Filed Under: Website Copywriting
Deliverables & the project at a glance
Who is Laurel (and why that matters)
the intent behind the site
Why This Site Isn’t Like Every Other Photography Website:
why this site isn't like other photographers
- 6 Pages of SEO website copy (Home, About, Portfolio, Services, Contact, 404)
- Brand messaging guide
- 52 blog ideas based on keyword research
This wasn’t about making Laurel look like every other wedding photographer with a coastal zip code. It was about giving her work a place to land — a website that could hold her pace, her knowing, and the kind of couples who don’t want to be rushed into anything.
Laurel came to Kinfolk Creative looking for words that felt like wide-open trails, soft sunlight, and the hush of Homer tides. Words that made couples feel seen — and trust her — before they ever hit “inquire.”
Deliverables
the project at a glance
Our job wasn’t to brand that. It was to get out of the way long enough to let it be felt.
Who Laurel Is (and Why That Matters)
The intent behind the site
The Goal: To capture what makes Laurel’s work deeply local and deeply calming — rooted in true stories, genuine connection, and real knowing.
The Feeling: A quiet guide on a wild adventure. Breathable. Warm. Honest. A voice that says, “I’m here — and I will notice.”
The Process: Intentional video chats. Pages of notes. A lot of cutting — until only the truest words remained.
The Team: Web Design by Nectar Design Co
Website Copywriting & Messaging by The Kinfolk Creative
Branding by Abi Reid Creative Studio
Why This Site Isn’t Like Every Other Photography Website:
We didn’t borrow language from the industry echo chamber.
And we didn’t force Laurel into a version of “professional” that felt louder than she is.
Instead, we wrote a site that behaves the way Laurel does:
- It moves at a human pace
- It notices details instead of performing for attention
- It trusts the right people to recognize themselves in the quiet
Deliverables
at a glance
Filed Under: Website Copywriting
- 6 Pages of SEO website copy (Home, About, Portfolio, Services, Contact, 404)
- Brand messaging guide
- 52 blog ideas based on keyword research
This wasn’t about making Laurel look like every other wedding photographer with a coastal zip code. It was about giving her work a place to land — a website that could hold her pace, her knowing, and the kind of couples who don’t want to be rushed into anything.
Laurel came to Kinfolk Creative looking for words that felt like wide-open trails, soft sunlight, and the hush of Homer tides. Words that made couples feel seen — and trust her — before they ever hit “inquire.”
Deliverables
the project at a glance
who is laurel
the intent
Filed Under: Website Copywriting
Who is Laurel (and why it matters)
The intent behind the site
The Goal: To capture what makes Laurel’s work deeply local and deeply calming — rooted in true stories, genuine connection, and real knowing.
The Feeling: A quiet guide on a wild adventure. Breathable. Warm. Honest. A voice that says, “I’m here — and I will notice.”
The Process: Intentional video chats. Pages of notes. A lot of cutting — until only the truest words remained.
The Team: Web Design by Nectar Design Co
Website Copywriting & Messaging by The Kinfolk Creative
Branding by Abi Reid Creative Studio
Why this site isn't like
every other photography website
Filed Under: Website Copywriting
Why This Site Isn’t Like Every Other Photography Website:
Instead, we wrote a site that behaves the way Laurel does:
It moves at a human pace.
It notices details instead of performing for attention.
It trusts the right people to recognize themselves in the quiet
INside the pages
Below you can explore a few of our favorite moments inside Laurel’s website — the places where brand, place, and personality quietly do the heavy lifting.
Click through each section to see how intentional copy builds trust, from the headline moments to the overlooked corners most sites ignore.
Creative Tagline; From the spit to the summit
rethinking the "about" page
The Name Story: Flaurel
local knowing, made visible
the 404 page
Creative Tagline: From the Spit to the Summit
More than a tagline, this line quietly filters Laurel’s people.
It anchors her as a Homer local — someone who knows the land, the light, and the pace of this place and sets the tone for couples craving calm, connection, and real guidance from someone who belongs here.
Rethinking the "about" Page
local knowing. made visible
Rethinking the “About” Page
We could have called Laurel a documentary photographer.
That’s the industry shorthand.
But Laurel isn’t defined by a style — she’s defined by what she notices.
Instead of telling couples how she shoots, we focused on what her clients consistently say about working with her: that she sees moments most people miss. That she makes things feel easy. That she notices.
Highlighting Laurel’s roots in Homer wasn’t a decorative detail — it was a strategic one. It anchors her as a true local, not just another photographer dropping in for peak wedding season.
the name story: flaurel
creative tagline
The Name Story: Flaurel
For Laurel, Flaurel started as a nickname — the kind your best friend gives you in middle school.
Over time, it became something else entirely.
A love letter to Homer, Alaska.
An expression of staying close to home.
The kind of name you scribble in your dream journal next to “live by the sea” and “start a photo biz.”
“I see the world, and the way I photograph it — natural beauty, quiet connection, and room for things to grow in their own way.
Quiet. Honest. A little unexpected. Just how I like it.”
This section holds one of our favorite lines — one that sums up exactly who Laurel is as both a photographer and a creative human:
That line doesn’t perform.
It tells the truth.
local knowing, made visible
rethinking the "about Page"
Local knowing, made visible
Laurel’s deep knowledge of Homer shapes every photo, every timeline, and every plan.
From tides to light to seasonal pacing, this isn’t surface-level location marketing — it’s lived experience woven into every decision she makes for her couples.
the 404 page
the name story: Flaurel
Even the forgotten corners of the site were written with intention — because trust is built in the small moments, too.
the 404 page
Most sites treat their 404 page like an afterthought. Laurel’s doesn’t.
When you hit a broken link, it doesn’t just say “Oops!” — it echoes her entire ethos: drift, wander, return.
It reminds you that in Alaska, the tide always brings you home again.
Even the forgotten corners of the site were written with intention — because trust is built in the small moments, too.
creative tagline
local knowing, made visible
Every testimonial is placed with intention — echoing the truth already written.
Every image isn’t just pretty — it’s proof. Proof that the feelings promised in the copy are real.
Proof that Laurel’s clients trust her enough to say it out loud.
Together, the words, the photos, and the kind words from real couples do what no single piece can do alone. They show. They tell. And they invite Laurel’s people to trust her before they ever speak.
We believe the real art happens when words, images, and voices work together — weaving a story couples can feel before they even say hello.
We don’t believe copy should convince. It should recognize.
Good copy is only part of it
Connection > Selling
Gentle, real, zero hype — the same way she treats her couples.
A good services page isn’t about selling harder. It’s about removing the need to sell at all.
It’s your chance to lay every truth on the table — what you do, how you do it, what you stand for, and what your people can expect before they ever hit “send.” No surprises. No hidden fees. No guesswork.
When the right people read it, they should feel like they already know you. Like they’ve found exactly what they’ve been looking for — with no awkward sales call needed to convince them.
That’s what we built for Laurel: copy that invites trust first, questions second, and bookings as the natural next step.
“I felt seen, understood, and incredibly supported through the entire process! <3"
Flaurel Photography
Post Card From Our Kinfolk
-Laurel
“What impressed me just as much as the writing itself was the research. I live in a small coastal town in Alaska—a world apart from Kinfolk Creative’s usual terrain—and yet they nailed the tone, the nuances, and even the hyper-local keywords that make my hometown and work so unique.”
