There’s too much noise. Whether it’s the ‘leaf blower guy’ creating a commotion outside your office as you try and write a blog, or the yearning cries your stomach makes whilst said blog post is being written – the only thing we have the power to control is how we react. In this case, I ignored the leaf blower guy and devoured my lunch. You’re welcome, stomach.
Similar to the running of commercial events, your customers have complete power as to whether or not your message moves them enough to take action. This is where your website becomes a powerful platform for conveying key information. But with numerous competitors on the rise, how are you going to ensure potential customers listen to you instead of the rest?
Assume your audience knows nothing.
It doesn’t matter if you’re a well-known monthly/annual event with a strong brand and consumer following or a new conference – you need to always assume your customer knows nothing about everything. This simply means clearly outlining all of the event details in a presentable format.
From the time of the event to the venue and location, having a dedicated General Information page will make your life and your attendee’s life easier. Bright Tip: Go the extra mile by including a FAQs page for your attendees. You can also use this page as a marketing tool, so don’t be afraid to add a bit of personality and spice as well as adding a link to registration. Hey look, we gave you F and Q too!
Buttons, Buttons, BUTTONS.
Speaking of the registration process, customers want simplicity and it doesn’t get any better than having buttons. After reading ‘the most amazing marketing copy ever’, you can place a ‘register now’ button at the bottom of the content, making for a smooth registration process whether they’re booking from a mobile device or laptop.
Running multiple events? Great. You can format the home-page by separating each event into different columns, detailing key information such as the topic of the event, date and location. You can then use a ‘Learn More’ or ‘View Details’ button under these headings which will take the user to a more detailed event page. This page has content on the topic/s being covered, the speaker/s and more. Bright Tip: Once you know how to create buttons, it’s hard not to go crazy and place buttons everywhere. Pick and choose your links and make sure each button serves a purpose!
Create Concise, Creative Content.
Yep, you knew the C word we were going to use was content, right? Your website needs to have important, easy to read content. No one has the time to read a 3,000 word essay about your event! Instead, separate your content by using titles and bullet points. Explain what the topic is about, who the keynote speaker is and have up to five main points on why they should attend using only 300-400 words. Bright Tip: You can also use the ‘top reasons you should come to the event’ as weekly social media content too.
Don’t Design for the sake of Designing.
This is where the whole too much noise comes in. Over designing can include things such as having too many font styles, colours and images. This will create a very difficult user experience so it is important to keep things tidy and graphic. Bright Tip: Using social media icons? Keep them either at the top or the bottom of your website pages – you don’t want to cause too much of a distraction.
And there you have it. Do you have other ABCDs or 123s when it comes to amplifying an event website? Leave your ideas on the comment section below.