top 5 · for wedding tips, wedding advice, and wedding vendors. you have about 20 seconds or less...

Top 5Secrets to Winning Website Copy

© copyright - kristie lorette mccauley

A bride is a busy gal. She’s fast and furious when she’s searching online

for wedding tips, wedding advice, and wedding vendors. You have about

20 seconds or less to grab her attention to stay on your site, rather than

click away to never to be in front of her again.

What this really means is you have to show up and show up in a BIG way

when you write your copy. It has to be so FAB that she can’t wait to start

clicking around to see what else you have on your site.

Fortunately, there is a recipe you can use as a guideline to accomplish your

goal. AND, as a BONUS, it works for EVERY. SINGLE. PAGE. OF. YOUR. SITE.

Don’t get me wrong, there are some tweaks that go with specific pages of

your site. For example, the 4-1-1 you include on your About Page is slightly

different than that of your Work with Me page, but the staples for every

page are the same…

And those staples are all within the 4 corners of each page of this

playbook.

Soooooooooo…let’s do this.

(BTW: This applies to grooms too, so don’t let the bride reference fool you.)


#1 Attention-Grabbing HeadlineIt all starts with an attention-grabbing headline or lead-in. On some

websites, you’ll see one to three questions as the first item on the home

page. The goal of the question or questions is to get the reader to answer

yes to the questions and then read on to find out more or to get the

answers to the problem that the question poses.

Other websites have a headline, which may be a statement, such as “Cut

your wedding budget by 25%, without sacrificing your dreams, with one

little step.”

(That step is hiring a wedding planner, of course!)

Another great option is to state a problem or a challenge that your DREAM

clients face. Then, follow it up with a sub-headline or sentence that shows

how you, your product, or service resolves the problem or helps them

overcome the challenge.

Whichever headline option it is you choose, all of your pages should

contain a headline that grabs the attention of the visitor and keeps them on

the page to see what the rest of it has to say.


#2 Create a Need or DesireWhen you are writing website copy, you are a storyteller or a picture

painter. You need to write it in a way that draws the bride or groom into a

situation they identity with, so that you can then convince them that they

need the product or service you are offering.

When you tell the story the right way, you create a need or a desire for

what you are selling with compelling copy that convinces the visitor to

become a client.

Think of it this way…

If your Service Page starts out by saying:

“Day of Coordination Package includes a complimentary consultation and

up to 8 hours of coordination on the day of your wedding.”

This is sooooo B-O-R-I-N-G and ho-hum. It’s full of features and

doesn’t even touch on why they should have this package.

It DOES NOT create a need or desire for the couple to hire you.

(It’s also what all other wedding planners – your competitors are listing on their Services Page. And, you don’t want to look like all of your competitors, do you?)


“Your make-up artist ad hair stylist are working their magic on you. You feel

like a movie star. You’re surrounded by all your gal pals. You’re in full prep

mode for your walk down the aisle…and you are as cool as a cucumber.

You know your wedding coordinator is in control. You know all the details

you’ve been planning for so long are all falling into place…and you didn’t

even have to clone yourself to make it happen.”

*Note: Don’t copy this or any of the other copy examples in this playbook

because then you’re going to have the same copy as all of the other

wedding planners reading this, but instead use it as inspiration to start

telling your own story.

BUT…what if your Services Page started out with something like:


#3 WIIFT

Once you create a need or desire for your help, then it is time to really lay

out the deets. You really have to spell out the benefits for them. Brides and

grooms are selfish. All they want to know is “What’s in it for them (WIIFT)?”

Tell them.

Avoid listing a feature. Focus on how it benefits them.

Feature: Our Day of Wedding Coordination Package offers a wedding

coordinator for seven hours on your special day.

Benefit: You’re busy getting ready for your big debut down the aisle. Leave

the logistics to us! We’ll take care of everything from setup to cleanup, so

you can enjoy your day without a care in the world.

Example: Set up chairs and tables is a feature.

We match your table and chair setup to the floorplan we poured over and

created together to make sure that all your guests have a place to sit, eat,

and enjoy.

Can you see the difference?

Twist and tweak every single feature that you want to list so that it shows

how it is a benefit to them to have you on their team.


#4 Sprinkle in Some Street Creds

In a similar genre as the WIIFT, sprinkle in some street creds. What I mean

by this is tell them WHY they should listen to what you have to say or BUY

what you are selling. Do it in a way, however, that is still all about them and

less about you.

