In early 2025, Missoula-based photographer Jenna Nord set out to elevate her brand and reach more clients. Jenna is known for intimate, powerful portraiture of women, couples, birth, and inner sensuality, with work “rooted in authenticity, often documenting life’s most tender and transitional moments.” Her business’s website is for mature audiences and may not be for work. As a certified doula and artist, she offers experiential Primal Medicine photography sessions blending ritual, imagery, and personal expression to help people embody their stories and healing journeys. The challenge was to translate Jenna’s unique vision and story into a stronger local presence, better client pipeline, and sustainable growth—on a budget.
Over a focused three-month engagement (April–July 2025), Jenna partnered with Stigma Marketing & Development to increase client conversions and brand positioning. The strategy combined clarifying Jenna’s business vision and model, a website overhaul with improved SEO and conversion strategy, consulting, and proactive PR/networking outreach. All efforts were grounded in authenticity: marketing Jenna’s art as about people and soul, rather than forcing generic tactics.
NYC as Catalyst for Authenticity
The magic trick here is to authentically replicate and connect online what we do in real life: from systems to marketing. Jenna’s trip to New York City in May 2025 helped reinforce this strategy. We did an email campaign, made some phone calls, and set up a couple of appointments. There she met renowned photographer Yoni Levy, whose personal story of falling and rebuilding in NYC deeply impacted her. Yoni challenged Jenna with a simple question – “What do you want to do?” – prompting her to reconnect with her purpose beyond just taking photos. As Jenna reflected:
“Photography isn’t about trends — it’s about working for the passion… to be humble with the pursuit of success. It’s about capturing a present moment so it will never be forgotten.”
This renewed perspective sent Jenna back to Missoula with fresh focus and drive. It also gave her marketing-rich material for storytelling, and a lifelong business connection. Jenna’s vision of empowering women through “sacred storytelling” and transformation became the north star for service and messaging. By rooting all strategies in Jenna’s authentic voice—as an artist, mother, and healer—we were able to accurately frame and communicate the nature of her photography and services. We ensured earned media and mutually beneficial opportunities always provided something real to work with along her main objectives. A clear vision and mindset was in place, guiding the tactical work to come.
Website Overhaul and SEO Improvements
With Jenna’s brand story defined, the next step was to revamp her website: the hub of her online presence. Over the rest of the project, I rebuilt Jenna’s site structure and content to better reflect her offerings and improve search visibility. Several new pages were created and launched, including an About page, a “Now” journal/update page, a Philosophy/Process page to explain her unique approach, and expanded Services pages (covering specialties like Weddings, Personal Branding, etc.). An improved conversion strategy led to a custom Client Application page, with an embedded form for inquiries, making it easier for ready-to-pay clients to reach out.
These pages allowed Jenna to communicate her story and services more clearly to both visitors and search engines, while directing traffic to beneficial conversion points like email capture and her prints for sale. It also helps flip the Demand/Supply matrix more in her favor, instead of making her have to work for it. This strategy helps put the “selling” up front and center, rather than tucked in at the end of the process. Money becomes a secondary issue when everything, from price, process, and packages, is clearly laid out.
Technical SEO and Performance
On the technical side, the site received performance and AI SEO optimizations. I integrated tools like Google Site Kit (connecting Analytics and Search Console) and improved site structure with a proper sitemap and menu reorganization. Then I cleaned up unused plugins and set up caching to speed up load times. Critically, a comprehensive SEO audit was conducted, reviewing sitemap, media, messaging, and keyword targeting. Copy enhancements were made across key pages to naturally include relevant keywords (especially related to Missoula, birth, boudiour, wedding, empowerment photography), without sacrificing Jenna’s authentic tone. All images got descriptive alt tags, an FAQ section was written to address common queries for many pages, and the old blog design was improved for not just conversions but also AI SEO. These tweaks ensured that the website was not only engaging to humans but also search engine friendly in an organic, non-spammy way.
