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How To Create a Killer Landing Page for Your Event

Creating a great landing page is crucial to attract the right audience and boost the success of your event. The landing page is generally what potential attendees will see first, and it can greatly influence their decision to sign up or to find another event.

You want a landing page that’s appealing, informative and well-designed. This shows that your company and event are high value, which persuades the website visitor to join the event.

This article will guide you on the key elements of a successful event landing page. You’ll receive essential tools and insights to create a page that engages your target audience and prompts them to take action.

We’ll share how to create compelling headlines, the best type of content to include, and expert tips to attract more ticket sales. Learn everything you need to know to make your event landing page successful by exploring the insiders’ secrets of high-converting pages.

Where To Start: Get Clear On The Purpose of the Landing Page

The first place to start is determining your landing page’s purpose. Beyond the ultimate goal of getting more sales, which is obvious, what is the exact objective of your event?

Is it lead generation, ticket sales, product promotion, or something else? Defining your goals will help you customize your landing page accordingly.

To effectively design your landing page from the start, consider your purpose and also your ideal target audience. What will help get those people to your event? What will bring that specific audience to convert on the landing page?

Again, this relates to the overall purpose of the page (direct sales, lead generation, product promotion). To help clarify your target audience, create a customer avatar and detail their interests, pain points, and reasons for attending events.

With this information, you can create a landing page that will connect with your target audience and boost event sign-ups.

Focus On The Design and Layout

First impressions are everything when it comes to online content. You might think that the content and information are key. While that’s important, if the landing page isn’t designed well, people will be far less likely to stay very long on that page and even read about your event.

To attract visitors who will convert to registrations for your event, it’s crucial to create a clear and focused landing page. Use high-quality visuals that are engaging and optimized for all devices, emphasizing the value of your event. If you include low-quality, messy photos, people will get a sense that this event isn’t very professional and put together.

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You want to give your visitors a positive experience on your landing page. That inadvertently communicates that they will have a positive experience at your event.

Pay attention to your call-to-action phrase and button. This is the key button visitors will use to register for your event, so it must stand out from the other elements. Use contrasting colors for your background and button.

The text in both the button and surrounding the button should be prominent and clear. For example, include a sentence such as “sign-up now to reserve your spot” along with the CTA button text, which could be “Book Now.”

This way, visitors will notice the button easily and understand exactly what they need to do. This is what web developers refer to as a good user experience, making people feel that their time on your page is smooth and easy to know what to do. The result? They’re more likely to register for your event.

Key Elements of a Landing Page

To effectively convey your event’s information and encourage visitors to sign up, a landing page must include specific key elements.

The essential elements that your landing page should have:

Headlines and subheadings: Craft a compelling headline and subheading for your event to captivate visitors and provide them with more information. As with the CTA button, be direct and simple in your choice of words.

Stay clear of technical jargon or lengthy copy. Headlines are very important, as 80% of website visitors will read them, but only 20% of visitors actually read the remainder of the content.

Call-to-action: Have a prominent call-to-action button that directs visitors to register for your event. Use bright, bold colors and clear and persuasive language such as “Register Now” or “Get Your Tickets Here.”

Event Details: Give a short summary of your event’s details, such as the date, time, location, and theme. You might also provide a schedule or agenda to help attendees get a better idea of what will happen during the event.

Social Proof: To establish trust and credibility, we suggest including testimonials or reviews from past attendees, any awards you have received, or media coverage you have received.

Registration form: To avoid discouraging visitors from completing the form, please ask for only the necessary information simply and straightforwardly. Having too many fields may not be ideal as it makes the check-out process longer and may discourage people from conveniently signing up.

Example of some of these elements in action:

In our landing page for TicketsCandy (see image below), we use social proof with the images shown at the top, we include a prominent heading and a short description below, and we have a CTA button with direct language “Learn More.”

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Crafting Compelling Content

There are many ways to make your landing page content persuasive, compelling, and optimal for your visitors.

Some top tips to make your content stand out.

  • Highlight the advantages of the event, especially the benefits, attractions, and unique aspects of the event itself
  • Use short sentences, bullet points, and simple-to-understand language to make your content fast to read and accessible for different people
  • Use storytelling and pull on your target audience’s emotions
  • Use lots of visual content like high-quality photos and videos.

Optimizing Your Landing Page

To enhance the performance of your landing page and attract more registrations, you’ll need to optimize it after designing and creating it.

There are many different ways to optimize your landing page, including A/B testing and SEO optimization.

SEO optimization stands for Search Engine Optimization. This is how you get found on Google, for instance. You can improve your landing page’s SEO by incorporating appropriate keywords into both your content and meta tags.

A/B testing improves your landing page’s effectiveness by experimenting with diverse versions featuring varying headlines, colors, or images and comparing their performance.

Additionally, also optimize the landing page to load fast, which decreases bounce rates, and to be mobile friendly, since most people viewing webpages in the modern digital world are viewing them on their mobile device.

In fact, 86% of visitors are viewing your landing page on their mobile device, so make sure it looks good and works great on mobile.

Keep Upgrading Your Page: Monitor and Analyze Results

Identify any weaknesses and make your landing page perform even better by tracking different landing page performance metrics and reviewing the data.

The most common ones to track for landing pages are listed below. They’ll give you helpful information on how your page is performing.

  • Conversion Rate: the percentage of visitors who sign up for your event. If your conversion rate is low, your landing page might need some improvements.
  • Bounce Rate: the percentage of visitors who leave your landing page without taking any action. If your bounce rate is high, the landing page might not have the right information or design, or you’re targeting the wrong audience.
  • Traffic Sources: helps you determine which channels are most effective in driving traffic to your landing page. It’ll show you where your traffic is originating from (social media, email marketing, and search engines).
  • Time On Page: metric shows you if your content is engaging and informative. Check this to keep track of how long visitors typically stay on your landing page.
  • Click-Through Rate: this helps you gauge the effectiveness of your retargeting ads in directing visitors to your landing page and keep track of the click-through rate.
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Source: WordStream

Final Thoughts

Having a well-designed landing page can greatly impact the number of event registrations and overall success.

Be sure to include important elements, create attention-grabbing content, optimize the page, and track its performance. These steps can help increase registrations and improve your landing page’s effectiveness.

Make sure your event’s landing page is straightforward, interesting, and provides pertinent information.

Emphasize the advantages of attending the event. In addition, think about employing retargeting advertisements to appeal to individuals who left the site without registering.

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