Getting too many “how much does it cost?” emails from website visitors?
Your wedding keywords, the SEO words you use on your website, could be the problem.
Here's the good news:
You can easily fix it. I'll show you the words that could be attracting mismatched visitors and how to modify your content to reduce the amount of budget-driven traffic you draw from search engines.
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How One Planner Used Wedding Keywords to Shift from Attracting Price-Shoppers to Booking High End Clients
When I first started working with Martina, she was burnt out of dealing with low budget prospects.
Nearly every inquiry she received wanted the cheapest pre-packaged planning service she could offer, which didn't leave her any creative freedom to give them the custom wedding she thought they deserved.
After examining her website, the first issue I noticed was that it was flooded with blog posts and webpages about wedding packages; how to choose one, the benefits of all-in-one pre-packaged solutions and so on.
On the upside, this content was bringing her lots of rankings and traffic from search engines.
One the downside, all of that traffic was motivated by price, not experience.
So here is exactly what I did:
- I examined all the wedding keywords that were bringing her website search traffic.
- I narrowed the list down to only those words that seemed to be centered around pricing and savings.
- I identified any pages and website content that used those terms and other related words and updated the copywriting to focus on the experience of Martina's custom wedding planning services, rather than the cost savings.
In 3 months, the results were dramatic. Not only did her overall search engine traffic increase by 560%, the keywords that were now bringing her visitors had drastically shifted.
Previously, Martina was ranking for words like "wedding packages". Afterward, she was ranking for terms like "wedding planner," "wedding planning" and "wedding venues".
As a result of the right wedding keywords + copywriting, Martina's entire client profile changed. She went from dealing with constant pricing emails to effortlessly attracting higher end prospects that were pre-sold on her services and didn't even ask about price until right before booking!
How Wedding Keywords Determine Whether Your Search Engine Visitors Are Budget-Based
All search engine queries start with words:
If the keywords you use throughout your web copy are the kind used by couples on a tighter budget, that's who you'll attract to your website.
Search engines like Google, Bing and Yahoo, use words to determine what your website is about. That's why you must be deliberate about the language you choose.
You are literally telling search engines which terms your website should rank for through your copywriting!
If the subject matter of your website pages and blog posts is mostly about planning a wedding, then chances are pretty good that your website isn’t going to rank well for “chocolate chip cookies.” Thank goodness!
However, if your website frequently mentions tips on cutting down wedding costs, guess what search queries you'll probably start to show up for? Yep, price-focused ones.
If you're looking to attract couples who are more focused on the experience and results they'll get from your event services, rather than how much it costs, then you must adjust your website content to match your intention.
Wedding Keywords That Could Attract Budget-Conscious Couples
Every word you use and, more importantly, repeat on your website can be turned into a ranking keyword by search engines. Be intentional about your word choices and consider whether the following categories of possible price-centric language belong on your website, based on your unique business model.
Couples searching for “wedding packages,” “all-inclusive wedding venues” and “one-stop-shop for wedding” might be looking for a bulk deal.
At the root of it, the idea of a “package” is combining multiple services, products and/or benefits together in order to achieve a bulk purchase savings.
Note: It’s also true that these couples might also simply be looking to save time by finding all of their needs under one roof and if that's the kind of client you want to serve, then by all means, use these words!
However, if you're really looking to give your clients a more customized experience, possibly at a higher investment, then maybe these are the keywords you want to steer clear of.In that case, you might want to lean more toward words like “services,” “offerings” or "experiences."
Let’s face it, some words are blatantly price-focused, such as “cheap,” “inexpensive,” “affordable,” “low cost,” “budget” and “budget-friendly.”If your entire business model is based on being the lowest priced option in the area, these are fantastic words for you.
However, if you’re looking for a modest to high investment for your services, you need to avoid these terms like the plague.
This is probably the most obvious grouping of words you’d want to avoid if you’re looking for prospects that are actually willing to make an investment in exchange for your services.
