To optimize wedding websites for engagement, focus on clear, visually appealing design and easy navigation. Use personalized content, including couple stories, photos, and interactive features like RSVP forms and polls. Integrate social sharing options to encourage guest participation and maintain consistent updates to keep visitors engaged. Mobile optimization is crucial, as many guests access the site via smartphones. Finally, analyze visitor interactions and feedback to refine content, ensuring the website remains both informative and engaging throughout the wedding planning process.