Crafting a Website that Sells w/ Amanda Shuman of Carrylove Designs

spk_0:   0:01
My main goal for all of my clients is to help them grow their business. I just use branding and website designed to do that for them. Like that's the vehicle that I use.

spk_1:   0:15
You're listening to Episode 14 of the Level Up Your Wedding Film business Podcast. Today we're going to be talking all about how your branding and your website can impact your business. I'm your host, Taylor Petrovich, and at the core of the show, I want you to feel inspired to take your business to the next level, and I want to give you the tools in practical advice to help you along the way. So let's level up together. Today's episode is an interview with Amanda Shuman of Carrie Love Designs. Amanda is an award winning website designer and brand strategist. She is a true artist and helps to clients visual brands to the next level. She is passionate about design and believes pairing a beautiful brand aesthetic with an intentional website strategy is the cornerstone for success, booking clients effortlessly and creating a delightful online experience. Hi, Amanda. Thank you so much for coming on the podcast today. Thank you for

spk_0:   1:11
having me these are always so much fun.

spk_1:   1:13
Yeah, I'm so happy to have you here. Um, and I talked about this at the top of the show, but you're obviously a branding expert. And so that's going to be the bulk of what we're talking about today. Can you tell us a little bit about how you got into this career?

spk_0:   1:28
It actually started with a magazine. I got a magazine. I can't remember the name of it. But each month they had a spotlight. Like a career spotlight in the one of one of the spotlights is on the people who do the magazine like the layout for it, like the designer for the magazine. And as soon as I read that, I was like, That's what I want to do because I always loved reading, like, 17 magazine and Cosmo. And like all of the teenage magazines, um, inside, As soon as I saw that, I was like, That's what I'm doing like That's it. Then I asked my like a sophomore, a freshman in high school, so ended up graduating with Thio, the art institutes for, um, for design for graphic design. And along the way, one of the classes that we had to take was a brand identity class where we would take a real company that we thought didn't have that that great of a brand. And we had to do, like a mockery brand of it. And I was like, Forget the magazine thing. I was like, This is what I want to dio And so from there, like I fell in love with just like re creating a brand and what it could do for the business and just like reimagining it, um, in So that's that's where that all started. In Carrie Lee, designs somehow grew from just like a a part time like side project into what I've been doing full time now for three years.

spk_1:   2:56
That's so cool. I love that you stumbled into it kind of by accident, and I think that's like the best way that people like, end up in such creative careers. Um, so can you tell me a little bit about your philosophy about branding like, Why is it important to have a cohesive and like professional looking brand?

spk_0:   3:14
Yes, so I think a lot of designers they approach because they are designers and they think everything has to be really pretty in our philosophy, really, at Caroline Designs, as we designed from a place of strategy in science rather than art. Um, my main goal for all of my clients is to help them grow their business. I just use branding and website designed to do that for them, like that's the vehicle that I use. And I think a lot of designers there so creative that they get stuck on the like, Oh, let's just make it pretty. And that will get people that will get, like, fresh eyes on your on your content and get you like a pop of new clients. But it's not something that is going to be lasting. It's not something that's gonna grow your business.

spk_1:   4:05
Okay, cool. So maybe can you talk to us a little bit about like the science that you're talking about behind it, like instead of the design? Because I am not a branding expert and like so I can only see, probably like a surface level of compared to what you can see

spk_0:   4:19
for sure. Yes. So we start out when we do a lot of of analytics and like strategy behind a brand before we ever start actually designing it. So the first phase is us going into doing like a competitor analysis in an S E O audit. And who's your ideal client? What are your service is how can we make those service is better and more enticing to actually solve a problem. So that's just like figures of one, um, face to with actual design of the brand. It's making sure that, like your colors, there's, you know, color psychology and making sure those colors resonate with your with your ideal client in that

spk_1:   5:01
was all the way in

spk_0:   5:02
a website, which is like the bolt of the of the process. I'm making sure that, like your copy is on point and that your copies actually selling and not just oh, here's some pretty pictures in the gallery and book. Our service is like, No, you need to be connecting with people getting found in S E o searches, and it goes all the way up to launch. So we also help our clients launch in a way that gets their constant seen by more eyes. And, like I said, ultimately want more people booking. Your service is so that's What our entire strategy is surrounded around is growing your business and getting you actual results. And not just a new pretty logo on website.

