Why Inclusive Language in Weddings Isn’t Optional

Inclusive wedding language isn’t a trend. It’s not a niche.

It’s the bare minimum for any wedding professional hoping to connect with today’s couples - and if your copy still relies on outdated, gendered terms, it’s not just exclusionary. It’s costing you bookings.

In 2025, clients are paying attention to how businesses speak to them. And language, even in its subtlest forms, has the power to welcome or alienate. If you want your business to grow - especially in a market that’s increasingly values-led - then inclusive messaging needs to be part of your strategy.

Let’s talk about how to make it happen.

The Problem with Gendered Language in Weddings

It’s easy to default to the language you’ve always heard in the industry.

• “Bridal suite.”

• “Bride and groom.”

• “Bride tribe.”

These phrases are everywhere - from Instagram captions to supplier guides to venue signage. 

But they’re built on a narrow view of who gets married and what a wedding looks like. 

For same-sex couples, non-binary clients, and even modern heterosexual pairs who don’t connect with traditional roles, this kind of language creates friction before the conversation even begins.

When couples don’t see themselves reflected in your copy, they’re far less likely to enquire - no matter how beautiful your work is. 

And that’s the key: exclusive language doesn't just feel outdated - it directly impacts your visibility and bookings.

Worrying About Getting It Wrong is Not an Excuse

For many suppliers, the fear is this:

“What if I try to be inclusive and get it wrong?”

It’s a valid concern, as nobody wants to offend, especially unintentionally. 

But the truth is, perfection isn’t the goal. Effort is. 

A genuine, consistent attempt to be more inclusive will always do more good than harm. And when you do make a mistake? The right clients will notice how you respond - not just how you got there.

Inclusive language doesn’t mean losing warmth, personality or luxury appeal.

You can write beautifully and inclusively. You can sound elevated without sounding exclusive. It’s all about intention.

Simple Language Shifts You Can Make Today

Modernising your messaging doesn’t mean rewriting your entire website overnight.

Here are small, impactful swaps that make your content more welcoming:

• Swap ‘bride and groom’ for nearlyweds

• Swap ‘bridal suite’ for honeymoon suite

• Swap ‘bride tribe’ for I do crew

• Swap ‘her big day’ for their big day

• Swap ‘calling all brides’ for calling all couples

Audit Your Existing Content

Inclusive messaging starts with awareness.

Set aside an hour this week and do a quick content audit:

• Website copy: Check your homepage, about page, services, and FAQs

• Blog posts: Are you making assumptions about who your readers are?

• Email templates: Do your replies default to “Hi bride,” or “Hi ladies”?

• Instagram captions & bio: Is your tone gendered, binary, or outdated?
  
  

A quick way to start? Hit Ctrl + F on your website and search for “bride” or “bridal”. You might be surprised at how often it shows up.

What You Gain by Being Inclusive

Inclusive language doesn’t dilute your brand.

It strengthens it.

• You become more relatable and human

• You build trust with couples who feel seen and respected

• You demonstrate emotional intelligence and modern values - traits today’s clients actively seek

In a sea of traditional suppliers, inclusive wedding professionals stand out - not just ethically, but strategically.

It’s Not About Trends, It’s About Respect

There is no excuse not to use inclusive language in 2025.

If you’re a wedding business still referring only to brides, still calling it a “bridal suite,” still marketing only to one type of couple - it’s time to rethink your message.

Clients don’t just remember your flowers, your photos or your planning spreadsheet.
They remember how you made them feel.

And your language is one of the first and most powerful tools to shape that feeling.

Need help getting started?

If your copy could use a modern refresh - or you want expert eyes on your messaging before peak season hits - my Editorial Essentials and Editorial Edge packages are built for exactly this.

Together, we’ll identify where language might be holding you back and give your content the clarity, confidence, and inclusivity it needs.

Contact me today to find out how I can help your wedding business be more inclusive.

Advertising on Wedding Directories: Is It Worth It & How to Make Them Work for You

Wedding directories have come under fire in recent months - and with so many out there, it can be hard to know which ones are worth using.

