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A few months ago, I made a vow to review the website copy of 100 wedding planners websites in 100 days. I am about to make good on my commitment.
Over the next 100 days, I’m going to review 100 website pages of wedding planners from around the country (+ maybe even from around the world).
I’m going to review one page per day + share:
- The good
- The bad
- The ugly
when it comes to their web copy. From time to time, I might chime in on other aspects of the page (such as design or marketing technique), but mostly I’m going to stick to showing you good copy, bad copy + great copy, so you can use it as a MODEL (not to copy) for your own website copy.
So let’s get to it.
Here is the first contestant.
The good: The copy is personable — in that it sounds as if the wedding planner is speaking directly to a bride or groom. She is using “I” + “you,” which brides + grooms eat up with a spoon.
The bad: The page is missing one major element — an engaging headline. Her headline now is Wedding Services. This is not a headline, but simply the name of the page.
A headline that really grabs the attention of a bride or groom + creates a need or desire for them to work with this planner can mean the difference in them checking out the rest of the page or just closing out of the page + moving on to the next wedding planner.
The ugly: The ugliest part of this page copy is that it is MISSING a call to action at the end. She totally leaves the brides + grooms hanging after they read this page because she doesn’t tell them what to do next. Worse, she doesn’t even link her three packages/services to a page where they can read additional info on the service they think they want.
Because she doesn’t link to a new page for each service, she also fails to create a need or desire for each package with the copy that is here. She lists out features of the package, but never really tells brides + grooms how it benefits them to hire her for this particular package.
Feature: From finding a wonderful location for your reception to setting your wedding budget and securing the perfect team of vendors for your event, I am with you every step of the planning process to help orchestrate your perfect day.
To this, I (+ brides + grooms) say, “So what!”
Benefit: While in no way is it a comprehensive list of everything I help you do, we start with setting your wedding budget, so you know exactly how much money to allocate to each aspect of planning your wedding (+ so we can stay on the right financial track as we proceed with planning your big day.)
We can then move on to securing the perfect team of vendors for your event — the best in town that fit your budget and your style — so we can turn the vision you have in your head into your dream wedding day.
Blah, blah, blah…
I think you get the idea.
I’m Kristie Lorette McCauley. I have a word addiction and I’m not afraid to use it (or admit it).
In my past life, I was a certified wedding planner. In my current life, I am the wedding planner content + copy writer.
I use my writing + wedding planning experience to turn your thoughts into words that land you DREAM brides + grooms + book your calendar solid.