A great event website convinces potential attendees that you’re the event for them — and effortlessly walks them through the decision-making process. So how can you build an event website that works as effectively as you do to sell out your event?

From keeping people on your page to earning their trust, here are five tips for building a sophisticated event website that turns page visitors into excited attendees. 

1. Avoid wordy copy

It takes people 50 milliseconds to form an opinion about a website and decide whether they want to stay or leave. Your website’s goal is to show relevance to your audience and promise them value. So how can you make a good impression?

By making sure your page provides the information they need quickly and succinctly, including:

  • Event name — Images are important, but your event name should make it very clear exactly what your experience offers. Use your event name in your headline field, and consider adding a tagline if your name isn’t very descriptive.  
  • Event details and description — If you’re hosting a conference, this is the agenda. For festivals, it’s your lineup. Spell out exactly why someone should attend your event.
  • Location, date, and time — It may seem obvious, but plenty of events overlook this vital information. Make sure it’s prominently displayed on the page.
  • Ticket and registration price — After confirming they can attend your event, potential attendees will want to know if they can afford it. Make sure there aren’t any hidden fees.
  • Call to action — Attendees shouldn’t have to figure out where to buy a ticket or register. A button that says “Buy Tickets” or “Register Now” should always be visible even as they scroll down the page.

2. Use engaging images

After visiting your event page, where do you think potential attendees go next? According to our research, most users bounce to YouTube and Google Images. That’s because they’re looking for visual proof of what to expect from your event, either in the form of pictures or videos.

Copy and content are important, but visual cues play an equally active role in the attendee’s decision-making process by providing a glimpse into the event experience. So be sure to build your event website to feature imagery that captures the vibe of your event and portrays it as a can’t-miss experience.

3. Offer social proof

People make decisions based on how they’ve seen other people behave. It’s human nature. Which is why a testimonial from an influential expert or a past attendee can help add credibility to your event in a way that your description alone cannot.

In fact, 70% of customers refer to social proof before making purchases. Including testimonials will help potential attendees feel confident about the experience they’re considering and, in turn, encourage them to complete the purchase or registration process.

4. Provide an easy checkout experience

Once someone has decided to buy, don’t let a frustrating purchase process make them second guess their choice. Research shows that each step in the checkout or registration process leads to a 10% reduction in transactions. So make the purchase process as straightforward as possible.

And don’t forget about mobile: Studies have shown a 160% increase in purchase completion with payment processes built for phones. If you’re using an innovative ticketing partner, they should be able to help you build an event website that has responsive, mobile-optimized payments.

5. Focus on SEO

Search engine optimization (SEO) is critical to helping your event website get found organically by your ideal attendees. But to make sure you’re using the right keywords — ones that will help boost your ranking on search engines like Google — you need to do your research.

Tools like Google’s Keyword Planner and Moz can help you understand keyword performance, test out multiple keywords, and compare keyword results to each other. Once you’ve identified the ones you want to rank for, make sure to incorporate them into your copy, headlines, and image alt tags.

Want more tips to build your event website?

Get more granular about building a website that helps attendees decide your event is worth attending in The Essential Elements of a “Sell-Out” Event Website.