Your event landing page has . That鈥檚 not a lot of time to spark an event-goer鈥檚 imagination and hold their attention.聽
How do you strike a balance between eye-catching design, strong promotional messaging, and including valuable information, all on one event landing page?聽
Your event landing page can鈥檛 overwhelm or underwhelm people before they even consider attending.
What鈥檚 an event landing page?
An event landing page is different from your main website as it is designed with a singular focus 鈥� to get visitors to register or purchase tickets to your event.聽
Whether your event landing page is for a concert, conference, or trade show, its primary goal is to drive attendance. If its message is confusing to visitors and difficult to navigate, then all of your marketing efforts will be for naught.
There are two key components to creating a perfect event landing page: copy and design.
Creating compelling copy for your event landing page
Before you type a single word, it鈥檚 important to know exactly who you鈥檙e speaking to. Once you understand the audience you鈥檙e trying to reach, it鈥檒l be much easier to write copy that speaks to them.聽
How you format the copy on your landing page is also important. Make yours is easy to understand with these tips:
- Write a clear call-to-action: Since you have a short amount time to capture your potential attendees’ interest, you want to write clear, action-oriented copy that ultimately leads them to register for your event or purchase a ticket.聽
- Use short sentences and paragraphs: A good rule of thumb is to keep your copy short and sweet. Maximise the effectiveness of your landing page by distilling only the highlights: what to expect, who the speakers will be, which vendors will be there. Write easy to read short sentences that can be skimmed by prospective attendees.
Lastly, you want to create a sense of urgency that encourages attendees to not leave your landing page without purchasing. Give them more reasons to attend. Create straightforward, action-oriented buttons like 鈥淏uy Now鈥� or 鈥淐lick Here To Register鈥�. If you鈥檙e noticing a low conversion rate, it could be because the copy isn鈥檛 action-oriented enough.
How to design an event landing page聽
Now that you鈥檝e created the perfect copy for your landing page, it鈥檚 important to support it with design. You want the design to be clear and intuitive, naturally leading visitors to the action you want them to take.聽
Follow these tips to make your landing page design capture interest and drive attendance:
- Keep it simple: Don鈥檛 clutter the page with unnecessary visuals and design elements that make it difficult to navigate.聽
- Make it easy to purchase or register: In the case of event registration pages where you need to collect additional information from your guests, it鈥檚 important to limit the forms to only pertinent information. Lengthy registration forms on your landing page will deter attendees from completing the required fields.
- Optimise for every device: Don鈥檛 forget to optimise your event landing page for mobile. Half of all web traffic comes from mobile devices, so be sure your landing page is mobile-friendly.听听
Take your event landing page for a test drive
Want to know if your event landing page is…landing? Ask a colleague or someone who isn鈥檛 familiar with your event to read your landing page, then have them summarise the benefits of attending. If their summary doesn鈥檛 match up with what you want to communicate, you can make the necessary tweaks before it鈥檚 too late.聽
If you鈥檙e trying to decide between two landing page designs, you can test to see which is most effective through multivariate testing tools like
Is your landing page event ready?
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