Copywriting for Wedding Pros isn’t just about filling your website with words, it’s about creating an intentional client experience that begins long before someone clicks “inquire.” In this episode of Engage Your Brand™, I sit down with my friend and collaborator Andrea Shah, a copywriter and marketing consultant for wedding creatives. Andrea has a decade of experience writing for Fortune 500 companies, luxury brands, and now wedding pros who want their artistry and client experience to shine.

🎧 Listen to the full episode here or on your favorite podcast platform:

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Why Copywriting Matters for Wedding Pros

Your website is often the very first touchpoint with potential couples. Andrea reminded me of this with her analogy: your website should feel like the “lobby” of your brand experience. Just like you’d expect a luxury spa to offer tea, calm music, and warm lighting your website should immediately reassure couples that they’re in the right place.

Strong copy bridges professionalism and personality. It shows your expertise while making couples feel seen and understood. Andrea shared how much of her work comes down to shifting the copy from “I” statements to “you” statements, because couples want to picture themselves in your story.

Andrea’s Journey into Copywriting for Wedding Pros

Andrea didn’t plan to be a copywriter, her background started in translation. But when referrals for websites started coming her way, she quickly realized she loved it. At first, she wrote for industries like IT services and dentistry, but a single project with an elopement photographer shifted everything.

From that moment, Andrea leaned fully into working with wedding pros. Over the years, she’s written for planners, photographers, DJs, and venues, helping them transform their websites into client-magnet experiences.

Writing for Two Types of Readers

Andrea explained that wedding websites must work for two very different readers:

• The deep reader: someone who pores over every word, scrolling slowly and carefully.
• The skimmer: someone who scans headlines, FAQs, and prices before deciding if they’ll read more.

When you’re writing your services page or about page, imagine both of these readers. That’s why Andrea encourages wedding pros to invest in bold, descriptive headlines that tell the story quickly while still offering depth for those who want every detail.

The Role of Diversity in Copywriting for Wedding Pros

Representation matters, and copy and imagery go hand in hand. Andrea shared that one of her earliest frustrations when planning her own multicultural wedding was not seeing couples who looked like her and her husband in portfolios.

For wedding pros, copy should acknowledge inclusivity and your visuals should back it up. Andrea recommends showcasing diversity right on your homepage, not hidden several pages deep. This simple choice builds trust with couples who want to see themselves reflected.

Pricing Transparency and Gen Z Buyer Behavior

One of the hottest topics Andrea sees right now in copywriting for wedding pros is pricing. Gen Z couples, in particular, are crystal clear about what they want: show me the pricing.

This doesn’t mean you need to publish every package detail, but it does mean being upfront:

• Share a “starting at” price.
• Offer ranges if your services vary widely.
• Position your pricing strategically (don’t lead with the lowest option).

Andrea explained that transparency helps filter leads, builds trust, and saves time both for you and your couples.

The Client Experience Begins Before Inquiry

A common misconception is that the client experience starts once a couple fills out your inquiry form. Andrea reminded us that it actually begins the second they land on your website.

Ask yourself:

• Does your website reflect the level of detail and care you bring to weddings?
• Are your FAQs answering the questions couples are too shy to ask?
• Is your voice consistent across your site, emails, and social platforms?

If the answer is no, then your client experience may already feel misaligned before you’ve even spoken with a potential couple.

FAQs and Long-Tail Keywords

Andrea emphasized how FAQs are one of the most underrated tools in copywriting for wedding pros. Not only do they help with SEO, but they also directly answer questions couples are searching for in Google—or now, in AI tools like ChatGPT.

Some examples of long-tail searches you could turn into FAQs:

• “Do you allow outside catering at your wedding venue?”
• “How much does a wedding photographer in [your city] cost?”
• “What’s included in a full-service wedding planner package?”

By writing clear, keyword-rich FAQs, you help couples find answers faster while also signaling to search engines (and AI-driven tools) that your content is relevant and trustworthy.

Trends Shaping Copywriting for Wedding Pros

Andrea and I also discussed several current trends impacting how couples interact with websites:

• AI-driven search: Couples are increasingly using ChatGPT to compare vendors. Keeping directory listings (like The Knot, Zola, and WeddingWire) current matters more than ever.
• Emotional vs. logical buyers: Often both partners in a couple have opposite buying styles. Your copy should resonate with both—the emotional story-driven partner and the quick-skimming logical partner.
• The rise of PR and features: Being quoted or published not only boosts visibility but also makes your brand more discoverable in AI-generated searches.

