This article is for you if you're:
Organizing online screenings for your film festival;
Wanting to enable virtual participation in your industry event or market;
Planning a conference or a seminar with online registration;
Organizing any other type of event and want to promote it online.
Creating an effective event landing page is crucial for driving visitors, and registrations, and ensuring the success of your event. A well-designed landing page can engage potential attendees, communicate key information, and ultimately convert visitors into registrants. Here's a comprehensive guide on how to create an event landing page that converts:
What is an Event Landing Page?
An event landing page is a standalone web page specifically designed to promote and provide information about an upcoming event. Its primary purpose is to encourage visitors to engage with the content and register or purchase tickets for the event. Unlike a general webpage, an event landing page is laser-focused, containing only the essential information and compelling content needed to convince a visitor to take action.
Example: Imagine hosting an industry event parallel to your film festival. Your event landing page would include details about keynote speakers, session topics, ticket pricing, live and on-demand streaming, and more—all designed to provide visitors with enough information to decide to register right on that page.
Why Do You Need an Event Landing Page?
An event landing page serves several important functions:
Provides a central hub for event information: Instead of scattering details about your event across multiple pages or marketing channels, an event landing page consolidates everything in one place.
Focuses visitor attention on event details and registration: With a single page dedicated to your event, you can steer visitors' focus toward the details and encourage them to register without distractions.
Allows for targeted messaging and conversion optimization: You can tailor the content and design of the page to appeal directly to your target audience, increasing the likelihood of conversions.
Enables tracking of marketing efforts and registrations: With a dedicated landing page, you can easily monitor visitor behaviour, track conversions, and measure the success of your promotional efforts.
Example: If you are promoting a film festival, the landing page can feature a screening programme, filmmaker background information and photos, and festival highlights and side events, all aimed at persuading visitors to buy tickets.
How to Set Up in Popular CMS Platforms:
WordPress: Use plugins like Elementor or Beaver Builder to create a custom landing page. Install the Event Tickets plugin to manage registrations directly from your landing page.
Wix: Utilise the Wix Events app to design your landing page and handle ticket sales and registrations seamlessly.
Squarespace: Choose a template designed for events, customise it with your content, and use the built-in registration forms to manage sign-ups.
Key Elements of an Effective Event Landing Page
### 1. Compelling Headline
Your headline should communicate the value proposition of your event in a concise and attention-grabbing manner. Use strong action words and highlight the main benefit of attending.
Example: For a film market: Showcase Your Nation's Talent: Join the International Film Market and Elevate Your Country's Content on the Global Stage!
### 2. Engaging Visuals
Incorporate high-quality images or videos that showcase previous events or speakers. Visual content helps create excitement and gives potential attendees a sense of what to expect.
Example: A film industry event page could feature photos and videos of past year events, an interview with the head organiser, and snippets of participant testimonials.
### 3. Clear Event Details
Prominently display essential information such as:
Date and time: Clearly communicate when the event will take place; consider adding a countdown clock.
Location (physical or virtual): Provide the address for in-person events or the platform link for virtual events.
Ticket prices and options: Outline different ticket tiers, what each includes, and pricing details.
Programme overview: Give a brief rundown of the event agenda to set expectations, and introduce different content categories and collections in addition to the detailed festival programme.
Speaker lineup: Highlight notable guests, speakers or performers to attract interest.
### 4. Persuasive Copy
Write a compelling copy that highlights the unique aspects of your event. Focus on the benefits attendees will gain and use bullet points to break up text for easy scanning. Address any potential objections by clearly outlining what sets your event apart.
Example: “Join industry leaders for a day of insightful talks, hands-on workshops, and unparalleled networking opportunities. Don’t miss the capstone keynote by renowned film producer Jane Doe—exclusive insights you won’t get anywhere else.”
### 5. Social Proof
Include testimonials from past attendees, speaker bios, or logos of sponsoring companies to build credibility and trust.
Example: “Last year’s attendees said: ‘A transformative experience!’ – John Smith, Head Organiser of the International Film Festival.”
### 6. Strong Call-to-Action (CTA)
Create a prominent and clear CTA button that stands out on the page. Use action-oriented language like "Register Now" or "Secure Your Spot." Make sure the CTA button is easily accessible and appears multiple times throughout the page.
Example: “Ready to elevate your festival audience-building strategy? [**Register Now**] and secure your early bird discount!”
### 7. Mobile Responsiveness
Ensure your landing page is optimised for mobile devices, as many potential attendees will be browsing on smartphones or tablets. Test the page on various devices to ensure it looks and functions well across all screen sizes.
Tips for Optimising Your Event Landing Page
Keep it simple and focused: Avoid cluttering the page with unnecessary information or distractions.
Use A/B testing: Experiment with different headlines, images, and CTAs to determine what resonates best with your audience.
Implement a countdown timer: Create a sense of urgency by displaying a countdown to the event or early bird registration deadline.
Offer early bird discounts: Incentivize early registrations with special pricing or exclusive perks.
Leverage social media: Include social sharing buttons and encourage visitors to spread the word about your event.
Optimise for search engines: Use relevant keywords in your page title, meta description, and content to improve visibility in search results.
Provide FAQs: Address common questions potential attendees may have to reduce barriers to registration.
Use exit-intent popups: Capture leaving visitors' attention with a final offer or reminder to register.
Example: For an industry masterclass, A/B test different CTAs such as “Join Now” versus “Claim Your Spot” to see which converts better.
Measuring Landing Page Performance
To gauge the effectiveness of your event landing page, track key metrics such as:
Conversion rate (percentage of visitors who register): Measure how many visitors end up registering.
Bounce rate: Track how quickly visitors leave your page without taking action.
Time spent on page: See how long visitors stay and engage with your content.
The click-through rate on CTAs: Monitor how often your CTA buttons are clicked.
Use tools like Google Analytics to monitor these metrics and make data-driven improvements to your landing page.
Example: If you notice a high bounce rate, consider revising the headline or improving the visual appeal to keep visitors engaged longer.
By implementing these strategies and continuously optimising your event landing page, you can create a powerful tool for driving registrations and ensuring the success of your event. Remember to tailor your approach to your specific audience and event type for the best results.
For more insights on enhancing attendee engagement at your event, check out our guide on boosting engagement at virtual events. Additionally, explore ways to monetize your event to maximise your return on investment.
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