10 Practices to Start Building a Winning Event Landing Page (with Examples)

This article will delve into crafting captivating event landing page that drive attendance and engagement.

Key Takeaways

10 Attributes of a Perfect Event Landing Page:

• 1. Clear and Concise Headline
• 2. Engaging Visuals
• 3. Event Details
• 4. Registration Form
• 5. Social Proof
• 5. Clear Call-to-Action (CTA)
• 6. Responsive Design
• 7. Consistent Branding
• 8. Minimal Navigation
• 9. Event countdown
• 10. Fast Loading Speed

What Is An Event Landing Page?

An event landing page is a specialized web page created with a specific and singular purpose: to promote an upcoming event and encourage visitors to take action. 

Unlike a comprehensive website with multiple pages and various functions, an event landing page is designed to provide all the essential information about the event in one place.

The key features of an event landing page typically include:

• Event Information: Details about the event, including date, time, location, agenda, speakers, and other pertinent information.
• Engaging Visuals: High-quality images, videos, and graphics that showcase the event, creating excitement and visual appeal.
• Clear Call-to-Action (CTA): A prominent and compelling CTA button or form that guides visitors to take the desired action.
• Data Collection: Forms to collect attendee information are valuable for event planning and future marketing efforts.
• Performance Tracking: Analytics tools to monitor visitor behavior, measure conversion rates, and assess the success of the event promotion.
• Simplicity: A user-friendly design that minimizes distractions and provides a straightforward path for visitors to engage with the event.

10 Best Practices for Event Landing Pages

Creating effective event landing pages requires following best practices that enhance engagement, conversions, and success. Here are some essential best practices for crafting compelling event landing pages:

1. Clear and Concise Headline

A clear and concise headline is the foundational element of an effective event landing page. It serves as the first point of contact between your potential attendees and the event you’re promoting.

In the fast-paced world of the internet, where attention spans are fleeting, a well-crafted headline acts as a beacon. Moreover, visitors typically spend mere seconds on a landing page, and during this brief window, your headline must instantly communicate the essence of your event. 

It’s your opportunity to seize their attention and direct their focus towards the event’s key details. Clarity is paramount; ambiguity can lead to confusion and deter potential attendees.

Furthermore, a clear headline leaves no room for guesswork. Visitors should be able to discern, without hesitation, what the event is about and why it matters. Avoid vague or generic language that might leave visitors wondering about the event’s purpose or value. Instead, aim for laser-like precision in your messaging.

2. Engaging Visuals

Humans are inherently drawn to visuals. Images and videos can convey emotions, tell stories, and communicate messages more effectively than text alone. When visitors first arrive at your event landing page, the visuals are among the first elements they encounter, making them instrumental in creating a solid first impression.

Your visuals should provide a glimpse into what attendees can expect at your event. They should capture the essence and atmosphere of the event, whether it’s a vibrant music festival, an informative conference, or an elegant gala dinner. The right visuals transport visitors mentally to the event, helping them envision themselves participating.

Engaging visuals are not just eye candy; they’re engagement drivers. When visitors see compelling images or videos that resonate with their interests or aspirations, they’re more likely to stay on the page, read further, and eventually take the desired action, such as registering for the event.

3. Event Details

Event details are the heart of your landing page. In addition, they offer visitors the essential information they need to make an informed decision about attending your event. Providing comprehensive event details on your landing page is crucial as it plays a key role in conveying your event’s relevance, value, and specifics to potential attendees. 

Clarity is paramount when presenting event details. Visitors should be able to find this information quickly and easily. Moreover, Clear and concise descriptions provide a sense of transparency and professionalism, instilling confidence in potential attendees.

4. Registration Form

The registration form is where potential attendees transition from expressing interest to taking action. It’s a pivotal step in the conversion process, and its effectiveness can determine how many visitors register for your event. Here’s why it’s so crucial:

• Data Collection: The form allows you to gather valuable attendee information, including names, email addresses, job titles, and more. This data is essential for event planning and future marketing efforts.
• Conversion Point: It’s the point at which visitors commit to attend your event. A well-designed form can improve conversion rates, increasing the number of registrations.
• User Experience: A user-friendly and intuitive registration form enhances the user experience. Visitors are more likely to complete the registration process if it’s straightforward and hassle-free.

