5 Tips to Build a Sophisticated Event Website

by Lilly Miller,

18 August 2021

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Creating a website is the opportunity to spread the word about your event and maximize attendance. To harness the power of your website, you need to ensure it reaches your target audience and engages them. Here is how to design a killer event website in five simple steps:

Invest in User-Friendly Website Design

By creating an aesthetically appealing website, you will keep audiences engaged. Here are a few rules to follow:

Keep your website easily navigable. 

Event websites often have a linear design. One-page websites with simple layouts are a perfect option for event sites. They let you provide key event information without overwhelming them. Most importantly, you can easily optimize one-page sites for mobile experiences. Whether your website has one or multiple pages, keep its information architecture simple. Insert a navigation menu, search features, and CTAs to guide users towards converting.

Use high-quality images and videos to boost user engagement. 

You can use the photos from previous events. They can serve as a preview of what users will experience once they sign up. On-brand videos can boost user engagement and inspire conversions. That could be footage from your previous events, attendees’ testimonial videos, or videos that list the top speakers.

Design attention-grabbing CTA buttons. 

They should be in line with what you expect your website visitors to do. Therefore, make it clear and short, such as “sign up” or “share that you are attending.” Also, focus on the CTA button design. Make them prominent on the site.

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Optimize for Search Engines

Once you create a spotless event website, you want to boost its visibility and increase attendance. To optimize your website for Google searches, you should:

Choose an SEO-friendly domain name. 

When users google your event, they should spot your website at the top of Google’s search pages. Therefore, a domain name should match your event’s name. To stand out, play with TLDs. For example, the .me extension helps you create a personal domain name or turn it into a call-to-action. 

Use the event schema markup. 

Schema helps search engines understand your event better by adding context to your event. Include information such as the event location, title, description, and start date.

Optimize your on-site elements.

Some of them are your title tags, meta descriptions, image titles, and alt tags. Keep them informative, short, and keyword-optimized.

Promote your website on ticketing marketplaces.

By promoting your event website on platforms like Eventbrite, you increase its exposure and generate higher traffic.

Keep It Informative

The event name should be the first a visitor sees once they land on your website. Keep it front and center and choose bold fonts to grab users’ attention. Place other essential event information, such as its date and location, right below the event name. Make sure that everyone landing on your page can quickly scan it, understand what the event is about, and learn more about registration.

Next, visitors will want to learn more about the event on your website. Keep the information easily accessible. If you make it hard for visitors to find event details, they will leave without booking a ticket. 

Here are a few rules you should know when writing a website copy:

  • Provide the event agenda with strict timetables, schedules, and locations. 
  • Include the details about the event venue, such as its exact location, style, capacity, catering, technologies, nearby accommodation options, etc. Platforms like Spacehuntr let you book the entire event in one place, from booking the conference room to finding hotel rooms for attendees.
  • Make a list of your headlining speakers easy to find.
  • Feature sponsor logos on your website.
  • Provide company data and contact information.
  • Inform visitors about ticket pricing and registration options. That is also the opportunity to insert additional CTA buttons.

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Provide Social Proof

It is in human nature to conform to the attitudes of wider social groups. Before registering on your website, visitors will seek other customers’ reviews and testimonials. For your potential leads, social proof is evidence that your company is legitimate. There are various types of social proof marketing. For example, ask your customers to write testimonials. Publish them on your website along with their names, company titles, and photos.

Offer a Seamless Registration Process

For starters, make your event registration button prominent. It should be easy to find without any unnecessary scrolling or click-throughs. To minimize website bounces, simplify your registration forms and avoid asking unnecessary questions. Finally, remember that effective customer service is vital to event promotion. Add question forms to your website, insert live chat features, and share your contact information. Create an FAQ section for users that prefer self-service.

Over to You 

When built strategically, a website can significantly improve the exposure of your online event. By implementing the above mentioned tactics, you will put your event website in front of the right audiences. Above all, you will drive website traffic, boost user engagement, and offer frictionless event registration.

Lilly Miller
Lilly Miller

Lilly Miller is a freelance writer. Settled in Sydney, shares home with two loving dogs and a gecko named Rodney.

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