Advertising on Wedding Directories: Are They Worth It & How to Make Them Work
Wedding directories have been under scrutiny recently, with headlines questioning their value and transparency. And with so many platforms out there, it’s understandable if you’re wondering: are wedding directories still worth it?
The short answer: yes, they can be - but only if you use them strategically.
Let’s break down what role directories play in today’s wedding marketing landscape, how to choose the right ones, and how to get the most out of your investment.
Are Wedding Directories Still Worth It?
With social media and Google shaping how couples discover suppliers, it’s easy to assume directories are outdated. But the truth is: wedding directories still deliver value - if you:
Choose platforms that align with your brand and dream couples
Treat your listing as part of your content strategy (not a “set it and forget it” tool)
Track ROI in the right way (views, engagement, visibility - not just instant leads)
Directories aren’t dead. Outdated strategies are.
Choosing the Right Wedding Directory
Not all platforms are created equal. Being on every directory can actually harm your brand by making you look inconsistent or budget-driven. Instead, focus on one or two directories where your ideal couples are already browsing.
Here’s a quick comparison of the main UK wedding directories:
| Directory | Best For | Things to Know |
|---|---|---|
| Hitched | Mass visibility; trusted by couples nationwide | High search rankings; strong editorial reach; competitive space so listings need to stand out |
| Bridebook | Tech-savvy couples; budget-tracking features | Large user base; more transactional feel compared to editorial-led sites |
| Rock My Wedding | Style-driven couples; editorial appeal | Highly curated; strong brand identity; aligns well with design-led suppliers |
| Confetti | Mainstream audience; strong Google presence | Editorial crossover with magazine; broad but less niche positioning |
| Guides for Brides | Couples seeking detailed planning tools | Trusted long-standing directory; emphasis on reviews; very practical approach |
| UKBride | Broad audience reach | Recent class action lawsuits and Rip Off Britain coverage have raised concerns about transparency—research carefully before investing |
How to Get the Most Out of Your Directory Listing
Directory listings are an important part of your wedding marketing strategy - they can aid visibility, and get you in front of couples who are comparing and shortlisting vendors.
1. Don’t Just List Everywhere
Choose carefully - align your directory with your audience and brand ethos. More isn’t better; focus on quality.
2. Keep Listings Fresh
Regularly update copy, swap in new imagery, and use seasonal hooks. Treat your listing like you would your Instagram grid.
3. Invest in Imagery
Editorial-grade visuals make the biggest difference. Pair with descriptive alt text - great for SEO, accessibility, and even editorial selection, particularly on sites like Hitched.
4. Track ROI the Right Way
Don’t just count leads - track impressions, views, and engagement. Use incentives (like a trackable freebie) to measure impact.
5. Think SEO Power
Big directories often dominate Google. A listing can provide indirect visibility and valuable backlinks.
Wedding directories aren’t a quick-fix booking machine anymore. But with the right platform, strong visuals, strategic copy, and regular updates, they can still be an essential part of your marketing mix.
Want help refining your wedding marketing strategy and optimising your directory listings? Get in touch today.