Case Study

Photography Client: by Kristina Baraba

Service Provided: SEO Website Copywriting

Table of Contents

Kristina Baraba is a storytelling photographer based in London. Her mission is to capture photo stories of people, communities, traditions, and their connection to the land.

Problem

I’ve known Kristina for the past two years. During this time, I provided her with informal guidance on SEO and copywriting as she worked to put together her website. She did a good job with the tools and knowledge she had, but she struggled to find a way to develop her value proposition, implement on-page SEO, and boost her online presence.

Goals

Understanding the importance of a website copy that answers who she is, who for, and how it benefits her clients, we set up two main goals:

Goal 1: Develop a value proposition and brand guidelines to create awareness of her photography style.

Goal 2: Write 3 SEO-optimized website pages that reflect the brand voice, style, and tone and that will enhance her online visibility and value proposition.

Project Overview

To develop Kristina’s value proposition and brand guidelines, I provided her with branding, client avatar, and value proposition questionnaires to complete by a mutually agreed deadline. The brand questionnaire helped me dive deep into Kristina’s brand’s identity and values. This information helped create her brand story for her website in a way that would resonate with her target audience.

The client avatar and value proposition questionnaire helped me gain a clearer understanding of who Kristina’s ideal customers are, what they value, and how she can effectively communicate with them. I also completed SEO keyword research, developed multiple value propositions, and created an action plan for the website copy.

We completed a strategy Zoom call, where we decided on the final value proposition and the format for her brand story before starting on the first drafts.

Results

Working with Kristina to develop her value proposition, implement on-page SEO, and boost her online presence, we achieved the following milestones:

SEO-optimized and aligned website copy

We fully optimized her website copy with SEO keywords to help with her online visibility. The website copy for her homepage, about, and contact page was also revamped to reflect her brand story and personality while creating a clear message about her photography style and mission.

Testimonial by Kristina

“I recently engaged Diana to review and enhance content for my new website. She went above and beyond with scoping to really bring my voice to life whilst keeping SEO rules in mind. Delivering on time, the whole project was perfectly rolled out, which increased accountability on my deliverables as well. It’s a partnership, so her project management approach really helped! I found working with Diana to be easy, productive, and joyful. Highly recommend Diana as a content consultant and copywriter.” Kristina Baraba – Photographer & Program Manager

The Process and Timeline

We completed the following milestones to reach Kristina’s website goals:

Step 1 Application: Kristina completed a questionnaire so I could learn about her business, services, challenges, and goals to help me establish if it was a good match to work together.

Step 2 Initial Call: We completed a 30-minute Zoom call to review the proposal and scope of work, and confirm the quote and deadlines.

Step 3 Onboarding: We signed a copywriting agreement detailing the scope of work and deliverables. Kristina received and submitted the questionnaires that I used to complete SEO and market research, brand guidelines, and value propositions.

Step 4 Strategy Call: We completed a one-hour Strategy Zoom call where we finalized and confirmed the value proposition, SEO keywords, and brand story format.

Step 5 Copywriting: Wrote 3 pages of SEO-optimized website copy.

Step 6 Refinement: Kristina’s feedback was invaluable, and I incorporated revisions to the copy based on her input to ensure it met her expectations. I also provided clear answers to her SEO questions.

Step 7 Final Launch: Kristina signed an end–end-of-project sign-off to transfer the copyright of the copy to her. She updated her website copy following suggestions to update her sitemap and index with Google Search Console.

From completing the application form to signing the end-of-project sign-off, the process took 22 business days to complete.