» 4 Steps to Manage Your Time More Effectively

This article was written by Kevin Dennis, editor of WeddingIQ.

Time is one of the most valuable assets any business can possibly have – time to build infrastructure, attract new clients, serve current clients and stay in touch with past clients. Time is a limited resource, however, and way too often we waste it when we could be maximizing it and experiencing growth.

Understanding the impact that wasting time and properly managing it can have on your business is critical to your success. Achieving maximum success requires maximum time efficiency. So how do you manage it?

Make a to-do list

We might think we’re the ultimate multitaskers, but our brains can really only focus on one thing at a time. Making a to-do list allows you to prioritize tasks that need to be done and keep track of how much you’ve accomplished and how much is left. It is a simple way to make your use of time more efficient. If you don’t like paper lists, try going high-tech and keeping yours on your phone or tablet.

Recognize common time traps

In order to fix a problem, you need to clearly define what the problem is, right? Time issues tend to sneak up on people because we think we’re working hard. Email is a prime example. Checking it all day and at home simply diverts you from doing actual work. Busy is not the same thing as productive. What other functions take too long and drain the life from your business?

Eliminate email waste

First, leave your email for the office. Use your time at home to take care of yourself, your health, your family and those non-work affairs that need addressing so you can be your best self at work. Turn off your notifications so incoming mail does not interrupt your workflow. Set aside 15-minute periods to address what needs to be done in your inbox, generally not more than three times each day, unless your email volume requires additional time. Maximize the efficiency of your email management by setting reminders to act on waiting emails, using templates for responses to frequently asked questions and inquiries and using software or an app that allows you to schedule emails in advance.

Use apps to help manage time

Instead of trying to keep up on your own, leverage technology and research and select apps that take over the functions you’re currently trying to manage by hand. There are social media apps that you can use to pre-schedule content and monitor your presence. Financial apps that can help with payroll, accept payments from your customers and assist in preparing your taxes each year. Event software apps take all of the work out of seating arrangements for your clients and creating all important timelines. You can win back so much time you are currently wasting in your business by simply identifying helpful apps.

Good time management essentially boils down to identifying areas of weakness and addressing them with best practices and great technology. You can take your wedding business to a whole new level by taking control of your time management. Don’t wait – start today!

Kevin Dennis is the editor of WeddingIQ and the owner of Fantasy Sound Event Services, a full-service event company based in Livermore, California. Dennis is the current chapter president for Silicon Valley NACE, and National Vice President for WIPA.

» How to Create a PR Plan

Photo by Michael Stephens Photography

This article was written by Education Expert, Meghan Ely, OFD Consulting

Being the wise wedding professional that you are, you know you need a PR plan. You realize that great press equals great clients and an increase in your standing among your peers in the industry. It’s just that making a plan seems so hard.

Putting off the PR plan you could create today until tomorrow may seem like it’s saving you time and effort at the moment. In the long run, though, it really just pushes off attaining your dreams further into the future. You deserve better than that and you know it. Instead of procrastinating, start with these steps to get your PR plan underway today.

Take stock

Begin by assessing your business. What do your clients love about you? To whom do you appeal now, and to whom would you like to in the future? Who is your ideal client? How do people find you? If you could reach the ones who have never heard of you, what is the first thing you would want them to know? Before you can launch a PR campaign, you need to answer these questions, refine your message and pinpoint your desired audience.

Make a wish list

Next, dive deep into the internet and social media and create a wish list of the outlets you plan to target. It’s not enough to just list the ones you enjoy reading or visiting. Make sure you identify the publishers that reach your ideal customers – using the demographic information you compiled.

Maximize efficiency through organization

Even if it isn’t your strong suit, staying organized has become much easier with advances in technology. These leaps forward currently take the form of online apps and tools to help keep you on top of your game. I personally love Wufoo to collect couple’s wedding day information, Basecamp as project management software to keep us moving along with our daily to do’s and Boomerang, which sends reminders to me to follow up with emails I’ve sent that have not received replies.

