Weddingbells.ca, the digital portal for Weddingbells magazine, revealed its newly designed website Tuesday, which boasts a fresh new look and a focus on providing more visual content.

“To help our [advertisers] reach brides we needed to be able to speak in a language that brides understand, and that is a very visual language,” Angie McKaig, director, digital lifestyle brands, St. Joseph Media tells MiC.

The site, which primarily targets younger brides, aged 25 to 34, will also offer more Canadian-oriented content, providing deeper coverage of real weddings and real Canadian brides, as well as a new “gown of the day” feature with additional photo galleries.

McKaig adds that, in the New Year, the digital portal will look to expand its demo to reach younger and pre-engagement couples as well. On top of its more Canadian focus, the website will also look to break down content regionally, to open up additional advertising opportunities to its clients, which typically include fashion, beauty and jewellery brands.

“A large number of clients only want to reach brides in certain regions, and we want to make sure they can reach those needs,” says McKaig.

To this end, adds McKaig, the site is working on rolling out new ad platforms, in addition to its current banner and box units, and integrated content and video offerings, that will “highlight vendors across Canada that are doing spectacular things with brides.”

According to Google Analytics, Weddingbells.ca has seen an average of about 170,000 unique visitors per month over the past three months.