If you’re considering advertising on a wedding directory, you’re in the right place. We’re going to break down how to decide if advertising on a wedding directory is right for you, and how to make the most of a wedding directory listing. 

Are Wedding Directories Still Worth It?

There are more platforms available than ever before - and social media is becoming a go-to discovery tool - so it’s understandable that you might be questioning whether wedding directories still have a place in their marketing strategy.

But honestly? Wedding directories can still deliver value. The key is to use them strategically, understand what they provide and how to measure their impact.

How to Get the Most Out of Wedding Directories

So let’s break down how to get the most out of wedding directory advertising - because when used well, they can be an essential part of your marketing strategy.

1. Don’t Sign Up for Every Directory

The easiest way to cheapen your brand? Appearing on low-end wedding directories. 

Choose one or two directories that align with your audience and your brand ethos. 

There are lots of free options out there, but not only do you risk cheapening your brand, you also create more work for yourself and make it harder to measure your return. 

Being listed on too many platforms can actually harm your conversion - couples can be confused and put off by inconsistencies across different directories, websites and social platforms. 

It’s better to take the time to determine which wedding directories genuinely align with your ideal couples. If you want maximum visibility, go for an industry giant like Hitched. If you want LBGTQ+ couples, look at Rebel Love. You get the picture.

Look at the platform’s output, the other listings that will appear around you, and think about how well your brand fits into that ecosystem. 

Premium wedding directories with highly-visible editorial will always be a safe bet if you’re unsure, as opposed to smaller directories that are discount-heavy but you can’t see much of them in your searches. 

Remember, the goal is to be where your dream clients are browsing, not where everyone is listing. 

2. You Need to Do More Than Just ‘List’

A common mistake is taking out a listing and expecting the leads to roll in - if that happened, the listings would cost multiple thousands of pounds a month, as the return would be incredible. 

It’s not enough to add images and a bit of copy to a listing and then just leave it. Your listing should be treated like an active part of your marketing strategy. 

You wouldn’t leave your social platforms or website languishing with updates - so don’t do it to your listings. 

You need to make sure you are:

• Refreshing the copy regularly - does it reflect your current offers, deals, your tone, any seasonal updates?

• Using fresh imagery - curate the images you display, remove old and out-of-date ones and place professional photos that speak to your dream clients in a prominent position. 

• Checking permissions - make sure you have the permission required to use images of your work to promote yourself, and check the Ts and Cs of your chosen directory too.

• Utilising all the listing offers - if it has a section for deals, promotion, late availability etc. are you using them to your best advantage?

• Being clear with your wording - it’s no use saying ‘free gift with every booking’. Explain what it is in order to entice couples to take action.

3. Images Are Essential

This can’t be said enough. Poor-quality images will tank your effectiveness, on a listing, your website, social media etc. - even if your copy is strong!

Your visuals should be editorial-grade and reflect your brand. Your phone doesn’t cut it. Invest in photography, take part in styled shoots, use images from past weddings (with the right permission!), to make sure you’re showing off your best work.

And here’s a lesser-known, insider tip for you: add detailed descriptions to every image. The bigger wedding directories, such as Hitched, use this information when it comes to choosing content for their editorial and social channels. 

It’s also great practice for SEO and improves accessibility for users relying on screen readers too - we can call that a win win win. 

4. Don’t Just Hope for Leads - Track Your ROI

Directories don’t produce instant leads anymore - and that’s a fact. 

Couples research heavily - they look at reviews across multiple platforms, social channels and websites when making their decisions, and they take time making their choice. 

But that doesn’t mean your listing isn’t working.

Rather than thinking of it as a direct pipeline to booking, you need to see it as one of many factors in a couple’s research journey.

Instead of measuring leads and bookings, start by looking at views and engagement. Are people finding you and seeing your listing? If so, you’re on the right track. If not, consider your copy, your calls to action and your imagery. 

