How to Write an About Page for a Wedding Business

While most about pages on websites are boring timelines + professional experience descriptions, this is not the most effective use of this real estate on your wedding website. I’m going to walk you through exactly how to write an About Page for a wedding business website.

The About Page of your website is a powerful tool for converting shopping wedding couples into booked weddings. If your About Page description puts wedding couples to sleep, then you’re not likely to keep their attention long enough to contact, let alone hire you. If you use this power to convince brides + grooms they want to work with you by differentiating your wedding planning business from the rest, then you’ll see your bookings soar.

So how do you write an About page for a wedding business that stands out from the crowd of wedding pros that do what you do so that it doesn’t overwhelm wedding couples, but instead engages them + actually gets them to hire YOU?

Today, I reveal exactly how to write an About Page for a wedding business that gets you noticed, but more importantly gets wedding couples to hire you.

BTW: These are the same exact steps I share with wedding pros that take my paid courses + I use when writing an about page for a wedding professional who hires me to write an About Page for her. 

Put a Human-Interest Spin On It

Instead of listing out a bunch of boring timelines + spitting out your professional experience, put a human-interest spin on it, along with answers to questions + testimonials. A combination of these items creates a highly effective About Page that converts brides + grooms into booked weddings.

I call it the power of storytelling

You have a story to tell.

You have a way of telling it.

Use it.

It sounds so basic, right?

Every wedding planner has a story or history behind them. If you’re planning green weddings after a cancer health scare, then this is your story. If you turned your business into a multi-million dollar company after being homeless, then this is your story. If you freed yourself from corporate America to share the dream of becoming a wedding planner, then this is your story.

Whatever your story is, use it when writing an About Page for a website. Your story is what sets your business apart from all of the other wedding planners in your area. It is what helps wedding couples that come to your site relate to you. The ability of clients to relate to you or see themselves in your situation is often what propels them to hire you instead of someone else.

Just How Personal Should You Get With the Story When Writing an About Page?

When writing an About Page for a wedding business, you should get as personal as you feel comfortable in being without making your wedding prospects + clients feel uncomfortable. There was a company, Parachute Promise. She was a recovering alcoholic.

This is her story…

In 2004 — to celebrate my third year of sobriety — I decided to give some significant folks in my life a tangible token of gratitude: A hand crafted leather necklace holding a stainless steel parachute pin: the tiny curved piece of metal that holds the main canopy inside its container, starting the complicated sequence of opening the skydiver’s parachute.

These friends were my very own parachute pins — my safety anchors through change, addiction, chaos, and fear. Without them, I would have crashed. And I wanted them to know how much they mattered.

The reaction to the necklace was immediate and life-changing. “You’ve got to make more of these,” someone told me. And in a moment of spirited synchronicity, I said, “why not?”

That “why not?” became Parachute Promise — a business devoted to thanking people who matter with wearable gifts that last, for life.

Why this works: It’s personal. It’s emotional. It gives origin to the company in a very human way.

Maybe you’re not a recovering alcoholic — and that’s OK. This is her story, not your story. But…you do have a story to tell. How much of it you tell, or how personal you decide to be with your examples is up to you, but it won’t scare away the right clients–the right brides + grooms, the right wedding couples.

This is a personal example of an About Page that got me to hire a business coach. In the beginning of 2016, I hired a business coach. As I was reading the About Page on her website, her story totally resonated with me. I felt, to a certain extent, that her story was my story. What she was telling as her story sounded exactly like she was writing an About Page for me — like it was my story!

This made me feel like she knew exactly what I was going through with my business + personal life (because she went through it with hers). In my mind, I hired her before we ever had a phone conversation. The phone conversation was just a formality for me. It was just a step that I had to take to officially hire her.

Obviously, I hired her. 

Answer Questions Wedding Couples Have

In addition to your story, when writing an About Page, answer some of the most frequently asked questions that wedding couples have about you. List the question + then write out a short two to three sentence response. Include links, where appropriate, that readers can click on to find additional information on the topic. Maybe you have a blog post (or two or three) about the wedding topic. 

Link to it.

Maybe you have another page on your website that delves deeper into the services you provide or the wedding packages you offer.

Link to it.

Be You When Writing an About Page

Be you when writing an About Page for a wedding business! It truly is what cuts through the noise all those other wedding planners are making – setting you apart from all of your competitors. Your dream wedding couples relate to you in a way they don’t relate to another wedding planner. When your words, your story, your background, your credentials, resonate with them they want to hire you because of your tone, personality, or character (or all of these).

