Copywriting Guide

Copywriting is the process of creating written content for your website. Good copywriting helps your website rank well in search engines and persuades visitors to take desired actions.

Define Target Keywords

Before writing content, define the target keywords for each page. Target keywords are the words and phrases that people use to search for your products and services.

Wedding Photographer Suggestions

Wedding photographers should consider targeting keyword phrases that include location information:

• Wedding photographer + city name
• Wedding photography + city name
• City name + wedding photographer
• City name + wedding photography

Target Keyword Examples:

• Los Angeles wedding photographer
• Wedding photography San Francisco
• New York City wedding photographer
• Chicago wedding photography

Portrait Photographer Suggestions

Portrait photographers should consider similar patterns:

• Portrait photographer + city name
• Family photographer + city name
• Headshot photographer + city name

Target Keyword Examples:

• Dallas portrait photographer
• Family photographer Seattle
• Atlanta headshot photographer

Investigate Keywords

Use keyword research tools to investigate the popularity and competition of your target keywords. Tools like Google Keyword Planner, Ubersuggest, and SEMrush can help you understand search volume and competition levels.

Review Top 10 Search Results

Search for your target keywords on Google and review the top 10 results. This review helps you understand:

• What type of content ranks well for those keywords
• How much content top-ranking pages include
• What topics and subtopics are covered
• The quality and depth of existing content

Consider Searcher Intent

Understanding why someone searches for a particular keyword helps you create content that meets their needs. Searcher intent generally falls into these categories:

• Informational: The searcher wants to learn something
• Navigational: The searcher wants to find a specific website
• Transactional: The searcher wants to make a purchase or take action

Research Topic

Before writing, research your topic thoroughly. Review competitors' websites, read industry publications, and gather information that will make your content comprehensive and authoritative.

Write Content

Titles

Page titles should include your target keyword phrase. Titles help search engines and visitors understand the topic of each page. Keep titles between 10 and 55 characters for best results.

Lead

The lead is the opening paragraph of your content. It should immediately engage readers and include your target keyword phrase naturally.

Body

Write comprehensive body content using the 5W+H framework to thoroughly cover your topic:

Who

Minimal Example: "John is a wedding photographer."

Basic Example: "John Smith is a professional wedding photographer based in Los Angeles."

Expanded Example: "John Smith is an award-winning wedding photographer based in Los Angeles with over 10 years of experience capturing love stories throughout Southern California."

Detailed Example: "John Smith is an award-winning wedding photographer based in Los Angeles, California. With over 10 years of experience, John has photographed more than 500 weddings throughout Southern California. His photojournalistic style captures authentic moments that tell each couple's unique love story."

What

Minimal Example: "Wedding photography services are available."

Basic Example: "Professional wedding photography services include full-day coverage and edited digital images."

Expanded Example: "Professional wedding photography services include engagement sessions, full-day wedding coverage, edited digital images, and custom album design."

Detailed Example: "Professional wedding photography services include complimentary engagement sessions, full-day wedding coverage from preparation through reception, 500+ edited digital images delivered via online gallery, custom album design with premium materials, and a second photographer for comprehensive coverage."

When

Minimal Example: "Bookings are available year-round."

Basic Example: "Wedding photography is available year-round with advance booking recommended."

Expanded Example: "Wedding photography is available year-round. Advance booking of 6-12 months is recommended for peak wedding season (May through October)."

Detailed Example: "Wedding photography is available year-round throughout Southern California. Advance booking of 6-12 months is recommended, especially during peak wedding season from May through October. Weekday weddings and off-season dates may be available on shorter notice. Contact us to check availability for your wedding date."

Where

Minimal Example: "Serving Los Angeles."

Basic Example: "Wedding photography is available throughout the Los Angeles area."

Expanded Example: "Wedding photography is available throughout Los Angeles County and surrounding areas including Orange County, Ventura County, and Santa Barbara."

Detailed Example: "Wedding photography is available throughout Southern California, including Los Angeles, Orange County, Ventura County, Santa Barbara, San Diego, and Palm Springs. Destination weddings are also welcome with travel fees varying by location. Popular local venues include Malibu Rocky Oaks, The Resort at Pelican Hill, and Rancho Las Lomas."

Why

Minimal Example: "Professional photos capture your memories."

Basic Example: "Professional wedding photography preserves your most important memories with high-quality images."

Expanded Example: "Professional wedding photography preserves the emotions, details, and moments of your wedding day that you might otherwise miss. High-quality images become treasured family heirlooms."

Detailed Example: "Professional wedding photography preserves the emotions, details, and fleeting moments of your wedding day. While you're busy celebrating with family and friends, a professional photographer captures candid reactions, intricate details, and milestone moments. These high-quality images become treasured family heirlooms that tell the complete story of your celebration for generations to come."

How

Minimal Example: "Contact us to book."

Basic Example: "Contact us via the inquiry form to discuss your wedding photography needs and check availability."

Expanded Example: "Contact us via the inquiry form to discuss your wedding photography needs. After an initial consultation, we'll create a custom photography plan tailored to your wedding day timeline and vision."

Detailed Example: "Getting started is simple. Complete the inquiry form on our contact page with your wedding date, venue, and vision. We'll schedule a complimentary consultation — in person or via video call — to discuss your photography preferences and wedding day timeline. After the consultation, you'll receive a custom proposal with package options. A signed contract and retainer secures your date."

Revise Content

After writing your initial draft, revise your content to improve clarity, accuracy, and SEO effectiveness:

• Read your content aloud to identify awkward phrasing
• Verify that target keywords appear naturally throughout the text
• Check spelling and grammar
• Ensure content is comprehensive and addresses searcher intent
• Add headings to break up long sections
• Review content length (aim for 200-500+ words per page)