Seamless Wedding Planner Website Copy: Authentic and Approachable
This project details the complete website copy refresh for Beyond Smitten Events, a Sacramento, Napa, and San Francisco Bay Area-based wedding planner.
Why a Website Copy Refresh?
After a web design overhaul with Alisabeth Designs, Beyond Smitten Events was ready to take their preexisting website copy to the next level. To complement the visually beautiful site they’d invested in, Beyond Smitten set a goal to optimize their search engine optimization and convert visitors to inquiries, boosting their event bookings that coming season and beyond.
Eager for their messaging to embody their brand and match the visual beauty of their website, Beyond Smitten Events reached out to me for a complete website copywriting refresh.
Our Goals with this Project:
Optimize Beyond Smitten Event’s website for sustainable visibility on search engines with on-page SEO
Add greater clarity to the package descriptions, organization of info, and enhance the visitor experience
Reflect their authentic brand identity through the messaging of each page
About the Process
First, we got clear on WHO we were writing for
Before writing a word for the website, we needed to clarify who we were writing for.
Who was the ideal Beyond Smitten Events couple?
What was the dream inquiry Beyond Smitten hoped to receive in their inbox?
What kind of couple did they want to find the home page and immediately feel the calming relief of, “Whew, I belong here! I’m in the right place. This wedding planner gets me.”
We didn’t want to take any stabs in the dark with our marketing efforts. We wanted to know who we were talking to and why and implement the most effective strategy to make our messaging resonate.
So, we created an Ideal Audience Avatar.
It looked like this:
Meet Josh and Rene
Josh and Rene are familial, authentic, and down-to-earth.
They’re a classy, financially stable couple who appreciate the small details that make life, events, and relationships special.
Their careers are demanding, but they do their best to make time for one another.
They don’t have much time to delve into all the ins and out’s of wedding planning, so they’re seeking a warm, personalized, and professional planner they can trust to help them dream up their wedding vision and bring it to life.
With the clarity of who our website was serving, we refined the Beyond Smitten Events’ Brand Voice with the characteristics of:
Warmth
Approachability
Relatability
Friendliness
Sensitivity
These elements informed the tone we’d craft the website copy with. This way, we’d speak directly to visitors’ pain points, provide glowing solutions with our offerings, and represent the ease and joy of working with a Beyond Smitten planner.
2. Second, we weaved in our SEO strategy for the website copy
Based on the research of an outside SEO consultant, we implemented specific keywords throughout the site.
These keywords appeared in the headers, sub-headers, paragraphs, and meta descriptions. Intentionally weaving in this keyword strategy optimized each page to serve Beyond Smitten Events’ long-term SEO goals.
3. Finally, we had a little fun with it
With the down-to-earth, “like your best friend planned your wedding” brand identity Beyond Smitten Events carries, it was important we infused that warm personality throughout the website copy.
We implemented these moments throughout the site, staying true to the approachability and sweet nature of the brand.
Ready for a Website Glow-Up of Your Own?
Whether you’re starting from scratch or are in the market for a full revamp, you deserve a website that embodies your brand and does the heavy lifting of selling for you.
Go from hoping visitors find their way to your booking page to a website that systematically drives clicks, bookings, and buys.