spk_1:   5:46
Yeah, it's definitely so much more than that. It's it's the basis of your whole business. So my audience is predominantly wedding videographers. And so I think that we have something a little bit more unique that we're dealing with in that all of the content that we create is video format, like we don't have that many images to actually work with unless we're taking stills from the video, or unless we hire a photographer to take images for us. And so I'm gonna get into that in a little bit when we talk about websites as a whole. But you touched on this a little bit and that websites are essentially the hub of our business, and so it's obviously a very important piece of branding. Um, so can you tell us a little bit about your philosophy on creating an effective website?

spk_0:   6:35
Yeah, So first off, I think a lot of creatives they enter into the like creating. You're designing a website with the wrong mindset and they think of their website as a portfolio piece as if they're freelancers, and they do a lot of the heavy lifting themselves. They'll go outs like networking events and open houses and social media, and they do all of the selling. And then they lead people to their website after they've done all the all the hard work. Instead of using it as a marketing piece where you're getting found organically and S e o searches, you give out your business hardly will go find your website like there's different. There's a different mindset to approach your website whenever you think of it as a marketing piece to grow your business rather than a portfolio peas. Um okay. And so that suffers. I guess Roadblock that you have Teoh make your way through is changing that mindset.

spk_1:   7:34
Okay, cool. Um and I So I've heard you on a different podcast I actually had Oops. I had Alice Yard Oh from photo field notes on the podcast a few episodes ago. And that's where I found you. And you guys talked a bit about, like the website journey, like the journey that you take the viewer on. Can you talk a little bit about that and then we're going to dive into a little bit about each page that you should have on your website. Yeah, so I use something

spk_0:   8:01
that I have been referring Thio as the Hansel and Gretel method, and that's basically where we want to simplify your website. A lot of people have a lot of junk on their website. That's not part of the money making process. So basically, whenever somebody lands on your website point A, your job is to get them to point B, taking the next step. Whatever that ISS For some businesses, it's filling out a form, setting up a consultation. And so we want to be thinking about that strategically and whatever I say getting her to the junk. It's stuff that doesn't help somebody get from Point A to point B. It's like taking their mind off from it, sending the mountain rabbit hole, and then they click off your sight. So the Hansel and Gretel method is a leaving little bread crumbs on every at the end of every page. That's telling them where you want them to go, so you create the journey for them in a way that makes sense that will impact. They're buying decision. Um, you create that path, you create that journey with the Hansel and Gretel method by leaving them little breadcrumbs on what pages to go next in order to get them from point A to point

spk_1:   9:14
B. Okay, cool. So instead of leaving it up to them to try to kind of fumble around in the dark and guess what you want them to you next. You just hold her hand and you show them what you want to. D'oh! That's so cool. Quote. So let's maybe talk about the different pages of a website, and maybe you can give us a few like tips or things that you think that we should do and shouldn't do on each one. So maybe let's start with the home page of the Web site.

spk_0:   9:42
Yeah, the home page. One of the main things that I always am reiterating is it was called the tens I contest. It should more be like the three or five second test now, because people's attention spans are really short. Um, but within, say, five seconds of somebody landing on your website. They should be ableto tell what it is that you d'oh. Who it is that you serve in what are the next steps. So if they come to your website and they're ready to purchase or by take the next step, they can get to it from straight landing on your page instead of like having to fumble around your website, figuring out okay, I'm like, I'm ready to buy. Well, where do I go? What do I do? Um, the other question is who you are. And I mean that in there's two different ways to answer this. Who you are as in, Like what it is that you actually D'oh. So the example that I like to use this if you are a wedding photographer wedding video for you simply say wedding photographer four. You know, whatever X Y z instead of like, stitching love stories together or something. Like really like something. Like what? Like do you

spk_1:   10:49
so, like, what is that? Yeah, um but also, you want to say in a way that

spk_0:   10:55
connects with your your ideal client. So one of the ones, I don't think that most recently, um, it was for a for a wedding photographer and we said Austin based wedding photographer four fun loving couples that automatically lets them know where you're located at what it is that you d'oh! And kind of gives you a little bit of peace into what type of clients that they book or they're looking toe work with. Um And so that's that. That's the first thing is just getting past that, That 12th test.

