» How-To: Make Your Website LGBTQ-friendly

How-To: Make Your Website LGBTQ-friendlySince the historic Supreme Court decision legalizing same-sex marriage, an entire new segment of the population has entered the wedding industry as newly-engaged couples. Your wedding business could be catering to those couples, but website content and images could be holding you back!

According to our 2016 Survey of Contemporary Couples & Current Wedding Trends, 98% of same-sex couples surveyed feel positively about a company featuring same-sex imagery on their websites and marketing collateral. However, at the same time, many couples are turned away from a site if they cannot relate to the content or visuals they see.

Are all different types of couples reflected in your marketing materials? If your answer is no, here are some suggestions for how you can incorporate more LGBTQ-friendly language and images in your website, WeddingWire Storefront, and other online listings:

  • Display an assorted representation of couples you’ve worked with through visual content such as your main image, photo albums, and video content
  • Select all of the types of weddings you service within your FAQ to make it clear to same-sex couples whether or not you are open to LGBTQ clients
  • Consider your social presence and the couples you’re using to feature in your blogs, social media, and website

Don’t forget: Language is huge factor in making underrepresented couples feel welcome! Be sure to use inclusive language within your About Us section, such as writing “couples” in place of “brides,” since same-sex couples as well as straight grooms will not be able to identify with what you’re trying to say.

Small changes can go a long way towards helping all types of couples feel comfortable reaching out and working with your business. Get started today!

» Should You Specialize in the LGBTQ Niche?

WeddingWire Contributor

Bernadette Smith

Bernadette Smith is the founder and president of 14 Stories and the Gay Wedding Institute (GWI), and award-winning author of three books, including The Business of Gay Weddings: A Guide for Wedding Professionals. Through the GWI, Bernadette has trained thousands of wedding and hospitality professionals on sales and marketing best practices to same-sex couples. Bernadette’s expertise has been sought after by the Today Show, National Public Radio, the BBC, the New York Times, CNN, among many others.

Now that there is marriage equality across all 50 states, one of the questions I’ve been getting is: Should I open a business specializing in LGBTQ weddings?

Should You Specialize in the LGBTQ Niche?12 years ago, when marriage equality came to Massachusetts, the first state in the country, I opened a wedding planning business (14 Stories) doing just that, with an LGBTQ specialty. I opened the business to be an advocate for my clients and help them navigate a very traditional wedding industry where they might feel trapped in traditional roles, or worse – mistreated or rejected.

At that time, there were no other businesses in my market in Massachusetts with that specialty, so it was very easy for me to build a client base. Additionally, Massachusetts quickly became a destination for couples from other states and countries who could not legally marry in their home state. My wedding planning clientele was not just local couples, but also couples who sought Massachusetts (and later the rest of New England and New York) as their wedding destination. In that sense, it was almost easy money. I’m really proud of the work we’ve done with couples from almost every state and around the world.

Now that every state has marriage equality, specializing in same-sex weddings would be a risk for any business. Think about it: same-sex couples have a wide variety of purchasing criteria just like everybody else. They make their purchasing decisions based on creativity, personality fit, budget, style and a whole number of other factors that have nothing to do with whether or not you specialize in same-sex weddings.

Data tells us that the LGBTQ community is 5-7% of society. In order to make a successful living with an LGBTQ specialty, you have to attract the community, find ones who are engaged, have a wedding date which you have open, have the budget for your services, love your personality, respect your talent and a whole lot more. Having a niche is great, but with this specialty, you would be extremely niche-driven to the point where there just will not be enough demand to create a sustainable business. And at the end of the day, we have to make money. Continue reading

» 3 Ways to Reach More Same-Sex Couples

WedInsights

3 Ways to Reach More Same-Sex Couples2015 was a momentous year and a huge win for same-sex marriage equality. As inclusivity continues to increase in 2016, 85% of wedding professionals surveyed said they are ready, willing and able to serve same-sex couples. However, being willing to serve and prepared to serve are two different things!

These tips, backed by data found in Volume 12 of our WedInsights series, can help your wedding business reach more same-sex couples as part of the expanding wedding market.

Go beyond the first glance

Many in the industry (e.g., wedding pros, wedding expos, registry) assume a marrying couple is one male and one female, thus distributing forms/contracts with “bride” and “groom” language, and often using the term “bridal” when referencing their clientele. This bridal bias and heteronormative assumption is important to recognize as you may be alienating current and potential clients.

89% of LGBTQ couples feel positively about a company featuring same-sex imagery on their websites and marketing collateral, and 53% of opposite-sex couples feel the same! Make the change to show your inclusivity by using the word “couples” instead of “brides”, and updating your collateral and/or contracts to be suitable for all types of couples.

Aim to be gay wedding competent

In today’s market it’s not enough to be ‘gay-friendly’ – you must be gay wedding competent. Even those pros who appear or claim to be gay-friendly can still make same-sex couples uncomfortable or unwelcome through small actions. Our data shows that 12% of engaged same-sex couples say they’ve experienced discrimination, while 13% are uncertain (i.e. unreturned phone calls or emails can create suspicion despite the true reasons).

