From Invisible to Unmissable: Optimising Your Wedding Business Content
If your inbox feels a little too quiet right now, it might not just be an SEO issue - it’s often a content issue too.
I see so many wedding businesses creating content that ticks the keyword boxes, but forgets about one crucial element: the brand itself.
Optimised content isn’t just about showing up on Google - it’s about showing up in a way that connects, converts, and reflects your unique brand identity.
Let’s explore the five most common content mistakes wedding businesses make - and how to fix them so your brand goes from invisible to unmissable.
1. Relying Too Heavily on Visuals
Yes, couples are visually led. But relying solely on your images is a risky game. Beautiful photographs showcase your work, but they don’t tell your story - and they certainly don’t help Google understand what you do.
✨ Fix it: Pair your visuals with powerful, optimised copy. For example, if you’re a wedding photographer, don’t just post a gallery of shots. Write a blog titled “A Modern Barn Wedding in Oxfordshire” with details about the couple, the venue, and your process. This builds SEO value and emotional connection in one go.
2. Not Having Enough Content
“I’m a planner/venue/photographer - not an editor!” I hear this all the time. But here’s the truth: Google rewards depth and authority. A thin website with five pages won’t compete with one that has consistent, well-structured content.
✨ Fix it: Build out your site with blog posts, service pages, FAQs, and resources. Aim for content that answers couples’ questions at every stage of planning. If writing isn’t your strength? Outsource - your time is better spent serving your clients.
3. Lacking a Clear Brand Identity
Having a logo and colour palette is great, but brand identity runs deeper. Do you have a tone of voice? A way of speaking that couples instantly recognise as you? A clear idea of the language you never use?
✨ Fix it: Develop a tone of voice guide for your brand. For example, if you’re a luxury wedding venue, your copy should feel elegant, warm, and aspirational. If you’re a fun, quirky photographer, your words should be conversational and playful. Consistency builds recognition and trust.
4. Prioritising Aesthetics Over Accessibility
There are some truly stunning wedding websites out there. But here’s the catch: if your copy is hard to read (tiny fonts, over-styled layouts - and my worst one of all, uploading text as an image!), it’s not just hard for couples - it’s hard for Google too.
✨ Fix it: Keep design beautiful but functional. Make sure text is legible, pages load quickly, and headings are structured logically. A website that’s easy to navigate will perform better in search and feel more welcoming to couples.
5. Ignoring Inclusivity
This is a big one. For too long, wedding marketing has centred around heteronormative language. But modern couples want to feel seen - and inclusive language matters.
✨ Fix it: Use gender-neutral terms like couples or nearlyweds instead of always defaulting to brides and grooms. You can still target key SEO terms, but make inclusivity your baseline. Not only is it the right thing to do, it widens your audience and builds brand loyalty.
How Optimised Content Transforms Your Wedding Business
Strong content is about so much more than keywords. Done right, it builds authority, drives enquiries, and connects with couples on a deeper level.
Here’s how:
Strategic blog posts drive traffic - Map your ideal keywords to a blog plan that grows visibility month after month. (This is exactly what I do in my Editorial Edge package.)
Storytelling builds trust - Your ‘About’ page is one of the most visited parts of your site. Couples want to know you. Let’s make sure your story shines.
Service pages that sell - Great services pages don’t just list what you offer - they answer your couples’ unspoken questions and guide them smoothly towards enquiry.
Your content shouldn’t just look pretty. It should work as hard as you do.
Ready to Go From Invisible to Unmissable?
This is exactly where I come in. Whether it’s a Quick Wins Audit to spot missed opportunities, or a full content strategy that combines SEO with storytelling, I’ll help you create content that doesn’t just sit on your site - it books clients.
Ready to elevate your content? Get in touch today and let’s turn your content into your most powerful marketing tool.