How website copy can connect AND conquer
Eilish Burt is a New Zealand wedding photographer & entrepreneur.
She wanted to rank higher on Google.
We helped her do that… and so much more.
At a glanceΒ π
“I wanted to be on page 1 of Google and now I am and it’s all because of you guys!”
SEO wins π
1st result for 18 of her target keywords.
AI search π€
1st result for a wide range of prompts.
Heartfelt words π«Ά
Copy that tells her story in a way that connects.
Meet Eilish
An incredibly talented photographer and NZ Wedding Vendor Finalist 2024.
How she found Pepperstorm π
Eilish was recommended to us by a leading photographer & business coach who we’ve worked with in the past.
She started with our basicΒ SEO CheckΒ service.
Once she saw the initial results, she returned for aΒ Website Supercharge + Full Rewrite.
Eilish's goals π―
β‘ Rank higher on Google for keywords so thatΒ more clients discover her online.
β‘ Make sure that her site isΒ fast, findable & easyΒ to navigate.
β‘ HaveΒ unique copy that truly represents her brand, backstory & niche style of photography.
The journey
How Eilish went from having a website with messy SEO…
β¬οΈ
To being the first result on Google & AI search with heartfelt copy that connects & converts.
𧩠Brief
β‘ Eilish overcame serious illness in her early twenties to become a leading NZ wedding photographer.
β‘ Her infectiously positive attitude and love for life is one of the many inspiring elements of her character.
β‘ We needed to write words that stay true to her while also being ‘searchable’ and persuasive for new visitors.
β‘ The website user journey & keyword strategy needed to be carefully planned out to accommodate these aims.
π‘ Strategy
β‘ We discussed her brand & business goals and created an ideal client persona.
β‘ We used this persona to perform deep research on her target audience, analysing search intent, keyword competiveness & locations to create a range of suitable keywords & keyphrases.
β‘ We trialled a few of our writers to ensure that we could capture her perfect brand voice.
β‘ Execution
β‘ Copywriting: As her story is particularly unique, we collaborated on the ‘My Journey’ & ‘About’ sections.
We lightly edited her own words and then created fresh SEO-charged copy for the other pages in order to attract a wider audience.
β‘ SEO: We swung for the rafters with her primary keywords, e.g. ‘Bay of Plenty wedding photographer’ & ‘Wedding film photography New Zealand’, as we were confident that her brand & example images could support these goals.
We also included niche keywords around her style of photogrpahy, e.g.Β ‘Vintage wedding photography in New Zealand’ & ‘Nostalgic family photography in New Zealand’, to filter for her ideal audience.
β‘ Site health: We completed a full SEO Audit & Site Health Check to make sure her website was running as quickly and smoothly as possible.
π Outcome
β‘ Copy: The words on her website connect with visitors, educating them about her brand while filtering for her ideal kind of client.
The SEO-charged areas do the heavy lifting in searchability, while the heartfelt copy tells her story.
β‘ SEO: She is ranking very highly on both Google and AI search for a huge range of her target keywords (see below for her results!).
When potential clients search Google or chatbots for phrases related to her services, she’s right there every time.
β‘ Site health: Her site is fast and easy to navigate, making it the ideal resource for clients to deep-dive her brand and then get in touch for more information.
β‘ Ongoing content: We now help create newsletters every month and are her go-to for any other SEO/copy projects.
Β The Pepperstorm Process
This project timeline shows our communication with Eilish as we took her site from the SEO wilderness to the top of Google Page 1.
Week 1: Onboarding & Keyword Mapping
We learn about her brand, business goals and target audience and create a targeted keyword strategy.
Week 2: Brand Voice Process
Our copywriter and project manager work closely with Eilish to develop a brand tone that she is 100% happy with.
Week 3: Copywriting & Editing
We create drafts of her website copy on shared Google Docs so that she can leave feedback and approve once it’s perfect.
Week 4: SEO Audit & Health Check
We upload all of the copy, implement the SEO, run a full site health check and then deliver a comprehensive handover.
Eilish’s results π
We use Google Lighthouse, GT Metrix & keyword tracking to measure our clients’ progress.
π― Primary keywords: Google 1st result
π― Primary keywords: Google 1st page
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π©Ί Site Health
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π‘ Best Practices
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π SEO
Google search π
Her site is the first result on Google for a wide range of her target keywords, meaning future clients immediately see her when they search for her services.
AI search π€
We placed ‘conversational keywords’ throughout her copy to help her rank in AI search.
She is the first result for a wide range of AI search prompts, which is essential as couples are increasingly searching for photographers using ChatGPT, etc.
Words βοΈ
We’ve written and edited brand-voice copy for Eilish’s website, newsletters and how-to guides.Β
This content positions Eilish as a local expert and industry leader, assuring couples that she is the right choice.
Testimonial
The video below discusses how the Website Supercharge has boosted Eilish’s brand visibility, attracted more passive leads and delivered content that she is truly proud to present to her audience.
Giving Pepperstorm this 5 star review will be the easiest task I do today… because wow!
What can I say, but THANK YOU!
Nicole has been beautiful to converse with and the communication has been awesome.
So much so, that there would always be a wee spring in my step every morning when I woke up because I knew there would be an exciting email from her (time difference thangs).
Nicole and her team absolutely nailed the briefβmy style is quite niched so I wanted to be sure they understood that too, which they absolutely did.
Since Pepperstorm finished finessing my website, I embarrassingly admit I have “ooooh” and “aaahhh”ed over it more than 100 timesβlol!!!
I am so damn proud of my new and improved website and that is all thanks to the Pepperstorm team, THANK YOU!!!
Eilish bloody loves you xxx
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