality, dreamy, high quality, artistic, unique, modern.
Former: I am on a mission to change the way people think about photographs and to help them realize that photographs stand the test of time.
For a unique brand positioning, I conducted a competitor analysis to identify industry trends, what differentiates St Clerv from the rest in terms of content hierarchy, and other opportunities to position St Clerv better.
I analyzed and compiled information based on 3 dimensions:
They addressed their audience as hot leads ( people who know or have used their services before).
Hence, their messaging didn’t set clear expectations and proper indoctrination to onboard new customers.
After finalizing the competitor’s analysis I concluded that to sound unique and inclusive I needed to ensure that St Clerv’s messaging put into consideration the user’s journey and sets the right expectations throughout its copy
For unknown reasons, the client placed the new copy on his former home page layout ( I’m guessing as a placeholder till the new page and copy are designed).
Meanwhile, you can view the home page copy on google docs with exemptions to others yet to be designed due to NDA.
Discover how I can help you create content that converts into currency