In a world full of TikToks and Reels, it’s easy to forget about maintaining your website. “Do I even need one anymore? I sell mostly in the DMs anyway.” 

My answer to this is good for you! But yes. You do still need a website. 

Why? 

If you want my long answer, check out this post from a few weeks ago. 👉🏼 I discuss the 5 questions you need to ask when writing your website. This will help you write your website copy DIY-style. If you’re looking for someone to do it for you – *raises hand* – you can start here. 

If you’re the grab-and-run type, I’ll sum it up in just 2 words:

Website traffic. 

Your website drives both organic and direct traffic from Google and your social media profiles. 

And it has a huge impact on your brand. 

What else does your website do? It works as advertising for your products and services 24/7, and answers common questions you’d otherwise spend hours answering via email. It’s a custom contact form, a client portal, a blog, and a digital brochure. 

And so much more. 

It's not just important to have a website. Honestly, having a website that isn’t optimized or user-friendly is worse than having no website at all. 

You need a website that will represent your brand and your business well. 

Writing copy for your website can be complicated. Your website brings in both cold and warm leads, and your copy needs to simultaneously appeal to both groups. 

Let’s quickly review the types of leads.

Cold leads are people who are unfamiliar with you and your brand. They may stumble upon your website through a Google search (hence the importance of SEO!) or from a wedding vendor database. These leads are not yet at a point where they feel comfortable buying from you. Your primary messaging goals with cold leads are awareness and education, which builds authority. 

Warm leads are familiar with your brand and more likely to buy than cold leads, but may have hesitations. They’re generally familiar with the products or services you offer, but something is holding them back. These leads usually come from social media: maybe they clicked on your pin or a link in your IG bio. Your primary goal with warm leads is to build trust. 

Once you have authority and trust, you can convert cold and warm leads into hot leads. Then you’re in business! 

What makes a website successful? 

Short answer? Strong website copy and good design. But you can’t have either of those if you don’t have the right website pages. 

Each page of your website serves a different purpose, and without these pages, you’re not painting a full picture. 

Every wedding pro needs 4 pages on their website: a homepage, about page, services page, and contact page.

There are other pages that can also be beneficial to wedding pros. These include a resources page, a sales page, a shop page, and of course, a blog. 

I highly suggest every wedding pro who has an established website work on adding a blog to their site. Blogs are one of the best ways to drive organic traffic to your website. 

Translation? Your blog turns cold leads into hot leads. 

If you’re still working on establishing your website, start with these 4 pages. 

Homepage 

Purpose: Your homepage is the central point of your entire website. It also drives the most website traffic for your main keyword, so use it wisely! 

Your homepage should give your audience basic information about you – without being overbearing. You don’t want to give so much information that your audience gets overwhelmed. You also don’t want them to leave your website because they’re not sure what you do or who you serve. 

Your homepage lets your audience know if you’re a good fit for them or not. Here, you need to address the problems your audience has, and offer your products or services as the solution. 

Key Messages:

Your homepage copy should answer the following questions organically: 

Who are you?

What is your business? 

Who do you serve? 

How do you serve them? 

Your homepage should also establish your brand voice and values. What are you passionate about? Where does your personality really shine through? A website’s primary purpose is to sell your products or services, and that won’t happen if your audience doesn’t trust you. 

Format: Think of your website as the series of previews at the beginning of a movie. They give short, digestible snippets of each film that motivate you to find out more about that movie. 

Your home should do the same. Include short introductions to each of the major sections of your website. Your about, services, and contact are a must. If you have a blog, preview that too. 

Your goal is to say just enough to intrigue your audience and get them to click your CTA button. 

You should also give your audience a chance to connect with you on social media by adding an embedded feed or your social links. 

And don’t forget about that email list! If you have a signature freebie, you can add an opt-in to your homepage too. 

Here are a few examples of homepage copy that teases other pages. 

The first two images are examples from Minted Weddings. On their homepage, they tease their offers and their blog. Notice the use of compelling headlines and make you want to click to explore! 

The example from Wedding Academy is perfect for offers or services. Some cheeky copy and a short description go a long way! 

CTAs: Keep your CTAs simple on this page, but give your audience many opportunities to click. Generally, the most important CTA on your website is a link to your services page. If you require a consultation, you might also link to your contact form. 

Stay away from boring, template CTAs like “learn more.” Add some personality to further encourage your audience to click! 

About Page

Purpose: Your about page has two purposes. First, it’s where you introduce yourself to your audience (duh). Second, and more importantly, it’s where you agitate the problems your audience is having. Because of this, you really shouldn’t talk too much about yourself on your about page. 

Let me show you what I mean.

See how these examples from Wedding Academy and Marie Forleo flip the conversation immediately to the reader?? Frame your bio like this. 

