Entrepreneurship Motivation

The Top 10 Mistakes Wedding Vendors Make—And What to Do Instead

By Lora Sickora

No one gets into wedding business aiming to make business mistakes, but the truth is that they happen to even the most seasoned pros. From pricing missteps to missed follow-ups, these business mistakes can prevent you from attracting your ideal clients and booking more weddings.

But here’s the good news: Every mistake is an opportunity to improve. And with the right guidance, you can turn those missteps into wins.

To help you avoid common pitfalls, here are 10 of the most frequent mistakes wedding vendors make—plus clear, actionable advice on what to do instead. Whether you’re a new vendor just starting out or a seasoned pro looking to level up, these insights will help you make more informed decisions for your business and appeal to your ideal couples.

10 common business mistakes to avoid

Let’s dive into the 10 most common business mistakes wedding vendors make—and how you can avoid them.

1. Not fully completing your Storefronts

Why it’s a mistake:

Your Storefronts on The Knot and WeddingWire are one of the first places couples go to learn about you. If they’re incomplete or missing essential information (like your bio, photos or reviews), couples are more likely to move on to another vendor with a stronger presence.

What to do instead:

• Fill out every section of your Storefronts. Your bio, pricing, photos and contact info should all be completed and clear.
• Showcase reviews and awards. WeddingPro badges like “Best of Weddings” or “Couples’ Choice Awards®” build credibility.
• Keep it fresh. Update photos regularly, especially if you have seasonal trends, new services or recent awards to highlight.

2. Setting unclear or unrealistic pricing expectations

Why it’s a mistake:

If your pricing is unclear or hard to find, you could lose leads before they even reach out. Couples want to know what to expect—and when they don’t, it creates doubt.

What to do instead:

• Use “starting at” prices. This gives couples a general idea of your rates while allowing for flexibility.
• Break down what’s included. Highlight the key elements of your packages, like hours of coverage or specific deliverables.
• Avoid bait-and-switch tactics. Be consistent with what’s listed on your Storefronts and discussed in consultations.

Pro tip: Check out our email templates for tough pricing questions to learn how to frame pricing discussions with confidence.

3. Ignoring the power of reviews

Why it’s a mistake:

Reviews are one of the most influential factors couples consider when booking vendors. If you don’t actively ask for reviews, you miss out on the social proof that could lead to more inquiries.

What to do instead:

• Ask for reviews after the wedding. Timing matters. Send a follow-up email 1-3 days after the event when excitement is still high.
• Make it simple. Include a link to your review page in your follow-up email so couples can easily leave feedback.
• Respond to reviews. Engaging with feedback shows professionalism and can even turn neutral reviews into glowing testimonials.

4. Using low-quality or outdated photos

Why it’s a mistake:

Your photos are one of the most important elements of your Storefronts. If they’re blurry, outdated or irrelevant, couples may leave your page without taking action.

What to do instead:

• Upload high-resolution images. Crisp, clear photos make your Storefronts look professional.
• Prioritize variety. Show a range of styles, seasons and settings to appeal to a broader audience.
• Update photos regularly. Keep your Storefronts fresh by showcasing your most recent work.

Pro tip: Check out our top tips for maximizing your Storefronts for engagement season, including best practices for displaying your photos.

5. Failing to follow up with leads quickly

Why it’s a mistake:

Couples expect quick responses. If they don’t hear back from you, they may book another vendor.

What to do instead:

• Use email templates. Pre-written responses save time and ensure a fast reply.
• Set up email auto-replies. Let couples know you received their inquiry and when they can expect to hear back.
• Follow up on leads. If a couple doesn’t reply, follow up after a few days with a friendly message.

6. Missing a clear call-to-action (CTA)

Why it’s a mistake:

If couples don’t know the next step to take, they’re more likely to leave your Storefronts without inquiring.

What to do instead:

• Use clear, action-oriented CTAs. Phrases like “Ask about our availability” or “Schedule a call” tell couples exactly what to do next.
• Place CTAs in multiple locations. Include them in your bio, at the top of your Storefronts and in service descriptions.
• Avoid vague CTAs. Phrases like “Learn more” are less effective than action-based ones.

Pro tip: Use verbs like “schedule,” “check” or “book” to inspire immediate action.

7. Blending in instead of standing out

Why it’s a mistake:

If your bio and brand look like every other vendor, couples won’t remember you.

What to do instead:

• Showcase your unique approach. Write your bio in a way that highlights what makes you different (your values, process or style).
• Ditch clichés. Avoid phrases like “we’re passionate about weddings” in favor of specific, authentic details.
• Use your authentic brand voice. Write like you speak to make your bio more relatable.

Pro tip: Learn how to craft a standout bio with our guide on how to write a bio for your business.

8. Not setting clear business goals

Why it’s a mistake:

Without clear goals, it’s hard to measure success or make improvements.

What to do instead:

• Set measurable goals. Focus on metrics like Storefront views, leads and inquiries.
• Track progress regularly. Use data to understand what’s working and make adjustments.
• Plan quarterly check-ins. Revisit your goals every few months to stay on track.

9. Not leveraging WeddingPro Insights to track your Storefront health

Why it’s a mistake:

If you aren’t using WeddingPro Insights to track the performance of your Storefronts, you’re missing an opportunity to see how well your profile is working for you. Without access to this data, it’s harder to understand what’s driving inquiries and where improvements are needed.

What to do instead:

• Check your WeddingPro Insights regularly. Track key metrics like profile views, click-through rates and inquiries.
• Use data to inform decisions. If your inquiry rate is low, it might be time to update your photos, bio or reviews.
• Set goals based on data. Look for trends and set clear goals, like “increase inquiries by 10% next quarter.”

Pro Tip: WeddingPro Insights shows you what’s working on your Storefront—and where you have room for improvement. Use these metrics to stay ahead in your market.

10. Not setting clear business goals

Why it’s a mistake:

Without clear business goals, it’s hard to prioritize tasks, measure success or make strategic decisions. While tracking metrics is essential, having goals tied to specific outcomes (like increasing inquiries or booking higher-value clients) gives you direction and focus. Without goals, you’re reacting instead of being proactive.

What to do instead:

• Set SMART goals. Focus on Specific, Measurable, Achievable, Relevant and Time-bound goals. For example, “Increase inquiries by 15% in Q1” is a clear, actionable goal.
• Break down big goals into smaller actions. For example, “increase bookings” might include sub-goals like updating your Storefront bio, improving photo quality and requesting more client reviews.
• Track your progress and celebrate wins. Use WeddingPro Insights to see how you’re doing, but also check off smaller wins (like publishing a review) that contribute to bigger goals.

Your next step

Mistakes happen, but knowing how to fix them can change the course of your business. Use the tips in this guide to complete your Storefronts, attract stronger leads and secure stronger bookings.

Every improvement you make helps you stand out, convert more couples and build the kind of business you’ve always envisioned.

Photography by: ColorJoy Stock