The results were quick to materialize. Within three months of these changes, Jenna’s organic search metrics saw a healthy lift: +35% increase in clicks and +40% increase in impressions on Google. This reflected the improved technical, content, and structural SEO groundwork laid on the site. In other words, by creating a faster, richer website with content aligned to what people search, more eyes were finding Jenna online. Importantly, this was achieved without any gimmicks – just solid content and honest storytelling backed by smart SEO practices. (The team could further leverage modern tools, even AI-driven SEO insights, to continue refining keywords and content, but always as a support to human creativity, not a replacement for it.)
Ongoing success will depend on Jenna continuing to add content (e.g. regular blog posts, social media posts, and emails), building links through genuine relationships, funneling people to her site, and prompting clients for Google reviews. A foundation was laid: Jenna’s website now authentically represents her brand and attracts more traffic by itself. Before we were done, we had already three completed Client Applications.
*AI SEO vs SEO: What it is, why it’s happening, and how to leverage it personally and professionally is an upcoming blog post.
Content Strategy and Storytelling
No marketing strategy is complete without content marketing – “Content is King” – especially for a Missoula artist whose visual work is rich with narrative. Jenna already had an Instagram following and an email list. There was plenty of other work to be done in other places, so for content, we focused on consulting around Jenna’s blogging. I’m a big believer in blogging, but have also come to learn that the person has to be committed to it as well. A committed blogging strategy, especially if the person is attempting to write better and authentically use the blog, will pay dividends in SEO by itself. Yes, there is a lot more you can do, and no, blogging by itself won’t go anywhere by itself. But it is effective, especially for marketing.
Content marketing and social media management, as well as white label, is something Stigma Marketing & Development can offer and help with. While it wasn’t a part of this M&D Retainer package, a lot of the same principles apply there as well. Yes, short, engaging videos, as well as ads, and everything Google or Chat GPT can tell you about how to do it all is right…mostly…I digress. What I’m saying is that social media, just like blogging or even a website, is not “necessary,” nor is shooting for 3.8 million followers. These aren’t the right goals, nor how to use marketing in an effective and development-oriented way. When social media, or even business cards, are done authentically and intentionally, when there is a strategy that seemlessly results in a real business relationship, the only trick is to try it again.
Good content isn’t about chasing 3.8 million followers. It’s about making something worth following.
The underlying strategy was to let Jenna’s authentic stories do the marketing. Instead of generic ad copy or cookie-cutter blog spam, we discussed any content that connects with and inspires her specific niche: honest story-telling, women seeking empowerment, healing, or self-discovery. The more Jenna shared her “sacred storytelling” and the transformational journeys of her clients, the more her audience would trust and remember her. This authentic, content-first approach naturally feeds the SEO engine too – Google and AI SEO reward fresh, relevant content – and as Jenna aptly noted, it’s ultimately about passion over trends. By writing from the heart (and following a smart schedule), she can let her following drag SEO along.
Not just anecdotal—Deloitte found campaigns focused on creative and authentic message delivered about 40% higher ROI than those that didn’t.
Networking & Outreach
While improving online presence was crucial, her local brand presence and getting real “handshakes” were equally important in this campaign. Being a local creative in Missoula, traveling photographer, with national aspirations, Jenna needed to network both within her community and beyond it. Over the 3 months, Stigma M&D orchestrated multiple rounds of outreach to raise Jenna’s profile in key circles.
Campaigns & Outreach
Simultaneously, a networking outreach effort was launched across three areas: New York, Missoula, and Cleveland.
In New York (to leverage her May trip), I researched and contacted galleries, art studios, and fellow artists to set up meetings or collaborations. Tailored email campaigns introduced Jenna and her work to these contacts – highlighting her fine art prints and her desire to meet “kindred spirits in the art, storytelling, or wellness spaces.” (Multiple email templates were used, adjusting the message for gallery curators, fellow artists, or potential clients as needed.) Over the course of the trip outreach, Jenna managed to meet one gallery owner and an influential photographer (Yoni), and planted future seeds with several others. Not every lead pans out (one women-focused gallery meeting fell through, for example), but awareness of Jenna’s name in the NYC art scene certainly increased.
