Inclusive Language in Weddings: Why It Matters & How to Use It in Your Content
Language shapes how couples perceive your brand - and whether they feel welcomed by it. In a wedding industry that’s evolving fast, inclusive language isn’t a “nice-to-have.” It’s essential.
Strong wedding brands know that words matter just as much as imagery. The right phrasing can make a couple feel seen and valued. The wrong one can unintentionally exclude them.
So how do you make sure your content feels welcoming, while still optimised for search? Let’s dive in.
Why Inclusive Language Matters in Wedding Marketing
The wedding industry has historically relied on heteronormative language (“bride and groom,” “bridal party,” “his and hers”). But the reality is: not every couple sees themselves in those words.
Inclusive language allows you to:
Reach more couples → You’re not limiting your marketing to one narrow group.
Build trust → Couples are more likely to book with brands that make them feel recognised.
Support SEO → Search engines reward clear, relevant content that matches diverse user intent.
Future-proof your brand → Gen Z and younger millennials - today’s engaged couples - expect inclusivity as standard.
Practical Language Swaps for Wedding Businesses
Here are some simple, high-impact swaps you can make across your website, social media, and client communications:
| Instead of... | Try... | Why it Works |
|---|---|---|
| Bride & Groom | Couple / Nearlyweds / Partners | Acknowledges all couples, regardless of gender |
| Bridal Party | Wedding Party | Covers all gender identities and roles |
| Best Man / Maid of Honour | Best Person / Honour Attendant | Flexible titles that respect chosen roles |
| His & Hers | His & His / Hers & Hers / Theirs | Recognises same-sex and non-binary couples |
| Bridal Wear / Bridal Fashion | Wedding Attire / Wedding Fashion | More accurate, inclusive of suits, gowns & more |
Balancing SEO with Inclusivity
A common worry is: “If I don’t use terms like ‘bride and groom’, will couples still find me on Google?”
The answer: yes - if you’re strategic.
Use inclusive terms as your primary language (“couples,” “nearlyweds”)
Sprinkle traditional search terms sparingly (like “bride” and “groom”) where natural, e.g. in meta descriptions, image alt text, or secondary headings
Focus on long-tail SEO → instead of “bridal makeup,” optimise for “wedding makeup for all couples”
This way, you remain findable while positioning yourself as an inclusive, modern brand.
Bring It All Together
Inclusive language isn’t about being “politically correct.” It’s about making sure your brand is accessible, welcoming, and positioned for long-term success in a diverse industry.
👉 Want a quick-reference guide you can keep on your desk?
I’ve created a free inclusive language checklist for wedding businesses - a practical resource you can use to audit your website, socials, and client communications.
Because your words should make every couple feel welcome, wanted and worth celebrating.