Consumer Psychology

How To Get More Wedding Inquiries

5 Website Changes You Can Make Today

Wedding welcome party photo by    Cameron Clark

Wedding welcome party photo by Cameron Clark


If you’re a wedding entrepreneur, here are four changes you can make to your company’s website that will help you get more inquiries.


1. Create one clear call to action throughout your site.

Not three, not five, not eight. One.

If you're a service-based wedding professional, the point of your website is to get potential clients to contact you so that you can start a conversation. It is not to convince them of everything they need to know.

We like to think that people click through our sites in the way that we've laid them out, that they’ll go through all our galleries, or swipe through our 10 favorite things, or that they'll complete the fun Buzzfeed-style quiz on the wedding colors that best match their personality, but they don't.

The majority won't even land your home page, they'll land on whichever page on your site best matched their Google search term.

Make sure whichever page they land on is clear about what step you want them to ultimately take. That ultimate step should be contacting you.


2. Delete all industry jargon from your website's copy.

You may hate the term "vendor" or "supplier” (and with good reason), but a potential client who has no experience with the wedding industry will assume the term "creative partner" refers to your business partner or your life partner. They have no idea that you're referring to wedding professionals from other companies.

If this is the battle you want to pick, that’s your choice, but educating a client on how much weddings actually cost may be a better issue to focus on than making sure they get their vocabulary straight, especially since wedding spending is down and the DOW dropped 800 points earlier this month after “the bond market flashed a warning sign about a possible recession for the first time since 2007.”


3. Make your website’s copy inclusive.

Love is love, and it’s important that your site’s copy doesn’t unintentionally alienate people based on who they’re marrying.

Instead of writing the singular “bride and groom” (assumes the partnership includes one of each), you can use :

  • “bride or groom” (“Our services are designed to take all the stress off the bride or groom’s plate.”)

  • the plural: “brides or grooms”/”brides and grooms” (“I love seeing the faces of our brides and grooms when they see the beautifully designed ballroom for the first time.”)

  • couple/couples (“The couples we work with tend to be fun and down-to-earth while still appreciating the finer things in life.”)

On your contact form, if you need the second person’s name, simply use “Your Name” and “Partner’s Name” instead of bride/groom’s name for those fields.


4. Having a blog on your website is still the best SEO method. Period.

If you're not getting found online, blogging is the easiest and quickest fix.

If you have a blog but it's hosted elsewhere (Medium, Tumblr, Blogspot, etc), transfer it to your site. The best method is to host it as a folder (website.com/blog) and the second best is as a subdomain (blog.website.com).

I've written 2 million+ words on my wedding business blog over the years. I am not a blogger. It is not sponsored, ad supported, or affiliate-monetized. But it has landed me some of my biggest clients because it ensures I turn up on the first page for whatever they're looking for. Plus it shows that my expertise runs deep and I know what I'm talking about.

2 million+ additional words on my site for Google to crawl.

You know how many words my competitors have on their sites? Not 2 million. Not even close.

How many words does yours have? How many do your competitors have?

If you write paragraphs as Instagram captions (which do NOT help your SEO because they're coded as no-follow links), you can reprioritize to schedule some blog posts as well. Make the brand house you rent work for you (Instagram), but build equity in the brand house you own (your website and blog).

Also, "engagement season" in the United States starts at Thanksgiving (late November) and goes until Valentine's Day. If you want a potential bride or groom to find you once the question is popped and a ring is on their finger, start updating your site and blog now so that Google has time to index everything.


5. General web UX (short for "user experience") wisdom is that your contact form should be short and sweet.

By short, I mean three fields or less. Even bumping up to just four fields can reduce the number of people who fill out the form and click "submit" by over 50%. That measly extra field can cut your inquiries in HALF!

  • Unless you're a high-volume venue, you probably don't need their wedding date before you talk to them.

  • You don’t need to know up front where a potential client first heard of you, plus whatever they fill in on your contact form is probably wrong. They'll write Instagram because that was their last click when in reality they first saw you mentioned in a print issue of WedLuxe magazine, googled your company on their phone, clicked on a Pinterest result, clicked on a photo to a real wedding you had published on Over the Moon, clicked to your Instagram, then after scrolling for a while, clicked to your website.

  • A couple at the beginning of their wedding planning process likely does not know their real wedding budget yet. If they're having a luxury wedding, they may even assume that their budget will be around $50,000-$60,000 (they’ve heard the US national average is around $30k, so they figure doubling that number is a safe bet). Filtering them out by budget on your contact form is a sure-fire way to lose amazing clients who are happy to pay your rate once they've been educated on real costs and have been guided past sticker shock.

The above information is useful, but asking these questions can wait until your first conversation after you’ve gotten the inquiry.

That said, in some cases you can get away with more form fields without hurting your visitor-to-inquiry conversion rate, which can be helpful in certain circumstances. The catch with this is that the form fields have to be valuable to the potential client, not only to you.

For example, Millennials and Gen Z (aged 40 and younger) are famously guarded when it comes to giving out their personal cell phone numbers. This can be mystifying for people who grew up primarily sharing a landline with their family members.

Even so, it can be very helpful for you to get their phone number up front. If you opt to do this, one way to increase the chances that they complete your contact form is to include a field that asks how they prefer you contact them (by email, by phone, by text/WhatsApp, by Facetime).

