Four findings shaped this template – and one principle: it works on two audiences at once. The couple thinks “this is what our wedding could be”; the property thinks “this is us, at our best.” View the current Conrad Orlando guide →
A couple meets the production team’s @handles, a thank-you from the property’s marketing department, and a vendor testimonial about business visibility – before the dream. In the new design, the gallery leads and the credits close the page quietly.
“A global wedding marketing initiative” framing and B2B testimonials sell the styled-shoot programme – to a couple who landed here from Pinterest. In the new design, the guide speaks to the couple; the programme sells to properties on the For Properties page.
The only CTA is “Book [property]” with no context of who Wedaways is or what booking involves – then the page dead-ends. In the new design, every guide routes: plan your wedding here, see the property, start the conversation.
Forty-five beautiful images in one continuous stream – it looks lovely, but it isn’t showing the visitor anything in particular, or leading them anywhere. In the new design, the gallery is given purpose: editorial chapters – sense of place, the aisle, the art of the table, the dress – that guide the visitor through the property and towards the next step.
Why this blockProperty name, place, and one breathtaking frame – the dream first. The eyebrow names the format so couples (and planners) recognise the series wherever they land in it: most arrive via a campaign link or Pinterest, never via the archive.
Copy briefTwo or three sentences on the property as a wedding setting – what it feels like, what kind of wedding it suits, from people who have stood inside it. Ends with Wedaways’ role: room blocks, suites, buyouts, all of it arranged.
Why this blockOne clear route the current guides don’t have – straight through to the property’s own page, so the couple never hits a dead end. The conversion moment itself comes later, in the “Make It Yours” section, so this stays a single, simple call to action.
Copy briefOne short overview line here, then the gallery. The chapters and their subtitles are fixed across every guide – one template all twenty-one (and counting) drop into, no bespoke copy per shoot.
Why this blockThe same forty-five images, organised into chapters so the page reads as editorial rather than a camera roll. The gallery works twofold: the couple sees their wedding; the property’s GM sees their hotel presented at a level their own marketing can’t produce – which is precisely what sells the next styled shoot.
Copy briefShort bridge: the room block, the suite, the buyout if you want the whole place – arranged by the people who know this property firsthand.
Why this blockThe conversion moment, placed straight after the emotional peak of the gallery – one clear action, nothing competing with it.
Why this blockKeeps the couple inside the inspiration layer instead of bouncing back to search. Three nearest guides by mood or region, then the full library.
“A short, warm line from the General Manager – in their own words – about welcoming Wedaways to the property.”
Why this blockTwo kinds of thank-you, split by audience. A short, human line from the GM stays here – it’s quiet proof to the couple that Wedaways has a real relationship with the property, not a listing (“we are in the room”). The full B2B letters – the ones about marketing reach and business visibility – move to For Properties, where they sell the programme to the audience that buys it. A script/handwritten typeface would lift this further; we’d add one to the type system in the design phase. The credits themselves stay, closing the page quietly rather than opening it.