How To Build A WordPress Event Landing Page

Yoni Yampolsky
• May 27, 2022

(8 min read)

A high-performing event landing page is actually a rare sight. This article teaches you how to build WordPress landing pages that convert.

Table of Content

Landing pages are a powerful but often misunderstood tool in event marketing

It’s a well-known fact that they help build anticipation for live events and that this anticipation drives interest and ticket sales. But a truly optimized, high-performing event landing page is actually a rare sight.

A great event landing page is more than a digital pamphlet. It incorporates valuable marketing technology into a system that generates and nurtures leads. But you can’t simply deploy the same kinds of lead generation strategies you’d use for retail e-commerce.

Most of these strategies are designed around instant gratification. This doesn’t translate well to a live event that may take place months from now. Instead, you need to take a different approach, maximizing event registrations by relying on different technologies and infrastructure.

WordPress is one platform for this task because of its versatility. You can effortlessly publish event landing pages that target niche audiences and drive interest across multiple participant categories with the right WordPress tech stack.

Audience-specific targeting is what makes the difference between a potential participant saying, “that’s kind of interesting…” and another saying, “I can’t miss this!”

WordPress has the power to drive that kind of interest in your event, but you’ll have to equip it with the right tools first.

Select the right landing page builder

The first thing you’ll need to do to maximize event registrations is to deploy a landing page builder you can rely on. The alternative is coding and publishing your event landing page on WordPress manually – an expensive and time-consuming process.

Even using an event landing page WordPress theme may not provide the versatility and customizability you need.

Remember, you will probably need more than one landing page for your event. You will also want to update these pages with new information as the event draws closer. 

For example, a typical business conference might include buyers, exhibitors, advertisers, vendors, and more. A landing page that targets exhibitors won’t convince advertisers or vendors to sign up. You’ll need individual pages for each category and possibly even for niche subcategories as well.

With the right website builder, you can quickly create a professional landing page template that represents your event’s brand. From there, you can easily configure the details of each page to address a unique audience category.

But that’s just the start. With a comprehensive website builder in your tech stack, your WordPress event landing page template can include a full suite of backend marketing technologies that capture visitor data and generate leads.
If you’re hosting a virtual event, you need to link all those different landing pages to the event itself. This can quickly turn into a difficult and complicated process. Using a virtual event platform like Airmeet lets you quickly turn your landing page designs into functional lead-generating assets that allow for seamless event entry.

Select the proper hosting provider 

Event marketing is all about building anticipation for an experience. Whether your event is an industry conference or a rock concert, attendees are primarily interested in the experience of being there in person.

The problem is that nobody knows how good an experience your event will be until it actually takes place. Until then, everyone who visits your website is responding to subtle cues that give them an impression of how professional and well-organized the event will really be.

Your website’s speed and performance act as a proxy for your brand’s professionalism. A responsive, high-quality web experience reassures visitors that your event will be competently organized by experienced professionals. A slow and clunky web experience speaks to the exact opposite – and will have a severe impact on overall attendance.

Selecting a web hosting provider who can guarantee best-in-class website performance is absolutely vital to making your event marketing campaign a success. All of your media assets and WordPress plugins rely on the resources your hosting provider makes available. If you lack those resources, the user experience suffers.

This is why event marketing professionals rarely publish landing pages on shared hosting infrastructure. it provides no visibility into how server resources are being allocated, and no control over the reputation of the server itself. If you’re unlucky enough to share a server with a blacklisted spambot, your landing page might trigger security alerts that undermine your entire marketing plan!

Dedicated servers are much better from this point of view, but they are also expensive. Subscribing to a dedicated plan may not make sense for your brand, especially for seasonal or one-time events. You’ll end up paying for server resources you don’t use.

Event marketers are better served with scalable managed hosting built on distributed cloud infrastructure. A cloud-hosted website can give you the power and security you need without requiring you to pay for services you don’t need. 
Professional cloud hosting can provide your website with automatic SSL certification, high-performance CDN functionality, and reliable cloud infrastructure. Unlike a dedicated package, you shouldn’t need to configure these technologies yourself – they’re all pre-configured plug-and-play features of the product itself.

Perfect the art of non-intrusive popups

Once you’ve created and published a selection of landing pages targeting specific types of attendees, you’re ready for the next step. Start using popups to build anticipation and increase conversions for your event.

Many digital marketers are quick to dismiss popups because they disrupt the user experience. The idea of interrupting the content that a website visitor is consuming seems counterproductive, and in most cases it is.

However, not all popups are disruptive. With a little bit of preparation, you can create popups that actually enhance the user experience. You can bring users’ attention to things at the exact moment when they matter most.

