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The Client
Mollie and I started working together in summer 2022, when Between the Pine was still just Mollie.
Since then, it’s evolved to a team of half a dozen elopement photographers, and they cover multiple regions (primarily Washington, Oregon, and Kaua’i, with regular forays into Utah and California). They also have an in-house editor who ensures that no matter which photographer you work with, your photos have their signature lush look.
What makes the team truly special is their focus on the states where they live and work. Because they’re local, they know all the hidden-gem hiking trails, where to grab donuts the day after your wedding, and which Airbnbs are elopement-friendly.
The Goal
We had 3 main goals when we started this revamp:
- More than half of Between the Pine’s clients aren’t actually from the Pacific Northwest. Some of them don’t identify as “outdoorsy” at all—but they still love the idea of an intimate wedding and wild landscapes. So Mollie wanted the copy to show how her team doesn’t just take epic photographs, but also guides clients through planning an elopement in the outdoors, from finding the right location to hiring the best local vendors.
- As a seasoned elopement photographer, Mollie had also noticed an increase in the number of couples asking about a micro-wedding (for their purposes, that’s more than 15 guests, including the couple). She decided that we’d create a new page just for micro-weddings, and we also updated the pricing page to match.
- Mollie wanted to continue to shift the focus away from herself as the face of the brand, and towards her immensely qualified team. This is something that we’ve been doing gradually since the last update.
The Deliverables
I wrote new copy for the main website pages, including their homepage, about page, pricing page, and travel schedule. We also revamped their signature How To Elope page and created a separate version for micro-weddings.
Behind the scenes, I also updated some email sequences we’d worked on previously and refreshed their investment and welcome guides to match the updated website.
The Takeaways
The website you need when it’s just you is not the same website you need once you’ve built a team.
Mollie needed clients to know that they were in good hands with every team member, and that their experience would be consistent no matter who they hired.
We did that by:
- Putting the team front and center
Literally, there’s a group photo on the homepage, and individual bios on the about page. You’re not getting “an associate photographer,” you’re getting Megan, who packs homemade lunchables. - Leaning into their local expertise
Where you want to elope is a major factor in who you’ll work with. We made sure couples see that as an asset. - Highlighting what they do have in common
This section went right below the team intro on the homepage so that clients can see the high standards team members meet, from elopement photography experience to Wilderness First Aid certification.
The Juicy Parts
This adorable section on their about page starts with social proof (50 combined years of experience in elopement photography), then goes on to show off specific knowledge they’ve acquired during that time. Also, I love the hand-drawn mountain goat.
Because some of their potential clients are still on the fence about eloping, I also peppered the copy with references to why it’s so great (no to loud hotel carpets; yes to post-wedding s’mores).
Since Between the Pine now does both elopements and micro-weddings, Mollie wanted to make sure couples focus on the packages that apply to them. I came up with the idea of a 2-question quiz on the pricing page that recommends the right one based on guest count and plans.
Not everyone who books Between the Pine knows where they want to elope, so their travel schedule needs to highlight what couples can expect in each of the 3 main destinations they serve. The challenge: capture the landscapes of an entire state or island in just 2 short sentences.
Bonus: see that little van peeping out between Oregon and Kaua’i? On the live site, it’s actually animated, and it drives across the screen from left to right. You need to see it live.
What Mollie Said
“I’ve had the honor of working with Andrea for three years now, and it has been incredible to watch my brand grow because of her talent.
Investing in my copy, both on my website and the back end of my business, was something that completely upleveled my company. Andrea is able to capture my company’s brand voice in an elevated way, but also make it feel personal.
When I get on calls with couples, they often tell me “your website blew us away. The website was talking directly to me and it felt like you were already our friend.”
See the Between the Pine site for yourself!
The Team Behind the Site:
Brand and web design: Sophie at Mod Bird Studio
Brand photos: The Between the Pine team, of course!
Blogging: Kiersten of Sonder Studio
Want a website that highlights your unique expertise and client experience the way this one does? I’ve written website copy for many elopement photographers and other wedding vendors, and I’d love it if you were next. You can read more about my website copywriting services or inquire about your project.
