How to Get the Reviews You Need to Win the Awards You Want
Reviews and awards are powerful tools for attracting your dream clients. In fact, over 60% of couples rely on reviews when deciding which vendors to contact—proof that the right reviews are essential to standing out in a crowded market.
Awards like The Knot Best of Weddings and WeddingWire Couples’ Choice AwardsⓇ add another layer of credibility and social proof, helping you win more bookings. But how can you use reviews and awards strategically to book more couples?
We’ll explore how strong reviews and prestigious awards boost credibility, attract better leads and grow your business. You’ll also find examples of review questions to ask your clients—plus insights from Walter McClellan, CEO of Toast Entertainment, who has earned numerous awards and over 1,000 reviews on his Storefront on The Knot!
How to optimize your reviews for maximum impact
Collecting reviews is important, but optimizing those reviews for real impact is where the magic happens. Here’s how to make sure your reviews are doing the heavy lifting for your business:
- Ask for detailed feedback. When requesting reviews, guide your clients to provide detailed feedback about their experience. By prompting your couples to reflect on the details of their experience with you, you’ll collect reviews that highlight exactly what couples are looking for. Walter believes “the more specific you can get them thinking, the better the review reads and the more it connects with future couples.”
- Showcase variety. Display reviews that touch on different aspects of your service—everything from the quality of your work to your flexibility with last-minute changes. This will appeal to a broader range of potential clients who are looking for vendors that match their specific needs.
- Keep them current. Ensure that the reviews you showcase on your Storefronts are recent. (We recommend adding a minimum of 7 new reviews each year.) Couples want to know that you’re still delivering great service today.
12 questions to ask for reviews that showcase your services
Now that you know how impactful reviews can be for your business, find out how to get stellar reviews that make your business stand out. The biggest benefit of having these kinds of reviews on your Storefront? According to Walter, it’s “social proof.”
“Couples trust other couples more than they trust our marketing. A wall of 5-star reviews removes so much hesitation and makes the decision to book us way easier.”
The questions below are designed to guide your couples to share their full experience with you—from the planning process to the wedding day and beyond.
1. What was the most memorable part of working with me?
Start by asking your couples to reflect on their overall experience. This question encourages them to focus on a standout moment earlier in the process, setting the tone for a positive, memorable review. It also helps future clients get a sense of what it’s like to work with you from the moment they book you.
2. How did we collaborate to bring your vision to life?
Couples want to know that you’re listening to their needs and working with them to create their dream day. By asking this question, you’re prompting couples to highlight how you were able to take their ideas and turn them into reality, which can be a huge selling point for your future clients.
3. What part of my service made the biggest difference for you on your wedding day?
This question focuses on the practical impact of your services. Whether it was your ability to keep things running smoothly or how you helped reduce stress, this question encourages couples to share what made your role so valuable on their big day.
4. How did I help make your wedding day unique to you and your partner?
Personalization is one of the most important factors to couples when it comes to their weddings. Ask your couples to explain how you made their day feel special and tailored to their unique style and story. This helps show future clients that you can deliver that personalized experience they want.
5. How would you describe my communication throughout the planning process?
One of the most important qualities couples look for in a vendor is clear, consistent communication. This question gives couples the opportunity to highlight your responsiveness, organizational skills and how well you kept them informed throughout the entire process.
6. Was there anything unexpected that I helped solve on your wedding day?
Weddings rarely go off without a hitch, and this question helps show how you handled any unexpected challenges. Problem-solving is a key quality that future clients will appreciate, so let your couples highlight how you stepped up in a moment of need.
7. What would you tell another couple who’s considering hiring me for their wedding?
A direct recommendation is one of the most powerful endorsements a couple can provide. This question prompts them to speak directly to future clients, giving you a personal testimonial that can help seal the deal.
8. What moment during the wedding day stands out most when you think about working with me?
Encourage couples to recall a specific moment from the wedding day that showcases your involvement. Whether it was a fun, heartfelt or practical moment, this question helps capture the emotions and memories you helped create.
9. What would you say was the biggest benefit of working with me?
This question helps the couple summarize their experience by focusing on the biggest takeaway or benefit they received from working with you. This type of feedback is invaluable for helping future clients understand the true value of your services.
10. How did my services compare to your expectations?
Give your couples the chance to explain how you met or exceeded their expectations. Whether you delivered more than they expected or handled something particularly well, this feedback reinforces the value of your service.
11. What did your family and closest friends think about my work?
Social proof can be a huge factor in influencing future clients to reach out to you. Asking your couples to share what their family and friends thought of your services adds another layer of validation to the review.
12. How did your wedding party respond to the services I provided?
The wedding party’s reactions can say a lot about your ability to create an unforgettable experience for you and those closest to you on the big day. Asking this question allows couples to share how their wedding party responded to your work, providing additional social proof for future clients. For example, how did the wedding party feel about working with vendors such as makeup artists and photographers on the day?
Pro tip: Walter offered a bonus question of: “What’s one thing we did that made you think, ‘I’m so glad we hired them?” to get couples thinking about how much you truly impacted their day.
How to use these questions to get more meaningful reviews
Timing and approach matter when asking for reviews. The best time to request a review is when the wedding is still fresh in the couple’s mind—usually within a few weeks after the event. Make your request personal and genuine, and let them know how much their feedback means to you.
Walter and his team usually follow up quickly after the event for feedback. Some reviews can come organically, but he recommends being proactive about gathering reviews to keep them consistently coming in.
Here’s how to make the most of these questions:
- Along with a thank-you note, send them when you request reviews through your Storefronts after the wedding.
- Personalize the questions to match the couple’s unique experience. By asking tailored questions, Walter pointed out that “you get details, stories, and sometimes even things you didn’t realize made such a big impact.”
- Encourage them to share specific moments and details that future couples will find valuable.
Make reviews a part of your workflow
By guiding your couples through these 12 questions, you’ll get detailed, thoughtful reviews that highlight the best aspects of your service. Start incorporating these questions into your review requests today, and watch how they help you stand out in a competitive market, win awards, and grow your wedding business. When we asked what advice Walter would give a vendor hoping to gather reviews and hopefully awards, he said:
- Ensure reviews are top of mind: “Make it a part of your process, not an afterthought.”
- Communicate how impactful reviews are: “Have the conversation with your couple before the wedding that you’ll be asking for a review.”
- Make it easy for the couple: “Follow up after the wedding with a direct link [to our reviews], and give them a couple of prompts so they know what to write about.
- Consistency is key: “The more reviews you collect, the more momentum you’ll have toward awards—and awards are just another form of social proof that feeds the booking machine.”
For more tips on winning awards and standing out, read The Ultimate Guide to Winning The Knot and WeddingWire Awards: Tips From Past Winners next.
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