A great way to measure conversion overall is to offer a small, trackable incentive exclusive to the platform. That way you can see if people are quoting it when they book, and you’ll know whether your listing factored into their journey to finding you.

If you’re not seeing conversion despite a lot of views, ask the team at the directory to give you benchmark data for your region or service type. Use those insights to adjust your listing, or to help you decide whether to invest elsewhere.

You can also ask your couples where they saw you - give them multiple choices to see which of your marketing channels are driving the most visibility, and track what they say. Review it at the end of each quarter and make adjustments accordingly. 

5. Don’t Forget the SEO Power

Some wedding directories rank very well on Google. They invest a lot into their rankings and often have paid search and social ads too. 

If you are struggling with visibility, having an optimised listing on a high-ranking directory can give you indirect visibility - and if they have a strong domain authority, a link back to your website will carry value too. 

Just make sure you fill out your listing with original and optimised copy, and that you look after it and keep it regularly updated. 

Directories aren’t dead - but outdated strategies are. You can no longer expect couples to follow a simple, single path to booking, so treat your listing as part of your brand rather than an afterthought. 

The right directory, with the right approach, can still help to elevate your presence and connect you with your dream couples.

Want to find out more about optimising your content and refining your strategy? Get in touch today. 

What Strong Wedding Brands Have in Common (& How to Build Yours)

In a sea of wedding professionals, standing out takes more than a beautiful Instagram grid or a logo in a delicate serif font. The most memorable brands - the ones couples trust, remember, and recommend - share a few strategic traits that go far beyond aesthetics.

So, what exactly do strong wedding brands have in common? Let’s take a closer look.

1. They Know Who They’re Speaking To

Strong brands don’t try to appeal to everyone. Instead, they understand their ideal client inside out - from their values and style preferences to what they're searching for online. 

Every piece of content, every visual, and every message is crafted with that specific audience in mind.

They don’t just speak. They connect.

2. They Show Up Consistently

Whether it’s their website, social media, email marketing or client touchpoints, strong brands show up in a way that’s unmistakably them. 

Their tone, visuals and messaging work together seamlessly, building trust and recognition over time.

Consistency builds confidence. And confident clients are the ones who book.

3. They Lead With Story, Not Just Service

Yes, they offer a product or service—but what makes them magnetic is the way they communicate the *why* and *how* behind it. 

Their storytelling brings their work to life and invites their audience into an experience, not just a transaction.

A strong brand tells a story their ideal client wants to be part of.

4. They Position Themselves, Not Just Promote

There’s a big difference between constant promotion and thoughtful positioning. Strong brands know that every post or blog isn’t about selling - it’s about shaping how they’re perceived. 

They focus on adding value, building authority, and creating trust.

They’re not chasing trends - they’re setting the tone.

5. They Optimise for Both Search & Story

What good is a beautiful brand if no one can find it? The best wedding brands understand the importance of being visible *and* memorable. 

Their websites are search-optimised, their content is strategic, and their storytelling draws people in once they land.

Visibility gets the clicks. Stories get the enquiries.

Ready to Build a Stronger Wedding Brand?

If you're ready to elevate your wedding business into a brand that resonates with your dream clients, I can help. 

From content strategy to SEO and brand storytelling, I offer support designed specifically for creative wedding professionals.

Get in touch to find out how we can work together.

From Business to Brand: How the Right Storytelling & Strategy Elevates Your Wedding Business

Are you running a business, or are you building a brand?

In the wedding industry, competition is fierce. There’s a finite number of couples, faced with a seemingly infinite number of choices.

With so many florists, planners, photographers, and venues vying for attention, simply having a business isn’t enough. The most successful wedding businesses don’t just sell a service—they create a brand that resonates, inspires, and attracts the right clients.

So what’s the difference between a business and a brand? And how do you elevate your business to become a brand? It’s all down to storytelling and strategy - so let’s dive in!

Business vs. Brand: What’s the Difference?

At its core, a business sells a service. it’s transactional. You provide a product or a service, and clients pay for it.

