How is your website copy looking these days? If you aren’t a writing expert, you might just find these tips from THE wedding planner copywriter, Kristie Lorette McCauley, exactly what you need to make your website shine.
If you build it, they will come – the brides, the grooms, the wedding couples – right? If you pay a web designer a gazillion bucks to pretty up your site, then your problems are solved, right?
Yeah, the answer to both of these questions is a resounding N-O.
Even if you have the prettiest of website designs, if your copy – the text, the words – you have on your site – stinks, then it’s not going to land you your dreamiest of dream clients.
So, here it is, the five ways you can shine up your website copy so it engages your dream wedding couples and gets them to hire you.
1. Attract them with a Shiny Headline
Have you ever been shopping in your favorite store, heading to the aisle where the item on your list lives when you suddenly get distracted by a shiny object glittering at you from a display?
Oh yeah, we all have (Some know it as “squirrel” syndrome.)
The same concept applies to your website copy. One of the MOST important steps you can take when writing your website copy is to create a shiny headline that attracts your dream couple – right away. When they land on the page on your site, you have about two seconds to engage them, to get them to read what you’re saying on that page, AND to get them to take the next step to hire you.
2. Take Them on a Journey
After you attract them with your bangin’ headline, continue to draw them in by painting a picture, setting the scene, and taking them on a journey for their wedding. Tell them a story (everyone loves a great story).
“You’re standing at the aisle. Your arm is linked in your dad’s. The doors open. Cue the music.” Blah, blah, blah.
This is more engaging than launching into everything your biz does for them and how great your company is. Trust me. It’s not about you. It’s all about them.
3. It’s All about the Benes
Which, leads me to the third way to shine up your copy. Brides and grooms, couples in general, are S-E-L-F-I-S-H. They care very little about you and your biz. What they really care about is what you and your biz can do for them.
So feed their selfishness by telling them exactly how they benefit from what you do and what you offer. In other words, don’t tell them that it’s yellow (That’s a feature.) Instead, tell them how the fact that it’s yellow benefits them, how it makes them feel, how it makes their wedding planning journey easier (faster, alleviates their headache, or insert the benefit here).
4. Let Others Speak for You
Brides love to hear what other brides have to say. Grooms like to hear what other grooms have to say. People relate to people that have walked down the aisle before them. So, let the words of your past brides and grooms speak directly to the heart of potential new clients.
Sprinkle testimonials into the copy on your site. Sprinkle where appropriate, however. Avoid cramming testimonials in just anywhere. Instead, place a testimonial where it complements the journey you are taking them on with your copy.
If you are talking about how you find, interview, and hire vendors that fit the style and budget of your couples, then include a testimonial from a couple that gushes about how great your vendor referrals are, and how the tip-top vendors made their wedding absolutely fabulous.
5. Slip into Your Bossy Pants (Skirt, Dress, What-ev)
After the headline, the most important part of your copy is your call to action. It’s marketing speak for telling them what you want them to do once they get to the end of your copy.
You can keep it super simple – call me, email me, book your free consultation now. You can get fancier with it – Let’s do this, Let’s plan this, etc.
Whatever it is you want them to do, just tell them. AND tell them on EVERY. SINGLE. PAGE. Of your site.
Once you attract brides, grooms, and couples to your site, your words (your yummy, yummy words) have to engage them enough to take the next step to hire you. Otherwise, you just have a pretty site that isn’t doing anything for your online business efforts.
5 Ways to Make Your Website Copy Shine was originally posted on the Wedding Planner Collective.
Kristie Lorette McCauley is The Wedding Planner Copywriter. As a former certified wedding planner and word addict, she knows what’s up in the world of weddings and she knows how to put it into words. Grab Kristie’s playbook Write Your Wedding Biz Website Copy in a Weekend.