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Website Overhaul to Prep for Engagement Season

You look at your calendar with growing anticipation, marking off each day in October and early November with increasing zeal as you prepare for the most highly-anticipated period of 2020: Engagement Season.  Spring and Fall may have been a dumpster fire, but the declaration of new relationships could be just the jolt your wedding, catering, or events business needs to come back strong in 2021.  With over 40% of couples proclaiming their intent to be together forever between Thanksgiving and Valentine’s Day, you need to set your marketing systems up to capture the rush of newly created leads.

One of your most important marketing assets is your website.  A highly-converting website could mean the difference between a booked 2021 or a repeat of the financial drudgery of 2020.  Most wedding, catering, and event pros have websites that do not tell a compelling story to visitors or initiate the buying process.  There are at least three elements of your website to overhaul to be prepared for Engagement Season.

Ask for the Sale Clearly

It should be easy for potential clients to understand how to work with you.  Add a call-to-action button on the top right of your website, in the middle of your homepage above the fold, and multiple times as you scroll down.  Twitterpated couples won’t spend precious brain energy trying to figure out how to book you once they decide you are a fit.

You could also add a pop-up box with a 15-20 second delay that presents a lead magnet specifically designed for new soonlyweds.  They may not be ready to schedule a consultation call quite yet.  By downloading your lead magnet, they will end up on your email list, which allows you to nudge them towards the sale.  Design the layout of your homepage with the goal that visitors will take an action that brings them into a deeper relationship with you before they leave.

Get to the Point Quickly

Newly engaged couples would rather make googly eyes at each other than read the tomes of text you have on your homepage.  Cut down the number of words you use and structure the flow of your pages with headers.  Your website visitors should be able to scan through your headings without reading the body copy and understand what you do, what problem you solve, who you solve it for, and how to book you.  Start your homepage with the issue your ideal client is experiencing and then illustrate how you are uniquely qualified to add value to their wedding planning experience.

Make it Work

When was the last time you did a quality check on your website’s functionality?  Broken links, missing pages, and non-clickable buttons make navigating your site difficult and throw up red flags to prospects.  Systematically go through each page and click every link to make sure they work and navigate to the right place.  There is nothing more frustrating than missing out on bookings because of a misbehaving website.

Use this free Highly-Converting Website Checklist to audit your website and make it Engagement Season ready.  It will help you get a clear picture of what you are doing great and what you may need to improve.  2021 can be your comeback year if you take the steps now, like auditing and adjusting your website, to set yourself up for success.

Aleya Harris, CPCE is an award-winning marketer and former chef and catering company owner.  She is the Owner of Flourish Marketing, an agency that provides marketing education, strategy, and tools to help wedding, catering, and event professionals get and keep a consistent stream of clients.   Aleya is a StoryBrand Certified Guide. She uses that narrative-based framework to develop clear, engaging, and highly converting marketing assets, like websites and social media solutions, for her clients.  Aleya is the current Marketing Committee Chair for NACE and a top speaker at conferences and events like Catersource and The Special Event.

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Most catering and events business owners fail at making money doing what they love because they don't know how to market themselves. Through her company, Flourish Marketing, Aleya offers marketing education, strategy, and tools that help wedding, catering, and events business owners stop staring at a blank calendar and start getting and keeping a consistent stream of clients. Aleya is a Le Cordon Bleu-trained chef who also happens to be an award-winning, marketing strategist, brand manager, content developer, and storyteller. She has a background as a marketing executive on the leadership teams of large foodservice organizations and has also been a private chef and catering company owner. Aleya speaks your language and understands your challenges. She knows how important it is to work in your passion. That's why for the past 12 years, she has been focused on helping over 1,000 accounts, brands, and business owners to be successful. Aleya is a dynamic interpersonal communicator and presenter with the exceptional ability to inspire, motivate, and equip her audience. She loves opportunities to connect, help people develop, and create the space for her fellow entrepreneurs to see their visions manifest.

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