Here’s the deal wedding pros: 2025 is your year to rethink the copy on your website and throughout your digital sales journey.
Why?
Because your customers are changing.
A new generation is in town.
Hi Gen Z 👋
With some Gen Z couples now in their late twenties—the average age in the US to get married—you need to understand their purchasing behaviour, values and digital behaviour.
Then use this intel in your marketing and copywriting strategies to get ahead and stay relevant.
So welcome to 2025, where Gen Z and the youngest millennials are stepping into the wedding market.
Why does this matter to your marketing and sales copy?
Because this generation of couples is different. They’re 100% digital natives.
They’ve grown up online scrolling through Instagram captions, TikTok trends and endless ads.
They’re savvy shoppers with short attention spans looking at you (and endless other wedding vendors) across multiple platforms.
To attract and book Gen Z couples, the copy on your website, and throughout your customer journey, needs to work harder than ever before.
It needs to cut through the noise, get their attention, keep their attention, build connection, foster trust and sell.
So let’s explore Gen Z’s digital traits and dive into the copywriting strategies wedding pros and venues need to win over Gen Z couples in 2025 and beyond.
Copywriting strategy #1
Write for the skimmer (because Gen Z doesn’t read every word)
Gen Z aren’t just pros at scrolling— they’re also experts at skimming copy to find out what they need to know and what’s in it for them.
So get to the point.
Because they aren’t reading every word in your emails or on your website, use smart copywriting strategies and formatting hacks to get your point across quickly and effectively.
Say more but with less words.
How to action:
- Use your headlines strategically to convey key points
- Break up copy with bullet points, emojis and headings
- Use bold text or callouts to highlight key information
- Keep sentences concise (aim for no more than 15 words per sentence) and paragraphs short (avoid walls of copy).
Copywriting strategy #2
Your website needs to be flawless on mobile (because Gen Z lives on their phones)
We mostly look at the desktop version of our websites.
But most of your potential customers are looking at your website on their phones.
Don’t believe me? Check the data in your Google Search Console or Google Analytics.
Gen Z has grown up surgically attached to their smartphones.
A whopping 98% of Gen Z owns a smartphone and 91% get their first mobile before they turn 16.
So, here’s the hard truth: If your website doesn’t impress or perform seamlessly on mobile, Gen Z won’t stick around.
They’ve interacted with enough brands online to know what a good user experience looks like.
They won’t wait for your website to load.
They won’t zoom in to read your tiny copy or wade through a wall of words.
They’ll get frustrated, feel underwhelmed and bounce off your site.
How to action:
- Design your website with mobile users in mind
- Prioritise lightning-fast load times and easy navigation
- Think big, bold buttons and CTAs that are easy to press
- Make sure your forms are easy to fill out on mobile
- Use large, readable fonts and concise copy that fits smaller screens.
Copywriting strategy #3
Inject real personality into your copy (because Gen Z craves authenticity, not perfection)
To stand out online as a wedding pro you need to show a little of your salted caramel pretzel personality in your copy, not the vanilla version.
Because in a digital world increasingly flooded with bland, AI-generated copy, your uncopyable personality and voice is the secret sauce to stop you blending in.
Bring your personality into your copy.
Don’t be afraid to be a little quirky, share your sense of humor, and let your IRL voice shine through.
Authentic, human-created content is THE way to stand out online and build trust with your audience. Don’t let AI write your content or steal your voice.
How to action:
- Write in a conversational tone that reflects your personality
- Share real stories, challenges, behind-the-scenes content and the ‘why’ behind your business. These are the things that are 100% unique to you
- Use humor, storytelling, and a consistent brand voice to make your brand memorable
- Use AI tools for brainstorming, research and editing but don’t use them to write your copy
- Use my HEART copywriting formula to write a compelling About page for your website and bring to life who you are, why you do what you do and why couples should hire YOU.
Copywriting strategy #4
Write crystal clear messaging (because Gen Z doesn’t have the attention span to figure out why they should choose you)
Like couples before them, Gen Z is feeling overwhelmed.
They’re making a mountain of decisions, weighing up multiple options and planning something they’ve never planned before..their wedding.
When it comes to choosing their vendors, they don’t have the time, energy or inclination to figure out vague or complicated messaging.
So the smartest thing you can do as a wedding vendor is to make it super clear in your messaging who you are, what you offer, who you serve and why they should hire you.
Clear, compelling messaging is essential to capturing—and keeping—the attention of Gen Z.
How to implement:
- Lead with clear messaging and a strong value proposition in the hero section on your homepage. From the moment a couple lands on your site, they should immediately understand who you are, what you do and how you can help them
- Highlight what makes you different from competitors. Whether it’s your unique style, process, or commitment to inclusivity or sustainability, make it obvious why your dream couples should choose you over others
- Make your customer the hero in your copy by using ‘you’ and ‘yours’ in your messaging. Frame your copy around what they want and their emotions, not just what you do. This personalises the experience and helps them easily understand how you can help them.
Copywriting strategy #5
Sprinkle in social proof like stardust (because Gen Z needs proof, not just promises)
Reminder: Gen Z is digitally savvy.
They’ve grown up with the internet, influencer marketing and being sold to.
Their trust levels online are low.
They can smell a fake review or staged testimonial a mile away.
If they don’t believe what you’re saying, they won’t trust you.
And if they don’t trust you? They’re not going to book you.
So it’s more important than ever to strategically sprinkle authentic, real-world proof of your expertise throughout your copy to build trust with Gen Z.
Because seeing and hearing from couples who’ve hired you, and are raving about their positive experiences, is a major factor in Gen Z’s decision-making process.
How to action:
- Don’t just use polished, perfect reviews, also use “raw social proof”. Include screenshots of real client feedback via WhatsApp messages, DMs or emails —they’re more personal and feel authentic.
- Showcase testimonials and case studies throughout every page of your website. Don’t hide your reviews away on a ‘Testimonials’ page. Weave them throughout your site—on your homepage, service pages, or even blog posts.
- Use pull quotes (this means pulling out the most powerful part of the your client’s review and using it as the headline for the testimonial). So if someone is skimming your copy they’ll get the main gist of the review, without having to read every word.
Final thoughts on wedding pro copywriting strategies for 2025:
Recap: 2025 is the year to rethink the copy on your website and throughout your digital sales journey to connect with Gen Z, the new wave of wedding couples entering the wedding industry.
Change is coming but, the winning mindset comes from marketing legend Seth Godin, “Change is not a threat, it’s an opportunity”.
By understanding your customers and using modern marketing and copywriting strategies your wedding business will stay relevant and be positioned to book more Gen Z couples in 2025 and beyond.
Yay! 🤩
Jennie Hawkins, wedding sales copywriter
Jennie Hawkins is the go-to sales copywriter and SEO strategist for wedding pros and venues. She helps wedding businesses attract and book their dream couples with modern copywriting strategies that connect and convert.
Her mission? To free wedding pros from endless lead chasing and sales calls, so you can focus on what you love doing: creating unforgettable wedding experiences—while your sales copy is hard at work wooing new couples.
❤️Need a little word-fetti for your wedding business?
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