Potential customers use a web site to size up the quality of your business. There’s foundational functionality that has to be there, but the site always needs to feel fresh and show that you’re busy. Everyone wants to have the best, most in-demand service – especially when it comes to family photography, where the entire thing is based in emotion and love. If you’re not giving off that vibe, customers will go elsewhere. The first step was to adopt a new design for NickPerry.ca. We looked at several professional WordPress templates to help get us started, and ultimately selected one that best reflected the high-end nature of Nick’s photography. We identified three core services that Nick was going to offer: family photography, product photography and portraits, and so we committed to building out dedicated landing pages for each. On top of that, we knew this was all about storytelling, meaning that in order to sell, we had to tell Nick’s story. When you look at his new website, the language we use is simple but evocative, and when it should be, emotional.