Early in my business, I spent a disproportionate amount of time on pages that almost nobody visited and almost no time on the three key website pages that everyone visited.
My homepage was fine. My about page was a bit stiff and formal, sounding like a resume had accidentally wandered onto a wedding website. My service page had a few walls of text that I would not wish on anyone.
Yet those were the three pages I was sending every single inquiry to. “Head to our website to learn more!” I would say cheerfully, directing people toward copy I had not looked at critically in over a year.
Once I finally sat down and rewrote all three with fresh eyes and a clearer sense of what my ideal client actually wanted to know, my inquiry quality changed noticeably. This didn’t happen overnight, but within a couple of months, the people reaching out were more aligned, ready, and less likely to ghost me after seeing our pricing.
Here is what couples are actually looking for on each of these pages right now.
Exactly What Couples Want to See on Your Key Website Pages
Your Homepage: The First Impression and the Filter
Your homepage has two jobs.
→ The first is to make someone feel immediately that they are in the right place.
→ The second is to filter out the people who are not your ideal client, so you stop getting inquiries from couples whose budget and vision are not aligned with what you offer.
Couples landing on your homepage want to know three things fast: what you do, whether your aesthetic matches their vision, and whether you seem like someone they could trust with something as important as their wedding. Your copy, your imagery, and even your site’s overall feel all communicate those things before a single scroll happens.
What is working right now: specific, confident language about who you serve and what makes your work different. Not “I work with couples who love beautiful design.” More like “I create custom invitation suites for couples planning intimate, intentional celebrations where every detail tells their story.” The right person reads that and thinks: this is me.
Your About Page: The Trust Builder
Here is something that might feel counterintuitive: your about page is not really about you. It is about your client and why you are exactly the right person to help her.
Couples visit your about page because they want to know if they like you. Not your credentials. Not your list of publications. You. They want to know who you are, why you do this work, and whether working with you will feel good. The credentials and features matter, but they land so much better once the human connection is established.
What is working right now: a short, warm opening that speaks to why this work matters to you, followed by a natural transition into who you work with and what the experience looks like. Make sure to end with a clear invitation to take your next step. Your about page should not be a dead end.
Your Services Page: The Decision Maker
By the time someone lands on your services page, they are interested. They like your work and they like you. The services page helps them to know if this is actually possible for them.
Basically, they are looking for clarity on what you offer, a sense of what the process looks like, and some indication of investment, even if it is just a starting price or a range. The number one reason couples do not inquire after visiting a services page is uncertainty.
What is working right now: breaking your service page into clear sections with enough description that a couple can picture what it would actually be like to work with you. It should include your process, your timeline, and at minimum a starting investment. You do not have to publish a full price list, but leaving pricing out entirely is costing you qualified inquiries.
The SEO Layer That Ties Your Key Website Pages Together
All of the advice above is about making your pages more useful and more persuasive for the humans reading them. In turn, your SEO will naturally benefit.
Remember, Google rewards pages that are clear and satisfy what someone is looking for when they search. When your homepage tells Google and the page visitor exactly what you do and who you serve, is genuinely engaging, and your services page answers real questions potential clients have, it sends signals that help your pages to rank over time.
A few technical items to check on each of these pages:
- Keyword-rich page title
- Clear H1 heading
- Filled-in meta description
→ A side note on the meta-descriptions: Google has confirmed that meta-descriptions are not a direct ranking factor, but a well-written one does influence whether someone clicks through to your page, versus a competitor’s site. Make sure to write it for a human reading it, and not for the algorithm.
Start Here
Read your about page out loud, start to finish. Notice where it sounds stiff, vague, or like it was written for a resume instead of a real person. Then, find one paragraph that could be warmer or more specific and rewrite just that paragraph.
Small improvements on high-traffic pages add up faster than you think.
Ready to Go Deeper?
If you want help auditing your most important pages and making sure they are doing their job for both search visibility and converting the right inquiries, that is exactly what my SEO services are here for.
You can also start with the free SEO Starter Pack if you are just getting your foundation in place.
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