The secret to capturing couples' attention on The Knot is an eye-catching profile page, starting with the perfect signature image. Whether you're considering a buying a storefront or you've had one for years, we highly suggest you make sure you've done the following five checks!
1. An Eye-Catching Hero Image
Couples will spend less than 3 seconds on average scanning your profile page on The Knot to decide whether they're interested in you. The number one way to grab their attention and create a positive first impression is to have a signature image (that first image in your profile) that really sells your brand and business. Before you settle on one, we suggest you spend some real time investing in that image. Test out a few of your favorite images and see which ones have the highest conversion rates (as in drive the most views).
2. ...And a Highly Curated Portfolio To Follow
Yes, your first image is the image that will pull in couples' and get them to click on your profile. But if the rest of the images in your profile aren't also high-quality, you're likely to turn away couples.
A few factors to consider when uploading images to your storefront:
- Ideally, your photos should be horizontal (that way you use as much real estate as possible to sell your work).
- Every photos should be high-res (it should never look grainy or fuzzy).
- Avoid using close-ups of couples faces (unless you're a makeup artist!). Real wedding photos are great but you should choose images that only show off your work and style -- rather than your couples' facial expressions!
Below is a good example of a profile on The Knot that is very well-curated with high-quality images that help to reinforce the venue's key value points and sell their space.
3. A Catchy Title & Short Description
After your photos, couples are most likely to look to one of two things: your reviews (more on that next) and your title and short description beneath your images. So think about what you would say about your business or product in just a short sentence -- or even in just three or four words. And when it comes to the description beneath the title, you'll want to make sure it reads as personal as possible. Some pieces of information you might want to include in your description:
- What couples love the most about working with you
- Your company mission and values
- What makes you unique and different from your competition
- Why you love your couples and their weddings
The example below is from husband and wife photography team, The Hons. Notice their title ("Classic, Candid + Attention to Detail") are clear and simple and made up of three values they try to uphold in their work. For their description, the tone is super celebratory, written in first person and very conversational.
4. Lots of Recent, Rave Reviews
Beyond your fabulous hero images and your well-written title and description, you should be laser-focused on ensuring you have quite a few recent and rave reviews of your work from past couples. Our data shows that reviews are becoming increasingly important to the decision-making process. In fact, profiles on The Knot that have a four or five-star review are more likely to see engagement with couples versus those that don't. Add to that, you'll see on average 3 times more leads with a Best of Weddings award (meaning your received 10 or more 4 or 5-star reviews in a year) ribbon.
How to make sure couples are reviewing you consistently:
- Reach out to couples 2-3 weeks after their weddings via email asking them to review you on The Knot (don't forget to include the link to your profile page)
- Follow up with another personal email 2 months after their wedding day if you still haven't had a review from your couples. Tip: Keep your note celebratory and personal. Wish them happy 60 days of newlywed status and wish them well.
Below, this bridal boutique does a great job of not only maintaining a large number of recent and rave reviews. They also take the time to respond to each and every one of their reviews on The Knot with a note to their reviewers. That's not only great customer service -- it signals to future couples that you take your clients needs seriously!
5. A Pro Head Shot and Super Personalized Bio
Your head shot and short bio are two more elements to your profile that will help to introduce yourself to couples as their scanning your page and deciding whether to message you. For one, you should make sure that you actually have a head shot uploaded to your profile (you'd be surprised how many businesses do not!). The next step is to write a conversational bio about yourself. This is your chance to tell your story and how it relates to doing business with your clients. Some pieces of content you might want to include in your bio:
- Why you got started in the business
- What you love the most about working with your couples
- Where you're from
- Whether you work with a team or fly solo
- Your favorite hobbies, foods, sports teams, animals, past times (anything that gives another person the opportunity to relate to you)
The example below is a good one -- she provides a little background on herself and why she's the perfect person for the job while still coming across as friendly and approachable.
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