When you’re building your celebrant website, you’re crafting the digital front door to your business, the handshake before you meet your couple. And like any good intro, it needs to do more than look good—it needs to work for you. Let’s break it down using these five laws of sales, turning those clicks into conversations, and those conversations into bookings.
Jacob’s Law: Familiarity Wins
Jacob’s Law tells us that people spend the majority of their time on other websites. What does that mean for you? They expect your site to behave like others they’ve seen. No wild, confusing navigation or quirky layouts just for the sake of being “different.” Instead, make your website intuitive.
When a couple hits your homepage, they should easily find a button to learn more about you, view your services, or book a chat. Simple navigation, clear headlines, and obvious buttons keep visitors happy because it’s what they’re already used to. Be creative with your content, but let the layout be familiar.
Hick’s Law: Don’t Overload Their Brains
Ever been to a restaurant with a menu so long you feel paralyzed by choices? Hick’s Law is all about decision fatigue—the more options you give someone, the longer they take to decide, or worse, they might decide not to decide at all.
On your website, streamline the decision-making process. Have one clear call-to-action per page. Want them to book a call? Make that button pop. Too many distractions—like social media feeds, a blog that’s outdated, or three different links to click—will only delay the action you want them to take. Make it easy, make it obvious, and make it quick.
Principle of Least Effort: Don’t Make Them Work
Visitors to your website want the path of least resistance. We’re naturally inclined to take the easiest route to get what we want. So, if booking a celebrant chat means digging through layers of pages or completing a complex form, they’ll likely bail.
Let them do the least amount of work possible to get the maximum value. That could mean a homepage that leads them directly to a scheduling tool, auto-filled forms, or a clear FAQ that handles objections before they even ask. The goal: Make every step feel as easy as a conversation with a mate over a coffee.
Anchoring Effect: Show Them What’s Normal
We’re all wired to compare. The anchoring effect is where people rely too heavily on the first piece of information they see. So, set the expectation high.
On your website, present your premium package first, not last. When couples see that option first, everything else feels more reasonable. If the first thing they see is a high-end, all-in package, the mid-tier and lower-end offerings seem like great deals in comparison. It’s about controlling the narrative—don’t be afraid to put your best (and priciest) foot forward.
Social Proof: Let Your Clients Sell for You
Social proof is powerful because it’s human nature to look for cues from others before making a decision. Your potential clients want to know you’re the real deal, and nothing says that better than glowing reviews and real wedding stories.
Don’t just hide those testimonials on a dedicated “Review” page. Sprinkle them throughout your site. Have a client rave about how smooth the process was? Put that on the booking page. Did a couple gush about how comfortable you made them feel? Let that review be the first thing they see on your homepage. Couples want to feel like they’re making the right choice, and nothing convinces better than someone else’s happy experience.
When designing your celebrant website, think like a couple looking for a trustworthy guide.
Keep it simple and familiar (Jacob’s Law), reduce the overwhelm (Hick’s Law), make it effortless (Principle of Least Effort), anchor expectations with your best offer (Anchor Law), and let happy couples do the selling for you (Social Proof).
When all of these principles come together, you’re not just making a website—you’re creating a powerful tool that turns curiosity into connection, and connection into commitment.
