Your inquiry form can be the do-or-die moment that converts viewers into leads – or makes them hit the ‘X’ in the corner of the tab.
But when writing your inquiry form, it’s easy to fall into the trap of thinking only about what makes your job easier.
Which makes sense, but…
As you’re thinking about what to ask on your form, remember how many forms couples may be filling out. If they’re selecting their own florist, they may inquire with 6 or 7 florists before finding the right one.
Now multiply that across every category (venue, DJ, photographer, caterer, etc.) and it can add up to dozens of forms filled out.
(And even couples who hire a planner often source some vendors themselves—starting with the planner, of course. Couples with a high budget and exacting standards may inquire with over a dozen planners or photographers before finding the right one.)
If you’re asking too many questions—or the wrong questions—it could turn off couples who’d otherwise be a great fit for your services.
5 Mistakes You Might Be Making On Your Inquiry Form—And How to Fix Them
1. Asking Too Many Questions Before Confirming Availability + Pricing
When clients inquire with you, the first thing they want to know is: “Are you available on my date?”
(And if your site doesn’t show any pricing, rest assured—they’re also wondering if you fit into their budget.)
So it’s no surprise that couples don’t want to spend half an hour filling out a detailed form, only to find that you’re already booked for their date, or your lowest package is 3x what they’d budgeted for florals.
What To Do Instead
If you’re not getting enough inquiries, you may want to simplify your form so that you’re only asking questions that you need an answer to.
An exception for wedding venues: You have a bit more leeway here, because couples expect to be asked certain questions (head count, additional events, catering needs, etc.) That said, make it easier on them by using dropdowns and checkboxes whenever you can, instead of open-ended questions.
2. Asking Couples to “Pitch Their Love Story”
(And yes, I’ve heard them call it exactly that.)
You want to get to know your clients, especially before you hop on a sales call—and besides, who doesn’t want to gush about their meet-cute?
But here’s the thing:
Sometimes a couple met on Tinder or at a dive bar and there’s nothing especially “cute” about their story—or there’s something they’re not comfortable sharing with someone they don’t know yet.
Sometimes this question feels like they’re being asked to prove that they’re cool or worthy of working with you.
And one last thing: like I said earlier, they’re filling out a ton of forms. As fun as this question might be the first two or three times, by the time they hit form #35, the sparkle has worn off.
What To Do Instead
Ask an open-ended question where they can share anything that’s relevant about them—or their plans for their wedding. That gives the “I want to tell you everything” types room to share a blow-by-blow account of how they met, while others can focus on the event itself, or just a few key details.
An exception for photographers: Clients don’t seem to mind as much when you ask this question. They see your work as storytelling, which means you need to know about them. Plus, you’re going to spend a lot of time up close and personal with them on their wedding day, and they’re just as excited as you are to make sure it’s a vibe before they book.
3. Asking For Instagram Handles
I get it! You want to put a face to a name and maybe get a sense of their aesthetic before you jump on a call. Besides, you want their handle so you can tag them later. Why not ask?
But some people feel like they’re being vetted to see if they’re hot enough to fit in on your feed.
Or that you’re checking their follower count to decide if it’s worth working with them.
Spend enough time on wedding planning forums, and you’ll see horror stories where couples share that they were dropped in favor of someone with a bigger social platform—or because they didn’t match a vendor’s preferred aesthetic.
What to Do Instead
If it’s really important to you, ask for their social handles once you’re a little further along in the booking process.
4. Asking Super-Specific Required Questions
The best example I saw of this was a wedding planner who asked potential clients who their favorite Disney princess was—and it was a required question, so they couldn’t submit the inquiry form without it.
(Sidebar: just princesses? I’m not a princess girlie but I have a few characters I love. Extremely narrow question, IMO.)
If that planner was only looking to work with Disney superfans, then great! But otherwise, extremely specific questions like that can turn off otherwise great clients who just have slightly different taste than you.
What To Do Instead
If you still want to ask this type of question, don’t require an answer in order to submit the form.
5. Not Using Inclusive Language
It’s 2024 almost 2025, so let’s stop assuming that a) the person filling out a form is always the bride and b) the second person is a groom?
Scroll through forums where LGBTQ+ couples talk about wedding planning, and you’ll quickly find out that defaulting to bride/groom fields on an inquiry form is a red flag for LGBTQ+ clients (even if you’re otherwise welcoming).
What To Do Instead
The simplest way to handle things is to ask for the form-filler’s name and then their partner’s name. There are also alternatives like “marrier” or “nearlywed,” depending on your brand’s tone of voice.
(Note: As a French speaker, I feel compelled to tell you that fiancé and fiancée are both technically gendered terms. Some English speakers read fiancé – with or without the accent – as gendered, and some don’t. Tread carefully here.)
You can also ask for each person’s pronouns on the form. This is a nice way to signal inclusivity if your clients are individuals (for example, you’re a makeup artist). But this shouldn’t be a required question—just an opportunity for them to share.
Okay, But How Do I Measure This?
A giant caveat: you might be doing some of these things. And they might be working just fine for your business. How do you know?
- You’re consistently booking work at your desired price point
- You’re not spending too much time filtering out bad-fit leads
If both A and B hold true, then you may not need to change what you’re doing.
(Although I’d still recommend updating your form to use inclusive language!)
If you do want to measure the change, use Google Analytics and your CRM to track how many people land on your contact page versus how many inquiries you receive. Then keep tracking as you make changes to see how many more leads convert.
Want someone else’s eyes on your inquiry form?
That’s a (small) part of what I provide in my website copy audits. Everything I do within the audit is designed to enhance user experience, zhuzh up your copy, and get more inquiries in your inbox. Get the details here.
