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Building Your Branding

How to Stand Out in a Crowded Market: Creating a Website for Wedding Planners That Get Results

April 28, 2023

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I'm candice!

I'm Candice, your new tell-it-like-it-is BFF (and purpose cheerleader). Are you ready to grow and scale a profitable business with purpose–and one that gives back to your meaningful life? Thought so!


What's your brand cocktail for success?

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*cues up to the bar* Let's start the tab, shall we? Take the quiz and find your brand cocktail for success.

Feeling overwhelmed by the endless competition of wedding planners? Don't worry, we've got your back! In this article, we'll guide you step-by-step on how to create a website for wedding planners that not only look impressive but also consistently generates leads for your business. We'll delve into what we consider to be absolutely essential (after 15+ years in the industry) that can set YOUR website apart from the rest, showing you how to showcase your expertise and convert prospects into customers that can’t wait to sign a contract and send the deposit. 

Whether you're just starting out or looking to take your business to the next level, you are going to love today’s blog post. So why wait? Don’t just quickly skim this blog the way you may have done before – grab a coffee, sit back, and let’s get you a website that gets results!

Candice Coppola shares tips for websites for wedding planners

Decide on YOUR Clear Value Proposition

Wait – shouldn’t I start with the more exciting stuff?

If I thought it would get you results, I would. The truth is: one of the most important elements that will make a website for wedding planners stand out is a clear value proposition. Not to get too technical – but your value proposition is the unique benefit you offer to your clients that your competitors cannot. 

Your value proposition should be OBVIOUS on your website (if not stated outright), so that visitors can quickly understand who you are, who you serve, and how/why you do it. It should be concise, but at the same time, it should be powerful enough to convince potential clients to choose you over your competitors.

If you don’t do this – your customers might (mistakenly) assume the only difference between you and them is price. I’m guessing I don’t need to explain why that’s NOT what you want, right?

Use High-Quality Imagery

Listen – I started my wedding business in 2009 and let me tell you: websites were JANKY back then. I was booking clients with free stock photos that were the same as everyone else’s. Looking back – I’m sure I would cringe a little at what I thought I loved at the time!

Today though? There is no excuse for a bad website or bad photos #sorrynotsorry

One of the key ways to make a website for wedding planners stand out is through the use of high-quality imagery. The eye buys, and your photos are a window into what you’ll ultimately be creating for your clients. They can make or break your brand identity. By using stunning images, you can create a visual representation of your unique services and showcase your professionalism and attention to detail.

The Best Stock Photos for Wedding Planners

Let’s talk about free vs. paid for a sec. While free stock photos have come a LONG way since 2009, so have paid subscriptions (which are one of the most low-cost yet impactful investments you can make in your business). 

If you are in your first couple of years in business, a few of my favorite places for stock photos are:

When it comes to choosing images for your site, be sure to focus on quality over quantity. Select images that are high-resolution, clear, and well-composed. At the same time, be sure to resize your images so you aren’t uploading bulky large files that will slow down your website. 

Switch Your Website to Showit

Like I said earlier, there is no excuse for a bad website, especially when we have easy “drag and drop” website builders like Showit. Showit truly allows you to create a stylish, personalized website that not only looks great but functions seamlessly. But that’s not the only reason to switch to Showit.

Let’s talk about your mobile website

Most of your prospects are busy, and they may just stumble across your website on their phone. That’s one of the biggest reasons I love to recommend Showit. On Showit, you can design your mobile browser as a completely separate experience. And it’s relatively painless to do.

Having a website that functions seamlessly on both desktop and mobile is so important. Even if your desktop site looks amazing, a poorly optimized mobile site can drive away potential clients. It's important to make sure that your mobile site is optimized just as well, if not better than your desktop site.

The Best Showit Templates for Wedding Planners

Listen – if you’ve been around for a while, you know I love a website template. It’s the easiest way to launch your new website fast. Here are a few of my favorite places to shop:

Showcase Your Expertise

As a wedding planner in a crowded market, you know you need to showcase your expertise on your website. Your website should reflect your experience and knowledge by featuring informative articles (time to start blogging again!), and answers to their frequently asked questions (show them that you are inside their head!). Video is also huge in 2023 so consider creating educational videos or even hosting webinars or online classes to demonstrate your expertise and provide value to potential clients. 

By showcasing your expertise, you establish trust with potential clients and differentiate yourself from competitors. However, it's not enough to simply claim expertise – you need to provide proof that you have the skills and knowledge to deliver exceptional results. This is where testimonials and social proof come in…

Add Testimonials and Social Proof

In my humble opinion, sometimes we trust reviews a little too much. But it’s a reality of the world we live in, so when creating a website for wedding planners, I will always stress the importance of adding testimonials and social proof to your website. Positive reviews and endorsements speak volumes about the quality of your work and can help alleviate any doubts or concerns that potential clients may have.

In addition to testimonials, social proof can also be a powerful tool. This includes things like sharing photos, videos, and other content from weddings or events that you have planned. By showcasing your work, you're demonstrating your skills and abilities while building trust with potential clients. You may even want to consider adding reviews from vendors you’ve worked with – as vendor communication is one of the key things your customers hire you for.

Don't forget about SEO 

I’ve built a strong foundation for my business because I never forget about SEO. A well-optimized website can help potential clients find you when searching for wedding planners in their local area. Most couples turn to Google first! So, while you focus on creating an unforgettable website, don't neglect the importance of SEO for reaching a wider audience too.