5. Social Proof

Social proof is a powerful psychological concept that can significantly influence the decision-making process of potential event attendees. It involves evidence of others’ actions and experiences to build trust and credibility. 

Moreover, social proof capitalizes on the idea that people tend to follow the actions and choices of others, especially when they’re uncertain or making decisions in unfamiliar territory. In the context of event promotion, social proof can have several benefits:

• Trust Building: Social proof helps build trust in your event. When visitors see that others have attended and had positive experiences, they are more likely to trust your event’s value and legitimacy.
• Credibility: It adds credibility to your event and organization. Positive reviews, testimonials, or endorsements from reputable sources can reinforce your event’s reputation.
• Reduced Decision Anxiety: Potential attendees often have reservations or concerns when registering for an event. Social proof alleviates these concerns by showing that others have successfully attended and benefited from the event.

5. Clear Call-to-Action (CTA)

A CTA is the pivotal element that guides visitors toward the specific action you want them to take, whether registering for your event, purchasing tickets, schedule an appointment, or subscribing to updates. Here’s why it’s vital:

• Focus and Direction: A clear CTA provides visitors with a clear path forward, eliminating ambiguity and guiding them toward the desired action. It keeps them engaged and reduces decision-making friction.
• Conversion Trigger: The CTA serves as the trigger that prompts visitors to take action. It’s the culmination of your persuasive efforts on the landing page.
• Measurable Results: Tracking CTA clicks and conversions allows you to measure the success of your event promotion efforts and make data-driven optimizations.

6. Responsive Design

Responsive design ensures that your event landing page adapts seamlessly to various devices, including desktop computers, laptops, tablets, and smartphones. Here’s why it’s essential:

• Mobile Dominance: A significant portion of internet traffic comes from mobile devices. Ensuring your landing page is mobile-friendly is critical to reaching a broad audience.
• User Experience: A responsive design enhances the user experience. Visitors should be able to navigate, read content, and interact with your landing page, regardless of their device.
• SEO Benefits: Search engines favor mobile-friendly websites in their rankings. A responsive design can improve your landing page’s visibility in search results.

To implement responsive design effectively on your event landing page, consider the following best practices:

• Mobile-First Approach: Begin the design process with mobile devices in mind. This ensures that your landing page is well-optimized for smaller screens, with content that remains legible and accessible.
• Fluid Layouts: Use relative units like percentages for widths and heights instead of fixed pixels. This allows content to adapt to different screen sizes flexibly.
• Media Queries: Implement media queries in your CSS to apply specific styles based on screen size. This lets you customize the layout, font size, and other design elements for different devices.
• Content Hierarchy: Prioritize content based on importance. Ensure crucial information and your call to action (CTA) are prominently displayed on all screen sizes.
• Optimize Images: Use responsive images that automatically adjust size and resolution based on the user’s device. This helps reduce page load times on mobile.
• Touch-Friendly Elements: Ensure that buttons, links, and form fields are large enough and spaced adequately for touch interaction on mobile devices.

7. Consistent Branding

Consistent branding reinforces your event’s identity, builds recognition, and establishes trust among potential attendees. Here’s why it’s crucial:

• Brand Recognition: A consistent presence helps visitors immediately identify your event, making it memorable and recognizable.
• Professionalism: It conveys professionalism and attention to detail, assuring potential attendees that your event is well-organized and trustworthy.
• Trust and Credibility: A strong and consistent brand presence instills confidence in your event and organization. Visitors are more likely to engage and register if they trust your brand.

8. Minimal Navigation

A minimal navigation approach on your event landing page simplifies the visitor’s journey and encourages focused interaction with your content. Here’s why minimal navigation is beneficial:

• Reduced Distractions: A minimal navigation menu limits the number of links and options available to visitors, reducing distractions and keeping their attention on the primary content and calls to action (CTAs).
• Improved User Flow: With fewer navigation choices, visitors are more likely to follow the desired path you’ve set for them, whether registering for the event or learning more about it.
• Enhanced Mobile Experience: Minimal navigation is crucial for mobile users with limited screen real estate. Simplified menus improve mobile usability.

9. Event countdown

An event countdown timer on your landing page adds a sense of urgency and excitement, motivating potential attendees to take action. 

