The Pros and Cons of Listing Your Wedding Business in a Directory
Photo by Ivana Cajina
Written by Melissa Woods
If you’ve ever listed your wedding business in a directory and walked away feeling underwhelmed, disappointed, or unsure what you actually paid for — you’re definitely not alone.
For a long time, I believed wedding directories simply “didn’t work.”
What I eventually realised was that I hadn’t fully understood what I was signing up for — or what role directories are meant to play in a wider marketing strategy.
After more than 10 years in the UK wedding industry — listing my own businesses in directories, having mixed results, and later launching and running one myself — I’ve seen this from every angle.
Wedding directories aren’t a magic fix. They don’t guarantee leads, enquiries, or bookings. But when chosen carefully and used well, they can be a valuable tool that supports visibility, trust, and long-term discovery.
Before you write off directories altogether — or sign up to another one — there are two questions worth asking:
Who is this actually built for?
What am I actually paying for?
Everything in this post — the pros, the cons, and the advice at the end — comes back to those two questions.
THE PROS OF JOINING A WEDDING DIRECTORY
1. Visibility to Your Ideal Audience
When you choose the right directory, i.e, one that aligns with your values and aesthetic, you’re putting your work in front of couples who are actively looking for what you offer. It’s a warm audience, not just a random scroll.
2. SEO Juice Without the Tech Headache
As someone who has been running a successful wedding directory for 10 years and also listed our other wedding business (I Just Called To Say) in several directories, I have always seen/known the value of a listing from an SEO perspective. Backlinks from other websites mean that your business is more likely to show up in search results too. You benefit from their hard work without having to be an SEO expert yourself. That said, the quality of the backlink is important, so as always, choose wisely.
3. Social Proof and Credibility
When couples see you featured on a trusted platform, it builds confidence. It’s a bit like getting a recommendation from someone they already trust. Being part of a curated list also signals quality and professionalism. The fact that our Book Of Love was one of the first curated supplier directories (curated specifically for our couples), instead of just letting anyone and everyone sign up and being awash with chair cover hire and scatter crystals has meant that we’ve built a solid reputation over the last decade.
4. Community and Networking
Being part of directories is often more than just a listing. At the Book Of Love, we’re all about connection. Whether it’s online, or at one of our events. That community vibe can be just as valuable as the leads. If you are looking to collaborate with other industry folk, you’ll have a pool of talent to access.
5. Time-Saving Marketing Support
Let’s be honest, marketing is a full-time job. A good directory helps ease the pressure. All directories work differently but most will favour their paid directory members. You’ll be first in line for features, backlinks, and sometimes even social promotion, all of which help grow your reach without taking more hours out of your day.
Photo by Hayley Murray
THE CONS OF JOINING A WEDDING DIRECTORY
1. Not All Directories Are Created Equal
Some are overcrowded, uncurated, or just not that well-maintained. If couples are scrolling through hundreds of listings that all look the same or are of poor quality, you could get lost. That’s why choosing a platform that fits your niche really matters.
2. Results Can Take Time
Just listing your business doesn’t guarantee instant enquiries. Like any marketing platform, it takes time to build visibility, especially if you’re new to the scene. Think of it as a long game, not a quick win. We’ve seen some suppliers generate immediate bookings in the Book Of Love and others who didn’t see any success over 12 months, despite being excellent! We’ve also had someone leave after 12 months and get a booking the day after they left, from a couple who’d discovered them in the directory months before but weren’t in a position to book at the time. It’s about ensuring that your business continues to be discovered by future couples.
3. There's a Cost (But It Should Be Worth It)
Most quality directories aren’t free, and that’s a good thing. It means the platform is being properly managed. But you do need to assess whether the investment fits your budget and aligns with your business goals. At MNT, we want all of our suppliers to see a return on their investment (although we can’t guarantee it) Have a think about what it would take to make it a worthwhile investment?
