Are You Trying To Marry Your Potential Customers Before The First Date? [Day 29: 30 DBWB]

30 Days To A Better Wedding Business, Marketing, Website

[This post is an excerpt from the 30 Days To A Better Wedding Business Workbook]

Let me ask you this: What path are visitors expected to take when they land on your site? Most people haven’t thought about this but it can be the difference between someone getting in contact with you or just leaving your site. Most wedding pros give the following options to their visitors:

  • About
  • Services
  • Photos
  • Blog (maybe)
  • Contact

When someone visits your website while they are researching their options, they will most likely view these pages and then leave because they aren’t ready to contact you to have a sales conversation. Just to give you an idea of how much people really do research, here is a statistic from Splendid Insights:

“Even affluent millennials comparison shop. Research is a way of life for this generation, it’s not a trust issue. They research everything and read an average of 13.9 reviews before making a purchase. Getting published on blogs helps give millennials more places to look when researching. This counts towards that 13.9.”

The infographic below from Wedding Paper Divas illustrates the point further.

infographicresearch

Let’s do the math:

A 13 month engagement with even just 1 hour of research per week = 52 hours of research

If people are researching this much, a website that just asks them to call and have a sales conversation isn’t going to work. Even if they love your work, after 52 hours of research they aren’t going to remember you.

So what’s a wedding pro to do?

Get to know your customer and think about why they are visiting your site. If they want advice, be the person to give them that advice! They will remember this when it comes time to make a purchase.
An interesting & very important tidbit about millenials: “Millennials are also known as “the learning generation” and will soon be the most educated generation alive.” -Spendid Insights So we know for a fact that the majority of your customers are researching A LOT before making a purchasing decision. They are big on learning and want to understand things before they proceed to make a purchase. What are you doing to satisfy their need for information?
Examine your own site and figure out what you are asking people to do. Are you trying to marry them before you even take them on a first date? The “know, like, trust” principle is key in marketing. People don’t do business with people until they feel like they can know, like & trust them. What can you offer them to help them get to know, like and trust you BEFORE you ask them to call to book you?

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