Promote your results

Once you are successful at publishing a real wedding or contributing your expertise to an industry article, you’ll want to promote your success. First, send a thank you note to the editor or publisher to solidify your relationship for the future. Then, get the word out on social media. If you have your own blog, craft a post about the piece and include a link to the full piece. By promoting the piece, you’ll be magnifying the spotlight on your business and helping create valuable Search Engine Optimization (SEO) for your website and your publisher’s as well.

Ultimately, avoiding creating a plan can only hurt your business, not help it. Make a point of ensuring your future success by creating a PR plan and beginning to check off related tasks today!

Meghan Ely is the owner of wedding PR and wedding marketing firm OFD Consulting. Ely is a sought-after speaker, adjunct professor in the field of public relations, and a self-professed royal wedding enthusiast.

» Is Your SEO Up to Par for 2018?

This post was written by Mike Anderson, Associate Director of SEO at WeddingWire.

These days, most purchases start with a search.

Customers turn first to Google or Bing to find what they’re looking for, which means if you want to be found, a strong search engine presence is a must. In fact, 81% of people perform some kind of search before making a large purchase. (1)

But in order to land high in Google’s search engine results, you first have to make your website and content easy for Google and customers to understand.

As we kick off 2018, follow the steps below to make sure that your SEO is up to par to gain online visibility, increase your website traffic and ultimately, your sales.

Find relevant keywords to focus on

The first step in optimization is to figure out what keywords you want to rank for. To help find keywords, there are a number of free tools available such as Moz’s Keyword Explorer and the SERPs Keyword Research Database. If you have an account with Google AdWords, their Keyword Planner is a great option as well. Each of these tools allows you to find popular search queries and export keywords you like.

Tip: When conducting your keyword research, try to search for keywords as your customers would. If you were looking for a DJ in your town, what would you search for?

Optimize your website

Once you have a list of keywords, the next step is to incorporate them into your website. Try to be strategic. Make sure keywords are included in the following elements of your website:

  • Title tag – keep it to 50-60 characters and use your target keywords at the beginning. Treat it like a headline – your title tags should be compelling to your audience and include your brand name towards the end
  • Meta Description – these are limited to 160 characters, Make sure they give an accurate description of the page, include your target keyword(s), and are intriguing enough that users will want to click through
  • H1 – this is the heading of a page. It should be kept to about 20-30 characters, and describe the page’s topic. It will often be similar to your title tag, and likely be the title of a blog or article on the page, which means it should stand out and include the keyword that page is targeting. Use only one H1 tag per page.
  • H2s – these are your subheadings, which can be used to break up the content on a page. Don’t include your target keyword in every one, but try to use it once or twice.  

Tip: Try to optimize your homepage for 2 to 3 broad keywords and use sub pages to target more specific, service-related terms. Also, don’t forget to make sure your site is optimized for mobile use. More than half of all searches are done on mobile devices!

Make sure your content is unique and engaging

Once you have optimized your website, it is important to focus on your content. Content quality is widely regarded as one of the most important SEO signals, and speaks volumes about your website’s reputation. By posting quality photos, engaging articles, and useful resources, your clients will want to link to your website. Content freshness is also an important ranking factor, so remember to post new content every so often.

As you begin writing, keep in mind, content should be formatted in a way that keeps readers engaged.  Use short blocks of content to make it easily skimmable, and use a combination of bullet points and paragraphs. Remember to also include links where possible and natural, both to other pages on your site as well as to other relevant websites.

Tip: If you’re looking for article ideas, refer back to keyword research tools to see what things your clients are searching for. Or take a look at your competitor’s social media profiles to see what topics are most popular with similar audiences.  

Optimize your business profiles

While your website is an important asset, it’s critical to ensure that your business information and content is accurate and well represented on other sites as well. Make sure that your Google My Business listing is claimed and features accurate information. The same goes for local directories like Yelp, YP, Apple Maps. Also, if you have signed up for WeddingWire, make sure to add a thorough description of your business and high-quality photos.

As you are filling out your profiles, remember to fill in as much information as possible. The more you provide, the easier it will be for customers to find you. In addition to address and contact information, try adding a relevant category to your Google My Business profile, mention any areas your business specializes in or choosing a high quality profile photo to use in your listings.

Tip: To run a quick analysis of your local listings, try Moz Local, which offers a free scan and score.

