Creating a Website Content Outline for Wedding Industry Pros: What to Include on Every Page

Can I tell you one of the most common things I hear from clients right before we start their website project? “I have no idea what to actually put on each page.” And I always want to hug them through the screen, because this is SO normal and it is completely fixable. Figuring out the content for a website feels overwhelming until you have a framework, and then it becomes obvious.

Today I’m giving you that framework. This is essentially the content outline I walk my clients through before we start any website design project. Every page, what it needs, and why. Let’s go!

Strategic Homepage Content: Beyond Pretty Pictures

Your homepage has one job: make the right person feel instantly at home and point them toward the next step. It is not a portfolio. It is not a brochure. It is a welcome mat that says “yes, this is the place for you” to your ideal client and gives everyone else a polite exit.

Every homepage needs: a clear hero statement that tells them exactly what you do and who it’s for (in their language, not yours), a brief introduction that gives them a sense of your personality, a highlight of your work or services, social proof in the form of a testimonial or press feature, and a call to action pointing toward your most important next step — usually your portfolio or contact page. That’s it. Clean, clear, compelling.

About Page Content: Converting Visitors Through Connection

I have a whole post about About pages (go read it! It’s one of my favorites.), but the short version is this: lead with your ideal client, not your bio. Describe them and their dream so specifically that they feel seen, THEN introduce yourself as the person who’s going to help them get there. Include a real personal story, a strong testimonial about your working style, and a clear next step. The About page should feel like a conversation, not a resume. Come see how this looks across real projects in my portfolio.

Services and Investment Page Content: Qualifying and Converting

Your services page has two jobs: attract the right clients and gently filter out the wrong ones. That means being specific about what you offer, who it’s for, what the experience is like, and giving people enough information to know if they’re a fit before they reach out.

Don’t hide your pricing entirely. I know this feels scary, but a potential client who reaches out with no idea of your investment range and then panics when they see your pricing is not the client experience either of you wants. Give them enough context — even just a “starting from” or an investment range — so that the people who inquire are people who are actually ready. (Curious about how to present pricing beautifully? Grab my pricing guide for a real example.)

Portfolio and Gallery Content: Beyond Just Images

Your portfolio is not just a place to dump beautiful images. Each project feature should tell a mini story: who the client was (briefly), what you created together, and ideally a quote or result. This context turns a gallery into social proof. And strategically, it also helps with SEO — when your portfolio entries include real venue names, locations, and specific details, those pages can rank in search and bring in warm leads on their own.

Organize your portfolio thoughtfully too. If you do both weddings and elopements, keep them separated so a potential elopement client can find “their people” quickly. The easier you make it to find the thing that feels most relevant to them, the longer they stay and the more likely they are to inquire.

Blog Strategy: Content That Converts

Your blog is an SEO engine, a trust builder, and a relationship starter — all in one. The key is consistency and strategy. Regular posts featuring real weddings (with venue names, locations, vendor credits) build your local search presence. Educational posts that answer your ideal client’s real questions warm them up before they ever find your services page. Together, these create a content ecosystem that brings people to you and keeps them engaged once they arrive. Check out the blog for examples of how this works in practice!

The Contact Page: Converting Interest to Action

Your contact page is NOT just a form. It is the last page someone visits before they decide to reach out, and it needs to earn that inquiry. A few things that make a big difference: a short, warm intro paragraph that makes them feel good about reaching out (not a cold “fill out this form”), a strong testimonial right above the form, and a form that doesn’t ask for fourteen pieces of information before they’ve even heard from you. Name, email, and two or three key questions is plenty to start. Save the deep dive for after you’ve made the connection.

Also: make sure your contact page is easy to find from every page on your site. A CTA in your navigation, in your footer, at the end of your services page. You want the path to reaching out to feel frictionless.

Creating Your Website Content Plan

Here’s how I’d approach this if I were starting from scratch. Set aside two hours and go page by page. For each one, write out the answers to: Who is this page for? What do I want them to feel when they land here? What do I want them to do next? Once you know those three things for every page, the actual content almost writes itself.

Don’t try to be perfect. Write your content in your actual voice, the way you talk to a client on a discovery call. You can always polish it. But the bones of your website content should sound like you — warm, specific, real. If you want a beautiful website to put all of this content on, our Showit templates are a fantastic starting point, with all the right page structures already built in.

The Bottom Line

Your website content is the heart of your online presence. The design can be absolutely stunning, but if the words aren’t doing their job — if they’re not speaking directly to your ideal client, telling your story, and guiding people toward inquiry — the design is just decoration. Take the time to get this right and watch how differently your website performs.

You’ve completely got this. And if you want a second set of eyes on your website content or structure, that’s something I love doing. Come find me on the contact page anytime.

Cheering you on,
Sarah