Brian Lawrence – How to achieve next level, authentic content on your website!
Are you content with your content? If a couple landed on your website, would they immediately see what makes you different, or could anyone else put their logo on your site and say the same things? Is your content showing off your originality or just blending you into the crowd? In this guest episode, Brian Lawrence and I unpack why generic content is underperforming, how reviews and real experience help you stand out, and what fresh strategies you should try so clients know exactly why they should choose you.
Listen to this new episode for practical tips on making your content truly original and strategies for boosting your authority in a crowded wedding market.
About Brian:
Brian Lawrence is the co-author with me of “From Browsing To Booking” and producer of the Inclusive Wedding Summit. His agency is the go-to web design and SEO resource for numerous wedding industry authorities and also consults with many businesses on website and seo strategies. He was homegrown in the industry, owning numerous wedding businesses and serving as VP of a national wedding brand.
Contact Brian:
https://www.brianlawrence.com/meeting-with-brian-lawrence/
https://www.brianlawrence.com/
If you have any questions about anything in this, or any of my podcasts, or have a suggestion for a topic or guest, please reach out directly to me at [email protected] or visit my website Podcast.AlanBerg.com
Please be sure to subscribe to this podcast and leave a review (thanks, it really does make a difference). If you want to get notifications of new episodes and upcoming workshops and webinars, you can sign up at www.ConnectWithAlanBerg.com
View the full transcript on Alan’s site: https://alanberg.com/blog/
Episode Summary
In this episode, I sit down with my good friend Brian Lawrence to dive deep into a topic that affects every wedding business: how truly original and effective your website content is—or isn’t. Brian and I explore why so many wedding business websites sound exactly the same and what that sameness really costs you when potential clients are trying to make a decision. We discuss the shift from old-school SEO, where keyword stuffing was king, to today’s new landscape powered by AI, where content has to serve multiple purposes. Now, it’s all about answering real questions that couples, clients, and even search engines—or more specifically, answer engines and generative engines—are actually asking.
Brian explains the difference between SEO, AEO (Answer Engine Optimization), and GEO (Generative Engine Optimization), breaking down how AI is changing what Google and other search engines expect from websites. We get into practical strategies, like using FAQs on every major service page, and why separating information about different services makes your business look more authoritative. We also cover the crucial importance of blogging, especially about events at specific venues, and how to tailor content so it’s unique, emotionally resonant, and demonstrates real expertise, not just generic promises.
We talk about the power of online reviews, not just as social proof, but as a gold mine for truly original content. Brian shares how he uses actual client phrases and emotional moments from events to shape website headlines and storytelling, making sites stand out and feel authentic. By the end of the episode, we lay out concrete steps you can take to evaluate your own content for originality, make it more inclusive, keep it fresh, and leverage both your expertise and your clients’ voices. If your website content could just as easily belong to your competitor, this episode will help you change that—quickly and authentically.
Are you content with your content? Listen to this episode, see where we’re going. Hey, it’s Allen Berg. Welcome back to another episode of the Wedding Business Solutions Podcast. I am so happy to have my friend Brian Lawrence back on again today. How you doing, Brian?
I’m good. It’s always—I just feel like it’s like a playdate when we’re together on the podcast.
Absolutely. And this is something where you sent me an idea, you’re like, or maybe did you write an article about this, something where you said, are you content with your content? I was like, ooh, ooh, that’s good, that’s good. Let’s go talk about that one. So where did that idea come from?
Well, just in general, there’s so many different thought processes about content. And a lot of times you see different wedding businesses that are basically sounding the same. I mean, they’re, you know, they’re saying the right things, but if you just copy and paste what they say, it could apply to any business. And so how does a couple, you know, discern? Of course, there’s the visual experience. I mean, of course, that’s often even more important, is having the right imagery, the right video, the right headlines. But when you get down to the content and someone’s really reading and there isn’t something that shows originality or creativity that quenches the thirst for differentiation, I think that it’s making that website underachieve.
