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July 19, 2017
In addition to being the face of your brand and a valuable communication tool, well-designed event websites can attract and convert leads into paying attendees. But not all event websites are created equal. Forward-thinking event marketers are paying attention to current design trends to create websites that impact, engage, and convert.
The predominant web design trend for 2017 is the injection of a more human element. Websites are becoming more relatable, conversational, and intuitive through the use of personalization, customization, and unique user experiences. Here are a few ways you can capitalize on this humanizing trend to design impactful event websites that engage your audience.
The Power of Authentic Visual
Written content is invaluable for SEO but images are taking precedence in site design. But not just any images. Gone are the days of staged stock photos. The emerging trend is to use real images, high-quality authentic photography. In fact, studies have shown that images featuring real people—candid photos that are easily relatable and captures moments of real life—are more effective at converting visitors. Try using images from last year’s event or photographs of the conference centre where the event is being held to engage prospective attendees. Check out 99U Conference’s website or SXSW for inspiration.
Modular design is here to stay. And this is good news for event marketers since it’s an easy, foolproof way to create a clean, accessible website. From the event marketer’s perspective, card, block, and grid design styles are flexible, streamlined, and easy to build; from the attendees’ viewpoint, modular websites are intuitive and easy to navigate, creating a positive user experience. The Adobe MAX Creativity Conference website is an excellent example of the efficacy of block design. (Try refreshing the page to see new designs!)
Intuitive, Natural-language Forms
Registration forms and surveys are an integral part of an event website for interacting with prospects and attendees. Going forward, forms will use everyday language to ask questions and obtain information in a more conversational and engaging way. With customizable forms, event marketers can design questions using natural language to gather customer data more effectively, while delivering a simple, unique user experience.
Additional Trends to Watch
Videos of past events—speakers addressing the group, live audiences engaged with presentations, and real people enjoying themselves at the event—create a feeling of authenticity and relatability. Visit Internet Summit website for ideas.
By showcasing speakers and keynotes on your event website, prospects can easily visualize, as they scroll through the site, the value they will receive by attending. Salesforce employs this technique successfully for their annual Dreamforce event.
By featuring a real-life recap of the previous event on the website, event marketers can manage attendee expectations, while piquing their interest for the upcoming event. Check out Inbound for an excellent example of this technique.
Learn how to create beautiful event website without an army of developers or designers.
At Attendease, we can help you leverage current web design trends to build intuitive, customized event websites—without needing a professional web designer on speed dial. With our advanced publishing engine/ website builder, you can create and publish user-friendly, branded event websites with the click of a button. Flexible registration forms, beautiful event templates, and customizable surveys are at your disposal, no matter what your budget. With Attendease, you can easily launch a compelling event website—with a human, relatable feel—that will delight attendees and drive lead generation.
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