Top 3 Tools for Growing Your Venue Business
While there are a lot of factors that go into creating, managing, and growing a venue business, a tool that is at the intersection of it all is your website.
Branding design, SEO, copywriting, Pinterest, email marketing, CRM lead forms, scheduling apps…they’re all brought together on your website to create an online home and 24/7 ambassador to connect people to your venue and invite them into your sales process.
Your website:
sets the first impression by its design, flow of information, and ease of navigation
drives traffic by using SEO to bring people in via search results
tells a story through carefully crafted messaging that connects with your ideal clients
showcases your space and all the possibilities within a curated gallery
naturally moves people who fit your ideal client profile to inquiring
shares social proof through 5 star testimonials from past couples
provides the space to answer questions, book tours, and share pricing
highlights tips and real weddings in blog posts
gives visitors a place to land after finding you on Pinterest or Instagram (say goodbye to Linktree!)
streamlines your sales and onboarding process, making it easier for your clients AND you
All of this means your website has huge potential to impact the growth, reputation, and discoverability of your business. But it also means that your website is just the start. Here’s what I believe are the perfect mix of tools to have in your toolbelt when it comes to providing a solid foundation for growth and scalability for your business:
1. Website (+ my platform recommendation)
The above functions and more are why I believe a website is one of the most crucial tools you need at the foundation when you’re working to grow your venue. Since it’s the hub and center point of different processes, it’s important to make sure you make a wise choice for which platform will make all those functions and features possible.
My recommendation: Squarespace!
I’ve been using this platform since 2014, and I’m always impressed by the thoughtful changes and additions they’ve made to their features over the years. For service providers, like a venue, I truly believe this is the best website platform to use.
Best features of Squarespace that make it perfect for venues:
Ease of use and versatility in design, which makes it the perfect fit for creating a polished and professional first impression while still being simple to maintain and update over time
Built in blogging that makes it simple to stay consistent with sharing content, boosting your SEO game, and building momentum with Pinterest
Built in e-commerce – sell anything from physical products (like venue swag!) to digital products (like workbooks or resources) to services or event tickets
Simple integration of third party services, like your CRM, scheduling, and email marketing tools
SEO checklist to make sure you’re following all the correct steps to ranking high with Google (and just to clear up a common myth: Squarespace is indeed an SEO friendly platform. But don’t take my word for it! Sara Does SEO, my favorite SEO pro for the wedding industry, wrote this article all about how Squarespace has stepped up it’s game in recent years.)
Ability to create password-protected page that are perfect for creating backend pages with content tailored to nurturing leads or guiding current clients
Built in analytics that allow you to check important stats, like number of visitors, popular pages, referral sources, etc. (keep in mind, you can still connect Google Analytics for more detailed information, but Squarespace analytics are great for gauging the content that’s doing well and getting a general understanding of your traffic)
Various page types – like Portfolio, Events, and Shop pages – that make it simple to organize and display all sorts of content and tailor it to your needs
Ability to create courses and paid educational content, which can be used in creative, out of the box ways to grow your business or provide more resources for your clients
And more!
In short, Squarespace provides all the features your venue would need to get started, as well as features that give you lots of room to grow.
2. CRM (Client Relationship Management) Software
At the heart of a smooth client process is a robust tool that can manage everything all in one place; this is your CRM, or Client Relationship Management, software.
While there are many to choose from, most CRMs for service providers will include features like lead forms to embed on your site, sending proposals, contracts that can be digitally signed (your clients will LOVE this!), sending invoices and payment plans that can be paid online via credit card or ACH transfer, questionnaires, automated emails and reminders, scheduling, and so much more!
Though this is a tool that can be a big task to set up, having all these event details under one roof within a client portal not only makes your life easier, but it also gives your business a professional edge and elevates your client experience simply because it makes the entire process of working with you so simple.
Some popular options for CRMs include:
17hats
Honeybook
Dubsado
AislePlanner
Event Temple
3. Scheduling
For any service provider who needs to regularly book times to talk with inquirers and current clients, using a scheduling tool like Acuity or Calendly (or one built into your CRM depending on the features you have available) is going to be a complete game changer.
By having a calendar set up with your availability, you’ll be able to cut out the back and forth emails with clients trying to find a time that works for both of you, you can set healthy boundaries, and you can create a more consistent, predictable schedule.
For venue owners, this means you can set up a calendar with your availability for short initial discovery calls, another calendar for tours, and another calendar for booking meetings to go over designs, floorpans, etc. It’s a tool that can be tailored and scaled to fit your needs and make your life easier!
Best of all, it’s a tool that integrates beautifully with both your website and CRM to make the process as seamless, consistent, and hands-free as possible. You can embed calendars on a backend “welcome” page that inquirers are automatically directed to and/or you can link to the calendars directly in email templates that are set up in your CRM.
Those are my top tools that you can use as a powerhouse trio to connect, convert, and create raving fans, all while saving you precious time and energy that can be spent on the things you love most.
If you want a website template that makes it simple for you to plug in content, customize with your branding, and integrate tools, like your CRM or scheduler, check out the Laurel template!