spk_1:   11:29
Okay, cool. So having a clear home page telling the people what you do and who you are and where you do that thing, Um, so cool. So I'm imagining a website now. So you're on the home page and you click the little men, you drop down and next would probably be your about Paige. So can you maybe tell us a few things that we should definitely include on or about Paige and maybe a few mistakes that you see with about pages? Yeah. Once again, going back

spk_0:   11:57
to this mindset thing is, whenever people hear about, they automatically go into, like, this formal bio all about me in like, oh, I grew up in, you know, Houston, Texas, And I love bunnies and coffee. And I'm like, Wait, well, what like whenever I come to your about Paige. You have to think people are selfish. They're there because they want to know. What do you offer that can help me? What can solve my problem? So you have the refrain you're thinking whenever you are designing our writing the copy for your website. And you have to think, What is it about my service that I offer that will help them? Um, and really, you're about paid. Should be just as much of a sales page as you know, Your service is pages.

spk_1:   12:47
Okay, So it's just getting them to buy into the fact that you can solve their problem. Yeah. Yeah. Cool. So you have any philosophy on, like, images that maybe you should see on the about Paige or anything extra? Yeah. So definitely

spk_0:   13:04
have a photo of yourself. Like for sure Have a lot of yourself. If you're afraid to get in on the camera, then you know, get past that and do it because people want to connect with you. You're in the about. Paige may not be, You know, your whole life story in that you wake up in love coffee. Um, you still want to connect with your with your audience. And so, um, definitely have a photo of yourself on there and also have photos of your clients, like, so that they can kind of picture themselves. Um, working with you in In what? What? That looks like.

spk_1:   13:37
Oh, so smart. Okay, I had not thought about that. Cool. Okay, so after the about Paige, what is the next page you would see on the website? Yes. So most of time you fly. Either,

spk_0:   13:48
See, like a portfolio page gallery, Something like that.

spk_1:   13:52
Okay, so let's talk about portfolio. And like I said, we're wedding videographers. So we are not showing images were showing films. Yeah, and so do you have any input on how that would look a little different from a photographer's Web site? It's gonna look different.

spk_0:   14:09
The fact that you have hold stories one thing that I don't like whenever photographers is that they'll just, like throw hold your random pictures into a gallery instead of telling a story from beginning to end. One thing to note, though, on the portfolio that I hear people say is, um that they don't love everything that's in their portfolio, and sometimes they feel like they have to please a client by like putting it on their website because they think that the clients feelings are gonna be hurt if they don't see on the website in the portfolio is for you to get more business. So if you're not, like, completely proud of that film, for whatever reason it is. Maybe you didn't like the venue that you shot. And you're like, I really don't want to shoot like that. Then you again. Then don't put that on your portfolio page, because what you put out there is what you're going to attract. So if you have a whole bunch of clients and venues and stuff that you don't like in your portfolio, yes, What, you're going to attract more off? Yeah,

spk_1:   15:05
you're gonna attract what you put out. That's so true. Um, and I think that is such an empowering thing to keep in mind. Especially like you said. And I think that as females, we tend to be a little bit more people pleasing and like, we want to tread lightly and not step on people's toes and hurt feelings. But you're so right at the core of the whole purpose of the website in the portfolio is to be used as a marketing tool. It's not to make someone like slightly smiled because I saw their wedding on their um So how many films would you recommend we put on a website? I know how many I personally like to do, but I would love to hear maybe your input before I talk about my idea. Yeah,

spk_0:   15:52
I think this kind of actually correlates with how your pricing is. If somebody's going to be making a bigger investment, then they're probably going to be more interested in seeing more of your work. Um, if you're kind of just going out and you're on the lower end of pricing, obviously your purple is not going to be as big. And I don't think that you have to put as more of your work out there because they're not making, like, a huge chunk of investment. Um, And so, honestly, I think that probably anywhere from, you know, 3 to 6 videos is good. So they can kind of see, um, a good variety of your work. But no one is going to sit there and watch, like, 20 videos or 30 videos.

