Follow these Frequently Asked Questions best practices to provide clarity to your potential clients!

Instead of allowing your FAQs to collect dust, follow these FAQs page best practices for your wedding business. There’s a highly underestimated website page in the wedding industry: your Frequently Asked Questions page. When working with our clients, we make every effort to use the FAQs section or page as effectively as possible, so that it serves your potential clients and helps you to get more aligned inquiries. 

A free resource for you:

If you want to jump right into it, you can download my list of Compelling Frequently Asked Questions ideas here. This will help you kick-start some ideas so that you’re not sitting at your computer with a blank section, scratching your head about what the heck to include.

Let’s talk about what an FAQs page is:

An FAQ’s page on a website is a section that provides answers to your most frequently asked questions. It’s designed to help your website visitors find the information they need quickly and easily, without having to contact you. In my opinion, this page is even more valuable for you than it is for your visitors, because it saves you time!

Do you need a whole page for your FAQs?

To be clear, you don’t have to reserve an entire page on your website for your Frequently Asked Questions. You can make them a single section on your website. We have done both for our clients. See this example on our client Pétillante Wedding’s website, where we included an entire page for her FAQs. 

This has served her well, because Nicole has been in business for over a decade, and the nature of being a destination wedding planner in France comes with a lot of questions from her American, Australian, and British clients. We categorized this page under her “Resources” tab, where people can also take a look at her past client testimonials and recommended venues. (If you’re bored, take a look at the stunning French chateaus that Nicole gets to work with!).

When working on a different wedding planner client’s website – Daisy and Sun Events – we opted to include her FAQs on her Packages page. This was a great spot because she lists her packages and prices directly on her website, so visitors can get that information and then read about her process and policies on the same page. On a wedding photographer’s website, we chose to include his FAQs on his “The Experience” page.

Side note: I love Experience pages for clients, especially photographers and wedding planners, because your website visitors can get a strong feel of what to expect throughout the process. This is incredibly important because the reality is that most people haven’t gotten married before working with you. They have no idea what to expect when they’re booking your services, so an Experience page (along with your FAQs!) helps them to feel more comfortable. Comfortability equals trust, and trust equals brand connection, which equals your clients feeling good about investing in you and your services.

How to transform your FAQs page:

Alright, you probably get it. I could go on about Frequently Asked Questions examples all day, but let’s get into how you can optimize your section or page (whatever path you choose!). 

Similar to the diamond industry, I’ve put together 4 C’s to help you understand how to transform your FAQs section: 

1. Clarity: we want to clear up any confusion
2. Connection: we want to have people connect with you over a competitor
3. Charisma: we want this section to feel fun, so people are inspired!
4. Confidence: we want your visitors to have the information they need to feel good about reaching out.

With that, let’s get into the FAQs Page Best Practices for your Wedding Business:

FAQs Best Practice #1: Provide clarity where the rest of your website might not

A good website should provide loads of clarity everywhere. Notice I say clarity – not information. We don’t want to overwhelm your website visitors with a lot of fluffy copywriting or hundreds of galleries they’ll never look at. However, we do want a good, lengthy amount of copywriting on your website, in tasteful areas. And, we want to include enough of your work so that people have a great idea of your services, style, and experience. 

Unlike other pages, where we might not want to include as much text, your FAQs page or section is a great place to be intentionally wordy. We can use this section to talk about anything and everything from your cancellation policies to your alcohol policies if you’re a venue. 

If there’s a common question you get from inquiries or booked couples, put that question in this section! Your FAQs will be an ever-evolving section that should serve as your little assistant to help your inquiries. 

FAQs Best Practice #2: Connect with your website visitors to show them that you’re the vendor for them

If you have a specialty or a unique policy that you know your competitors don’t, put it in this section. An example that I have is engagement shoots. If you’re a photographer and you notice that your competitors in the same city aren’t typically including engagement shoots in their wedding packages, have a question like “Do you include an engagement shoot in my package?” so that your visitors can see this info. It will make the difference of whether they reach out and could be why they book you over a competitor. 

Another example is discussing if you do hair and makeup as a hair/makeup artist. Some vendors only do makeup and others only do hair. If you provide both services, that’s a great service for couples!

FAQs Best Practice #3: Charisma: use this section of your website to be attractive to your potential clients!

Use this section to be charismatic AKA charming! This section doesn’t have to be boring. It’s not a yellow pages listing or a contract! Use your FAQs to showcase some of your personality. If you tend to be a little sarcastic or sassy, this is a great place to show that. 

If you have an unpopular opinion, share that here too! One example is: say you are very passionate about being transparent about pricing, and you notice your competitors don’t include pricing on their website. You could write a question and answer about this in your FAQs section to highlight that.

