Expressions Photography Website Build

A website build with a focus on getting more clients and a higher search ranking.

The Challenge

Selma and Andre from Expressions Photography hired Abundance Designs to give their corporate identity and overhaul and with that, they wanted their website updated with a look and feel that matches. Created By Danielle has worked with Abundance Designs before on their own and Karen Munting Architect’s website. It was nice to work with Abundance Designs founder Madeleen once again to complete Expressions Photography’s new look and feel.

The new wedding photography website had to be simple, clean design that displayed their photographs first, followed by information about the event or services they offer. After all, they are selling their photography skills and style foremost.

Expressions Photography wanted a website that was user-friendly for their clients by having an actual functioning search that allowed their clients and family or friends of their clients to navigate quickly to the desired shoot.

Selma and Andre, are constantly working shoots, post-processing the photos and updating their website on a weekly basis. They needed a website with a content management system (CMS), like WordPress so that they could update their website themselves. This meant that they are able to learn how their new CMS works and if needed get support from their developer or tutorials from the Internet.

Expressions Photography already had an existing website that over time had become dated and lacked all the goodies that search engines required to help them rank within the search results. They needed a brand new website that would allow them to develop good quality search terms and place them higher in the search results and have more potential clients enquire about their services.


Expressions Photography

What We Did

Responsive Web Design, SEO

We focused on SEO content development from the beginning:

First steps to being able to be search engine optimised ( SEO) is having content to start with. I guided Selma and Andre through the steps to create good quality content, keywords and meta descriptions. Starting with their static pages and following up with their existing photography shoots they wanted to display on the new website.

We didn’t focus on an overused search term such as “Photography” as they would be competing with thousands of companies all trying to do the same thing. We took the long tail approach and focused on local search results using Cape Town, South Africa. We tried to target what brides-to-be would actually search when looking for ideas and an ultimately a wedding photographer. These included such terms as potential destination wedding location and wedding styles. This will give Expressions Photography the best spread in terms of search keywords possible.

Developing SEO copy isn’t an easy task, however between Selma and Andre writing the content, under my watchful eye we developed and fine tuned each page. We initially gave them a white paper on creating keywords, meta descriptions and content based on the particular topic. However, when we saw that they were struggling with the concept of keywords and meta descriptions, we stepped in and built a spreadsheet in Google documents that we both can log into and edit together when necessary.


SEO Happy Moment

We are proud to report the Expressions Photography website had 5x the conversions within a week of launching!

We created an individual website design using a premium WordPress theme

Expressions Photography is built using WordPress’s most popular theme – Avada, however with a few tweaks to the code we were able to give a personal spin to the homepage design.

When choosing someone who will capture your special day, you hope to understand the photographer and inadvertently form a bond, so the person behind the lens can draw out your personality and capture those special moments. Like they know it’s going to happen before it does.

By placing large interactive (through parallax scroll) images of Selma and Andre throughout the site, creates a bond and hopefully develops a rapport as the potential client pursues the website.

We got Expressions Photography Google Maps integrations and Google + links to develop local SEO search results.

Created By Danielle organised the Google Map listing, by entering their business location on Google Places and since Expressions Photography already had an existing Google Plus page, we helped them merge the two profiles together once the address had been verified.

Expressions Photography has a great example of a well filled out social profile that will be incorporated into their search engine result page.

When we realized that it was time to create a new website there were two aspects that were really important to us. Firstly we wanted a beautiful site to showcase our images and our new branding, and secondly, and very importantly we needed someone who could offer guidance with regards to SEO. ‘Keetrax’ offered both of these. Nothing was too much effort for Danielle. She took all of our ideas and images and created magic.

Selma Ohlsson