All Things Wedding

The brief

Wedding planning is a location-first search. Nobody wants a florist; they want a florist who will travel to their venue. Any directory in this category that leads with category instead of location is fighting the user.

The commercial model also depends on suppliers adding and maintaining their own listings. A directory where the owner enters every vendor by hand stops growing the moment the owner gets busy.

What we built

A three-field search sitting directly in the hero - where, what category, and a free-text field - so the primary action is available before any scrolling. That search bar is the homepage's actual purpose and it is treated that way.

Full self-service for suppliers: registration, sign-in, and an "Add a listing" route that is a prominent button rather than a footer link, because supplier acquisition is as important as couple acquisition on a two-sided directory.

Paid listings run through a cart, so upgrades and featured placement are transactions the supplier completes themselves rather than an invoice someone has to chase.

Why it works

Category and location combinations each get their own crawlable URL, which means the directory can rank for the long-tail searches - a supplier type in a specific town - that individual small vendors will never rank for on their own. That is the core value exchange that makes suppliers pay to be listed.