Writing for Event Websites

Here's a simple event landing page template. After auditing 5 event landing pages LIVE with Goldcast and 200+ marketers last week, one thing was clear: Most teams are close to getting it right. They just need a solid structure to work from. So here's a simple event landing page framework to make sure your page gives attendees everything they need, without the guesswork. 1) The Hero: - Use an anchored nav to other sections  - Use an eyebrow for type of event + who for  - Put start AND end times along with dates  - Imagery - ones of past events are nice  - No forms right away - it's a waste of space  - Summarized description with the highlights  - No vague titles. Be clear about what it is. Example: “How Top B2B Marketers Are Cutting CAC by 30%” instead of vague phrases like “The Future of Marketing” A title that makes them say "DANG, I can't miss this". 2) Event Details - why should they care? - Deeper on details  - The largest takeaways  - The agenda with speakers 3) About the Speakers If you have all internal speakers, it will immediately make attendees think it's a sales pitch. A mix of external SMEs and internal is perfect. You want to include: - Speaker information  - A little speaker background for credibility 4) Testimonials People were like "huh??? for an event's page??" Yes, show feedback from their peers from past event attendees, about the amazing insights they took away, or people they met, etc. 5) FAQs Especially if this is an in-person event, you will want to include FAQs about logistics: - How much does it cost?  - What's the parking situation?  - Will I be provided food, drink, and merriment? They are committing their time, their effort. Lower the risk for them. 6) Sponsors If you have MANY sponsors, don't make it a wall of 20 logos. Have a single line of logos in a carousel format that users can control. 7) The CTA section Yes, all the way in the bottom. Don't worry, you have the CTA in the nav AND sprinkled every couple of blocks. They will find it if they want to earlier, I promise. But it's in the bottom because: You've given them the information  You've told them what they'll learn  You have amazing speakers  You've taken care of the logistics  You have proof your events are da bomb And NOW you can make the ask. (not with a 15-field form though) Just ask for the information you need to sign them up. Get all your other information later. Tell them what to expect if they do sign up. Ex. an email with an invite shortly That's it. Small tweaks with big impact.  Attendee-first content.  A storied, sequential layout. You got the rest, boo. I do this for a living. If you want help with your landing pages, reach out to me here: https://lnkd.in/ewys5rwC

When was the last time you really looked at your event website through your attendees' eyes? Not just to update the basics like dates and venue, but really looked? Most event sites focus on what happens AT the event - the speakers, the agenda, the networking drinks. But your potential attendees are asking a different question: "How will this event make a difference to my work, my thinking, my results, my network?" Your website isn't just a digital brochure – it's a research hub. It's where people attempt to validate their decision to attend (or not), justify the investment of time/money needed, or try to understand how your event stands out from the five others in their inbox. It needs more than buzzwords. For example, for lots of us, the promise of "networking" without context makes us shudder at memories of awkward small talk or just plain awkwardness. Your website needs to show the "how" behind every promise. Most people landing on your site will have already heard about your event from their trusted sources. So by the time they’re on your website, they want to find specific answers to their questions (even if they’re not yet ready to register). Here's a simple idea. What about creating a small "website review squad" - a mix of different attendee types who can give you honest feedback every few months? Think: - The first-timer who's never been to your event - The loyal attendee who comes every year - The person who's registered but coming solo - The prospect who's still on the fence - The repeat attendee who hasn't pulled the trigger yet Their fresh eyes will spot things you've become blind to. They'll tell you what's missing, what's confusing, and what actually matters to them. It's time to design websites that help people make real decisions, not just tick boxes. Your event (probably) deserves better than a bog standard event website full of generic buzzwords. And so do your attendees.

I spend hours every month combing through all the amazing #startup events happening in our ecosystem so we can feature them on the Startup Boston Event Calendar and share them on LinkedIn every Monday morning. Some event descriptions are super clear and engaging, and some...leave me guessing. And I get it! Organizing an event is no small feat—there are a million moving parts, and it’s easy to think your description makes sense to everyone when it might not. After nearly a decade of creating and promoting events, here are two quick tips to keep in mind when writing your event descriptions: 1. Be crystal clear about the event format Is it a pitch competition, a workshop, a networking event, or maybe even a walking tour? If it’s not obvious, people might hesitate to sign up 2. Highlight what attendees will gain Will they make valuable connections in a specific industry? Learn three new skills or insights? Spell it out so they know exactly why your event is worth their time. Why should you bother? -Your registration numbers will thank you -Your show-up rate will improve -You’ll have way more flexibility to market your event effectively Just a little extra clarity will go a long way to ensuring attendee satisfaction :) Anyone else have some tips for creating your event descriptions? Let's support one another 🤗 #Boston #eventplanning