Press Release Strategy
On the public relations front, a professional press release was created and distributed to media contacts and online PR outlets. Titled “Missoula Photographer Returns from NYC with a Renewed Vision…”, the release told Jenna’s story of meeting Yoni and how it “reshaped her artistic direction.” It emphasized her focus on maternity, birth, and women’s empowerment photography and announced that she’d be integrating these new inspirations into her Montana sessions. This press release provided ready-content for writers, reporters, or bloggers to potentially feature Jenna, and also gave Jenna a piece of shareable media to lend credibility (nothing says “rising professional” like an established professional giving a nod). In fact, the Yoni encounter story became a talking point in Jenna’s writing and conversations thereafter. These strategies can not only produce earned media marketing but will also organically feed into an effective AI SEO and algorithm-proof marketing strategy. Trends become research, not obligatory.
Back home in Missoula, MT, the focus was on local partnerships and visibility. Jenna personally reached out to past clients to boost her Google reviews and followed up with the handshakes and opportunities our work was able to produce. I contacted Montana galleries, artists, clinics, shops, and community organizations. One email campaign targeted healthcare clinics and offices, offering Jenna’s healing-themed art prints as rotating exhibits to “inspire and encourage residents” (with options for Q&A sessions, pop-up displays, or panel participation).
These efforts led to some immediate wins and future opportunities: for instance, Jenna reconnected with the Rocky Mountain Women’s Business Center, booked a spot for this (August 1) First Friday Artwalk with FMC Books, and another in 2026 at Betty Venom, and got a guest blog post on Anam Cuspoir (“Emberwork“). She also lined up an appearance on a local podcast to discuss her work. Even the initiatives that didn’t bear fruit yet (e.g. a local tattoo studio or the Missoula Art Museum said “not at this time”) still served to put Jenna on those folks’ radar for the future.
Finally, a smaller outreach was done for a planned Cleveland trip, aiming to mirror the NYC approach on a different scale. Though brief, this demonstrated a replicable model: wherever Jenna travels or targets, she now has a template for reaching out to connect with the local creative community.
“Creativity can offer businesses a significant competitive advantage and growth.”
— Michael Rebelo, Publicis Groupe
Crucially, all these PR and networking tactics were done with a personal touch. Phone follow-ups were made to add a human voice and schedule meetings. Jenna’s genuine passion was front and center in communications – for example, an email might describe how her Primal Medicine sessions result in “cinematic fine art prints that invite viewers into intimate ceremonial worlds,” immediately conveying what sets her apart. We used mockups and made sure her vision was front-loaded. A couple of times, I personally dropped cards off with people. By combining traditional PR (press releases, media pitches) with grassroots networking (coffee meetups, community events), the campaign expanded Jenna’s professional network and public profile in a way that aligned with her values of community, empowerment, and authenticity.
Results and Key Outcomes
In just three months, Jenna Nord’s marketing revamp yielded tangible progress on multiple fronts. The website relaunch and SEO work not only improved user experience but also boosted her online discovery: as noted, organic impressions and clicks climbed ~35–40% in that short span. More people visiting the site meant more chances to convert interest into inquiries. In fact, Jenna’s new Client Application form brought in at least 3 client applications just after a couple of months. These were likely prospective clients who may not have reached out before, now intrigued by her updated site and story. Each application is a potential booking, directly moving Jenna closer to her “booked-out” goal.
