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The Secret to Stronger Leads? Give Couples What They’re Looking for on Your Storefronts

By Lora Sickora

If you’re looking to get stronger leads and book more couples for your wedding business, optimizing your Storefronts on The Knot and WeddingWire through your WeddingPro account is one of the most effective steps you can take. 

Here’s why: From pricing to examples of your work to reviews from satisfied couples, your Storefronts feature all the info that couples deem as “must-have” when making their decisions on which pros to contact.

For example, did you know that 77% of couples identified price as the most important factor when deciding which wedding vendors to contact? This is just one of the many insights that show why presenting key information like this on your Storefronts is essential. 

Remember, in a competitive market, standing out is crucial, and your Storefronts are often the first impression you make on your potential clients. By aligning your Storefronts with what couples are searching for, you can increase your chances of connecting with the right clients who are ready to book your services.

So, let’s take a closer look at how your Storefronts work hard for you and the key elements couples are looking for when visiting them so you know exactly what—and how—to get the most out of them.

Why your Storefronts matter

Your Storefront is more than just a profile—it’s a powerful tool designed to connect you with potential clients.

When couples are searching for wedding vendors, they’re not just looking for any pro; they’re looking for that perfect fit. And according to data from a recent poll we conducted here at WeddingPro, the top three features that couples prioritize when choosing vendors are:

• Price (77%)
• Photos/examples of work (64%)
• Reviews (62%)

These numbers highlight the importance of having optimized Storefronts that address these key priorities. A well-organized and fully optimized Storefront not only attracts the right couples for your wedding business but also positions you as a pro who understands and meets the specific needs of couples.

For instance, consider how a photographer might showcase a variety of wedding styles in their portfolio to appeal to different types of couples. When that photographer also includes their pricing and ample rave reviews, they are far more likely to get stronger leads than a photographer who has only one or two reviews and little-to-no info on pricing.

By ensuring that your Storefronts showcase the information that matters most to couples, you can attract stronger leads who are more likely to convert into bookings. It’s the easiest and most effective way to get the right wedding clients and grow your business.

7 key elements to include in your Storefronts

To help you optimize your Storefronts and attract the strongest leads, we’ve identified seven key elements that couples look for when choosing a pro. By focusing on these areas, you can ensure that your Storefronts stand out and meet the needs of your potential clients.

1. Transparent pricing information

As you now know, when it comes to choosing which pros to contact, price is the top consideration for couples, with 77% prioritizing price when making their decision. 

To attract the right couples, it’s crucial to present your pricing information in a clear, transparent way. Transparency builds trust, and by being upfront about your pricing, you filter out clients who may not be a good fit, saving time for both you and couples searching for their ideal pros.

With WeddingPro Pricing, you can easily add your low-end pricing, what couples usually spend, and even FAQs about your pricing. 

Depending on your business model, you may want to consider offering pricing packages that cater to different budgets while leaving room for customization. This not only helps manage client expectations but also positions you as a trustworthy and upfront pro. Additionally, addressing common pricing objections in your FAQs can preemptively answer potential clients’ questions, making them more comfortable reaching out.

Pro tip: Give couples the info they want most. Update your pricing info.

2. High-quality photos and videos

Visuals are a powerful tool in capturing the attention of couples because it helps them envision what you can do for their own wedding. 

According to our recent poll, 64% of couples stated that photos and other examples of work was the most important factor when choosing which pro to contact—and 93% revealed it’s among of their top factors when making final decisions on who to book. To make the most of this, make sure that your Storefronts feature high-quality images and videos that showcase your best work.

When selecting your photos, aim for a variety of shots that highlight different aspects of your services, including wide shots that capture the ambiance and close-ups that feature more detail. 

As part of your content strategy, remember to update your photos or videos regularly to reflect the latest trends (we recommend doing this seasonally) and ensure they’re in line with the styles your ideal couples are looking for. Professional photography can make a significant difference, but don’t underestimate the power of well-curated, authentic images that tell the story of your style and work. 

Pro tip: Show couples just how skilled you are. Feature your best photos and videos today.

3. Authentic client reviews

Reviews are a critical component of your Storefronts, with 90% of couples sharing they read reviews to help them select vendors for their wedding and 62% considering them the most important factor in their decision-making process. 

Authentic, detailed reviews help build trust and give couples insight into what it’s like to work with you. Encourage your satisfied clients to leave thoughtful reviews that speak to your strengths, whether it’s your responsiveness, professionalism, or the quality of your services.

To get the best reviews, ask clients specific questions that prompt detailed responses. For example, instead of just asking for a general review, you could ask more specific questions, such as, “How did our service meet or exceed your expectations?” or “What aspect of our service made the biggest difference on your wedding day?” 

Timing also matters, so consider sending a review request shortly after the event while the experience is still fresh in their minds. And don’t forget to respond to reviews, both positive and negative, to show that you value feedback and are committed to your couples’ satisfaction. Your future potential clients will notice how engaged you are.

