How to Structure an Event Website That Converts

January 3, 2023 Mario Stewart

If part of your New Year’s resolution is to reach more event planning clients, boost attendee engagement, and scale your event business, you’ll want to first review your event website strategy. The online event space has gotten awfully noisy in recent years, making it harder for you to stand out from the crowd. But there are techniques you can explore to increase the effectiveness of your site. Today, we’ll share some structural insights to consider implementing to ensure your event website converts!

Trending Designs that Resonate

If your event website is drab, boring, or uninspired, your online visitors will exit quickly. Design aesthetics matter, as do colors and user-friendliness. If it’s been more than a year since you’ve changed up the layout of your website, consider a refresh. Sometimes, just a rework of flow, background, and imagery is all you need to start seeing the boost in conversions. Get some outside opinions from others about what they like and don’t like about your website, and start redesigning!

Clear CTAs for Every Stage in the Buyer’s Journey

You have a 50/50 chance of converting when you only have one CTA option. Instead, add in calls to action throughout your site that address other stages in the buyer’s journey. Maybe you can add a “click here for more information” CTA or a “sign up for the newsletter.” When you provide more than one way for visitors to engage with your brand online, you’ll see an increase in overall engagement. From there, you can manage those funnels and convert more over time.

Relevant Details Positioned First

Don’t make your event website visitors look too hard to find the information they need. Keep the relevant details positioned first, like event schedules, dates, and contact info. No one wants to click through a series of internal web pages or watch videos when they just need a quick reference of pertinent information. 

Build Social Proof and Trust

Catchy headlines and visually stunning graphics are only half the battle. But you still have objections to overcome, and you can do that brilliantly with the use of testimonials. Consider including full quotes or brief sentiments of past clients throughout your website. Five-star reviews and problems overcome are always great reinforcement. It’s the social proof and trust-building extra that will make the difference for many of your online visitors.

Mobile-Friendly or Bust

How easy is it to navigate your event website using a mobile device or tablet? Are the menu selections hard to find? Do the images appear cut off or misaligned? Today’s websites, no matter what you’re promoting, HAVE to be mobile-friendly. In 2021, more than 230 billion apps were downloaded. And apps have higher conversion rates than traditional websites. So, get inspired to reach your target audiences where they spend most of their time on their devices.

Speak Their Language, Solve Their Problems

Be sure you’re using text and language that speaks to your audience. Avoid jargon and never assume they know about event planning. Introduce concepts in a way that solves their problems. Make the idea of working with you the no-brainer solution. PASO and AIDA frameworks work great to help you carve out the right content. But make sure anything your event website conveys resonates with your personas and target audience.

Consider auditing your event website and consider these structural methods for increasing online engagement. Don’t forget, too; The Event Planner Expo 2023 is happening in October. You don’t want to miss this year’s conference!

Previous Article
Event Marketing: How to Get More Bums in Seats
Event Marketing: How to Get More Bums in Seats

Event marketing is a large, competitive and exciting field. Learn how to get more bums in seats.

Next Article
How Online Marketing is Changing for Event Profs in 2023
How Online Marketing is Changing for Event Profs in 2023

The world of event marketing is changing. Learn how online marketing is changing for event professionals in...