As a copywriter for wedding vendors, let me tell you something very important. Your website copy has one (1) main job. And believe it or not, that job is not to make you sales. Of course, if your website copy is working they way it should, it will ultimately make you sales. But that’s not what you should focus on while writing your website. So what should you focus on? 

T R U S T. 

Trust is at an all-time low in the wedding industry, and honestly, I’m not surprised. Everyone knows someone who has had a terrible wedding vendor experience, especially during the pandemic. However, five years later, people are still looking askance at the wedding industry. 

Why? 

Because prices are skyrocketing. Vendors ghost their couples. Hidden fees come out of nowhere. And there’s an overall lack of transparency, communication, and consistency. It’s 2025 now, and I had a destination wedding planner completely ghost me on a consult call just a few months ago. And we wonder why couples don’t trust vendors. 

But here’s the thing. If you’re reading this, I know you care about your couples. I know you want the absolute best for them! You would never ghost them, or hit them with a hidden fee a few weeks before the wedding. I know that. But your couples don’t. 

Which is why your website copy’s number one job is to create trust. 

How to Build Trust Through Your Website Copy 

Transparency 

Being transparent is the best way to build trust in your website copy. And when I say “be transparent,” I mean with everything. First, be transparent about who you are! Weddings are intensely personal events. Couples want to work with wedding vendors who get them. They want to work with vendors they actually enjoy being around and can vibe with throughout the best day of their lives. 

Transparency also extends to the nitty-gritty parts of business. Put your prices on your website. Be clear about how long your process takes. The last thing couples want is to inquire, fall in love with your work, and then realize you’re out of their budget. You save your clients and yourself a ton of time and energy when you’re transparent from the get-go. 

Social Proof 

Include reviews in your website copy! Reviews (aka, social proof) are monumental in building trust with your clients. Scatter reviews throughout your website copy that highlight specific things you’ve done for your clients and share how you made your couples feel. Reviews show potential clients that you’re trustworthy. If you’ve done it for a client in the past, you can do it again. 

Educational Material 

Most of your couples have never planned a wedding before. They’ve never hired vendors, found a venue, or set a budget for this type of event. Which means that they have no idea what they’re doing. They’re afraid of being taken advantage of and rely on websites like The Knot and Wedding Wire to tell them what to do. 

You can show you’re trustworthiness by sharing educational material about planning a wedding and hiring vendors. Share your experience and show couples that it doesn’t need to be scary and overwhelming. You can be their guide. 

Consistency 

Being consistent will set you apart from the average wedding vendors. The first thing couples will notice is inconsistency in your website copy. This ranges from simple things like pronoun usage (pick “I” or “we” and stick to it!) to your brand voice. You don’t want your homepage to sound completely different from your About page. You don’t want your Instagram to feel like a completely different person than your website! 

Try to be consistent about sharing information, too. If you have a blog, try to post on it at least twice a month. First, this shows your clients that you are alive. Second, it shows Google that your website is active so it doesn’t get buried in the graveyard of abandoned websites. 

Overwhelmed by Writing Website Copy? 

When you’re looking to build (or rebuild!) your website, you have a lot to consider: your platform, your design, the colors, fonts, and logos. Website copy can feel like an afterthought. 

But I’m going to tell you a secret. The greatest web design in the world won’t do you a lick of good if your couple doesn’t trust you. There are a lot of pretty websites out there. And there are a lot of great wedding vendors, too. So why should a newly engaged couple choose you? 

Well, because they trust you. They felt seen and understood in your website copy. And they wholeheartedly believe that you can do everything they need you to, and more. You create this connection by writing personal website copy that connects with your client on a heart level. That’s why I always call myself an “empathetic copywriter.” Because I understand that to build trust with your clients, your website copy needs to make them feel. 

Do you want heartfelt website copy that builds trust with your clients? Then we should totally chat. Click here to fill out my contact form. I’d love to schedule a call with you and hear all about your wedding business.

Photo Credit: Carina Danielle Photography