FAQs Best Practice #4: Give your website visitors confidence that they can reach out and feel good about investing in your services.

By providing clarity, connection, and charisma to your visitors, we’re building confidence. We want to use this section to make your clients really comfortable with what they’re getting into. 

Use this section of your website to nurture your visitors and pump them up, so that they know you’re the vendor for them!

Here are some concrete ideas for your website FAQs:

Talk about the services that you offer:

It’s important to list at least some, or all, of the services you offer to ensure the customers know what they can expect from you. Every wedding business works a little differently in this area, and I’m not going to tell you that you need to list all your pricing and what’s included in every single package, but you could. Some good questions to consider would be what adjacent services you include, what you absolutely will not do (even if people pay extra), and what your bread and butter services are.

For example, I’ve had wedding planner clients who will address invitations for their clients, and wedding planner clients who would absolutely hate that. If you are passionate either way, consider including that detail in your FAQs. 

Talk about your pricing (if it aligns with your brand):

Clients always want to know how much they should plan to spend on your services, but the timing for when you share pricing does differ based on your wedding business type and market. For some vendors, it’s really important to be upfront about your pricing so that you don’t lose a sale to a competitor. However, some vendors, especially vendors like high-end (6 figure weddings) wedding planners or photographers, your ideal client might be looking for a more custom solution to their problems. In that case, it might be better to include a more general Frequently Asked Question. An example would be a ballpark figure of how much your past clients have invested in your services.

Mention your availability:

I get that engagement season can be busy, and your availability is ever-changing. However, your FAQs is a great section to include a general glimpse into your schedule so that clients know if you’re a good fit to work together. For example, if you’re a venue and you’ll only accept weddings on weekends, be sure to include that. If you don’t work through the winter because you don’t have a great indoor space, mention that.

It’s also a great idea to mention how far people should book out your services. If you’re an elopement photographer and you only accept, say, 12 weddings per year, let your website visitors know once you’re booked out for the current or next year. It’s possible that some people may still reach out if they really love your work, but you’ll save time from getting on consultation calls with people who aren’t a good fit timing-wise.

This information will help your website visitors plan their wedding accordingly and avoid any last-minute miscommunications.

Give insights into your booking process:

Like I mentioned earlier, there is a lot of confusion with newly engaged couples when it comes to planning a wedding. I’ve been there. It can be difficult to understand how various vendors work. This is why it’s so important to give your inquiries clarity into what they can expect from the process. The truth is, a lot of vendors aren’t doing this. So if you can provide even a little free value by educating your potential clients, you’re leagues ahead of other vendors.

Use your FAQs to outline the steps involved in booking your services, such as filling out a form, jumping on a sales call, putting down a deposit, and signing a contract. If you’re a wedding photographer and you include engagement sessions in your packages, this is a great place to mention that! This is one of the reasons I included an FAQs section right about a process section in our White Azalea Showit website template, designed with high-end photographers and wedding planners in mind.

Talk about your refund and cancellation policies:

Be transparent about your policy on refunds and cancellations. We’ve all been through the last several years, when original wedding dates can get moved. Use your FAQs to describe the circumstances under which a refund will be given. Also explain any fees that may be associated with a cancellation. This will help your potential clients make informed decisions and avoid any misunderstandings in the future. (Well, at least we hope it will. Some people still don’t read, so be prepared to reiterate these policies on calls and in your contract).

If you’re a photographer, this is a great place to talk about what people can expect if you end up being sick and unable to attend the wedding. Do you have a second shooter, or a network you can lean on? This is also a great area to mention what you would do if (*knock on wood*) you lose the couple’s wedding photos.

I know, I know, we want to hope for the best and hope that these scenarios won’t happen. But, the reality is, things happen. Your potential clients need to feel confident that there are back-up plans or policies in place to protect them if shit hits the fan.

FAQs might have felt boring before, but not anymore! I hope you have an idea of how important they are to your service-based business! We’re in the business of serving people, and this section is designed for that. We also want to save you hours of emails, extra calls, and unaligned inquiries. Vetting the right clients for your business will do this.

Still lost about what questions to include in your FAQs page? 

Download my freebie for Compelling and Useful Frequently Asked Questions for Wedding Pros here. I’ve detailed really clear FAQs to use whether you’re a wedding planner, calligrapher, venue owner, photographer, officiant, florist, or more. 

Don’t see your wedding business type on the freebie? Contact me and I’ll add a page! I want this to be an ongoing resource for the community, so it will be updated over time. 

Want someone to do all this for you? 

If this feels overwhelming and you’d rather not update or redesign your own site, I’m here for you! Contact me and we can talk about the details of your project. I have a library of Showit website templates you can choose from, and I also design custom packages for clients, to give you exactly the solution you need.