Where Couples Find Your Wedding Business: Social Media, Google, Directories (and Why You Need All Three)
Ever wondered why some enquiries come through Instagram DMs, while others land via your website contact form - and others pop up out of nowhere from a wedding directory?
Here’s the secret: how couples contact you isn’t always how they first found you.
Couples use a mix of platforms at different stages of their planning journey. Understanding how each channel fits into their mindset is the key to creating content that feels cohesive and persuasive - wherever they discover you.
Social media: the inspiration-hunters
At the start of the journey, couples are in “dreaming” mode. They’re saving reels, pinning ideas, and building moodboards. They’re not necessarily ready to book, but they are paying attention.
On social media, your role is to:
Inspire them with beautiful visuals
Showcase your personality and brand story
Build familiarity so you’re already on their radar when they’re ready to book
Think of it as planting seeds, not closing sales.
Google: the researchers
When couples move into “planning” mode, they start searching for solutions. Google is where they go to find answers:
“Best wedding photographer in London”
“How to choose a wedding planner”
“Do I need two videographers?”
Here, your content should:
Solve problems with clear, practical answers
Be optimised for keywords couples are typing in
Lead naturally to your services or enquiry form
This is where content marketing and SEO work together to capture intent.
Directories: the ready-to-book couples
By the time couples are on directories, they’ve usually decided they want to hire a professional - they just need to shortlist and compare.
That means your directory presence should be:
Up-to-date with professional imagery
Written in accessible, inviting copy (not just salesy text)
Clear on what makes you different
Linked back to your website for deeper exploration
Directories often close the gap between “thinking about it” and “getting in touch.”
Why you need a cohesive strategy
The mistake many wedding pros make? Treating each platform in isolation.
👉 A couple might first see you on Instagram, then check your reviews on a directory, then Google you to read your blog before enquiring via your website.
If your content looks and sounds disconnected between those touchpoints, you risk losing them. But when everything feels cohesive — same tone, same story, same quality - you build trust at every stage of the journey.
Couples don’t move in a straight line from seeing your post to sending an enquiry. They zig-zag across platforms, gathering ideas, comparing options, and checking credibility.
Your job is to meet them where they are, with content tailored to their stage. When you connect the dots between social media, Google, and directories, you create a seamless journey that leads couples straight to booking you.
✨ Want to know how your content performs across platforms? My Editorial Edge package helps you build a joined-up strategy that turns inspiration into enquiries.