Grow your social communities

In addition to your site and your online profiles, social media is also an important part of your online presence. Being active on social media can help grow your online audience, and more importantly, drive more leads. But it can also help your SEO. Studies have shown that social linking itself does not add much SEO benefit. But related signals – such as business reviews and links back to your site from bloggers – can make a big difference. Regular posting on social networks can also help you see what content resonates with your clients, giving you ideas on what other topics would be good to write about. The larger your audience becomes, the more likes, reviews and links you receive.  

Tip: Make sure you provide information about your business on Facebook, Twitter, Instagram and other sites you appear on.  

Also, consider boosting some of your posts. Because business pages have limited organic reach, boosting will gain a significant amount of exposure and visibility. When choosing which posts to boost, remember to pick ones that promote your own content and are especially helpful to your audience. Also consider boosting anything designed to collect contact information, such as free downloads and giveaways.

Take it from Google

Google offers a number of resources to webmasters interested in bettering their sites and their search engine rankings. Their official webmaster guidelines is a great resource to learn about recommended best practices and discouraged activities. The company also has multiple spokespeople that answer community questions and give updates on changes to Google’s algorithm.

Tip: Check out Google’s webmaster guidelines to learn more about SEO best practices. Also, try following John Mueller (@JohnMu) on Twitter for the latest updates.

SEO isn’t always easy, but it is worth it.

So take the time to find the best keywords. Incorporate them properly and naturally into your site and content. Optimize your online presence with the correct information, and reach out to influencers in your industry.

Once you’ve done so, the pay-off will be a higher rank in search engines, more exposure, and more leads.  

Sources
(1) Retailing Today (2014)

» 5 Resolutions for Wedding Professionals in 2018

The beginning of a new year brings excitement about resolutions and goals, but often they can be forgotten or pushed aside, especially when busy season comes around. To make 2018 your best year yet, set business resolutions that you can actually keep and that will have a positive long-term impact on your business. It’s important that these goals are challenging, yet achievable resolutions for both you and your business.

WeddingWire Education Guru Alan Berg has highlighted 5 resolutions that wedding professionals can put into action:

  1. Be respectful of time.

    As a busy professional, you know that often, it can seem like there are simply not enough hours in the day. Save your own time, your clients time, and other professionals time, by simply keeping your communication direct and concise. Also work to respond to all inquiries or questions in a very timely manner (aim for 24 hours or less!), even if it is just an acknowledgement of the inquiry.

  2. Be less connected to technology.

    While we all love technology and how it can help us stay in sync and organized, it can also be a distraction from personal interaction and taking the time to live in the moment. Challenge yourself to set some specific time to disconnect completely from technology each day, and focus on connecting with people, enjoying experiences or taking time to reflect on the goals you have set.

  3. Avoid hypocrisy.

    Wedding professionals often have similar complaints when it comes to some clients. Next time you feel frustrated, take a moment to truly consider the client point of view. After all, they are planning and investing in a once in a lifetime event. Wouldn’t you have questions, expect the highest quality service, and want to save money where you could? Work on seeing their perspective, show empathy, and then use your experience to help them feel confident in their decision to do business with you.

  4. Shorten your to-do list.

    There is an easy way to shorten your to-do list without simply saying ‘no’ to more work. Make a daily ‘must-do’ list to go with your longer ‘to-do list.’ On this shortened list, prioritize a handful of key actions that you must meet that day. Then, when the list is complete, move onto the next priority round of to-dos, or catch up on emails, calls or errands. You will feel accomplished and more relaxed, while keeping focus on higher priority items.

  5. Resolve to think bigger.

    Challenge yourself this year! What is the next big business step you hope to achieve? More revenue? More bookings? A bigger team? Consider what a better business means to you. From there, set three goals you hope to reach in 2018 that will take you to that next level. Create some metrics or programs that will help you reach your goals, and get started. Don’t forget to visit them regularly to stay on track, and see how you are progressing. Checking in monthly will provide reflection and help you stay on track with these goals.

Whether your list of resolutions for 2018 is long or short and concise, adding these five actionable items is a great way to put your best foot forward in the new year.

