Introduction to Event Landing Pages
Event landing pages provide information about an upcoming event and encourage visitors to register or purchase tickets. They are an effective way to generate leads and drive event attendance. This article will examine the key elements of a high-converting event landing page and provide tips for creating one. We'll also look at examples from Unicorn Platform and other website builders to illustrate best practices. By the end, you'll have the knowledge to make an event landing page that drives registrations for your next conference, workshop, or dinner.
Event landing pages serve a few key purposes:
-
Promote an upcoming event and provide details like date, location, agenda, speakers, etc.
-
Enable visitors to register for the event or purchase tickets.
-
Generate leads by capturing contact info from registrants.
-
Get attendees excited through engaging copy, visuals, and multimedia.
-
Answer frequently asked questions.
-
Build credibility through testimonials and social proof.
A well-designed event landing page makes it easy for visitors to learn about the event and convert to attendees. It's an essential tool for driving registrations and ticket sales.
Key Elements of Event Landing Pages
There are several key elements that should be included on your event landing page:
Hero Section
The hero section is the first thing visitors see, so make it eye-catching. Include the event name, date, location, and a brief description. Use an image or video related to the event topic or theme. Add a clickable CTA button to register for the event or learn more at Unicorn Platform.
About the Event
Provide more details about the event like the schedule, speakers, agenda, etc. Keep the copy succinct yet informative. Use subheadings and bullet points to break up large blocks of text. Highlight keynote speakers with images and short bios.
Call-to-Action Buttons
Strategically place clickable CTA buttons throughout the page. The main CTA button should stand out with contrasting colors. Have CTAs enable visitors to register, purchase tickets, or download the agenda. Place buttons above the fold and near the bottom as visitors scroll.
Testimonials
Positive social proof builds trust and credibility. Include testimonials from past attendees praising the quality of the event and expertise of the organizers. Use images, names, and titles to make testimonials more impactful. Rotate multiple testimonials for variety.
FAQ Section
Answer common questions from attendees like parking, refunds, schedules, etc. Well-crafted FAQs can reduce objections and increase conversions. Organize questions into logical categories for quick scanning. Keep answers brief and scannable with bullet points.
Other important elements include:
-
Clear event details like date, location, agenda, speakers, etc.
-
Prominent calls-to-action for event registration or ticket purchases
-
Engaging visuals like photos, videos, or graphics
-
Social sharing buttons
-
Countdown timer to build urgency
Thoroughly covering these elements creates a landing page that informs visitors and drives conversions.
Design Tips for Event Landing Pages
Here are some best practices for the design of your event landing page:
Page Layout
Place important info like event details, CTAs, and testimonials above the fold. Use white space between sections for visual separation. Break up text with images, videos, icons, or graphics. Format text into scannable sections with subheadings and bullet points.
Visual Media
Photos should capture the emotion and energy of the event. For virtual events, use graphics to bring the experience to life. Videos give attendees a preview and build excitement. Optimize images for fast loading with compression.
Typography
Use an easy-to-read font like Arial or Open Sans. Make key details like dates and CTAs large and bold. Paragraph text should be 16px or larger for readability. Use line heights between 1.4 and 1.6 for comfortable spacing. Break up long blocks of text with subheadings.
Colors
Use brand colors and accent colors to create visual interest. Ensure text and backgrounds have enough contrast for readability. Limit to 2-3 colors to avoid visual clutter. Bright accent colors draw attention to CTAs and graphics.
Mobile Responsiveness
View page on all devices to identify layout or text issues. Pages on Unicorn Platform are mobile-responsive out of the box. Ensure CTAs and navigation remain visible when viewed on phones. Use flexible containers to optimize page flow on mobile.
By following these design practices, you can create an attractive, engaging landing page optimized for conversions. Use high-quality visuals, intuitive page layouts, readable typography, and strategic color schemes.
Tools for Building Event Landing Pages
There are many excellent tools available for creating event landing pages without coding:
Unicorn Platform
Offers customizable templates for quick event landing page setup. Drag-and-drop editor simplifies modifying and rearranging content. Integrates with email services like Mailchimp for lead capture. Accept payments for event registration or tickets with Stripe. Provides analytics on visitor traffic and conversions.
Squarespace
Includes beautiful templates for events, conferences, workshops. Allows embedding videos, social posts, maps, calendars. Integrates with email marketing, analytics, payments. Enables collecting online registrations and sales. Offers 24/7 customer support via live chat or phone.
Wix
Drag-and-drop editor makes customizing event pages simple. 700+ designer-made templates for events, conferences, etc. Built-in forms and payment processing. SEO tools help improve search visibility. Supports embedding videos, maps, calendars, and more.
WordPress
Open-source CMS with thousands of plugins and themes. Event management plugins like EventON for registration. Add ticketing plugins like WooCommerce. Extend functionality with drag-and-drop page builders. More complex but very customizable and scalable.
Webflow
Visual web design platform with responsive templates. Integrates with Zapier to connect apps and automate workflows. Clean code output for better SEO. Detailed analytics provide insights on visitors. Higher learning curve but professional-grade flexibility.
These platforms make it easy to customize beautiful event landing pages without coding expertise. Focus on your content and let the tools handle the technical aspects.
Optimizing and Promoting Your Event Page
Creating your event page is only the first step. You also need to optimize it for conversions and promote it to drive traffic:
On-Page SEO
Include target keywords in page titles, headers, and meta descriptions. Add alt text to images and videos for better indexing. Ensure copy is concise, scannable and includes keywords. Optimize page speed by minimizing HTTP requests. Use keywords in URLs for better click-through rates.
Promotion Channels
Send emails promoting the event to your subscriber list. Post on social media and engage followers leading up to event. Run retargeting ads on platforms like Facebook and Google. Pitch to relevant blogs, event calendars, and media outlets. Send out press releases to build additional buzz.
Analytics and Optimization
Use Google Analytics to track visitor trends and conversions. A/B test elements like copy, headlines, and designs. Monitor results and double down on top-performing channels. Send follow-up surveys to identify registration barriers. Update page based on feedback to further boost conversions.
Continuous optimization and promotion are essential for driving traffic and registrations. Leverage SEO, social media, email, and ads to get your event page in front of the right audiences.
Post-Event Lead Nurturing
After your event concludes, continue engaging attendees through post-event nurturing campaigns. Send a thank you email recapping event highlights. Share photos and videos to prolong the experience. Send surveys to collect feedback. Promote next year's event by offering early bird discounts. Stay top of mind while attendees decide on future events.
Key Takeaways
-
Event landing pages are vital for driving registrations and ticket sales.
-
Include key details like date, location, agenda, calls-to-action, etc.
-
Optimize design with great visuals, intuitive layouts, and branding.
-
Promote through email, social, ads, SEO to drive traffic.
-
Continuously test and optimize based on analytics and feedback.
-
Extend the impact through post-event nurturing of leads.
By following the strategies outlined in this article, you can create a high-converting event landing page. Provide compelling information, make registration easy, optimize for conversions, and promote it widely. With a well-executed event landing page, you'll fill seats and drive revenue for your next event.
Check out Unicorn Platform's landing page templates and easy drag-and-drop editor to create your event landing page without any coding required.
Unicorn Platform