A brand, however, creates an experience. It’s rooted in emotion. A strong brand builds trust, recognition and loyalty. And while you might not be able to turn one-time clients into lifetime loyalists, there’s the opportunity to gain repeat custom for other events, and valuable word-of-mouth recommendations.

• Businesses focus on services - but a brand focuses on emotion and connections

• Businesses compete on price - but a brand commands value through its identify and storytelling

• A business attracts clients - but a brand attracts the right clients; ones that align with its vision, values and unique style.

Storytelling is the Secret Ingredient

Storytelling is what separates a forgettable business from an unforgettable brand. The right words, visuals and emotional connections will transform how couples perceive your business.

• Don’t say: We’re a Surrey wedding venue with beautiful gardens and a ballroom.

• Do say: Situated in the heart of the Surrey countryside, our exclusive estate blends historic elegances with modern luxury.

See the difference? One is generic, but the other paints a picture, evokes an emotion and invites the reader to imagine their wedding taking place with you.

How to Elevate Your Wedding Business to a Brand

If you’re ready to shift from business to brand, here’s where to start.

1. Define Your Brand Story

Every strong brand has a story. Why did you start your business? What makes you different from competitors? What kind of couples do you love working with? A compelling brand story helps potential clients feel connected to you before they even reach out.

2. Speak Directly to Dream Clients

Generic messaging just doesn’t cut it. Your brand voice and your content should feel like a conversation with your ideal couple - whether you want alternative, luxury, adventurous…. you get the picture.

3. Stay Consistent Across All Platforms

From your website to social media and email marketing, your brand’s voice, visuals, and messaging should align. A consistent, recognisable brand builds trust and makes it easier for potential clients to remember you.

4. Create Content That Showcases Your Expertise

Blog posts, Instagram captions, behind-the-scenes stories - every piece of content should reinforce your brand identity. Share testimonials, real wedding stories, and industry insights that highlight why your brand is unique.

5. Incorporate SEO & Strategy

You didn’t think I was going to write a whole post without mentioning strategy, did you? Your brand story won’t reach the right audience if it’s buried under search results.

Optimising your website copy, blog content, and social media posts with relevant keywords ensures that the right couples find you when searching for wedding vendors.

Transforming From Business to Brand

When you have the right blend of storytelling and strategy in place, you go from:

Just another wedding business to a brand that couples love, trust and recommend.

This shift isn’t just about aesthetics—it’s about perception, positioning, and creating a deeper connection with your audience.

With a clear brand story, strategic content, and consistent messaging, your wedding business can evolve into a brand that stands out in the industry.

Are you ready to elevate your wedding business? Let’s turn your business into a brand that attracts your dream clients, with an enhanced content strategy, optimised website and refined brand storytelling. Get in touch today

Why Great Content Matters: Optimised Storytelling Elevates Your Business

There’s no sugar-coating it, the wedding industry is a crowded industry. There’s a finite number of weddings each year, and what feels like an infinite number of brands competing for those couples’ attention.

Having a gorgeous product or an amazing idea just isn’t enough - your brand needs to tell a story as well. It needs to be a story that resonates with couples, appeals to them and allows them to feel a connection with you.

You don’t need me to tell you that booking wedding vendors is such a personal thing and it relies so much on that initial connection. 

What is Brand Storytelling?

This is where brand storytelling comes in. It’s easy to optimise your content, it’s easy to cultivate a social feed, but when it comes to content that isn’t just ticking boxes, but also leading to bookings, are you doing all you can?

Great content isn’t just about SEO (although I’ll never disregard it). It’s about meeting nearlyweds where they are, offering them what they need and crafting an identity that guarantees they go with you, instead of a competitor. 

So let’s break down what goes into brand storytelling, and why it’s different to standard marketing copy. 

It builds an emotional connection

Well-crafted copy is designed to make you feel something - and when you’re booking businesses for your wedding, you follow your heart, not your head. 

It increases brand recognition

Cultivate a tone, build brand guides (they’re not just for design) and see how people will start to seek you out because they feel familiar with you.

