Wedding copywriting that sparks new traditions
A case study for a online guestbook brand
The Guestbook Collective
The Guestbook Collective is the antidote to the traditional wedding guestbook. Think bold designs, fun color palettes, and a shit load of white space to hold the gorgeous lil’ love notes from friends and fam.
Jemma, the brains and heart behind the brand, reached out to me after working together on her website copy for her web design business, No Idea Agency. She knew their product was great (did someone say ‘sold out’ multiple times over?) but their current copy was as flat as day-old prosecco. She was desperately seeking a fresh, personality-packed revamp.
That's where I stepped in. Opting for a Copywriting VIP Day, we fast-tracked the process, infusing their copy with the same playful charm that makes their guestbooks so damn popular.
Together, we revitalized their website, covering everything from Home to About and Product Descriptions. And, fuelled by a few too many iced long blacks, we even squeezed in some cheeky email copy—because, let’s face it, "Your order has been shipped" just wasn’t cutting it.
Instead, we went with “Cue the confetti and make yourself a dirty marg to celebrate... Your Guestbook is en route. You should have it in your hot little hands within the week (sooner, if you opted for express!)”
Weddings Guestbooks / E-commerce
INDUSTRY -
Adelaide, Australia
LOCATION -
Website Copywriting VIP Day
SERVICES -
WORDS OF LOVE…
“BANG ON GIRL. This is perfect. No changes.”
JEMMA COMITOGIANNI, THE GUESTBOOK COLLECTIVEThe Wedding Copywriting Strategy
The approach for this copy refresh was simple, but a whole lotta fun. We used the headline: “Not your average guestbook” to set the tone for the entire revamp, guiding us towards a brand voice that was playful, unconventional, and unapologetically authentic. For example, the tagline:
“Ditch the tradition. Keep the love notes.”
Injecting personality into every aspect of the website copy was key. We incorporated phrases like “guestbooks that aren’t shit” and modern colloquialisms such as “It’s giving 70’s nostalgia...” to make the content relatable.
We also tailored our CTAs to resonate with the target demographic—primarily millennial women—by integrating pop culture references like “Get in Loser, We’re Going Shopping (for guestbooks).” These carefully chosen phrases not only mirror the brand's bold and quirky persona but also strike a chord with its audience–those who gravitate towards freshness and fun rather than tradition.
To further personalize the brand, we included a charming little backstory on how it came to be–the epic modern-day love story that formed the foundation of the Guestbook Collective. We injected humor into snappy little bios that give the reader a glimpse into who will be making their memento.
bold Wedding copy for modern brides
(and other special occassions)
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The Outcome… in her words
“Kaitlin and words go together like thick butter on a freshly baked piece of sourdough.”
“When it came to building our brand, we used our own words for a little while, but our own words just weren’t cutting it. Our business is quite unique, so we knew without a doubt Kaity would be the right fit to word-smith that bad boy up. We are also aware that copywriting is not just about putting words on a piece of paper and hoping it’ll stick. It’s about the brand tone. The language. The feeling that people get when they READ the first line or two on our website. We wanted it to be bite-y. We wanted it to pack a punch. And Kaity smashed this.
We also now have a BANK of content based around the delicious words that Kaity wrote, and our website doesn’t seem so mis-matched as every word across every page just makes sense. It’s just us. Kaity created our tagline - we create guestbooks that aren’t shit. Well...? Kaity writes words that aren’t shit. Simple.”