And I know that you’ve been doing so much with AI. I remember back like 2 years ago at Wedding MBA, we did that mastermind, and you started showing, like, you did AI reports of improved content for all these businesses. I said, Alan, you have found your calling and you’ve really run with it. I mean, you really have become a thought leader in this and it was really needed. I mean, you had a number of people that were starting to talk about it, but you just own it, my man. I mean, it’s really something. Great contribution.
Well, thank you, Brian. And you know that before AI, we were saying this, which is, if I take your website and I take your logo off and I could put somebody else’s logo on and they could fulfill everything that’s on the page and it would apply to them, then there’s nothing original about what you’re saying. There’s nothing unique about what you’re saying.
And like you said, you have to say the important things. Of course, you’re going to be professional and do all the right things, but a lot of that is table stakes. It’s expected. If you’ve been in business for a while in this industry, you’re professional and the experience is going to be good, but there’s nothing different about it. And what AI has done is it’s given people a tool to be less original faster.
You know, because you start with this blank page and say, okay, let’s write some content for my fill-in-the-blank type of wedding business page, event business page, whatever. And then you end up with this generic stuff. And, you know, what I’ve been teaching with AI is how to be more original with the content, to say the things you need to say for SEO. But now it’s also AEO, GEO, which we’ll get to in a minute.
And there was a time, I’m going to call maybe 10 years ago, where the SEO people were the strongest people in the room and the keywords were all over the place and the phrases were all over the place, but the site didn’t read well. Right? I mean, do you remember those sites?
Yeah. I mean, we always tried to stay away from them when we designed them, but it just basically was Google-ese.
Yeah. You’re writing to fulfill the search engine, but not the people once they got there. And it would be like designing the outside of your building and it attracts people to come, and then they walk inside and you’re sitting on folding chairs, you know, on an old door for your desk. Like, whoa, whoa, wait, it’s beautiful outside. What happened here?
And that’s what’s happening. So now the content, we’re feeding like 4 different masters, right? The couple or the client, if it’s not wedding, the SEO for the search engines, the AEO, answer engine optimization for AI, and then the GEO, the generative—that’s not easy to say—the generative engine optimization, which is a different part of the AI.
So why don’t you help us out here and understand this? I think most people listening understand the concept of SEO, search engine optimization. I do a search on Google and you want to show up, right? So you have to have the right words and phrases. How is AEO and GEO different?
Well, what’s really changed a lot is that it’s no longer keywords. It’s more like questions and being an answer to that question.
Right.
And even if you go on Google, on every Google search, you will see “People also ask.” So Google is even prompting you to create—to get the better user experience—these are questions that you might ask as well.
And now also, even when you’re on Google, Google is understanding that they’re getting a lot of competitive forces that are taking away their share. So they’re greatly leaning into AI. They’re leaning into AI. As soon as you get to the website, to a Google search, they’re inviting you to continue the search in AI. And it’s much more of a conversation where you can get so many more finer details.
So those finer details are things that AI appreciates knowing about on your website. A lot of it is no longer having to just spell out where you are, what you do, because Google can know that from—they could even know it from imagery. But it’s more of you establishing yourself as an authority.
So how does a wedding business do that? So let’s just categorize all of the businesses that are not venues.
Mm-hmm.
A lot, if you show your expertise at a particular venue, that shows Google AI that you’re an authority and they will rank you better. Like you could actually be, if someone is searching for a venue by name, with the right approach, I mean, you could be mentioned, well, this DJ often is at this venue. So there’s just a lot of—
Yeah, this is, you know, you’ve spoken a lot about blogging and the importance of blogging to get this fresh content. Like, if you blog about, I was at this venue, and then every time you do an event, you blog about that, even if it’s 300 words, you’re mentioning all of these venues, the cities, the states, like the SEO words.
But then the AEO. Let’s go back to the questions and answers part, because this is how we train Ask Alan Anything. So this podcast—only I don’t do this with all my guest episodes; Brian allows me to do this with my guest episodes—my solo episodes, the transcript goes into Ask Alan Anything, but that’s not enough because that’s just a whole bunch of words.
We then chunk that into questions and answers that people might ask about that topic. So for this, people might ask about how do I do AEO or GEO or things like that? And we have to have those questions and answers.
