And the number one rule of marketing? NSAMCWADLP
: Never Start A Marketing Campaign Without A Dedicated Landing Page. In other words, never start your “campaign,” or event, without having a “landing page,” a webpage to send prospective attendees to.
Your event’s website is your biggest promotional tool –
it’s the first place your audience looks for information, and where they’ll spend the most time interacting with your brand in advance of the event.
You might be asking yourself, “But what should my event’s website look like? What should it say? How can an event website help me drive attendance to my event?”
We’ve got your answers here:
Your goal should be to build a sleek, professional-looking website that’s easy to use and navigate.
This is the homepage of the website for our annual event, Lanyon Live. Notice that the page is simple and branding is consistent. Also, our “Call to Action,” or the action we want visitors of this website to take, is abundantly clear: we want them to register for the event.
Every detail counts: is the most important information front and center? Do all the links and buttons work?
What Should Your Event Website Look Like?
Does it take too many clicks to get to a certain page? Are the fonts scaled correctly and easily readable regardless of web-browser?
It’s important to maintain consistency across your event promotions and marketing to build brand awareness throughout the event journey and maintain a professional look and feel. Make sure your emails, website, mobile app and other event materials and communications all look like they’re from the same family — they should share the same fonts, headers, footers, colors and logos. Attendees should be able to immediately recognize items pertaining to your event.
The second most-important rule in marketing: have a “Call To Action,” or CTA.
Your CTA should be 3-5 action words (that means verbs, people!) that tell your audience to take action. A really great CTA for event marketing? “Register” – it’s that simple!
Notice in the picture of the Lanyon Live event website above, the CTA for “Register” exists twice on the page, and entices you to click on it. And speaking of clicks...
What Should Your Event Website Say?
It’s hard to be sure what works best without experimenting a little. Not sure what will grab the most responses? Suspect that different wording might boost your conversion rate? Measure the number of page sessions, time on page, average session duration, and most importantly, how many “goal completions” (aka registrations!) are completed.
Then, use the lessons you learned from this data to inform your decisions at your next event. If attendees loved your streamlined, minimalist-style website, keep it similar for next year! If you received multiple requests for additional information, consider building more of that into your site. If page views were higher on your agenda page then on your info page, how can you utilize elements from your agenda page into your info page?
How Can Your Event’s Website Help You Drive Attendance to Your Event?
With the right event management tools and a dash of innovation, you can work wonders for your event marketing. RegOnline® by Lanyon offers a host of easy-to-use marketing tools
that deliver professional-looking results without the price tag of outsourcing to web designers and other contractors.
We’ll walk you through some top tips on how to successfully market your event throughout the attendee journey
and drive the most value.