I’ve designed custom websites for wedding planners for almost a decade, have a shop of website templates for event planners, and also was the founder/editor-in-chief of a wedding blog. Through my various experiences, I’ve discovered what works for wedding pros and what doesn’t. While a pretty design is nice to look at, good design goes way beyond aesthetics. You can, however, combine beautiful design with effective strategies to create an irresistible website that differentiates you from your competitors.
5 Easy Ways to Make Your Wedding Planner Website Stand Out
1 – USE A UNIQUE DESIGN.
Make a list of 3-5 of your biggest competitors and take a look through their websites. Notice what they have in common, what differentiates them from one another, and anything you like or dislike. Keeping this in mind, make changes to your existing website or plan your new website so that it looks unique compared to your competitors.
Note that just because everyone’s website looks a certain way doesn’t mean that’s the only “look” that works (it might not be working at all!). And, if you like a particular style that one of your competitors is already using, there’s always a way to keep that style while also making it totally unique.
2 – HAVE A NICHE OR USP.
Believe it or not, there’s truth behind the thought that having a specific niche is a good idea. By targeting a particular audience, you are much more likely to be more successful than if you tried to target everyone. That’s simply because most industries are very oversaturated these days with the constant and massive growth of entrepreneurship. By niche-ing down, you’ll be able to create a certain look, write copy, and devise a strategy that speaks directly to your defined audience, draws them in, and seals the deal.
If having a specific or small niche isn’t necessary (perhaps you’re based in a smaller town without much competition), you should at least have a USP, or unique selling proposition. You don’t need a niche to be different, but you should have something that differentiates you from other event planners. For example, while most of my web design clients come from the wedding industry, I don’t necessarily have a particular niche. I do however have a few USPs that differentiate me: my project timelines, lower-than-competitors pricing, the Blissful Gives Back program, and my ability to create custom websites on Showit, WordPress, or Squarespace.
3 – DIFFERENTIATE YOUR SERVICES.
If you’re stuck on coming up with a USP or aren’t able to niche down, at least find a way to differentiate your services. Perhaps you have a few more package options than the competition. Or you could offer more competitive pricing. Maybe try to include some complimentary extras that are exclusive or unique to your business.
To reiterate the important of being unique, just consider this quick scenario…a bride has $2,500 to spend on a day-of wedding coordinator. She comes across your website and your competitor’s. You both have the same pricing, both websites are visually appealing, and you both have 5-star reviews. However, you offer a complimentary 1-hour vendor brainstorming session so the bride can walk away with a qualified list of great vendors within her budget. This is something that won’t take up too much of your time (since you’d build a list of preferred vendors for different budgets), but will make a huge difference in your sales. With that added value and small (yet huge) point of differentiation, that bride is very likely to book with you instead of your competitor.
4 – INCLUDE SOME PERSONALITY.
Try adding some personal touches and personality throughout your website to show potential clients who you are. Get creative with your About page by incorporating a little quiz along with a photo of you. The more prospects can learn about you, the more comfortable they’ll feel about working together – or they may find something they have in common with you, which leads them to booking you over your competitor.
5 – BE STRATEGIC.
Last but certainly not least, create strategies that help you close more deals. Include a call-to-action on every single page. A call-to-action essentially calls users to action; for example, at the bottom of your Services page you might include a button that says “browse the portfolio” and takes website visitors to your Portfolio page. The idea behind calls-to-action is to navigate users throughout your website, ultimately landing on the contact page to book a consultation or package.
Another good marketing strategy for wedding planners is to create an interactive website full of free content. Offer an irresistible freebie, such as a “How to Plan Your Wedding in 90 Days” download, in exchange for an email address. If you offer high-quality free content, potential clients are much more likely to book with you after getting a feel for your expertise and feeling like you’re trustworthy.
As you can see, there are many ways to make your wedding planning website unique so you can take your business to the next level. So long as you have a gorgeous website with some of these strategies in place, you should start to see a growth in your clientele. If you have strategies in place but aren’t seeing any results, ask some friends or colleagues to take a look at your website and give some transparent feedback. It might be time for a refreshed look! Browse my website templates for wedding planners and find your perfect match. You can even complete your site with the available add-ons that were created to help you close more deals.