The Wedding Social Club – Marketing Copy for E-Commerce & Events
The Wedding Social Club (TWSC) is a small, independent business offering wedding planning and consulting services across the Balearic islands.
Their clients are mostly foreign couples seeking to plan their destination weddings.
Overview
As TWSC pivoted toward digital event planning and boutique e-commerce, they needed marketing copy that could convert — across their website, storefront, and landing pages.
My role was to craft engaging, keyword-rich content that would not only reflect the brand’s warm, stylish voice, but also drive traffic and boost bookings.
My Role
📍 Freelance Copywriter
⏳ Jan 2023 – Jan 2024
🎯 Focus: Marketing copywriting, SEO, e-commerce listings, landing page content
Objectives
- Create persuasive copy for the website’s new landing pages
- Develop product descriptions for curated wedding packages and services
- Ensure SEO best practices to increase visibility in organic search
- Maintain brand tone: elegant, inclusive, and celebratory
Approach and Strategy
Voice & Messaging
TWSC’s target audience is modern, community-driven couples seeking unique experiences. I built a messaging framework based on:
- Emotional resonance (e.g., “Celebrate love your way”)
- Action-driven calls to action (e.g., “Book your bespoke bridal experience today”)
- Consistent tone across all digital channels
Keyword Integration
I conducted keyword research and wove high-ranking phrases naturally into copy to improve visibility.
For example:
- “Luxury wedding experiences in Spain”
- “Inclusive bridal events”
- “Custom wedding planning services”
E-Commerce Content
I wrote product and service descriptions for their booking platform and online store. Each item included:
- A compelling headline
- Benefit-led descriptions
- A clear CTA
Example snippet:
“From intimate elopements to full-day celebrations, our curated planning packages include everything you need to say ‘I do’ your way. Designed for style, ease, and unforgettable moments.”
Landing Page Copy
I designed copy for new landing pages focused on specific services, including:
- ‘Plan Your Day’ page
- Seasonal campaigns (e.g., “Summer Soirées” and “NYE Love Stories”)
- Trust-building sections with testimonials, FAQs, and lead-capture prompts
Results
- +45% increase in time spent on landing pages
- 30% boost in bookings from organic search within 3 months
- Increased product discovery through improved categorization and SEO
What I learned
This project allowed me to blend creative storytelling with strategic copywriting — speaking directly to couples in a moment of anticipation, while helping TWSC build a strong digital presence.