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Helpful answers from the Attendease team
February 14, 2018
So you are planning an event and you need to build a website. Now what? Before you dive in, you need to plan for a website that will not only communicate about your event, but that will also captivate the attention of the users so they actually sign up for your event (why would you want a website that doesn’t convert, right?). But building an engaging event website is about more than just adding an image and writing a few paragraphs about the event.
For the purpose of this article we will focus on landing pages (and can also be extended to the homepage of your website). Landing pages are usually standalone pages designed specifically to convert visitors into registrations or leads. The goal is to have users complete an action, such as filling in a form or purchasing a ticket. The landing page is usually the page users will arrive at after clicking an ad or a call to action on an email, and is often your homepage, when users come in from search engines, like Google.
Ready to create a high converting event website? These six proven techniques will help you do just that.
Let’s start with the essentials: your event information. You should communicate right away the name of the event, the date/time, and the location. It sounds obvious, but needs reminding – don’t make customers search for this info!
It’s a good idea to also have a large image showing either the city where the event will happen, or a photo from previous events capturing the spirit of the event. Why? Because we are humans, and humans connect with images that evoke emotions. By seeing a beautiful city skyline, or a (happy) crowd attending an event, it makes visitors want to be there and to be part of it. First impression matters, make it count!
The Unique Value Proposition tells people why they should attend your event. You need to answer the familiar question: “What’s in it for me?”. What will attendees take from the experience? Brainstorm a few ideas with your team, and select the best ones to display on your website. You can also use your value proposition on your ad messages and email marketing pieces.
Give your prospects some good reasons why they should attend your event. Maybe it is the variety of sessions they can choose from, some amazing speakers, or the networking opportunities. Put down some great reasons why they should join your event. If you can back it up with numbers, even better!
If you only have a few speakers or sessions, feature them on your landing page with some details to describe what to expect from each speaker or session. If you have too many speakers and sessions, you may decide to feature the most popular ones (those that people are most likely to recognize or that are most likely to drive conversions), and have a link to a page with the details of all speakers and sessions.
Testimonials and social proof are another way to demonstrate to prospects the good reasons to attend your event. By sharing prior attendee impressions of your event you can generate excitement, and influence behavior by generating FOMO (fear of missing out). To create even more human connection, opt for adding a photo of the individuals you are quoting. Adding their company and position can also be a smart move, so prospects in similar positions or industries may find the event even more relevant. This tactic builds trust, so prospects can see other professionals enjoyed the previous event, so it will be a good one to attend.
After reading all of your amazing content, what do you want users to do? A “Register Now” button will lead users from your landing page to the registration page, so they can complete the action you want. Have a clear call to action and make sure it stands out from the rest of the page (different color, size, etc.)
Your event landing page is your opportunity to tell the story of your event: why, when, where, who, and how. Follow these six techniques to improve your conversion rate and pair it with authentic imagery and videos to create a page that will make visitors want to immediately transport themselves to your event!
PS: Not sure what platform to use to build your event website? Try Attendease’s website builder! Attendease offers an easy-to-use dashboard, so you can easily design your website without needing an army of designers and developers. Choose from one of the free templates available, or create your own template. Because Attendease is a complete event management platform, you can have your entire registration process, calendar sessions, email communication, attendee surveys, and more, connected to your website. The best thing: if you manage multiple events, easily clone a past event to create a new one, with the click of a button! Talk to our team to learn more.
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