10 Reasons Your Blog Isn’t Booking You Wedding Clients – Yet

As a wedding professional, you can have a content marketing powerhouse in your blogs. 

They can help you attract ideal clients – as in, the ones you really want. (No offense to wrong-fit couples; they’ll find their person, too.) Having the couples you daydream about pursuing you doesn’t sound bad, does it? Strategic blog content can do that for you. 

Then, when they get to your site, your content can confirm that leads are in the right place. Yes, that’s the checklist they wanted, or, man, that’s advice they needed to hear, or, ooh, that centerpiece style perfectly inspires their vibe.

Your blog content can prove to couples that you can fulfill their hopes. Through your images as well as your storytelling and expertise-sharing, you can show your capability. You know what you’re talking about, you’ve over-delivered for couples before, and you’re ready to exceed expectations again.

A solid blog nurtures couples’ trust. You give the opportunity to engage with your content and get to know you. Let’s never forget how significant weddings are to couples. Choosing vendors is a big set of decisions with a lot of pressure to get it right. Make it easier for couples to trust you with their big day by letting them into your world.

Well-copywritten blogs also compel readers toward the next step. A loyal following is never the end goal; we want to lead couples all the way to booking you or making a purchase.

But it could be that your blog isn’t doing all those things right now. This is not the time to quit your business – or even quit blogging. It is time to evaluate. 

I’ve compiled a list of frequent struggles that keep blogs from crushing wedding vendors’ goals. The great news? They can all be fixed! Which means that those goals on your vision board can go right back on the table.

Reasons Your Wedding Business Blog Isn’t Bringing In Your Dream Couples

1. Your blog doesn’t exist yet.

That’ll do it, won’t it? It’s hard for ideas to work if they’re not, you know, working.

What’s holding you back?

Not sure what to say? It’s ironic from the outside looking in, because I can affirm that you have so much expertise to share!

Start here: 

• Advice you’ve given recently, 

• Questions couples always ask, 

• Projects you love tackling, 

• People and locations you love working with, 

• Things you wish couples understood… 

Have you filled a page yet?

If you don’t think of yourself as a writer, that’s okay. You don’t need to be. But please don’t let that stop you from sharing the value you have to offer. As a copywriter who values authenticity, I love to draw the content from inside you and share it in a way that sounds and feels like you.

Maybe you’re short on time. There’s not much arguing with how busy you are. You might be overwhelmed with trying SEO like you heard about on a podcast. Or maybe you have so many ideas that you have no idea where to start. 

I believe that the world is a better place when we’re each in a position to thrive and contribute as we’re uniquely suited. So you doing what you do best is a gift to us all. As a copywriter, I come in to support you with the strategic writing elements that you probably don’t have the time or training for. 

If you’re ready to just get started, don’t wait a minute longer. And if you want a hand, mine is here for you.

2. Your blog isn’t skimmable.

Yeah, it’s kind of a funny word. We skim for information all the time. We scan for the cook time on recipes. We look for the allergen-related ingredients on packages. We check mail to make sure we don’t have unpaid bills or jury summons.

Yet we read other things with careful intensity, like our child’s doctor’s report.

The fact is that we will have a variety of readers, too. Whether they’re here for every word of our article or want to cling to the high points, we can offer each reader value. 

You might have a skimmability problem if your paragraphs and sentences are super long, and there’s not much to draw attention to key ideas.

We can be reader-friendly by using:

Headings and subheadings – Help readers focus by showing big ideas.

Short paragraphs – Keep the content moving and easy to follow.

Mixed sentence lengths – Don’t overwhelm readers with long, confusing sentences.

Bold, italicized, and underlined text – Help readers catch your emphasis. 

We want to make it easy for readers to grasp what you’re saying and why it matters.

3. Your blog is too hard to read.

You might be too smart for your own good. At least when it comes to writing.

