How do you take your visitors from “I am interested in the event” to “I can’t wait to attend this event”? It’s simple–Build great event landing pages to get maximum registrations.
Great landing pages build anticipation for the event that translates into more attendance, engagement, and obviously, more relevant leads. Thus, drastically increasing the event attendance and conversion rate.
This blog shows you how to build great landing pages for your events step-by-step.
The first step is to get the copy of the landing page right. Use copywriting principles to make persuasive event landing pages that garner maximum event awareness and registration.
So let’s start by learning the copywriting principles that work!
No-fail principles to write great event landing pages
All event marketers would agree that building a landing page copy is not like everyday copywriting – it can make or break your event. Landing page copy inspires people to take the next step like registering or buying a ticket.
To push the visitors further into the buyers’ journey, a copy needs to be precise, targetted at the pain points, offer a solution, and be highly relevant to your target audience.
We’ve put together some resources and tips on how to write action-oriented landing page copy that speaks to your prospects and gives them what they need to convert.
AIDA copywriting for great event landing pages
AIDA stands for Attention, Interest, Desire, and Action. It represents the stages of the buyers’ journey.
Win your prospect’s attention with a persuasive headline and subheadline. Use the subheadline or the description to generate some interest. Answer how your event will benefit them.
Paint a picture of them taking away immense value from your event. Cover key details in the copy to make it sharp.
In the end, call on them to take action – In this case, it would be buying the event ticket, or registering for the event.
Leverage PAS writing to maximize event landing page registrations
For example, you’re looking for ways to maximize your even landing page registrations, right? That’s a pain point for all event organizers, and this blog post offers a solution to that.
PAS stands for Pain, Agitate, Solve. Use empathy to understand the problems of your ICPs. Understand the target persona, and figure out the pain points. Answer how attending the event would be a good solution for the problem they have.
Maybe they could take away some knowledge, contacts, leads, or industry insights from the event. Add vivid examples and use empathetic language to position your event as the solution.
In short, to gain maximum event registrations, let them know how your event would solve their problem.
Write for a specific audience
There’s a saying that says that if you write for everyone, you write for no one. Your copy should be targeted toward your target audience.
Get an intimate understanding of your target audience, and figure out the wants of your event registrants.
Once you figure out the persona of your audience, things become easier. Here’s an example of an event registration page by Adobe.
For Adobe Summit’s 2019 copy, they chose to address readers directly and created a powerful registration landing page catered to the attendee’s needs.
Write a headline that cuts through the noise and stops the show
The headline of your landing page will compel the visitor to look, stay and see what you’re offering – or will fail to achieve that.
The landing page headline serves as a “hook” – it should speak to the visitor and intrigue them enough to explore further. Plus, it needs to be very short, 10 words or less.
The headline should deliver on 3 fronts:
- Provoking interest
- Attract attention/Surprising
- Present the offer, and help the visitor efficiently understand the value proposition
How to write compelling headlines and subheadlines for a great event landing page?
There are many copywriting techniques like AIDA, PAS, Value Proposition, and FOMO writing that can help you through it.
We’ve already discussed AIDA, & PAS above. Let’s quickly understand the rest of them and see how can they help build great event landing pages.
The value-proposition technique
The on-spot value proposition lies at the core of any event landing page template. Clearly articulating how your event adds value will make more people register for your event.
Identify the USPs of your event, and then identify the overlaps of those USPs with the wants and needs of your audience.
Identify how those features and values can enhance the life of your audience, and explain it on your event’s landing page.
Here’s an example of Subaru using this technique to build a tempting value proposition.
Learn more about the value proposition here.
FOMO for building event registration landing pages
FOMO stands for fear of missing out. But how do we incorporate it into building stunning event landing pages for maximum event registrations? Let’s find out.
Fear of missing out, or FOMO for short, is the fear of losing out on something great if you don’t move quickly, or the fear of losing an opportunity in general.
By creating a sense of fear, scarcity, or urgency, you can drive more registrations for your event and push more customers to take out their cards and buy the tickets.
By using words like “limited time/tickets”, “members only”, “unlock now”, and “special discount”, you can generate a sense of urgency, importance, and fear that can propel your target audience to register and attend the event.
6 Answers to get right for a great event landing page
- Who is your brand & what you’re offering?
- Why does that matter to the visitor?
- What is your goal?
- Who is your competition?
- Who is your audience?
- How did they get to the page?
Build trust with social proof on your event landing pages
According to a report by Nielsen, over 70% of the people trusted online reviews, and 92% based their buying decisions on the recommendations of someone they know according to this report. Thus it is true that social proof and reviews work.
Adding reviews, and other kinds of social proof can boost registrations for the event.
4 awesome event registration landing page examples
We’ve included over 8 successful event landing page examples in this article. Ready to learn awesome techniques from them? Let’s start!
Awesome event landing page example by an Airmeet’s event
We really love the unique color scheme of their event landing page, which makes the whole page pop, and attract attention.
