Luxurious sites need great copy

Those businesses that cater to a high-​end or very niche market often have websites with stunning or luxurious design. While looks are important, it’s the content that’s going to make them really solid.

Enter Zoo Studio! These guys are animal art photographers and they do amazing work. They have a beautiful website, and I was fortunate to be able to work with them on their copy.


It is surprisingly detailed work, writing copy for such a luxurious site. Not only does one have to make sure that the right message is conveyed properly, but the style of the copy has to take on a particular tone.

While I didn’t write the copy from scratch, I worked with Beck of Zoo Studio to edit and tighten what they already had. Because the Zoo Studio vision is very sharp, and because they know very well what they’re after in terms of their copy, their audience, and their overall strategy, the brief I received was very precise. And our collaboration was thoughtful, simple, and seamless.

Not all businesses know exactly what their desired outcomes are for their websites — and that’s ok! But a good vision can sometimes shorten the process.

As with many sites that I work with (including my own), Zoo Studio’s content management system is WordPress. For them to give me the right permissions to edit content directly on the site was enormously helpful for both parties. Of course, if your site has some design glitches that I’m not aware of, working this way can sometimes create minor problems because text changes can shift things around.

What working directly in-​site allowed us to do, though, is avoid the (sometimes) lengthy email-​trail of drafts and commentary.

Having used WordPress myself for years, it also meant that I didn’t have to spend any time becoming familiar with the CMS. That alone was a total win for both myself and Zoo Studio.

If, like these guys, you think your site’s content could do with a bit of a revision, contact me now to find out how I can help.

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