It positions you as an expert

If you have a clear brand guide that you follow, a carefully crafted content plan, and copy that is designed to deliver your message, followers and potential couples will see you as the go-to in your niche.

There’s a big difference between saying “We’re luxury wedding planners,” and “We curate bespoke wedding experiences for discerning couples.”

How do I know this?

I’ve been doing this for over a decade - creating a recognisable, appealing brand tone that converts. I’ve done it for several different major wedding brands, increasing bookings, impressions and traffic. 

You need a well-crafted brand story to make your business stand out - and an editorial approach further elevates it. 

Frankly speaking, couples are used to cut-and-paste marketing models, and they yearn for something different. Make every couple feel like you’re the only couple they’re considering with a unique approach.

That’s where I come in - drop me a line to find out more.

SEO for Wedding Businesses: How to Get Found by More Couples Online

SEO isn’t SEO anymore. 

Context? SEO stands for ‘Search Engine Optimisation’ - but it’s essential to recognise that couples aren’t just searching for their vendors through Google anymore.

More and more social platforms - particularly TikTok - are gearing themselves up to be social-led search engines, and you can get hundreds of thousands of views when you optimise your content correctly. 

It’s important to understand that currently, couples follow a fairly typical search journey, which I’ll break down a little here, as well as explaining why SEO matters for small businesses, and what you need to know. 

How Couples Search for Wedding Vendors

The search journey has changed rapidly in the last few years - and it’s not settled yet. Couples are currently using social media to search for ideas, inspiration and to get to know their options (and that includes getting to know you!).

They’re still using Google though for the nitty gritty - browsing directories and websites to compare reviews, pricing and the details you can’t easily find on social media (yet).

You might find more couples are contacting you through your social platforms - but don’t assume they’re not digging deep on other channels too. 

Why SEO is Essential for Your Business

SEO isn’t dead - it’s evolving. It’s so important to understand how you can optimise your content, both for your site and your social platforms. 

More visibility = more bookings…so what are you doing to stand out?

SEO basics for businesses

• Keywords matter - concentrate on the keywords that are most relevant to your niche. I can help you narrow down a list and guide you on how to ensure you’re ranking for these terms. 

• Optimise but don’t overwhelm - create content that feels natural, whilst being optimised. Keyword stuffing will harm your site. 

• Local SEO is essential - Google loves a business that optimises for its location (it saves them a job!).

• Site quality is non-negotiable - don’t scrimp on your online presence - bad sites don’t perform well on search engines.

• SEO should be everywhere - you can’t just stop at your website copy. I can help you with content guides to ensure your social content is properly optimised too. 

If the right couples aren’t finding you, it’s time to rethink your strategy. Get in touch to discover how I can help you understand optimisation, and create a tailored guide for you to rely on when creating content. 

From Invisible to Unmissable: Optimising Your Wedding Brand

If you aren’t getting enquiries, it’s not necessarily just an SEO issue. I’d hazard that it’s a content issue too. 

“But my content is optimised,” you might think - but that’s not enough. I see so many wedding brands build content around their keywords - but forget about their brand in the process. 

Five Content Mistakes Wedding Brands Make

I want to break down some of the key mistakes I see wedding brands make with their content - and explain how I can help to fix them.

Relying on visuals

We know couples are visually-led, sure. But letting images do all your work is a risky game - your words should work as hard as your visuals, if not harder.

It’s rare for couples to book on a whim; they do their research. So your content needs to tell a story, not just tick SEO boxes. 

Not having enough content

You might think, “I’m a boutique/planner/venue - not an editor!” and that’s fair enough! But that’s not how search results consider things. 

Invest in good content to bulk out your site, give it depth and to help establish you as the subject matter expert you are - it doesn’t matter if you have a bit of help to create it!

Lacking a brand identity

Sure, you have colours, a logo and perhaps even a theme for your Instagram. But do you have a tone of voice? Things you never say, a way to address couples, a style of ‘speaking’ that means your couples instantly know it’s you?

