Working with Danielle was an honor, considering she’d been in business for a DECADE before even thinking about hiring a website copywriter…

And then, once our project was over, she told me the only reason she ended up investing in website copy was because of me. 😏

(How’s that for a sign to keep yapping about your services?! She said she loved my newsletter & that was *the thing* that convinced her to work with me.)

& THANK GOD SHE DID – because her website is one of my most favorite photographer websites I’ve written in all my time as a website copywriter! It’s also become a go-to example for me (for tons of reasons!) while I’m teaching website copy, too.

The Client

Meet Danielle Defayette — a ridiculously experienced and ridiculously talented wedding photographer who has been in the game for 12+ years, shot millions of photos, and has worked with almost six hundred happy clients.

She’s all about making her couples feel comfortable in front of the camera, without sacrificing the Vogue-worthy style of their photos.

The Website Copywriting Lesson

Because I’m both a website copywriter and a website copy educator, I often use my own client work as examples in my courses, workshops, and content.

(I’m a very teach-by-example educator bc I mean… what better way to show off exactly how to do something, then share exactly how it’s done?!)

Danielle’s website is a masterclass in why some websites need both a main “Services” page in addition to individual landing pages for specific services.

I use her website to explain the appropriate time to do this all the time.

My general rule of thumb is:

If you cannot use the same messaging to describe all of your services, they each need their own page.

Of course, I’ll use Danielle’s site as the example.

She offers LOTS of varying photography packages: wedding photography, family photography, engagement photography, boudoir photography, branding photography…

And because they’re so different, we can’t use the same words to sell each service.

Readers interested in booking her wedding photography package aren’t going to want to read the same things (or have the same questions!) as the people interested in booking her for their newborn shoot. They’re too different!

So, instead, we chose to have a landing page for ALL of her services, in addition to individual services pages for wedding photography and family photography and the rest of her offerings.

Here’s a brief example of the difference in the pages:

My Favorite Parts

I never thought I’d have a reason to work in Yoda on a wedding photographer’s website, but hey, I do what my clients want!

Danielle’s About page starts off with a headline I’m obsessed with…

And then we continue on to say:

“Hi, I’m Danielle — and making people feel comfortable is my specialty.

Choosing the right photographer is about so much more than just how well they can take your photo; it’s about how they make you feel when you’re behind the camera — that’s why I put so much emphasis on the experience of putting people at ease. 

Your intimidating, hard-as-nails uncle? Let me at him. Your super-shy little cousin? Not anymore! Tough-to-please grandma? We’re about to be best friends.”

Then, we follow up that initial intro with this:

The About page is often the toughest to write, but in almost all of my projects, it ends up being my favorite page.

The Rave Review! (Danielle’s the best)

“I owned my business for nearly ten years before investing in copywriting services and Sara is truly the only reason I did. I hired her because she was one of the only people on the market whose emails I routinely found myself devouring week after week and whose Instagram posts truly stopped my scroll every single time.

At this point, I’ve worked with Sara on multiple occasions and it’s always been an investment that has quickly paid for itself! I swear I tell just about everyone how incredible she is all the time. She has this incredible ability to write copy that, quite frankly, sounds more like me than I do.” – Danielle

Want a website like Danielle’s?

Then you’ll want to hire me to write your website copy, buy a template from Tonic Site Shop (use my code “BTLCOPY” for 15% off of anything from them, by the way!) and hire Sarah Kleist to customize your template.