If you know me, you know I’ve always been a writer. I was the girl scribbling cheesy poems and half-formed story ideas into the margins of her homework papers. And honestly? I wasn’t too bad at it—cheesy poems aside. But knowing how to write a story is a lot different than knowing how to write a website. And yet, I did eventually take on the title of website copywriter, so sometime between ninth grade study halls and adulthood, I must have figured it out. 

Through lots of education (and even more experience), I learned how to write website copy for wedding vendors that feels honest, authentic, and grounded in who you are. And the websites I write are not just flashy sales pages. They’re not just stale biographies. They’re strategic, intentional, story-oriented platforms that introduce who you are, explain your value, and persuade readers that you aren’t just a wedding vendor, but the wedding vendor they’ve been searching for. 

So, if you’ve ever wondered what actually happens in my website copywriting process, you’re in the right place. This blog contains my unadulterated, step-by-step process of writing personality-packed, strategic websites that get you found through organic search by the people who really want you. 

Part 1: Website Strategy 

The first step of my website copywriting process is strategy. As soon as we begin working together, I will send you the Brand Voice Questionnaire. I want you to answer every question as fully and completely as you can, because this is what I use to start building your strategy! Because every good website starts with a website strategy. If it doesn’t have a strategy, trust me, you don’t want it. 

After you fill out the questionnaire, we hop on our strategy call, which I lovingly refer to as Brand Therapy. Here, we dive deep. I ask you even more questions about the answers you gave on the questionnaire. I want to understand not just your business goals, but your real-life, human goals (because that’s what really informs our business decisions). 

After that call, I’ll take about a week and a half to develop your Brand Voice Handbook—aka, your website strategy. 

I take everything you’ve told me through your questionnaire and strategy call, and turn it into an easy to understand guide that walks you through who you are as a business owner, the audience you’re trying to attract, your brand values, and, of course, your SEO strategy. 

Let’s break it down. 

Your Unique Selling Proposition 

This is what sets you apart from all the other wedding vendors who do what you do. Yeah, there are a lot of wedding photographers out there. But none of them offer your unique perspective, approach to color editing, and steady presence on the wedding day. This is what I mean. Your unique selling proposition (USP) is what makes you you. And you need to know this to write strong, distinctive website copy. 

Your Brand Values 

As a wedding vendor, people are hiring more than a product. They’re hiring you. Vendors are often more of a personality hire then we like to admit. Which means that your strategy is about more than the service you sell. It’s about you. 

Your brand values are another thing that set you apart from other vendors, but more importantly, they reflect who you are as a person. And these values should resonate with the people you want to work with, waving a green flag that you’re everything they want: trustworthy, dependable, creative, inclusive… whatever is important to you is often what’s important to them. 

(Psst! This also helps weed out the people you don’t want to work with, which is just as important as attracting the people you do!) 

Your Ideal Audience 

Knowing you want to appeal to millennial women, or queer Gen Z couples is great, but we’ve got to get more specific. This is the part of the website copywriting process where I become a total stalker. I research your ideal clients’ age ranges, job descriptions, wedding budgets, lifestyle habits, locations… and lots of other stuff that would be creepy if it wasn’t so darn important. We call this market research. 

Your Brand Voice 

Once you have a clear picture of who you are and who you want to work with, you can start to develop your brand voice. This is the way you talk, write, and represent yourself online. Some people are super casual. Others prefer a more refined approach. Most of us land somewhere in between. 

Your brand voice is an extension of you. It should feel natural. The goal is for you to feel comfortable with how you’re showing up online and for your future clients to feel like they know you just by reading the words on your website. If you sound one way online, but then another way when you actually get on a consult call, it creates a disconnect. And that disconnect breeds distrust. And couples don’t hire vendors they don’t trust. 

SEO Strategy 

This is where the magic happens. By blending your brand voice and personality with strategic keywords, you ensure that the right people land on your website. And honestly, SEO really does feel like magic sometimes—in that the internet makes it sound confusing and complex and like you need to sacrifice your firstborn to please the god of Google. 

In reality though, it’s pretty simple. SEO (aka, Search Engine Optimization) is improving your website in a way that search engines understand. It’s using things like keywords, which are phrases that search engines use as indicators of what a website is about. It’s about ensuring your website is structured so that search engines can easily crawl it, learn what you do, and place your website in the correct searches. 

SEO is like a matching game. Someone types a query into their search bar (or uses AI, they’re built on the same structure!), and the search engine finds websites that match the query. The easier you make it for search engines to figure out what you do, the easier it is to get matched. The more the search engine understands about you, the higher you rank in search results. 

A lot more goes into it, of course, but that’s the gist. Congrats, you now understand the basics of SEO. 

Behind the Scenes of My Website Copywriting Process for Wedding Vendors 

The goal of this isn’t just to write a strategy, but to write a strategy that is aligned with your vision and goals. So of course, you need to approve it!  Your feedback is an invaluable part of the website copywriting process. You’ll receive Brand Voice Handbook via Google Docs so you can highlight sections of it and leave a comment telling me what you think. 

Usually, those comments look something like this: 

After receiving your approval, I dive into the writing process, which you can read about here! But really, none of that matters if you don’t have a website strategy. This, right here, is the meat of what I do. Your strategy informs every creative decision I make, and ultimately determines the end result of our work together. 

So yeah, it matters. A lot. 

Website strategy is part of every single custom website copy package I offer, but because it’s so important to your business as a whole, I offer it as a stand-alone service! The Brand Voice Handbook is your guide to understanding your brand and connecting with your ideal clients, both online and in person.

Reach out to learn more about The Brand Voice Handbook or to book your Custom Website Copy package!