Reviews Storefront

What Couples Look for in Reviews on The Knot and WeddingWire

By Lora Sickora

As a wedding pro, reviews are one of the most powerful marketing tools you can have. With 62% of couples relying on reviews when choosing their wedding vendors, it’s clear that how past clients rate you can make or break your chances of getting booked. 

But it’s not just about having reviews; it’s about having the right reviews—the kind that resonate with your ideal couples and showcase both your expertise and your special touch.

So, what exactly are couples looking for when they scroll through your reviews on The Knot and WeddingWire? In this article, we’re diving into the key elements that couples look for most in reviews and providing actionable tips on how to optimize your reviews to attract the clients you want most.

Why reviews matter more now than ever

Reviews are more than just a nice sentiment—they’re critical for building credibility and providing social proof for just how great your business really is. When couples see others’ positive experiences with your services, it reinforces your reliability and helps them trust you more. 

While it’s clear that reviews influence couples’ decisions on who to contact, it’s important to be aware that not all reviews are created equal. The ones that stand out highlight specific aspects of your service that speak directly to what couples care about most. And it’s these reviews that help you land the clients of your dreams.

Additionally, winning awards like The Knot Best of Weddings or WeddingWire Couples’ Choice Awards^® provides even more power to your reviews. Vendors who win these awards not only tend to receive more inquiries but also report experiencing a boost in credibility, thanks to the quality of reviews that helped them win.

What couples look for in reviews

So, what exactly are couples valuing most when reading reviews? While general praise is always nice, the real power lies in posting detailed reviews that provide specific examples of your work. 

Let’s break down the four key elements that couples prioritize when deciding whether to contact you.

1. Service quality

When it comes to selecting a wedding vendor, service quality is front of mind. Couples want to know that you’ll not only meet but truly exceed their expectations. That’s why the best reviews are the ones that highlight your punctuality, professionalism and expertise. 

Detailed feedback about how you handled specific aspects of the wedding day—whether it’s how smoothly you managed timelines or how you dealt with unexpected challenges—helps couples envision what it will be like to have you as their vendor and gives them confidence in your ability to deliver.

Example: “We hired Sarah for our wedding photography, and she was incredible! Not only was she on time and professional, but she also helped us stay calm when things ran behind schedule. When we received our photos, we were blown away—she captured every special moment perfectly.”

2. Personal connection

Weddings are emotional events, and couples want to feel that they’re more than just another client to you. This is where reviews come in as powerful marketing tools. By emphasizing a personal connection—whether it’s how you made them feel comfortable or how you went above and beyond—reviews can help to create a stronger emotional response in future clients. 

Highlighting the emotional impact of your service shows couples that you genuinely care about their experience and helps them feel confident in their decision to hire you.

Example: “When we hired Jenna to plan our wedding, we felt like we were working with a close friend. She was with us every step of the way and made us feel so at ease on the big day. Jenna even brought me my favorite coffee when I was stressed out the morning of the wedding!”

3. Uniqueness

Couples are always looking for something special—something that will make their wedding stand out. So, whether it’s your creative approach to design or your ability to customize services to fit their unique vision, reviews that emphasize your unique qualities help you to stand out in your market. 

Showcasing your distinct style or the unique services you offer is a great way to catch the attention of couples who are looking for something more specific.

Example: “Emily’s creativity was incredible! When we set out to find a florist, we knew we wanted a non-traditional, wildflower theme. She took our vague ideas and turned them into a floral masterpiece that was unlike anything we’d ever seen!”

4. Detailed feedback

While short and sweet reviews are always great to have, couples prefer detailed feedback that gives them a full picture of what it’s like to work with you. Specific details, whether they’re about how you communicated, how flexible you were with changes or how you handled specific requests, provide couples with a clear understanding of how you’ll interact with them as they plan the most important days of their lives. 

In short, when it comes to reviews, the more detail, the better.

Example: “We hired Daniel as our DJ, and he was so flexible! We had a lot of last-minute changes to our music list, and he handled them flawlessly. He also read the crowd perfectly and kept the dance floor packed all night.”

How to encourage couples to write meaningful reviews

Getting high-quality reviews starts with knowing how to ask for them—and timing is everything. 

Make sure to reach out to your clients for reviews when the excitement of the wedding is still fresh in their minds. To guide couples in writing meaningful reviews, consider providing them with a list of questions that help highlight the specific aspects of your service that you want to showcase. For example, ask them to reflect on their favorite moment of the day or how you exceeded their expectations. The more direction you can provide, the better the review will be.

How reviews help you win awards

Reviews aren’t just essential for attracting new clients—they’re also crucial for winning awards. If you want to win The Knot Best of Weddings or WeddingWire Couples’ Choice Awards^®, your reviews need to be both high in volume and high in quality. 

Specifically, to qualify, you’ll need to collect a minimum of 7 reviews in 2024 with an average rating of 4.5+ across these reviews.*

Keep in mind that these awards are based on client feedback, so the more detailed, positive reviews you have, the better your chances of winning. And winning awards not only boosts your credibility but also increases your visibility, attracting even more clients who are looking for the best vendors in the industry.

By making reviews a priority, you’ll soon see how they can be the key to driving more bookings and building a stronger reputation now and for years to come.

*Additional terms may apply. Visit the Help Centers on The Knot and WeddingWire to learn more.

Photo credit: Nikki Daskalakis