3 Event Landing Page Design Best Practices
May 12, 2022
May 12, 2022
An event landing page contains critical information about your event, ranging from the event name, date, time, and location to the full schedule of the event’s proceedings or detailed speaker bios. It is the initial touchpoint for your audience, so it’s crucial to make an excellent first impression.
Whatever information your event landing page design contains, establish the rudimentary elements first. Every landing page must be clear, formatted, and easy to navigate. After you complete those tasks, creativity and design can carry the baton through to the finish line.
Most importantly, all event organizers need event landing pages so that their attendees can have a seamless experience right out of the gate. Many processes are simplified with an event website that holds everything a prospective attendee might need to register for tickets and obtain event information.
Additionally, attendee engagement begins with the event registration landing page. Event organizers can acquire pivotal attendee data for current and future events with robust event registration software. When you provide clear instructions and ask the right registration form questions, your event page launches the event toward guaranteed success.
The design of your event landing page sets the tone for the rest of the event. Placing the event logo in an eye-catching spot and logically positioning the ‘register’ or ‘buy tickets’ call to action button is critical for the beginning of an attendee’s experience. It is a helpful strategy to always see your event planning process through the eyes of prospective attendees.
Establishing the event’s brand and target audience early on is essential for grabbing your audience's attention. And event organizers who take action on hiring a graphic designer for their logo get bonus points for style! How do you want your audience to experience your actual event, in person or virtual? While formatting your event landing page design, endeavor to keep that feeling and aesthetic in mind.
You don’t have to be a professional to create a stellar event landing page. This is where a robust, customizable virtual event platform comes in. With an intuitive virtual events planning tool, you will have everything you need at your fingertips. If this tool is top-notch, it will have a layout that allows you to copy and paste or simply plug in your logos.
Ideally, all you will have to do is coming with the information and simply fill in the blanks. An intuitive platform will anticipate your needs and guide you through the construction phase with ease.
Additionally, it will have a color spectrum to choose from containing hex codes. If you are using a specific shade of blue that you want on display throughout the event, simply copy and paste the hex color code as needed to maintain consistency. Having that option speeds up your workflow and saves you time.
This best practices rule applies to the logos, colors, and verbiage used on the event landing page, the event schedule, and within the actual virtual event. Ask yourself these questions:
It might be an excellent time to create a mood board if you feel stuck regarding your event's general look or vibe. Access the innovative right part of your brain, and then put it through an analytical filter with your left brain later. There are no rules with brainstorming; you can use magazine clippings, fabric, or whatever materials feel creatively relevant to your brand. For those of you who have a team (or better yet, a creative team,) invite them into this process so the event’s theme can round out with different opinions.
A good test of whether or not your audience is digging your branding is whether or not they post about it on their different social media platforms. Having that option is great for organic marketing and driving website traffic, but if your logo looks amateurish, they probably won’t be so keen to repost it. Give them a reason to share your content and feel cool by association with an innovative and stylized brand.
Having choices (but not too many) helps to narrow down the perfect color scheme and design layout. Do you want to write a gripping question poised at the top of your page above your event logo? Or a running video that shows clips from last year’s event so prospective attendees can get a sample of your vibe? Both of these tactics do well to demonstrate the voice and tone of your event. All successful event marketers will tell you that branding is about the voice and tone you continuously use throughout your event experience.
This is another place where easily customizable virtual event software can help with decision-making. Being able to drag and drop event page items quickly while determining the best layout makes the process so much more enjoyable. It’s significantly more accessible when that platform allows you to toggle between the draft and how the page will appear to the user. Getting into the mind of your target audience will help you get ahead of the pitfalls where more novice event organizers might find themselves. Pay attention to important details during this part.
One of the worst things you can do in creating your event page is to overwhelm your audience with too much information. It might all be individually important content, but is it so crucial as to earn a spot on the event landing page? Could it go under a tab within the page and not on the initial page? If attendee data is vital to your event’s success, it might be prudent to customize your design around that registration form button. Draw the attendee’s eye to what is most important. Remember the part where your left brain activates? That time is now.
Decide what you can live without or what might potentially be distracting from the main objectives of your event page. If one of your primary goals as the event organizer is to have your attendees bookmark sessions before the event date, you might want to forego the video option and drive traffic toward the event schedule. Your event landing page design should reflect the event goals outlined at the beginning of the event planning process.
Certain vital building blocks make up the bones of an excellent event landing page. We’ve covered what action to take to increase conversion rates and really pull the audience in; now, let’s dig into the process of laying a foundation.
Foundational elements usually start with the event name, date, time, location, and ticketing registration. These elements are basic but vital. Keep in mind that things that might seem obvious to you might not be so obvious to a potential event attendee. Every event organizer’s goal should be to make this event registration process the easiest one their attendees have ever gone through.
Decide whether or not you want to include the event schedule or list of speakers on your event landing page. Do you have a very well-known speaker, or are you hosting a panel of professors who have outstanding credentials? Both of those instances would probably be a situation where the event organizer would want to include that information.
There is also the matter of attendee engagement that shouldn’t be glossed over. Choose engagement tactics and sessions based on the contact information you gather from attendees within your registration form.
