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Competitive Research
We studied wedding planner websites across the DC area and beyond to understand exactly what Elizabeth's site needed to do differently.
A Wedding Planner Website Built on Story
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Overview
Weddings by Liz is a wedding planning company founded by Elizabeth Allen Wells, serving couples across the Washington, DC area. Most wedding planners sell a look, then spend the rest of the relationship convincing a couple to want it. Elizabeth works the other way: every wedding she plans starts from the story of the two people getting married, not a palette she's already decided on.
The Challenge
Most wedding planner websites overwhelm couples with information before they've even decided who to trust — gallery after gallery of someone else's flowers, someone else's dress, someone else's day, presented as the style a couple is expected to want. The challenge was to build a site that let a couple picture their own wedding before they were shown anyone else's.
The Solution
The homepage opens on an empty altar — no crowd, no couple, no borrowed wedding — so the first thing a visitor sees is space for their own. From there, every page is built to make one thing clear: Elizabeth isn't selling a style of wedding — she's building the one that already belongs to them.
Weddings by Liz isn't built around a signature aesthetic, because Elizabeth doesn't believe a wedding should have one — the mood is decided by the couple, not decided for them in advance. The site was designed to help a couple imagine their own wedding first, trusting that Elizabeth's job is to build whatever that turns out to be, not talk them into hers.
Weddings by Liz went from a business with no online home to one with a fully custom website built to earn a couple's trust before the first conversation ever happens. Today, the site is Elizabeth's primary source of new business, consistently bringing in around nine qualified inquiries a month.
