Small website tweaks, big conversion wins If you’ve been putting off website updates because you think it’s going to be a massive project, this part is for you. The truth is, you don’t need a total rebrand to make your site more effective. Small, strategic tweaks can significantly improve your user experience and help turn window-shoppers into paying clients. Start with your site speed: Nearly half of all users expect your site to load in under two seconds. If it’s slow, they’re gone. Period. Use a tool like Google PageSpeed (it’s free!) to test your site and identify slow-loading images or plugins. Note: For galleries, be especially mindful of large images on your site. Compress images before uploading and avoid slideshows that autoplay with high-res files. Audit your “above the fold” space: This is what users see the moment your homepage loads, before they scroll down to see more. Ask yourself: does this information clearly tell someone who I am, what I do, and how to take the next step? Here are some vendor examples: • “Modern floral design for bold couples who love color and aren’t afraid to break tradition. Serving Portland, Seattle, and beyond. Let’s create something wild together.” [Button: “Check Availability”] • “Planning luxury events with heart. We serve modern romantics and creative couples in the Southeast who want their wedding to feel intentional, joyful, and beautifully executed.” [Button: “Let’s Connect”] Your navigation needs to be intuitive: The “Contact,” “Services,” and “Portfolio” links should always be visible and accessible, and ideally
in the header menu. Don’t make people hunt for your inquiry form, and don’t bury your contact link at the bottom of a long page. SEO is still your best friend: If your homepage title just says “Home,” you’re missing an opportunity. Use descriptive, localized language like “Vermont Wedding Photographer | Elegant Documentary Style.” And don’t forget to rename your image files; “boho-barn-wedding- wisconsin.jpeg” goes a lot further than “IMG_1123.jpg.” Why user experience is the secret ingredient Let’s be real—it’s 2025, and clients are savvy. They order groceries on apps, book vacations online, and use AI assistants. They expect a seamless digital experience, and your website is definitely part of that equation. If your site is confusing, clunky, or outdated, it’s not just a design problem; it’s a trust problem. A modern, clean layout with intuitive navigation signals that you are a professional who’s on top of things. User experience also impacts how your site feels . Are you giving people the answers they need? Are you reducing friction? Are you making them feel understood? Let’s make sure you have what you need with these simple checkpoints: • Consider adding a “How to Book with Us” page with steps clearly outlined. Many clients just don’t understand how to move forward with pros—spell it out and make it easy! • A robust FAQ page can reduce inquiry ghosting by managing expectations upfront. Include common questions like “What’s your working timeline?” or “Do you work with out-of-town clients?”
• Add visual icons for dietary needs. If you offer vegan, gluten-free, or allergen-friendly options, make them visible and easy to understand that you offer them in the first place. Today’s clients are already overwhelmed, so the easier you make it to get answers and take action, the more likely they are to trust you and book. The goal isn’t to give them more, it’s to give them just what they need, right when they need it. Clients don’t need more, they just need clarity and ease Your website doesn’t need to be fancy or high-tech to be effective; it just needs to be intentional. When you treat your website and portfolio as tools, not just digital brochures, you’ll start to see them work harder for your business, and clients enjoy the process of getting to know you and booking you better and faster. Through thoughtful storytelling, easy navigation, strategic updates, and a strong user experience, you’ll position yourself as the kind of professional people are excited to work with. Katie Mast is the Director of Community at Rock Paper Coin and a highly respected leader in the wedding, event, and creative industries. She has worked with renowned brands such as HoneyBook, The Rising Tide Society, Aisle Planner, and Dreamworks Animation. Having spent almost a decade as a business owner of a destination wedding and event planning company, Katie now dedicates her time working with companies to help them grow and develop their genuine communities, promote ongoing education and diversity, and build strong and healthy brand partnerships.
21
SPECIAL EVENTS SUMMER 2025
Powered by FlippingBook