Common Mistakes in Copywriting for Wedding Pros

Andrea sees a few pitfalls again and again:

• Overusing “I” statements instead of making copy client-centered.
• Burying key details like pricing, inclusivity, or unique services deep in the site.
• Generic headlines like “Our Services” that don’t say anything compelling.
• Overwriting instead of balancing concise, skimmable sections with storytelling.

Avoiding these mistakes instantly levels up your brand presence and helps your website function as the 24/7 salesperson it’s meant to be.

Buyer Behavior and Decision-Making Styles

Andrea highlighted how even within a single couple, there may be two completely different buyer types:

• One partner who wants to read every word, weigh pros and cons, and take weeks to decide.
• Another who wants to skim, find the essentials, and make a quick decision.

Your website copy has to meet both needs—combining clarity, structure, and emotional connection.

Copywriting and the Power of Authenticity

Your website copy should sound like you. If you’re a warm, detail-oriented planner, your site should feel welcoming and thorough. If you’re a bold, edgy photographer, your copy should mirror that energy.

Andrea’s advice? Don’t create a persona you can’t sustain. If you curse in real life, it’s okay to let that seep into your copy. It doesn’t make you less professional, it makes you authentic. Couples book people they connect with, not personas.

Collaboration Between Design and Copy

Andrea and I have collaborated on many projects, including my own website copy. Working with her always reminds me that design and copy go hand-in-hand. Thoughtful copy makes design shine, and thoughtful design makes copy digestible.

If you’ve ever felt like your website “looks nice” but isn’t converting, chances are it’s a copy problem. Copywriting for wedding pros isn’t just about pretty words, it’s about strategy, psychology, and client connection.

The Challenge of Writing Your Own Copy

One of Andrea’s most relatable points was that even as a professional copywriter, writing your own copy is so hard. You can’t see yourself the way your clients do. That’s why outside perspective is essential—even the best copywriters need someone else to point out what makes their brand unique.

For wedding pros, this means:

• Asking peers or coaches what stands out about you.
• Collecting client testimonials to see what words they use to describe you.
• Accepting that your website copy will evolve over time as your business grows.

Quick Wins for Better Website Copy

Andrea shared several quick fixes that any wedding pro can apply today:

• Rewrite your headlines to be more descriptive and client-centered.
• Add at least 3–5 FAQs that reflect your couples’ biggest questions.
• Sprinkle in long-tail keywords naturally throughout your site.
• Reframe “I” statements into “you” statements.
• Make sure your starting price (or range) is visible without digging.

FAQs About Copywriting for Wedding Pros

What is copywriting for wedding pros?
Copywriting for wedding pros is the art of writing website and marketing content that connects emotionally with couples while clearly explaining your services. It blends storytelling, psychology, and strategy to turn website visitors into booked clients.

Why does pricing transparency matter?
Today’s couples—especially Gen Z—expect honesty upfront. Sharing a starting price or a range filters out poor-fit inquiries, saves time, and builds trust.

How do FAQs help my website copy?
FAQs answer the real questions couples are searching for and improve SEO by weaving in keywords naturally. They also make your site more user-friendly for skimmers.

What mistakes should I avoid in my website copy?
Avoid making your copy all about you, burying key info, or using generic headlines. Instead, make it client-centered, descriptive, and authentic.

How can I make my copy sound like me?
Lean into your natural voice. If you’re casual and fun, let that shine. If you’re polished and formal, keep it consistent. The goal is alignment between your website and how you show up in real life.

Final Thoughts

This episode was packed with gems about buyer behavior, authenticity in your copy, and practical ways to use your website as a client-experience tool.

🎧 Listen now on Spotify, Apple Podcasts, or right here on the blog.

And don’t forget to check out Andrea’s website for more resources and her Buyer Behavior Report 2025—it’s a must-read for wedding professionals.

Ready to Elevate Your Brand?

If you’re realizing your website and branding could use a refresh, I’d love to help. Together, we can create a brand and site that not only looks beautiful but also works as a powerful tool to connect with your dream clients.

✨ Inquire with Emily Foster Creative today and let’s build a brand that tells your story with confidence