» These Are Our Most Read Articles of 2017

Photo by epaga FOTO

Throughout the year, we’ve shared our best tips for wedding businesses, the latest industry trends and the newest WeddingWire innovations, all to help you stand out and connect with more of today’s couples. We’ve rounded up the top articles that were the most helpful and enjoyed by our community this year — have you read them all?

10. Storefront Tune-Up Tips for Engagement Season
Did you know that nearly 18% of all engagements occur in December alone? Now is the best time to optimize your online presence in preparation for newly engaged couples looking for their ideal wedding team.

9. Why You Shouldn’t Say You’re “The Best”
Making this claim is an all too common marketing declaration, and it’s not one that will help you win couples. Instead of making that overstated claim, you should focus on what makes you different and exceptional with your ideal customer in mind.

8. Want More Reviews? Start Doing These 4 Things
Remember, 95% of couples use reviews to select their vendors and recency is the most important factor when couples are evaluating your reviews! Couples like to hear (and see!) what they should expect – not from the vendors themselves, but from past couples who’ve been in their position. Whether you’re new to collecting reviews or a seasoned expert, follow these top tips to start collecting even more reviews.

7. How to Respond to a Negative Review
Reviews are key to your online reputation, and it can be frustrating to receive a review that you may not be satisfied with or feel you don’t deserve. Although you may disagree with the review, it’s important to be professional in your response.

6. How Should You Politely Tell a Client “I Don’t Do That”?
As a creative professional, sometimes your taste and unique skills just don’t line up with the trend of the moment. When a request comes in for something that you don’t feel comfortable doing, use these suggestions to politely tell that potential client, “Thanks, but that really isn’t up my alley.

5. How Are Weddings Changing?
In the 2017 Newlywed Survey, we learned things like: Couples now spend 50% of their time planning from a smartphone (up from 30% last year!) and millennials are spending a bit more on weddings: $31,000 on average. To see more of what’s changing and what’s staying put, see the full newlywed survey.

4. 6 Ways to Optimize Your Website for Leads
Once a couple makes it to your site, it’s vital that you guide them to take the next step by submitting a lead. It’s easy to get swept up in your own ideas when building a website, but ultimately you need to think about how couples will interact with it in order to drive more conversions.

3. 5 Ways You’re Losing the Sale
Getting a sales inquiry is a huge buying signal. They’ve started with all of the possible choices and narrowed it down to a small group of potential companies in your service category—including you. At any point, you can either make it to the next round or be dropped.

2. Top Wedding Trends for 2017
Keeping up with current trends allows you to show potential clients that you are in the know and prepared to help them personalize their big day. These are the top trends we saw in 2017 and we can’t wait to share what’s to come in 2018!

1. Pricing Do’s and Don’ts
Here it is – our top post of 2017! Receiving a question about pricing can be daunting and tricky to navigate, but receiving that inquiry is a definite sign of interest and it should be exciting! Instead of being filled with dread when you see a pricing question hit your inbox, cue the confetti and use these top do’s and don’ts to answer their questions.

Thanks for being a part of our community — and we look forward to continue to grow together in 2018!

» WeddingWire Networking Night Richmond

This week, local wedding professionals gathered at Dover Hall for WeddingWire Networking Night Richmond!

Wedding professionals had the opportunity to enjoy a stunning event space fit for royalty! Guests met other local vendors across all service categories as well as members of the WeddingWire team. Plus, they learned local-industry statistics and insights on working with millennial couples in the wedding industry, presented by WeddingWire’s Associate Director of Customer Success, Kyle Mihalcoe!

Thank you to all the wonderful pros who joined us! We’re excited to share highlights from the event including the educational presentation, our latest issue of WedInsights, and photos from the lovely evening below. For additional photos from the evening, check out our gallery!

We would like to say a special thank you to the amazing event partners who helped make the evening possible:

Finally, we’re excited to announce the winner of our WeddingWire Prize Pack give away – congrats to Katherine from The Westin Richmond!

» Set Couples’ Expectations with Interactive Storefront Pricing

This new WeddingWire Storefront feature for venues uses your past client data to create a range of what couples can expect to pay based on event details like guest count and wedding date.