Naturally, if you use words such as “free,” “pro bono” or “barter” anywhere in your webpages or blog posts, it could get picked up by search engines and draw in visitors looking for a steal.
You might think couples would never use a word like “barter” in their search for wedding vendors, but they can get these ideas from wedding blogs like Broke Ass Bride who celebrate the art of bartering and negotiation as tools for getting more with less and even educate their readers on how to do so.
Again, if you're all for working with couples who are savvy with savings, then cool, go for these terms.
If not, eliminate them from your website copy.
Some couples just want to feel like they’re getting a great deal, even if they are investing at a reasonable level.
For this flavor of query, you might find words like “discount,” “discounted,” “wholesale,” “blowout,” “sale,” “clearance,” and “promotion” sprinkled into the search phrase.
Even if you use these words in a blog post that refers to some other company’s product or service, you can still attract traffic from these searchers. Google isn’t likely going to make that distinction.
So before you announce a sidewalk sale happening at your favorite bridal shop down the road, be mindful of whether you want to attract couples interested in cutting costs.
Perhaps you're ok with your clients enjoying some savings as long as you still earn the profit you desire. If that's true for you, these keywords are just fine to utilize on your website.
Or, maybe you subscribe to the notion that discounting your services leaves the impression that anything is negotiable and maybe you're not worth what you charge.
There's no right or wrong, only right or wrong for your unique wedding business.
Whatever your belief, let that drive your decision to use or lose the discount category of wedding keywords.
It’s probably a safe assumption that cost-based terms could potentially attract both price-shopping couples and higher budget couples looking for a ballpark of what they should budget for a given service.
However, they are probably more likely to attract cost-focused prospects because higher budget clients tend to use other tools for evaluation, such as referrals and reviews, and aren't typically as concerned with cost at the start of their planning process.
These words might include “rate,” “rates,” “cost,” “costs,” “price,” “prices,” “pricing,” “fee” and “fees.”
If you prefer to establish value through an interaction before revealing the price, then you might want to minimize or eliminate usage of these words online.
If you happily list your fees on your website, then perhaps better alternatives might include “investment” or simply “services.”
You could argue that the word “investment” is equally capable of inviting price-based searches, but I think this term is less likely than the others to do so. It’s also a far less common term used by searchers overall, in terms of traffic volume, so it’s probably a safer option.
This one is tricky.
The "do it yourself" category doesn't exclusively apply to price-shoppers. Many millennial couples with reasonable budgets choose to incorporate D.I.Y. elements in their events to add personalization and charm.
These phrases may include words like "diy," "do it yourself," "create your own," "make your own," "design your own" and "build your own".
If you are looking to work with higher end or, at least, higher budget clients, then D.I.Y. related words may wind up attracting couples who feel empowered to go it alone…which means they aren’t about to hire you. They may like your blog post about a certain D.I.Y. project, but that’s as far as your relationship will go.
If that sounds like you, be selective about the do-it-yourself topics you dive into on your website. Make sure they don't compete with the services you offer.
Here are a few scenarios when it might make sense to continue using these keywords:
- You sell templates, kits and supplies for crafty types
- You sell a book about taking your wedding planning into your own hands
- You run an ad-driven blog on the topic of D.I.Y. weddings
- Your services are catered to a do-it-yourself couple, such as if you only offer day-of wedding coordination and do not provide planning or design services
Audit Your Website Copy
Now that you have a simple list of common words that can accidentally align you with the wrong audience, it's time to get them off your website.
Here's what to do:
- First, download the list of words we just identified and circle all the ones that you feel might attract visitors that aren't fully aligned with what you're offering.
- Then, go through each webpage and blog post throughout your site and look for any of the words you circled or words that are similar in meaning to them.
- Finally, set aside 30-60 minutes every week to go through each of these pages, one by one, replacing the misaligned wedding keywords with ones that are more fitting to the audience you want to attract.
Moving forward, make it a habit to pay close attention to the words you use on your website and blog to ensure you're not attracting visitors that aren't a good fit.