spk_1:   16:32
Yeah, Okay, that's exactly what I say as well, Like, somewhere between I say, like between 4 to 7. And because, like you said, if you get into that 20 like figure, it's total decision. Overwhelmed, Like they don't even know where to click. And then they're just gonna click off because they're like, Yeah, I don't I d o Um Okay, so you say 3 to 6327 videos on your portfolio. Yeah. So the next page would probably be something like a pricing or investment page. Yeah. Now, here's

spk_0:   17:05
the thing. I'm gonna I'm not those on your right, right? Yeah. First, don't name your page pricing or investment, because that's immediately going to get their brain thinking about how much money they're spending. So okay, name it. My personal favorite is experience, because you want to know, like, more about what the experience is like working with you or Abram service. But don't don't lead with pricing or investment, because that's automatically framing their mind to go into it, thinking about the money.

spk_1:   17:37
Okay, Interesting. Okay, So, going into our experience page, then what? How would you lay out those offerings? Um, to kind of draw a consumer in and make them make the decision that you want them to make. I know that a lot of people talk about, like, pack the package system and making the middle package the most, um, enticing offer. Do you have, like, this is totally open ended question like, what is your whole philosophy on, like the pricing thing? If you could go

spk_0:   18:15
down to one package, do it. That doesn't mean that you don't offer, you know, other things or that you would create, like, a custom package or whatever. But I've done the whole package system thing that you're talking about in the less decisions that you can give a buyer, especially if your wedding photographer and they're already searching wedding dresses, venues, you know, photography catering, like they have so many other other decisions that they're so speed making that if you can be like, Hey, this is what I offer. This is the one package, you know, take it or leave it. That's one less decision that they have to make.

spk_1:   18:57
Yeah, and then you just offer the one that you want todo in the first place. Yeah, and if somebody's really interested in working with you, they'll

spk_0:   19:03
be like, Hey, you know that your package comes with eight hours of coverage and I only need six. And you're like, Okay, cool. I'll create you a custom quoting will do six hours. If somebody wants to work with you, they'll let you know what they need.

spk_1:   19:16
Yeah, that's so cool. Yeah, I kind of put it in in general terms, and they can take it or leave it. And if they're super interested, then they will go further and they will ask you. And this also

spk_0:   19:27
makes it easier on the opposite spectrum. Like whenever you are promoting, Say, you know your service is on instagram or Facebook or you're at an open house events. This makes it easier for you to talk about it because you're not like, Well, if you go with the Silver Package, you get six hours of coverage and two shooters. But if you go with the gold package like no, you, you can just say like the experiences you know, X y Z. Instead of going into all these different options and overwhelming people, it just makes it easier for you to talk about what it is that you do, and what you provide.

spk_1:   20:00
Yeah, I think that there's a lot of power in simplicity and I think you're so right. That's probably wide, Like the minimalist movement is gaining so much traction right now. Uh, so I think the last page that we have to talk about would be a contact page. But before we do that, I know that some people have a blawg page on their Web site, and I think that's probably a little bit more, um, likely with photographers instead of videographers, because I think that a lot of that has to do with images. But I have a blogged page on my website, and I'm considering taking it off. So can we talk a little bit about having a block on your website? Definite. Don't take a block off if you blogging. There's two different

spk_0:   20:45
ways to approach blogging. You can approach blogging from more of like a entertainment sand point, where you get like beauty bloggers and lifestyle bloggers. They're they're blogging because people come to read their content and buy whatever they're promoting. For a business owner, you wanna be approaching blogging? Not as how many views can you get in, like promoting it that way. But s C o wise, you want to get pounded? More searches. So there is benefits to blogging, so you can get down for more keywords. However, with blogging, it's not part of that, like money making process. So anything that's extra on your website, like an f A Q page of the blawg, maybe freebies that you offer. I recommend that all of those those sub pages go into your footer because most of time, people are going to find you through your blawg, and you're hoping that they go to the rest of your website. So have all those in your top menu. You know, the home about portfolio experience and contact. Leave all the other stuff to a sub, many like on your foot or something.

