Kitty Loves Love
A vibrant and genuine tone of voice and no.1 Google ranking for a non-traditional elopement photographer.
The brief
Cathy aka Kitty Loves Love is a wedding photographer who documents small, non-traditional weddings in Perth.
She had a stellar portfolio and was busy building a website to showcase her work.
But Cathy knew her photography alone wouldn’t differentiate her from the swarm of photographers competing for work.
Success relies on defining a brand and expressing your personality through content to attract your ideal client.
You also have to be found. Cathy wanted to appear in Google search results – a tall order in the crowded wedding market – and knew SEO copywriting would help.
The discovery
After filling out my brand brief, Cathy and I sat down for a coffee so I could get to know her approach to photography and the audience she wanted to reach.
Jacked up on caffeine, we workshopped Cathy’s packaging, approach and how we could frame her services to resonate with her audience.
Cathy was considering specialising in non-traditional weddings, such as city elopements and backyard weddings.
Getting a real-time sense of Cathy’s vibe helped me capture it in words.
The audience
Cathy’s ideal clients are people who plan their weddings based on personal meaning rather than societal expectations.
They're drawn to intimate celebrations because these weddings allow for genuine connection.
And photography? Cathy’s clients aren’t interested in cookie-cutter poses. They want candid photos that capture genuine emotions.
Trust is their biggest concern. They worry about hiring a photographer who will make them feel awkward or produce images that don't feel like "them."
The messaging
“Everyday lovers” naturally emerged from a brand narrative that spoke directly to non-conforming couples who despised the “daddy’s little girl” type weddings. Their idea of the perfect day would be a party in an inner-city loft or a backyard BBQ. “Swooning behind the lens” was Cathy’s idea, a representation of her love for documenting love in all its raw reality.
The tone
Kitty Loves Love’s tone of voice had to embody Cathy’s vibrant and genuine personality. I created an energetic tone of voice that evokes modern romance and nostalgia without sounding stuffy or clichéd. Words like “real” and “honest” capture Cathy’s candid photography style. Words like “totally” and phrases like “my jam” grounded the copy, making it sound like you’re texting a friend.
The structure
Content planning is a knife fight between brand and SEO (brand should win by the way). I designed a website structure that showcased Cathy’s key services while targeting desirable SEO keywords, enabling it to rank on Google and ultimately attract her ideal client. Once visitors arrived on Cathy’s website, they knew she would be the one to capture their big day.
The SEO strategy
Many couples search “Perth wedding photographer” while planning their wedding.
That would be the obvious keyword to target, right?
But high-traffic keywords are often competitive, i.e. without a huge SEO budget, you’ll unlikely rank for them.
In these scenarios, it’s wise to target alternative keywords related to your niche.
Audience research suggested Cathy’s audience would likely search keywords like “elopement photographer.”
SEO statistics revealed that there was indeed traffic for these keywords, so I developed a strategy to get Cathy to rank for them.
The copy
After getting to know Cathy, writing copy for Kitty Loves Love was an absolute joy.
I absorbed her vibe and understood her ideal client's desires, then crafted copy that feels like a casual conversation between friends.
“So you want photos, but not cringeworthy ones. No cheesy smiles, awkward hugs and fake romance, right? Got it.”
By identifying what couples don't want and then painting a picture of what they do, Cathy's potential clients will immediately think, “This person gets us. Cathy is the photographer we need."
I made sure to weave in insights about who Cathy is as a person. These personal touches created intimacy between her and her audience, putting wedding-stressed couples at ease
“You’re planning a meaningful day with you, your love and your favourite gang.
A small, chilled-out celebration or city elopement. Congrats!
So you want photos, but not cringeworthy ones. No cheesy smiles, awkward hugs and fake romance, right? Got it.
So when it comes to a wedding photographer...
You want someone to take honest photos – split-second snaps of everyday moments. Photos that reflect your relationship for real.”
The outcome
Since launching, Kitty Loves Love has become one of Perth's most sought-after alternative wedding photographers. Cathy has been featured in Hello May, Together Journal, Rock n Roll Bride and more.
Kitty Loves Love ranks no. 2 on Google for "Perth wedding photographer" (behind my other client) and no. 1 for "Perth elopement photographer," receiving a steady stream of enquiries.
But most importantly, Cathy married her darling Jess and got to experience the very type of meaningful wedding day she helps create for couples every weekend for her clients. Congrats!
“Naomi is a copywriting angel. The whole process was so easy and enjoyable! Loved working with Naomi on the creative brief and felt she completely understood what I wanted and how to word it so that it sounded authentically me. I've already recommended Naomi to other creatives – she's great!”
- Cathy Stewart, Kitty Loves Loves