The Jemima Richards Photography Project

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The BTL Client

Jemima Richards is a digital and film wedding photographer for New Englanders and adventurers, woo-woos and weirdos.

And she’s not here to fuck spiders.

(You’ll have to read her about page for that last one to make sense—unless you’re Australian. Then you already get it.)

The Project Details

We collaborated on Jem’s website copy, and this project was so much fun—sure, because of how much I love my job, but moreso, because we got to actually have our meetings in person. The extrovert in me was ecstatic when she reached out, because I so rarely get to work with people who actually live close enough to meet in real life – something I was dying for in 2022, after two long years of everyone so isolated from each other.

The Goal

The one thing Jem did not want was her website to be anything like other wedding photographers. She wanted her personality clearly communicated, which was exponentially easy for me to do, given how genuinely interesting she is—and how different her story is from everyone else’s.

I mean, come on – Australian immigrant, Uruguayan background, badass power lifter, advocate for women’s strength sports, cool with swearing on her site? Count me in.

We also wanted to showcase exactly who her ideal client is, so there would be no confusion when they landed on her site whether Jem is the photographer for them.

(And I might be biased…but I think we definitely accomplished that.)

The Best Part

When I first read “I’m not here to fuck spiders” on Jem’s questionnaire, I immediately thought, “yeah, that’s going on her site.” I mean, is there anything more her than that?

I usually have one or two moments like this when I sift through my clients’ questionnaires, but this time I had an almost visceral reaction to it. It was a *must* that we include it on her site.

At our kickoff meeting, when I eagerly asked her if we could use the phrase, she told me that she likes it so much she even has it tattooed. Yep, that fact is a must-include, too.

The Final Product

To view the live site, head over to, and immerse yourself in the moody, magical experience that is Kat Cosma‘s brand and website design. She describes her design style as “daringly different” and she describes her audience as “artsy, bougie, and nostalgic” – and I couldn’t agree more. Click here to view another BTL x Kat Cosma creation.

“Before working with Sara, I felt stressed—I absolutely hated writing my own copy and a rebrand is SO scary, so Sara was a breath of fresh air. Her communication throughout the entire project was amazing, and I felt very relaxed, calm, and satisfied in knowing that I had someone in my corner who *got* me, and who would write great web copy for me.

If you’re looking for someone to make you sound like an actual person, and who can really just find your voice, Sara is the one to do it—she made the entire process so streamlined and easy!”


I’d welcome more clients like Jem because she…

  • Knew what she wanted (and what she didn’t want)
  • Was open to my collaborative process
  • Matched my energy and was nothing but nice for the duration of our entire project
  • Had faith that I’d deliver a bomb website copy draft 😉
  • Bonus! Introduced me to a new fave coffee shop

If we haven’t had the chance to *virtually* meet yet, hi! I’m Sara Noel—website copywriter and marketing mentor for creatives, copywriters, and all-around cool people. If you like my content and you want even more BTL in your life, here are a few ways you can connect with me:

Subscribe to my newsletter! I send one marketing tip, once a week – and, according to my subscribers, it’s “the best marketing newsletter on the Internet” and “the only reason to wake up on Tuesday mornings.” So… yeah. You’ll love ‘er. 😏 Click here to subscribe!

Check out my services. I write website copy, sales pages, email sequences, blog posts, and brand messaging guides for entrepreneurs of all kinds! Maybe you’re my next favorite client.

Read the rest of my blog. It’s home to everything from copywriting tips, to marketing education, to freelance advice, to portfolio-worthy projects… if you like this post, you’ll love the blog. Here’s a quick roundup of my most popular posts.

Sign up for my web copy course. Actually, it’s not *only* about website copywriting—I also teach modules on copywriting basics, developing your target audience, search engine optimization, blogging, and email marketing.

Enlist me as your mentor. I have an entire in-depth blog post about my one-on-one consulting process for new and aspiring copywriters, if you’re interested in having a big-sis-style mentor to help you grow your freelance copywriting business & get results.

To get in touch with me directly, send me a DM or email Have a great day!

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Hi, I'm Sara—Website Copywriter & Marketing Mentor.

If you're an entrepreneur, business owner, or course creator with big dreams of success and growth—and a big, scary blank document standing in your way every time you sit down to write your own copy—nice to meet you, I'm your new solution. 

Through what I like to call sales-focused storytelling, I'll help you find your brand's voice, perfectly position your offerings, develop your target market, and write copy that resonates with your ideal audience. And I'll do it all while keeping your personality at the forefront of every draft, to ensure that each word aligns with your true self. 

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There's no better feeling than having the complete support of a trusted, dedicated mentor by your side as you navigate your journey as a new freelance copywriter. 

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