Your event landing page has 10 seconds to capture a visitor’s interest. That’s not a lot of time to spark an event-goer’s imagination and hold their attention.
How do you strike a balance between eye-catching design, strong promotional messaging, and including valuable information, all on one event landing page?
Your event landing page can’t overwhelm or underwhelm people before they even consider attending.
What’s an event landing page?
An event landing page is different from your main website as it is designed with a singular focus — to get visitors to register or purchase tickets to your event.
Whether your event landing page is for a concert, conference, or trade show, its primary goal is to drive attendance. If its message is confusing to visitors and difficult to navigate, then all of your marketing efforts will be for naught.
There are two key components to creating a perfect event landing page: copy and design.
Creating compelling copy for your event landing page
Before you type a single word, it’s important to know exactly who you’re speaking to. Once you understand the audience you’re trying to reach, it’ll be much easier to write copy that speaks to them.
How you format the copy on your landing page is also important. Make yours is easy to understand with these tips:
- Write a clear call-to-action: Since you have a short amount time to capture your potential attendees’ interest, you want to write clear, action-oriented copy that ultimately leads them to register for your event or purchase a ticket.
- Use short sentences and paragraphs: A good rule of thumb is to keep your copy short and sweet. Maximise the effectiveness of your landing page by distilling only the highlights: what to expect, who the speakers will be, which vendors will be there. Write easy to read short sentences that can be skimmed by prospective attendees.
Lastly, you want to create a sense of urgency that encourages attendees to not leave your landing page without purchasing. Give them more reasons to attend. Create straightforward, action-oriented buttons like “Buy Now” or “Click Here To Register”. If you’re noticing a low conversion rate, it could be because the copy isn’t action-oriented enough.
How to design an event landing page
Now that you’ve created the perfect copy for your landing page, it’s important to support it with design. You want the design to be clear and intuitive, naturally leading visitors to the action you want them to take.
Follow these tips to make your landing page design capture interest and drive attendance:
- Keep it simple: Don’t clutter the page with unnecessary visuals and design elements that make it difficult to navigate.
- Make it easy to purchase or register: In the case of event registration pages where you need to collect additional information from your guests, it’s important to limit the forms to only pertinent information. Lengthy registration forms on your landing page will deter attendees from completing the required fields.
- Optimise for every device: Don’t forget to optimise your event landing page for mobile. Half of all web traffic comes from mobile devices, so be sure your landing page is mobile-friendly.
Take your event landing page for a test drive
Want to know if your event landing page is…landing? Ask a colleague or someone who isn’t familiar with your event to read your landing page, then have them summarise the benefits of attending. If their summary doesn’t match up with what you want to communicate, you can make the necessary tweaks before it’s too late.
If you’re trying to decide between two landing page designs, you can test to see which is most effective through multivariate testing tools like Optimizely.
Is your landing page event ready?
Want to really stand out and convert more site visitors to attendees by taking advantage of Eventbrite’s embedded checkout? Create your next event today.