When’s the last time you gave your website a really critical look? And when I say critical, I don’t mean ‘is it pretty enough?’ Because, while a beautiful website is important, if other things aren’t attended to, it can drive away potential clients.
Your website is likely your biggest online sales tool to help wedding couples to see how awesome you are at what you do.
Is your website designed to help encourage your ideal client to reach out for more information about your services?
3 Key Website Questions Wedding Professionals Should Ask
Performing a mini audit will allow you to look at your website with a critical eye to make sure it’s the business driver you want it to be. You don’t need to be a website professional to be able to do this audit. You just have to have to know your business and your goals for your website.
No one knows your business better than you do!
#1 – Is my website driving business?
The first thing you want to do is to identify (or revisit) what you actually want your site to do for you.
• Is my website still doing its job? Does it still have all the functionality I need it to have now or will need it to have in the near future?
• Do I have future plans that my website will need to expand to allow for?
• Is it generating enough business for me?
• What do I want people to do when they come to my website?
• What would a successful website look like for me?
#2 – Is my website attracting the right client?
Once you know what you want your website to do, you need to think of who you want it to attract. Maybe you originally wanted to appeal to smaller budget wedding couples and you are now poised to take on a more luxury clientele.
Make sure you’re VERY clear on who your ideal client is and that your website speaks directly to them.
#3 – Is my website meeting potential clients’ needs?
This is why you take steps to get into your ideal client's head and walk their walk so you can speak their language.
Ask yourself, is your site easy to:
• Navigate and find information about services, pricing and answers to any questions/obstacles that my ideal client would have?
• Find out who you are, what makes you different, and how you’ll meet their needs?
• Know what to do next and how to contact you to take next steps?
One of the best ways to know if your site is meeting your visitors’ needs is to see where they are going and what they are doing on your site. Using tools like Google Analytics and heat maps (e.g. CrazyEgg, or Hotjar) will help show you what parts of your website are getting the most eyes so you can know what’s working.
Conducting this mini audit on a regular basis won’t take a lot of time, but it will help you to improve the chances of your website bringing you in more of your ideal clients.
Brenda Cadman is the founder and CEO of Bon Accord Creative, a company that specializes in offering website solutions and development to creative professionals.