The Ark
Luxury event planner The Ark set sail with compelling MarketSmiths-written web copy that deeply resonates, helping achieve a remarkable 100% conversion rate and $1,796,553 in annual revenue.
The Challenge
“Intuitive, creative, constantly exploring new opportunities in event planning”
Imagine the receiving line for a wedding reception with 5,000 guests. In India, where traditions hold profound cultural significance, a five-hour photoshoot may have seemed inevitable — but not to Leena Murthy, founder of The Ark (formerly Seven Seas), a luxury event planning business that specializes in extraordinary experiences.
Leena is a creative visionary who enjoys pushing past conventions to bring her client’s dream events to life. Thinking outside the box, she suggested the couple make their grand entrance through a floral-adorned door center stage, then casually mingle with guests, taking photos as they move through the crowd. Over 35 musicians and dancers then took the stage, entertaining attendees in front of a magnificent floral backdrop. This innovative approach broke norms and set new trends, showcasing The Ark’s ability to explore uncharted areas in event planning.
“I was reading through several copywriter profiles, and I fell in love with MarketSmiths. What stood out for me with MarketSmiths was they made me feel inspired and want to access all the brand stories on their site.
No other copywriting agency was able to do that for me, and I found that really interesting. I liked that the copy drove me to that point.”
— Leena Murthy, CEO & Co-Founder of The Ark
The Challenge
“We need to communicate what the client wants, not just what we can do”
Though Leena was adept at explaining The Ark’s brand story to everyone she met, brand launch copy is another world.
“What I like about copywriting is the personality it creates,” she explains. “Copy doesn’t have a voice, but the words and the way statements are framed give it a unique tone that finely narrates the brand story. I enjoy seeing my ideas come to life in this way.”
Her investors initially balked at budgeting for outsourced copywriting. However, Leena felt it was important to achieve a novel look and feel that would effectively showcase her intuitive, creative, boundary-pushing brand to an international audience.
“I don’t like the images or the copywriting on most Indian wedding planning websites because there’s nothing for the client,” Leena explains. “It’s all about ‘I do this’ and ‘I do that.’ Websites need to communicate what the client wants, not just what the business can do. Yes, you exist because you can produce that level of work, but how do you inspire a client to be fascinated with your work or connect with it? I believe it’s essential to draw inspiration from who the client is as a person and create weddings that reflect that. Most websites fail to convey this collaboration and connection.”
MarketSmiths stood out on a list of “top-notch copywriters in the world,” and she immediately felt a connection. “I fell in love with MarketSmiths because their copy made me want to explore all the brand stories on their site,” she said. Unlike other copywriting websites, the MarketSmiths site inspired her to take action.
“It was a good experience for me working with MarketSmiths, and it’s something that I really fought for when meeting with my investors. They told me, ‘We’re a new company. We can’t really budget for this.’ But I said, ‘No, this is really important for the brand.’ Eventually, everything fell into place. Now all the investors are happy and they love the site.”
— Leena Murthy
Shared Success
“100% of the clients who have seen our site converted”
MarketSmiths crafted elegant and evocative narratives to match the stunning photography for the site and honor Leena’s vision. The end result was creative, intuitive, and impactful—just like The Ark.
Creative.
The homepage welcomes visitors with the inviting line, “Where celebrations take sail”—a sea-faring metaphor setting the tone for an immersive web experience.
Similarly, the phrase “Prepare to be swept away” evokes the imagery of waves carrying one into the depths of the ocean while also mirroring the romantic emotions couples often feel as they prepare for their big wedding day.
Intuitive.
There’s beauty in simplicity with headlines like: “Beautiful blooms for your special event.”
“If I’m a bride, I can’t take my eyes off this statement,” Leena explains. “I instantly relate to this feeling of ‘I want these beautiful blooms at my event because my event is special.’”
Similarly, “Your event calls for a magnificent setting—tailored to your unique taste and style” directly addresses a client’s sense of individuality and aspiration for an exceptional, personalized occasion.
Looking at the site one year later, Leena feels the copy still resonates: “It feels fresh and timeless. There’s always a sense of something new happening and communicating something that’s innate in us. It’s not clichéd—but invites everyone, whether a bride or a fellow planner, to feel part of the experience and want to connect with us.”
Impactful.
Clients consistently praise the website copy for its “highly engaging” language that “stands out from typical Indian event planning sites.”
And the impact is tangible:
The Ark’s website boasts a 100% conversion rate.
“All of the clients who have seen our site have converted,” Leena confirmed. “In the last year, we’ve done at least 40 different types of events, ranging from a small wedding to a really big mega-wedding.”
In dollars and cents, this corresponds to $1,796,553 in annual revenue!
“The investors are all happy now,” Leena laughs, “and they love the site.”
Presently, Leena’s planning to roll out a series of nine MarketSmiths-penned social media posts that have a voice and tone consistent with the brand website launch. She’s also considering working with us to create additional landing pages that will help her business set sail around the world.
Contact MarketSmiths
Reach out to learn more and get captivating copywriting.