Jenna Kutcher’s about page is also a fantastic example of personality-packed copy. Literally the whole thing. I didn’t add a picture here because you really need to go experience it for yourself.

Key Messages: On this page you’re really building trust. It’s not so much about your credentials. By the end of your about page, your audience should be able to answer one simple question: 

Would I want to have a beer with this person? 

Maybe you’re a bit more traditional, and the idea of going out with your clients sounds like a big no-no. But in today’s world, relating to your audience in an informal matter is important. What do you think social media is? 

You can absolutely prove to your audience that you’re damn good at your job and showcase your personality at the same time. And you do that through your words! 

Format: Format doesn’t matter too much on this page. Have fun with design (keeping SEO at the forefront of your mind, of course) and really let your audience get a visual representation of you. 

But whatever you do, get rid of that stuffy third-person bio. I promise you it’s not helping you look more professional. Read last week’s blog post to find out why your third-person bio is driving away leads (and 11 other common website copy issues). 

CTAs: This is where you really push your viewer towards your services. If they’re interested in who you are, why wouldn’t they be interested in what you offer? Put a CTA for your services page here. Depending on the length of this page, you might also want to include a contact CTA. 

Services Page

Purpose: This is where ish gets serious. 9/10 times if someone is looking at your services page, they’re considering paying you. Make sure you clearly lay out the details of any and all services you provide. If you’re a product-based business, your shop page would replace this page. If you do both, link to your shop page from your services page. 

This page isn’t just about answering questions like price and timelines. This is your last chance to convince leads to buy. Don’t waste it! 

Key Messaging: Your services page focuses on solutions and transformations. Clearly explain to your audience how each service can help them solve their problem, and show them how it will produce a transformation. Focus on the benefits of each offer instead of the features. 

Don’t forget to use personality-packed copy on this page! The nitty-gritty can get boring, and you don't want your audience to get lost in the details. Do your offers have cheeky names? Can you characterize your descriptions? In what unique ways can you show off your offers? 

Format: Your services page format may be dictated by your website template or theme. Typically, offers are listed from cheapest to most expensive, but you don’t have to do it this way. 

Take a look at these sales pages for some inspiration. 

 Jessica Rourke’s services page copy perfectly sets up her offer introductions. 

In the middle image, you can see how Jenna’s addressing her customer’s problem before introducing her services. Remember: even though it’s your business, your offers aren’t about you! The second image is a perfect example of how a services page can link to a sales page. 

In some cases, it may benefit you to create a separate sales page for specific, high-ticket offers. A sales page is much longer than a traditional website page (think an average of 3,000-5,000 words) and goes into great detail. It stretches the Problem-Agitation-Solution format and incorporates tons of sales psychology.

These pages are only suitable for larger offers that have a big financial and/or time commitment. Take a look at Jenna’s sales page for one of her programs, The Podcast Lab. 

This page is also a great place to stick your general FAQ section. Offer-specific FAQs should go on a sales page if you have one. 

CTAs: Obviously you’re prompting your audience to buy on this page. Take them to your contact page, where they can fill out your inquiry form, book a consultation, or contact you with questions. This begins your onboarding process, so make sure it’s user friendly and professional.

Contact Page

Purpose: This might seem obvious, but there are many ways you can use a contact page. Inquiry forms and embedded schedulers are great options for consultations. If your services don't need a formal consultation, simply listing your contact info is enough. All these methods contribute to your lead’s initial client experience.

Always list at least your email on your contact page, even if you’re prompting your audience to fill out a form. As frustrating as it is, some leads want their questions answered before agreeing to fill out a form. You don’t want to miss out on these opportunities because they have no other way to get in touch with you.

Key Messages: Your main message on this page should be reassurance. Your leads are making the right choice! Thank them for considering you, and lead them to any important areas they might want to look at before reaching out, like your FAQ section. 

Your contact page isn’t super copy-heavy, but make sure you keep your personality shining through on this page. A good header and a few sentences will do the trick! 

Format: Format depends entirely on what you’re prompting your audience to do. 

Here are a few examples. 

These examples from Katelyn James and Jasmine Star are simple and to the point. 

And, of course, I couldn’t leave out the copywriting queen herself, Ashlyn Carter. Her Contact page offers a little bit of everything, and it’s oozing with personality. 

CTAs: The hard part is over. Now you get to introduce your prospective client to your community! You can link to a resources page if you have one, or your blog. This might be a good place to stick your best opt-in. Really impress your audience. And don’t forget to add your social links so they can stay connected to you!

Bottom line, if you want to increase your organic website traffic, you need to start with these 4 pages. 

They are the foundation that you can build your business around. (With fantastic website copy, of course. If you’re looking for a pro to write your website copy, I’m your girl! Sit back and leave the wordsmithing to me.)

If you found this post helpful, share it with your wedding pro bestie! Happy writing!