To entice people to join your event and gain true value from what you are offering, it is crucial to have an impactful landing page. This should not only explain what the event is about and the required information, but also describe what an audience will gain from attending.
The importance of a landing page
You or your business are providing highly informative and valuable information to others, therefore the introduction of your event to potential customers should be carefully considered. Ensure a user-friendly experience and visually enticing layout, whilst clearly displaying your call to action and compelling users to remain on your page by minimising any additional links.
Provide all necessary information in one place
By providing the name, date, time and location/hosting platform of your event at the top of your page, you decrease the likelihood of traffic straying away (leading to a high bounce rate). Failing to provide easy access to this required information means users may end up leaving your landing page and looking at your website or social media. This would mean you miss out on an important opportunity to convert and entice that person into signing up to your event.
Provide clear value within your landing page’s content
Whilst providing an overview of what your event entails and what can be expected from this, you should also write compelling content that covers why users should join. Consider what will be gained from their attendance, how you will solve their pain points and the takeaway benefits, such as expanding your knowledge and many valuable networking opportunities. Including an agenda is incredibly useful for those who have interest in a specific speaker or topic, and may want to ensure that they are present for this particular area.
Feature your subject-matter experts
When you are hosting an event, in person or online, it is likely you will have featured speakers and sponsors who are educating on their subject area. By stating who the speakers are and the areas they are covering, you entice visitors to the event, particularly if they see a recognisable name, or a lesson from a trusted expert.
Depending on the length of your event, some people may not be able to attend the whole thing, and choose to tune in for certain topics. Particularly for online events, it is common to have a varying number of attendees for each speaker. The important thing is that they have followed your CTA and have decided to attend the event, enabling them to gain valuable information that is relevant to them.
Use a straightforward and enticing registration form
Depending on the duration of your event, and whether it is online or in person, your registration form will be slightly different. It is key that this form considers user experience and makes the process as easy as possible. By asking for too much information or having loops they have to jump through in order to attend, you will likely put visitors off. Keeping it simple, you could ask for as little as their name and email, or go into slightly more detail by asking for an address, dietary requirements, etc.
Your CTA should stand out on your page, being very clear and concise how visitors can register without being hidden amongst the rest of the page’s information. Using action words such as “get” or “join” instead of the generic “click here” shows that they are receiving something from filling in the form, and makes it feel more personal. Having a seamless registration process, led to by a strong CTA, is one of the most important elements on your landing page, and therefore this should be carefully considered.
Contact information and privacy policy
When taking people’s data, you must have a privacy policy in place that states how you are handling and storing their data, this covers your legal obligation to the visitors and ensures there are no breaches. This does not have to be a main focus of your page, however it should be included to ensure you are following GDPR guidelines.
You may also wish to include a contact button or help button, although the landing page in itself should be enough for most visitors, there may be some additional queries people have. The main thing is keeping the visitor on your page rather than straying to look for information elsewhere. Therefore, to cover all basis as well as the relevant information on your landing page, you may choose to include a contact button should they need further support.
Showcase previous events and reviews
A great way to highlight what your business and event are offering is to showcase the previous events you have held. Using appealing photos that showcase your previous speakers, venue, audience etc, shows that attending is a great opportunity for them to learn, and something that shouldn’t be missed out on.
Reviews are one of the main factors people look for when purchasing, so including positive anecdotes from previous attendees helps to instil a visitor’s trust in your business/event. Knowing that other people have gained knowledge and found the event insightful reassures people that this event is relevant and beneficial to them. Including reviews is another chance for you to prove the value of your event and confirm that the experience will be enjoyable and informative for those who decide to sign up.
The six stages to landing page success
- Necessary information such as, date, time location
- Compelling content that entices reader to sign up
- The speakers and sponsors of the event
- A registration form that’s straightforward to complete
- Contact information for any further enquiries
- (Optional) Previous event experience and reviews