Writing at too high of a reading level will be taxing on your readers. It might even turn some away. (Microwave culture – we feel like we don’t have time to sort out complicated vocabulary and syntax. And folks who didn’t thrive in high school English get married, too, just saying.)

Programs like the Hemingway app (free!) can help you check your blog’s reading level. They can even help you find trouble spots so you can smooth them out. When you check your writing, shoot for a level somewhere between fourth and seventh grade. It’s approachable, but won’t feel like your baby niece’s board books. 

When your blog is easy to read, couples can focus on: 

• Your key insight, 

• Your smooth processes, 

• Your sincere client care, 

• Your drool-worthy services, and 

• The irresistible wedding experiences you create. 

That’s how you sell clients – not by impressing them with your vocabulary.

4. Your blog isn’t SEO-optimized.

An effective blog is supposed to bring ideal clients to you. Write the blog, and the couples will come. 

But that comes with a stipulation: you have to position it to be found. 

Enter SEO. We want to make it where, when couples search for something up your wedding vendor alley, they find you. To make that happen, you need to…

First, choose keywords to target – what leads would type in the search bar to find their solution.

Second, include those keywords in your title, subheadings, body text, SEO descriptions, and image meta-descriptions. 

I advocate for ethical SEO. Content needs to remain reader-friendly, valuable, and for the stated purpose. This works out better in the long run, anyway, as algorithms may change.

And, full disclosure, effective SEO is a whole research and strategy process. If you’re between giving up and asking for help, please ask for help. We can make this happen for you.

5. Your blog doesn’t show what you want more of.

This is a critical strategy piece. You can blog about anything you want, but not everything will bring the results you want.

If you want dream clients, create content for them. 

Don’t share about your:

• most recent work, 

• most common work, 

• most celebrated work, or 

• random work that you’re grateful for but never want to do again. 

Share what you want to attract.

Your content is connection. People connect you with what they see you putting out into the world. 

When couples don’t vibe with your content, they think you’re not the vendor for them. That’s good if it turns away wrong-fit leads. It stings if perfect-fit couples leave you because they don’t like the wedding content that you posted but didn’t like, either. It stinks if they would love the direction you want to go, but they don’t know you’re going there because you haven’t told anyone yet.

If you’re over tradition-dominated weddings, blog about creative, personal options. You don’t have to keep talking about uber-classic weddings just because you’ve done a lot of them. 

If you want to move into the destination space, share content that’s valuable for those couples. Not the types of couples you’re trying to move away from.

Align your content with your goals.

6. Your blog is inconsistent.

Blogging is a long-game strategy. Frankly, if you need to make rent right now, it might not be the best option for you. But if you’re willing to invest in the long-term health of your client base, content strategy is your partner.

Blogging takes time to gain traction. And it requires strategy to be impactful. 

How often should you post to see results? It varies. Often, I recommend twice a month for vendors getting started with SEO strategy. But it depends on your goals and your means to commit to them. 

We know for sure, though, that Google can’t recommend content that doesn’t exist. And couples can’t connect with content that doesn’t exist.

More relevant, SEO-optimized content offers more opportunities for couples to engage with you. (That’s good!)

And (right now) Google values sources that keep updated content. That makes them seem like valuable resources, and it wants to share results like that with searchers.

Tip: Follow a plan. A content calendar will help you stay on schedule and on target. Keep your end goal in mind.

7. Your blog is too short.

You don’t need to write novels with each post. But you don’t want to cut your blog posts too short, either. 

Why? Because you could cut the connection. You can skimp on building trust and desire. You won’t give search engines enough to work with.

There’s not a hard and fast length rule, disappointingly. That would be helpful. But search engine algorithms change, and I can’t make promises about future reader behavior, either.

What we can cling to is this: Readers want value. Search engines want to serve value. So we strive to create the most valuable posts possible about our subjects. Typically, those posts naturally have some length to them.

