Having a well set up event website is an efficient way to increase event ticket sales. Your event website design sets the tone of your events and acts as a hub for your attendees, where they purchase event tickets and visit later on to learn more about event details.
However, creating a well designed event website can be difficult, and it is often the case that event websites don’t turn out as well as event organizers initially planned.
Fortunately, there are 5 widely accepted principles to event website design that can improve the experience of ticket holders and prospective ticket buyers alike.
5 Event Website Design Elements
1. Design Your Event Website To Be Usable
Event organizers must know what type of audience will visit your website and start thinking like them. It will help you to design a great event website, if you know what type of information attendees are looking for and in what manner they would like the information presented.
In short, put yourself in your visitor’s shoes.
The event website for MozCon is an excellent example of an easy to navigate event website that efficiently answers visitors questions.
In the screenshot of the MozCon homepage, it’s easy to see why this website is a good example of event website design. Attendees can easily find out how to register for the event, and information about the conference and what is included with registration is presented in easily consumable short paragraphs.
MozCon includes all of this valuable information to visitors right at the top of the homepage. That means, that visitors don’t need to scroll or click through sub-menus to find exactly what they need to know to make a decision about registering for the event.
2. Use Consistent Branding Throughout Your Event Website
It may seem obvious, but using consistent branding throughout your event website is an often overlooked aspect of event website building. Key elements to creating an event website that has a consistent look and feel include using:
Consistent Font types
Standard capitalization principles
Consistent messaging - specifically for “calls to action”
Consistent branding is a hallmark of a well-thoughtout event. If branding is inconsistent, your event website visitors will notice. Even if they can’t articulate it, visitors to an event website that is not consistent will leave thinking that something was amiss with your site.
To create an air of professionalism and organization, make sure to build an event website that is consistent in all areas.
In the screenshot above, you can see that Traction Conf utilizes consistent branding throughout their event website design. The website header uses the same color and fonts as the event’s ticketing widget for example.
3. Create High Quality Content To Build An Audience
Engaging content is what keeps visitors coming back to your event website again and again. Create high-quality content consistently and it will increase the reach of your event website.
Furthermore, event websites that have fantastic blogs are able to engage with their attendees all year ‘round. That means, that when it comes time to promote an event, it is much easier to do so.
Sales Hacker runs a series of conferences to help salespeople improve their skills. Smartly, they help to keep their target audience engaged by consistently writing highly valuable content.
As an example of the increased reach publishing engaging content can bring, in two days, a recent Sales Hacker article was shared over 200 times across platforms. That sort of performance isn’t easily replicable using other event marketing strategies.
Consider encouraging your event speakers to write blog content for your event website, that way you’ll be able to better connect speakers with your attendees while providing readers with helpful content.
4. Make Sure Your Event Website Design Is Responsive
If your event website isn’t 100% responsive, you are losing visitors and ticket sales. It’s that simple.
Google announced in April of this year that websites that are not responsive (optimized for any sized screen) will be penalized. That means that even if you have an amazing event blog, and your event website design looks great on one sized screen, you will still lose visitors and ticket sales if your site isn’t responsive.
Be sure to choose an event website platform that is 100% responsive to avoid this issue.
In contrast to unresponsive event websites, Google has started to actively reward websites that are responsive.
Look at the screenshot above, the “mobile friendly” tag inside of the red rectangle is a new feature visible on searches made on google from a mobile device.
The “mobile friendly” tag indicates to potential visitors that the website listed is optimized for their device.
That means that designing an event website that is responsive can actually help you to capitalize on one of the latest trends in Google search, thereby increasing the number of visitors to your event website and ticket sales as well.
5. Build A Fast Event Website Or Suffer The Consequences
Of the nearly 70% of people who could leave your event website, 57% of those visitors leave because the checkout interface takes 3 seconds or more to load. (click to tweet)
When it comes to website speed, every second counts to your visitors. An event website that it beautifully designed but is slow, will be more costly to you than an event website that looks average but is lightning fast.
To test the speed of your event website, you can use Google’s free PageSpeed test. Just enter the URL of the website you want to test and Google will provide you with page load times for desktop and mobile. Google will also interpret the load times for you and will recommend steps you can take to improve your page speed load times.
Conclusion: 5 Keys To Event Website Design
Your event website will be the deciding factor for your event’s success. If you design an event website that is easy for the visitor to navigate, uses consistent branding, and hosts high-quality content, you will be well on your way to broadening your online audience and increasing ticket sales.
If you can manage to design an event website that is responsive and is lightning fast, then you will further benefit from being highly discoverable by users with smart devices, and you will increase event ticket sales by reducing the percentage of potential buyers who leave your event website because it’s too slow.
What You Should Do Next
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