LGBTQ couples now have a greater choice when it comes to their vendor team and it’s no longer just about who responds back. Make it a seamless experience and show your competence by:

  • Understanding what LGBTQ couples need (ex. how to enter down the aisle, how to orchestrate child-parent dances, etc.)
  • Understanding how LGBTQ experiences and legal options shape their choices
  • Using the terms that couples use to identify themselves

Continue reading

» Gay Weddings By The Numbers: The Year Since Marriage Equality

This post was written by WeddingWire Education Expert Kathryn Hamm, Publisher of GayWeddings, the leading online resource dedicated to serving same-sex couples since 1999. Kathryn is also co-author of the groundbreaking book, The New Art of Capturing Love: The Essential Guide to Lesbian and Gay Wedding Photography. Follow her on Twitter @madebykathryn.

From a market perspective, one of the most interesting results of our post-marriage equality existence is that the economic impact story will finally be revealed rather than projected. As we cross the threshold of June 26, 2016 – one year since the Supreme Court’s Obergefell v Hodges decision – we can now offer our first concrete snapshot of what did happen nationally for same-sex couples and the wedding market.

Gay Weddings By The Numbers: The Year Since Marriage EqualityIn addition to our 2016 Survey of Contemporary Couples and Wedding Trends – a highly disciplined national study of more than 1,400 LGBTQ and non-LGBTQ recently married couples, conducted by the research teams at WeddingWire and Community Marketing & Insights, along with the unmatched same-sex wedding market experience of yours truly (17 years) and Bernadette Smith of the Gay Wedding Institute (12 years) – Gallup and a scholar from the Williams Institute have offered some analysis of what has happened in the past year.

The headliner, of course, is that Gary Gates, a recently retired distinguished scholar at the Williams Institute of UCLA, analyzed our Contemporary Couples report and the Gallup report, concluding that same-sex couples spent more than $1.3 billion on their weddings in the past year. I think it’s safe to say that the economic impact in this past year was clear.

But what can we expect moving forward?

To answer that question, here are some economic and demographic highlights that may impact your decision-making as you consider your approach to expanding your services to be inclusive of all couples:

  • Gallup estimates that approximately 123,00 same-sex couples married in the U.S. in the past year.
  • The Gallup poll showed an increase in couples living together who reported being married as having grown from 38% pre-Obergefell to almost half of all same-sex couples (49%) post-Obergefell.
  • Gallup estimates that 3.9% percent of adults in the U.S. identify as LGBT.

Given the above, it’s important to note that Gallup, in looking at its poll results between June-Nov of 2015 and Nov 2015-June 2016, sees the spike in same-sex marriages may be leveling off. This is certainly a trend that I expected to see that is, once federal marriage equality occurred, any couples who had been waiting for this milestone would be prepared to get married in relatively short order and more ‘typical’ market rhythms would be upon us.

So, while we saw 123,000 couples spend $1.3 billion in the past year, can we count on this as a stable predictor?

Continue reading

» #WeDoLove for the Anniversary of Marriage Equality

This Sunday, June 26, 2016, marks the one-year anniversary of the Supreme Court ruling in favor of marriage equality!

The court ruled that the right to marriage is a fundamental right for all – that there is no legal or moral justification for standing in the path of marriage equality. Members of the WeddingWire and GayWeddings teams were on-site to witness the historic decision, and spent the morning celebrating with the LGTBQ community and straight allies in attendance.

To celebrate this monumental anniversary, WeddingWire and our sister site, GayWeddings, collected video submissions from wedding pros and engaged couples alike telling us why they “do love” in support of marriage for all and they did not disappoint! Check out the inspiring video below to be reminded of why marriage equality is such an important victory for love that impacts all of us.

Together with GayWeddings, WeddingWire is proud to continue offering resources and education to all engaged couples and wedding professionals. We hope you enjoy celebrating this important moment in history this weekend with loved ones!

Spread the love and let the LGBTQ community know that you’re ready, willing, and able to help them plan the wedding of their dreams by adding our GayWeddings badges to your website or blog. Or, if you haven’t yet joined the GayWeddings directory to start reaching more same-sex couples, learn how to opt-in and customize your main image on GayWeddings today.

» Celebrate Marriage Equality With #WeDoLove

Celebrate Marriage Equality With #WeDoLoveOn June 26, 2016, WeddingWire and our sister site, GayWeddings, will celebrate the one year anniversary of the Supreme Court ruling, a decision that paved the way for marriage equality nationwide. It was an important victory for love that impacted all of us.

We know the support of wedding professionals like you means the world to engaged couples and newlyweds. So we’re teaming up with GayWeddings to create a fun, celebratory video including your #WeDoLove moments in support of marriage equality.

#WeDoLove celebrates weddings for all couples, and the outpouring of love and support, teamwork and togetherness for everyone who helps bring two people together. We salute the village it takes to plan a wedding from family and friends to LGBTQ-friendly wedding pros.

Want to submit? Simply upload a short video telling us why you “do love” in support of marriage for all! We’re looking for self-filmed videos between 15 and 30 seconds that discuss some of the following themes:

  • What word(s) comes to mind when you think about “marriage equality?”
  • How has marriage equality changed your life?
  • What does the one-year anniversary of the ruling mean to you?
  • Why is marriage equality important?

By adding your unique perspective to #WeDoLove, you’ll help us create an inspiring video to commemorate the one-year anniversary of marriage equality, and to stand behind love. Upload your video now, and tell us why you do love!

Submit your video now >>