Whatever it is, it is something that connects the words you use when writing an About Page to their hearts and BAM! They realize you are the wedding planner (DJ, florist, wedding pro) they have been searching for all this time.

Steps to Writing an About Page That Gets Them to Hire You (Before You Ever Talk or Meet)

Writing an About Page is not exactly a science. It is an art. Yet, there are some specific steps you can take when writing an About Page for a wedding business that the brides + grooms connect with you + want to work with you.

1. Start by Writing an Attention-Grabbing Headline

So I have this conversation with wedding planners all the time. Brides + grooms are selfish. When it comes right down to it, they care very little about you + only care about themselves + their wedding day.

I don’t care how great they are as a person, when it comes to their wedding, it is all about what’s in it for them(WIIFT). Keep this in mind as you work through writing an About Page.

Write a headline that is about you, but is really about them – it’s all about the brides + grooms.

Munster Rose does a pretty good job with this. Notice the headline here is, “Your wedding day should be as uncommon as you are.”

It’s not a perfect headline but it’s pretty good. It’s hard to find wedding planners that nail their headlines when writing an About Page for their website.

Munster Rose could make this headline slightly better by writing something like:

Your wedding day should be as uncommon as you are. We style + design weddings for the uncommon in you.

Take a look at the angle Paula at Champagne Taste takes on her About Page.

 

Champagne Taste About Page

 

Paula does start out her headline (which is really a quote) by talking about herself but she really twists it to be about the wedding couple just a few words into it.

Anshwa at SwaLaRue Events does a pretty good job with making her About Page headline about her but really about them.

SwaLaRue Events About Page

2. Add a quick + snappy intro

After writing an About Page headline that grabs the attention of brides + grooms, you want to move on to writing a short (2-3 sentence) paragraph that introduces you + your business to them.

You can almost think of this as your elevator speech. What can you say to someone that describes what you do in about 10 seconds or less? The key here is that how you write this is intriguing, without being too revealing, because your goal is to get them to want to know more. so they can continue to read.

Amber over at Events With Ambiance almost nails it with her intro.

Events With Ambiance About Page

Amber says:

I’m a Chicago Wedding Planner and Stylist, and I’m mostly known for styling and creating magazine worthy weddings for busy millennial couples. As much as I enjoy planning fabulous weddings and events around the city, the things I’m most passionate about in life are: Jesus, books, guacamole, french fries, and 2 minute dance parties! 

She tells couples exactly what she does + who she does it for in ONE short sentence. The second sentence elaborates just a little bit on the first + then she throws in a quick couple of personal facts.

Munster Rose also does a good job of following up the headline with a short intro.

Munster Rose About Page

 

 

It says:

At Munster Rose, we offer floral, styling, and event design services to one-of-a-kind clients in Minnesota, Wisconsin, and beyond. We design days around your details. Because we believe the things that make you you are what make your wedding day a extraordinary moment in the timeline your life. We make your big day yours.

Again, the first sentence says exactly what they do + who they do it for. The second sentence reveals what’s in in for them (the brides + grooms they work with). The third sentence drives it home + is ALL. ABOUT. wedding couples. Final sentence, is about Munster Rose but is also about the wedding couples they work with.

Great job in writing an About Page for a wedding business, Munster Rose.

3. Expand on your intro

Since you want to keep your intro paragraph short, sweet + punchy, the next paragraph (2-3 sentences) you want to write on an About Page should expand on who you are + what you do but still adding a twist, so that it really shows how you help your dream wedding clients + how your work benefits them. This time, you want to go a little deeper + give more detail on exactly what you do what you do in the wedding business.

So you can sprinkle in a ton of info about your experience and knowledge, but twist it enough to show how it actually is a benefit for the bride + groom.

Think about what brought you to being a wedding pro. What experiences do you have? What jobs did you hold? What personal life experiences brought you to where you are today?

This is the kind of info you want to share, but all the time tweaking it to reveal how everything that has made you the fab wedding pro you is what the couple needs + how it all benefits them.

Detaille Weddings & Events does a pretty good job of portraying this on its About Page.

Detaille Weddings & Events About Page

 

 

 

You’ve met your perfect partner, but now there are guests lists, venues, vendors, décor, accommodations and — well, it’s overwhelming. You want to focus on walking down the aisle, or seeing your partner smile at you as you take his or her hand.

We understand, and Detaille is here for you. This should be a time of love and joy. Of celebration and coming together. Not stress. Detaille offers the total package, from planning to design and coordination. We work for YOU and meet YOUR needs. 

Coastal Coordinating also does a pretty good job here.