When building a virtual event landing page, it is also important to write a stellar copy. The copy of this landing page seamlessly draws in the user with an anecdote of a problem statement.
The landing page copy walks you through the problem statement and offers you a solution, which makes a compelling case to register for the event.
The sign-up button is prominent, which makes It easier for the visitors to know what to do next.
Finally, there is a chatbot on the bottom right of the page to offer support on demand.
Event landing page example of INBOUND by Hubspot
What do we love about this event landing page example?
This landing page by Hubspot stands high on many parameters. The landing page delivers clear pricing tiers, stunning visuals, a snappy copy, and a great call to action.
The event landing page design takes the attention and treats the users with a refreshing, intuitive experience. Important things are highlighted, CTA buttons have great contrast.
Event Landing page by Thinkfic
“When you speak to everyone, you speak to no one” is a common marketing mantra that we all of us marketers know. Well, Thinkfic went a step further and absolutely excelled at communicating to their specific demographic–women entrepreneurs.
The landing page also instantly makes a clear value proposition. It highlights how attending the virtual summit, Think in Color 2021 offers invaluable knowledge for their target audience.
More importantly, Thinkific highlights how the free virtual summit, Think in Color 2020, caters to this particular audience.
Thie event page design also does a perfect job of using powerful images, and videos to highlight the diversity of the speakers and their talent.
On top of it, this event registration landing page leverages inclusive messaging and puts an emphasis on the challenges that people, especially women entrepreneurs, face.
Bonus tip to learn from this:
Remember that less is generally more when designing a registration form. Keep forms short and sweet to avoid potential roadblocks. Only ask for the information that is necessary to get someone on the list.
An event landing page that delivers a concise message & generates urgency
Collision is a great event to follow for anyone who is enthusiastic about tech. This event landing page gives us a few lessons.
There’s a timer at the bottom that displays the time left to avail of a discounted price. This creates a sense of urgency and propels people to take action to lock the opportunity.
They have included social proof. The statement “40,000 people will connect” gives enough social proof for the event. Moreover, there are further instances where you will get to read testimonials and quotes from speakers and attendees.
The event landing page has a prominent CTA which is clearly visible and tells the user what to do next.
Instapage’s event: A neat & clean virtual event landing page example
What do we learn from this landing page?
The headline hits the pain point of the target audience and offers a knowledge resource to solve their problem.
Anyone landing on this landing page won’t have to scroll through multiple folds to find and fill out the form. The form is right there, prominently positioned, which maximizes the events signups.
Amazing value proposition and messaging through copy. The copy attracts the attention of the reader by asking a question. Then offers a solution, which compels the user to signup for the event to know more.
5 Event landing page design tips to maximize registrations
1. Keep things above the fold
Designing event landing pages is similar to designing web designs. It’s a common notion in web design that all the critical information should be present above the fold, that is, your information should be available to the user without the need to scroll.
It is a nice rule to follow, but at times, this rule can lead to cluttered designs.
2. Keep things focussed
Focussing only on the things that are most important allows you to develop a clean and simple landing page. You can still keep a colorful design, but when it comes to event landing page copy, make sure that it gets straight to the point.
Salesforce hosts amazing events around the year, and they build flawless event registration pages that get maximum registrations.
In the above example, we can see that they have just included a catchy headline, essential event information like time, date, a CTA(click to action), and a simple yet effective description.
The user can navigate through this landing page without any distractions which maximize the registrations.
3. Remember to be mobile-friendly
It’s true, we live in a world where smartphones have opened up a brand new way to interact with the world.
59 percent of participants use their mobile devices to register for events. If that’s their only interaction with your brand’s event page, it better look as good on mobile as it does on a desktop.
4. Keep it simple – Don’t complicate your event landing page design
“Perfection is not achieved when there is nothing left to add, but when there’s nothing else left to take away.”
While designing landing pages for events, you may think about the things that you may takeaway to streamline your message and experience for the user.
Don’t overcomplicate things, and remember to keep everything aligned in uniformity. Don’t center align or right align things excessively.
5. Highlight CTAs and compel them to take action
People that visit your landing page need to know what they need to do next. Thus, including clear verbal and visual cues in your copy would be a great idea.
Call-to-actions (CTAs) explain what steps a potential customer must do to go through the sales process. This includes providing actionable CTAs like “Buy Tickets Now” or “Register Now” on event landing pages.
By using clear verbs like “buy” or “register,” readers will know what to expect as they move on to the next page of your website. Once clicked, CTAs should redirect users to the next step in the checkout or registration process.
Here’s an example of a landing page with an action inspiring CTA by Zoominfo:
A big prominent arrow pointing toward the “Register now” on the landing page clearly tells users what they need to do next. It also subconsciously compels them to register and follow the simple instructions to signup.
Building a great event landing page takes a lot of skill and effort. However, your goal is to fine-tune your landing page to make it easier and more compelling for the customer to register.
With the techniques discussed in this blog, you can start building a stunning event landing page for your next event.
Take inspiration from these event planning examples to build something meaningful for your audience.