Rather than saying, “I have 18 years of experience planning weddings,”

say, “I have 18 years of experience helping brides turn the weddings

they’ve dreamed of as a little girl into a reality.”

You get the idea.

Again, you’re still touting your experience, but you’re doing it in a way that

is glaringly obvious that they need to hire you and they need to hire you

right now.


#5 Tell Them What to Do Next

Every single page of your website, without exception, should contain a call

to action. The call to action is one of the most important items on each

page of your site. This is the statement that tells visitors when they reach

the end of the page what it is that they have to do next.

Of course, you want them to BOOK YOUR SERVICES!

Call to action statements can be worded in various ways, but typically, it

tells the visitor to call, click, buy, email, visit, or to take another action to get

the product or service that they now need or want.

Usually, a call to action is at the end of the page. It’s also acceptable to

sprinkle some call to actions throughout the page (especially if the page is

long).

A call to action can be as simple as, “Call us today to book your

complimentary consultation” or can be quirky or fun, such as, “Let’s Plan

This.”


Stick a Fork in It, It’s Done When you write copy for each page of your website, write it so that it makes

sense. Be very clear so the visitor understands what your business or site

offers them.

Draw them in with an attention-grabbing headline, use a story to draw them

in to create a need or desire for what you have to offer, and then tell them

what to do to get it.

It’s not brain surgery, but it is a recipe, and one that works when you have

ALL the right ingredients.


Why Should You Listen to What I Have to Say, Anyway?

I’M A WEDDING JUNKIE WORD NERD.YOU AND YOUR WEDDING PLANNING BUSINESS NEED SOMEONE WHO IS IN LOVE WITH THE WEDDING WORDY STUFF. I’m Kristie Lorette McCauley. I have a word addiction and I’m not afraid to

use it (or admit it)!

In my past life, I was a certified wedding

planner. In my current life, I am the wedding

planner copywriter. I’m a published author,

copy expert, marketing maven,

communication chica, wife, mother, and so

much more.

I wear a ton of hats and I know you do too. I know because I am a former

certified wedding planner. I’ve walked a mile in your shoes (pumps,

stilettos, or stylish flats).

I’ve been writing since I was like 2, but it probably didn’t make much sense

until much later in life. In the real world, I have over 18 years of writing and

marketing experience (Wow, how is that possible? I still feel like I’m so

young!).

I use this experience in writing and from running my own wedding planning

business (in the past) to turn your thoughts into words that land you

DREAM brides and book your calendar solid.


OWNED AND OPERATED MY WEDDING PLANNING BUSINESSFOR 4 YEARS

PRESIDENT, VICE PRESIDENT & SECRETARY ON THE BOARD OFTHE NAWP (National Association of Wedding Professionals) Miami-

Dade/Broward Chapter

WRITING COPY AND CONTENT FOR THE WEDDING INDUSTRYFOR OVER 8 YEARS THE WEDDING EXPERT ON THE LOVE TO KNOW BLOG HERE

COMES THE WEDDING

PUBLISHED 1,000S OF WEDDING ARTICLES

AUTHORED WEDDING BOOKS, SUCH AS YOUR SECONDWEDDING

HOW MY SWEET KNOWLEDGE BENEFITS YOU Well, for starters, you don’t have to spend time teaching me about the

wedding industry. My learning curve is low to non-existent because I

already know what’s up in the world of weddings and wedding planning.

Then, there’s the whole writing thing. I have that down pat already too, so

once you tell me what you’re up to, I’m ready to roll.

So, let’s get this straight. I know your industry and I can write like there is

no tomorrow. What’re you waiting for? Let’s roll.

Learn how to write copy so swoonworthy that couples are standing in line

to hire you. Check out the Write Sweet Spot Copy for Wedding Planners

Home Course (www.weddingplannercopy.com/write-sweet-spot-copy-

home-course).

MY STREET CRED FORMER CERTIFIED WEDDING PLANNER

http://www.weddingplannercopy.com/write-sweet-spot-copy-home-course

http://www.weddingplannercopy.com/write-sweet-spot-copy-home-course


GIVING BACK I have so much to be grateful for in life. Really. I’m sure you do too. It’s one

of the reasons I am always looking for ways to “pay it forward.” One of my

ways is donating a portion of my proceeds to Wish Upon a Wedding.

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