Coastal Coordinating About Page

 

Whether you have a trendy or traditional, extravagant or tastefully modest wedding vision, it’s our job to help you make it happen. To achieve your goals, while providing your peace of mind and a lasting memory. We’ve planned thousands (yep, you read that right) weddings, so we’ve picked up more than a thing or two about executing the best event possible for each couple. No two couples are exactly alike, which means planning each event is a unique experience. Lucky for all of us, we have the magic recipe for keeping not only the planning of your day on the right track, but the day-of running like a well-oiled machine!

I think you get the idea…

4. Give ’em your street creds when writing an about page

Now, it is time to FINALLY talk about you. When I say bang out some of your street creds, I mean write out the credentials that make you ultimate professional–the ultimate wedding planner–the wedding planner that they have to work with in planning their wedding. So here you can talk about accreditations, certifications, board positions for associations, books you’ve written, how long you’ve been a wedding pro, etc.

This is the ONLY part on the About Page that is really about you. (Crazy, right?)

You can write this out in paragraph form or you can use bullet points. Bullet points are a great way to break up all of the copy on the About Page.

Here are my street creds…

  • Former Certified Wedding Planner
  • Owned and operated my wedding planning business for 4 years
  • President, Vice President & Secretary on the Board of the NAWP (National Association of Wedding Professionals) Miami-Dade/Broward Chapter
  • Wedding copywriter + content writer for over 11 years
  • Published 1,000s of wedding articles
  • Authored wedding books, such as Your Second Wedding

 

SwaLaRue Events About Page

I love how Anshwa’s credentials are written BUT I wish she would write in the first-person!

With professional certifications (including PMP, SPHR, HRPM and SCWP), a degree in Systems Engineering from the U.S. Military Academy at West Point, NY, and a Masters of Business Administration from Columbia Southern University, Anshwa is a former Army officer and Combat Veteran.

Mrs. Lewis has been planning events since 2008 and has experience flawlessly executing ceremonies, balls, and banquets. She applies extreme attention to detail to elevate the experience of her clients.

Anshwa’s work has been featured in national bridal publications such as Ruffled Blog and her local weddings have been featured on blogs such as Weddings in Houston. 

5. Add a call to action when writing an About Page for a wedding business

One of the final (if not the final) thing you want to include when writing an About Page is a call to action — tell them what you want them to do now that they are dying to work with you.

Give them some kind of a next step to take. And that can be different for each of you. If you want them to call you, say it. If you want them to visit your services page, then send them there. Whatever it is just tell them. 

It can be a couple sentences. It can one sentence. It can be a few words. 

Avoid leaving them hanging when they reach the end of your About Page. It sounds like, duh, they should know what to do when they finish reading it but don’t leave this step to chance. Just tell them :).

Detaille Weddings & Events has a double whammy for a call to action. 

Detaille Weddings & Events

To choose the best package for you and your partner, head over to our services and packages page.

COMPLIMENTARY CONSULTATION

We love to work with a variety of people, couples and families! Give us a call or send us an email about your occasion, and we’ll offer you a complimentary consultation to answer questions and get to know you a bit. We’ll talk about your vision, wishes and concerns. After all, this entire process is all about you.

Call to action #1 is the link that starts with “too choose.”

Call to action #2 is the button that says, “Get in Touch.”

Coastal Living About Page

You can list out some of the benefits they have from working with you. There are many, many, many that you can list here, so figure out the ones that are important to your DREAM couples and drive them home.

The entire paragraph on Coastal Living’s About Page captures this. The call to action is the “Tell Us Your Story” button, which links to an email where you can email them. 

6. Throw in an official bio for good measure

You can write or include an official bio at the end of an About Page. It is optional. When you’re writing an About Page bio, you can include after your call to action, so that’s it’s more of an afterthought or info they can take a look at if they are interested.

While I advise you use first person for all of your website copy, including writing an About Page for a wedding business. The official bio can be in the third person, however.

This is my offical bio.

(I’m going to talk about myself as if I am someone else for a moment. You’ve been warned.)

Kristie Lorette McCauley is an award-winning copywriter for wedding planners, former certified wedding planner, former executive board member of the NAWP Miami-Dade/Broward Chapter, published author, marketing maven, communication chica, wife, mother, and so much more.

She only works with a select number of wedding planners to write website copy that books more brides and books their calendars solid (not into next month, but into next year). Kristie is passionate about working with wedding planners to create words that pack a punch to increase their booked wedding business and increase their cash flow.

