This project is coming out of the archives– Adrienna and I worked together in 2022 and her messaging and copywriting is still serving her well! Since her copywriting project, Adrienna has become a renowned wedding industry speaker and authority in the wedding space. Enjoy this website copy case study that shows what’s possible when the words on your website sell on your behalf and your messaging clearly conveys why you are the best choice for your ideal clients.

When Adrienna of Ava and the Bee reached out, the copy and voice of her brand didn’t feel connected. Even though her and her team regularly write content for clients, creating the messaging for her own business felt daunting. 

After being in business for several years and building her team, Adrienna had seen success. But because she began her business as a VA (and even teaches VAs who work in the wedding industry), the perception that she was an assistant and not a marketer was still following her years later. She wanted to convey how far her business had come, the full-service aspect of her offers, and extensive expertise in the wedding industry.

BUSINESS

Boutique Marketing Agency for the Wedding Industry

PROJECT SCOPE

The Complete Anthology – Customer Interviews, Foundational Messaging, Website Copywriting

BRAND VOICE

Warm  / Personality-Driven  / Service-Minded / Welcoming / Transparent / Driven

BRAND & WEB DESIGN BY

With Grace & Gold

What were the goals of this copywriting project?

• Help her continue to grow into an industry leader as a wedding marketer and clearly stand out from virtual assistants offering similar services for lower prices. That meant moving away from virtual assistant language, both from an SEO standpoint and a brand perspective.

• Demonstrate and convey expertise in the wedding industry; Adrienna owned multiple wedding businesses before pivoting to marketing for wedding professionals. That lived experience is key to her expertise as a wedding marketer.

• Re-vision the message to better convey values, style, and approach. We were excited to give her copy more flair so she could connect with the right people.

What did we learn in voice of customer research?

Through our voice of customer research, we found several things to be true: Clients were initially nervous to outsource, they wanted to work with someone with specific expertise in the wedding industry, and they cared about a data-driven approach.

From the voice of customer…

• “An expert in all things weddings”
• “The freedom it gives you to not look at social media constantly– I would give any amount of money for that.”
• “I had a lot of things I didn’t enjoy doing, that I wasn’t necessarily knowledgeable at doing and that weren’t getting done.”
• “As creative business owners, our businesses are our baby. It’s really hard to think that you can have someone care about your business as much as you do, but she shows it, she proves it.”

How did we position the brand?

Main tagline: Create a client experience before they even begin planning the wedding.

A core pillar of Adrienna’s message is the idea that couples are researching weddings far before they start reaching out to wedding professionals. We wanted to be sure to highlight this core mindset up top

Positioning on the Homepage: You don’t want to outsource to just anyone. What you need is a strategic marketing studio who knows the wedding industry just as intimately as you do — Someone you trust to strategize and create powerful content marketing that does the work of attracting your couples. After all, you don’t need more inquiries — you’re ready to attract amazing couples that you’re positively excited to work with.

In the positioning, it was key to speak to the clients’ feelings about outsourcing, but in a positive way that makes them excited to move forward.

What was the result?

“Since launching, our inquiries overall have been so much more aligned, and a lot of them comment on how approachable but expert we are, which I know has to do with copy.”

“While I write for clients daily, coming up with copy for my own business, especially my website, was so daunting! I had tried to DIY for so many years but knew it was holding us back from the dream clients we wanted.

Working with Kayla was a dream! She made the whole process so clear and really made sure to dive into our business and learn everything about it. I loved that she did client interviews and spoke to some of our favorite clients to get insight on why they chose us and incorporated their words into the copy, since it really speaks to our audience SO much better.

Now, our copy portrays us as not just experts but as someone that our clients can trust. Kayla took all of the ideas in my head and created beautiful copy that tells our story, while also being strategic and answering all of those pain points that our clients have.

Not only does our website have clear messaging, but now our marketing across the board does! I love having our messaging guide whenever writing so that I am focused on our core messages.”

• Adrienna, Ava and the Bee

Are you ready for website copy and messaging that sells on your behalf and gets you noticed by ideal clients?

Since 2018, I’ve helped hundreds of creatives, online service providers, wedding pros, and coaches hit publish on website copy that feels less like a sales pitch and more like their audience’s favorite book. As a website copywriter, I craft words that get you noticed and booked.

Explore my portfolio for more website copy case studies, and contact me to explore how we can write words that sell your services and position you as an authority in your industry.