The doubt is the search. Couples type whether they need a planner at all, long before they compare any, and the page that answers honestly — including when the answer is no — is the one they remember.
Cost is asked constantly and rarely answered. A percentage or a range, with what changes it, brings in couples with the budget and stops the enquiries that were never going to proceed.
On-the-day coordination gets looked up by its own name, usually by a couple months into planning who have just realised they cannot run the day and enjoy it. That enquiry needs almost no persuading.
Destination and multi-day weddings are a different business. More logistics, more suppliers and a considerably larger fee, and the searches have almost no local competition.