Websites

A dedicated event website is one of the most effective tools for promoting your event, providing information, and facilitating ticket sales or registrations.

Acting as a central hub for all event details, an event website allows visitors to learn everything they need to know about the event in one place. A well-designed, user-friendly website can make a significant impact on event attendance, brand perception, and attendee satisfaction.

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Event Website Features

An event website should be functional, visually appealing, and informative. The design and content should align with your event’s brand and provide a seamless user experience.

  • Your homepage should immediately grab attention and give visitors a clear idea of what the event is about by using high-quality images, concise text, and a strong call-to-action (CTA).
  • Include the event details such as date, location, time, and schedule.
  • If your event requires registration or ticket purchases, integrate an online ticketing system (e.g. Eventbrite, Ticketmaster) that is simple and intuitive.
  • For multi-session events, include a detailed agenda outlining session times, speakers, and activities.
  • Create a dedicated section for featured speakers, performers, or special guests including bios, photos, and any notable achievements.
  • Recognise sponsors by dedicating a section to them on the website including sponsor logos and, if applicable, links to their websites.
  • A Frequently Asked Questions (FAQs) section addresses common attendee queries, such as directions, parking, accessibility, and reduces the need for direct communication.
  • Provide a contact form, email address, or phone number so visitors can reach out with questions.
  • Embed links to your social media profiles and encourage visitors to follow for updates.

Event Website Content Design

A well-designed event website enhances both the visitor’s experience and the credibility of the event.

  • Use your event’s branding – colour scheme, logo, and fonts consistently throughout the website.
  • Use high-quality images, video clips, and graphics to bring your event to life and give visitors a glimpse of what to expect.
  • Call-to-action (CTA) buttons (e.g. “Register Now,” or “Subscribe for Updates”) should be bold, prominent, and easy to find and relevant to the visitor’s stage in the decision-making process.
  • An intuitive navigation bar helps users find information quickly. Limit the number of top-level menu options and consider using a sticky navigation bar that remains visible as users scroll.
  • Ensure that the website is fully responsive and performs well on mobile devices as many visitors will access your website from their phones.

Search Engine Optimisation (SEO)

Optimising your website for search engines can significantly increase its visibility and attract more visitors organically. Basic SEO practices help your site rank higher in search results.

  • Use keywords that potential attendees might search for and include these keywords naturally throughout your website, particularly in titles, headers, and meta descriptions.
  • Each page on your website should have a unique title tag and meta description that describes the content and incorporates keywords.
  • Include descriptive alternative text for all images, as it helps with both accessibility and SEO.
  • Link to internal pages (e.g. linking the “Schedule” page to the “Register” page) to improve user flow and SEO.
  • Encourage backlinks from partner websites, local blogs, or industry publications to improve your website’s authority and search engine rankings.

Optimising User Experience (UX) and Accessibility

Creating a positive user experience (UX) improves visitor satisfaction, makes information easier to find, and reduces bounce rates. Prioritising accessibility ensures that your site is usable for all visitors, including those with disabilities.

  • Organise content logically, with prominent headers, short paragraphs, and bullet points to make information easy to skim.
  • Use fonts, colour contrasts, and image descriptions that meet web accessibility guidelines, to make the website inclusive for people with visual, auditory, or motor impairments.
  • Optimise images, scripts, and other content to ensure that the website loads quickly as page speed affects both SEO and user satisfaction.
  • Integrate event reminder features like countdown timers or pop-up notifications about upcoming deadlines for registration or early bird tickets to encourage timely actions.

Analytics and Tracking Tools

Monitoring website performance with analytics tools provides insights into visitor behaviour, helping you refine your website and marketing strategy.

  • Google Analytics: Track key metrics like page views, bounce rates, time spent on the site, and conversion rates.
  • Conversion tracking: Monitor how many visitors complete specific actions (e.g., registering, purchasing tickets).
  • Heatmaps and click tracking: Tools like Hotjar or Crazy Egg show where visitors are clicking and how they’re navigating your site.
  • A/B Testing: Test different versions of pages or CTAs to see which elements perform best. E.g. Test a “Buy Tickets” button in different colours to determine which one leads to more conversions.

Post-Event Website Management

Once your event has concluded, you can repurpose your website to continue engaging your audience, build credibility, and promote future events.

  • Share photos, videos, or a recap post summarising event highlights to allow attendees to revisit the experience and give non-attendees a taste of what they missed.
  • Post a link to a survey on the website to gather attendee feedback and showcase testimonials from attendees.
  • Build anticipation for your next event by announcing dates or offering early-bird registration.
  • Encourage visitors to subscribe to an email list for updates on future events.

Event Website Platforms and Tools

A range of website-building and management platforms and tools are available, each offering unique features based on your event’s needs.

  • WordPress is highly customisable with a range of plugins for event registration, SEO, and content management.
  • Wix and Squarespace are ideal for beginners, with drag-and-drop interfaces and event-specific templates and integrations with ticketing platforms.
  • Eventbrite and Whova offer built-in event pages optimised for registration, making them ideal for smaller events with limited website budgets.
  • EventsAIR and Cvent are all-in-one event management platforms that include drag-and-drop interfaces for creating customised and branded event and registration websites.
  • SEO Tools such as Yoast SEO (for WordPress) or SEMrush can improve your site’s SEO and keyword performance, enhancing discoverability in search engines.
  • Google Analytics is a must-have for monitoring website performance and consider using heatmap tools like Hotjar for deeper insights into user behaviour.
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Have you considered?
  • What features will you include on your event website? Consider an online ticketing system integration if you are selling tickets.
  • Who will design and maintain your website?