The 8 winners.

The landing pages actually worth stealing from.

Winner #1: bylandmark.com

bylandmark.com/venues/liberty-house

Wedding landing page example from bylandmark.com
  1. 1

    What works

    Couple and skyline in the hero

    The hero shows a couple holding hands in front of the Manhattan skyline. A visitor sees the place before reading anything.

  2. 2

    What works

    City in the headline

    The headline has ‘Jersey City, NJ’. A couple looking for a venue sees the place before any button.

  3. 3

    What works

    Two next steps side by side

    The page shows ‘Begin with a Tour’ and ‘View The Brochure’ together. A couple who is not ready to visit can still read.

  4. 4

    What works

    Guest count for the main room

    The Grand Ballroom has the line ‘UP TO 325 GUESTS’. A couple with a big guest list can tell the room fits.

  5. 5

    What works

    Real couple story with a photo credit

    The ‘Wedding Spotlight’ shows a named couple and ‘Captured by: Lex Christie Photography’. A visitor sees a real wedding.

What to try

A starting price by the tour button

‘Begin with a Tour’ is the first ask on the page. A starting price beside it tells a couple the tour is worth booking.

See the original page

Winner #2: zola.com

zola.com/wedding-vendors

Wedding landing page example from zola.com
  1. 1

    What works

    Budget line in the first bullets

    The first bullets say ‘Vendors and venues for every budget’. A couple who worries about cost keeps reading.

  2. 2

    What works

    Quiz button under the bullets

    The page offers ‘Take our quiz’ for a couple with no venue in mind. It is a lighter first step than a search.

  3. 3

    What gets in the way

    Stationery offer on a venue search

    The banner says ‘65% off save the dates’. A couple looking for a venue sees an offer for something else.

  4. 4

    What works

    Real prices on the venue cards

    The cards show ‘Starts at $2,500’ and ‘Starts at $20,000’. A couple sees a cost range before the first click.

  5. 5

    What works

    Guide on affordable venues

    A guide titled ‘How to Find an Affordable Wedding Venue’ is listed under the cards. A couple who worries about cost has a next read.

What to try

Prices near the top

The cards with ‘Starts at $2,500’ are far down the page. A price range near the top answers the cost question sooner.

See the original page

Winner #3: theamm.org

theamm.org/weddings-by-state/illinois/officiant-registration-requirements

Wedding landing page example from theamm.org
  1. 1

    What works

    Question and state in the title

    The title has ‘How To Officiate A Wedding In Illinois’. A reader with that question finds the answer on this page.

  2. 2

    What works

    Step menu in the corner

    The menu lists ‘1. Get Ordained Online’ and ‘3. Ceremony Preparation’. A visitor sees the whole path before reading.

  3. 3

    What works

    Count of ministers in the intro

    The intro says ‘65,024 Illinois AMM Ministers’. A visitor sees how many others did the same.

  4. 4

    What works

    Answer in a green label

    A label under the question says ‘NO OFFICIANT REGISTRATION IS REQUIRED’. The visitor has the answer before the paragraph.

  5. 5

    What gets in the way

    Sign-up is a plain text link

    The sign-up is a link at the end of a paragraph: ‘Get ordained with AMM today!’ A button would stand out more.

What to try

A button under the answer label

The green label ends the question. A ‘Get Ordained’ button right under it turns the answer into a click.

See the original page

Winner #4: wedgewoodweddings.com

wedgewoodweddings.com/venues

Wedding landing page example from wedgewoodweddings.com
  1. 1

    What works

    Venue count in the headline

    The headline says ‘Discover 90+ Venues Across the Country’. A couple sees the size of the choice at once.

  2. 2

    What works

    Region filter on the left

    The list starts at ‘All Regions’ and runs down to Texas. A couple narrows to their state in one click.

  3. 3

    What works

    City and guest count on each card

    Each card shows a city and a line like ‘up to 200 guests’. A couple checks fit without opening the venue.

  4. 4

    What gets in the way

    All-inclusive text with no figure

    The text says ‘customizable all-inclusive packages’ and shows no dollar amount. A couple has to book a tour to learn the cost.

  5. 5

    What gets in the way

    The only tour button is last

    The page offers ‘Book Free Venue Tour’ in the last block. A couple who is ready earlier has no button for it.

What to try

A starting price on each card

The cards show a city and a guest count only. A starting price on each card shows the cost before the tour.

