3 Event Landing Page Design Best Practices
In the digital transformation age, in-person and virtual events are pivotal in connecting audiences. Whether it's a startup meetup, a full-blown conference, or a webinar, the first interaction most potential attendees have with your event is through the event landing page.
As organizers, mastering the art of creating a high-converting event landing page is essential, ensuring you grab attention, convey key details, and, most importantly, secure registrations.
What is an Event Landing Page?
An event landing page is a dedicated web page designed to provide information about a particular event and drive specific actions, typically registrations or ticket purchases.
Unlike a general website or a homepage, which might offer navigation to various sections about a company or multiple events, a landing page is singular in focus, aiming to capture the interest of its visitors and convert that interest into attendance.
Event Landing Page vs. Event Website: Understanding the Difference
Both the event landing page and event website serve the broader goal of promoting an event and driving registrations, but they differ in their approach, design, and depth of content:
Purpose and Focus:
- Event Landing Page: The focus is on a single goal: to promote a specific event and compel visitors to take a particular action, such as registering for the event or purchasing tickets. Landing pages typically avoid extraneous information or links that might distract from this goal.
- Event Website: This more comprehensive platform offers detailed information about the event. It might have multiple pages or sections, including schedules, speaker bios, venue details, sponsors, FAQs, and more. While it too aims to drive registrations, it provides a holistic view of the event and serves as a one-stop-shop for attendees seeking information.
Duration of Existence:
- Event Landing Page: Often temporary, a landing page exists primarily in the lead-up to the event to drive registrations or ticket sales. Once the event ends, the page might be taken down or redirected to a new event or a thank you page.
- Event Website: Typically, an event website has a longer lifespan. Even after the event concludes, it might remain active, showcasing event highlights, photographs, or information about upcoming events.
Design & Navigation:
- Event Landing Page: The design is simplified and has a clear call-to-action (CTA). A landing page minimizes distractions, often eliminating complex navigation menus to keep the user focused on the primary action.
- Event Website: Event websites offer a more intricate design with a navigation bar, multiple pages, and links to event-related content.
- Event Landing Page: A landing page provides just enough information to entice visitors to register or purchase tickets. It often uses persuasive techniques like social proof (testimonials, past event highlights) and urgency (countdown timers) to drive action.
- Event Website: An event website goes in-depth, providing all the details an attendee might need. From detailed schedules to speaker backgrounds, it paints a complete picture of the event.
Why Do You Need an Event Landing Page?
Event organizers need event landing pages so attendees can have a seamless experience right out of the gate. Many processes are simplified with an event website containing everything prospective attendees need to review event information, buy tickets, or register.
Additionally, attendee engagement begins with the event registration landing page. With robust event registration software, event organizers can acquire pivotal attendee data for current and future events. When you provide clear instructions and ask the right registration form questions, your event page launches the event toward guaranteed success.
Why is the Event Landing Page Design Important?
Event landing page design is more than just aesthetics; it's about creating an immediate connection with your target audience and setting the stage for the event experience. Here's why it's pivotal:
- First Impressions Matter: The design sets the tone and gives the first impression of your event. An eye-catching event logo positioned prominently can instantly convey an event's brand and essence.
- Optimized User Experience: A logical layout with clear call-to-action buttons like ‘register’ or ‘buy tickets’ ensures that potential attendees can navigate easily and are more likely to complete the registration process.
- Consistent Branding: By establishing your event’s branding early on, you grab your target audience's attention and provide a cohesive feel. Hiring a graphic designer to craft a unique logo and branding elements can further elevate the event's brand, adding a touch of professionalism and style.
- Reflecting the Event's Ambiance: The design of your landing page should mirror the event's intended ambiance and experience. Keeping the event's overall aesthetic and feeling in mind while designing the landing page ensures attendees know what to expect, creating anticipation and excitement.
In essence, a well-designed event landing page is a precursor to the event itself, shaping attendees' expectations and enhancing their overall experience.
3 Design Best Practices for your Next Event Landing Page
Creating a top-notch event landing page doesn't require professional expertise. Instead, leverage a high-quality event management platform with landing page functionality like Accelevents.
Leading event platforms almost always come with a drag-and-drop event landing page builder and a library of landing page templates. The best event landing page builders are intuitive: Simply plug your logos and essential event details into an event template, and the platform will guide you seamlessly through the design process.
A good platform will also include color options with hex codes, enabling you to maintain brand consistency by easily applying your specific color palette.
Design Best Practice #1: Prioritize Brand Consistency
Consistency in logos, color schemes, and language is paramount across your event landing page, agenda, and the event itself. Consider the following:
- What message does your website design convey?
- How should your audience feel upon viewing your event landing page?
- What should your audience do after viewing the event landing page?
- How can you ensure a seamless navigation experience?