And that’s how I trained Ask Alan Anything in the first place, was on all—at the time, 13 books, now 16 books—and then on the hundreds of podcasts. We didn’t just put the transcript in, we put the questions and answers.
So people have had FAQs on their website. This is kind of like an FAQ on steroids, right? Is that what people need on their sites?
Well, it’s an FAQ on steroids for a number of reasons. It used to be that you would just have one FAQ page for your whole website. Now it’s more about having FAQs on every one of your important pages as almost like a recap of the content on that page that is like an easy SparkNotes for AEO and GEO to grab in a way that they like getting that content.
Okay. So right on every page.
Yeah.
I mean, on every, you know, on the major pages, the major pages.
Yeah. Say like the event pages, because there are different questions depending on the event or different services. There are different questions depending on the services.
All right. So I want to drill down on this a little bit because when somebody is making a website and they do multiple services—even if they only do weddings, but they do multiple services, right? So a photographer that also does video, that also does photo booths. I’m just making this up. Or a DJ that has lighting and photo booths or whatever.
For AEO, GEO, and also SEO, is it better to have all of that information, like everything they can do for a wedding on one page, or each of those services on a separate page?
The more granular you are, the better it is, because even when somebody is searching, if you have a page focused on that particular service, that gives you more expertise and credibility on that service.
So it would be better, so have a wedding page—again, we’ll go back to the DJ—a wedding page that says, for weddings, we do all of this, and if they have a corporate page, these are the things we do for corporate. And then they have a mitzvah page or a quince page or whatever, right? So like that. Now that page could get pretty big, right?
Yes. I mean, it’s really important because, thinking about a wedding couple that’s looking, they are much more rooted in passion and emotion. A corporate buyer for a DJ is—they just want success. And they want to know that you have their back and you’re going to make it easy for them. So they have different needs, and you want to prove on a corporate page by case studies.
So with couples, one of the best ways of proving your worth is showing your expertise at the venue that they chose. Everybody in the industry understands the value. And we remember back during COVID we did 2 webinars on the venue-vendor relationship.
So it’s all different dynamics, but nobody would disagree the importance of how much of an influencer the venue is for vendors. So if you’re showing expertise, like, you know, many wedding vendors, they try to get on venue lists, but they don’t even have it on their website. Someone goes on the homepage and you have your WeddingWire and Knot Today credibility, but why not list the venues that you’re a preferred vendor at and then have real wedding blog posts up to show your proof at that venue instead of having to link out to the venue?
Right.
It should be your page that shows your expertise on the venue.
Right. And you don’t have to do every venue in the area, although I have seen people that will have a page on their photography or DJ or other website where they list all the venues that they work with. But the major ones, the ones you work with the most, the ones you have the best relationships with, you know, certainly those you can drill deeper.
And, you know, in my AI workshops, we talk about blogging and making blogging easier with AI. And one of the most important things that I mentioned in the workshop and in my books is that you’re not asking AI to do something you couldn’t do. It’s just gonna help you do it faster. It’s not gonna do it for you. It’s gonna help you do it faster.
So, you know, if you put fresh content on your website, that helps you rank higher for Google. If that content is specific for what that person is looking for. So you blog about the wedding that you just did at that venue, or if you’re the venue, you blog about the wedding and mention the other people that were there, mention the videographer, the photographer, the florists, and, you know, the other people, right?
That fresh content keeps you ranking higher. And then now you have this specific information about them. So if they’re going to do that, let’s say they’re going to have a real wedding blog, right? And they’re going to blog about the wedding they do. Should they put the question-answer format on those pages?
I mean, I think that that would be like really taking it to an extreme.
Okay.
But it would certainly be beneficial.
Yeah, but the format seems a little funny, but—
Yeah. The way that I see, like, one of the things that you suggested in one of your previous podcasts—see, I’m a listener also—is that you talked about how a wedding vendor could just actually just record, like right fresh out of the reception, just do a recording of what their experience was at that event.
And you have fresh content, you have authentic original content that could just be transcribed, and then you can fill in the details. But I mean, that’s one of the—I would say most wedding business owners and managers, they’re better at speaking what they do than writing. So why not take advantage of that?