• Urgency and FOMO: A countdown timer creates a sense of urgency, encouraging visitors to register or buy tickets before time runs out. It taps into the fear of missing out (FOMO).
• Visual Impact: Countdown timers are visually engaging and are a prominent focal point on your landing page, drawing attention to the event’s approaching date.
• Informative: Visitors instantly know how much time remains until the event, aiding in their planning and decision-making process.

10. Page Loading Speed

Page loading speed impacts user experience and can significantly influence visitor engagement and conversion rates on your event landing page. 

• User Experience: Fast-loading pages provide a better user experience, reducing visitor frustration and bounce rates.
• SEO Benefits: Search engines favor fast-loading pages, which can positively impact your landing page’s rankings.
• Conversion Rates: Slow-loading pages deter visitors from taking action. Faster load times improve conversion rates and overall performance.

7 Event Landing Pages That We Love

01. Thinkific

Thinkific‘s landing page is thoughtfully designed to effectively communicate its platform’s capabilities and value proposition. 

Here’s a breakdown of key attributes you can learn from:

• Clear and Engaging Headline: The headline, “Turning your expertise into revenue just got a lot easier,” succinctly captures the essence of Thinkific’s offering. It immediately conveys that the platform is designed to help users monetize their expertise.
• Engaging Visuals: The page incorporates high-quality images, including professional headshots and action shots, which humanize the content and make it more relatable. This approach adds a personal touch to the platform’s promotion.
• Informative Content: Thinkific provides detailed information about its offerings, such as creating and selling online courses, building communities, and monetizing memberships. This comprehensive content helps potential users understand the breadth of services available.
• Clear CTAs: Multiple “Get Started Free” calls to action (CTAs) are strategically placed throughout the page. These CTAs are visually distinct and encourage visitors to take action, aligning with Thinkific’s conversion goals.
• Support and Resources: Thinkific highlights its robust support and resources, demonstrating its commitment to helping users succeed. This reassures potential customers that they will have assistance when needed.
• User-Friendly Pricing Information: Pricing information is readily accessible, allowing visitors to explore different plans and find the one that best aligns with their needs. This transparency is crucial for potential customers evaluating their options.

02. Artist Project Contemporary Art Fair

The Artist Project Contemporary Art Fair‘s landing page effectively communicates information about their upcoming event. 

Here’s an analysis of the key elements:

• Clear Event Details: The landing page prominently displays essential event information, including the event name, date (April 11 – 14, 2024), venue (Better Living Centre, Exhibition Place, Toronto), and a brief description. This ensures that visitors quickly understand the event’s details.
• Minimalist Navigation: The navigation menu is minimal, with links to important sections such as “About Us,” “Apply,” “Artist Directory,” and more. This simplicity directs visitors’ focus to the event details and calls to action.
• Engaging Event Description: The event description invites visitors to discover and connect with over 250 independent artists. It creates anticipation by emphasizing the stimulating environment to ignite conversations and personal connections with art. 
• Compelling Visuals: The page features an image that likely represents the event’s atmosphere, adding visual appeal and context to the description.
• Call-to-Action (CTA): The landing page encourages visitors to attend the opening night preview, sign up for event updates, and explore the artist directory. These CTAs are strategically placed throughout the page to drive engagement.
• Social Media Integration: Links to the event’s social media profiles (Twitter, Instagram, Facebook) allow visitors to stay connected and follow updates leading up to the event.
• Subscription Form: A subscription form is available for visitors to receive event updates. It collects essential information (first name, last name, email, country) while providing a CTA to “Sign Up.”

03. Web Summit

Web Summit‘s landing page effectively communicates the event’s significance, provides clear pathways for attendees and partners, showcases influential speakers, and offers engaging multimedia content.

• Clear Event Details: The page prominently displays the event’s name, date (November), and location (Lisbon), creating anticipation and emphasizing the event’s significance.
• Compelling Quote: Including a quote from The Atlantic adds credibility and positions Web Summit as a leading tech conference.
• Strong CTAs: “BOOK TICKETS” and “PARTNER WITH US” CTAs are prominently placed, making it easy for visitors to take action based on their interests.
• About Web Summit: This section briefly describes Web Summit, its global presence, and its role in bringing together tech industry leaders, policymakers, and innovators.
• Statistics Showcase: Stats about the number of attendees, countries represented, and the percentage of women attendees highlight the event’s diversity and influence.
• Speaker Highlights: Including notable speakers with photos and titles adds prestige and generates interest in the event’s content.
• Video Trailer: The video trailer offers a dynamic and visual glimpse of what attendees can expect, enhancing engagement.
• Discover Lisbon: This section provides information about the event’s location and fosters a sense of connection between the event and the host city.