By the way, Kristie holds a BS in marketing and a BS in multinational business from Florida State University, and her MBA from Nova Southeastern University (She’s a Florida girl that has been transplanted to Virginia). With over 18 years of marketing and communications experience (with a ton of writing and wedding planning in the mix), she knows what’s up and how to put it into words.

Even when including a bio for writing an About Page, do you see how it’s not really about me at all? It’s really all about them.

That’s your goal, your homework, if you will. You have to craft an about page that walks the line between being about you and being about the brides you are trying to attract.

Steps to Writing an About Page

OK, so let’s break writing an About Page page down, section by section, so you can go through a similar process for your About Page.

  1. A headline that is about you, but is REALLY about THEM!
  2. A quick + snappy intro (not too wordy + packs a bit of a punch).
  3. Expand on the intro by writing a creative description of who you are + what you do (Again, this is less about you + more about who they are, how you connect or are on the same level as the wedding couples you want to work with + how working with you can benefit them.).
  4. Credentials — how what you know + who you are can benefit them + their business.
  5. Call to action.
  6. Official pro bio (optional).
  7. Sprinkle in testimonials, where appropriate

Testimonials from Happy Wedding Couples

Your About Page can also include a testimonial or two from existing or past clients. Use testimonials that not only paint your business in a great light, but that paint stories of their own that prospective clients can relate. When a wedding couple reading your About Page sees themselves or can relate to a client you helped or satisfied by your service, they are much more likely to hire you than if you’re simply telling them that they should hire you.

If you put this info to good use, then you’re going to love the video you can watch right now: Recipe for Writing an About Page that Gets Your Dream Wedding Clients to Hire You.

Need help writing an about page for your wedding planner website? Send me an email hello at weddingplannercopy dot com or book it now.

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How to Write an About Page for a Wedding Business

Long Vs. Short: Which Wedding Content Marketing Packs the Biggest Punch

When you sit down to write copy for your website or wedding content for your e-newsletter or blog, you’re probably wondering if it’s better to keep it short + simple (+ to the point) OR really bang out the details.
more-or-less

Two Schools of Thought Exist On the Long vs. Short Topic

1. The Short School of Thought

Some think, my clients are busy. They have attention deficit disorder (ADD), so they don’t pay attention for longer than about 20 seconds (maybe even less).

I have to shove this information down their throat..do it quick…+ get them to do what I want them to do.

It’s not a wrong thought process + one the advertising world has been using for DECADES.

2. The Long School of Thought

Maybe you’re thinking, “Define long.”

Fair enough.

Long is typically copy of 1,000 to 2,000 words (or longer). This school of thought has a valid point. Planning a wedding is complicated.

Brides + grooms need the details. They want the details. They demand the details.

For website copy, the old SEO rules even said that longer copy can help with your website +  web page search engine rankings. The new SEO rules require the copy to sound like you wrote it for a human being + don’t pay much mind to how many words you have (Hoo-ray!) BUT studies show that the best results for rankings with Google in 2019 are blog posts or pages that have at least 1,705 words.

When you think about it, it’s pretty hard to cram a lot of quality content into the average 500-word blog post. It generally takes quite a bit more words (more detail) to truly provide the quality content that brides, grooms + Google are looking for.

The Long + the Short of It

So, which is the right choice?

It depends.

Audience: The Types of Brides + Grooms You’re Attracting (Or Want to Attract)

It depends on your wedding couples. Some brides + grooms are information hounds. They crave info. They seek it out. They devour it when they discover it.

(I would say that generally speaking MOST brides + grooms fall into this category but it’s not all of them, of course.)

Others are time starved + don’t have time to belabor every, little word you put in your blog post. So, first, you have to know who you’re dealing with on the other end of your words.

The best way to figure this out is to ask them + to test out the length of your copy to see which performs better. You can view your site stats to see which of your blog posts get more traffic.

It’s easy to see if these are ones that are shorter or longer in length.

Tim Brown, the owner of The Hook Agency, goes into detail about how to determine which length of blog posts is your best performers in his article, “How long should a blog post be in 2019 for SEO purposes?” 

The Piece: What Type of Content You’re Writing

It also depends on what you’re writing the copy for: a website page, blog post, email, or something else.

A website page can hold more information than an itty-bitty email, for example. A bride or grooms doesn’t necessarily want to open an email that is as long as War + Peace (Even though it is a GREAT book, it is LOOOOOOONNNNGGGG).

They want the option to read what you have to say + then go to a web page (or blog posts) for more information (If they even want more information.).

