MY APPROACH

I started by getting to know Haines’ voice inside and out, which wasn’t hard considering she wears her heart on her sleeve. We talked about her why, her process, and the kind of clients she loves to work with. I dove into her new brand design, scrolled through the dreamy event photos she’d curated, and studied her audience’s priorities. When I saw how much Haines values both transparency and personalization, I knew the copy had to deliver on those promises.

Knowing how central the guest experience is to Haines’ work, I leaned into storytelling. Every detail tied back to her clients and their desire to feel celebrated, not overwhelmed.

“Sugar-coating is for cakes, not conversations” became one of my favorite lines on the new site. It perfectly captures Haines’ honest, no-nonsense approach to planning, while still remaining warm and approachable. 

I also made sure the copy wove in Haines’ personality and her deep ties to the Carolinas. Words like “roots run deep” and “our team calls Raleigh home” gave the site a sense of local pride. For couples in the area, her connection to local vendors plus her expertise immediately build trust.

At the end, Haines had copy as polished and inviting as one of her elegantly planned soirées. Through all the pages, her website is now a promise to her clients—that their milestones will be celebrated with creativity and care, and they are free to savor every moment.

THE PROBLEm

When Haines reached out, it was clear she was at a turning point in her business. Significant Events had already built a stellar reputation for creating unforgettable celebrations, but now it was time to level up. With a fresh brand identity, a business coach in her corner, and plans for a sleek new website, she was creating a white-glove experience for her clients in every step of the planning process.

The website copy needed to feel like a champagne toast and a warm hug all at once. To invite potential clients to dream big, explore possibilities, and trust her team to deliver