If unsure about your event's aesthetic direction, create a mood board. This is a chance to channel your creativity - through magazine snippets, fabric samples, or any material that resonates with your brand. If you work with a team, especially a creative one, collaborate to refine the event's theme by pooling varied insights.
A telltale sign of successful branding? When attendees share your content on social media. Effective branding boosts organic marketing, drives traffic, and makes attendees proud to associate with your event. Ensure your brand appears polished and appealing, motivating everyone to amplify its reach.
Design Best Practice #2: Test Different Design Options
Selecting the optimal layout for your content is more straightforward when you have a few well-considered options. Would a compelling tagline in the event header section be effective? Or perhaps a montage with video snippets curated from previous events could give potential attendees a glimpse of what to expect? Both strategies can effectively convey the mood and character of your event. Remember, consistent branding revolves around maintaining a uniform voice and tone throughout your event experience.
Utilizing flexible event management software can simplify this decision-making. Features like drag-and-drop capabilities streamline the design process, especially if the software provides a preview mode. This allows organizers to view the page as attendees will see it. By understanding your target audience's perspective, you can anticipate and sidestep common challenges. During this stage, meticulous attention to detail is crucial.
Design Best Practice #3: Trim the Fat
A cluttered event page can confuse potential attendees. Prioritize displaying core details: the event information and a clear CTA button for registrations. Ensure secondary content is easy to discover but not overwhelming.
Keep the landing page's design aligned with your event's primary goals. For example, if pre-booking sessions is vital, emphasize the event schedule over supplementary content like videos.
How to Build an Event Landing Page
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.
- General Event Information: 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 be obscure to a potential event attendee.
- Schedule and Speaker Details: Decide whether or not you want to include the event schedule or list of speakers on your event landing page. Do you have a well-known speaker, or are you hosting a panel of professors with outstanding credentials? Be sure to highlight their profiles.
- Registration Form: Attendee engagement is a crucial aspect of event planning. Tailor engagement strategies and sessions according to the data collected through your registration form. While every registration form will solicit an attendee's name and email, other information fields are at the discretion of the event organizers. A sophisticated event platform allows you to craft custom questions and provides options for conditional follow-up questions based on initial responses.
- Add to Calendar Option: Help your audience stay organized and on top of all things related to your event. 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 automatically have the event’s date on their calendar. You are both offering an organizational tool to your audience and helping ensure that all registered attendees attend the event.
Once you have determined your priorities for landing page content, triple-check your information to ensure it is correct. Registering yourself as an attendee is also helpful to get familiar with the flow and see if anything feels off.
After that, send out the event link via email and social media and watch the registrations roll in.
Examples of Great Event Landing Pages
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 event landing page examples.
Example #1: Straightforward Does It
Using the Accelevents platform as an example, we can identify several best practices in landing page design. The page showcases a clear choice of color, font, and overall design. The logo is straightforward, effectively communicating the event's theme. The organizer ensures immediate brand recognition by integrating the event and company name into a professionally crafted logo. It might seem fundamental, but many events miss this crucial step, leading to confusion regarding the event host.
Additionally, the landing page incorporates a subtle background featuring wine bottles. This choice adds depth to the design without detracting from the main content. A harmonious design directs attention to essential sections like the 'About' tab, offering further event insights, and the 'Programme', which provides a schedule.
Example #2: A Clear and Cohesive Design
Eventbrite's landing page for the Nashville Pride event showcases exemplary design principles. The logo stands out, with the inclusion of the rainbow cleverly highlighting event details such as the date and location. A muted, blurred background aligns with the logo's aesthetics and ensures the event details remain front and center.
Diversifying ticket options is evident with the listed price range. Prospective attendees can effortlessly navigate to purchase tickets or learn more about the event through the "About this event" section.
A significant feature on this page is the follower count, which indicates the event's popularity. Additionally, the platform provides easy-to-access sharing options through an arrow icon and a heart button for showing appreciation. Such features on event platforms amplify engagement and interest.
Example #3: A Landing Page That Does It All
The final example we offer is another example from the Accelevents platform. This event landing page differs 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 there’s an ‘About’ section where we get more detailed information.
The distinguishing feature of this page is that this is where the actual ‘event’ takes place! Bidders can use this page to bid as long as the host keeps the fundraiser active. 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.
Design Exceptional Event Landing Pages That Drive Registrations
An excellent landing page will help attract attendees and drive registrations. Here are some final considerations that will help you maximize your event marketing success:
1. Amplify Shareability: A standout landing page promotes “shareability”. Integrate easy sharing options for major platforms like LinkedIn, Twitter, Facebook, and Instagram.
2. Build Credibility through Social Proof: Elevate your event's appeal and trustworthiness by showcasing reputable speakers and notable sponsors on a well-designed conference landing page. This not only establishes credibility but also encourages more registrations.
3. Maintain Clarity and Simplicity: A perfect event landing page should be informative yet straightforward. Provide essential event details in a clear manner, ensuring that potential attendees can quickly understand the value of your event.