I want to tell you a story that still makes me cringe a little.
We were working with a gorgeous Hill Country venue — beautiful space, great bones, the whole thing. And during a focus group with brides, one of them said something like: “I loved everything about it until I saw photos of that room being used for yoga. Suddenly I could only picture my reception with people doing downward dog where my dance floor should be.”
That venue lost a $25,000 booking. Not because of anything wrong with the space. Because their website didn’t have a clear user journey.
Here’s what I mean by that: a user journey is simply the path a specific type of visitor takes through your website — from landing page to inquiry.
When everyone who visits your site is greeted with the same mix of weddings, corporate retreats, quinceañeras, and yoga classes, nobody feels like the venue was meant for them.
But when a couple clicks onto your homepage and immediately sees a clear path — content, photos, testimonials, and pricing that speak directly to them — something shifts. They starts to imagine their wedding there.
That’s what a user journey does. It makes the right person feel like they found the right place.
If you serve more than one type of client — weddings, rehearsal dinners, corporate events, social celebrations — consider whether your homepage offers a clear entry point for each. Even something as simple as buttons that say “Planning a Wedding?” / “Planning a Corporate Event?” can completely change how someone experiences your site.
We dive deep into this in Episode 4 of Marketing the Murder Barn — it’s worth a listen if your website is working hard but not converting.
TO-DO FOR YOU THIS WEEK:
Pull up your homepage right now and ask yourself one question: If a couple landed here in the next 30 seconds, would they know immediately that this venue is for them?
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