According the Associated Press, attention spans have shrunk by 50% in the last decade. How do you design a website that gets the most bang for your fraction of a second of attention and get people interested in your events? Give your audience what they want as quickly and easily as possible.
The main things people want to know are:
- Who should attend
- What’s happening
- When it takes place
- Where It’s held
- How much will it cost
Make sure this information is covered prominently on your homepage. Site visitors will leave your site if they can’t find the details important to them right away. If you have multiple audiences that require information tailored to their needs, have prominent links to further information written just for them.
Easy to navigate.
With milliseconds to make a good first impression, you want to make sure that visitors can easily navigate your site. Attention to the user experience allows them to find the information they need, when they need it. Tips for a great experience include:
- Offer the right information at the right time. Make floor plans available when exhibitors are setting up their booth order. Create a “making the case to your boss for attendance” page months before your event, and remove it once registration is closed.
- Short & Sweet & Scan-able. Research indicates only 20% of your page will be read. Short text, bulleted lists, bolded copy all help emphasize what’s important.
- Easily accessible. Elevate the most important information to the main page, and use sub-pages when appropriate. Make sure your sub-pages offer the who, what, when, and where of your event, because any page could be a landing page based on what a visitor searched for to begin with.
Last, but certainly not least, your website should be beautiful. It should reflect your brand and your event theme. It should be professionally designed and scaled to give the same level of impact and usability no matter what device it’s being viewed upon – PC, tablet or smartphone. Consider a design shop that offers responsive design, eliminating the need to create one site for computer screens and another for mobile devices. Make sure you discuss integration options for your event management software, allowing you to offer the most up-to-date information on your website while reducing the need for duplicate data entry.