When marketing an event it is typical that the amount of time available to produce website content is limited and sandwiched between a number of other time sensitive activities. There can be a tendency when you want to communicate your passion for the event to crack open Word and write around 500 words to perfectly sum up the event experience. Having created this ideal description of the event, what better place for this than on the home page where everyone can see it and digest the many great reasons to attend your event. Right?
Wrong… While this process is useful and gives you something which can be shared with the Press, it really is not well suited to the landing page and, if featured at all, it should be on an “about” page only. The reality is that each site visitor will have a specific reason for being there and it is unlikely to involve reading your event description. We know that they will spend around three seconds after landing looking for the their next click, which is likely to be “book tickets”, ”exhibitor list”, “conference timetable”, “how to get here” or, God forbid, “Back”.
When building your event website, you need to be sensitive as to why each visitor has come to your website, what they are typically looking for, and try to serve their needs as quickly and efficiently as possible. Typical web browsing habits are to travel at speed, scanning content, images and links until you find what you are looking for. If a potential exhibitor, speaker, or visitor is suitably teased and engaged then they are much more likely to convert. So it is worth taking the time to bring your content to life visually.
So the issue now is selecting the right media for your audience and event…