Right. So, and the idea, if you haven’t heard that idea, it’s you leave the event and you just turn on your favorite AI. I would probably use ChatGPT for this because I’ve trained my chat to know me and then just hit the button and just say, I just finished the wedding of so-and-so and so-and-so at this is the place. This was fantastic. Here were the highlights of it. I love working with this vendor, this vendor, this vendor, mention them in there and just get it outta your head, right?
Then you can use AI to format that into a real wedding blog. But I just thought of an idea where you could template this, right? You could create a GPT to template this where you could have questions and answers because you, let’s say you’re the photographer. Right? And you say, I’m at this venue, and one of the questions could be, you know, what are your favorite places to take photos at this venue? And then you could talk about that.
You know, what do you like most about working with these vendors over here? And you could have questions like that. And the idea of the questions is it’s the questions that the couple might ask, right? That’s what you’re trying to have, is the questions that the couple might ask literally on the page, right?
Yes. And also what that also does is it shows your expertise on that venue if you ask the questions that bring out your expertise. Because what if, say, you’re, you know, there are many, many different places where information on a venue is listed. Yeah, I mean, certainly on WeddingWire and The Knot and all the other platforms.
Yeah.
There’s only so much information that isn’t—that you can get that’s original. I mean, basically all the common questions need to be answered.
Right.
But you’re adding your personal stamp of expertise from experience at that venue. That is where we’re talking about original content. And that’s where you can get recognized because, you know, I’ve read studies where an original source could be, is like the top way that AI sources information. I mean, they’re not looking to regurgitate things necessarily, but original things that have authority are very, very favorable.
And that’s, you know, for me, that’s what I try to do. I’m trying to put out content that is not overly formatted, right? Like when I do the podcasts like this, Brian and I did not talk ahead of time. I mean, we got on the Zoom, we said, okay, so what are we talking about today? We’re talking about, you know, are you content with your content? Cool. Record. And we just start talking.
It’s not overly produced. It’s not overly formatted. Every one of my single episodes is literally a thought on a spreadsheet that I had at some point that I put there. And then I go, okay, what am I thinking today about that? And then I just turn on and start recording.
And that genuine content—I’m not trying to fool the search engine. I’m not trying to fool the AEO or the GEO. I’m literally just putting out content that is from my, you called it thought leadership, I appreciate that, from my thoughts, because that’s the most original thing I could do, is not trying to make it anything else.
Right.
It’s one of the reasons we edit our own books, ’cause the editors are trying to polish it a little bit too much. Like, no, no, I like it a little raw. Edited and all that, but we do it ourselves so that there’s a voice. There’s an Alan voice everywhere, right?
And Brian, you’ve written some books as well, and the podcast, and we’ve done webinars. It’s just the Brian voice. This is what it is. And obviously, if you don’t know, Brian and I wrote a book together. If you’re looking at the video, this blue cover over here, From Browsing to Booking, over there.
So let’s talk a little bit about the AEO and GEO. So answer engine optimization, generative engine optimization. Those are both search engines, right? But there’s a difference in how one versus the other would want the content. So how would you describe that?
Well, I would say that the Ask engine is more of, you know, the questions and answers. The search-generated experience is, you know, the ongoing conversations about that that just lead to more and more intricate information. But I do think that in general, all of them have common parameters.
I don’t think—there are certain things that, like, we will do on a website level. One is called schema. Schema is a type—it’s almost like a cheat sheet for search engines and AI where they’re reading your content attached to code. And it’s done for just about every piece of content. And it just is sort of like a fast lane for these platforms to understand what you do, your originality.
But one of the things that I also wanted to bring into the originality lens is the reviews because that is original. You’re getting original, authentic firsthand experience from people that have used your services and those are probably—I consider that sometimes the best way to get original content.
I mean, you could make things up in your head or from what you’ve learned, but there’s nothing better than leveraging the way that people say things in gratitude of your experience that are just sometimes jewels. Like, for example—
But there are things you can’t say. Like, you’re going to say we provide great service, provide great products, and things like that. But you can’t say that this will be the best wedding that their guests have ever attended because you don’t know their guests and you don’t know the benchmark. You don’t know that.