As an added bonus for Premium WeddingWire members, when couples use this feature you’ll receive more information directly in the lead notification – helping you to send a more personalized response and increasing your likelihood of booking.

Watch this quick video to see how it works or log into your WeddingWire account to get started!

» Make a Stunning Impression with WeddingWire 3D Tours

Premium members can now showcase their venue like never before! Give potential clients a tour of your property, anywhere with a WeddingWire 3D Tour — now included with your Spotlight, Featured, or Professional venue listing in select regions.

A 3D tour transforms the way couples can view your venue by providing them with a virtual walkthrough of your property. Compared to traditional photos and videos, an interactive 3D tour gives couples the most realistic experience aside from physically visiting your venue and lets them easily view your space right on your WeddingWire Storefront, prior to contacting you. It’s a great way to attract more qualified leads.

Interested in a WeddingWire 3D Tour? The process is easy!

Step one: Fill out this form, and include available dates for the photo shoot, descriptions of interior and exterior areas, and a floor plan if available. Once submitted, we’ll contact you to confirm your photo shoot and coordinate timing and logistics.

Step two: On the day of the photo shoot we recommend preparing your venue the same way that you would for a wedding to help prospective clients visualize the space for their big day – make sure everything is clean, decorated and well-lit. Keep in mind that the camera will capture rich details of your space for users to explore and zoom. The photo shoot typically take 2 to 3 hours, but can vary based on the complexity of your floor plan and square footage. We will calculate the amount of time needed based on the details you provide in your form and schedule accordingly.

Step three: We’ll create a high-quality 3D tour of your venue and add it to your WeddingWire Storefront. This process will take approximately three weeks. After it is uploaded, you will also receive a 3D Tour icon in the vendor directory.

Have questions? Email 3DTours@weddingwire.com and we’ll get back to you as soon as possible!

» How to Choose the Right Industry Association

If you are looking to take your business to a new level, whether you’re new or have years of experience, joining an industry association could be just the game-changer you’ve be looking for. Association memberships grant access to power networking, collaborative relationships and leadership opportunities, all of the tools that can put a great business on the fast track to even bigger things!

Why Join?

Professional associations have a lot to offer. Many local chapters offer regular get-togethers where you can meet like-minded individuals, share ideas, swap stories and exchange thoughts. Some organizations pair these meetings with educational opportunities, prestigious speakers and exposure to new concepts to provide additional support for member businesses.

Some organizations also have national chapters, broadening the available networking opportunities substantially. There are often annual conferences for members and even the ability to attend meetings of other chapters.

Which Association is Best for You?

The events industry has several major associations, all of which support our professionals, and each with a different set of strengths and benefits. Some of the major organizations include:

WIPA

The Wedding International Professionals Association (WIPA) was formed to provide an opportunity for networking and continued education. There are nine chapters around the country and the option of joining “at-large.” The organization offers meetings, mentoring programs, up-to-date information and news for a tight-knit community of professionals.

ILEA

The International Live Events Association (ILEA) is an international association with 51
chapters worldwide. Membership is offered to creative event professionals and offers access to invaluable resources, a career center, exclusive events and the ability to compete for coveted awards.

NACE

The National Association for Catering and Events (NACE) has 40 chapters across the nation and hosts numerous events throughout the year to increase education in the industry and give members a platform to showcase their work to peers. Local chapters offer leadership opportunities as well as regular networking gatherings. The annual NACE Experience conference is one of the industry’s most heralded events and considered a can’t-miss by many.

MPI

Meeting Professionals International (MPI), the largest meeting and event industry association in the world, focuses on high-level education and business practices. The organization’s 90 chapters are located across North America, South America, Europe, and Asia. Members can access a network of peers and many educational opportunities.

You’ll also want to be mindful of locally grown organizations- and remember, you can always take matters into your own hands and create your own opportunities. I founded Tri-Valley Wedding Professionals years ago to fill a need in our community and we’re now hundreds of members strong.

No matter which industry association you choose, an investment will be necessary to become a member. This investment is only worth it if you plan to actively participate by attending meetings, offering your services and seeking leadership roles. There is next to no benefit if you simply pay your dues and never show up. Associations are communities that rely on every member to help make them great.