All registration forms will require an attendee’s name and email address, but the rest of that information is up to the event organizers. An intuitive virtual event platform will have the option to create your own questions and then offer follow-up questions based on replies. Utilizing an intuitive question tool that asks additional questions based on specific attendee answers is also helpful. This information can inform how the event organizer conducts their current and future events.
For example, if they asked attendees about their interest in a particular topic and then asked a follow-up question based on the first, the organizer might choose to add another session with that topic theme based on the feedback levels. This demonstrates to the attendee that you care about their input.
Helping your audience stay organized and on top of all things related to your event is an essential strategy. One of the ways you can do this is by adding an ‘add to calendar’ button feature to your event landing page.
This prompts your audience to enter their email address and then automatically have the event’s date on their calendar. You are both offering an organizational tool to your audience while also helping to ensure that all registered attendees actually attend the event. An event app for mobile devices is also very user-friendly; this way, attendees can immediately add the event to the calendar on their smartphone.
Another way to increase attendee engagement is by selecting a virtual event platform that offers email campaign customization. This opens up a whole world of possibilities for outreach. You can send confirmation emails, reminders, and fun facts about your event to keep your audience updated on event details.This also keeps all of your information in one place, simplifying the event planning process.
Once you have determined your priorities for landing page content, triple-check your information to ensure that it is all correct. It is also helpful to register yourself as an attendee to get familiar with the flow and see if anything feels off. Get more eyes on the page as well! Ask coworkers or close friends to register and see if they have any feedback. There are so many tiny details that it’s almost impossible for one person to do it perfectly. After that, send out the event link and let the registrations start rolling in.
An excellent event landing page can contain all the information an attendee needs, but the overall effect can come down to style and placement. See below for some great examples of dynamic landing pages.
This landing page (created on the Accelevents platform) contains many of the items previously listed. The color, font, and design are clear. Their logo is simple and conveys the theme of the event. They have placed their professionally designed logo with the company name below and the event's name to the right. Again, this may appear obvious and basic, but these important details are often not done well. There are many instances where companies hosting an event do not clarify who the event host is, which confuses the prospective attendees. Make your event stand out with clear messaging that doesn’t leave a doubt in your attendees’ minds about who you are.
Another thing this event landing page does well is its use of a background. The wine bottles aren’t overpowering but add an extra design element to the central theme. A cohesive look draws the eye to the primary event information, the ‘About’ tab where prospective attendees can get more details, and the ‘Programme’ that lists the event’s schedule.
This event landing page (made on Eventbrite) has similar strengths as far as design and clarity. The Nashville Pride logo is complemented by the rain, highlighting the event’s date and location. The lighter, blurred background image is consistent with the logo design and makes the event details pop.
It lists the price range of tickets for the event, indicating more than one ticket type. There is a clear section where attendees can purchase tickets and an ”About this event” portion to view a general overview of the event.
Another notable item on this page is the number of followers within the event’s platform, giving users a good idea of how much interest the event marketing generates. There are also two other options on the bottom left; one arrow icon to share the event to various social media platforms and the heart button to ‘like’ the event within the platform. These can be great tools for platforms to utilize to generate interest!
The final example we offer is another example from the Accelevents platform. This event landing page is different from the other two because it showcases an ongoing virtual fundraiser instead of an event with a shorter period.
Again, it demonstrates a coherent logo and background combination, the event's name is clear, and then there’s an ‘About’ portion where we get more detailed information. The distinguishing feature of this page is that this is where the actual ‘event’ takes place! Bidders can utilize this page to bid as long as the host keeps the fundraiser active like with the other pages. The tabs below the logo and event name are necessary signposts to guide users to the auction so they can see the items or experiences on which they want to bid.
An excellent landing page will help with lead generation for events. Making the page shareable, unique, and eye-catching will launch your event toward success and provide social proof.
When it comes to making your event shareable, this is where having the easy option to link to personal social media platforms is very helpful. You can only copy and paste a link so many times to get the word out about your event; allow LinkedIn, Twitter, Facebook, and Instagram to multiply your reach. Creating a page that clearly defines an experience your audience will want to share or brag about is the key to social proof and increased registration. Detailing how great the networking will be in your ‘About’ section is a great way to encourage sharing action on social media. Many people want to get ahead of the curve if they know that there are significant connections at your event. The easy option to “share” kicks off their event experience and is a good tactic for starting their networking journey.
When creating social proof to drive registration, the importance of design and a clear voice and tone will make it easier for attendees to pass along. If the experience you are communicating seems complicated or hard to understand, your registrants won’t feel as empowered to share your event. Create content that is easy to digest and simple to understand. This makes for a clean exchange that has the potential to amp up your attendee list. Let your attendees do your marketing for you! From there, that email list is yours to leverage.
When event marketers create an event landing page, it is both detailed and straightforward. You want to draw your audience in and get them enthusiastic about your event in a short amount of time. With the right tools, you will be able to do just that. By dazzling viewers with just enough content to reel them in, you set the stage to make this event a smashing success.
To increase attendee engagement at your next event, take a look at our case study with Vidyard.
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