Tips for your next event website | The Planner

We can all agree on the importance of having a website for an event. Big or small, a strong online presence is crucial. But what makes for a successful website? Ultimate Data Sciences offers a few pointers for you to consider for your next event website. By Brad Montgomery

Graphical content/branding

An event website is an extension of the brand, so make sure you make use of high-quality imagery and logos. If you don’t have nice images, don’t rely on Google. There are a number of sites that offer great royalty-free images (we like or First impressions last, so make them count for the brand.

Responsive layout
Your website is going to be viewed on a number of different devices, so it is important that your event website is responsive. All this means is that the layout of the website and its contents will adjust to fit any size screen accordingly.

This is more a note for your web developer, but if you are building the site yourself, take note. Every graphical element you add to your websites adds to its overall size. The bigger the site, the longer it will take to load. In today’s fast-paced world, no one wants to wait for a page to load, so be aware of the size of the images you and videos you use.

Writing for your target audience
Finding the balance between too little copy and too much copy is not easy. Too much, and you will bore your reader; too little, and you risk losing them altogether. Think about who you are talking to while writing, and be mindful of the KISS rule: Keep-It-Simple-Sally. Above all, stick to relevant information because most visitors will scan over the text looking for the information they need.

If you have a schedule available, make it clear and visible on your site for your attendees to browse through. Be sure to update the schedule if anything changes, and alert your attendees when it does, either via social media or in an email (remember that you must have the attendee’s permission to email them). Finally, have a download button that is clear and visible for anyone who may want to keep the schedule on hand.

Do yourself (and the environment) a favor, and move away from manual PDF registration forms. There are many different systems and platforms you can use to build online forms. Have a registration form that is easily accessible on your website to boost ticket sales. If you are providing infrastructure services for exhibitors, Ultimate has an online services ordering platform specifically for this purpose.

Payment gateway
Nowadays, people prefer buying directly from the event website rather than from third-party resellers, whether it be tickets or merchandise. Payment gateways can be easily integrated into any website and allow you to receive credit card payments safely and easily. A competent web developer should also recommend that you purchase an SSL certificate for your website.

Analytics and engagement tracking
Thanks to the clever people at Google, you can track the performance of your website. With information like this at your fingertips, you can adjust your marketing strategy to drive ticket sales. Additionally, there are a wide range of software solutions available that allow for managing visitor engagement (such as live chat facilities and social media integrations). Speak to your tech expert about some out-of-the-box ideas that could improve your event website.