You want to secure qualified client inquiries from clients who appreciate your vision, style and industry experience.
The answer? Market to YOUR IDEAL CLIENTELE with a layered approach; combining social media, press coverage and digital marketing.
This strategy ensures that your brand’s name will extend far beyond your immediate network of connections. One way to naturally strengthen your reach is to optimize your website. Implementing a few key SEO tactics will help your wedding brand rank competitively on Google, increase traffic to your website and generate qualified leads from the types of clients you want to attract.
Leverage Language: More words on your website certainly do not mean better. The key is to focus on quality. Be as detailed as possible in the headlines of your blog posts, image file names and website page content - including location, venue, industry keywords. Manipulate the search process a bit by using the key terms that are being searched for, and match that appropriately with the messaging you typically use to represent your brand. It’s also important to speak the language of your audience. For instance, if you’re a wedding photographer, avoid leading with too technical of a summary. While it may make perfect sense to an industry vendor, it may cause a potential client to lose attention.
Especially for wedding photographers who use their website as a digital portfolio, using Alternative text for your images is critical. The purpose of alternative text is to describe each photo in detail to search engines. This feature can be found in the HTML code of each image, and can be edited to a description that is more SEO friendly.
Rinse, wash + repeat. Over time, that steady cadence of rich keywords, highlighted throughout your website will push your rank number up higher, moving your website closer to the first page on a Google web search. Likewise, integrating more description into your social media posts and Instagram captions can attract new followers, encourage engagement and help further establish you as an expert.
Favorite tool: Google’s Keyword Planner - the beginning step to Google Adword campaigns, this will help you identify keywords related to those you already know you’d like to rank highly for, and other related key terms that may offer you the opportunity to rise above your competitors. Take a peek at a few of our other favorite small business marketing tools.
Give Love to Links: First, improve your anchor text (the words you highlight for a link). by making that selected text more descriptive. Many of us would say “To learn more about our wedding planning services, click here to get in touch.” Try linking the first part of that call-to-action, instead. It’s not only a great way to improve SEO but also to keep visitors engaged and on your website, navigating from page to page with ease. Likewise, you can use descriptive links to link to your services page from within a blog post, when it’s appropriate and natural to do so. Helping your visitors along the acquisition channel may mean a few tiny adjustments to your website, but will be well worth the effort.
As with every marketing effort, it’s always great to pause and make time to analyze changes through Google Analytics. You’ll be able to see how receptive your website visitors are to these content changes and understand larger areas of opportunity to build and improve your SEO.