See the original page

Winner #5: davidsbridal.com

davidsbridal.com/stores/northcharleston-sc-294064673-0231

Wedding landing page example from davidsbridal.com

The search: david's bridal north charleston

Sponsored davidsbridal.com

North Charleston, SC | David's Bridal Store

  1. 1

    What works

    Address, phone and hours at the top

    The first screen lists ‘7250 Rivers Ave.’, ‘(843) 797-3630’ and store hours. A shopper who needs to visit sees it all at once.

  2. 2

    What works

    Search city in the welcome line

    The search said North Charleston. The heading says ‘Welcome to the Best Bridal Shop in North Charleston’.

  3. 3

    What gets in the way

    Appointment ask inside long text

    The ask is one plain sentence in long paragraphs: ‘Make an appointment today!’ The button that books it is far above.

  4. 4

    What works

    Price link for a shopper on a budget

    The text says ‘affordable wedding dress’ and links ‘Wedding dresses under $100’. A shopper on a budget sees a number.

  5. 5

    What works

    Five category tiles

    The tiles list ‘bridesmaid dresses’, ‘wedding dresses’ and three more kinds. A visitor picks a path in one click.

What to try

Price line near the address

The link ‘Wedding dresses under $100’ is far below the address block. A price line near the top gives a shopper a reason to book.

See the original page

Winner #6: keylargolighthouse.com

keylargolighthouse.com/all-inclusive-wedding-packages

Wedding landing page example from keylargolighthouse.com
  1. 1

    What works

    Open dates in the top bar

    The bar says ‘weekend dates are still available’. A couple who worries about booking sees open dates first.

  2. 2

    What works

    All-inclusive label above two buttons

    The label says ‘ALL INCLUSIVE WEDDING PACKAGES’ above two buttons. A visitor knows the offer and has a next click.

  3. 3

    What gets in the way

    One price said, five prices shown

    The text says ‘one transparent, unbeatable price’ and the cards below list five different prices.

  4. 4

    What works

    Packages with a guest count and a price

    Each card lists a name like ‘MICRO WEDDING PACKAGE’, a guest count and a price, starting at $25,300. A couple compares sizes and costs on one screen.

  5. 5

    What works

    Review that answers the cost worry

    A guest review says ‘we had to be millionaires’ to afford a beach property and then ‘It is very affordable’. It answers the cost worry in a buyer's words.

What to try

A date check beside each price

The cards list prices and the top bar shows open dates. With a date check beside each price, a couple can hold a weekend.

See the original page

Winner #7: pro-1.com

pro-1.com/weddings

Wedding landing page example from pro-1.com
  1. 1

    What works

    Phone and quote link in the header

    The header shows a phone number next to ‘Request a Quote’. A couple who wants to talk has the number.

  2. 2

    What works

    Opening question about the night

    The text starts with ‘the lights turn back on after your last dance?’ and three guest lines. A couple pictures the night first.

  3. 3

    What works

    Date check as the first ask

    The page shows ‘Check Date Availability’ as a short form beside the text. A progress bar shows step 1 of 3.

  4. 4

    What gets in the way

    No price before the form

    The page shows no dollar amount. The ‘Get Pricing’ form has a name and an email first.

  5. 5

    What works

    Award line for the DJ above the logos

    The text says ‘MOST AWARD WINNING DISC JOCKEY’ and award logos follow below. A couple sees outside proof.

What to try

A starting price by the date check

The form says ‘Get Pricing’ and the page lists no price. A starting price beside it tells a couple the call is worth a name and an email.

See the original page

Winner #8: themonastery.org

themonastery.org/perform-a-wedding/south-carolina

Wedding landing page example from themonastery.org
  1. 1

    What works

    Product sidebar with pictures

    A blue sidebar shows ‘Ordination Credential’ and ‘Wallet-Sized Credential’ with pictures. A new officiant sees what to buy after ordaining.

  2. 2

    What works

    Six legal facts in one box

    The box ‘SC Wedding Officiant Quick Facts’ lists age 18, a 1 day wait and a 15 day return. A new officiant sees the rules in one place.

  3. 3

    What works

    Five-step list under the box

    The list ‘How To Perform a Wedding’ has five steps. A visitor sees the whole path.

  4. 4

    What works

    Large ordination button

    A large button says ‘Begin Ordination’ under step 1. The text above says ordination is free and takes minutes.

What to try

The ordination button near the facts

The box shows the rules and the ‘Begin Ordination’ button is further down. A button inside the box turns a reader into a sign-up.

See the original page

What the 8 winners do.

  1. Show a price on the page

    3 of 8

  2. Put the place in the headline

    4 of 8

  3. Ask for a tour, a date or an appointment

    4 of 8

  4. Show a guest count for each space

    3 of 8

Wildcards.

