5 Reasons Your Instagram Isn’t Creating Leads For Your Luxury Wedding Business

How to Double Your Leads from Social Media in 5 Steps

Hey, welcome back to the blog! This is the best place for luxury wedding pros to find insight into social media trends, how to keep engagement rates up, and learn how social media can benefit your wedding business. 

My name is Sarah! I’m a social media marketer and coach for luxury wedding vendors. I spend my time researching trends and creating content that lands my client in front of their target market. 

Today, I’m going to answer my most frequently asked question: Why isn’t my Instagram attracting leads? 

First of all, when we talk about “leads,” we’re referring to people who express interest in working with you. This is a potential client, not just a follower. Leads can come as DMs, email inquiries, or consultation calls. 

If you haven’t been getting any of the above, it may be time to explore why your Instagram isn’t attracting leads. 

5 Reasons Your Instagram May Be Discouraging Leads Instead Of Attracting Them 

There are a lot of reasons your Instagram may not be attracting leads. But here are five of the most common reasons I see. 

1. Your grid is not attractive

Your grid is the layout of all of your posts on your Instagram profile. It isn’t the most important aspect of social media, but the wedding industry is wildly visual. When people start planning their wedding, they immediately think of colors, aesthetics, and photos. 

That’s why it’s so important to use professional photos on your wedding business account. 

If you only have iPhone photos right now, consider investing in a branding shoot to get professional photos that showcase your work! You can collaborate with photographers and establish mutually beneficial trades, or participate in a styled shoot! 

Your grid shows leads (aka potential clients) that you are a professional. It can show your eye for detail and expertise.

Unless, of course, it’s unattractive. Unattractive grids send your leads to your competitors because it doesn’t showcase your professionalism, intentionality, and skill. 

2. Your bio doesn’t explain who you are

Your Instagram bio isn’t a place to be vague and mysterious. Your bio has one goal: tell your potential clients exactly who you are and what you do. 

You only have 150 characters to communicate. Be straightforward and don’t waste words. 

Here’s my general rule of thumb for writing your Instagram bio: 

First line: Your name | Your main service 

Example: Kelsey | Adventure Elopement Photographer

Second Line: Something unique about your business  

Example: Nomadic traveler | Photographing all kinds of love

*interchangeable with the third line 

Third line: Your unique offer 

Example: Digital & Film Wedding Photographer  

*interchangeable with second line 

Fourth Line: Call to Action 

Example: Click the Link to Inquire! 

I’ve found that this system lets you showcase who you are and what you do and infuses a little personality! I encourage the use of intentional, tasteful emojis, too. I believe the digital world always needs a little more color. 

3. Your profile photo doesn’t represent your brand 

Your profile photo is the first thing your lead sees. Just like your bio, it needs to be clear and represent you! 

If you are a solopreneur, I encourage you to use a high-quality, close-up picture of your face. This way, potential clients know exactly who they’re talking to. 

If you are a larger wedding business or a venue, use your logo! Ideally, your logo is simple, bold, and doesn’t include unreadable text. 

Remember, your profile photo takes up less than an inch of your viewer's screen. This photo needs to be high-quality, clear, and accurate to who you are and what you do. 

You will actively lose leads if your profile picture is vague, unreadable, or unprofessional. 

4. You’re not showing up on your stories 

One of my clients recently booked a consultation call with someone who matches her ideal client profile. We’re going to call this client Susie. When Susie asked what convinced her lead to book a call, the woman replied, “I saw you on your stories all the time. I felt like I knew you and that we would get along.” 

THAT is the power of showing up on your stories! 

Stories are the best way to connect on a personal level with your following. You get to show your personality, expertise, and relatability. 

This builds trust. 

And in the wedding industry, trust is everything. 

I wrote a whole other blog post about showing your face and using stories to connect with your ideal clients. Read it here! 

5. The links in your bio are broken 

Broken links are hugely detrimental to your business! This tiny mistake can cost you so many leads. 

When someone wants to work with you, but the link to book a call doesn’t work - most people will move on. Very rarely will a lead follow up and tell you that your link is broken. 

But thankfully, it’s an easy fix! 

When you log onto your Instagram, go into your bio and triple-check every single link you have. Make sure it works, and that it’s directing people where you want it to go! Many times, a link will “work,” but will direct people to the wrong webpage. 

BONUS REASON: Your website has a high bounce rate 

Okay, this may not be a social media tip. But in marketing, you need to pay attention to all your marketing channels, and your website is a BIG one. 

Most of my clients use links in their Instagram bio to direct people to their website. 

If your website is unattractive, slow to load, confusing to navigate, or doesn’t reflect your current brand, you are LOSING OUT BIG TIME. 

I could go on and on about the value of a professional, high-quality website (especially in the wedding industry!) but I’ll leave that to the professionals. 

Kelly at Kelly Ryann Co. is a one brand and website designer I work very closely with. She specializes in working with wedding vendors and helping their brand shine.

Harj of Designed by Harj is another web designer I know, trust, and send my clients to regularly. She helps entrepreneurs in the US and Canada reach their full potential. 

PLUS, Joanna at J. Flynn Copywriting is a copywriter for wedding pros who specializes in search engine optimizing websites. She uses intentionally crafted copy and a deep understanding of keyword research to help her clients connect with their target market online. 

 If you don’t have a website you’re proud of, now is the time to get one. 

Want To Optimize Your Social Media To Increase Leads? 

So if your Instagram account isn’t generating the leads you want, check the six reasons above! If your Instagram feed is attractive, your bio is clear, your profile photo accurately represents you, you show up on your stories, and all your links work - you’re in good shape! 

But if you still feel like you could be getting more out of your social media strategy, book a call! I have helped countless wedding professionals optimize their Instagram, Facebook, and TikTok to attract more leads. I would love to chat about how we can make your wedding business stand out online. 

Check back into the blog soon for more wedding industry social media tips! 

Sarah