The portfolio looks like the competition
Beautiful work is presented in the same template, with the same fonts and the same adjectives every other planner in the market uses.
Weddings + private events
Sell judgment, not a package list.
A planning practice is hired on taste and nerve, and both are difficult to put on a website. The category has a loud visual vocabulary—script type, blush, gold foil, stock confetti—that makes every practice look like every other one. The work is to build a site restrained enough that the judgment shows.
In this category restraint reads as confidence, and confidence is the entire product.
Before anything else
We should be able to describe your week before we sell you anything.
- 01
Nine trades, one afternoon, no real rehearsal
Everything that goes wrong on a wedding day goes wrong for ordinary reasons: a delivery window, a power draw, a room that takes ninety minutes to turn and was given forty. The work is mostly done months earlier, in spreadsheets nobody will ever see.
- 02
Your client has never done this and never will again
Every question they ask, they are asking for the first time. You have answered it four hundred times. The gap between those two experiences is where most of the anxiety in this business lives.
- 03
Your best work is invisible
What people see on the day is the absence of problems. That is difficult to photograph, impossible to put in a gallery, and the only thing actually worth paying for.
Why this matters here
Someone is asking an assistant this about your category right now.
“Find me a wedding planner who does small guest lists and is not cookie-cutter.”
What happens today
Couples increasingly ask an assistant to build the shortlist before they ever open a search tab. What it has to work from is your Instagram, a venue's preferred-vendor page and a directory profile. Your capacity, your scope, your style and your price band all get inferred from sources you did not write.
What changes
You publish the practice's own account: how many commissions a year, what full planning covers, where you travel, what you decline. The assistant has your words available instead of a third party's summary of them.
This does not make an assistant recommend you, and nobody can promise that. It makes your own account of the business readable, with a source behind every claim. Check what one can read about you now — free, about eight seconds.
When this is the right assignment
The business problem comes before the package.
Photography is doing no work
Real images exist but are cropped, graded and laid out in a way that makes a commissioned shoot look like a phone gallery.
The enquiry is a wall
A long form appears before the visitor has any reason to fill it in, or the practice answers every enquiry identically regardless of fit.
What the system should solve
Specific to the buyer and the business.
- 01Editorial art direction and typographic restraint
- 02Photography treatment and consistent grading
- 03Scope and capacity stated plainly
- 04An enquiry path that qualifies rather than collects
- 05Search-ready service and venue pages
- 06A brand voice that survives contact with a real client
Concept project
Designed, built and published.
A business we invented so we could design it properly. The site is real and complete; the company is a concept, and says so on every page.
Before you inquire
Useful answers, up front.
Do you have a real wedding-planner client?
Not yet. The example in this category is a concept project — a business we invented so we could design it properly — and it says so on every page.
Can you work with our existing photographer?
Yes. Most of the value is in selection, sequence, crop and grade rather than new shooting, and a good existing library usually carries a site once treated consistently.
Do you build enquiry forms that filter?
Yes. A form that states scope and capacity honestly turns fewer enquiries into more usable ones, which is generally the goal for a practice with limited annual capacity.
Recognize the problem?