5 Traits of an Eye-Popping Event Website
How to capture attendees’ attention with a standout meeting homepage
Long before attendees ever step foot into your meeting, they’ll head online to find out more about the event—what’s on the agenda, who will be speaking, where it will be hosted and so on.
But if your meeting website doesn’t capture guests’ attention or isn’t accessible, prospective attendees are likely to click away before taking the time to learn the key details, lowering the chances that they’ll register at all.
Add to the mix that the human attention span has shrunk to eight seconds—lower than the notorious nine-second attention span of the goldfish—and suddenly making a standout event website seems like a tall task.
For a compelling meeting website that encourages registration, here are five features your event’s webpage can’t be without:
1. A modern, mobile-optimized design
An outdated website sends an immediate message that your meeting content and agenda are behind the times, too. So, consider it time for a refresh. A clean, sleek design with big, readable fonts will put your meeting into focus fast. Just make sure it’s mobile-friendly, too: About 58 percent of site visits were from mobile devices in 2018.
2. Positive imagery of the attendee experience
Your event website should make attendees believe that coming to your event will be exciting, memorable and rife with learning opportunities—in other words, a can’t-miss opportunity. And sometimes the best way to prove that point is to show it. Incorporate pictures of similar past events to illustrate the high points of your meeting, such as any celebrity speakers, performances, scenic views from the venue and so on. Don’t forget to include attendee images, either: The more fun they see other guests having, the more likely they’ll sign up for the fun, too.
3. Purposeful, concise copy
Images might be what draws the eye initially, but the information on your website will be the ultimate determinant in whether potential guests will become full-fledged attendees. With that in mind, it can be easy to write out every event detail to persuade guests to register. But be careful: Too much text on a website can be overwhelming and cause viewers to skip out on reading it entirely. Highlight key event elements, but keep some aspects a surprise, too. And when it comes to the actual writing, keep sentences short, with no more than three or four sentences in a paragraph.
4. A call to action
Like other event marketing materials, your website exists to drive attendance and encourage ticket registration. Imagery and compelling copy are great ways to show value, but they will be all for nothing if the website doesn’t offer easy ways to sign up or buy tickets. Include prompts throughout the website experience that redirect to the registration page, but be careful about coming off as too pushy: An incessant stream of “Buy Tickets” buttons might turn off potential attendees.
5. Accessibility for all
Throwing more inclusive events starts with showing every attendee that he or she is welcome from the get-go. That means making your website accessible to all. Work with your website partner to ensure that your event is equipped with accessibility features at every level of design, so that no one, regardless of disability, is left out from your meeting experience.