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June 15, 2018

How to Create an Event Website that Converts

When you design a website for an event, the most important thing to keep in mind is that the goal is to sell more tickets.
Therefore, design matters – a lot! Most importantly, your ticket sales page needs to sell the event and make visitors believe it’s worth the price of the ticket. A poorly designed event website and ticket sales page won’t convert visitors into ticket buyers, which means your event won’t generate a profit. Even worse, your event might not break even!

Following are 10 essential elements that your event website, specifically your ticket sales page, must have or you’ll lose ticket sales.

1. Timing

When will the event be held? How long will it be? If visitors to your event website and ticket sales page can’t instantly identify when the event will be held – including the date and time – they might not stick around to figure it out or buy tickets. Therefore, make sure the date and time are above the fold no matter what device a person is using when they visit your site.

2. Pricing

Pricing doesn’t have to be above the fold, but it does need to be easy to find. In addition, make sure it’s clear if any taxes, fees, shipping, or other charges will be added to the ticket price before someone starts their purchase. You don’t want people to abandon their carts because they’re surprised by the final price. It’s best to set expectations up front. Also, make sure any discounts and special pricing are highlighted and easy to see. If there is an expiration date for discounts, make that easy to see, too.

3. Location

Include the name of the event venue and the address on your event website and ticket sales page, but don’t stop there. Include a map (an interactive Google map is best) and written directions from major roadways or public transportation if it’s available. You want people to believe it’s easy to get to your event!

4. High Quality Images

Don’t skimp on images for your event website and ticket sales page. The reality is that good images sell more tickets! Use photos from previous events or ask your performers to provide images.

5. Videos

Videos make people feel more connected to events by inviting them into the experience. With that in mind, include videos from previous events if you have them. If not, include performer videos, behind-the-scenes videos, sneak peek videos, and more.

6. Detailed Description

If your budget allows it, it’s a very good idea to hire a professional copywriter to write the description of your event. This text will sell the event to visitors, so it’s important that it piques their emotions and excitement. The copy needs to motivate people to take action and buy tickets right now, so make sure visitors feel like they can’t miss your event after they read it.

7. SEO

It’s important that Google can find your event website and ticket sales page, so use search engine optimization best practices to improve your Google search rankings. Do some keyword and competitor research, and hire an SEO expert if you need help.

8. Promotional and Tracking Integrations

Your event website and ticket sales page should be integrated with Google Analytics for tracking, as should your ticketing application, so you can track all of your sales and your marketing investments. To that end, your event website and ticket sales page should also integrate with Google AdWords, Facebook ads, and other online advertising and marketing tools that you’re using, so you can track where ticket sales are coming from.

9. Social Sharing

Social media marketing is an important part of an event marketing plan, so you should make it as easy as possible for people to share your event, particularly your ticket sales page, with their online connections. Therefore, include social media sharing links and buttons on your event website and ticket sales page so they’re always easily accessible.

10. Sign-up Form

Often, people will visit your event website, but they won’t be ready to buy tickets yet. By including a sign-up form on your site and ticket sales page, you’ll be able to send reminder messages that can convince people to buy tickets. You can also use your sign-up list to send special offers that recipients might forward to even more people.

Converting Event Website Visitors into Ticket Buyers

By ensuring the 10 elements listed above are included in your event website and your ticket sales page, you’ll sell more tickets. Work closely with your online ticketing provider to build the best online destination for your event so it’s as successful as possible.


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Gary Bradshaw, 30-year event industry veteran, is President of AttendStar, a ticketing software provider for online event ticketing, management, marketing, logistics, and more. Founded in 2010, AttendStar specializes in air shows, concerts, festivals, and outdoor events. AttendStar is a leading ticketing solution for event organizers, artists, and venues.

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