The perfect event website: A complete guide

Cre­at­ing the per­fect event web­site can make a big dif­fer­ence in expand­ing your client base and increas­ing brand aware­ness to help your busi­ness grow.

A great event web­site should cap­ture the atten­tion of its audi­ence, encour­age them to find out more, and even get them to con­vert. If you want your busi­ness to enjoy long-term suc­cess and sus­tain­able growth, you need to invest time and effort into a qual­i­ty web­site.

In this arti­cle, we share how you can cre­ate the per­fect event web­site to help your busi­ness suc­ceed online.

1. Know your target audience

You can’t build the per­fect web­site if you don’t know who your tar­get audi­ence is. Who is your event for? What kind of cus­tomers are you hop­ing to attract? When you under­stand who your tar­get audi­ence is, you can cre­ate a high-qual­i­ty web­site that direct­ly meets their needs and is more like­ly to win those con­ver­sions.

There are many ways you can find your tar­get audi­ence. How­ev­er, below are the most effec­tive research strate­gies that will help you find the infor­ma­tion you need soon­er.

• Utilise Google Ana­lyt­ics to dis­cov­er who vis­its your web­site and to learn more about your cus­tomers.
• Analyse your social media ana­lyt­ics to gain insight into who is engag­ing with your brand.
• Cre­ate buy­er per­sonas based on your ana­lyt­ics data to help tar­get your web­site design and con­tent more direct­ly.
• Sur­vey your exist­ing cus­tomers to dis­cov­er what they like about your brand and what could be done to improve things.

2. Build brand authority

In our minds the per­fect event web­site is one that attracts a lot of traf­fic, has high engage­ment lev­els, and even high­er con­ver­sion rates. A lot of your website’s suc­cess depends on your brand author­i­ty. The more author­i­ty your brand has, the eas­i­er it is to gain cus­tomers’ trust.

One of the best ways to build brand author­i­ty is to focus on high-qual­i­ty link build­ing. There are many ways you can build links to your web­site, but some of the most effec­tive include:

• Writ­ing guest posts
• Cre­at­ing link­able assets (such as research reports and info­graph­ics)
• Writ­ing and pitch­ing press releas­es
• Rédi­ger des arti­cles invités sur d’autres sites, redirigeant vers les votre
• Créer du con­tenu riche qui sera partagé (comme des rap­ports de recherche et des info­gra­phies)
• Rédi­ger et dif­fuser des com­mu­niqués de presse

Of course, build­ing your brand author­i­ty isn’t some­thing you can achieve overnight. Like all good invest­ments, it takes time. How­ev­er, it will be well worth the effort. In fact, accord­ing to author­i­ty man­age­ment spe­cial­ists Hive19, “Back­links remain one of the most impor­tant ele­ments of SEO. They help grow your web­site author­i­ty, improve your search engine rank­ings, and rep­re­sent a “vote of con­fi­dence” from oth­er web­sites to your own. The more high-qual­i­ty back­links to your web­site, the more Google will see your web­site as an author­i­ty and rank it accord­ing­ly.”

3. Clearly share your brand logo

When peo­ple vis­it your web­site you want it to be clear whose web­site they are vis­it­ing. There­fore, you need to have your com­pa­ny logo and any brand-relat­ed infor­ma­tion laid out clear­ly on your web­site. This is impor­tant as it tells peo­ple who you are and helps pro­mote brand aware­ness, ensur­ing that even if vis­i­tors don’t con­vert into cus­tomers, your brand will be remem­bered.

The goal of shar­ing your logo and a brief expla­na­tion about your com­pa­ny on the home­page is to pro­vide vis­i­tors with all the infor­ma­tion they need upfront. This helps keep things sim­ple, pro­motes your brand in the best pos­si­ble light, and increas­es engage­ment from the get-go. You can go into more detail on oth­er pages of your web­site, but first, you want peo­ple to know who you are and what you do.

4. Boost site load time

It goes with­out say­ing that slow load­ing web­sites lose cus­tomers. Not only that, but the first 5 sec­onds of page load time have the biggest impact on cus­tomer con­ver­sion rates. So, if you want to attract and retain as many web­site vis­i­tors as pos­si­ble, you need to build a fast load­ing web­site. Some of the best ways you can make your site load quick­ly include:

• Lim­it­ing image and video con­tent as dig­i­tal resources like these can take a long time to load.
• Mini­fy and com­bine site code files.
• Invest in ded­i­cat­ed host­ing.
• Com­press your files; the small­er they are the faster your site will load.
• Reduce the size of any images.
• Reduce the num­ber of plu­g­ins your site uses.
• Be sure to mon­i­tor your site speed reg­u­lar­ly and make updates.

Boost­ing web­site load time can seem like a lot of work (and it is) but it’s total­ly worth it. While reduc­ing your page load time can be chal­leng­ing, hav­ing a fast-load­ing site will have a sig­nif­i­cant impact on your site per­for­mance, cus­tomer sat­is­fac­tion and reten­tion rates. So, it’s well worth the invest­ment.

