how to improve website conversion for your wedding business
Guest blog: Jasmine, Cupid Copy.
Hey, sunshine! Today we’re welcoming Jasmine of Cupid Copy, who writes website copy for wedding creatives - the kind that’s SEO optimised and designed to sell. Jasmine and I have talked a LOT in the DMs about the link between blogging (i.e. the bit that gets the right people to your website) and website conversion (keeping people on your site and guiding them to the sale), so we’ve teamed up to help you understand the link. With Jasmine’s expert help, we’ll cover how to improve your website conversion for your wedding business, including:
The top 2 conversion-hurting mistakes DIY copywriters make
Which part of your website you should perfect first
How to get great copy that converts even if you don’t want to outsource to a copywriter
How the content of your blogs can boost your conversion rates
Why is your copy so important to improve website conversion?
Jasmine views your copy as your sales conversation - your opportunity to speak directly to your ideal client and sell them on your offer (in a considerate and non-icky way). The stage is yours to share about yourself and why you’re qualified for what your client needs, connect with them to nurture a relationship, and talk up your offers and the transformation you provide.
She also acknowledges that doing this isn’t always easy - writing about yourself and your own business is hard, and you can get lost in the task which results in a less than inspiring sales conversation. You might end up with copy that doesn’t have a clear message, making it difficult for your ideal client to understand and connect with you, decreasing the trust that is so essential for sales. Equally, you might end up with a tone of voice that’s far from who you actually are. So, when they land on that discovery call with you, you don’t feel familiar and trustworthy (they’re thinking, this isn’t the girl whose website I read—is it??).
Your copy will make or break your client journey and sales process!
The top 2 conversion-hurting mistakes DIY copywriters make
I asked Jasmine what the most common things are that DIY copywriters do to hurt their conversion rates. Here’s what she said:
1: Structure
Sales structure is often overlooked. Instead, business owners tend to spread chunks of text over their website with no consideration of the buyer journey, i.e. what your ideal client needs to know and when they need to know it to move them forward towards making their final purchasing decision.
2: Not enough copy
This means they’re not providing enough information for their ideal client to feel empowered to book their services. Lots of DIY websites will focus on “What do I want to say?” and write this (think: short LinkedIn-esque bios) and overlook “What is my ideal client wondering/thinking/asking?” that I can provide answers to, removing any hurdles that stand in the way of conversion.
3 (bonus!): Unclear home page
But the most common mistake I see happens on the first page. Someone lands on your website and your benefit statement and Home Page header don’t make it clear what you do, who you serve, and the transformation you provide. Your client is going tab-to-tab looking for this information to confirm whether you can help them or not. If it’s not immediately obvious, they’ll quickly hop tabs and forget your website.
Which order should you develop your website in?
Branding, website design, good sales copy, blogs…there’s a lot to think about, so what’s the best order to get these things sorted? Jasmine and I are in agreement on this one (luckily!), so here’s what we think:
stage 1: copy
Your copy is your sales conversation, so it dictates your design. Your design is there to catch your ideal client’s attention and guide them through your copy in an enjoyable and user-friendly way. It’s also worth noting that most website designers won’t design your site without your copy!
It’s also your SEO strategy foundation, so it needs to include your keywords and have enough text for Google to see you as a helpful resource for its users.
stage 2: design
Next up, your or your website designer can focus on how the website looks.
Stage 3: blogs
If you want to continue to build on your SEO strategy and improve your Google rankings over time, attracting your dream clients to your site, you need to start blogging - consistently!
Following these 3 stages gives you the best website foundation and ongoing strategy to attract and convert your ideal clients behind the scenes, while you focus on serving and scaling.
Ready for the blogging stage of improving your website conversion? Browse my SEO blog writing services.
Can you write your own copy that helps improve website conversion?
As professional writers, of course we naturally believe you’ll always get the best results working with an expert blog writer or website copywriter. BUT we also know it isn’t always possible for newer business owners or those on a budget. Structure, strategy, and copywriting techniques are often second nature to them, and so they’re able to write a website that seamlessly guides your audience through the sales process while ensuring it's SEO-optimized and true to you. However, this doesn’t mean you can’t write great copy or access different forms of copywriting support! It just means you’ll have to put the work in and dedicate time to crafting your copy.
This might look like working from a pre-written template and using a copywriting guide (great for confident writers with a critical eye), or investing in an audit from a copywriter to uncover blindspots and give you actionable editing advice. Jasmine compares this to securing a leaky bucket so no leads slip through the cracks!
Luckily, as well as full done-for-you copywriting services, Jasmine has a couple of offers you might like:
Cupid’s Copy Companion is a DIY template, which I have personally used - it’s an amazing, thorough resource that guides you through writing every page of your website. 10/10 recommend!
Cupid’s Chemistry Check is Jasmine’s audit service, for fixing that leaky bucket we talked about.
Discover Cupid Copy Services.
Whether we’re talking about writing blogs or writing your website, it’s definitely possible to do it yourself - you’ll just spend a lot more time researching and piecing things together without expert guidance. It’s why we’ve both developed support services alongside our done-for-you, fully outsourced offers.
how your blogs can improve your website conversion
I could wax lyrical on this one, but I asked Jasmine for her thoughts on this too - did you know she also used to write blogs!? Once you’ve got someone to your website and engrossed in a blog, there are a few tricks and tactics to get them to stick around and find out more:
Structure your blog well to make the information easy to scan and digest
Link throughout your blog to other relevant blogs and service pages, keeping people around longer
If you’re talking about a desired transformation, keep mentioning and positioning your offer, product or service as the best way to get there!
Ready to improve website conversion for your wedding business? For great, salesworthy copy, contact Jasmine. For blogs that attract and convert, get in touch with me. Links below!