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.