Does any industry compete with the wedding industry when it comes to the sheer volume of questioning? Was that another question? Anyway…
We’re guessing that there are probably more questions asked throughout the wedding planning journey than there are in any other events industry.
Questions from guests to couples, couples to wedding suppliers and suppliers to couples; not to mention questions from suppliers to suppliers…and the list goes on.
Nowadays, more and more engaged couples are building wedding websites to help them easily manage questions they receive from guests, and by sharing answers to all the questions they’ve already been asked they can help inform guests without having to speak directly to each of them about the same things.
Makes sense, right?
So if couples have realised the huge advantages of having FAQ-style question and answer pages, why haven’t all wedding suppliers?
Realising the many benefits of FAQ pages
FAQ pages tend to be the ones that customers visit most but website writers think about least.
So why does this disconnect exist?
It’s a mystery to us. Perhaps the FAQ page just isn’t sexy enough. But there are plenty of companies doing it justice and even stamping their personality on the page in the form of creative answers.
Here are 5 core benefits to including an FAQ page on your wedding website:
- Reassuring couples that you’ve got their questions covered and that they’re not asking anything you haven’t heard before
- Improving the efficiency of first meetings with couples by providing answers to common questions beforehand, allowing you to focus on the details that matter most
- Opportunity to improve SEO through targeted content development
- Earning trust by showing you’re a professional expert in your field
- Allowing couples a snapshot of your personality by creatively answering their questions
Whether you’re a wedding venue, a wedding photographer or a wedding caterer, you’re probably asked the same sorts of questions every time you meet a new couple.
Are we right?
So an FAQ page will save you heaps of time.
Deciding on questions to include, and structure
When choosing questions to include in your FAQ section, focus on relevancy and any opportunities that allow you to develop answers into pages and encourage further engagement.
To start, think about the questions couples always ask you before and after booking, such as…
- Does your wedding venue provide the option of a late night extension?
- What are your deposit and payment terms?
If you end up with an extensive list of questions, group them into categories such as “Deciding on which wedding photographer to book” and “What to ask once you’ve booked your wedding photographer”.
Categorising your questions not only helps your visitors to navigate the FAQ page easily it also helps you ensure that you’re organised and are including all important questions.
Structured content also brings with it great SEO benefits, seeing as Google likes order. Being able to read a content-heavy page by category and tagged headers makes Google-bots happy.
In terms of how you write content for an FAQ page, make sure that you write your questions from your customer’s perspective (e.g. “How do I…”) and answer from your business’s perspective (e.g. “You should…” or “We provide…”).
And remember that your FAQ pages are a great place to convert interested couples into your next wedding booking. End each answer or page with a call to action that links to more information about your services, prices or the question/answer topic.
Tip: it’s important to update your FAQ page with any new customer concerns as they arise. Remember, all website pages should be regularly updated so that they don’t go stale!
Leveraging your FAQ page for SEO purposes
One of the great, secret benefits of FAQ pages is that they give you the opportunity to search engine optimise your website beyond that of ANY competitor – if you do it well.
List out all of the questions you are regularly asked plus any questions you think potential clients would type into Google when researching a wedding supplier like you.
Even if your target audience isn’t searching for topics related specifically to your wedding brand, they might be searching for answers to questions related to the wedding industry in general via search engines.
You could include queries like…
- What questions should I ask wedding photographers before booking one?
- How much should a wedding venue cost?
Then link from these questions to content/landing pages that answer in detail and continue the journey from question to conversation to (hopefully) conversion.
By adding content or landing pages that are optimized for specific search queries and that further expand on answers to popular questions, Google will read you as highly relevant in your industry which means your wedding website will rank higher in results pages and subsequently, couples will be able to find your company more easily when searching for wedding suppliers like you.
Plus, having more detailed answers to popular questions on your website will encourage newly engaged couples to think of you as an industry leader in your field. They’ll likely choose the wedding supplier who’s ‘in the know’ when it comes to making that booking.
Get drafting those frequently asked questions today!
The FAQ page is often an afterthought for many websites. But used strategically, it can add a lot of value to your wedding website and your business on the whole.
Get started today – you can thank us later.
Looking for more wedding industry trends and couple insights? Head to the Bridebook Business Hub, the home of wedding industry knowledge.