How to optimize your event website: strategies to drive and convert visitors

Mistakes to avoid on event websites 

With a few strategic tweaks, you can make sure your event website is driving traffic and converting visitors into attendees. Here are some common mistakes to avoid: 

Overdoing keyword optimization

One of the most common event website mistakes is overdoing keyword optimization. This means filling your site with too many keywords in an attempt to improve your search engine ranking. Not only will this make your site difficult to read but it will also turn off potential visitors. 

Moreover, search engines are getting smarter and they will penalize you if they feel you’re keyword stuffing. The best way to approach keyword optimization is to use them sparingly and only when they make sense. Remember, quality is key for both humans and search engines. 

Neglecting ROI evaluation

When you’re spending money on marketing your event, it’s important to ensure a positive return on investment (ROI). Too often, event planners concentrate on ticket sales without evaluating other key indicators such as website traffic and leads generated. 

Your website should be designed to increase awareness of your brand and generate interest in your event. Once you’ve captured a visitor’s attention, it’s important to convert them into a ticket buyer or lead. 

There are a number of ways to evaluate the ROI of your event website, including: 

• Website traffic data from Google Analytics or another web analytics tool 
• Number of leads generated from the website 
• Cost per lead 
• Conversion rate (leads converted to ticket sales) 
• Revenue generated from ticket sales 

By evaluating these metrics, you can determine which website strategies are most effective in driving awareness, interest, and conversions. 

Overlooking the power of media

Incorporate images and videos into your event website to give visitors a taste of what they can expect. People are visual, and event websites that include multimedia are more likely to engage visitors and convert them into attendees. 

People remember information 65% more when it’s paired with a relevant image, so make sure to include high-quality photos that accurately depict your event. If you have video footage from previous events, even better! 

Having too many or too few calls-to-action

Your call-to-action is what tells your visitors what you want them to do on your website. If you have too many calls-to-action, it will be confusing for visitors and they won’t know which one to click on. This will result in a higher bounce rate and fewer conversions. 

On the other hand, if you have too few calls-to-action, visitors may not know what actions they can take on your site. This can also lead to a higher bounce rate as visitors leave your site without taking any action. 

The key is to have a clear and concise call-to-action that tells visitors what you want them to do, such as “Buy Tickets” or “Register Now.” This way, visitors will know exactly what to do after they land on your site. 

Using outdated event management platforms

An event management platform is the software you use to run your event website and registration. If you’re using an outdated platform, your website will look old and be difficult to use. This will turn potential attendees away and make it harder to sell tickets. 

To avoid this mistake, research different event management platforms and find one that is modern and easy to use. Make sure the platform you choose has good customer reviews and offers a free trial so you can test it out before making a commitment. 

These days, there are many great event management platforms to choose from, such as Configio. Our software makes planning, promoting, and executing events easy and stress-free. Plus, our platform is mobile-friendly and features a sleek, modern design that will make your event website look professional and inviting. 

Best ways to optimize your event websites 

Your event website is the digital face of your brand and one of the most powerful marketing tools in your arsenal. An optimized event website will help you drive more traffic, convert more leads, and sell more tickets. 

Here are some of the best ways to optimize your event website: 

Prioritize SEO

Your event website is only as good as its ability to be found online. Search engine optimization should be at the forefront of your mind when creating and revising your site. Fortunately, there are a number of things you can do to improve your chances of ranking high in search results. 

Start by conducting keyword research to identify the terms and phrases that potential attendees are using to search for events like yours. Once you have a list of target keywords, incorporate them into key areas of your site, including the title tag, header tags, meta descriptions, and body copy. 

In addition to on-page SEO tactics, make sure to promote your event website through off-page SEO efforts such as link building and social media outreach. These activities will help to increase your site’s visibility and authority, leading to better search engine rankings. 

Make your website mobile-friendly

Google’s mobile-first algorithm means that your website will be ranked higher in search results if it’s mobile-friendly. This is because more and more people are using their smartphones to access the internet. In fact, over 60% of internet traffic is now from mobile devices. 

To make your website mobile-friendly, you need to use a responsive design. This means that your website will automatically adjust to fit any screen size, whether it’s a smartphone, tablet, or desktop computer. 

Once you have a mobile-friendly event website, you can further optimize it for mobile users by adding features such as click-to-call buttons and maps integrated with Google Maps. 

Maximize branding

Your event website’s fonts and colors should be an extension of your event’s branding. This will help visitors connect your website to your event and build trust. You should also include your event’s logo on your website as well. 

The layout of your website should be easy to follow and logical. Visitors should be able to find the information they are looking for easily. Use headings and subheadings to break up text and make it easy to skim. 

Additionally, think about your content. An event website is different from a regular blog since the content should be focused on selling tickets and providing information about your event. Make sure to include: 

• Event name, date, and location
• Promotional video or image 
• Ticket prices and purchase link 
• Schedule of events 
• Speaker bios 
• Information about your organization/event hosts 

If you have other important information that doesn’t fit in the above categories, consider adding a separate page for it or including it in an FAQ section. 

Choose an event management tool wisely 

As mentioned, an event management tool is key to success for any organization hosting events. The features and capabilities of these tools have a direct impact on your website’s ability to drive conversions. 

When choosing an event management tool, it’s important to consider the following: 

• Ease of use: A good event management tool should be easy for you and your team to use. It should also be easy for website visitors to use when they’re registering for an event or buying tickets. 
• Event website integration: The event management tool you choose should integrate seamlessly with your website and other tools. This way, you can avoid the hassle of manually adding event information to your website. 
• Marketing automation: A good event management tool will include features that allow you to automate marketing tasks, such as email marketing and social media campaigns. This way, you can free up time to focus on other aspects of your event. 
• Reporting and analytics: A good event management tool will offer reporting and analytics capabilities. This way, you can track your website’s performance and see which event marketing strategies are working best. 

Looking for event management software? 

With the right event management software in place, you can easily take your event website to the next level. The best platforms will enable you to create a beautiful site that’s optimized for search engine ranking and easy conversion. 

Configio is one such software. Our platform makes it easy to set up and manage your event website, from start to finish. Plus, we provide all the tools you need to market your event and drive conversions. Contact us today to learn more about how we can help you take your event website to the next level.