Pages that break the playbook in interesting ways.

Wildcard #1: aegsev.com

aegsev.com/stage-ae

Wedding landing page example from aegsev.com

The search: places for bridal showers in pittsburgh pa

Sponsored aegsev.com

Stage AE Special Events

  1. 1

    What makes it work

    City under the venue name

    The hero says ‘PITTSBURGH, PA’ under the venue name. A searcher who typed Pittsburgh sees the city on the first screen.

  2. 2

    What it gets wrong

    Shower search, wedding text

    The search asked for bridal showers. The text lists ‘weddings, banquets’ at its end and does not say shower.

  3. 3

    What it gets wrong

    Capacity of a concert hall

    The first fact is ‘5,500 Max Capacity’. A host planning a shower for 40 guests sees a number for a concert hall.

  4. 4

    What makes it work

    Virtual tour button

    The page shows a ‘VIRTUAL TOUR’ button under the facts. A planner can see the rooms without a visit.

  5. 5

    What makes it work

    Street address under the facts

    The page lists ‘400 N. Shore Dr.’ and Pittsburgh, PA. A searcher sees where the venue is.

What to try

A line for small parties

The text lists ‘weddings, banquets’ only. A line for showers and small parties beside the capacity matches the search.

See the original page

Wildcard #2: wedgewoodweddings.com

wedgewoodweddings.com/southern-california-wedding-venues

Wedding landing page example from wedgewoodweddings.com

The search: places to have a wedding in san diego

Sponsored wedgewoodweddings.com

Weddings in San Diego | All-Inclusive Wedding Packages

  1. 1

    What makes it work

    Region in the headline

    The search said San Diego. The headline says ‘SOCAL WEDDING VENUES’, a region that holds the city.

  2. 2

    What makes it work

    Free tour button in the hero

    The hero has a ‘BOOK FREE VENUE TOUR’ button over the photo. A couple can ask for a visit without scrolling.

  3. 3

    What makes it work

    First card shows San Diego

    The first card is ‘THE HEADQUARTERS’ in San Diego with a capacity of 280 guests. A couple sees the city and the size on one card.

  4. 4

    What it gets wrong

    Capacity on each card and no price

    Each card shows a city and a capacity such as ‘Capacity: 250’. The ad shows ‘All-Inclusive Wedding Packages’ and the cards show no price.

What to try

San Diego in the first line

The headline says ‘SOCAL’. Adding ‘San Diego’ to it matches the ad word for word.

See the original page

The copy bank.

Headlines

  • “Discover 90+ Venues Across the Country”

    wedgewoodweddings.com

  • “Welcome to the Best Bridal Shop in North Charleston, South Carolina!”

    davidsbridal.com

  • “How To Officiate A Wedding In Illinois: Registration Steps & Requirements”

    theamm.org

Offers

Promises

Next steps

2 pages that waste the click.

  1. affordable wedding venues in ma

    Homepage with no state for a Massachusetts search

    A searcher for affordable venues in Massachusetts sees ‘Discover Your Dream Wedding Venue’ and a ‘SELECT LOCATION’ list. The first screen shows no price.

    • No state shownThe first screen shows no Massachusetts venue.
    • Extra step‘SELECT LOCATION’ is a picker the visitor must use first.
    • No priceThe first screen shows no price beside any venue.

  2. chicago venues wedding

    Chicago search with a ‘Near me’ field

    A couple who searched for Chicago venues sees ‘Wedding venues and vendors’ and a ‘Near me’ field. The word Chicago is missing from the first screen.

    • No cityThe word Chicago is not on the first screen.
    • Offer for something elseThe banner offers ‘65% off save the dates’, which is stationery.
    • Many vendor kinds‘Explore wedding vendors by category’ lists vendor kinds from florists to officiants.

What we learned.

  1. Print a price a couple can compare

    Key Largo Lighthouse shows five packages with ‘Starts at’ prices from $25,300 to $55,000. David's Bridal links ‘Wedding dresses under $100’.

  2. Put the searcher's place on the page

    Liberty House says ‘Jersey City, NJ’ in the headline. David's Bridal says North Charleston in the welcome line. A couple in NYC or Chicago should see their own city too.

  3. Offer a first step that asks for little

    Wedgewood Weddings offers ‘Book Free Venue Tour’. Pro-1 asks for a date check in a form that starts at step 1 of 3.

The bottom line

The wedding pages here that win put the place, a price or a date check in front of the couple. The losers send a search for one place to a page about another.

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