Sometimes the most valuable thing a designer can do is go back.Amaris Lux Wedding Photography
The redesign
Going back requires setting aside the original decisions and seeing the site through the eyes of the person it needs to work for. Not Paul. His prospective couple.
Every decision came down to one question: does this make a couple more or less likely to get in touch?
Lead with trust — copy written to make couples feel understood before they've seen a single image
Gallery as destination — portfolio work given its own space to breathe, homepage freed to do one thing well
One clear contact path — multiple forms and scattered CTAs consolidated into a single journey
Social proof repositioned — testimonials placed deliberately at the exact moment doubt might otherwise creep in
What this project taught me The best thing a designer can bring isn't technical skill or aesthetic judgment — though both matter. It's the confidence to say, clearly and kindly, when a decision is working against the client's own goals.
Part of my job — the part that's taken the longest to develop — is knowing when to hold the line. I hear what you want, and I also need to tell you what I think will actually work.
This project is a large part of why that confidence is still growing.
Full Build · Redesign · Wedding Photography · Luxury · Squarespace · Ongoing
