Stacey Morris, owner and founder of Mirror Mirror Makeup Artistry in Toowoomba, Queensland, describes her old website copy as an “ugly little patchwork” which had bourne the brunt of years of information overload.

Any time a client asked a question, or she thought of a useful tidbit, Stacey would (in her words), “jam it in amongst the existing copy, and it was just getting to be too much of a mish-mash!”. Given her lengthy corporate background, her copy always sounded too avoidant and professional, rather than warm and inviting and meant she needed targeted copywriting for wedding businesses.

Aside from the lack of cohesion and ‘busyness’, Stacey was relatively content with her copy. “I thought it was okay/acceptable because the feedback I received from existing clients was that it was informative and helpful. And, as websites do, it took the burden off me administratively, because clients could get quick answers via my website instead of waiting to hear from me". 

However it wasn’t until she stumbled across another website copywriting project for our client, Sarah Neill, that the cogs began to turn.

“I realised that copywriting for wedding businesses could be informative AND beautiful at the same time. My past experience with copywriting was that it could only be one way or the other. And given my copy was ticking one box (the informative one), I never considered revisiting my copy or having someone redo it". 

“In the past, I'd had copy written and unfortunately it was pretty average. Which means that was my general perception of all copywriters. So when I saw what you could do, I was totally surprised and in love straight away. You were an obvious choice without a doubt". 

While website visits and enquiries for Mirror Mirror Makeup Artistry are seasonal, matching the ebb and flow of wedding season, Stacey has emphasised that her conversion rates have increased significantly. Thanks to a targeted SEO keyword strategy and improved internal linking and site structure, Esme; Copywriting Studio was able to create a harmony between improved search ranking and enhanced reader experiences.

Because the new website copywriting speaks directly to her ideal audience, we’ve achieved more targeted, quality page impressions and better conversion rates. Aside from being profitable, quality leads have also reduced administration overwhelm and increase serviceability for Stacey and her team.

Interested in seeing what we can achieve together? We’re here with the creative edge, for whenever your words need it. Request a website copywriting quote.