Landing pages play a pivotal role in your event planning marketing strategy. Event planners use landing pages to do everything from funneling leads to inviting guests. And to make sure you’re squeezing every drop of ROI out of your landing pages, these are the formatting and structure insights you need to see. Regardless of what your landing pages are intended to do, this is the formula you should follow to ensure they’re successful.
Headings and subheadings, or messages “above the fold” on your landing page should be short, describe exactly what you’re doing, and be captivating. Don’t fluff these statements or try to be cryptic. When visitors first arrive on the landing page, they should know exactly what to expect from it.
Throughout your landing page, make sure you're using positive language that implies problem-solving. Phrases like “hassle-free event planning” and “easy to use” will send a message to your visitors that event planning challenges are solved by working with you. Call out some of those event problems your clients often face. And then be prompt about outlining your services as the best solutions.
PASO and AIDA Techniques
You’ve likely heard of the PASO and AIDA frameworks. These formatting acronyms can be beneficial in helping you carve out the engaging language you need on your event planning landing pages. If you’re unfamiliar, here are their definitions:
PASO: Pain, Agitate, Solve, Outcome
AIDA: Attention, Interest, Desire, Action
Using either framework, your landing page should identify with your audience’s issue, pique their interest, introduce a solution, and make it a no-brainer to click for more. If your landing pages aren’t as effective as you’d like them to be, consider reworking them using these frameworks as your guide.
Probably the most important feature on your landing page is the call to action. CTAs will direct visitors to take action, whether you’re asking them to subscribe to your newsletter, RSVP for an event, or contact you about planning an event. But you have to craft language that is precise, so visitors know they’re taking action. And consider providing different levels of opting-in for those who might not be ready to commit to making a decision yet. For example, have an option to “learn more” or redirect to a FAQs section.
For more insights into creating an effective landing page strategy, check out our other blog about developing landing page campaigns in our ongoing series. And you’ll always learn incredible marketing strategies by attending The Event Planner Expo 2023, so get on the waitlist now!