Pro tip: Let couples know what they can expect when they hire you. Easily request reviews from your previous and existing clients through WeddingPro.

4. Detailed service descriptions

When it comes to service descriptions, it’s important to understand that they play a crucial role in complementing other key factors like pricing and photos. A well-detailed service description ensures that couples understand exactly what you offer and how it meets their needs. This section should clearly outline your services, packages, and any unique features that set you apart.

Use descriptive language that appeals to the emotions and needs of your target audience. For example, instead of simply stating “wedding photography” in your About section, you might describe it as “capturing timeless moments with a blend of artistic flair and candid realism.” 

Likewise, include keywords that couples might be searching for, such as “destination weddings” or “eco-friendly services,” to increase your visibility. Regularly update your descriptions and details to reflect any changes in your offerings or new trends in the industry. And remember that mentioning your location can help couples determine if you’re a convenient option for their wedding, especially since it was an important factor for 44% of the couples we polled.

Pro tip: Include timely and detailed elements in the About section of your Storefronts to appeal to your ideal couples prior to engagement season. Update these sections today.

5. Your Unique Selling Proposition (USP)

Every wedding business is different and brings something special to the table. So, ask yourself: What makes your services unique? Once you have your answer, you have your Unique Selling Proposition (USP). 

A strong USP can be the differentiating factor that tips the scales in your favor when couples are making their decisions on who to contact. Whether it’s your experience, a special skill set, or a signature style, your USP should be prominently featured in your About section and reinforced in the Details, Reviews, and FAQs sections of your Storefronts.

The data from our poll revealed that 54% of couples value vendor personality and 58% prioritize responsiveness, so be sure to highlight these aspects as part of your USP. This not only makes you more relatable but also shows couples that you’re attentive and easy to work with.

Pro tip: Having trouble coming up with your USP? Gather feedback from past clients to understand what they valued most about your services, and use this information to shape your USP and make sure it’s visible throughout your Storefronts. 

6. Contact information and social media links

Including your contact information and social media links on your Storefronts is a great way to enhance your credibility and make your business feel more legitimate and accessible to couples. Here’s why: Couples are more likely to reach out and connect with you if they can easily find your contact details and explore your social media presence.

Make sure this information is displayed in your contact section to increase both your engagement and bookings. Additionally, active social media accounts that showcase your latest work and client interactions can serve as an extension of your Storefronts, providing potential clients with even more opportunities to engage with your brand. So, consider linking to Instagram and/or Facebook to give couples even more insight into your work.

Pro tip: Make sure to include your phone number and a link to your website in the Contact section of your Storefronts so couples have multiple ways to contact you based on their preferences. Quickly and easily update your contact information.

7. Availability

Finally, knowing your availability can significantly influence a couple’s decision to contact you. Our poll revealed that 58% of couples consider vendor availability to be the most important factor in determining which pros to contact. Additionally, vendor responsiveness was a critical factor for 54%. 

By displaying your availability directly on your Storefront, you can attract serious inquiries while also meeting couples’ expectations for quick and effective responses.

Also, listing your availability helps reduce the back-and-forth of date inquiries and streamlines the booking process, making it easier for couples to decide to book with you. If you have limited availability, consider offering a waitlist option or highlighting the benefits of booking early. This not only showcases your professionalism but also creates a sense of urgency, encouraging couples to secure your services sooner.

Pro tip: Share your availability today so couples know they can expect a quick response when they reach out. 

How to update your Storefronts to attract more leads

Now that you know what couples are looking for, it’s time to update your Storefronts with these key elements. WeddingPro makes it easy with a Storefront Setup Tracker that takes the guesswork out of the process, making it quick and easy to optimize your Storefronts. It also guides you to give couples the info they need to make meaningful connections with the right pros for them (thereby reducing your odds of getting ghosted by leads—a true win-win!). 

By keeping your Storefront complete and well-organized, you’ll increase your chances of attracting more quality leads that turn into bookings for your wedding business.

To get started, focus on the areas where couples place the most importance—price, photos, and reviews. Use the data we’ve discussed—77% of couples prioritize price, 64% prioritize photos, and 60% prioritize reviews—as benchmarks for what to focus on in your updates. And if you’re already underway, the Storefront Setup Tracker will show you what elements are remaining to update.

Once you’ve optimized your Storefronts, regularly check their performance through the WeddingPro Insights tool, which can help you track how your updates are performing, from reaching more couples to increasing inquiries and bookings. 

Optimize your Storefront today

Optimizing your WeddingPro Storefronts is one of the most effective ways to attract stronger leads and book more couples. By aligning your Storefronts with what couples are looking for—transparent pricing, high-quality photos, authentic reviews and more—you’ll set yourself up for success. 

But remember, don’t wait; take action today and start updating your Storefronts to get the leads you’ve been waiting for and the best ROI for your wedding business. 

And once you’ve optimized your Storefronts, remember to use the WeddingPro Insights tool to track how your updates are performing and tweak your Storefronts as needed to get the results you want. Start today and watch your business grow!

Photography by Nikki Daskalakis