We often hear from wedding professionals how difficult it is to attract their ideal client. Some professionals book clients and then realize that there's just no real connection. It suddenly becomes more of a “job” and less of something they enjoy. Many people have realized that this connection is less about whether the client’s style is boho, rustic, classic, or shabby chic, and more of whether your personalities connect.
What Your Website Says About You
While our websites are a reflection of our businesses and our brand, they also need to reflect on us, our personality, and what we actually stand for. Research shows that people do business with people they know, like, and trust. So beyond pretty weddings, attention to detail, or professionalism, what does your website really say about you? What is there to make people connect with you?
Inclusivity & Diversity
Potential clients want to see themselves reflected in the images they see on your website. Including imagery of couples of all sizes, colors, and abilities will tell potential couples a lot about your ideals. Inclusive language, rather a lack of, can either attract or repel couples and tell them what you stand for. You might be amazed at the number of straight couples who walk away from businesses that don’t use inclusive language—having LGBTQ+ friends and family members often mean that couples are more connected to LGBTQ+ businesses. But, connecting is so much more than that.
Have you ever looked at an "About Us" page only to hear things like “we are the best XYZ in our region" or "we have incredible attention to detail" and "we pride ourselves on amazing customer service"? First of all, all of those things are the bare minimum of what people expect of professionals. But, more importantly, who is "we"? Who are the faces behind the "we"? What do they like, what do they stand for, and how do they connect to me as a consumer?
An "About Us" page with team photos, bios of principal team members with qualifications, and experience is a step in the right direction. But sharing a bit of your authentic self will build the relationships that matter. Not only relationships with potential clients, but also with other professionals who may be looking to do business with you or refer you.
Your Authentic Self
Sharing a bit of your authentic self in your "About Us" page and your social media allows relationships to form. Two wedding professionals with similar backgrounds, experience levels, styles, and pricing might have very different business philosophies, social justice views, and support very different organizations. Offering a glimpse into your hobbies and causes you support can do wonders to attract couples with similar values and interests.
There's Always a Flip Side
Whenever you open yourself up and share a bit of yourself, you stand to gain a lot by connecting with like-minded professionals and clients. They know right away what to expect, and they often feel like they have a connection, even before you meet in person. However, you also have to be prepared for the opposite to happen.
When same-sex marriages were legalized in a few states and wedding professionals came out in support of marriage equality, some lost potential business for the stand they took. Fortunately, most attracted as many clients as they lost. Taking a stand on issues like Black Lives Matter, wearing masks, reopening schools, and especially political views can go a long way in attracting like-minded people. It also delivers a clear message to people with opposing mindsets that you might not be the best fit.
Sharing what you believe in and delivering a clear message about your values is an important business decision. Be sure that you and your team, or any business partners have discussions on the pros and cons for your business and be sure you're all of the same minds.
Hero photo courtesy Honey Gem Creative