Jeff Gilmer Photography
Brand positioning & site rebrand · 2026
Brand Positioning · Site Architecture · Copywriting · SEO & Schema Strategy · Visual Direction · Squarespace 7.1 Build Kit Context
Jeff Gilmer is a Houston photographer working across portraits, lifestyle, fashion, families, weddings, and products — but a decade on the same template had narrowed his site, and his search presence, to one thing: "Houston wedding photographer." Project Brief
Broaden the positioning to full-range editorial without losing the wedding-search equity that pays the bills — and rebuild the site to reflect Jeff's own taste and personality, reading quietly confident rather than wedding-vendor.
Before · 2014
After · 2026
Seven streams — strategy, architecture, SEO, copy, schema, build kit, and visual system — each chosen so the broader positioning would land without breaking the search equity that already worked.
- Strategic positioning — voice locked between dry/declarative and warm/place-rooted; a reference set (Monocle restraint, ALD warmth, Grossy texture) metabolized into Jeff's own register, never pastiche.
- Site architecture — seven genres (Engagements, Weddings, Families, Portraits, Lifestyle, Fashion, Products), with skate and behind-the-scenes folded into Lifestyle; each genre a discrete, indexable SEO target.
- SEO equity preservation — the crown-jewel /houston-wedding-photographer → /work/weddings 301, exact keyword phrase retained in title and H1, inside a full six-URL redirect map.
- Editorial copy + voice anchors — the recurring refrain "tell the story honestly, work the available light, stay out of the way," carried across the hero and every genre page.
- JSON-LD Person schema + reciprocal cross-linking with Aster House — one canonical entity, declared once and referenced everywhere, for search corroboration.
- Squarespace 7.1 build kit — nine deliverables, from homepage and genre templates to a 54-step click-by-click walkthrough, precise enough to assemble without a developer.
- Visual system — a warm five-swatch palette (Cream, Ink, Stone, Sand, a single Clay accent), photography-first and place-rooted rather than gallery-white.
Palette
Cream
#F5F1E8
Base
Ink
#26221E
Text
Stone
#8A7E70
Captions
Sand
#EAE2D2
Cards
Clay
#B4543A
Accent
Wordmark
Stacked Mark
Favicon
The "J" monogram, drawn from the wordmark.
The Rebuilt Site
Visit jeffgilmer.com →
Not a single page but a full editorial system on Squarespace 7.1 — a homepage that asserts range above the fold, a dedicated portfolio index, a positioning-forward About, and per-genre pages that each hold their own search equity.
jeffgilmer.com
jeffgilmer.com/work
jeffgilmer.com/about
jeffgilmer.com/work/weddings
Launched May 2026. The full kit shipped — positioning, architecture, editorial copy, JSON-LD Person schema with reciprocal cross-linking to the studio, and the warm five-swatch system, all on the 7.1 build. The legacy 2014 template is retired; the crown-jewel /houston-wedding-photographer redirect preserves a decade of wedding-search equity.
9/9
KIT DELIVERABLES
54
BUILD STEPS
7
GENRES SCOPED
6
URL REDIRECTS
1 anchor genre (Weddings, SEO-keyword-preserved) + 6 supporting. Crown-jewel equity preserved via exact-phrase retention on the weddings page.
Brand positioning, site architecture, copywriting, SEO and schema strategy, visual direction, and Squarespace 7.1 build kit: by Kathrine Gilmer of Aster House. Photography: Jeff Gilmer.
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