Event websites are the first place where someone will experience your event. The first time someone experiences your info is when they lay eyes on your event page. No matter what your job is, great event websites are always beautifully designed.
When creating an event website, all your efforts should be geared towards 1) boosting your site’s traffic and 2) boosting your registration numbers or numbers of RSVPs through the site. While the first one isn't that simple, you can solve the second one with an event booking system.
When focusing on these two areas any theme, style, and layout structure can be used while still building a following. Naturally, how good the event itself also plays a key role in how many tickets will be sold. But great event websites showcase great events, which will in turn help boost ticket sales and generate buzz.
Basically, your event page should be:
If your goal is creating an event website that will convert passers-by into participants as well as generating a lot of buzz before the event even takes place, check out these tips for creating the best event websites.
Designing Your Landing Page
When designing event or conference websites, select a theme and don’t stray away from it. No matter whether you’ve gone for an 80s aesthetics or black and white typography, ensure it matches the tone and mood of the conference. You can also match your theme to your web copy (techie, serious, funny) or to how you used white space to organize your page’s content.
Interface consistency is guaranteed when designing with a theme. Since thematic websites generate patterns for users to pick up, they’re popular among them due to being user-friendly. If incredible graphics don’t match your event, they’re not necessary. However, it’s a good idea to recreate the conference’s mood by creating a mood for your event page.
Are you aware of the link between colors and psychology? Various feelings are invoked by various colors – e.g. blue invokes trustworthiness, red invokes confidence, and yellow invokes fun. This allows you to set the website’s tone by selecting colors that represent the feeling you want to invoke in your visitors.
The branding guidelines of your organization may restrict you, but generally speaking, light backgrounds go with dark-colored texts. It’s visually appealing, encourages engagement, and boosts conversions.
A good homepage header features everything found on the best conference websites:
Keep the user experience in mind while designing your layout. Think about your typical visitor’s desires and needs. Consider how they might scroll through the page, what they might click on, and how they might navigate your content.
Mobile World Congress draws attention to its navigation bar by utilizing bright colors. The first link says “start here” and has a dropdown menu of links explaining where and when, what should be expected, and the agenda of the conference. This is as simple as it can get.
Thinking Digital Conference‘s UX methodologydiffers slightly but is just as effective. Their homepage contains everything necessary: location, date, and a brief tagline. Their most unique feature is their guiding link text which reads “so, is this for you?” and it auto-scrolls as you go down the page.
All conference and event websites require a user-friendly experience that aims to help visitors answer their own questions, and possibly even take certain actions.
Visual hierarchy is what sets apart a site that simply “looks good” from a site that has an impact on user decisions and flow.
With strategic use of layout, color, size, style, and spacing, your visitors are enticed into remaining on your site, continuing to read and building toward the main objective, which is signing up for your event. Your readers are also able to tell the difference between fun facts and vital information.
When designing event websites, be careful of your text’s style, placement, and size, and especially the relationship between paragraphs and headers. Visitors should be aware of the content hierarchy that divides content sections even when just skimming through the website.
Another important principle of design is related to the wonderful universe of hover states.
Use this as the chance to include emotion and motion in your event site. Here are some ideas:
All of these examples are really effective at adding life to event websites.
The best event sites are able to convert website visitors into event attendees. Each page’s brightest and largest button should be leading your visitors to your registration page. This is why a call-to-action button or link should be featured on every page of your website in the same place.
CTAs may be in the form of links, forms, buttons, or basically anything that encourages users to take a certain action. Event websites aim to sell tickets, provide new visitors with information, increase email lists and perhaps even allow speakers and sponsors to contact them offering their services.
This varies based on what kind of conference is being held, so play around to find out which actions boost conversions the most.
Visitors should have a cohesive experience, therefore narrow your registration process down to these key elements:
Visitors are more enticed by visually-presented information. This is why should include the right amount of videos or images related to your event. Images give visitors something to expect, which is why they’re so popular. They can view previous venues, speakers, audience members, stages, and can relive the atmosphere of previous events.
There are various kinds of visuals that can be incorporated into event websites. Here are some examples:
Google Analytics is a free and valuable tool to gain insight which will optimize your event’s website and content. Not only is it’s set-up quite simple, but you’re also able to gain real insights into your website’s and audience’s behavior thanks to its powerful reports.
Since more than half of your audience will visit your website using a mobile device, you’ll risk losing them when it’s most important to keep them if they’re unable to easily access vital information regarding your event.
Your landing page’s design should be optimized for mobile use. If visitors have any questions regarding the event or there are issues with your registration process, they should be able to let you know without any fuss. Your event webpage should include easy ways to reach out to you, be that through email, social media, or a contact form.
Elements That Must Be Included On An Event Landing Page
The event’s name is the first thing that visitors’ eyes should go to. Use large and bold letters, and position it in the middle of your page if possible so that they know exactly what site they are currently on.
ConveyUX‘s website includes an example that’s difficult to miss. There are two large above-the-fold sections dedicated to where and when, and both of them are appropriately labeled. Since the term UX is featured in the conference’s name, the general assumption is that this is an event about user experience design. There’s still a tagline underneath to make sure everyone’s on the same page.
A conference website isn’t the final product. The final product is the event itself; the website is just a means to an end.
If you’re uncertain about which information should be placed in clear view, check out this list:
This what is sometimes known as the unique selling proposition – it informs your audience of the features that make your event stand out and how they’ll benefit from attending it. The aim is for your website to be visited by your target audience, and for them to recognize themselves as the target audience without difficulty and tell themselves, "This event is for me."
This is why your homepage and other pages should include a list of your target audience(s).
A good idea is to specifically mention those whose attendance will benefit them: human resources professionals, repair technicians, marketing managers etc.
Once all of the essential information at the top of your site has been viewed by visitors, the next step is to get into the more in-depth details. Visitors should be able to find the following information as they scroll down:
Your conference or event page website is what helps guarantee the success of your event. In order to ensure your marketing plan’s success, each element needs to be addressed in a strategic way so that the right notes can be hit and your organization’s bottom line impacted.
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