Many events are good with a basic information page in an existing site or event directory site. However, more important B2B events, B2C events, conferences, trade shows usually require a dedicated website.
Besides providing the essential information potential guests must have, a dedicated site helps create prestige, establish credibility and build trust.
There are over 200 million active websites, according to Netcraft (netcraft.com).
15 tips for creating a great event website
1. Select a good domain name
A domain name is an integral part of your event brand. If you intend to start a conference or a tradeshow brand,
it's worthwhile to choose an event name and domain name together, ensuring you can buy a domain name similar to your event name.
Characteristics of a good event website domain
Event organizers are sometimes tempted to choose a domain good for one year only because of the year or location. In most cases, this is not a good tactic. Domains' value builds over time.
Existing links to your website bring traffic and improve your site rank in search engines.
Domains also gain reputation from search engines and spam detectors over time.
A better approach is to choose a domain you can use again when doing the same event next year, next month, or in a different location.
Avoid including things that are likely to change, such as the event year or event city.
Easy to spell and pronounce
Use simple words that everyone knows how to spell. Avoid complicated words with multiple spelling.
(theater or theatre).
Using easy-to-spell words is especially important when relying on offline promotion to drive traffic to your event website.
Made of English alphabet characters only
Avoid domain names that contain numbers and special characters because they are harder to type.
Also, many people find site names with numbers less credible.
Ends with a ".com" extension
A domain extension is the last part of the domain name.
There are about 1,500 domain extensions (TLDs) to choose from.
But the most popular and credible domain extension is ".com." Out of the ten most popular websites, only one is not a '.com' website.
Users sometimes assume a domain name ends with ".com" and will automatically add it to a domains name with less popular extensions such as
".event." When a user types a URL or site address, some smart keyboards and browsers auto-complete a domain name with ".com or have a ".com" button.
".com" is not only the most popular, it's also one of the most inexpensive domain extension.
Domain Registration Providers often offer a low first-year fee for other extensions, but the renewal price is high.
For example, you might get a ".event" domain for $8 to $10 for the first year, but its difficult to get a discount on the renewal price ($20 to $30 per year).
A ".com" domain costs $1 to $10 for the first year and $8 to $18 to renew each year, so over time it is also the economical to maintain.
One word is excellent, but it isn't easy to find a free one-word domain name.
So keep the domain not more than 2-3 words long.
Easy to remember.
Chose words that are part of the event name, easy to pronounce but still unique.
Unique and brandable.
A unique domain helps users find your website.
If the domain you want to use is not available, consider adding a prefix or suffix.
Prefix include: the, my. Suffix include: show, expo, fair, summit, forum, meeting, rally, market,
No trademark issues.
Avoid domain names that can cause confusion with other brands,
especially brands related to or competing with your event.
2. Highlight essential event information
Event time and location are as important as the event title.
This is basic but often neglected and leaves frustrated potential attendees looking for the event location and time.
Make sure basic event information: name, location, time is visually prominent in your banner and any other marketing material.
Basic event information
Event Location, in-person, hybrid or virtual
Registration button - Event website call to action
Getting visitors to register is vital for your event's success.
Make sure the registration button is prominent, visible against the page's background, and remains visible as users scroll the page.
Use short, actionable text such as "Register now" or "Get a ticket."
Call for abstracts
3. Add useful information
To make a decision visitors look for information about the conference,
reasons to invest the time to participate, who will be there?
People go to events for various reasons, such as Learning about the industry trends,
expanding their professional network, doing business, building a name for themself
and their organization, affecting other people, and finding a job.
Is it going to be fun? Whom am I going to meet?
Additional information to include
An Event description is a short text describing the event.
Good event description increases interest from potential attendees and sponsors.
When writing the event description, tell attendees why they should participate,
who is speaking, who else is participating, special activities, knowledge,
and experience that will be shared,
and the story behind the event.
A list of speakers with their profile pictures is a must-have on an event website.
It is appealing to visitors because its mostly images and gives a general idea about the event content.
having a speaker list is easy to do even before the final event agenda is ready for publishing.
Program is the most popular piece of content event attendees look for during the event
and before registering.
Countdown time to the event date
A virtual clock that show time remaining before the event start.
A countdown timer's primary purpose is to push visitors to register early by creating a sense of urgency and fear of missing out.
Show the type of tickets your offer possibility to quantity limit, and special rate count down timers.
Show the type of tickets your offer possibility to quantity limit, and special rate count down timers.
Exhibitors and Sponsors
An exhibitor list is an opportunity to reward your sponsors and exhibitors and content that draws interest from attendees.
In addition, a good Exhibitor and Sponsors list can increase event reputation and boost event credibility.