The content and PR efforts also strengthened Jenna’s brand positioning. Jenna returned from New York with a compelling story that was shared through a press release and would soon live on her blog. This narrative, along with her published guest post and upcoming podcast appearance, gave her fresh content to share with her audience and social media followers – keeping them engaged and attracting new followers who resonate with her message. By the end of the three months, Jenna had the beginnings of a community taking notice: artists, gallery owners, doulas, and local business contacts were aware of her work even if they hadn’t before. Such awareness is hard to quantify, but it lays the groundwork for referrals and collaborations down the line.
Several partnership opportunities were set in motion. We began dialogues with galleries and clinics about displaying her prints. The reconnection with the women’s business center and other networking “first touches” planted seeds for opportunities, clients, or co-hosted events in the women’s empowerment space. Even where outreach was met with a “maybe later,” Jenna now has her foot in the door for future follow-ups (e.g. the Missoula Art Museum that said “not at this time” might do something perfect for Jenna in 2026).
Just as importantly, Jenna gained a deeper marketing framework to carry forward. Throughout the engagement, consulting sessions covered big-picture strategy, blogging tips, business decisions, packaging, and maintaining her creative vision while marketing. This helped demystify marketing and business for Jenna.
As noted in the project’s final review: “From a rebuilt, functional, SEO-structured website to a multi-region outreach campaign — with early traffic increases, visibility, client applications, and a deeper creative framework now in place — this work can and should keep serving.” In short, the three-month sprint built a mini-launchpad. Jenna’s brand has more momentum, clarity, and options. And staying booked out will require keeping that momentum through consistent effort.
“Paule has been amazing! Paule has not only been a visionary for my business, marketing, & networking – along with website work – Paule has also been a superb sounding board, pathfinder, and all around business coach! Paule is patient, kind and enthusiastic with his service.”
– Jenna Nord, Missoula, MT
Some Takeaways
Jenna Nord’s case demonstrates how authentic, integrated marketing can transform a small creative business. By focusing on her vision and story first, every marketing move – from web design to SEO keywords to networking conversations – stayed true to her identity. The result was marketing that felt genuine and attracted the right attention: local and distant peers, potential clients, and supporters who believe in the same values of empowerment and human connection.
- Start with “Why”: Clarify the mission, mindset, and unique value before worrying about tactics. A strong vision acts as a compass for all marketing decisions.
- Build Digital Foundations: Your website is your home base. Invest in making it clear, fast, and reflective of you. Basic SEO work (structure, content quality, relevant information, clear conversions) pays off quickly when done right.
- Content is Connection: Use content marketing to tell your story and educate your niche. Authentic content not only improves SEO but fosters emotional connection – which is more persuasive than any ad. Jenna’s personal narratives and educational pieces about empowerment are prime examples.
- Leverage PR & Networks: Don’t just wait for clients to find you – actively reach out to communities, media, and partners. A well-placed press release or a coffee with a local business owner can open doors that pure online marketing might miss. In a community like Missoula (or anywhere), relationships amplify your reach.
- Stay Authentic (even with new tools): Whether you use AI tools for SEO suggestions or social media trends for exposure, make sure the core message remains yours. Authenticity is your competitive edge; people can tell when it’s missing. Jenna’s marketing avoided “growth hacks” in favor of real conversations and storytelling, which in the long run builds a more loyal following.
In the end, the strategy was not about quick hacks, but sustainable growth aligned to Jenna’s artistry. Three months of effort laid the groundwork: Jenna Nord is now better positioned online, plugged into her local scene, and equipped with a clear roadmap for the future.
By focusing on what truly matters – vision, relationships, and quality content – she can let the SEO and business growth follow naturally. Her journey is a testament that marketing done right is just another form of storytelling – one that, when done with heart, can transform a business without selling its soul.
If any of this hits home—and you’re building a business, brand, nonprofit, startup, or creative project—Stigma offers free brainstorm sessions. No pitch. No pressure. Just a real conversation to help you get clear, sort the chaos, or figure out what’s next. Marketing and development don’t have to feel gross. Sometimes you just need someone to think with.