04. Collective Zoo

Collective Zoo is an event and entertainment company that organizes unique and immersive experiences, particularly in music and entertainment. Based on the landing page description provided, Collective Zoo is known for hosting events with distinctive themes and concepts.

• Clear Event Details: The landing page prominently displays the event name, “FACTORY 93 PRESENTS: CARL COX, MACEO PLEX & DOC MARTIN,” date (May 14th), and time (Thursday, 7 PM – 2 AM), ensuring visitors have quick access to essential event information.
• Featured Galleries: Including featured galleries and past events allows visitors to explore the collective’s history and understand their style and previous performances.
• Thematic Language: The landing page effectively incorporates thematic language related to UFOs and classified information. This approach enhances the event’s intrigue and aligns with the event’s UFO theme.
• Engaging Visuals: The visuals on the landing page, including images of past events and the UFO-themed poster, contribute to the overall atmosphere and excitement surrounding the event.
• Relevant Context: The page provides context about why this landing page was created, referencing the Area 51 storming event and how Collective Zoo diverted attention to its free entry event in downtown Las Vegas.
• Call-to-Action (CTA): While the page doesn’t include a traditional CTA button, it encourages visitors to discover more about the event and likely prompt them to explore further.
• Creating a Unique Tone: The landing page effectively establishes the appropriate tone for the event, making it clear that this is not a typical concert but an experience related to UFOs and classified information.
• Event Promotion: The landing page serves as a sneak peek of the live event, creating excitement and anticipation among potential attendees.

05. Affiliate World Asia

Affiliate World Asia‘s event landing page is well-structured to effectively promote its conference for affiliates, affiliate networks, and performance marketers/entrepreneurs. Here’s an analysis of its key features:

• Clear Navigation: The top menu provides easy access to various landing page sections, including Home, Schedule, Speakers, Tracks, Exhibitors, Featured Companies, Hotels, and FAQs. This helps visitors find the information they need quickly.
• Prominent Call-to-Action (CTA): A large yellow “BUY TICKETS” button is prominently featured at the top of the page, encouraging visitors to take action immediately. The CTA is also repeated lower on the page, ensuring it remains visible as visitors scroll.
• Ticket Information: The landing page provides detailed information about ticket options for both affiliates and companies. It includes pricing, savings, and the benefits associated with each ticket type.
• FAQ Section: The page includes a FAQ section that answers common questions like ticket types and marketplace access. This helps address potential concerns and provides clarity to visitors.
• Differentiated Ticket Types: The landing page clearly distinguishes between Affiliate tickets and Company tickets, making it easier for attendees to choose the correct option based on their roles and goals.
• Engaging Visuals: The page features a video background showcasing Bangkok, creating a visually appealing backdrop that captures the essence of the event’s location.
• Event Details and Stats: Information about the event, including the number of exhibitors, networking opportunities, live speeches, and tracks, is presented in an easy-to-read format. Infographic-style stats from past conferences add credibility.
• Urgency Messaging: The landing page emphasizes the urgency of ticket purchases by highlighting that the sale ends in two days, creating a sense of FOMO (Fear of Missing Out).
• Live Chat Support: Including a chatbot for visitor inquiries demonstrates a commitment to attendee support and engagement.

06. Affiliate Summit:

Affiliate Summit‘s event landing page balances providing essential information and maintaining an appealing design. This approach is crucial for event promotion, as it ensures that visitors gather the necessary details and are captivated by the overall presentation. 

