My Beautiful Bride is a wedding photography website run by Michael Clements. This London based artist mastered his skills while being photographer to celebrities such as Angelina Jolie, Adele, Mighty Boosh and more. He’s additionally worked for a number of high-end fashion magazines.
Michael is now using his trained eye to record wedding days for couples wanting something bit more edgy.
You see, he’s not just wedding photographer – he’s specializing in alternative wedding photography. Vintage, rock n roll themes are right up his alley.
Michael’s website unfortunately suffered from a common problem faced by businesses trying to make it in a busy marketplace. He targeted very generic keywords ‘London wedding photographer’, which meant he was swamped by a competition in the race to the top place in the search engines. His website didn't have the prime Google position – essential to attract organic traffic.
Michael knew his niche – alternative weddings – well and had the skills to compete with most experienced wedding photographers. His shots were a proof to that. What he needed to polish was his branding and SEO.
He got in touch with freelance content writers at Rock Paper Copy in order to optimize his website.
Optimizing the website
We exchanged few phone calls to confirm Michael’s priority and established that SEO was predominantly on his to-do list. After drafting a work schedule, we got to work.
Improving visitors’ journey
The generic Info page was split into three separate pages, re-naming each one to: Wedding Info, FAQ and About. Michael previously had bit of everything on one page, which didn’t give his visitors the information they needed to make an informed decision. We added more content to each of the pages, kept most important ones (Wedding Info and About) in the top navigation, while placing FAQ in the footer menu.
We have also highlighted the fact Michael is a renowned photographer to the stars and edits his photos to world-class standards.
That was one of his main selling points! Including direct CTAs (calls to action) on each page and linking pages with each other improved customers’ journey and allowed Michael to influence customers’ decisions.
Branding and tone of voice
As My Beautiful Bride is in a visually oriented niche, the soon-to-be brides can be very demanding to the appearance of the service providers for their Big Day.
Search engine optimization
Each page got custom titles and images got alt tags. Optimized site description was crafted utilizing Michael’s target keywords. This text is displayed in the search engines results page.
Michael also mentioned he wanted to use H tags for all his key information, therefore we used H1 tags for each headings and homepage mid-section, H2 for mid text and H3 for the footer and minor information. These tags are important from Google’s perspective and will help Michael’s website to rank better in the long run.
The additional feature of an Instagram feed was added and a brand new page Press was created to showcase Michael’s work as it appeared in the bridal publications.
We also helped Michael with creating Portfolio, centralizing the text in the homepage gallery and setting a primary domain in order to improve his SEO.
The changes took big part of two days to implement. Having really enjoyed working on Michaels’ website, I look forward to more projects like this in the future!