You can test this out, too, though. Write a short email that directs them to the rest of the information on your website or blog. Another time, send out all the information, complete article or blog post in the email.

See which receives a higher open rate + higher click-through rate.

The Info: What Information You’re Sharing with the Wedding Couples

Another factor is the type of information you’re sharing. Some information requires details — a ton of information. Some doesn’t.

My school of thought, + the one it seems search engine optimization is leaning toward, is to write so that it covers the subject at hand + forget about how many words it is.

If it takes you 495 words to share the 4-1-1, great! If it takes you 2,014 words, then that’s great too! Maybe even better since the minimum length for SEO this year is 1,705 words.

Your Goal with the Content You’re Writing + Sharing

FINALLY (but not any less important), it depends on what your end goal. Let’s just say you are sending out an email to alert clients of a new service you’re offering. You want them to click on a link in the email to go to the page on your site that reveals the details of the new service.

Your goal is to pull them to your website for more info, so it’s perfectly acceptable that your email copy is short.

(SEO doesn’t matter with an email so length also wouldn’t matter for SEO purposes).

If your goal, with the same email, is to get them to book a consultation with you RIGHT NOW, then you’re probably going to have to give them more information upfront — in the email — to pull them to book a meeting with you right now.

If the content is a blog post where you’re exploring 14 Creative Guest Book Ideas, then you’re likely to need + hit more of the 1,705-word mark.

Get it? Got it? Good.

Learn more about writing + promoting blog posts that book you more weddings with my Wedding Business Blogging eBook.

10 Words to Cut from Writing Wedding Copy + Content (I Say It’s Poppycock)

I read an Entrepreneur article recently about 10 words you shouldn’t be using when writing wedding copy + content for your wedding business.  This is not the only place I’ve seen some of the words that made the list.

Personally, I think the list is bogus + I’ll tell you why.

First, though, here is the list of words.

10-words-to-cut-from-your-writing-i-say-its-poppycock

 

Words You Should Cut from Writing Wedding Copy + Content

  1. Just
  2. Really
  3. Very
  4. Perhaps/maybe
  5. Quite
  6. Amazing
  7. Literally
  8. Stuff
  9. Things
  10. Got

Disclaimer When I Write Wedding Copy + Content

I don’t use all of these words when I write, but I do use some. I’m not afraid to use them + I’m not afraid to admit I use them. In fact, if you check out my website, my blog posts + my published articles, you “just” might see some of these words flying around.

Why I Say it’s Poppycock

I write for human beings.

I write like I talk. In other words, I write with a conversational tone.

It works for my business + it works for my wedding planner clients. I don’t write for educational journals or textbooks. I write marketing copy + content that helps my wedding planner clients land business.

When people read content + copy that sounds as if they are having a conversation with someone they know, it’s easier for them to relate. The copy resonates with them.

When something resonates with someone (because it’s conversational), they tend to want to read what you’re saying, feel as if they are forming a relationship with you + DO BUSINESS WITH YOU.

This is uber important in the wedding industry. If your brides + grooms do not connect with you then they’re probably not going to hire you either so you want to make sure that when you’re writing.

My Point

My point is, don’t let these articles deter you from writing the way you do. If it’s working for you + it’s working for your business, then it’s working.

Can you find a better word than stuff? Sure, sometimes you can. Is the world going to end if you use the word “got?” I think not (huh, that rhymed!).

Learn about writing wedding copy + content that resonates with the wedding couples you are trying to attract.

How Hitting Your Ideal Clients’ Sweet Spot Lands You Wedding Business

Susie Sunshine is your prospect. She is your ideal client.

(Paint the picture of who Susie Sunshine is in your head. Go ahead. Take a moment to do it. Trust me on this one.)

The Problem

Susie has a problem. (Depending on the type of wedding business you have, Susie is trying to plan her wedding, hire a wedding photographer or find wedding invitation ideas.)

The Big Step

Susie is looking for the solution to her problem. (This part might shock you). She goes to her computer, pulls up her favorite search engine + starts looking for information on solutions to her problem.

The Solution is Your Wedding Business Content

Susie sees a link to one of your blog posts or website pages in the search results. She clicks on it. She reads your content + instantly finds the answer she is looking for to get rid of her problem.

Susie thinks you’re a genius + she now wants to build a relationship with you (+ your business).

You’ve hit Susie’s sweet spot. You hit Susie’s sweet spot with your content—with the information you’re sharing with her to get rid of her pain.

Trust + Credibility

Susie might pick up the phone or click on the buy button to make a connection with your business on first contact. She might not.