But if somebody in their review says, OMG, my guests said this was the best wedding food they have ever had, and you quote that person, that’s their thoughts. And that is original content from them.
I was on a podcast as a guest the other day, and this company does wedding makeup. And we’re talking about, you know, using the reviews and stuff like that and just showing the results and the reactions of people.
And they said, yeah, you know what, we do that on our social media, but we don’t do that on our website. I said, okay.
Right.
So you’re attracting them on social media, and then if they go to your website, you’re now not talking about the amazing thing and letting your customers tell you the amazing thing.
And I think it was in the workshop that you came to. Did I do the competitive analysis? The AI one?
Yes.
Yeah. So the AI competitive analysis is basically taking your reviews and your competitors’ reviews and comparing the results to come up with a language so you can see how you’re different, not better.
We can never say that we’re better because every wedding you do, you only did; they didn’t get to do. So we can’t say that you did a better job. And this language is your competitor who does a great job. They might even be a friend of yours and they get 5-star reviews. But now you’re able to describe and say, yeah, you know, they do a great job. And if this is what you’re looking for, that’s fine.
But you told me you were looking for this. And listen, this is what our customers say that we provide. And now you have that support. It’s called social proof, and we know that today’s generations—I shouldn’t even say that because I read reviews, you read reviews, and we’re not Gen Y or Gen Z.
That social proof is so important because we’re believing the masses, and this is why you need more and more recent reviews so people know what you’ve been doing lately, not what you did 2 years ago.
Sure. And also, you know, some of the authentic things that are said in reviews. Like, for example, we did a website for well-known DJ Jason Janoay of S.E.E. Event Group, and I saw one of his reviews that just had this simple phrase, “there’s class, then there’s world class.”
Nice.
And I put that right as a major headline on his website. And one of the things that we’re really leaning into as we try to continue to do better and better content when we’re doing a website is to try to describe specific emotional moments rather than generic promises.
Almost like, say, the grandmother that you’d never think was dancing, you see her in the middle of the dance floor, or a father and son hearing a song that they both listened to all the time when they were growing up. I mean, just things that bring out emotion.
Right.
And that bring out the specialness of an event. I think those are more powerful because you want—it’s always—so you’ve talked a lot about aspirational imagery. So we’re talking about aspirational content.
Right. And this is again how you have to show the difference. So many people talk about their products and services and they leave out that emotional content, or the way that they talk about it still is nothing special about it, nothing different about it.
Right.
You know, you’ll have a great time. Planning will be easy. They’re these generic phrases which are nice and they’re good phrases, but not when everybody uses them. When everybody uses them, you’ve negated that and you’ve said, okay, this is—we’ve just raised the table stakes and we say, okay, everybody does this. Okay, but what do you do that’s different?
And if you can’t describe what you do that’s different quickly, then the lower price is going to win. And this is where you need to do that.
One of the things in the AI workshop was we come up with a positioning statement or elevator pitch, if you will. So if somebody says, what do you do? You don’t say, oh, I’m a wedding officiant.
Okay, that’s a generic thing, right? That doesn’t describe how you do this differently. It doesn’t describe the results that people get. So we use the reviews to actually come up with the wording. So you can say, we help blank do blank so that blank. And it’s not, we help people who are getting married with our DJ services, because there’s nothing unique about that.
And you can look at your reviews almost as if one would look at a focus group.
Yeah.
And you’d be able to—
Not almost, exactly as. Yeah.
So, you know, and you can study the trends, like what are the things that people are saying about you and just try to put it into words that are unique to you. But, I mean, there’s just so much more opportunity to make magic of those reviews now with AI analysis.
Right. And the key is you’re still being authentic.
Exactly.
Because you’re starting with your content. You’re starting with your own content. And Brian will tell you the same thing as me. The hardest thing to do is to start from a blank page. Because you can go absolutely anywhere. Literally, you can go in any direction.
