US guru Myrna Plaisir Daramy says it’s important to dive deep into the psychology of a bride and explains the importance of a mobile-first approach to your web presence
This May, I had the honour of speaking at the third annual White Dress Society Retreat – a community created to establish community over competition within the bridal boutiques.
Beth Chapman, owner of The White Dress by the Shore, and former bridal store owner Charlotte Poling created The White Dress Society because they understand the importance of education and networking within the industry. It’s an amazing community focused on empowering bridal salon owners through education and connection.
During the retreat, industry leaders discussed how the mindset of today’s modern bride has changed. One of the key messages in almost every presentation was the importance of your business being mobile responsive.
According to a recent study from The Knot, brides are spending more time on their mobile devices and in front of their tiny screens. This is changing how they approach planning and shopping for their wedding.
As a result, it is most likely that their first encounter with your business will be on their phones. In order to make a good solid impression, you need to create an engaging, user-friendly experience. If your website is not mobile responsive, you’re inviting people to ‘x’ out.
Chances are if you have had your website updated within the past three years and are using platforms like Squarespace, Wix, Weebly, or ShowIt, then you have a mobile-friendly website – a website that has a fluid and flexible layout that adjusts according to screen size.
Most business owners don’t know they can make some tweaks to ensure mobile responsiveness; while being mobile friendly is not a new concept to the bridal industry, there still seems to be confusion on identifying exactly what mobile responsive actually means. To put it in layman’s terms, in order for your website to be deemed as mobile responsive you need the following:
1. Readable text, adjusted buttons and images
Have you ever visited a website on your mobile device and had to pinch or expand it just so you can read what it says? It can be a very frustrating experience which can deter visitors from learning more about a particular business or offering.
In order to ensure that the text is legible, the font size should at least be 12 px. Buttons should also adjust in size appropriately so that your fingers can click on them easily.
2. Adequate space for tap buttons or links
There should be enough space in between buttons so that website visitors can clearly click on the link they want to go to.
3. No horizontal scrolling
Mobile phones are typically oriented in the vertical or portrait position, so scrolling normally occurs in the up or down directions. Having a website with the scrolling capability from left to right is not acceptable.
4. Removal of intrusive content
A couple of years ago, Google started to crack down on mobile site versions and content that could be considered as intrusive or taking up too much real estate on your phone screen. The reason that Google started doing this is that they wanted the most important content to be visible and not hidden by popups or what could be considered interstitial content.
5. Click to call link and clear calls to action
Making it easy for brides to contact you is vital. Be sure to include a click to call link so that website visitors can just tap on your phone number and make the call.
In order to make your mark on the wedding industry, you must have a mobile-friendly website that invites your potential clients into an experience instead of giving them a headache. Start incorporating these small tweaks and adapting your website for the mobile viewer so you can book more brides in for appointments than ever before!
I can’t wait to see how it turns out.