In addition to those listed above, the events industry has many niche associations, like ADJA for DJs or WPJA for photographers, that offer numerous benefits to members. We recommend doing a bit of research on the associations related to your niche, choosing at least one that appeals to you and fits your business goals, and joining today!

 

Kevin Dennis is the owner of Fantasy Sound Event Services, a full-service event company based in Livermore, California. Dennis is the current chapter president for Silicon Valley NACE, and a past national president for WIPA.

 

» 5 People Every Wedding Business Owner Needs on Speed Dial

As the saying goes, “It takes a village.” That sentiment rings true when it comes to owning and operating your own business. You want to surround yourself with smart and capable people that will contribute to your success and growth. Who those people are tend to be a bit different for everyone, but we’ve put together a list from fellow wedding pros on who you may want to add to your speed dial.

Website Consultant
Kylie Carlson of the International Academy of Wedding and Event Planning relies heavily on her website consultant, “Since we are an e-learning company, I speak to my Website Consultant daily for his advice on different things I need to maintain 6 websites and a Learning Management System.” Most of us can relate to running a business primarily through a website, and when emergencies pop up or you need something added quickly, having your consultant’s number at the ready is a must.

Social Media Groups
In the age of social media, sometimes a phone call isn’t needed when you belong to groups of like-minded individuals that you trust. Jenny DeMarco of Jenny DeMarco Photography shares, “I am a part of a group of about 35 peers from all over that met while attending the same workshops and conferences every year. We are diverse in age, experience, income levels, business models, photography styles and much more. We have an online Facebook group that I turn to all the time when I need advice or encouragement.”

Business Partner
When you need a second opinion, or are struggling with some of the bigger decisions, oftentimes the person you should be speaking with is your business partner. “Running a business is often a fast paced environment that needs quick decisions, creative problem solving, and innovative ideas. So I find myself regularly calling the person that I know is just as invested as I am- my business partner.” explains Audrey Isaac of 100 Candles.

Publicist
Kevin Dennis of WeddingIQ doesn’t make any marketing PR decisions without first getting on a call with his publicist, “For us, our speed dial list is really two-fold, because different people are valuable in different areas. Our publicist is the first person we call when it comes to any marketing or insider wedding industry questions, but when I am thinking on a new idea or need advice outside of PR and marketing, I turn to a few trusted veteran peers for help.”

Massage Therapist
You may read this with a confused expression, but relaxation and recharging are an absolute necessity when working in the wedding business. “After a weekend of weddings, you need that massage first thing Monday morning,” says Jennifer Taylor of Taylor’d Events. If not a masseuse, then perhaps call your tennis partner or yoga instructor- whatever you need to do to enjoy a little rest.

Now it’s your turn! Pull out your phone and create a speed dial list that’s right for you.

 

Meghan Ely is the owner of wedding PR and wedding marketing firm OFD Consulting. Ely is a sought-after speaker, adjunct professor in the field of public relations, and a self-professed royal wedding enthusiast.

» WeddingWire Rewards – Bookings for You, Rewards for Your Clients

We recently rolled out a new program that rewards couples for contacting and booking you on WeddingWire! Couples can now earn $25 for every vendor they contact and hire through the WeddingWire website – up to $300.

WeddingWire Rewards is designed to give couples even more of a reason to contact your business, bringing you more leads and bookings. Here’s how it works:

  • A couple submits a lead to your business through WeddingWire Messages and lets us know they’ve hired you.
  • If the couple is not already booked in Messages or within the Clients tab of your WeddingWire account, you’ll receive an email asking you to confirm if you’ve booked them as a client.
  • If you confirm the booking, we’ll reward the couple by sending them $25.

A couple’s receipt of their reward is dependent on your participation in the program, so please try your best to keep your clients’ booking status up to date within your WeddingWire account. WeddingWire Rewards is a great way to build and strengthen relationships with your clients.

Want to let prospective clients know about WeddingWire Rewards? Share on your social channels! You can use one of the pre-drafted posts below.

Facebook, Twitter, or Instagram: Earn up to $300 with WeddingWire Rewards.

