As your website is the first digital representation of your business, you want to ensure it makes a great impression. It needs to portray all you want individuals to be aware of regarding your event. Those who are successful, strive for excellence when it comes to ensuring their website meets the needs of possible attendees. As individuals visit your website seeking something, you need to ensure they find all they are looking for, easily and with speed. Despite having an amazing event organised and offer brilliant customer service, if you have a poor and dysfunctional website, you will miss many potential ticket sales and make a negative impression.
Currently, your website quality is as important as ever especially as your competition has great websites. People’s expectations are high and you must at least match, and even better, succeed it. To stay in the race, the bare minimum is to ensure users can easily peruse your speaking profiles, register their attendance and interact with your event organisers.
So, continue reading to see what it takes to have a brilliant website; how to set your website apart from the rest; and also see our list of website trends for 2016.
In 2016, content marketing is expected to increase, with a special focus on content of high quality. Websites are most successful when they offer information in many forms, especially video and pictures instead of text where possible.
Ensure your website answers all questions a participant may ask. Also, avoid sliders. They may be great, however, individuals want information as quickly as possible.
Therefore, do not clutter your homepage with lots of information as information overload can have negative effects. Ensure important information including; venue, date, key speakers etc are clearly visible on the front page with minimal scrolling.
Recent research shows users decide within a few seconds whether they wish to continue on a website or not. Hence why all the important information must be easily viewable on the front page.
This concept is not new. Since Google released the update, ‘Mobilegeddon’ in April 2015, everyone has pursued this upgrade to their website so that it is viewable on multiple devices. This basic requirement will continue and expand with new mobile devices constantly available on the market. This is, therefore, a must!
Just having social media buttons on your page is not enough, they need to be active! Hootsuite and Buffer are brilliant tools to schedule Tweets and status updates. Many underestimate the power of social media which is an obvious mistake. Monitor your audience on social media as every re-tweet and share is important.
It is understandable that you may feel frustrated that it appears no one has noticed you. It happens to us all, however, it does get better. Reach out to those on social media by searching for relevant hashtags and contact actual people. If you get people onto your website you are half way there.
The most engaging content is videos. If you engage your audience with video presentations you will increase your conversion rates. This does not mean just the introductory videos, this means maintaining your channel and keeping it current.
Creating a video for your site is not as hard as it may appear and there are many talented individuals who can do this for you if required.
User generated content
To build great engaging websites, having user generated content is a winning fix. Asking speakers and your sponsors to submit their own bios to share on social media enables users to input testimonials, pictures, videos etc. This contributes to your website and reaches new possible participants. Therefore, ensure your website enables participants to submit their own content.
Excellent customer service
Ensure contact mediums are working correctly and queries are answered in a speedy fashion.
Do not ignore any social media contact mediums and make sure you can answer any queries there as many users reach out on social media.
It is key to manage expectations and your content should be accurate and have integrity. Nobody wants empty promises.
I trust you have found this post useful in designing a content strategy for your next event website.
I expect there are many other elements I have not mentioned. Please do not hesitate to contact me regarding what you believe makes a successful event website. Also, please get in touch if you are struggling with your events website and would like to know how Symposia can help you.