Most event website builders include exhibitor list management
features, making it easy to ensure that all exhibitors and sponsors are laid nicely on
the website; and their logos are the same size.
Having a map with directions is a way to help potential visitors learn how to get to your event.
It also helps attendees find nearby points of interest, such as accommodation, parking areas, and restaurants.
Help attendees navigate, find exhibitors and lectures halls.
A venue map improves the visitor experience and reduce the load on on-site personal.
Event date and location weather forecast can help attendee prepare for your event.
Testimonials are positive experiences shared by a third party who attended a previous event.
Testimonials are important because they build trust and credibility.
Photo and video gallery
Photos from previous events are enjoyable for potential attendees to learn about the event.
In addition, the gallery is a way to add multiple images to the event website.
Dress code, refreshment options, and facility details.
4. Make it visually appealing
People judge a website by how it looks. Poor design hurts the website's credibility and the event's reputation.
Good event website design increases "brand preference," bring more people to register, and increases ROI for sponsors.
Design tips for event websites
Chose colors that match your event branding.
Make sure there is enough contrast between text and background colors.
Chose two to four primary colors and keep using them.
Use lighter and darker colors of the same base colors if needed.
There are two main types of fonts to consider. Serif and San-Serif.
In general, "Sans Serif" fonts are decorated and considered a classic, formal, established.
"San-Serif" fonts are undecorated and considered clean, modern, and informal.
Chose a font that matches your event branding.
Tech events are better with San Serif fonts.
The most popular fonts are Arial (used by Google) and other versions of Helvetica (Used by Facebook).
Selecting a beautiful font that is also unique is a significant contributor to a visually appealing and unique website.
Some brands use custom-made font variations to set them apart.
To create a unique experience use fonts from an online font library such as Google Fonts;
See the most popular Sans Serif Google fonts
Good websites are simple. Keep the structure of each page simple but not boring.
Use a grid to divide the page to regions that contain content.
Adding the event logo to the event website strengthens your event brand.
Having a logo helps people recognize your event and remember your event. It also shows a professional approach and
triggers emotional experience.
Header banner is a wide image placed at the top of the event website pages.
Event banners include the basic event details: Name or logo, Time, and location.
A banner may also have an event tagline and other graphics.
Background images are images used as background for text.
Background images can make your site more visually appealing and create a significant impact. On the other hand,
a lousy background image can interfere with visitors trying to read the content.
Accessibility should come first, so make sure the images you use for the background are subtle, seamless, and do not overpower the content.
Images next to text
The attention span of website visitors is short, so your website has to interest them and do it quickly.
People enjoy viewing interesting images and process images faster than text.
Adding good images can help you attract visitor attention and make them want to learn more about your event.
The best pictures to use on your event website are real pictures you took in previous events.
Stock photos are easy to find and sometimes free, be careful not to overuse them because your website may look fake.
Images to select
Relevant to your event.
Unique - Avoid overused images that are people are tired from.
Images with people that express emotions often get more attention.
Unique, a new experience has the potential to draws attention.
You can create a unique experience using colors, memorable images, and impressive graphics,
adding graphics between a section of your webpage and images next to text.
A consistent design allows the user to focus on the content and also strengthen the event brand identity.
For example, use the same set of colors and fonts on all pages.
Also, use the same or similar banner on all pages.
Check that all your links are working.
Make sure the page is displayed clearly on different screen sizes.
Have a straightforward, easy-to-find menu.
5. Make your site credible
Credibility is crucial for any business website and especially for an event website.
The website's credibility and event reputation are linked and affect each other. Visitors may believe that if the website is poor, there is a good chance the event will not be better.
People may forgive some research and science conferences for lousy design, but business and technology events must have a good website design; otherwise, many potential attendees could be lost.
Things that help build website credibility:
Clear and quality design
Information about the speakers
Images and videos from previous events
Information about the organizers
List of sponsors and partners
List of associations who support the event
Accreditation. Professional credit attendees will get such as CME credits
Contact details for questions and more information
Things that may damage credibility:
Too many stock photos or outdated, overused stock photos
Broken links or links to irrelevant websites
Long domain names with numbers
6. Update your website frequently
In event websites, no news is not good news. Is this event happening?
Update your website with new information, new speakers, sponsors. Updates, keep attendees informed,
increase trust and help the event website rank higher in search engines.
Things to update
New speakers and lectures
New exhibitors and sponsors
Industry news, sponsors, and speakers news
Time left to register, submit abstract or event start
Statistics about participants from different regions
7. Test your site on mobile and desktops
More people than ever are using their mobile for searching and visiting websites; your event website must look good on mobile to attract them. One more reason why event websites must be mobile-friendly is that attendees will use the website on their mobile devices on their way to the event and during the event.
