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How to Build Effective Events Landing Pages

January 10, 2020

Marketing

When it comes to planning an event, a crucial element to consider is the event landing page. The goal of your events page is for the visitor to leave having registered for the event. It only takes 8 seconds to create the first impression of your landing page (Designer Advisor, 2019). There are key elements that should be included in all landing pages, and to make the registration process as easy as possible for visitors. 

Here are 5 key ideas to make your events landing pages more effective: 

  1. Appealing content and visuals 

You want to create engagement from the start of your event planning and build-up anticipation. Ensure your attendees have all the information they need to make a decision about attending the event. As the event gets closer, you can release more details about the content with exciting announcements. Make sure the event site is to a high standard, as this can reflect the quality of the event itself. Include engaging images and videos, whilst ensuring the site is easy to navigate around. 

2. Key information highlighted

Your event page should answer the 5 key questions: who, what, why, when and where. It should be simple to find this information on the event landing page. For example, you should keep the event date constantly visible in the header of the page to remind visitors when the event is. Include an agenda so people have an overview of the content at the event. An inbuilt map can also be included on the page for attendees to quickly plan their journey and decide if it is feasible for them to attend.

3. Give control to your attendees 

Allowing your attendees to make decisions helps add value to the event as they can plan it in a way that works best for them. For example, by choosing the sessions they would like to attend, the attendee can create a day they would get the best outcome from. 

4. Make registration simple 

Make the act of the visitor signing up to attend the event as simple as possible. If the attendee is already a member, the data when filling in the form should be auto-populated with key information, such as their name and email address. Make it easier for attendees when they have to select options by using a drop-down, rather than having to manually fill in a form, which then generates an e-ticket for the attendee to use. An email can also be automated to send your attendee all the information they need and thanking them for attending the event. 

5. Make sure to use data effectively 

When someone takes interest in your event, make sure to keep them engaged right up until the event to minimise the risk of them not attending. Asking attendees for information can be meaningless unless the data is used effectively to plan your event. Whilst the main aim of the event landing page is to get the visitor to sign up to the event, the secondary goal is for the event planners to receive the information they need to run the event effectively. Analyse the data to see which areas will be most appealing to attendees to ensure they meet their expectations. Making sure your events landing page is visually appealing, informative and easy to navigate not only helps increase satisfaction amongst attendees but provides the essential data for event planners to run the event effectively. 

For more information on how Fonteva can change your events, check out a demo of Fonteva Events.