• Precise Event Details: The landing page features the event’s name, date, and location, providing visitors with immediate context.
• Prominent CTAs: The strategically placed “REGISTER” and “EXHIBIT” buttons make it easy for visitors to take action and engage with the event.
• Compelling Tagline: “Aligning The Partnership Universe” adds intrigue and emphasizes the event’s focus on partnerships, creating anticipation.
• Attendee Focus: The landing page prioritizes potential attendees by offering free passes and access to all sessions and networking events, making it appealing to a broad audience.
• Partnership Opportunities: The page highlights the diverse range of partners attendees can meet, demonstrating the event’s value for affiliate marketers.
• Topic Tracks: Mentioning nine topic tracks indicates the breadth of content available, attracting individuals with different interests and roles.
• Networking Emphasis: The landing page underscores the importance of networking opportunities and uses statistics to showcase the event’s networking potential.
• Speaker Highlights: Although the agenda is pending confirmation, showcasing previous industry experts adds credibility and excitement.
• Testimonials: Positive testimonials from past attendees provide social proof and enhance the event’s reputation.

07. Collision Conference

The Collision Conference event landing page effectively conveys the event’s significance and attracts potential attendees with the following notable features:

• Strong Tagline: “THE OLYMPICS OF TECH” emphasizes the event’s grandeur and positions it as a must-attend in the tech industry.
• Clear Call-to-Action: The “PRE-REGISTER FOR 2024” button stands out, encouraging visitors to take action and express their interest.
• Credibility through Quotes: Incorporating quotes from reputable sources like Bloomberg, Inc., and Digital Trends reinforces the event’s stature and builds trust.
• Highlighting Key Statistics: Displaying statistics about the number of startups, partners, investors, attendees, countries represented, and journalists reinforces the event’s global appeal and significance.
• Event Highlights: The “HIGHLIGHTS FROM COLLISION 2023” section provides a glimpse of the past event’s success, enticing potential attendees with what they can expect.
• Speaker Showcase: Featuring prominent speakers and industry experts adds credibility and entices visitors who may want to hear from these thought leaders.
• Content Offer: The option to download the Collision 2024 overview in exchange for contact details encourages lead generation and keeps potential attendees informed.
• Newsletter Signup: Offering a newsletter signup option keeps visitors engaged and informed about event updates.
• Testimonials: Testimonials from past attendees and media outlets validate the event’s quality and appeal.
• Social Proof: By mentioning publications like Bloomberg, Financial Times, Forbes, CNN Business, CNBC, and the Wall Street Journal, the landing page establishes the event’s strong media presence.
• Engaging Visuals: The landing page includes images of speakers, attendees, and the event’s atmosphere, making it more visually appealing.
• Networking, Learning, Lead Generation, and Exposure: The landing page highlights the key benefits of attending the event, catering to various attendees interests and goals.
• Newsletter Subscription: Encouraging visitors to subscribe to the newsletter ensures ongoing engagement and keeps potential attendees updated.

10 Reasons Why You Need to Create an Event Landing Page

Creating event landing pages is crucial for several compelling reasons:

1. Focused Promotion: Event landing pages concentrate all relevant information about the event in one place, reducing distractions and keeping visitors focused on the event’s key details.
2. Enhanced Conversion Rates: With clear CTAs and a simplified user experience, landing pages are optimized for conversions. Visitors are likelier to take the desired action, such as registering or buying tickets.
3. Improved SEO: Well-optimized event landing pages can improve search engine rankings, driving organic traffic to your event when potential attendees search for related keywords.
4. Data Collection: Landing pages include forms that allow you to collect valuable attendee information, providing insights for personalized marketing and event planning.
5. Clear CTA: Event landing pages feature prominent CTAs that guide visitors toward taking action, making engaging with your event easy.
6. Performance Tracking: Equipped with analytics tools, landing pages enable you to track visitor behavior, measure conversion rates, and gather insights into the effectiveness of your event marketing efforts.
7. A/B Testing: Landing pages facilitate A/B testing, helping you optimize various elements to improve performance over time.
8. Reduced Bounce Rate: Sending event-related traffic to a dedicated landing page reduces the bounce rate, as visitors are less likely to navigate away from a focused page than a cluttered website.
9. Tailored Messaging: Event landing pages allow you to tailor your messaging for your target audience, addressing their needs and highlighting the event’s benefits.
10. Enhanced Event Branding: The design and branding of your event landing page reinforce your event’s identity, build trust, and leave a lasting impression on visitors.

FAQs: Landing Page for an Event

Conclusion

In conclusion, creating a successful landing page event is crucial for driving engagement, registrations, and, ultimately, the success of your event. Practice what we suggest seriously, and you’ll see the result.