Case Study: Website Copy for a Maternity and Newborn Photographer
The client:
Rachael Little is a newborn photographer based in Ontario, Canada.
She was getting a new website designed by Field and Co. Creative, and needed new website copy to go with it! Rachael wanted more elevated copy that still felt playful and friendly.
Project goals:
NAIL THE PLAYFUL, FRIENDLY BRAND VOICE
Most newborn photographers lean into the sappy, emotional brand voice, but Rachael knew that wasn’t her! She wanted funny, relatable, and uplifting copy acknowledging real experiences of parenthood.
SKIMMABLE COPY FOR HER BUSY TARGET AUDIENCE
Since Rachael’s target audience is busy new parents, she knew they’d be sleep-deprived, reading her website on their phone with one hand while trying to wrangle their baby with their other. She wanted her copy to be personality-packed and easy to read (my favourite!).
FOCUS ON BUILDING TRUST THROUGH RELATABILITY
Rachael wanted parents to feel like they’re chatting with a friend when reading her website. After all, new parents don’t want to feel judged when choosing a photographer— they want to feel understood! She wanted to show she just gets them and as a parent, she can relate, too!
TAKE IT FROM RACHAEL:
“Maddy, you really listened and you have given my brand the voice I was pining for. You're a true professional!! I'm so happy and I know this copy along with the amazing design will make me stand out!!! It feels really fresh and energetic, yet still sentimental (in a more ME way).”
