Ranking well in competitive market
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.
We started by centralizing the logo and placing it at the top of the page. That allowed room for more links in the top navigation, adding to the user experience.
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. Our Ecommerce Experts 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.
Therefore branding, color palette and the right words make all the difference between someone staying on the website and hitting a back button. Page titles, font color and social media styling on Michael’s website needed bit of TLC to create a whimsical sophisticated atmosphere.
LSI keywords were used throughout the copy in order to avoid the ‘keyword stuffing’ penalty.
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.
Our Ecommerce Expert 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!
Freelance Content Strategist. Helping brands find a right voice, one story at a time. Passionate about animal onesies, meaningful conversations and well-spoken people
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