spk_1:   21:56
Okay, so something where they would really have to dig to find it. And it wouldn't just jump out at them because it's not really gonna bring any value to you, Right? Okay, so let's talk about the contact page. Um, maybe What sort of fields should we have on there? Just what What is your idea of? Ah, ineffective contact page.

spk_0:   22:17
So I intentionally make our contact pages. Whenever we we designed our contract ages for clients. I intentionally make them super boring. Like

spk_1:   22:28
you go to the contacts page

spk_0:   22:29
and it's like contact us because if you start putting other stuff, people are going to get like that, that shiny object syndrome and they're gonna go click off. And then you might have just lost that that client, because you didn't capture their attention and get them to fill out that contact form. No one ever comes to the actual contact form. A big mistake that I see people make. Is there, like, What's your name? What's your husband's name? What venue? How many people you know? They start asking like all these questions. What's your life story? How'd you meet where? JJ Amita. And it's like like figure all that out in the consultation. Like whenever you talk to them, people are less inclined to fill out your contact form. If it's like 20 questions long rather than like name email phone number. You know what's your date so that I can tell you I'm available or not?

spk_1:   23:20
Okay, yes. So just bare minimum information. You start a conversation.

spk_0:   23:25
Yes, in definitely add your email address to your flutter to the contact page because ah, lot of sides, people first. Whatever reason, they don't want to fill out your contact form. Um, and so that I get a lot Probably 50 50 of of enquiries come in from just like an email address.

spk_1:   23:46
Okay, Yeah, I have had that experience as well. Someone emailed me and told me that they were always scared that the contact forms were not goingto make it to my inbox. So that is a really fear for some people. And it's so funny. Exes like, Well, I don't know. An email on a contact worm is gonna land in the same spot, but I guess it's removing the middleman for some people in their mind. Do you? So, um, did you know we got there the entire idea of the website and I think that you gave us some really great information and things that people can immediately go into their web site and start changing right now to make their website more effective. But can we talk a little bit about branding outside of the website? And I think that one of the next biggest places that your brand is going to be reflected. Like in the public eye is on social media and my favorite social media platform is Instagram. So can we talk a little bit about translating your brand to instagram? Yeah. Mind to, um you know, it's funny, is

spk_0:   24:47
what I see a lot of people. D'oh is going Max at 10 2nd test that we're talking about is a lot of people nail a tensing a test on their instagram bio, and then they failed to do so on their website. Um so really, your your instagram bio should be similar to that 12th test. What it is that you d'oh, who it is that you serve. Why should they click on the link in your bio instead of a lot of people they'll put like, I would say, coffee cats and cactuses

spk_1:   25:21
And like, married

spk_0:   25:23
since you know, 2008 to my best friend. And, like, I'm like what, Like, this is a business page like who

spk_1:   25:30
did it? What do you do? Who do you,

spk_0:   25:32
sir? Why should they get in contact with the U they

spk_1:   25:35
get your mom might care about your clients. Don't. Yeah. You

spk_0:   25:39
want to get discovered in social media in, like, gained new clients and grow your community. And so you have to approach your bio from somebody who doesn't know you. What would they need to know and what would make them want to take that next step by clicking on the link?

spk_1:   25:53
Cool. And so I've seen a few different ways. People have that Lincoln their bio. Um, some people do some sort of like Link tree or ah, leaning page that has a bunch of different options that they can click on or it's just their home page of their website. Do you have any input on that for me?

spk_0:   26:13
Personally, I do have a multiple links, but I I market two different things. I like my podcast. Sometimes I talk about my podcast unless I talk about my YouTube channel. Sometimes I talk about like, the signature experience. Um, I think what's most effective for service based businesses that are only, you know, on there to market, you know, say wedding videography. What are some? I clicked on that link. Tell them a little bit more of what you would like them to know that can't fit into 160 characters and then give them, like, just, like a couple of called actions. Maybe they want to see more of your portfolio. Maybe they want Thio know more about the experience of working with you. Maybe they want to contact us. I would give him, like, three different options. That's all going to take them, um, to your website.