Well, what direction do I want to go in? Well, when you start with your content, even if your content is stale, even if your content is old, at least it has your voice and it has what you were trying to convey.
You combine that with your reviews, which is what people are actually experiencing, and you can meld that together into something unique so that you don’t come up with the same thing as everybody else.
And then, you know, getting into AI, it’s all about the prompts and things like that. So, you know, with a very weak prompt, you’re still going to end up with weak content even if you give it the good stuff there. So you still have to add that on top.
But, you know, really the thing we want to get across to you today is that your content, if you haven’t changed it in a few years, you’re behind because you have to change it every few years anyway. I mean, regardless of AI, you had to change it every few years.
Now you just have a tool that can help with that. And, you know, Mike Walter, some of you might know Mike Walter, Elite Entertainment here in New Jersey. He spoke at a conference I was just at recently and he said, I think I have the number right, they have 2,949 reviews on The Knot. 2,949.
And you know what’s wild? You could plug every one of those into AI and it could read all of those and come up and tell you exactly what it’s like to do business with them. Because it’s not what’s on their website. It’s in the reviews, and it’s in your reviews as well, every one of you listening.
So if you haven’t been asking for reviews, you’re missing the data that you need to really describe what you do. You need recent reviews. You need to respond to your reviews. You know, all these things that make that matter.
So let’s start to close this down with a few thoughts there. So, Brian, what can people do? What’s the first thing you would say to somebody who caught you in the hallway at Wedding MBA, where we’re going to be again this November, caught you in the hallway and said, okay, so Brian, I just heard you guys. I just heard you talking about this. What should I do first?
Well, the first, I think the first thing that you need to do is to really look at your content to see if it really would read the same anywhere. If you took that content, I think that’s really, that’s a really important thing.
And one thing that has changed is that it used to be where you really tried to want to kind of limit your content. It would almost be like TMI, too much information. And it’s not about that.
It’s about having really great front-facing compelling content that’s going to make the difference in someone having a lot more interest in contacting you because there’s really 3 outcomes when somebody goes to your website. They could leave, they could have enough of an interest where they may contact you in comparison to others, and then there’s the most desired outcome where someone is truly interested in you.
And the words that you choose right out of the gate really could mean a lot. But you should still have a lot of the details that everyone else has, but not as prominent. It could be in the Q&As, it could be somewhere less prominent.
We actually are doing what’s called an AI page. Like, all of our clients, if you look on the footer, you’ll see it says AI info. These are like the facts about the business. It’s almost like an online resume that makes it easy for AI Overviews to just grab content.
So it’s not even meant for people to see it. It’s there, and it’s accurate, but it’s not meant to be part of that determining experience when a couple is looking at your website.
Right. But the forward-facing content, the stuff you want them to see, you know, I always tell people, read it out loud. Just read it out loud. What does it sound like? Does it sound like you’re talking to somebody or does it sound like this transactional language, like, we do this, we do this, we do this?
You know, and you’re dealing with people that have grown up in a very conversational world, right? Not the formal business writing world. So yes, you want the SEO words and the AEO, GEO stuff, but it still has to read in a way that feels comfortable and feels like you’re talking to them about them.
Inclusive, being inclusive, being welcoming.
Yep.
Right. Making people feel like they’re going to be heard. Right now, Brian put on the Inclusive Wedding Summit a couple of Januarys ago now. I can’t forget.
Yeah, a year and a half ago.
A year and a half ago. And inclusivity is not just LGBTQAI+, it’s also race, religion, body type, physical disabilities, mental disabilities, things like that. All the different things to be inclusive.
Is your website—like, I have a friend who’s blind, right? You know, do my photos have the right tags? Does it have the right descriptions? And now AI has gotten to the point where it could probably describe the photo to her. But, you know, it needs to be readable. It needs to be readable by her stuff there that, you know, her note-takers and whatever description is there.
But, you know, just reading it out loud is so really eye-opening to people who are like, oh, that doesn’t—that just doesn’t flow. It just doesn’t read well.
And remember, we don’t read, we scan. This is not an age thing. Every one of us scans first. How long is this? Is this what I want? Should I continue to do this?
