So many business owners I meet are people who genuinely care about supporting their clients. They see their clients as individuals, not just transactions. They want them to have a deeply positive experience and even become lifelong friends.

The problem is that many of these same entrepreneurs struggle to translate that message into their website copy. Sometimes, the conversation turns into a monologue about their brand, leaving prospective clients feeling like an afterthought.

This is one of the most common challenges I see on small business websites, so I’m excited to explore it with you in today’s website copy audit with one deeply caring brand: Madison Marie Photo.

Madison is a Saskatchewan-based photographer specializing in weddings and lifestyle photography. She understands that many of her clients would feel overwhelmed by a big, traditional wedding, so she supports them with helpful guides, blog posts, and communication to create a more intimate experience that focuses on their guests. By the end of their work together, her clients often tell her she feels more like an old friend than a vendor.

Madison reached out because she wants to make sure her messaging is hitting the right audience — leaving them feeling seen, heard, and confident that she’s the photographer they’re looking for. So let’s dive into my tips to help Madison, and you, create a genuine connection with clients from the moment they land on that homepage.

What's working well on this homepage

Madison Marie Photo’s website is professional yet personal, with copy that’s friendly, calming, concise, approachable, and informative. Before we get into my recommendations, let’s take a moment to appreciate what’s working well on this homepage.

Complementary Imagery

It’s no surprise that a photographer’s website would feature beautiful photos, but Madison’s photos also enhance her message by showing calm, quiet moments between her couples rather than big celebrations or elaborate decor.

Concise Copy

Madison’s website visitors don’t have to wade through miles of text to find the information they need. She keeps her copy light and easy to read.

Helpful Resources

Madison’s homepage links to blog posts and resources to support her couples in planning their weddings. Offering helpful resources builds trust and establishes Madison as an expert in her field, encouraging potential clients to see her as a caring guide, not just a photographer.

Strong SEO

Madison’s site already ranks for more than 200 organic keywords, including important local search terms like “Saskatoon wedding photographer.” We’ll talk later on in this post about how she can build on this foundation, but she’s already set herself up to get discovered by potential clients searching for a photographer in her area.

Now, let’s talk about three shifts Madison Marie Photo could make to make sure her message connects with the right audience.

Highlight the Heroes

Clients are the heart of every brand’s story. They're the heroes we serve — not the other way around. So whenever we set out to write website copy, we want to keep our focus on the clients.

For Madison Marie Photo, we want first to understand her client’s values, desires, and fears. What kind of wedding experience do they dream about? What stresses them out about traditional weddings? What aspects of working with Madison do they find most meaningful?

Once we have that information, we can craft copy that meets them where they are, using conversational, client-focused language with more “you” and “your” statements than “me” and “my.”

For example, let’s try rewriting Madison’s homepage headline and description based on what we know about her and her clients.

Here’s a peek at the current headline and description:

Photography for timeless love stories through artful & documentary imagery.

Madison Marie Photo is a wedding & elopement photographer based in Canada. Saskatchewan is home for her but she’s available for travel worldwide. With a major in photojournalism & years of experience in the photography industry, she combines her love of artful imagery with thoughtful storytelling to create timeless photographs.

This copy tells readers about Madison's background and style, but the third-person language feels impersonal and the highlighted features don’t speak to what truly sets Madison apart for her clients.

Here’s a potential revised version of this headline and description, with all-caps eyebrow text that’s typically displayed in small font above the headline:

SASKATOON WEDDING PHOTOGRAPHER

Intimate weddings, documented with care.

Ready to ditch the overwhelm of a big wedding and celebrate your love with those closest to you? I’m here to help — and capture every moment beautifully.

This new version is just one idea for how Madison could revise this line, but it speaks directly to the unique benefits Madison offers her clients. It also uses conversational, first-person language and “you” statements to create a more personal connection with readers. The eyebrow text provides important information to readers while incorporating an important search keyword.

I recommend carrying this client-centered approach through the entire homepage — from the headline to the founders’ bio to the final call to action — to help Madison truly connect with her ideal clients from the moment they land on her website.

By focusing on the client and tailoring copy to their unique values, desires, and fears, we can attract more of the right people and set the stage for a caring client experience.

Guide Your Reader

A brand’s homepage is so much more than a place for new website visitors to land. The most effective homepages not only introduce your brand but also guide visitors toward relevant sections of your website. These homepages typically touch on your brand story, services, blog or portfolio, testimonials, and primary call to action. 

Madison already incorporates some of these elements beautifully, but let's explore how she can elevate her user experience with a few additions.

First, Madison could consider adding a focused message below the hero section. A concise paragraph connecting client challenges to her unique expertise (similar to an elevator pitch) would help her foster a strong connection with prospective clients. 

I also recommend including a clear overview of her services with call-to-action buttons for readers to learn more.

Next, Madison could simplify her bio section, where the current stack of four call-to-action buttons could overwhelm busy readers. Instead, I recommend focusing on a single call-to-action in this section, leading to the About page. Then, she could create dedicated sections for the remaining calls to action, such as a section for her template shop.

Finally, never underestimate the power of a final call to action. For Madison, adding that final CTA would give her one more chance to connect with readers and guide them to inquire, maximizing the impact of her homepage.

The homepage is meant to be a hub, connecting readers to the information they need and leaving them eager to learn more. With just a few simple additions, Madison could craft a homepage that tells her brand story, highlights her services, and smoothly guides visitors toward the next step. And in doing so, she’ll make a first impression that reflects the supportive experience of working with her.

Build on SEO

Local SEO is a goldmine for location-based businesses like wedding photographers. Can you imagine attracting consistent leads from prospective clients actively searching for what you offer?

In Madison's case, she's already ranking well for "Saskatoon wedding photographer" and similar terms, even though “Saskatoon” only appears once on her homepage. These high-traffic keywords could translate to hundreds of potential clients every month. By further optimizing her website, she could climb the rankings and attract even more local brides and grooms.

First, she could weave a target keyword like “Saskatoon wedding photographer,” or “wedding photographer in Saskatoon” throughout the homepage copy, including in the page’s title tag and meta description. I recommend incorporating a target keyword about 3-5 times throughout the page, as long as it reads naturally.

Optimizing image titles is another easy win. Instead of "couples-portraits", Madison could use phrases like "Saskatoon-wedding-photographer-couples-portraits” to consistently incorporate her keyword. 

Lastly, she could optimize her Google Business profile by adding relevant keywords to her profile description and photo titles to strengthen her local search presence.

By implementing these simple SEO tweaks, Madison can ensure her website is the first stop for couples searching for a wedding photographer in Saskatoon.

Ready to craft copy that truly connects?

Madison's website already does a great job of showcasing her beautiful work, and her message can be even more powerful when it truly connects with the right audience. 

By incorporating the tips in this post, especially focusing on client-centered messaging, Madison can ensure her website speaks directly to couples searching for a supportive wedding photographer to help them craft a smaller celebration. This will not only attract more qualified leads but also set the stage for a positive client experience from the very first click.

Remember, your website is meant to be the start of a two-way conversation, not a monologue. By focusing on your ideal client's needs and aspirations, you can build trust and lasting relationships that go far beyond that initial inquiry.

And if you’d like more help crafting copy that connects, visit my services page or reach out. I’d love to help you attract more clients with words that reflect the genuine, caring experience you offer.