This article was written by WeddingWire Education Expert, Kathryn Hamm.
The first and easiest part of being more inclusive in your digital marketing is to diversify representation within your images and text. As I’ve written previously, this includes written and visual representation of “brides and grooms” or “engaged couples;” of same-sex couples; of various races and ethnicities, religious rituals and physical abilities, shapes and sizes. These are simple cues that say “I see you” to prospective clients who might not feel included in mainstream wedding media.
Consistency is key
Though this may be enough to broaden your appeal to more clients, I advise wedding professionals to seek more information to understand the nuance of need beneath a first impression. It’s important to recognize that when a client feels “seen,” they are more likely to make an inquiry, but also they are more likely to hire you if you can deliver a truly inclusive experience from beginning to end.
Consider the case of a Caucasian stylist who features African-American brides on her website, but does not have a wide range of foundations and complementary hues for darker skin tones or an understanding of styles that are trending amongst black brides. Or the photographer who books a same-sex couple but applies a heteronormative (one bride, one groom) approach to the poses of two grooms or two brides or offers a referral to a caterer who is outspoken against same-sex marriage. When broadening your service offering, extra homework, preparation and consistency goes a long way.
Consider your website accessibility for all clients
Though your website may offer that “first impression” opportunity for some clients, it can also result in couples (and/or their attendants and guests) who have disabilities leaving your website quickly due to accessibility issues.
Below are a few simple tips to enhance your website to be more inclusive and accessible for clients with disabilities. Remember: these considerations may be important for the engaged person who is doing the planning, but might also be important for engaging the collaborative assistance of a parent or best man or best woman.
- Image accessibility
Make sure that your key images and actionable buttons are large enough to be seen by someone with limited eyesight and that your ‘alt tags’ and ‘title tags’ clearly describe the content in an image so that a screen reader can interpret that visual information in a spoken form for those who are blind or dyslexic. It’s likely that many of you are already tending to your ‘alt tags’ for SEO (and if not you should be!) so this additional consideration increases the value of your business investment.
- Text accessibility
Consider the flexibility of your written content to make sure that the information you are presenting comes across impactfully if a client is using a screen magnification tool to enlarge the text or a screen reader to interpret the text. It can also be helpful to make sure that your links are underlined or otherwise clearly differentiated from your normal text so that those who are color blind can easily find important links on your site.
- Video accessibility
As you publish video content of your work or expertise on your website and in social media feeds, make sure to offer a clear description about the main point of your content, but also consider adding subtitles or investing in a sign language interpreter to provide a translation for those who are deaf.
- Inclusive representation
Beyond including images of brides, grooms and guests with disabilities in your marketing images, take the time to find a local ASL interpreter to include in your referral list and/or professional network. If you aren’t otherwise required by ADA compliance, take a take a test tour of your office, event space or venue in a wheelchair to understand where access may be an issue. Or consider having a large print or screen-reader-friendly version of your contract so that a client with a visual impairment or dyslexia can more easily understand all of the terms related to the booking.
These small adjustments can be made during your next website update or as an improvement to your next blog, social media or video post. And, beyond making a meaningful difference for many brides and grooms with disabilities, engaged couples who are looking out for their guests with disabilities will also appreciate that you are ready, willing and able to serve them, too.
Did you know? Apple products have a wide range of accessibility tools built in to its iOS. If you have an iPad or iPhone, explore the features on your own device to see how those with vision, hearing or physical disabilities might be accessing your digital presence without even realizing it. Go to Settings > General > Accessibility.
This post was written by Kathryn Hamm WeddingWire Education Expert, Diversity and Inclusion Specialist. 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.