spk_1:   26:59
Okay, cool. So that's so interesting. Because I've always, like, subscribed to the idea. Oh, if they want to know more, they could just go browse my website. But what you're saying is to have it be a little bit more actionable because they probably have something in mind that they're trying to accomplish when they decide to click that link in the bio. Yeah,

spk_0:   27:16
and I'll probably help with, like, whatever you're saying in that in that description, um, like, you know, reserve your date or something like that, that will help them kind of figure out why they're why they're flicking that link in your bio.

spk_1:   27:29
Okay, quote. So a call to action. Um, And then let's maybe talk a little bit about different things we can post on instagram beyond our work. Um, I was scrolling through your instagram page and I was like, drooling over it. I thought it was just like so, well curated and cohesive, but so varied. What are some different things that we could be posting besides just our work as a portfolio?

spk_0:   27:57
Yeah. Thank you for that. I've but a lot of time into my instagram, mainly just because I I'll like instagram but different things to be posting. Besides, your work is you have to give people a reason Thio follow you. And sometimes that's before they're, like, ready to make a buying decision. So why would somebody come to your page and want to follow you? Um, And I think another thing to think of is Thio not only show your work, but who are you as a person so they can begin to connect with with you.

spk_1:   28:31
Okay. So pictures of yourself for yeah, captions about me about yourself. You may be, like, dig a little deeper into that. Yeah, both definitely do pictures

spk_0:   28:41
of yourself because it's social media for a reason s so people want to get social on there. They in. I'll tell you, like always for me and my clients. Like the best photos or one center of yourself, like for sure and alive like to see behind the scenes as well. So it doesn't always have to be like you perfectly posed in front of the camera. Could be like, you know, you on the other side, like shooting a wedding. Maybe you like going through, like, on your computer and cooling images like you just have to get people a reason. Um, you want to follow you rather than just showing like portfolio pieces all the time. But also, I mean, you can mix in with, say, you are sharing a little snippet from a wedding video, go further into, like detail and tell a story behind it rather than Oh, Brian and Lucy had a great wedding gay at Blow glass like no, like tell about the story. Tell about you know, Lucy's wearing ah, wedding dress from her grandmother. And unfortunately, no, she passed away and she's not ableto be here. Lucy feels really connected. Thio, you know, have this wedding dress passed down from her from other generations. Like just you know, you can connect with that more than like, Oh, this is another beautiful wedding like give people a reason to get social with you.

spk_1:   30:01
Yeah. Awesome. Amanda. Well, we're gonna wrap up this podcast, but if you have any last minute pieces of advice or anything you want to say about branding and what we can do to make our brands more powerful, I would love for you to share. Yeah, if you want to

spk_0:   30:15
join, um, I have a Facebook community. It's completely free. It's called brand Gathering. You can go to Carrie. Loves signs dot com slash facebook. Um, there's a lot of information that we give away in there, and I'd like to do it's called website Safaris. So I literally go on Google, and I will just like google a random name and go through websites, and we will go in with safari and see what we find out. How we can optimize in make websites more strategic.

spk_1:   30:42
Oh, my God, that's so fun. E love that awesome. Well, thank you so much for taking the time to come on to the podcast today. Yeah, thanks for having me. I hope you guys enjoyed listening to my conversation with Amanda. If you want to learn more about her and what she does for other creatives. You confined her at Carrie Love designs on Instagram, and I will link that and her website in the show notes as well. I have a few key takeaways from this episode. The first is that when you think of your website, think of it as a journey you're taking your potential clients on. Hold their hands through the experience and guide them through your website with an end goal of having them inquire with you the intentional with not only the images you include on your website but also with the coffee. That means the written words on your Web site include Coffee will make you and your wedding films irresistible to clients that will make them feel like they need to book you for their wedding day. If you're enjoying this podcast, I would love it if you would leave me review wherever you're listening. Those reviews go a long way in helping other filmmakers find the podcast, and it's my hope that I can help as many people as possible and until next time friends just keep pushing forward