Think about the characteristics great events have in common: flawless logistics, powerful communication, rich agenda, empowering experiences, and efficient websites.
Now take this list and cross off the thing you believe it requires the least amount of time and effort. Let me guess. Your choice is: efficient websites.
Usually, you pick a good platform or app, introduce the data, customize the modules, click publish, and … ta-da, you have an event site! However, if you want to build a truly successful event website, this is not enough.
First, you have to align the online communication and promotion strategies with the goals you pursue to achieve by organizing the event. Secondly, you have to know how to organize efficiently the information you’ll publish on the website. And thirdly, you have to understand the user psychology of your attendees and make them take action (such as register for the event) while exploring the site.
Here are some of the steps to take into account before building a website for your next event.
1: Design a powerful communication strategy
You don’t create an event site because it’s trendy or everyone else is doing it. You do it because it’s an essential piece of your event communication strategy.
Do you have one? If not, ask yourself the following questions:
- Who are the potential attendees and how do I reach them?
- Do I want to attract a new audience?
- Is this event unique or does it have a certain periodicity?
- Do I want to reflect the things I did in the previous editions? If so, why?
The answer to these and other questions will determine the design and content decisions you’ll make while setting up the site.
2: Focus on the digital experience of the (potential) attendees
According to an Adobe study, 38% of people will stop engaging with an event website if the content or the layout is unattractive. So don’t settle for a subpar website.
Be sure that your site will provide a pleasant experience by making it user-friendly and easy to follow. Don’t “hide” the important data behind multiple clicks. If possible, have a short menu. Make it easy for people to find the information they need. Use visual elements to enhance the messages you want to transmit.
And, of course, be sure it’s mobile responsive.
3: Provide all the necessary information
Lack of important data can cause headaches and frustration to a potential attendee and may even influence his or her decision not to attend.
For example, as reflected in one study, 44% of website visitors will leave a site if there’s no contact information.
Make a list of important things attendees should know about your event. Usually, this list includes, the date, the venue and its location, a short description of the event, the program agenda and speakers, the traveling and accommodation details (if necessary), and the sponsors (if any).
4: Avoid the doubts by specifying the details
After publishing your event information, take some time to analyze if there are parts of the website that may be unclear or could create confusion.
If the venue is using multiple rooms for presentations, is it clear from the program where each event dynamic will take place? Or, if you’re planning an international event, and the speakers are from a different country, is it specified that the presentation will be translated? If there’s a cultural guided visit after lunch, will the attendees understand where the meeting point is?
Insert all the required details and avoid generating doubts.
5: Design a smart call to action for the (potential) attendees
A powerful call to action will transform your event site visitors into attendees.
Grab the attention of your potential audience with a benefit-driven call to action. Show them why they should attend your event. Design a clear, short, yet to-the-point text that will persuade site visitors to register for your event.
Also, as Neil Patel explains, “Limiting anything is the best way to increase its potential power.” So use a countdown clock to create the feeling of urgency or specify that there’s a place limit to attend.
Quick takeaway for EventProfs:
Dedicate the proper time and effort to build your event site. This powerful tool can increase the attendance rate and help you control the event’s logistics. Make it attractive, user-friendly, and easy to follow. Work on providing a pleasant digital experience for your (potential) attendees.