Your target market is talking. Do you know what they are asking for? I do. They are asking for information. Are you giving it to them? At the last bride’s panel one of the questions concerned websites and what brides wanted to see. An online portfolio was nice. So was a blurb about your experience and credentials. But what they wanted and weren’t finding was answers.
Brides tell me that they put together a list of vendors in a specific category by asking friends and relatives. They look through local wedding magazines and attend bridal.shows. This is where you first hit their radar. But once you make the big list, how do you survive the cut to the short list? At this point it is all about your website.
They will sit at the computer, either at work or in the late evening, and go to website after website. The ones that answer their questions get a second look. Do you offer what they are looking for, such as fondant on a cake or two cameras for a ceremony? Do you carry a certain line of gown or invitation or what ever it is that they are looking for? Are you available for their date? Can they afford you? If you answered the questions, then you get a call. Remember, today’s bride has been on the Internet since the 1st grade. Researching a product or service online is an everyday part of life.
One of the big things brides want, but are not finding on many websites is pricing.
That’s a tricky one for most of us. I know it was for me. Everything I did was a custom design. There were a million variables. How do you put a hard price on that?
All brides really want to know at this point is if you are in their price range. They don’t want to fall in love with your work or waste their time on a meeting if they can’t afford you. And you don’t want them to waste your time either. Do you really want to spend an hour with a couple only to find out that their entire wedding budget is in the neighborhood of your lowest package?
Like me, you may not be able to put a hard and fast price on your website. But if your don’t put some indication of a range of your prices, many brides will see the beautiful images of the best you have to offer, and write you off as too expensive. So give them some info. Give them an idea of where your pricing starts and how it works. If you normally include a few freebies in your deals, shout it from the rooftops. The more information they can access from their desktop, the happier today’s bride is.
Think about this when you do the annual review of your website. (You do that, don’t you?) Oh and if you need help, just call.
I promise, it will boost the conversion rate of qualified brides. Better hits, fewer misses. And isn’t that why you have a website?
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