What she might do is continue to follow your content–your information–so she can see if she trusts you +thinks you’re a credible source. At some point, however, once you’ve built that credibility + trust, Susie wants to do business with you.

 

It’s How Wedding Business Gets Done

You hit Susie’s sweet spot + now it’s landed you wedding business. It’s how wedding business gets done every single day of the week, 24 hours a day. You can put that in your pipe + smoke it.

(Don’t really do that. It’s not healthy to smoke.)

Learn how to write content that hits the sweet spot of your ideal bride + grooms + books you more wedding business with my step-by-step guide to writing + promoting content Wedding Biz Blogging eBook.

How to Write Copy for Your Wedding Biz that Google Loves

Do you know that 93% of online experiences begin with a search engine?

What this means to you is that when you sit down to write copy + content for your wedding biz, you have to find the balance between offering wedding couples the information they seek + optimizing it so that search engines like Google pick up on what you’re offering. 

Write Copy for Your Wedding Biz that is SEO-Friendly

Search Engine Optimization, affectionately known as SEO, is a term that you probably hear more than you care to 🙂

As duplicitous as it may seem, writing copy that is search-engine friendly is importante!

According to Moz, SEO is a strategy. It’s you providing copy + content on your wedding biz website + blog that shows up organically in the search engine results page (affectionately know as SERPs). Then, it drives high quantities of more quality traffic to your site.

In this case, organic means naturally in that you aren’t paying for an ad. 

The #1 way to get this organic traffic to your site is all about optimizing the copy + content on your wedding biz website + blog.

Logically, the more optimized your copy for your wedding biz website is, the higher Google ranks your page in the search engine page results, which means it gets in front of more wedding couples + drives more + higher quality traffic to your site.

Optimized copy = more clicks = more shares = more likes = more engagement = more booked wedding business. 

SEO Copywriting vs. Copywriting

“With ‘normal’ copywriting for an article or print ad, you’ve probably already got the audience’s attention in some way or another—it’s in a magazine they read, there’s an attractive image, etc.—but with SEO copywriting, you have to think about how they’re going to find your piece through Google or another search engine. You’ll want to do keyword research and create a strong outline based on actual interest versus what you think readers want.” –Kevin Church, Senior SEO Content Manager for Namecheap

Make no mistake about it that writing website copy is a completely different animal than writing copy for any other form of marketing, advertising or informational purposes for your business.

SEO copywriting is an art.

SEO copywriting requires talent.

SEO copywriting requires a strategic approach.

You can write the most wonderful copy ever known in the wedding industry but if it’s not done with SEO in mind then it might never be found or seen by the wedding couples you’re trying to attract with it. 

“The best copywriters use the best of both worlds. For example, ‘normal’ copywriting can tell a great story and keep a user engaged, but may not reach the correct audience. By adding SEO research into your content, you can refine your content to get more visibility.” –Liam Barrett, On-Page SEO Specialist for Namecheap

Again, it comes down to balancing writing that appeals to your wedding couples + attracts search engines. It can end up feeling like you’re balancing on a high wire at the circus with ZERO experience in tight-rope walking. 

Do Your Keyword Homework

Your first stop in writing SEO copy for your wedding biz website is doing your homework — also known as keyword research. 

You have to find out which words your wedding couples are searching for, interested in + seeking information about before you can use them.  

It ultimately comes down to knowing who your brides + grooms are. If you don’t know who they are it might require you take a step back + build your dream client profile so you get to know who they are first.

Of course, not every bride + groom are going to use the same keyword to search for the information that your copy + content provides. This is why it is key to really home in on who your dream clients are that you are trying to attract so you know exactly which term they’d use.

Once you nail down the terminology they’re using, then you can write compelling copy that attracts the search engines + attracts the clients that you’re trying to book. Check out what the online marketing resource Quicksprout says what doing your keyword homework can ultimately reveal to you.  

Headlines Matter

Advertising great, David Ogilvy said it best when he said, “When you have written your headline, you have spent eighty cents out of your dollar.” 

If this doesn’t scream headlines are important to you then I don’t know what does or will!

Great copywriting all starts with an attention-grabbing headline. If you don’t grab the attention of wedding couples with your headline, they might never read all of that stellar copy that follows.

If the headline doesn’t grab their attention in the search engines then wedding couples are not going to click on it so they never reach your website + never read all of the fab things you have to say. 

When you’re writing your SEO copy for your wedding biz website, start with the headline.

