Guide: How to Design the Perfect Event Registration Landing Page

Building an engaging, high-converting event registration landing page is about more than just adding an image and writing a few snappy paragraphs. Like every good marketing plan, event marketing things take strategy and intent. A great event website should be an on-brand, captivating, one-stop shop. It’s a central hub that answers all your visitors’ questions in one fell swoop, all while building hype and getting them excited to attend your event.

Landing pages are unique pages outside your main website that often appear in response to a marketing email, online advertisement, or targeted search engine result. A landing page is a follow-up to a promise made in content elsewhere—the place intended for visitors to “land” after being introduced to you on social media, in print, or anywhere else you’ve targeted your marketing efforts. Because of that, landing pages make a terrific ground zero for your event, as they are often the very first step your visitors truly take towards being an attendee! The goal of a great event registration landing page is to have users complete an action, such as filling in a form or purchasing a ticket.

In this article, we will focus on specifically curated landing pages, but many of the strategies here can be interpreted and applied to the homepage of your website, too!

Are you ready to create a high-converting event website? Here are six proven techniques that will help you do just that.

Let’s start with the essentials: your event information. Ensure that you clearly communicate the name of the event, the date/time, and the location—don’t make visitors search for it! It’s often best to include this information as close to the top of the page as possible, either as a part of a prominent, full-width banner at the top of the page or shortly thereafter.

Speaking of these full-width banners—or “hero images” as they’re often called—consider including a photo that captures the event’s spirit, such as a shot of the crowd from your last event or even a beautiful photo of the city in which your event is being held. A visual representation of your event helps make a great first impression and build hype for your event, ensuring that people keep scrolling.

Your unique value proposition (UVP) clarifies your brand and event into one clear, concise message that states what you do and why someone should want to be a part of it. In some cases, this could be as simple as taking an existing tagline from your branding, combining it with copy describing the experience, and simplifying it until you could clearly answer the question, “What do you do, and what’s in it for me?”

Remember, this is not a tagline. It does not have to be snappy. Clarity is key, and shorter is generally better. Brainstorm a few ideas with your team and select the best one to display on your website. Be sure to use your newly brainstormed UVP on your advertisements and email marketing pieces.

Once you’ve synthesized your event in a single statement via your UVP, it’s important to state some key benefits of attending your event in a little bit more detail. Whether it is the variety of sessions to choose from, world-class speakers, networking opportunities, or all the above, your prospects should be able to quickly and clearly learn exactly why they will want to attend. And if you have data to back it up, even better!

If you only have a few speakers or sessions, feature them on your landing page with some details (brief biography, achievements, etc.) to describe what to expect from each speaker or session.

If you have many speakers and sessions, you may decide to feature only the most popular ones—those that people are most likely to recognize or that are most likely to drive conversions—on your landing page and instead have a link to a page with more details about all speakers and sessions for those to wish to dig deeper.

Do you read Google or Yelp Reviews of restaurants before committing to a dinner out? Have you asked your network for recommendations of a great mechanic? Does the phrase “award-winning” push you towards purchasing a product? If you answered “yes” to any of these questions, you have been influenced by social proof and testimonials. If you can be influenced by social proof, so can your attendees!

You can generate excitement and trust by sharing prior attendee impressions of your event. Reviews and quotes are an incredibly powerful tool for inducing a sense of FOMO (fear of missing out) and can take your audience from “might go” to “can’t miss”! If your event has drawn high-profile attendees in the past, adding these people’s company information and position alongside a photo can also be a smart move so prospects in similar positions or industries may find the event even more relevant to them.

After reading all your amazing content, what do you want users to do? A “Register Now” button will lead users from your landing page to the event registration page so they can complete the action you want. Have a clear call to action and ensure it stands out from the rest of the page, either with a larger font, a different color, or a pill button.

Your event landing page is your opportunity to tell the story of your event: the what, when, where, why, who, and how. Follow these six techniques to improve your conversion rate and pair them with authentic imagery and videos to create a page that will make visitors want to transport themselves to your event immediately. 

What platform to use to build your event website? Try EventUp Planner’s website builder! EventUp Planner (formerly Attendease) offers an easy-to-use dashboard so you can quickly design your website without needing an army of designers and developers. Choose from one of the free templates available, or create your own. Because EventUp Planner is a complete event registration platform, you can have your entire registration process— calendar sessions, email communication, attendee surveys, and more—connected to your website. And if you manage multiple events, fear not: you can easily clone a past event to create a new one with the click of a button. Talk to our team to learn more!