An event website has the power to inform, educate, and compel your visitors to action all within a few moments. Websites that are well thought-out become a frequent resource and community hub for event regulars and those seeking to make an informed next-step. With so many platforms offering landing pages, single, or multi-page websites, it’s easier than ever to set up a website that can not only showcase the value of your event but promote lasting awareness of your brand, too. Read on for four ways a website can boost your event registration!
Educate and Inform Your Audience
Every event should have a home base. While we are huge advocates for social media as a way to promote your event, a website is a space your event can call its own. Here, you can inform your registrants of important event details like date and location, sponsorship opportunities, your brand’s mission, and more. With a website, you can customize your presentation so that it aligns with your brand and provides the necessary information – plus any extras. For some events, a one-page site is ideal, for other events with more history and a larger following, a multi-page site with FAQs, a photo gallery, and community boards might be worthwhile. The main goal is to educate and inform your audience – and compel them to register!
Offer A Clear and Direct Call to Action
With a landing page or website dedicated to your event, it’s much easier to control the visitor’s experience. Whether your event website has one page or a few, you can set up a “journey” that helps guide them along to the next best step as they go. Buttons and links are a great way to steer traffic from one segment to another in a way that is most meaningful to your audience. Plus, when you run your own event site, you can make sure your call to action (CTA) gets the priority it deserves. The call to action is a prominent button or link that directs your visitors to register their event through the Sign Me Up forms. Through your site settings, you can elect that your CTA sends people to your registration form in a new tab; this will allow them easy navigation back to your site to read FAQs or view other post-registration information.
Boost Traffic with Search Engine Optimization
A website is a great way to boost traffic and audience reach (again, coupled with other platforms), because of its ability to be found through a Google, Bing, or Yahoo search. Google is the search engine, so a lot of the rules and techniques of SEO are catered to their algorithms. If you’ve never worked with SEO, fear not. There are a ton of great blogs that offer tips and tricks to beginners. So, even without a tech background, you can still get some extra traffic to your site with a little tweaking. The purpose behind optimizing websites for search engines is to allow these engines to “crawl” through the data on your website and pull out relevant information. Then, the search engine presents that information to an audience they think will benefit from it (based on the queries they type into their search bar). You can’t work SEO into social media platforms; a website is your best bet to reach audiences you might not otherwise have access to.
Increase Visibility and Brand Awareness
Once your website is up and optimized for search engine queries it becomes a great tool to increase the visibility of your brand, your event, and thus awareness of both. Even if your event occurs just once a year or seasonally, you’ll want to keep the site updated with information on your intentions for the next event or general news about your company or brand. A blog is a great way to continuously refresh content during an otherwise dormant time (search engines love fresh content). Of course, a comprehensive strategy for boosting visibility and awareness is key. Consider building a mini-empire through as many social and web-based platforms as you can to optimize this reach!
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