I go into great detail about how to write attention-grabbing headlines if you head over to:

5 Ways to Create Headlines that Work

How to Use Headlines to Get Wedding Couples to Hire You

Headlines: Are They Engaging Your Dream Wedding Couple

Writing Kick-Bootie Optimized Headlines

The Copy Secret for Wedding Planners

I have quite a few articles on headlines because headlines are sooooooooo important in writing copy. I also devote an entire module to headlines in my Copywriting for Wedding Pros Home Course.

Focus on Attention-Grabbing Meta Descriptions

Most people erroneously think that the meta descriptions you write in your SEO program is for search engines.

It’s not.

It’s for the wedding couples that are conducting a search.

When your link pops up in the search engines, the meta description is the little description that appears under the headline/link. Most brides + grooms read this to see if it is worth clicking on the link (because it provides the information they’re looking for).

Even though the meta description is not for the search engines, you still want to include your keywords in the description.

Why, you might ask?

Well, I am glad you asked. If a bride or groom sees the keywords they were using to find your link, they are much more likely to click on your link when the meta description also includes the keywords they used to conduct their search in the first place. 

Makes total sense, right?

Indirectly, Google still rewards you for this because the more clicks your link gets, the higher you rank in the search engine results. 

Links Send A Message

Adding relevant links to your copy + content sends the right message to Google, too. Add both internal links (links to content on your website) + external links (links to other websites + other people’s content).

When you link to relevant + useful content, it sends a message to Google that your site values high-quality content. This totally aligns with Google’s mission to make content accessible everywhere so they reward you for properly linking in your content + copy.

(HINT: You might see some of this going on in this article.)

The Rule of KISS Comes into Play Here

Again, balance comes into play here. You want your copy to be simple, intriguing + straight to the point (KISS—keep it simple stupid). While your copy does not necessarily have to be short (long can be a good thing), you do want to keep it simple + straight to the point so readers can follow along, find what they need + move on to hiring you.

You gotta get the info in there, but you better make it good.

The lesson is to make the most of the words you use, ensuring it packs a powerful enough punch to get them to read what you have to say while also getting Google to fall in love with your website at the same time.

3 Ways to Write so Your DREAM Wedding Couples Jump onto Your List

“The list. It’s all in the list.”

You might have heard some marketing expert throwing around phrases like this.

COULD. NOT. BE. MORE. TRUE.

You can be the best wedding planner in the world, but if you don’t have a pool of wedding couples to fish from, then you’re dead in the water. One of the ways you can encourage brides and grooms to jump on your list (so you can pull them through your sales funnel) is to write – and by write, I mean write dreamy, yummy, and delicious copy that leaves them salivating for more of your juicy writing, content, and copy.

More importantly, writing that engages them enough to hire you – and hire you right now.

The Challenge: How the heck do you write like that?

Fret not, I have the solution.

1.      It’s All in the Headline

Nailing the headline (or subject line) is half your battle. You have to come up with such an attention-grabbing headline so they can’t help but read the rest of the copy.

Don’t believe me?

One of the advertising greats, David Ogilvy, says it best. “On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”

Since the headline or subject line comes first, it is the sparkly diamond that grabs their attention and pushes them to read on.

2.      Write Conversationally

Be you. Nobody else can do it. When you write, write like you talk. Write as if you are having a conversation with your best client or even one of your business besties.

If your copy or content is DRY and B-O-R-I-N-G, nobody is going to want to read it, especially the wedding couples you are trying to attract.

When you write like you talk, it allows your personality to shine through. A huge bonus is that when brides and grooms show up for their consultation appointment with you, they feel like they already know you. Then, the meeting just becomes a formality to hiring you.

While you should write conversationally, proofreading your copy and content is important. Bad grammar and misspelled words can be a HUGE turnoff to wedding couples that are considering hiring you. Sites like Grammarly have grammar checkers and proofreading tools that can help get you/keep you on the right track.

3.      Take Them on a Journey

Everyone loves a good love story, right? These brides (grooms, couples) are dying to share their love story with you, so you can then run out into the world and create their dreamiest of dream weddings. (Delicioso, as my two-year-old says in Spanish).

Before they start spouting off their story, however, you have to draw them in, engage them, with your own story. Your copy and content has to take them on a journey – it has to have a beginning that draws them in, a middle that is spectacular, and a storybook ending that lands them in their dream destination.

For some of your brides, the first glimpse they have into your wedding studio, office, or biz is the copy on your website or the content in some article you write that they read. Words pack a powerful punch, so make your words count.

Want to write web copy so swoonworthy brides + grooms are standing in line to hire you? My Copywriting for Wedding Pros Home Course can help. Check it out.

