Call to actions are how you get your audience to do something. That something might be leave a comment, go to the next page, or book with you. They’re how you get your people to get to the next step and keep exploring your world.
And when used effectively, CTAs will increase your bookings, boost your traffic, and foster a community amongst your followers.
In short, calls to action are essential in your wedding business marketing. However, despite their importance, I constantly see calls to action being overlooked. To ensure you always reap the benefits of a powerful call to action, I’m explaining the best ways to effectively use calls to action in your website copy and your wedding business marketing.
What is a call to action?
A call to action tells your reader what to do next. Although CTAs come in different forms, their purpose is always to encourage the reader to take action.
Why do call to actions matter for your business?
Calls to action are essential because, as consumers, we won’t do something unless directly told what and how to do it.
I want wedding pros to sign up for my marketing newsletter for free weekly marketing tips→ I tell wedding pros on my website & social media to sign up for my newsletter.
It might sound basic. And as a small business owner, I’m wondering, why wouldn’t they want to sign up? My newsletter provides so much value to wedding planners, photographers, and other creative businesses looking for website copywriting and marketing help.
But the reality is, these people won’t sign up unless I directly tell them to.
Side note: sign up for my weekly newsletter for the best tips and guidance from my 3+ years as a website copywriter & brand messaging strategist here.
My clients want couples to book a consultation call via their website → we use CTA buttons on the homepage of their website to take people to the booking page. If we didn’t, couples wouldn’t know how and wouldn’t do what we want them to.
Call to actions produce the desired result from our marketing.
Do CTA’s need to lead directly to sales?
Your call to action doesn’t (and shouldn’t) always be targeted toward making a sale. Encouraging sales through your CTA might be to book a call, buy a product, or invest in a service. Although these are common and necessary call to actions, you can use CTAs for other purposes.
One of the most common ways I use CTAs for my wedding business clients is to build community. At the end of their blog posts, we’ll direct their audience to other content they might find useful. If they have a free resource, we’ll promote this on the website using a custom CTA to encourage downloads.
The most important thing to consider when creating content is what do you want your clients to do/get from consuming this? The answer is what you’ll use for your call to action.
Where you should be using call to actions
Not utilising a call to action means missing an opportunity to expand your community & promote sales. I believe everything you produce should be paired with a genuine, authentic call to action.
Website copy
Your website copy is an intricate web of call to actions that guide readers across your site. Call to actions are positioned in different areas around your website, so your audience can take the correct action when it feels right for them. Although not every call to action on your website will be to book with you, they should all lead up to this final destination.
Homepage mini bio → About Page → Service Page → Consultation call → Booking
This is the standard layout and user experience on a wedding business website.
As a website copywriter, I’m very passionate about ensuring your call to actions are clear and compelling, so your traffic clicks and sticks around to keep reading.
Blog content
Blog content CTAs depend on the content of the post. If you’re writing about a service you offer, your CTA can be to the service page that shares more information on this. For purely educational blog posts, I recommend suggesting other content you’ve created on a similar topic and telling your audience “If you found this post useful, check out [X]!”
Call to actions for wedding pros
According to affiliatiz.com, “Personalized CTAs convert 42% more visitors into leads than untargeted CTAs”. I love a custom CTA. However, it’s important to ensure your call to action remains clear. Supporting copy should tell your audience where they’re going once they click on your CTA.
Here are a few creative & clear call to actions you can use on your wedding blog & website from your friendly neighbourhood website copywriter (that’s me!)
Website call to actions for wedding pros from a professional website copywriter:
Booking wedding services
→ Book now
→ Book today
→ Book a consultation
→Book your discovery call
→ Schedule a consultation
→ View services
→View wedding packages
→Choose your custom service
→Pick your wedding service
→Explore services
→Choose your service
→ Learn more
→Work with us
→Scroll through the services
→Start the planning process
→Discover more
→More details
→I need the deets!
→The need-to-know-info
→Details
→Start here
→Celebrate with our help
→Give me the details
→ Become a [business name] bride!
→ Start planning your day today
Click-through to the About Page
→Tell me more
→ My story
→My journey
→ My why
→All about me
→See if we vibe
→More on me
→Get the full story
→Get to know your gal
→Let’s be besties
→Get to know [insert name]
→See if we’re a match made in heaven
→Your [insert business- photographer/wedding planner]
→A snapshot of my journey (for photographers)
→Grab a coffee & let’s get to know each other
Click-through to your portfolio
→View my portfolio
→View the case studies
→See the magic
→See what we can do
→See how we bring dreams to life
→Past adventures
→Past weddings
→Past work
→Our brag-worthy events
→The archives
→Recent work
→View previous [location] weddings
→Pinterest-worthy wedding inspo
→All the wedding inspo you need
→Browse our/my work
→Our favourite events
Blog call to actions for Wedding Pros
Add call to actions to the bottom of your wedding blogs to keep providing value to your potential leads. Here are a few phrases you can use to keep people engaged and encourage them to take action:
→If you enjoyed this post, you might also enjoy [X]
→Learn more about [topic] here!
→Good read? I know you’ll love this post too!
→Learn more about [topic] here
→Explore similar posts
→The journey doesn’t stop here. Your next chapter is ready
→Keep reading
→Looking for more? I’ve got you.
→Popular posts on [topic]
→Keep learning
→Featured posts
→Grab a coffee & keep reading
→Explore our favourite posts
You might decide to promote your services rather than other posts at the end of your blog post. The most effective way to do this is to link it directly to the topic of the post. In the example below for In Ink Weddings & Events, we’ve linked Sydney’s venue curation services because the post explains how to find your wedding venue in Austin, Texas. The CTA is relevant to the post and useful for those interested in the topic.
Developing the habit of adding a call to action to every piece of content you create is the best thing you’ll do for your wedding business marketing.
Make sure your website copy has appropriately placed call to actions throughout. You can do this yourself or by working with a professional wedding website copywriter.
Your call to action doesn’t have to be bland and boring (it’s better if it’s not). Showcase your personality and engage your ideal client with custom CTAs people can’t resist clicking on. But remember, clarity trumps creativity, and people need to know what they’re clicking on!
If you’re looking for a wedding copywriter to help you craft and implement effective calls to actions on your wedding business website, I’d love to help! You can click here to explore my signature custom copywriting services.
