Having a Website that Drives Your Business Forward

Most wedding, catering, and events companies waste an enormous amount of money on websites that don’t help them grow their businesses.  Perhaps you are frustrated because you thought your website would be your business’ silver bullet to success.  When that didn’t happen, you felt like you didn’t know where else to turn to get more business on the web.  You didn’t know what exactly was wrong with your site, or how to fix it.  It is all fashion and no function. 

A website shouldn’t just be a bunch of well-designed pictures.  It should be one of your business’ most powerful marketing tools.  While images, layout, color, and flow are essential to a professional website, visitors will book with you only after reading words that make them want to book with you.  It is in your best interest to write copy that clearly shows how you will help your customer survive and thrive so that your website can make you money.

Here are five ways to create a website that drives your business forward:

Create a Clear Headline

You only have 3-7 seconds to grab the attention of someone who just landed on your homepage.  You need to get to the point quickly.  Remove any messages that aren’t directly tied to showcasing who you target, the problem you solve, and our solution.  The words you use need to be so simple that a precocious eight-year-old could understand your core message.  Something like “We Plan Luxury Multi-Cultural Weddings that Will Make You and Your Family Proud” would work nicely (assuming that is your niche).  Focus on being straightforward, not poetic.

Don’t Be Afraid to Ask for the Sale

“Contact us” and “Learn More” are not the same as “Get a Quote.” The latter is much more direct and tells your prospect exactly what to expect when they click the button.  It is also highly effective.  The key is to be specific and repetitive.  Not only should you place your call-to-action button on the top right of your website and underneath your headline, but you should also include that same button continuing down your homepage.  It will make it easier for leads to understand how to start their buyer’s journey, and it will nudge them to deepen their relationship with you each time they see the button.

Show Value

At the top of your website, add three statements of the specific value you offer.  They could be something like “enjoy a stress-free planning experience” or “have an unforgettable wedding that perfectly matches your style.”  Ensure that the value expands upon your clear headline and relates to how you differentiate yourself from competitors.  The goal is to tell your audience what’s in it for them right in the beginning.  You are articulating the problem and positioning yourself as the solution.

Give Your Ideal Customer a Plan

It is easy to suffer from the curse of knowledge when you are handling the marketing for your business.  You unintentionally make assumptions that the unacquainted will know how you operate.  Step out of your head and into those of newbies.  Include a three-step plan of how to book you on your homepage.  Start with the first step of their buyer’s journey, then highlight what engaging with you looks like, and finish with a visualization of success.  Your process might look like this:

1. Schedule a call. We'll go over your needs, how we can help, and what you can expect from working with us so that you don't have any surprises during the planning process.

2. Sign the contract. We will draw up a full proposal based on our conversation that outlines all of our fees and the activities we will do to make your big day come to life.

3. Relax. Seventy-two hours after you sign your contract, you will receive your wedding planning timeline, so you know what is happening and when you need to have payments ready.  All that's left for you to do is relax as we guide you step-by-step toward your dream wedding.

Remove Distractions

 Too many shiny objects will detract from your ability to nudge future clients down your marketing funnel.  Limit your top navigation menu to 3-4 items or remove it altogether.  You can put nice-to-have items in the footer navigation.  Website visitors scan websites instead of reading them. Limit the amount of text, and use headers to tell the story.  You should be able to give your viewers the main idea of your offerings even if all they did was scan your headers.

 It is worth it to put effort into making the above changes on your website to ensure it is highly-converting.  Not only will you gain clarity on your business, but you will also see more dollars in your bank account. 

 To help you give your site a facelift, download this free highly-converting website checklist.

Aleya Harris, an award-winning marketer and former chef and catering company owner, is the Owner of Flourish Marketing, an agency that provides marketing education, strategy, and tools to help wedding, catering, and event professionals get and keep a consistent stream of clients.   Aleya is a StoryBrand Certified Guide. She uses that narrative-based framework to develop clear, engaging, and highly converting marketing assets, like websites and social media solutions, for her clients.  Aleya is the current Marketing Committee Chair for NACE and a top speaker at conferences and events like Catersource and The Special Event.