5 Ways to Write Winning Website Copy for Your Wedding Business

Kristie Lorette McCauley 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 […]

4 Ways to Make Sure Brides + Grooms are Itching to Read Your Emails

Kristie Lorette McCauley 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 […]

3 Pieces of Copy Every Website Page Should Have

Have you ever landed on the page of a website and couldn’t for the life of you figure out what it is that the company did or what the website offers? You have about 7 seconds or less to explain quickly what it is you do or what your website has to offer wedding couples before they make a snap decision to stay or click away.

I’ve gone to websites where I know what they do (they plan weddings) + still could not figure out what they do from reading their site. That. Is. Scary.

And no wonder your website is not booking you business.

Check out the three must-have copy items on EVERY. SINGLE. PAGE. of your website.

#1 Attention-Grabbing Headline

It all starts with an attention-grabbing headline or lead-in. On some websites, you’ll see one to three questions as the first item on the home page. The goal of the question or questions is to get the reader to answer yes to the questions + then read on to find out more or to get the answers to the problem.

Other websites have a headline, which may be a statement that shows a benefit to the couples that are visiting your site.

Whichever headline option it is you choose, all of your pages should contain a headline that grabs the attention of the couple and keeps them on the page to see what the rest of it has to say.

(BTW: A headline is not the name of the page, so don’t confuse the two. Need an example? Check out my Work with Me Page to see it in action.)

#2 Create a Need or Desire

When you are writing website copy, you are a storyteller or a picture painter. You need to write it in a way that draws the couple into a situation they identity with so that you can then convince them that they need a wedding planner. When you tell the story the right way, you create a need, a desire for your services, with compelling copy that convinces them to hire you.

#3 Tell Them What to Do Next

Every single page of your website, without exception, should contain a call to action. The call to action is one of the most important items on each page of your site. This is the statement that tells couples when they reach the end of the page what it is that they have to do next.

Call to action statements can be worded in various ways, but typically, it tells them to call, click, buy, email, visit, or to take another action to get the service that they now (desperately) need or want.

When you write copy for each page of your website, write it so that it makes sense. Be very clear so the couple understands what your business or site offers them. Draw them in with an attention-grabbing headline, use a story to engage them + create a need or desire for what you have to offer. Then, tell them what to do to get it. It’s not brain surgery, but it works.

Wanna write web copy so swoonworthy brides (+ grooms) are standing in line to hire you? I do.

5 Ways Wedding Planners Can Write Web Copy Like a Pro

You can plan a wedding in your sleep (and good for you, girl).

You sit down to write the copy for your website and you…FREEZE.

Or worse, you totally screw it up because YOU. ARE. DOING. IT. WRONG. (Go figure.)

Here are 5 tips to follow to make sure you’re copywriting your way to brides that hire you.

1. It’s All about Them

When you write copy for your site, it’s NOT about you and it’s NOT about search engines.

Huh, you might say?

That’s right.

The copy on your website is about the dreamiest of DREAM brides that you are trying to attract — trying to engage — trying to get to hire you. Write it for them. Write it about them. Use less “we” and “our” and more “you” and “your.”

2. It’s Not War and Peace

Your website is the icebreaker at a party. It is the way your dreamiest of dream wedding couples can get to know you and see if they are interested in pursuing a relationship with you.

This means there is no need to cram your entire life story, the entire life story of your business, and every detail into your website copy. It’s not a copy of War and Peace (or a BAD first date).

Give them just enough 4-1-1 to realize that they want to start a convo with you.

3. A Pretty Design is Not Enough

You can spend all the money you want dressing up a dirty pig, but in the end it is still a dirty pig. The same holds true for your website.

You can pay a website designer big bucks to redesign your website. It can surely pretty it up, BUT (and it’s a big but here) if your content, your copy sucks, then…it isn’t going to change anything.

4. Headlines are Everything

If you learn nothing else when it comes to copywriting, learn how to write bangin’ headlines. A great headline grabs the attention of your dream brides, engages them, and gets them to make a move toward hiring you.

5. A Call to Action is Imperative

EVERY. SINGLE. PAGE. on your website requires a call to action. Once you share all the correct amount of 4-1-1 with your brides, tell them what they have to do to take the next step — move them toward signing on the dotted line of your contract, hiring you, and booking their wedding on YOUR calendar.

Writing the copy for your wedding planning website is more than just throwing some text together. It takes specific steps and a specific approach to make sure you write it right.

Want to write website copy so engaging that brides + grooms are lining up to hire you? Check out the Copywriting for Wedding Pros Home Course.