Facebook or Instagram: WeddingWire’s new rewards program makes your wedding planning even more rewarding. Earn $25 for each vendor you contact and hire through WeddingWire.

» 6 Ways to Optimize Your Website for Leads

With the amount of competition in the wedding industry, just getting website visits from your local market can be a big win! Once a couple makes it to your site, it’s vital that you guide them to take the next step by submitting a lead. It’s easy to get swept up in your own desires and ideas when building a website, but ultimately you need to think about how couples will view and interact with it in order to drive more conversions.

Your website is a channel that can continually be optimized, just like any of your marketing channels! Read on for six easy ways to optimize your website for generating leads and inquiries.

Reduce form fields

When it comes to creating an easy experience for website visitors, reducing the length and number of fields used is one of the easiest ways to boost conversion rates. The fewer fields the visitor has to fill out, the more likely they are to submit a lead. Inevitably, though, shortening your contact form can be a trade-off – shorter forms generate more leads, but longer forms generate higher quality leads. The key is to give a lot of thought to which fields you truly need and which fields you can forego during this initial contact. At the very least, you’ll want to acquire their name, email, phone number, and wedding date; the rest depends on your service category and routing needs. Just remember: Keep it simple!

Prioritize form placement

If you want your website visitors to submit a contact form to get in touch, give your form top placement on your website. While today’s web users are familiar with scrolling past the “fold” to learn more, placing your contact form above the “fold” guarantees that they’ll see it regardless of their next action. In fact, Education Guru Alan Berg suggests adding a contact form to each page of your website to guide visitors towards submitting an inquiry. Whichever option you choose will ultimately depend on the layout and design of your website, but whatever you do, don’t hide the contact form by placing it too far down on your homepage or creating multiple steps to get to it.

Utilize your reviews

Your WeddingWire reviews are easy to find and evaluate on your Storefront, but if a potential client is looking at your website they should be able to find them there, too. When deciding whether or not to submit a lead through your website, couples are looking for proof that you provide a high quality service and that your past clients were happy with the results. If a couple is reviewing your website, you’ve already made it through several stages of consideration and offering rave reviews from other couples will make the decision easier for them. Select a few of your best reviews and add them to your website to show couples that your service is the best choice. Make sure they are located close to your contact form so a happy client is one of the last things they see before deciding whether to contact you.

Show off your awards

Awards are one of the best ways to lend outside credibility to your business. After all, you can say how awesome your business is, but your opinion isn’t impartial until someone else verifies it! Showcase what sets you apart from your competition by featuring your awards near your form or in the header or footer of your website. Unlike other awards in the wedding industry, the WeddingWire Couples’ Choice Awards® are solely based on reviews from real newlyweds and their experiences with wedding professionals. If your business is prestigious enough to be among the top five percent of wedding professionals on WeddingWire, we’ll provide you code so you can easily feature the award on your website for all visitors to see.

Test your calls-to-action

Could the generic text on your button or contact link be the factor that’s driving down conversions? Or perhaps the color of your contact button blends with the rest of your website and is too hard to read? Test the color and text of your call-to-action or submit button to see if your conversion rates differ. Try changing your formal ‘Contact Us’ text to ‘Get in Touch!’, or use a contrasting accent color on the form button to attract more submissions.

*Quick Tip – only change one element at a time (text or color) so that you can track which change makes the biggest impact.

Track and analyze changes

All of these changes will be hard to measure if you don’t have enough information to see what’s working! Tracking the number of inquiries you receive each month is easy enough to analyze, but that’s only looking at one piece of the puzzle. It’s important to also use Google Analytics or another website analytics platform to track how many visitors you receive, how long they’re staying on your website, and how many pages they visit before submitting an inquiry or leaving your website. Keeping an eye on all of these things will help you understand the behavior of your website visitors to make changes that will improve conversion rates and increase time on the site.

Every website is different, and it may take some time to find the right combination that works, but just give it some time. You aren’t likely to see changes in leads overnight, but that doesn’t mean your updates aren’t working! You can always ask for feedback from friends and industry peers, or ask a client to explain what they did or didn’t like during their research. Happy optimizing!