event marketing

While every event planner knows that there is plenty of offline prep work before an event, a savvy planner knows that when it comes to event marketing, it’s always a good idea to promote both online and offline.

But aside from social media and ad campaigns, how can you promote an event online? In the form of awesome, high-converting landing pages, of course!

And here’s the thing: Not everyone knows this yet. You’re already one step ahead of the curve.

Yep, it can be challenging. I’m not denying that. But guess what? It doesn’t have to be.

Let’s take a look at some landing page elements that can help turns those visitors into confirmed attendees:

1. Design matters.

It seems like just about every day a study comes out revealing that design matters. We now know that good design can leave positive first impressions, increase conversions, and boost trust.

Check out this example of a spectacular event landing page by Conversion Conference:

event marketing landing page

This landing page features a clean design, event details, and a bold call-to-action button that leads to a form. On top of that, the “Time is running out” counter adds a sense of urgency, encouraging the visitor to take action.

2. Make it about them—not you.

Rather than reveal the long history of your company and its story, your landing page copy should focus on the needs of your event’s future attendees. Discuss why they should care and how this event will impact them.

I know it’s hard, and you could probably talk all day long about your business… but your readers are going to want to know what’s in it for them (and they’ll want to know quickly).

Let’s take a look at a few different variations of landing page copy.

The first: “Learn how to double your conversions and increase sales in just three days”

The second: “As a Fortune 500 company, we are CRO experts. Spend three days with us and find out why.”

Which one would you be more likely to RSVP to? The first variation, where the value to you is established right away—or the second variation, where the focus is more on the company hosting the event?

Personally, I’d go with the first.

3. Include a clear call-to-action.

Imagine you’re on an elevator, on your way somewhere important, when you realize that there are no floor buttons. You start to look around and get frustrated: There’s no clear way to go up. You’re stuck and can’t navigate.

What would you do?

You’d probably leave. Because leaving is a lot easier than waiting around aimlessly.

Your landing page should have a bold, immediately noticeable CTA button that takes visitors to an area where they can take action, like a signup form.

4. Add a powerful sign-up form.

Adding a sign-up form to a landing page is an effective inbound marketing tactic, making it even easier for visitors to register.

This lets people register painlessly without having to pick up a phone. Plus, they’re able to take action right away by signing up when they’re feeling excited.

If you don’t have time to code a sign-up form, you can check out the features we offer here.

5. Be direct.

How many times have you heard a friend say, “I really need to make a goal of reading more”?

If you can already think of a few different scenarios, chances are you know what I’m hinting at.

The truth is that most people have a million books on their reading list, so why on Earth would they want to read 1,000+ words of text on your event landing page?

It doesn’t matter how well-written your landing page is—if there is too much copy and it’s not straightforward it is sure to overwhelm.

Here’s what to include in your landing page copy, regardless of length:

  • What are the details of your event?
  • What value will it provide? In what ways will attendees benefit?
  • OK, now that you’re finished answering the above questions… what sentences can you cut from the copy you’ve written? 🙂

At this point, you may be wondering why I haven’t mentioned a magic number yet. That’s because the magical landing page copy length is nothing more than a mythical creature (a unicorn, the Loch Ness Monster, whatever you want)—nobody is sure it actually exists.

The truth is that it all depends on your audience and will vary from company to company. I know that’s not what you want to hear, but there happen to be some really great arguments on both sides of the debate.

For example, Crazy Egg’s Neil Patel swears by landing pages with 500+ words. On the other end of the spectrum, Patrick Shea of HubSpot has said that it’s important to keep it short and simple. So, find what works best for your audience and run with it.

Share your event marketing strategies!

Do you have some additional insights to share about landing pages for event marketing? Feel free to tell us your thoughts in the comments.

Hannah lives in Alaska and is a Digital Marketing Specialist at FormAssembly. She enjoys hiking mountains with her husband and reading.

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