To achieve this, you must carefully configure your popups to trigger for the right users at the right moments. Indiscriminately showing popup content to every web page visitor won’t work. You need to prime them for the content they’re about to see first.

Doing this is actually easier than it sounds. For example, you might put a call-to-action in your popup and set it to trigger for web page visitors who scroll past one-third of the page. You may set a different one to trigger for visitors who dwell on the page for more than ten seconds. A well-designed popup builder will let you set up rules that show popup content exclusively to users to meet these conditions.

A great popup enhances the user experience in other ways, too. If you did your homework and categorized your audience effectively, you can use popups to highlight messaging to core demographics in a targeted way. 

For example, suppose you are drawing landing page traffic from websites dedicated to female entrepreneurs of color. In that case, you can use popups to draw attention to event participants and members who are themselves part of the same demographic. This can transform an otherwise sterile landing page into an inclusive web experience that resonates with people effectively.

Consider using a video host to capture leads

So far, all of the advice we’ve been giving on event landing pages and WordPress is mostly centered around text and imagery. These are the two most common content formats on the Internet today, but that doesn’t mean they are the most effective ones. That distinction goes to video.

Videos can improve landing page conversions by 86%. It is a content format well-suited to communicate large quantities of information without overwhelming people. The ability to space graphic and audio content out over time makes it much easier to draw people into the event experience you wish to share with people.

Consider the typical music festival line-up poster. A three-day music festival might have more than 100 different acts. At the same time, concert attendees disproportionately value headline acts over less well-known artists. You have to put all the acts on the poster, but there’s no similar need to represent every artist in video.

Instead, event marketers using video can focus more attention on the acts most likely to draw crowds and increase attendance. Instead of reading through a wall of text, website visitors can see and hear a curated selection of the event’s most well-known performers.

The same basic strategy can apply to industry conferences, sports events, and recreational activities. Video gives you the ability to maximize the impact of your most valuable assets.

Maximizing the impact of your videos is another matter entirely, however. Many event marketers make the mistake of entrusting their video content to a free video hosting service like YouTube. This is better than uploading your videos directly onto your WordPress site, but it doesn’t give you the lead capture features you truly need.

YouTube shows targeted advertisements to users before and after videos. It makes more money off these advertisements when users interact with them on its own domain. As a result, there is a powerful financial incentive to get viewers off your website and onto YouTube. Once they arrive, it’s unlikely you’ll get them back anytime soon.

Marketing-friendly video hosts work differently. They put a variety of lead capture tools at your disposal, including in-video CTAs and suggestions from within your own library. Instead of trying to drive traffic away from your website, they encourage visitors to continue interacting with your content – and only your content.

Of course, video hosting providers don’t do this for free. They typically charge a monthly rate for business subscriptions. However, these rates are typically modest compared to the potential losses you may incur by insisting on a free, ad-supported video hosting platform like YouTube.

Integrate with third-party platforms to optimize your page

Your website builder isn’t the only part of your WordPress tech stack that drives conversions and improves event attendance. You have a wide range of sales enablement and marketing tools at your disposal, and integrating them into your workflow can supercharge your marketing efforts considerably.

Popular WordPress plugins like Yoast, Rank Math, and SEOPress can help you build a robust presence on popular search engines, ensuring your event pages rank well for specific search terms. Integrating these tools directly into your website builder helps you create content that ranks and monitors your progress on SEO goals over time.

Tools like Elementor supports a wide variety of marketing tools and integrations, from email platforms like MailChimp and Drip to full-scale marketing solutions like HubSpot. Each of these tools has a role to play in helping you make the most of your event marketing efforts and making sure your page visitors enjoy an optimized experience from start to finish.

You can even automate different applications using Zapier to connect integrated workflows with one another. This makes it possible for event marketers to do more with less, reducing the amount of time spent on manual tasks and boosting overall productivity.

Ultimately, choosing the right set of third-party integrations means carefully planning out your event marketing strategy and deciding on a WordPress tech stack that achieves your goals. Every new plugin and integration you use will impact website performance to some degree. Try to remain focused on a relatively small number of high-performance technologies that drive conversions and boost event revenues.

Start marketing your events with full-featured landing pages

With the right technologies supporting your efforts, your landing pages can become powerful tools for distributing compelling content and driving registrations. Pay close attention when selecting your WordPress tech stack and focus on technologies that support your WordPress event landing page goals effectively.

Platforms like Elementor lets you drive value from your WordPress tech stack, especially when paired with high-quality services like Yoast, HubSpot, Airmeet, and others. Each of these technologies has a role to play in your event marketing workflow. 

Offer website visitors a smooth, optimized web experience without spending countless hours coding for every functionality they expect. Automate your most time-consuming marketing tasks and start focusing on the event marketing processes you know best.

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