Should you list your wedding planning packages on your website? When it comes to whether or not you should include pricing for your wedding planning packages on your website, you are going to hear a lot of noise on either end of the spectrum. Seriously, people are PASSIONATE that you either should or should not make this marketing move (and make no mistake – it IS a marketing move). While I’m the first to remind you that sometimes in business, we have to treat marketing decisions lightly (I like to think of it as one big experiment!), when it comes to listing your wedding planner pricing on your website, the truth of the matter is this…
I know you were hoping for something a little more concrete, but I have to be honest with you. After over a decade in the wedding industry (and a full-time coach for wedding planners!), there is no “one size fits all” when it comes to whether or not to list your pricing on your website. Instead, I’m going to walk you through what to consider in order to make this decision for your business and encourage you to check back and see if it’s working for you in 6-12 months' time. Yes, that’s how long you need to commit. Like many things in your business, there is no right or wrong answer.
First, are you getting a lot of unqualified leads? If yes, listing your pricing on your website could be a good idea.
But here’s a little piece of advice: if you are going to add pricing to your website, go bold. Make sure people can see and read it.
Don’t hide your pricing away in a light gray size 10 font somewhere on a page that nobody ever looks at. Your prices shouldn’t be hidden in an FAQ section, and it shouldn’t look apologetic. If you are going to list your wedding planning packages on your website, and include pricing, go big.
Make sure it’s obvious and in the reader's face. After all, adding your pricing to your website is to help couples self-select whether they can work you into their wedding budget. It’s designed to reduce the number of unqualified leads that end up in your inbox, which means that at least most of the people who will reach out and book a consultation call with you can, in fact, afford to pay your prices!
On the other hand, if you aren’t getting inquiries, it may be best to leave your pricing off your website for now (unless you are using price as a selling point, which generally isn’t something I will recommend anyway!).
This way, you will get more inquiries and, therefore, more data to work with when growing your business. More inquiries doesn't mean you have to work with everyone and anyone who sends you an email. It just means you might get a better pulse for what couples are really looking for. From there, you can choose to provide it OR shift your messaging.
When pricing your wedding planning packages for your website, consider a starting price rather than your entire price list.
As someone who has planned six and seven-figure weddings, I’m here to tell you that even in the luxury space, couples can get sticker shock. When you list only a starting price, you entice people who find the price to be right for their budget to contact you while still leaving open the possibility of upselling your services and encouraging them to invest a little more once you get them on the phone.
Plus, as we both already know–pricing for your services depends on a variety of factors–like the wedding logistics, guest size, the scope of work, and location. A starting price gives clients assurance you're in their range.
Even with a starting price, if you are going to list it, make it obvious. The point here is likely to stop having calls with couples that can’t afford you, and the more obvious you make your pricing, the less your inquiries will question it.
Ready to update your website? Here are 3 places you should include your prices as a wedding planner.
Your Services Page
Not to sound like a broken record but just remember, pricing isn’t something that you should hide in some obscure paragraph. If you are listing your pricing on your website, you should be confident about the value you bring and give it enough real estate and room for people to see. You are not the cheapest wedding planner in your area, but you are worth it. Remember, your pricing will not discourage your ideal client. In fact, you know those couples who always want the best of the best? Listing your prices might actually help you attract more of them.
Hold up – do you know who your ideal clients are? If not, let me just do a quick plug for The Client Cocktail – my most popular course for wedding pros who want to find their ideal clients once and for all. This was designed to help you book better clients – and I promise you'll get results.
Your About Page
Don’t be shy; your about page is one of the few places where you can unapologetically brag about YOU. Although your about page should be filled with things your ideal customers actually care about, I would argue that pricing definitely applies. When you are listing all of your credentials and why your customers think you are so fabulous, don’t forget to include where your pricing starts (and how they can reach out for more information!). Your about page justifies the pricing for your wedding planning packages so that you don't have to.
Your Contact Page
There are some couples who reach out to any and all wedding planners they find on Google. I’m going to guess that those are not the people you are waiting to inquire. As one more place to include your pricing, I recommend adding it to your contact page. You can include this in the sidebar or the top of the page, or you can even include a box in the contact form where they check off that they already know your prices. The latter is probably my favorite because it helps clear up any objections and means once you hop on the sales call, it’s about more than money. You both already know they can afford you.
Selling your Pricing for your Wedding Planning Packages Online
Regardless of whether or not you list your pricing online, you won't book a client without getting on a sales call (nor would you want to because, remember, you are vetting them as much as they are vetting you!). When you list your wedding planning pricing online, you do miss the opportunity to “convince” someone to go a little over their budget and book you, but as a wedding business coach for over a decade now, I'm here to tell you that you don't need to.
Part of the reason so many of us feel “icky” when it comes to sales is that we approach the selling process out of scarcity. You need to convince the client in front of you to pay your prices, even if they can't really afford to. The longer you are in business, the more you will see this is not the case. There are enough people out there who will see your value and be willing to pay your prices. Your job is to focus on getting in front of THOSE people. Whether you decide to list pricing on your website or not.
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