5 Ways to Optimize Your Wedding Business Website
Though wedding businesses may vary in size, location, and offers, one thing generally rings true — all wedding pros can benefit from a website designed for lead generation. Your website is a place where you can showcase your value and leave an excellent first impression. And, in a saturated market, your website will allow you to stand out from the competition.
Unfortunately, a website optimized for conversions involves more than just beautiful design. Don’t get me wrong — having the right colors, images, and fonts is still essential! But more than that, your website needs to have strategic copy and messaging if it’s going to set your brand up for success.
If you’re a wedding professional looking to optimize your business website, here’s what you need to include.
A clear headline
Too often, wedding pros opt for a “catchy” headline, assuming people will scroll and want to learn more. Here’s the problem: mystery doesn’t sell. On each of your website pages, your headline should clearly state what it is you do.
Ask yourself, “What problem do I solve for people?” and use the answer as your headline. There’s no need to be elusive here — clear and concise is the way to go with your headers! For example:
All-inclusive wedding planning for couples in Southern California
Classic wedding photography for modern couples in Northern Michigan
Wedding catering for Boston couples looking to create a customized menu
All of these headers clearly state what each business does. There’s no confusion, and website visitors know if this is what they’re looking for or not — which is exactly what a header should communicate. You don’t want to waste time (or your audience's time!) on leads that aren’t a good fit simply because they didn’t understand your offerings.
Authoritative and empathetic messaging
Your website copy should have two different components: authority and empathy. First up: authority. This means that, across your website, your need to answer the question, “Why should I work with you?”
The answer can come from reviews, publications, years you’ve been in business, and any awards you’ve received. Now is the time to prove to people why they should be working with you. Invite people to learn more about your experience and how it helps you transform your client's lives.
Next up: empathy. Your messaging needs to show your website visitors that you get it — you’ve been in their shoes and understand what they’re going through. Always remember that your ideal clients are the heroes of your story. Your copy should focus on them and their pain points rather than just yourself and your team.
Authority lets you sprinkle in some notes about your experience, while empathy helps you build trust. Once people trust that you understand them, they’re more likely to begin working with you. Bringing these two components together is a powerful way for you to showcase your expertise while still being relatable.
Positive testimonials
That authority piece of the puzzle would be incomplete without a handful of positive testimonials from previous clients! Most couples looking for wedding vendors aren’t going to sign on any dotted lines before they read more about the experience you provide. So always ask your clients to submit a testimonial after working together and showcase this positive feedback across your site.
Optimal keywords for SEO
If SEO isn’t your area of expertise, don’t run! There are plenty of free tools you can use (such as Google Keyword Planner) to learn more about the phrases people are typing into their search boxes when looking for a business like yours. Conduct some of your own research to determine which keywords and phrases you can include in your website copy. For a wedding planner in Minnesota, this might look something like:
Minnesota wedding planner
Wedding planner in Minnesota
Minnesota weddings
Minnesota wedding guide
Take some time to find the right keywords, and be sure to add them to each page of your site, so you can better show up in search results.
Consistent calls to action
You’ve showcased your expertise, provided value, and presented a cohesive design — now what? After you’ve put these different pieces together, it’s time for the icing on the (wedding) cake: your call to action (CTA). You need to make it incredibly easy for your audience to begin working with you. Because if you make your offers enticing, people will naturally ask, “What’s next?”
The answer should be your CTA. For example:
Schedule a consultation
Meet with our team
Reserve your date
Always include your contact information on your website so couples can easily get ahold of you. Communication is key to a positive client experience, especially at the very beginning! Consider including an appointment scheduler directly on your site as well. This way, people don’t have to jump through any additional hoops.
There you have it! Once your website has all of the above, you’re sure to consistently generate high-quality leads. Pair powerful copywriting with a beautiful design, and your website will not only be something you’re proud of but something that moves the needle for your business for years to come.
Amanda Zack is the owner of Lantern Room Creative, a boutique copywriting agency that specializes in brand messaging and digital marketing solutions for creatives and wedding professionals.