And that’s why when Brian makes a website, you’re going to see headlines and things so they can scan them. They’re scannable to go, oh, okay, I get what’s going on. Now let me get comfy and continue to read here.
So, you know what, Brian, I think we’re about out of time here. In the show notes, I’m going to do the plug.
In the show notes, you’re gonna find Brian’s email, you’re gonna find his website, you’re gonna find his contact information. If you need help with that page, special page on your site, updating your site, brand new site, Google Business Page, all these different things, Brian’s your guy.
Again, we wrote the book together, From Browsing to Booking, but Brian’s contact information is in there. Those of you using Ask Alan Anything, I don’t put my guest episodes in, but Brian has generously said I can put this content in. So this will be used to train Ask Alan Anything as well.
But if you want the real Brian, just like when you want the real Alan, you can get ahold of us. So Brian, thank you for joining me again and sharing your wisdom.
It’s a pleasure.
I’m Alan Berg. Thanks for listening. If you have any questions about this or if you’d like to suggest other topics for “The Wedding Business Solutions Podcast” please let me know. My email is [email protected] or you can text, use the short form on this page, or call +1.732.422.6362, international 001 732 422 6362. I look forward to seeing you on the next episode. Thanks.
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- Google Podcast: http://bit.ly/wbsgoogle
- iHeart Radio: https://ihr.fm/31C9Mic
- Pandora: http://bit.ly/wbspandora
©2026 Wedding Business Solutions LLC & AlanBerg.com
Question
Why does having generic website content hurt my wedding business?
Tags:
#content #differentiation #marketing
Answer
If your website reads like everyone else’s, couples can’t tell what makes you special. Generic content might sound professional, but it doesn’t share your unique story or show off the real value you bring. If anyone could swap in their logo for yours, you’re just blending in.
Takeaway: Stand out by making your content truly your own.
Question
How can I make my content feel original and authentic?
Tags:
#branding #content #differentiation
Answer
Talk about your real experiences—what’s unique to you and your business. Share specific stories, details, and emotional moments. The more you speak from your perspective, the easier it is to attract clients who connect with what you offer.
Takeaway: Your authentic voice is your best marketing tool.
Question
What’s the biggest mistake people make using AI for content?
Tags:
#AI #contentcreation #originality
Answer
Most people use AI to churn out copy faster, but end up sounding just like everyone else. AI can help, but you’ve got to direct it to tell your story—not just spit out generic text. Use AI to enhance, not replace, your voice.
Takeaway: Don’t let AI erase what makes you different.
Question
How do I make my website more appealing to couples and search engines at the same time?
Tags:
#SEO #AEO #websitetips
Answer
Great content serves both people and search engines. Focus on original, engaging stories and answer real questions couples have. Use FAQs on every important page—not just one section—so search engines and AI tools see your expertise.
Takeaway: Write for humans first, but help search engines find your value.
Question
Why should I have FAQs on every service page?
Tags:
#website #SEO #AEO
Answer
Putting specific FAQs on each key page makes it easier for search engines and AI to grab relevant info. It also helps couples quickly find answers they care about without digging through your whole website.
Takeaway: Relevant FAQs boost visibility and client trust.
Question
Should I list all my services on one page or split them up?
Tags:
#websitedesign #SEO #services
Answer
Give each service its own page. The more focused you get, the more credibility and expertise you show. Search engines and clients both prefer detail and clear separation over a one-size-fits-all approach.
Takeaway: Granular, service-specific pages make you look like a true specialist.
Question
How do reviews help set my business apart?
Tags:
#reviews #socialproof #content
Answer
Reviews give you authentic, original content from the people who know you best—your customers. Sharing their real words and experiences does more than any marketing claim can, and unique language from reviews can make your site memorable.
Takeaway: Your clients’ praise is your most powerful content.
Question
What’s the best way to use reviews on my website?
Tags:
#reviews #websites #socialproof
Answer
Don’t just use reviews on social media—feature them prominently on your website, too. Highlight especially vivid or emotional quotes, and use them as testimonials or even headlines. Let your customers speak for you.
