A successful wedding professional’s website is all about engagement.

No not your typical engagement.. but the time couples spend on your site. Couples who are planning a wedding often pour over content, dive into catalogs, and comb through details to help create that perfect day. You want them exploring the depths of your blog and flipping through your gallery of inspirational photos. The longer a reader spends on your website, the more likely they are to reach out with an inquiry and a budget.

Google also favors websites with a low bounce-rate, meaning that your search engine visitors stay longer after seeing your first page. Getting readers to stay, of course, means creating an environment and a trail of inspiring links that keep wedding-planning readers immersed in rewarding content.

Floating Top Navigation Menu

The first step is to make sure your readers can always get back to core content, and to search for the specific content they want. Whether your leads are looking for floral arrangements, cake designs, or venue ideas, your search bar will assist. If they are ready to jump to your service pages or reach out to ask questions, the top navigation bar provides easy and even enjoyable navigation.

Consider making your top navigation bar float, so that it follows users as they scroll down. This can even save your readers time at the bottom of a page when they are ready to go somewhere new.

Mobile and Scrollable Design

Over 50% of searches are now done through mobile, and many people planning a wedding find themselves looking for content to scroll. If you want to become a favorite place for wedding clients to look for content and ideas, make sure your website is mobile-responsive for phones and tablets. We also suggest aiming for a scrollable design on your landing and content pages. You might chain your blogs together or create a beautiful size-responsive homepage that unfolds into ideas and further prompts for guests.

Credibility: Bio, Ratings, and Testimonials

Don’t forget to establish your website’s credibility. Great content speaks for itself, but with so many scam sites out there, a little credibility can go a long way. The two favored ways to do this are a personal biography aka about page of the brand or owner and visible reviews.

A biography of the owners and team members shows that you are real people who are ready to connect with clients on a personal level. Ratings, reviews, and testimonials show that real people have worked with you, plus a few glowing pointers on what new clients can expect.

Frequently Publish Rewarding, Skimmable Content

Frequent content is great for SEO. Skimmable content is great for modern readership. But rewarding content is the key to winning wedding leads through your blog and content pages. Rewarding content answers questions, provides solutions, and leaves readers feeling like they gain real value from every article and guide you share. Those who feel that they have something new to learn with every article they read will keep reading, and may come back for more.

When you post frequent, skimmable, and rewarding content, you can build a readership of wedding couples, their families, and fellow wedding professionals.

Highlight Your Best Info and Tips

Don’t let your best content get lost in the paragraphs. Good writing carries readers enjoyably from one point to the next, but a little highlighting goes a long way. Colorfully bold certain points, or pull out floating quotes to spice up your layout. Share your best information, pointers, and inside tips. Spotlight your expertise, highlight your key statements, and give your readers a delightfully skimmable and informative experience.

Make Your Links Glow with Clickability

Edit your website formatting. You can change the color and appearance of any link on the site by changing your CSS template. Glowing links give your leads a visual queue to click and continue reading. When you link key terms to related blogs and articles, readers may follow these terms to keep reading. You might link to more in-depth tips on specific subjects, or link to services and products you offer.

Beautiful and highly visible links make it easier to navigate your site, and to go back to research links they saw while enjoying content from beginning to end. Links are a wonderful way to keep readers reading, especially when each link glows with invitation to click.

Related Page Suggestions in a Side Panel

Related pages are another great way to keep readers reading. Some websites place related page suggestions at the bottom of each page’s content so that those who finish reading one blog or service page can go on to something similarly interesting to them. Others place suggested pages along a right-hand side. Image thumbnails for blogs help to inspire and spark curiosity in your readers. 

Those leads who don’t want to stop don’t have to when you provide lovely follow-up of content that chains well with what they have been reading.

Provide an Infinite Inspiration Gallery

Wedding inspiration often comes in the form of pictures, and many people looking for inspiration love an infinite scroll. Your wedding business may already be marketing through Instagram and Pinterest, but why not have an infinite-scrolling gallery on your website as well? Use images of previous weddings you have hosted or been a part of. If you provide cake or decor, feature some of your best stand-alone work.

Organize by color, by event, by style, or just jumble it all together to create a chaotic feast for the eyes. When your readers are up late nights or waiting in line at the store, an infinite scrolling gallery is the perfect way to keep them on your site and devouring your visual content.

Tip: Little captions describing each picture make them more immersive and create a re-viewing value.

Place an Always-Present Inquiry Button or Form

Lastly, make sure your online visitors can always initiate contact. An understated button or form ready to accept questions and begin inquiries is a wonderful way to always have that call-to-action visible and available without requiring pop-ups or even reaching the bottom of the page. You might even include a live chat link during business hours.

Keeping Wedding Leads On-Site with Engaging Content

Engaging your wedding website visitors is easier than it sounds. With the same kind of enchanting design that you use to inspire your clients in person, you can fill your website with beautiful content and infinite opportunities to click to something new and equally immersive. For more digital marketing tips for your wedding business, contact us today.

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Frequently Asked Questions (FAQs):

How can our wedding business increase engagement with potential clients on our website?

• Engage potential clients by showcasing captivating wedding content, interactive features like photo galleries and real wedding stories, and offering clear, easy-to-navigate information about your services.

Why is minimizing the bounce rate important for our wedding business website?

• A low bounce rate indicates that visitors find your content relevant and engaging, which not only improves search engine rankings but also increases the chances of inquiries and bookings for your wedding services.

What makes a floating navigation menu beneficial?

• A floating navigation menu ensures that potential clients can effortlessly access important sections of your site at any time, enhancing the user experience and keeping them engaged with your content.

How crucial is mobile responsiveness for our wedding business website?

• With many couples planning their wedding on-the-go, a mobile-responsive website ensures that your content is accessible and looks great on any device, expanding your reach and improving user engagement.

What strategies can wedding professionals use to establish credibility online?

• Showcase your expertise and reliability through client testimonials, professional accreditations, detailed service descriptions, and a portfolio of past weddings to build trust with potential clients.

Is there a certain type of content should a wedding business website focus on publishing?

• Publish content that resonates with your target audience, such as wedding planning tips, trend insights, real wedding stories, and behind-the-scenes glimpses of your services to engage and inspire couples.

What is the advantage of featuring related page suggestions on our wedding website?

• Related page suggestions guide visitors to additional content they might find interesting, keeping them engaged longer and exposing them to a wider range of your services and expertise.

Why should our wedding business include an infinite inspiration gallery on our website?

• An infinite gallery provides endless visual inspiration, which is highly appealing to couples in the planning phase, and showcases the breadth and variety of your wedding services or products.

What features should be included in an inquiry page on our wedding website?

• Include an easy-to-use inquiry form, prominently placed, with fields for basic wedding details. Consider adding a chat feature for immediate assistance, making it easier for couples to reach out for consultations or quotes.