5. Make your website easy to use

Web­site usabil­i­ty is a huge sell­ing point for cus­tomers. Every­one, no mat­ter their age or tech­ni­cal know-how should be able to nav­i­gate your web­site with ease and find the infor­ma­tion they are look­ing for quick­ly. The eas­i­er your web­site is to use, the more sat­is­fied your cus­tomers will be. This will lead to high­er con­ver­sion rates, more time spent on-page, and an increase in cus­tomers rec­om­mend­ing your com­pa­ny to oth­ers.

One of the best ways to make your web­site easy to use is to build clear nav­i­ga­tion. Your web­site vis­i­tors should be able to look at your main menu and nav­i­gate eas­i­ly to where they want to go. Keep your nav­i­ga­tion as clear and con­cise as pos­si­ble, help­ing your cus­tomers find things like prod­uct pages, blog posts, and con­tact infor­ma­tion. All text should be easy to read and there should be plen­ty of white space on pages to reduce clut­ter and help users find what they are look­ing for quick­ly.

The ulti­mate goal of your web­site is to con­vert vis­i­tors into cus­tomers. Build­ing a web­site that is easy to use and sim­ple to nav­i­gate will great­ly improve your chances of win­ning those con­ver­sions and grow­ing your busi­ness.

6. Integrate online ticketing solutions

Your event web­site wouldn’t be com­plete with­out an online tick­et­ing solu­tion. Now, this is where many event web­sites tend to fall down. Online pay­ment pro­cess­ing can be dif­fi­cult to get right, caus­ing slow-load­ing pages and failed pay­ments (to name a few!). The eas­i­er it is for your cus­tomers to pay, the more like­ly they are to con­vert.

That’s why we rec­om­mend inte­grat­ing WeezTick­et into your web­site. With this online tick­et­ing solu­tion, sell­ing tick­ets couldn’t be eas­i­er. You don’t need to have any spe­cial­ist tech­ni­cal know-how — WeezTick­et takes care of every­thing. You can con­trol every­thing from on-site sales and event invi­ta­tions to last-minute dis­counts and new cus­tomer reg­is­tra­tions.

Whether you’re pro­mot­ing an event for 10 peo­ple or 100,000, hav­ing an inte­grat­ing online tick­et­ing solu­tion like WeezTicket’s helps keep things sim­ple.

7. Integrate social media accounts

Social media is a pow­er­ful mar­ket­ing tool that many busi­ness­es use to pro­mote their brands and attract new cus­tomers. Social media accounts are par­tic­u­lar­ly use­ful for event com­pa­nies as they help pro­mote upcom­ing events, per­son­al­ly engage with cus­tomers, and offer a behind-the-scenes look at your busi­ness.

Whether you have a large social media fol­low­ing or not, it’s impor­tant to inte­grate your social accounts with your busi­ness web­site. This will allow your cus­tomers to move between the two — boost­ing traf­fic to both your web­site and social media pages simul­ta­ne­ous­ly. By inte­grat­ing your social media accounts with your events web­site, you can increase traf­fic to both and keep your audi­ence informed, engaged, and con­nect­ed with your busi­ness.

8. Write keyword-targeted content

There isn’t much point in build­ing a web­site that nobody can find. Your web­site must be dis­cov­er­able online and this means you need to tar­get your indus­try key­words. Every­thing from your web­site land­ing page to blog posts should be tar­get­ing key­words in your indus­try so that your web­site can be found by your tar­get audi­ence.

Hub­Spot sum­maris­es the impor­tance of key­word research per­fect­ly: “Key­word research pro­vides valu­able insight into the queries that your tar­get audi­ence is actu­al­ly search­ing on Google. The insight that you can get into these actu­al search terms can help inform con­tent strat­e­gy as well as your larg­er mar­ket­ing strat­e­gy.”

9. Include testimonials and reviews

If you want your event web­site to stand out from the com­pe­ti­tion, you need to share tes­ti­mo­ni­als and reviews from your cus­tomers. Despite the numer­ous mar­ket­ing tac­tics that can be employed online, “word of mouth” adver­tis­ing remains one of the most effec­tive strate­gies for gain­ing new cus­tomers.

Includ­ing cus­tomer reviews and tes­ti­mo­ni­als on your web­site can have a sig­nif­i­cant impact on your con­ver­sion rates. In fact, 91% of 18–34 years olds state they trust online reviews as much as per­son­al rec­om­men­da­tions from friends and fam­i­ly. Tes­ti­mo­ni­als help cre­ate trust between your brand and your cus­tomers, they pro­vide social proof and they increase cus­tomer con­fi­dence in your offer­ings. If you want your event web­site to suc­ceed, includ­ing cus­tomer tes­ti­mo­ni­als and reviews is a must!

There are many ele­ments that go into cre­at­ing the per­fect event web­site. How­ev­er, we hope our guide has pro­vid­ed you with the sup­port you need to achieve brand suc­cess online.

Weezevent offers sim­ple and effi­cient solu­tions for online tick­et­ing and reg­is­tra­tion, access con­trol, on-site cash­less pay­ment and com­mu­ni­ca­tion with your audi­ence thanks to an email­ing and CRM tool.

Need more infor­ma­tion on what our solu­tions can offer for your event?

Con­tact us