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.