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5 Questions Every Wedding Business Website Should Answer

by: Kathy DalPra

wedding business website questionsWhen couples visit your website, they want answers fast. There are a lot of websites competing for their attention and if yours doesn't stand out and give them what they're looking for quickly, they'll be gone forever. So when you're creating your website pages, especially the most visited ones (home, about, services), keep these 5 questions in mind.

What do you do?

Couples that are visiting your site for the first time have no idea what you do. They also don't get vague references or clever theme-based talk. Be clear what your profession is and what you do for couples as a service or product so there is no confusion and they get it right away.

Who do you work with?

I know you may think that your bride is every bride...but it's really not. A bride planning a backyard wedding with 25 people on a D.I.Y. budget is not looking for the same products and services as a six-figure bride with people to please and appearances to keep up. Know who your ideal client is and tell her that your offerings are designed specifically for her (or him). You don't necessarily have to come right out and talk financials (and it's not just about financials anyway), but its a good idea to describe the persona, needs or desired type of wedding of that individual.

What makes you different?

Again, couples are bombarded with marketing messages from wedding vendors and resources the second they sign up for anything; a bridal show, a The Knot account etc. They have very little time on their hands to sift through their options, so if you want to get their attention, you need to show them what's different about you right away. Why should they choose you over someone else?

Why should I care?

I learned way back in my first corporate sales training that people are always tuned into station WIIFM (what's in it for me?). Before they'll pay attention, stick around or take action, they want to know how your offerings will benefit them...in their words, not yours. Telling them they'll have a "dream wedding" isn't going to sound off any alarms. It's too generic and overused; it will just blend in with everyone else's promise. They want to know specifically what kind of dream wedding you help your clients create and exactly what that looks like. If it resonates with them specifically (and it only will with ideal clients), they'll stay on your site and explore.

What should I do next?

I realize that it might seem obvious what they should do next if they are interested...call! But sometimes visitors need more of a nudge than that. Also, sometimes they're just plain not ready to call. Think about the next logical step your visitors can take on each web page and ask them to do that. It's not always inquiring or buying, so lead them to move forward even when they aren't ready to pull out their pocketbook.