Whats looks great on desktop may not look so good on mobile.
8. Add meta tags for search engines
"meta tags" are a standardized way to provide information about a page.
Meta tags are embedded in a webpage, are visible by search engines but are not visible as part of the website page by regular users.
Website builders use meta tags to inform search engines what the page is about and best index it.
More than 40% of commerce website traffic is from search engines (such as Google),
so correctly indexing your event can significantly affect traffic to your site.
The most important meta tags are
The title meta tag is the page's title as it will appear in the browser tab and
search results. It is the first text potential visitors see about your webpage.
Therefore, you need to keep it short (60 chars) and attractive so a potential visitor will visit your
website or read the description.
The content of the description is what appears in search results under the page title.
It is not visible to users when viewing the page itself. You should use the description tag
to create a short, attractive (155-160 chars) description of the page so people will want to click on
it to get to your website.
Similar to the Title meta tag- this tells the social network how to title links to this page
Similar to the Description meta tag- this tells social networks
(Facebook, WhatsApp, LinkedIn) how you want them to describe the link when publishing it
The preview image that you want to show users with your link.
"name": "Blockchain Conference",
"name": "Georgia World Congress Center"
"streetAddress": "285 Andrew Young Blvd" }
Adding event schema to your page enables search engines
to index your event correctly
and to display your event in search results when users are looking for events.
For example if you want Google to be able to show your event on Google maps and Google Search
when people search "conferences near me," "medical conferences in New York" add an Event Scheme to your site.
Using data extracted from your event schema, search engines
can show your event in a visually appealing format together with key details such as event date and location.
English is the most widely spoken language worldwide, but only 5% of the world population consider it their native language.a
Worldwide, after Chinese, Spanish is the most popular first language. More than 470 million people worldwide
In Europe, German is the first language of 100 million people, and French is the first language of 80 million people.
Attendees worldwide can now join virtual and hybrid events without traveling.
Do you want more international attendees? A multilingual website can help reach this goal.
Having at least some of the information in other languages make international visitors engaged and feel important.
Probably the essential benefit of a multilingual event website is its increasing international exposure.
Google and other search engines try to find pages that match the searcher language.
When the searcher searching for "conferencias médicas" (medical conferences)
A relevant Spanish page should rank higher than an equivalent English page.
More exposure results in more visitors, and more visitors results in more registrations.
Laws and regulations like CalOPPA
in California, GDPR in Europe
collect, how they collect the data, how they store the data, how they use the information
And who they can share the information with.
11. Use SSL and https
SSL is a standard technology to secure communication between a website server and users.
Not using SSL and HTTPS means browsers will flag your website as unsafe, and site rank in search engines results will likely drop.
12. Optimize page loading speed
Users expect pages to load fast.
According to Google statistics, 53% of mobile users are lost
if a web page takes longer than 3 seconds to load.
Other published data indicated that every slight delay causes more users to abandon the site.
Some optimization is down automatically by the event website builder platforms; other advanced page loading optimizations require technical knowledge.
But there are important things event planners can do to affect page load speed significantly.
How to improve page loading speed
Reduce the number of images above the fold
"Above the fold" means images that are visible before scrolling.
Oversized images slow page load time. Usually, images maximum width should be up to 2500 pixels
Reduce the number of third-party components
Third-party components or plug-ins are pieces of code you inject to your site.
In most cases, this small code loads files data and connects to a remote server, and delays page load time.
If you need to use third-party components, measure their importance on page load time and consider moving them to inner pages or "below the fold."
Use a CDN
CDN is a cache service based on a network of servers geographically close to end-users. CDN
potentially reduces delays in loading page content due to physical distance.
CDN effect on performance increases as site traffic grows and your main website server is far from end-users or slow.
13. Track your traffic
By embedding a small code provided by a third-party web analytics service provider such as Google Analytics,
you can see how many people enter your website, where they came from, and how they use your website.
You can use data and analytics to improve website effectiveness and optimize marketing campaigns.
14. Social media sharing
When users share your site on social media, you get additional exposure, direct traffic from the social media sites, and it also helps your search engine's ranking.
When you include social share buttons on the site, to improve engagement, choose the most relevant social networks for your event and making it easy for readers to share.
15. Test your pages
Spelling mistakes, broken links, and accessibility issues damage users' experience and website credibility, but very few customers complain when something is wrong. Therefore, do not rely on potential attendees to tell you what is wrong.
Instead, testing your site can help you minimize mistakes.
Tools to use for testing for common website issues