In the scheme of event planning, creating the ideal landing page is essential to stealing the show. Whether you’re having a music festival, a technology conference, or a product launch, a dedicated event registration landing page is one of the keys to a genuinely exceptional event. With a carefully built landing page, you can pique potential attendees’ curiosity, excitement, and interest while giving them all the required information, ultimately leading to increased registrations.
What is an event landing page?
In general, a landing page is a page where visitors “land” after clicking through from an online ad, tapping on a social network post, or entering the URL from a paper poster you posted to the neighborhood lampposts. A strong landing page should be laser-focused on one single goal: getting visitors to take the desired action.
Essentially, an event landing page functions as your event’s billboard. It’s a unique webpage dedicated to your virtual event, such as a webinar, online training, or live-streamed performance. This page is where you throw out the digital red carpet for your event, highlighting all the juicy details—who, what, when, and, most importantly, why—in a style that’s as engaging as a conversation with an old friend.
Why do you need event landing pages?
Event landing pages are the most effective way to generate ticket sales and registrations.
There are two primary types of event landing pages:
Event registration landing pages encourage people to join up for an event. Registration pages for free events are intended to generate signups and reservations, while those for premium events are intended to sell tickets.
Lead gen landing pages where visitors can request additional information. These pages are intended to generate curiosity and acquire contact information.
Basic requirements for all event landing pages
To get started, imagine your event landing page as an invitation to a party you’re hosting or trying to persuade your friends to attend. What information do people need to know? What information would you need to include?
- The who: You are the host. Who are you, and why are you an expert on the subject or presenting this event? Alternatively, if you are an associate or sponsor of the event, why are you coming and/or urging others to register? If you’re the host, do your sponsors a favor and display their logos. It’s simply decent etiquette.
- The what: What is this event all about? Conferences might be hyper-focused on a specific topic, such as how to develop an effective event landing page. Alternatively, they might be broad and come with many bells and whistles. Make sure your audience knows what to expect.
- Details: Where and when will the event take place? Remember to include the city, you don’t need to be as detailed as the actual address. These facts should be prominently displayed on your landing page, preferably directly next to a Call-to-Action.
- The Call-To-Action (CTA): Speaking of CTAs, your landing page must include at least one. Perhaps more than one. If your event landing page needs to be packed with information and consumers will be browsing through it, make sure they can always find a CTA to get their tickets. You never want to make someone labor to give you money.
Event Landing Page Best Practices That Convert
As part of event planning, simply having event landing pages is insufficient to guarantee conversions. However, if you follow these event landing page design standards, you can use your landing pages to make a stronger first impression and encourage people to RSVP.When creating your event landing page, keep the following best practices in mind:
Before the event
If you’ve ever organized an event, you know how much work goes into it months before it takes place. As the saying goes, overnight success might take a long time to achieve.
1. Focus on a Single Conversion Goal:
Pages for your events, like other landing pages, should be designed with one goal in mind: to get attendees to register. Everything, from the headline to the design to the event specifics, should promote this purpose.
2. Target specific types of attendees:
One significant advantage of event landing pages is that you may use many variations to target particular categories of attendees. For example, if you’re promoting a marketing conference, you might develop a distinct landing page.
3. Give Folks Something to Look Forward To:
Your landing page should layer on elements of FOMO and can’t-miss excitement to make visitors itch to attend. Maybe you offer a sneak peek of the upcoming speaker lineup or a fun recap of last year’s event. You could also include quotes from past attendees or photos and video clips of standout moments from a recent show.
4. Start Capturing Leads:
For the months leading up to the big day, your event landing page is the perfect tool for gathering leads. Use it to collect email addresses from interested prospects, and give them updates along the way that will help convince them to get a ticket.
During the event
When the big day arrives, your event landing page might play a different but equally important role.
1. Transform Prospects into Customers: Events are more than just fun, networking, and creating buzz. At the end of the day, you want to make it as simple as possible for consumers to register for your product. Your landing page is ideal for that. Create an attendee-specific landing page to encourage visitors to sign up for your service or product. An exclusive “attendee-only” discount can provide further motivation, and make sure to distribute the landing page URL and promo code wherever possible.
After the event
The event has ended, so you can finally breathe! Don’t forget that your event landing page might still be useful.
1. Provide a recap:
Everyone enjoys reminiscing about good times, so make it easy for attendees to remember how amazing your event was. Highlight films and images, social media comments, and recaps are just a few ways to assist attendees remember the incredible value they received from the event (and perhaps make non-attendees a little jealous that they didn’t go?). This might also be an excellent moment to provide hints about next year’s event.
2. Lead Generation:
Providing gated material is an excellent approach to create leads for attendees who were unable to attend the event or who want to refresh their memories. Simply by providing their email address, they will have access to all of the amazing information delivered and collected during the event, while you will be able to build your contact and lead list.
Incorporate these event landing page best practices into your event planning to create a compelling landing page that captivates your audience and maximizes engagement. By focusing on clear goals, targeting specific attendees, generating excitement, capturing leads, and providing valuable post-event content, you can ensure your event landing page not only attracts attendees but also drives conversions and leaves a lasting impression.
