CopyWriting
Website Design
Webflow Development
Being this new business's first website, I enjoyed working with a clean slate. The goal of the website was to create their online precedence, get their business found, and to highlight their uniquely beautiful venue and values.
Working with Good Land Farms was a joy. With a stunning venue to represent, gorgeous images, and a unique challenge to target a wide audience, this website is a website I am proud to have created.
From brides and wedding planners to business people and corporate events to yoga and health gatherings, The Garden Venue caters to a wide range of clientele. Writing content to speak to and capture the attention of such a wide array is no simple task. This content was a new challenge I thoroughly enjoyed.
A bride or wedding planners are looking for romance and serenity, but a corporate event planner is looking for no such thing. Because of these differences I endeavoured to keep the sections of shared interest mutual in tone and content, having ‘something for everyone’. For the separate sections however, I varied the tones in my writing. For the wedding, I appealed to their desires and wrote in a tone and vocabulary that they would identify with. Corporate, I did my best to keep the writing more professional but in a friendly welcoming way, guiding the visitor to realize what a benefit The Garden Venue could have for their corporate event.
The hero statement (the first heading on the website) for the Garden Venue website was a particular challenge. It had to capture the attention for any type of event.
Weddings make up the largest industry of events to which The Garden Venue caters, for this reason I wanted to make certain the hero statement spoke to these visitors. What are couples trying to achieve with their wedding day? Memories! However, the heading still needed to apply to the other types of events, most of all, we could not scare away, so to speak, the corporate world.
A question I ask all of my clients is “What makes your business different from your competitors?” For The Garden Venue the answer to this question proved especially important. Most venues do not boast of the flexibility of the Garden Venue, especially when one adds the beautiful nature surrounding this venue's spaces. Due to these distinctions, the content on the website puts a definite emphasis on these facts. Throughout the website you’ll find statements assuring a visitor that no matter their event the Garden Venue can and will accommodate.
In the design of many hero sections, the first section on a page, the heading (or hero statement) is meant to draw the attention first and foremost. While it would be unwise to reduce the hero statements' prominence in the hierarchy too dramatically, I knew featuring an image prominently would be more powerful.
As the saying goes, ‘a picture can speak a thousand words.’ The Garden Venue target audience varies from brides to corporate event planners, for this reason an image would speak better to that range than words ever could. An image facilitates their imaginations. Overall, this effect was achieved via the layout, while the title is bold and easily legible, it sits off to this side more dramatically than most layouts.
The Garden Venue project came with stunning professional photography the company had acquired ahead of time. Good images, though out of my control, can take a website to the next level.
In this case, these images were oh so important. As mentioned, part of the goal for this website was to emphasize the flexibility The Garden Venue offers. The beautiful images gave me an easy way to inspire the viewer's imagination. You’ll notice many of the images on the website are without people or set up, while a few give the viewer with less imagination the potential the space has when set up right.
Just as contrast and distinction were created through the tone of the written content, the goal was to enforce this contrast visually. However, this must be achieved while maintaining a fluidity and coherence of the website and the brand it is presenting. This company's principles and values do vary depending on the type of client they are trying to reach.
This contrast was achieved in a few ways. The most prominent being the use of the brands darkest color in the corporate section. The near black creates the clean lines, combine that with the lack of embellishments, the corporate section and page take on a look of clean professionalism. The soft romantic colors and decor of the wedding page does the opposite. The flowers and images of course add to this effect.
The first benefit quality development provides is catering to people's short attention span. Websites heavy with images and videos can, if not done properly, take far too long to load for the average attention span. To avoid this issue, images must be uploaded properly and the number of videos limited.
Proper development will also put your website on the road to success when it comes to search engine optimization. The first thing Google looks at with a website is its technical structure. The proper naming of links, using heading tags correctly, effective navigation, along with many other factors play a part in how ‘relevant’ Google deems the website.
As a designer by heart, I make use of a program called Webflow. It has many credits to its name. It’s a closed source program, there are no plugs ready to crash or updates to disrupt code, this frees business owners of any stress to do with their website. Websites on Webflow run smoothly without hours and hours spent on constant maintenance and upkeep. On top of that, with Webflows seamless responsiveness strategy, they’re now able to effectively reach a wide range of viewers on the many device sizes.
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