Going big on aesthetics

Don’t get me wrong - I’ve seen some incredibly beautiful brand websites in my time. But if it’s hard for me to read, it’s hard for Google to read.

It can be tempting to ditch the copy and go big on the images, the styling, the aesthetic - but don’t compromise your ability to rank.

Ignoring inclusivity

This has been something I’ve had to navigate in my career as an editorial director for various brands. 

Heteronormative search terms vastly outweigh more niche terms - but I’ve always taken the stance that I’d never want a single person to not feel welcome by my sites, and you should too. 

You can still hit key SEO terms, but speak to ‘nearlyweds’, not just ‘brides and grooms’ (and especially not just ‘brides’). 

How Optimised Content Drives Change

I’m a firm believer that you can create optimised content that doesn’t feel like it's a marketing spiel in any way - it can feel editorial, high end and engaging. 

Here are just a few reasons why you should consider carefully crafted content for your site and socials:

Strategic blog posts drive traffic

Let’s look at your ideal keywords, and map out a content plan to target them. It’s not just ‘one-and-done’ when it comes to SEO. You need a sustainable, long term strategy - and I can help you craft it. 

Tell a compelling story

Well-crafted content might drive conversions, but compelling ‘about’ pages forge connections. Your couples want to feel like they know you, as that’s how they’ll trust you. 

I can help you to tell your story and ensure your couples feel connected to you. 

Services pages that sell

Let’s highlight your amazing services and sell their value. I can help you create strong, well-structured pages that answer your clients key questions - before they even knew they had them.

Your content shouldn’t just look pretty - it should be generating enquiries. If it’s not, let’s chat about how we can give your website and social channels an editorial refresh.

Social Media vs. Search: Why Your Wedding Brand Needs a Balanced Content Strategy

Do you ever feel like you’ve just mastered one platform, then another one demands your time? 

Let me tell you - it is possible to have a balanced, optimised content strategy - and I’m here to help you with that. 

Let’s break down the pros and cons of some of the key content platforms, as well as how to use them to your advantage. 

Social Media: Pros & Cons for Wedding Businesses

Social media is an easy one to rely on - it’s fun, and the instant results drive a dopamine hit. But it’s important not to invest all your time in social. Here’s why…

Social media pros

• Quick engagement - most of the time, it’s easy to see what’s performed well fairly instantaneously. 

• Brand awareness - social channels are the most effective for building brand awareness.

• Emerging optimisation - social media platforms are adapting to search patterns, and being at the forefront of this will drive success.
  

Social media cons

• Short lifespan - unlike a strong piece of evergreen search content, social media content has a fairly short life span.

• Algorithm-reliant - you are at the mercy of an ever-changing algorithm, and it’s harder to work with than typical search.

• Browsers, not bookers - people browse social media for entertainment and inspiration, not usually with intent.
  

SEO & Search: Pros & Cons for Wedding Vendors

Now, I’m a search gal. Always have been, always will be. But I recognise it’s not the only way to connect with couples, which is why balance is key.

SEO & search pros

• Sustainable traffic search - a well crafted piece of site content can rank for years and years. Just make sure you have an intuitive maintenance schedule for it!

• High intent visitors - couples coming through from search are looking with a purpose and are more likely to convert.

• Optimisation is expanding - search is no longer specific to just sites. They know people want more than just web pages, so they’re expanding their results and creating great opportunities. 

SEO & search cons

• It’s not a quick fix - it takes time to build a good website and you won’t see instant success.

• It’s multi-faceted - it’s not just about copy on your site. A whole strategy needs to be applied!

Creating the Ideal Optimised Strategy

When it comes to creating an optimised strategy for your business, you need to balance traditional search and social media. 

I can help you do this, with optimised, editorial-style blogs that we can repurpose into social content, for a consistent, 360-degree approach. 

Social media is fast, and SEO is foundational. Combining both of these - and understanding how they work together - is the key to creating a content strategy that converts.

Want to know more? Get in touch!