Getting the word out about your wedding vendor business requires networking with other people in the industry and getting your name in front of brides-to-be consistently. You can have a presence at all the bridal shows and even be best friends with the owner of the local dress boutique, but if your website isn’t up to par, you won’t get far in this business.
Most people start their search for wedding vendors online. Even if they plan to attend a bridal show or visit various locations, they’re going to punch a few keywords into search engines and see what pulls up locally. A well-designed wedding vendor website is the key to attracting local traffic and turning site visitors into leads.
What Types of Wedding Vendors Need Websites?
According to IBISWorld, the wedding services market is approximately $61.9 billion in the United States, a 3.8% growth overall. A lot of people put off their weddings during COVID-19 shutdowns, so this may be one of the best times to get your wedding vendor website up and running.
All types of wedding vendors need websites–from the amateur photographer to the event venue to the cake baker.
What does a wedding vendor website need to be successful? While there isn’t one formula that fits every type of wedding service business, there are some rules of thumb you can follow to ensure site visitors get the details they need to make an informed decision about whether they want to hire you.
1. Unique Design
Your design needs to be professional and unique. While most wedding type businesses have a similar look with soft colors, script fonts and even similar layouts, adding a few details that differentiate your business can make you stand out from the competition.
The Grand uses a truly unique photo to showcase the scene they can set at their wedding venue. Located in an old theater, the old time car with the wedding couple in classic wear shows just one possibility. The hero shot captures the attention of engaged couples because it is different from the typical shot in a field next to a wood fence.
2. Choose Portfolio Elements
There are around 1.88 billion websites around the globe. If you want to find some excellent examples of portfolio websites, you don’t have to look far. Almost any wedding vendor business website should include photographs of your work so those preparing to exchange nuptials can check out what you’re capable of.
Some of the things you might want to include are an about page, photo gallery and details on what you specialize in.
Although it might be tempting to keep your prices on the downlow, do you really want to waste your time on couples who can’t afford your packages? It’s best to make a list of what you offer and a general price range. Those who contact you will be your target audience and willing to pay your going rate.
We love Brighter Lights’ pricing page. They share their packages, price by location and some of their beautiful videography. You can sort pricing by where you’re located in the areas they service and they also offer several packages for those on a budget to those going all out and sparing no expense.
4. Know Your Unique Value Proposition (UVP)
Your UVP is what makes you different from the other vendors in your area. Perhaps you pride yourself on going the extra mile. Share how you’ll scale the side of a rock retaining wall to capture the perfect photograph or drive 100 miles to ensure the couple has fresh flowers of their choice on top of their cake.
Your UVP must be something your customers care about. They don’t care if you’re the fastest growing barn venue in the area. They do care that your growth means you have established relationships with some of the top caterers and photographers in the county and can help them land the ones they most want for their weddings.
5. Refine Your Call to Action (CTA)
Your CTA can either move your site visitors through the buyer’s journey and turn them into leads or drive them away. Make sure you try different placement, colors and wording on your CTAs until you hit on one that gives you the conversion rate you want.
Julie Deffense Artistry website shows off photos of some of her stunning wedding cake creations. A black CTA button creates deep contrast against the white background. The pop of bold black with white text invites the user to “Schedule an Appointment.”
6. Make it Mobile Responsive
More and more people use their smartphones to access websites. A bride-to-be might browse for cake bakers, wedding planners and venues on her lunch break at work or when she has a few minutes while waiting on an appointment.
Your site needs to convert to a smaller screen and still share the vital info the user needs. Make sure forms are autofill and the user can tap a button to share their first name and an email. Pick a phone up and try your site out to see how it works.
7. Cut the Clutter
A cluttered site with too much information makes it difficult for the user to focus on their next task in the sales funnel. If you want them to take a series of steps, learning more about your service and eventually getting in touch with you as a potential vendor for their wedding, you have to hone in on the goal of the page.
Aisle & Co. is a wedding planner located in central Ohio. Note how simple the overall design is. When you land on the page, all you see above the fold is the logo, what they do and where they are located. A hero image fills the rest of the screen as the background on the page. Those located in the area and looking for a luxury wedding planner will scroll down and find more information.
Test, Get Feedback and Retest
An excellent wedding vendor website design requires tweaking and changing as the business grows. The basic site that worked when you first opened your company may not provide what you need as you scale up or change your specialty areas.
Conduct split testing to see how your audience responds to changes. Get feedback from current customers. Make changes. Retest until you get the conversion rate you want. An excellent wedding vendor website is an ongoing work in progress that refines over time.