I typically write blogs around 2,000 words. It depends, though, and that may not hold tomorrow.

The best advice I’ve received is to research the top search results for the keywords we want to rank for. What’s missing from those results? How can we create something more comprehensive, unique, or compelling? What can we do to create the go-to resource on that topic? 

Don’t cut your blog’s quality or purpose short.

8. Your blog is just photos.

You may have considered this when reading the last point. It follows the reasoning.

The deal is that both SEO and people benefit from quality words. 

Except for alt text (back-end SEO describing images), Google doesn’t read photos yet. So it doesn’t do well knowing to show your photo-only blog to people searching for things.

But even folks like me, who love looking at photos of real weddings, connect with you through words.

Without words, leads miss out on your: 

• advice, 

• hot takes, 

• love for the couple you worked with, 

• hype for the styles and trends you love most, 

• shoutouts to favorite vendors, 

• personality, 

• stories of the magical wedding moments you create, and 

• invitation to readers to make their wedding dreams come true with you.  

If you’re trying to build a relationship where couples connect with you, trust you, and find you essential to their wedding day, conversation helps. Start a genuine, compelling conversation with your content. 

9. Your blog isn’t being promoted.

I know, we’re all about driving traffic to you through the blog. But it’s okay to drive traffic to the blog, too. It’s a piece of your funnel — the journey you lead customers on. 

To boost traffic, think about: 

• Posting fun promos on your socials 

• Hyping it on your email newsletter (Talk to me about emails if that strikes a chord!)

• Teasing it on your podcast (Yes, we can write scripts and outlines, too.) 

• Linking to it elsewhere on your website 

Your marketing efforts should all work together toward your goals. That’s social media activity, email marketing, website copy and features, blog content — everything. We want ideal couples to get to know you, appreciate what you offer, trust you, and ultimately decide that you are the wedding vendor for them. 

Sharing your content across platforms:

• Creates cohesive messaging everywhere couples encounter you and

• Paves a clear path for couples to follow to continue engaging with you.

Lead them to the value you offer — perhaps starting with the value in your blog. Then lead them deeper. And deeper. And deeper. Until they know they love you — need you — and you get that resounding, “Yes!” 

10. Your blog doesn’t have a CTA.

All the customer-romancing magic you had going with your blog could fall apart if there’s no CTA. 

CTA means Call To Action. It’s where you ask readers to do something. 

Unless it’s just for funsies, your blog should serve a purpose. You want to connect with readers and guide them closer to your end goal. 

Having no CTA would be like going on a date and not making plans for another one. That’s all chill if you’re done with the relationship. But if this is your dream client, you dig them, and they’re hanging on your words… 

Including a CTA is giving an invitation to keep the relationship going. 

This could be your end goal, like to:

• Submit an inquiry

• Book a call with you

• Schedule a venue visit

• Make a bridal appointment

• Place an order

Or it could be to lead couples deeper into your funnel, such as to:

• Explore a previous blog post

• Subscribe to your emails

• Opt-in to a value-packed freebie 

• Check out your podcast

• Follow you on social media

Oh, and make the action clickable. Links and buttons. When leads want that next date, don’t make it hard, friends! 

It Isn’t Over for Your Wedding Business Blog

So if your wedding business blog doesn’t seem successful yet, don’t lose heart. 

We can save it. We can empower it. And your blog content can start bringing in those couples you’ve been dreaming about.

If revitalizing a content strategy isn’t in your zone of comfort or expertise, remember that you can enlist a partner.  

Connecting perfect-fit couples with amazing wedding professionals fills me with joy. And all this blogging stuff? It’s kind of what I do. 

Are you ready to quit slaving over your blog, and put it to work for you instead?

You can book a free consultation today, and we can start turning your content into a powerhouse. 

Let the couples find you, love you, and leap headfirst into your open bookings. And then your waiting list. Because your content will connect with them and show them you’re everything they’ve been looking for.