To take your wedding planner website to the next level, consider starting a blog (like this one!). Blogging can help increase your website’s visibility and improve your SEO by a long shot. By regularly creating content that’s optimized for search engines, you can drive more traffic to your site and establish yourself as an authority in your industry. In the next section, we'll explore how to start a blog that resonates with your target audience and boosts your online presence.,

Start a Blog

A little caveat here – it's not just about creating content for the sake of SEO. To truly attract new customers and establish your brand, your blog should offer value by sharing your expertise and insights. Consider creating content around common wedding planning questions, highlighting unique vendor collaborations, or sharing real-life weddings. By offering valuable information and personal touches, you can build trust with potential clients and stand out in a crowded market.

To maximize your blog's driving traffic back to your website, make sure to include internal links within your blog posts. This will not only guide visitors to other useful content on your site, but it will also help increase your website's page authority and improve your overall SEO.

Make It Easy to Contact You

Last but NOT LEAST, as you create a website for wedding planners, make it easy for potential clients to get in touch with you. Include clear and enticing calls to action on your website to help guide your potential customers to your contact page. Once they are there, make the process simple and straightforward. Do they need to fill out a form? Immediately book a call? What happens next? 

A word to the wise – include your email address on your contact page because, despite our next efforts, not everyone will fill out a form. 

wedding planner creating a new website

Ready to Create a Website for Wedding Planners That Stands Out?

If you are still busting your hump on Instagram, I really want to encourage you to start focusing on your online presence too. To recap, when creating a website for wedding planners, you need to:

  1. Decide on YOUR Clear Value Proposition
  2. Use High-Quality Images
  3. Switch Your Website to Showit (or another aesthetically pleasing, easy-to-edit website platform)
  4. Showcase your expertise
  5. Add testimonials and social proof
  6. Don’t forget about SEO
  7. Make it easy to contact you.

You Need More to Stand Out in a Crowded Market Though! 

If you love NO-BS business advice and are ready to become the best wedding planner in the industry (or at LEAST – in your area!), I want to invite you to hop on the waitlist for the Planner’s Playbook now. If you’ve been trying to grow your wedding business and get caught wondering “What TF do I do next?!” more than once – I truly believe the Planner’s Playbook is where you need to be, friend. Inside this monthly membership, I show you EVERYTHING you need to know to design, plan, and execute your dream weddings. Hop on the waitlist for extra perks now.

Explore More Wedding Industry Resources

For More Wedding Planner Business Secrets Follow Me On Instagram

Raise your hand if you let shiny object syndrome wreck havoc in your business 👋🏻👋🏻👋🏻👋🏻

Steven Greitzer from @ourprovenance joined me for a tech talk this week on the podcast! We definitely chat about the mistakes we make when it comes to tech - and how you can be more intentional with the tools you use.

He also shares his predictions for tech this year! 2023 was definitely all about ChatGPT and the rise of AI, and Steven has some opinions about what you can expect in 2024. 

If you’re not familiar with Stephen, he’s the founder and CEO of Provenance. After spending many years officiating weddings and coaching first-timers to do the same, it became painfully clear that the only resources out there for wedding officiants were generic Madlib templates, convoluted blog posts, and outdated scripts.

Today, Provenance has a suite of AI tools that has been helping thousands of couples, officiants, and guests design personalized and meaningful ceremony scripts, vows, and toasts for modern-day weddings.

With over a decade in the tech space, and now a tech founder himself, Steven was the perfect guest to have on this week to break down tech trends we need to watch out for!

It was an awesome episode and I’m excited for you to tune in and hear Steven’s predictions. 

#provenance #weddingplanning101 #weddingplanningsoftware #weddingindustry #weddingideas #candicecoppola #powerinpurposepodcast #aitools #weddingtrends #weddingpros
Did you read the timeline?🙄

One of the biggest problems wedding planners have to deal with is unprofessional colleagues. It’s one of the hardest parts of our job - and we don’t talk about it enough. 

I talked about this and more in my latest YouTube video! 

#weddingplannereducation #weddingplanning #weddingplanners #weddingpros #weddingvendor #weddingvendors #weddingpro #weddings #candicecoppola #plannersplaybook
Is your website built like a museum or an airport?

Engagement sales season is here, and I’m not gonna lie - your website probably needs a little refresh! 

But before you blow some dust off your homepage and start adding your most recent weddings, I’d love for you to listen to my conversation with @alexcollierdesign. She’s a Showit and Brand designer for wedding pros, and in this episode of The Power in Purpose Podcast, Alex shares how your website sets the tone for your client experience.

As a business coach for wedding pros, I know how obsessed you are with giving your couples and clients an amazing experience. You invest in software, templates, service providers, gifting experiences, and business coaches to help you make your client experience the best on the block.... but what about your website?

What role does it play in your overall client experience, and what does it tell a couple about what life will be like for them once they start working with you?

We chat about all this and more - in today’s episode!

#thepowerinpurposepodcast #candicecoppola #showit #showitdesigner #weddingpros #weddingindustry #weddingwebsite #weddingpro #businesspodcast #weddingpodcast
I’m making today a decision day in my business. I do this when I’ve let a lot of decisions pile up to the point where it feels overwhelming to make ANY decision about anything. I feel super stuck on where to focus my energy right now because so many things are ‘hanging in the balance.’ Can you relate?!

So, today is a decision day - and I’m working on laying out my calendar, figuring out my marketing strategy for the year, deciding on new products, launches, roadmaps, and lots of other things.

If you ever find yourself stalled and stuck because you’ve ignored making decisions about big and small things - consider having a decision day in your business, too!

PS - would you like to see more reels and videos like this from me on IG? I’d love to know if you found this helpful! #candicecoppola #honeybook #weddingpro #weddingindustry #businessowner #businessstrategy #decisionmaking #weddingplannereducation

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I believe entrepreneurs who lead with their purpose are more successful, less likely to burn out, and deeply connected to why they do what they do. 

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