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Other People's Opinions of Your Wedding Business Website Don't Matter

by: Kathy DalPra

wedding business website designThe other day I was talking with an event planner who was struggling to get her business to profit, let alone pay off the advertising she'd been investing in. She just wasn't getting leads from her website. So I asked her a few questions about her site, including whether she built it herself. When she told me she actually hired someone to build it, I guess I did a pretty poor job of hiding my shock because she was very disappointed with my reaction. And, who could blame her? If you actually paid someone to design your website, you sure don't want people to think it was just a template! (Side note: it did turn out that her programmer was only using a template.)

Still, I think what she was more upset with was the fact that she'd polled roughly 200 wedding professionals on what they thought of her website when she launched it and not a single one had anything but positive things to say about it. So what was wrong with me that I had concerns about the look of her site?

Instantly she started to press me about exactly what I thought was wrong with it. And I had to stop her right there because, at the end of the day, my opinion doesn't really matter. And neither does the opinion of 200 of her peers. Here's why...

1. None of us are buying from her

It doesn't matter how beautiful or ugly your website is in the eyes of the general public. What matters is what your true buyer thinks of it. If they are attracted to it, staying engaged and taking the actions you want them to take...then it's on the right track.

2. The primary thing that matters is sales

She insisted that my perspective was relevant because supposedly I'm a website expert. But I didn't become an "expert" by going around telling everyone what was wrong with their websites. I got to this point by being a student, not a know-it-all. I'm a student of what works, what gets results. Being an obsessive investigator is how I came to understand website conversion.

What matters is if it's selling for you.

And that's why I told her, "My opinion of your website doesn't matter. At the end of the day, what matters is if it's selling for you." Are you getting the level of leads and inquiries you want from it?

If the answer is "yes", than I wouldn't worry too much about what other people think. I know an Internet marketer who is a multi-millionaire many times over who has one of the most hideous websites I've ever seen and hadn't even updated the design for over a decade until last year. But being an eye sore didn't prevent his website from generating enviable revenues...so why change it?

If the answer is "no", then follow the numbers, not the opinions. At the end of the day, when you're running a for-profit website, it's the sales (or inquiries) that matter. Instead of wasting time trying to poll everyone or see how your website sizes up to the competition, invest your time in discovering why your true buyers aren't buying.