4. You Still Need to Do Your Part
A directory can get eyes on your business, but it shouldn’t replace alternative marketing efforts. It should work as part of an ecosystem. Look at your own platform too — do you have clear, compelling copy, standout imagery, and a link to a website, and process that converts leads that come through? We know for a fact that many of our couples use Book Of Love as a discovery tool before going off and doing a deep-dive into the businesses that they find. So, if your own website is a lackluster, or doesn’t explain your service properly… your socials are non-existent, then you are less likely to see success from your marketing efforts.
Things To Consider Before Joining a Wedding Directory
Directories are a tool, not a guarantee. They should be used as part of a more holistic marketing strategy including:
Blogging
Social Media
Face To Face Events
Paid Advertising i.e online, Meta Ads, Magazines etc
Email Marketing
And btw… you don’t need to do them all. Pick the ones that you feel comfortable with but try to have a good mix.
What You Are Actually Paying For:
Over the years, I’ve learned that a lot of wedding directories get a bad rep because there’s a misconception when it comes to the cost and expectation, so I’m going to break it down.
N.B This list may vary because all directories are different but here’s what our annual membership fee covers:
A bespoke listing that is built by a human in order to ensure quality, and an optimised performance
Expert guidance on copy and imagery
12 months ‘real-estate’ on a professional platform that has its own running costs
12 months ‘real-estate’ on a professional platform that generates relevant traffic from a high-intent audience that suppliers want to access
Association with trusted brand that has 10 years of results, often outperforming bigger/similar platforms
50% OFF exhibitor space at The Un-Wedding Show events + MNT Live events
Access to our supplier referral program, so you can earn money from recommending us
Access to collaborative features and opportunities on MNT's range of platforms - online, live events, and bi annual print magazine.
Exclusive rates for advertising on all platforms mentioned above.
What You Are Not Paying For:
Guaranteed traffic
Guaranteed leads
Guaranteed bookings
And I know this isn’t what you want to hear but I think it’s best to cut the BS and manage expectations. The reality is this — if there was ever a world where your success could be quantified and guaranteed, in any given time-frame, the price/investment… whatever you want to call it… would be unaffordable for most.
My Advice (For What Its Worth)
Wedding directories aren’t inherently good or bad — they’re tools.
Some are thoughtfully built ecosystems designed to support couples and suppliers.
Others exist primarily to sell listings, with little consideration for what happens after you’ve paid.The difference becomes much clearer when you’re honest about two things:
who a platform is actually built for, and what you’re realistically paying for.Directories work best when they’re treated as part of a broader marketing ecosystem — not as a shortcut, a guarantee, or a last-ditch fix. They reward patience, consistency, and alignment far more than urgency or expectation.
And just because one directory didn’t work for you, doesn’t mean the next one won’t.
A quiet season doesn’t define your business.
And lack of conversion often points to something that can be refined — not something that’s broken.With the right mindset, clear expectations, and a considered fit, directories can become a genuinely useful part of your marketing strategy — not because they promise outcomes, but because they create opportunity.
The goal isn’t to join every directory.
It’s to choose well — and use them intentionally.And remember:
Free/cheap isn’t always better — look for established resources who have an audience of couples (not just suppliers)
Big isn’t always better — look for a resource that feels intentional and curated
Pay monthly options can set an unrealistic expectation. More often than not, it is a long game and your listing needs to build up its online presence.
Just because one directory didn’t work for you, doesn’t mean the next one won’t.
Just because you had a bad season/year with one directory, doesn’t mean the same for next year.
Have a look at your own website and processes to feel confident that you have a good chance of converting and traffic/leads that may come your way as a result of your directory listings (or any other marketing efforts)
With the right mindset, strategy and fit, wedding directories can become a powerful part of your marketing strategy. If you're a modern wedding supplier who cares about creativity, inclusivity, and helping couples plan weddings that reflect who they are, the Book Of Love might be your next best move.