Copywriting for Wedding Professionals: 7 Simple Ways to Build Trust Through Your Website!
When it comes to the wedding industry, there are a few key things couples are looking out for as they start to research and book their suppliers. Obviously there are some practical considerations like pricing and availability - but one of the most important factors for your potential clients is actually trust.
Building trust with your ideal clients begins at their very first point of contact with you, which is usually your website. With this in mind, I wanted to share 7 simple, actionable ways you can help your business appear more trustworthy to potential clients through your website - from conversational copywriting and establishing value to setting the right expectations upfront.
The importance of building trust for wedding professionals
First things first, why is building trust so important for biz-owners in the wedding industry?
Lack of trust can actually be one of the biggest deal breakers for any service-based business, but I think it’s especially important when it comes to the bridal market.
As a wedding biz owner, take a moment to put yourself in the headspace of your dream clients. Planning a wedding is a big responsibility, and one that often feels stressful and overwhelming. It’s also a milestone moment packed with lots of emotions. This is why couples gravitate towards suppliers they can trust, to help them bring this super significant day to life.
Weddings are also a pretty big investment. Think about the times you’ve made a big investment or purchase before - you probably did your research thoroughly to find the most trustworthy and reliable provider for your needs, right?
Weddings are no different, and when you consider that couples have been saving their hard-earned dollars for this milestone event, you can safely assume they’re comparing multiple suppliers before making a decision. Being able to establish trust is one of the best ways to set your business apart and ultimately improve your conversions.
So with this being said, how exactly can you use your website to build trust? Here are 7 actionable strategies you can start implementing right now.
Write conversationally
Nobody likes feeling intimidated or confused, least of all couples who are trying to plan the biggest event of their lives!
One way to avoid intimidating or overwhelming potential clients is to ensure your copywriting is conversational. This means your website copy should flow just as naturally as a real-life conversation, and therefore be engaging, relatable and above all, easy to understand.
Remember - if a potential client doesn’t actually understand what you do and how you can help them due to confusing copy, this can stop them from ever moving forward with an enquiry.
Here are a few quick tips to help you write conversational copy:
Use contractions just like you would in person - eg. “you are” becomes “you’re”, “can not” becomes “can’t”.
Drop the complicated language! Swap fancy jargon for simpler terms wherever possible.
Ask questions throughout your copy to make it more engaging and relatable - just like you would in a real-life conversation.
Use first person language and talk directly to your reader - get on their level.
Take a moment to read your website copy out loud (or even better, to another person). Are there any sections where you find yourself sounding like a bit of a robot, or using words you would never actually use in person?
Writing in a conversational style helps your website visitors better understand and engage with your copy, and therefore, begin to establish trust with your business.
2. Showcase your value
Clearly explaining the value of your services is another key way to position your business as a trustworthy provider.
It’s not enough to simply list the different features of your products or the services you provide. You need to highlight the tangible value that you offer - how do your services actually help your ideal client, improve their wedding experience, or make their life easier? If a potential client can’t clearly see how your services are valuable or worth their investment, it’s going to be difficult for them to build trust.
What I’m talking about here from a copywriting perspective is the “features vs benefits” rule. Instead of only talking about the services you offer, talk about why it matters. What is the benefit to your clients?
Let’s say you’re a wedding coordinator. Don’t just list what your packages include. Go deeper, and start highlighting the real, tangible and emotional benefits of your service. Try to follow up each feature or fact with a relevant benefit that resonates with your ideal client. What does the outcome look like for them if they choose to work with you?
For example:
“We offer on-the-day coordination services to save you time and stress in the lead-up to your big day”.
“We create a detailed run-sheet to give you peace of mind on the morning of your wedding, allowing you to completely relax and be present in the moment”
“With 10 years event management experience, you can feel 100% confident about any last-minute emergencies being handled quietly behind-the-scenes without you lifting a finger"
Do you see the difference? If a potential client can clearly see how your services are going to help them, solve a problem or improve their life, they’ll begin to see your value, understand your worth, and therefore, build trust with your business.
3. Share value through your blog
I’ve said it before, I’ll say it again, I’ll continue to say it to anyone who’ll listen -
A consistent blog filled with valuable content is one of the best ways to build trust with potential clients!
Blogging for your business falls under the philosophy of content marketing, which is basically to “give before you take”.
Providing value, advice and inspiration to your target audience through your blog not only gives potential clients a more in-depth understanding of your services and helps your business appear more authentic, but also positions you as the “expert” in your field. This is invaluable when it comes to building relationships and giving your business an edge over your competitors.
Use your website blog to answer the questions your target market are searching for, to showcase your latest work, and to give potential clients a behind-the-scenes look into what it looks like and feels like to be working with you.
4. Include testimonials
This one is a bit of a no-brainer, but featuring testimonials and glowing reviews from past clients is another essential way to build trust through your website.
It’s one thing to use your own copywriting to talk about how amazing your services are, but having this backed up by actual clients will help your potential brides and grooms-to-be feel more at ease about your business.
Bonus tip: testimonials are one of the BEST places to look for copywriting inspiration, too. If you’re struggling to nail down the benefits and value of your services, remind yourself of the feedback you’ve received from previous clients - what did they seem to appreciate the most? You’d be surprised how many nuggets of wisdom you can uncover through client testimonials, so use this to gain some fresh perspective on the benefits of your business from a satisfied client’s point of view.
5. Answer your FAQs
As with any other emotion-fuelled investment, your potential clients will probably have some questions on their mind before making a commitment. A comprehensive FAQs page is a great way to alleviate some of their anxieties and put their mind at ease - remember, you want to break down any potential barriers that could prevent somebody from making an enquiry.
Forecasting and answering these FAQs upfront helps to reduce the risk factor for potential clients, and also helps your business appear more transparent (and therefore, trustworthy). Plus, saves you a bunch of admin time answering these questions over back and forth emails which is always a win!
6. Set expectations with specific calls to action
Speaking of breaking down barriers, your contact page should also help to set the right expectations with potential clients. Instead of a vague “get in touch” prompt, get specific - what can potential clients expect from you if they decide to make an enquiry?
For example, when can they expect to hear back from you? What will the next steps be following their enquiry? Maybe you’ll be in touch with a quote, a copy of your packages, or to arrange a time for a phone consultation. However your process works, try to avoid being vague on your contact page and instead be as specific and transparent as possible to compel your potential clients to take action.
7. Proofread and edit
It might sound superficial but I have to be honest, if I’m checking out a business website and it’s filled with typos and bad grammar, it really does impact the way I perceive the quality of their services (sorry!). Don’t get me wrong, a spelling mistake here or there is totally understandable, but consistently poor spelling, grammar and punctuation can really drag your brand image down and make you appear less professional, or as though you lack attention to detail (which isn’t great for building trust).
It’s really important to make sure all of your copy is as error-free as possible. You can use free tools like Grammarly to check for obvious spelling and punctuation errors, but when it comes to the overall flow and structure of your content, then you may want to consider getting this edited professionally.
Building trust is so essential for wedding professionals when it comes to connecting (and ultimately converting) your dream clients. These 7 actionable strategies are a great place to start, so take some time to really look at your website with fresh eyes. Would you want to do business with you?
Good luck - I can’t wait to hear your success stories ;)
X Nicole
