If you’re going to talk about the various secrets of sold-out events as we’ve been doing on the blog for the past several weeks, there comes a point when you know you’ll be talkin’ websites. Friends, that time has come.
And, it’s not just a fortunate coincidence that we happen to be in the business of building killer websites (though we are), because as important as event websites have become to the overall success of a show means you could probably use a little expertise! So, let’s get to it.
The Center of the Action
For most events these days, the website serves as grand central station. All your marketing campaigns end here in the place people come to actually register for your event and get their first real taste of what they can expect from your show. That’s true for any event, but the ones that are really kicking tail and taking names are going above and beyond to make sure their website really kills it.
Here's what you’ll find on their sites:
More than half of users are viewing your site on a mobile device. Tailoring the experience to fit the unique needs of this audience is no longer optional.
Another thing you won’t find on the website of a highly successful show is complicated, drawn-out content. Research shows that less than 20% of the text on an average web page actually gets read. Clear and focused wins.
The same goes for the registration process. Plain and simple, the shows that sell the most tickets have made the process as easy and streamlined as possible for their users.
Successful shows also know that on the web, subtlety doesn’t pay. Their sites tell users what they want them to do using direct and simple language that is prominently placed.
Social Media Integration
Since we already know that the people behind these shows are social media rockstars, it probably won’t surprise you to know that their websites follow suit. Integrated feeds, links and sharing tools are a natural and powerful extension of their overall social media strategy.
There can’t be a discussion about good websites that doesn’t include Google. You can be sure that the sites of really successful shows are making sure they’ve crossed the t’s and dotted the i’s around basic SEO best practices like meta titles, image descriptions, and proper redirects.
And finally, no great event takes a set it and forget it approach to their website. They use their website as the event before and after the event, treating it like a platform with resources, continuous content and community. They’re keeping a close eye on analytics to measure what is and isn’t working and making adjustments accordingly.
Does Your Site Have the Killer Instinct?
How do you think your event website measures up? If you’re not sure or suspect it’s falling a little short, give us a call! We’ll whip things into shape.