Concept Case Study

Lace & Lens

Conversion-focused wedding page concept

Lace & Lens is a concept wedding website case study focused on simplifying the interface, strengthening brand consistency, and improving inquiry-focused conversion flow. This exploratory direction was not commissioned by a client.

Concept Goal

Increase wedding inquiry intent with clearer messaging and stronger CTA flow

Target conversion behavior this concept was designed to improve.

Expected Outcome

Cleaner brand hierarchy + faster path from first impression to booking action

Projected conversion and clarity outcome from this direction.

Scope

Conversion-focused wedding page concept

Defined early to keep execution focused and efficient.

Market

Tampa Bay and surrounding markets

Localized decision-making and trust positioning.

Concept Context

The original layout had visual noise, inconsistent branding remnants, and weaker CTA hierarchy. The objective was to keep real portfolio content while rebuilding the experience around clarity, trust, and one clear booking action.

Audience Focus

Local service buyers comparing multiple providers quickly, often on mobile, and looking for immediate trust and a clear next action.

Constraints We Designed Around

Keep the existing project content and imagery intact while improving structure.
Unify all Lace & Lens branding references across title, body copy, labels, and alt text.
Improve hero and inquiry readability without expanding section complexity.

Strategy

What shaped the concept direction

Design Cleanup + Hierarchy

Removed unnecessary decorative layering, tightened section rhythm, and rebuilt typography hierarchy so visitors can scan fast and decide quickly.

Brand Consistency System

Replaced leftover placeholder naming and aligned labels, footer copy, and media text to a single Lace & Lens identity across the full website.

Conversion-First CTA Flow

Refined button styling, hero CTA emphasis, and inquiry section clarity so attention moves from proof to contact action with less friction.

Execution

How this moved from idea to prototype

Audit

Focus: Visual clutter, copy mismatches, and conversion friction

Output: Prioritized cleanup list mapped to conversion impact.

System Refresh

Focus: Palette tokens, CTA standards, and typography rhythm

Output: Unified visual system with consistent hierarchy and spacing.

Brand + Content Pass

Focus: Lace & Lens naming parity and real portfolio restoration

Output: Accurate brand language with authentic project media retained.

Conversion Polish

Focus: Hero structure, inquiry readability, and interaction tuning

Output: Cleaner booking path with stronger readability at key decision points.

Deliverables

What was designed in this concept

Concept Deliverables

Design de-bloat and section hierarchy cleanup
Full Lace & Lens brand replacement across copy and labels
Hero and CTA system refinements for clearer conversion intent
Inquiry panel readability and conversion UX improvements
Navigation, button, and interaction polish for consistency

Tools + Stack

Visual Studio Code
Adobe Photoshop
ChatGPT
HTML
CSS

Outcome

Expected impact from this concept

The final direction keeps the same core content but turns it into a cleaner, more intentional conversion experience with stronger brand consistency and better first-action clarity.

Want this concept direction adapted for your real website?

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