Takeaway: Let reviews do the talking right where clients make decisions.
Question
How can I use AI to analyze my strengths against competitors?
Tags:
#AI #competition #reviews
Answer
Feed your reviews—and your competitors’—into AI tools. It can spot trends and language that reveal what truly makes you stand out. Then use that real-world feedback to sharpen your messaging without just claiming to be “better.”
Takeaway: Real data tells a story no sales pitch can match.
Question
Should I include emotional stories or just facts on my site?
Tags:
#content #emotion #sales
Answer
Share specific emotional moments—like a grandmother dancing or special songs—that show your impact. These stories spark connections with couples far more than generic promises ever could.
Takeaway: Emotional, specific content beats generic claims every time.
Question
Is updating my website content regularly really necessary?
Tags:
#content #marketing #website
Answer
Absolutely. The market, your services, and your ideal clients change over time. Fresh content keeps your business relevant, shows you’re active, and helps you rank higher in search.
Takeaway: Stale content sends the wrong message—keep it fresh.
Question
How does conversational writing help my website?
Tags:
#branding #content #sales
Answer
Write like you’re talking directly to your client. Read your content out loud—does it sound friendly, clear, and easy to understand? People want to feel you’re speaking to them, not at them.
Takeaway: Conversation creates connection—ditch stiff business language.
Question
Why should I highlight the venues where I’m a preferred vendor?
Tags:
#partnerships #SEO #authority
Answer
Listing venues where you’re preferred and showing real weddings you’ve done there tells clients—and search engines—that you’re an authority in your area. It builds instant trust and demonstrates proven experience.
Takeaway: Showcasing venue expertise boosts credibility.
Question
What’s the value of using question-and-answer formats in blogs?
Tags:
#blogging #SEO #AEO
Answer
Blog posts in Q&A style answer the exact queries couples have, making it easier for AI tools and search engines to surface your answers. This approach also helps real clients find what they’re looking for fast.
Takeaway: Answer real questions—clients and AI both love it.
Question
How does inclusivity factor into my website content?
Tags:
#inclusivity #websitedesign #clientexperience
Answer
Inclusive content isn’t just about serving one group; it’s about welcoming everyone—regardless of background, ability, or identity. Review your language and accessibility to make all clients feel seen and valued.
Takeaway: Inclusion makes everyone feel like your business is for them.
Question
How can I quickly create original content after an event?
Tags:
#contentcreation #AI #productivity
Answer
Record a quick voice note right after the event, sharing highlights and vendor shoutouts. Let AI transcribe and polish it for a fast, authentic blog post. Capture the details while they’re fresh.
Takeaway: Voice notes turn moments into memorable content.
Question
What is schema, and why does it matter for my site?
Tags:
#SEO #AEO #website
Answer
Schema is extra code that helps search engines and AI understand your content faster. It’s like a cheat sheet for your site, making it easier to recognize your originality and expertise.
Takeaway: Schema boosts your site’s clarity with search engines.
Question
How do I know if my content needs a rewrite?
Tags:
#contentaudit #marketing
Answer
Try removing your logo and reading your site as if it belonged to anyone. If nothing would change, it’s time for a refresh. Your content should feel unmistakably yours.
Takeaway: If you sound generic, it’s time for a change.
Question
What’s the most effective way to update existing content?
Tags:
#contentrefresh #AI #website
Answer
Start with your current content—even if it’s old—then use AI and your client reviews to add fresh language and insights. Update for clarity and originality rather than just more words.
Takeaway: Blend what’s uniquely yours with what clients love.
Question
How can I position my business to avoid price competition?
Tags:
#positioning #sales #value
Answer
Tell a story only you can tell. Use language and client feedback that describe real results, not just general services. The more differentiated you are, the less price becomes the deciding factor.
Takeaway: Clear positioning lets you rise above price wars.
Question
Why is it important to structure website content for scanning?
Tags:
#websitedesign #userexperience
Answer
Most people don’t read every word—they scan. Use headlines, subheads, and short paragraphs so visitors can get your main points right away. Make their experience easy and inviting.
Takeaway: Design for skim readers—they’re your real audience.
