We recently had the opportunity to work with one of the most intentional, heartfelt creatives in the industry and trust me when I say that I immediately ran to our portfolio to document the whole damn thing because I was (& am) THAT excited to share this project with you.

About The Project

Curating The “Hero”

Hero: The first section of each page on a website

Every website copy project with us includes brand messaging. I mean, how can you possibly write website copy without it? Perhaps, I’ll save that tangent for another day. For Marina’s website, I wanted to embody the rebel heart in her while using language that her ideal audience would understand clearly too.

We landed on “rule-bending” to describe her methodology when it came to her documentary style. As a photographer, it is so incredibly easy to get wrapped up in the industry lingo, that we forget our ideal audience most likely doesn’t know the difference between documentary, editorial, candid, cinematic, etc.

Marina’s style most definitely originates from a photojournalistic POV, but again, her ideal client is probably just Googling “Chicago Wedding Photographer near me”.

Embracing Brand Values & Positioning Throughout Her Site

For Marina, it was really important for her website to do the heavy lifting for her business. That means filtering out the folks who wouldn’t be a good fit for her style, creative process, and personality.

At the end of the day, she knows deep down that she isn’t the creative for everyone and that’s okay! In fact, as an artist, that’s actually the point.

Because of this, we included her brand values and positioning throughout her site to make sure that her methodology and creative process was clear to her website viewers from the get-go.

Copy That Says The Damn Thing

If you’ve been around Kinfolk Creative HQ, you already know this to be true, but for the readers who haven’t – welcome to the side of the internet that values copy that says the damn thing.

There’s no beating around the bush, whispering your core truths due the fear of saying something “wrong”, or mimicking others for the sake of fitting in. Around here, we’re saying the damn thing with confidence and a sweet level of boldness that magnifies your brand voice.

For Marina, that was no different. Her ideal client is the unconventional couples, and dammit, her copy was gonna make sure to speak directly to them.

Personality > Perfection

There’s this misconception that your website needs to be polished and “professional” in order to be taken serious. Here at Kinfolk Creative, we do not subscribe to that nonsense. As a therapist turned website copywriter, I know more than anything how humans connect with other humans and it’s through shared lived experience, belief systems, and a genuine desire to know, like, and trust.

Don’t Sleep On Your Contact Page

I mean, you could… But you’re wasting your last opportunity to share why you’re the solution. If you want even more ideas for how to optimize your contact page, head to this blog. In the meantime, enjoy this beautiful copy from Marina’s website.

Kind Words From Marina

“It was an incredible experience working with Zach and Priscilla. The questionnaires they shared to gather information about the brand are incredibly in-depth, thoughtful, and psychologically driven. Going into the process, I still had many unanswered questions about my brand, my ideal client, and the direction of my business. The questionnaires, along with our phone conversations, helped me identify what my photography business is truly all about.”

“In a way, it was an eye-opening experience for me — something I had been postponing for whatever reason. The team provides clear direction, clarity, and truly listens to what you are trying to achieve. I feel that the copy, written by Priscilla, 100% reflects the ideas I wanted to convey. Both Zach and Priscilla are very knowledgeable about SEO and are able to explain it in a simple, non-technical way. I especially appreciated the flexibility; on multiple occasions, I made last-minute changes that definitely required updates to both the copy and design, but Priscilla was always accommodating and willing to help, even after I had signed off on the final copy, for which I am incredibly grateful. I also loved the positive attitude, smiles, and overall great energy this team brings. I’m looking forward to working together on future projects. Thank you!” – Marina

Interested in Website Copy & SEO, Too?

We’d absolutely be honored to partner together. Head to our services page next to review our pricing and ensure that we are a great fit for each other.