How to Bring the Brides to Your Website—And Convert!

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By Laura Cave

Today’s millennial brides and grooms come from the most educated generation ever—nearly 75-percent have four-year degrees. Most of them work full-time, and they are super tech-savvy because they grew up with the Internet.

So when it comes to hiring entertainment for their wedding, it’s no wonder they’ll start their research online before they ever reach out for a quote.

Does your website have the information they are looking for? Does it compel them to pick up the phone or send them on to your competitors? If you have far more unique visitors than new customer inquiries, you could probably stand to up your game online.

How? Before you start implementing changes, it’s a good idea to give yourself a benchmark so that you can measure your improvement over time. Make a note of how many unique visitors come to your website per month for the last few months, and compare that to the number of inquiries you receive per month. This will tell you how effective your website is at inspiring the potential customer to contact you. Keep track of this information each month so you can measure your success.

Here are some tips to get started:

* Update your photos. Brides love photos. In fact, photo galleries get about 35 million page views per month on TheKnot.com. So photos not only determine what kind of first impression you’ll make, they’re also a great way to get customers to stay longer on your site.

* Brides and grooms want to see your product (a jam-packed dancefloor, a romantic first dance) more than they want to see you or your equipment, so make sure she can see herself in your photos.

* Only use photos taken by a professional and update every year—women can tell how old your photos are by how out-dated the wedding guests’ shoes and hairstyles become. Keep it fresh!

* What makes a good photo? Choose photos that have natural lighting, that tell a story and that have sharp details.

* Context is everything. When choosing images for an online ad, consider the size and whether or not it will stand out in the context of the page where it will be displayed. If you’re not sure, mock up an example and show it to a friend or employee to get their impression.

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