Wedding planners need incredible websites.
We’d wager planners need better sites than any other professional in the industry.
Why?
Planners sell 1) an intangible service that’s 2) one of the first decisions a couple makes and 3) other vendors aren’t referring them many leads. Oh, and 4) most couples see planners as a “nice-to-have” instead of a “need-to-have” for the wedding.
So, the site has to:
- Create desire around something couples can’t see
- Get potential clients comfortable spending large sums of money for the first time
- Build trust without recommendations or social proof from other vendors
- Showcase their value to misinformed or disbelieving buyers
That’s not an easy task, which makes it even more important to have an effective site that does the heavy lifting for you.
Unfortunately, most planner/coordinator sites we review miss the mark. Here are
Five major mistakes you might see on a wedding planner’s website:
- Listing out package descriptions in detail
- Feature-dumping
- Not describing how your services help clients
- Not enough specifics about your process
- Relying too heavily on awards and publications
Listing out package descriptions in detail
The key to a successful sales process is to provide the right information at the right time in the right way. Couples move through the purchase process at different speeds, but all will go through the same decision-making process. Identify their needs, shop around to find potential service providers, then make a decision based primarily on value and reassurance.
But when a newly engaged bride- or groom-to-be lands on your site, it’s quite likely they’ve not yet done enough work to identify their needs. In fact, they’re probably searching sites like yours for information on what they should be paying attention to in the first place.
They’re too early in the process to consider product-specific information. It’s like sharing details about a hotel room with someone who hasn’t even picked the city or date for their vacation.
Planners who drop package details on their site are giving the right information but at the wrong time.
Also, all those bullet-points are completely overwhelming the reader. Who can keep 10-30 specifics from three different packages straight? And how can you tell the differences between them without going googly-eyed?
Still not convinced you should take down your packages? Here’s a paradox for you: If you give a couple all the information about your services, then what reason do they have to inquire? Price and availability! And aren’t you tired of getting inquires only asking about these two things?
Save package specifics for the proposal, after they’ve learned what’s most important to them and how you help get them what they want.
Feature-dumping
Even if you don’t offer specifics on your packages, how you’re sharing what you do might make it hard to know what you actually do for your clients.
Here’s the thing: early in the buying experience people don’t really care what you do. They mostly want to know how it helps them.
A. You create a timeline and manage it. So what?
B. You review vendor contracts. Why is that important?
C. You design mood boards. What does that even mean?
D. You do venue walk-throughs. How come?
When you share what you do for clients on your Services page, don’t focus on features. Those are important, but not until later in the sales process when they see your proposal with packages and pricing.
Also, don’t list out everything all at once. Pick 4-5 perfect solutions you offer for your perfect buyer’s concerns and desires. Bonus points for starting with the best solution to the biggest concerns and desires.
Not describing how your services help clients
Instead of unloading all your features, talk in terms of the other person’s interests. We like a simple formula to elaborate the benefits of working with you:
“I/We _______, so you ________.”
Basically, “I/We do this feature, so you get this benefit.”
Easy peasy.
Here are some examples based on features in the section above:
A. We create a timeline so you can spend time with loved ones and not feel pressured to go from one activity to the next.
B. We go through important vendor agreements before you commit, so you don’t miss anything in the fine print that results in extra expenses or unneeded stress.
C. We collaborate on design with mood boards so you get inspiration that’s in your budget.
D. We walk the venue two weeks before the wedding to double and triple check our final plans are so you can rest easy and keep those bags from growing under your eyes with stressful, sleepless nights.
See the difference? These make a big impact on turning readers into clients.
Not enough specifics about your process
Although we don’t recommend specifics on packages and pricing early in the buying experience, we 100% encourage you to lay out what it’s like to inquire and – hopefully – become a client.
Walk them through three simple steps starting with what happens when they hit “send” on the contact form. People who are comfortable with the status quo avoid the unknown, so you have to shine a light on the path ahead if you want them to move forward.
Also, get them excited about what it’s like to work with you. Share the highlights of your client process to build desire to stop searching for a planner and actually start planning the wedding.
If you want to really wow your reader, share parts of the client experience you know are different and better than other planners in your market. Competitive advantages are crucial when making the ultimate decision, and it’s never too early to start planting seeds you’ll feed and water during the sales process.
Relying too heavily on awards and publications
If we never see a sentence that reads something like “An award-winning planning and design company” it’ll be too soon. Seriously. Just the other day we were researching comp sets for a copywriting client, and every other site had a similar statement in the top part of the homepage.
If you’ve won awards, we’re not saying you should not mention it. In fact, shout it from the roof tops. But do it with a logo or badge instead.
And don’t do it in the first sentence on your site.
Most importantly, when you talk about awards (or distinctions or experience) you have to answer the question, “So what?” Because that’s what your readers and potential clients want to know. You were published in Magnolia Rouge? So what? You won Best Planner in California Wedding Day? So what? You were featured in People? So what?
Remember, you’re only as good as your next event. All your past triumphs are the foundation for work you’re going to do for the person reading the site. Focus on how your experience makes it more likely for you to deliver the same kind of success for them if they choose you over another planner.
It’s not easy for planners to book new clients with so many obstacles. Do yourself a favor. Clear a path of least resistance for eager and anxious couples to grow their interest on your website.
Need more direction to make it happen? Reach out. We’re here to help.
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