A doctor or a teacher is unlikely to be able to take an unsolicited phone call and doesn't necessarily want non-urgent texts showing up on their Apple Watch. People working in an open-plan office where personal calls are frowned upon or personal email sites are blocked can often return a quick text without interrupting their workflow. If your destination wedding client lives outside the US, WhatsApp is likely king. Gen Zers are known for their love of FaceTime because – despite the anti-social label they’ve wrongly been given – they highly value face-to-face connection, even if it can’t be in person.

If you want clients from a younger generation to hand over their phone number on the initial inquiry form, make sure you give them the power to tell you how to use it, and then respect those boundaries.

Why People Hire the Mediocre Wedding Pro Instead of You

It has nothing to do with price.

Photo by    Cameron Clark

Photo by Cameron Clark


There is a woman who has written more than 25 books and makes her living as a professional author and as a writing professor at a university. She was up for a prestigious literary award and everyone just knew she was going to win.

The evening of the black-tie awards ceremony came and, while the nominees were being announced, she discreetly pulled her folded acceptance speech out of her purse.

Another woman’s name was announced from the stage. The award was given to a young author who had recently published her very first book.

The veteran author nursed her grudge through the rest of the ceremony, cycling through jealousy, self-pity, and even anger:

That award was rightfully hers!

She had been in the industry for decades!

Who was this nobody who came along and took the award after just one book?

She hadn't yet paid her dues!

After the event, the younger author approached her, stuck out her hand in introduction and asked, "Do you remember me?"

The veteran author confessed that she did not.

The younger author replied, "You were my writing professor in college. In fact, I had no idea what I wanted to do with my life until I took your class. You were the one who inspired me to pursue a career as a writer. Thank you so much – I feel alive when I write, I love my life, and I owe that to you."

The veteran author was taken aback and, of course, immediately felt guilty about nursing any animosity towards the younger writer. This person she had felt jealous towards only a few moments before was crediting her for her success.

When it comes to the wedding industry, there’s a lot we can learn from this story.

Yes, in paving a path for others to follow, you may end up losing a wedding, or an award, or a speaking engagement, or a TV spot to someone much newer to the industry than you. Focusing only on these occasional losses is where people miss the forest for the trees.

If you want people to appreciate that what you offer is better, that what you offer is actually good, the market needs to have more actually good businesses in it. It seems like you should be able to stand apart by being good when surrounded by a sea of mediocrity, but real life rarely works that way.

Don’t believe me? Consider this: everyone likes to think of themselves as having exceptional taste, yet mediocrity sells every single day.

Vocalists who have to rely heavily on autotune make the Top 40 all the time.

Mismatched, poorly made leggings were the one of the hottest must-have items of the mid-2010’s.

Millions of people are currently drinking celery juice to cure their diseases because a guy on Instagram with zero medical training said that a ghost told him it was a good idea.

Everyone wants what everyone wants because humans are pack animals and we associate safety with numbers. Mediocrity sells because it’s familiar.

So, if you want more people to want what you offer, at the level of expertise and taste you offer it, then you need to help ensure that the better options are what’s familiar.

You need more legitimately good competitors producing legitimately good work and showing it off. Sharing what you know and working to leave the industry better than you found it will almost always come back to benefit you in the long run.

Generosity wins.


The original version of this post was originally published February 2012.

The Biggest Myth About Luxury Clients

A couple of years ago I was quoted in an article in the Tennessean on how "millennials are driving a dramatic change in the food economy." In the piece, the author also shares that Costco is now the number one seller of organic produce in the United States, beating out Whole Foods.

This isn't exactly surprising since:

  1. Costco is more ubiquitous than Whole Foods, and

  2. the average household income of a Costco member is $100,000+.

This is a good reminder for people who sell luxury goods and services in any industry: luxury consumers rarely buy luxury in every category across the board.

Believing that luxury consumers buy luxury all the time is the number one myth I see my clients and others working in the high-end of the wedding industry buy into. Their thought process tends to be that if a person is wealthy, they'll spend a high dollar amount on everything. This simply isn't true, and embracing this fact can help you understand your clients better and sell more effectively.

Wealthy people often stay wealthy because they're smart with their money. They will spend more on what they value, but they are often not into spending just because the price tag is high.

Costco markets to a higher-end demographic because people with higher incomes like to save money. Similarly, Ann Taylor has consistently outperformed among high net-worth shoppers over the past several years. Ann Taylor. Not exactly the first brand that comes to mind when you think of luxury fashion. And yet, these high net-worth women will often pair their Ann Taylor dress with Prada heels and a Balenciaga handbag.

A bride or groom hiring a luxury wedding planner may not see the value in having a high-end cake designer, and vice versa. Value is personal to each client, and part of the initial meeting is sussing out the priorities each couple has.

You can be expensive, and people will pay you handsomely, as long as you're showing the value of what you bring to the table. What you bring to the table goes beyond your portfolio: stylish, beautiful work is now the bare minimum standard, not a competitive advantage. (Don't believe me? Scroll through any wedding hashtag on Instagram. Gorgeous work for days.) If you weren't talented, the potential clients you meet with wouldn't have reached out to you in the first place.

Dig deeper than talent and price, and focus on selling that. In the luxury end of the market this is more important than ever.
 


Originally published August 2016