What is an event landing page?
An event landing page is a web page that’s sole purpose is to promote your event, with the goal of driving registrations, ticket sales, or email submissions. They can be used for a wide range of events, including conferences, shows, online training sessions, and more.
Like all landing pages, event landing pages generally don’t have any links to other pages. Instead, they remove all distractions and keep the reader’s attention strictly on the event.
A good event landing page should:
- Provide all the necessary details (who, what, where, when, etc.).
- Showcase the benefits of attending.
- Build anticipation.
- Finish with a strong call to action (CTA) that urges visitors to register or submit their contact details.
Do you need an event landing page?
While you don’t need an event landing page to promote your event, having one generally results in more registrations and leads.
Imagine you’re holding an online training session. To save time, you simply create a new section on your homepage that discusses the event. You then mention the event on social media and link to your homepage.
When people land on the page they might not see the information about the event right away, depending on where it’s located. This could cause them to click away since they aren’t able to find what they’re looking for.
And even if you place the information for the event right at the top, they could get distracted by all the other content (products, services, bio, etc.) you have on your website. Within a few minutes, they may have forgotten why they came to your site in the first place.
However, if you use an event landing page, prospects are taken directly to a page that tells them everything they need to know about the event—without any distractions that might prevent them from registering.
Try Leadpages free for 14 days
Easily create your website and landing pages with the only platform engineered by marketing nerds.
What are the different types of event landing pages?
There are two types of event landing pages. The one you choose will largely depend on your goals:
- Event registration: The goal of these pages is fairly straightforward—get people to register for your event. For free events, this means simply collecting visitors' contact info and possibly sending them a calendar invite. For paid events, it’s all about selling tickets and collecting payment.
- Lead generation: Maybe you have an event planned but you aren’t ready to start accepting registrations or selling tickets. In this case, you can use a lead generation page. The goal of this page is to collect people’s contact information so you can get in touch with them when registration opens.
So, before building your event landing page make sure you’re clear on what you’re trying to accomplish, and then construct your page with that in mind.
How do I create an event landing page?
Building a high-converting landing page is easier than you think. There’s no need to hire an expensive developer or learn how to code—landing page builders allow you to create pages in a few hours or even minutes. The key is knowing what to include to catch your visitors’ attention and persuade them to register.
Here are nine tips to help you create the perfect event landing page.
Choose a landing page builder
If you’re not experienced with coding, or you just don’t want the headaches that come with building a page from scratch, then a landing page builder is the best way to construct your page.
For example, creating your event landing page with Leadpages is as easy as selecting your template, customizing your text and images, and clicking “Publish.”
With over 200 landing page templates (many of which are designed specifically for events) there’s no shortage of designs to choose from. Once you find a template you like, use the Drag & Drop Builder to change colors, add or remove sections, edit text, upload images, add an online checkout, and more.
When you’re happy with your page you can publish it to a free Leadpages subdomain or connect it to a custom domain that you own.
Start with an intriguing headline
Your headline is the first thing prospects will read when they land on your page. So, you need to make sure it immediately catches their attention and urges them to keep reading.
A good headline is:
- Specific
- Easy to understand
- Benefit-rich
- Inspired by a problem your audience is having
Here are a couple formulas for you to try:
- Highlight the primary benefit of attending your event. For example, if you’re holding a training session on how to build your own photography business your title could be “Turn Your Love of Photography into a Full-Time Business.”
- Ask the reader a question about a problem they’re currently facing. For example, if you’re holding an event about how to promote an ebook your title could be “Is Your Ebook Not Selling as Well as it Should?”
Test a few different titles to see which one performs best.
Add the right images
Your copy isn’t the only thing that will convince people to register for your event. High-quality images have a big impact on conversions, so be sure to make this a priority when you’re building your event landing page.
Some of the images you’ll need are:
- A powerful hero image that draws readers in.
- Images from past events (if applicable) or similar events.
- Headshots of you and any other speakers.
The goal of your images is to give people a sense of what they can expect. For live events, this could be photos of you on stage, excited people in the crowd, or a wide shot of past events. For virtual events, you could use a screenshot of one of your previous online sessions.
Professional headshots of any speakers are also great for building authority. However, these should be placed lower down on the page underneath the action shots.
Include a video
Studies show that adding a video to your landing page can increase conversions by up to 80%. Luckily, creating videos has never been easier.
If you have a big budget you can hire a production company to produce a promo video for your event, but this honestly isn’t necessary. Every smartphone is equipped with an HD camera now, so you have everything you need to film an effective video yourself.
A simple short video of you in front of the camera giving an overview of the event and why people should come is all you need. Not everyone will have the patience to read your copy, so opening with a video that summarizes your pitch is a great way to sell your event.
It can take time to get comfortable in front of the camera, so feel free to record a few takes until you’re happy with the results.
Build anticipation
Promoting an event is different than promoting a product or service. Usually, your other offerings will address a problem your audience is having and offer a solution, so that’s the main selling feature. Your events will often do this too, but the event itself is also part of the attraction.
Events are fun. They’re an experience. If you can sell people on how awesome it’s going to be to attend you’ll generate a lot more registrations.
Here are a few ways to build anticipation:
- Through imagery. Includephotos from past events of attendees enjoying the show and generally having a good time.
- Through video. If you shoot a video for your event be excited! If you’re excited for your event others will be too.
- Through your copy. Highlight what people will learn at the event, talk about how much fun it will be, and describe how their life will change after they attend your event.
Provide the details
Your event landing page isn’t just there to hype people up. It also needs to provide all the key details.
Make sure your landing page tells people:
- When it’s happening.
- Where it’s happening.
- Who will be there.
- What will happen (the agenda).
- Why it’s happening (your inspiration for creating the event).
While this information might not be as exciting as some of the other items on our list it’s critical for selling your event. So, make sure this information is included at or near the top of the page.
Add a countdown timer
Creating a sense of urgency is a great way to boost conversions. Don’t let your readers think they have forever to make up their minds. When people know they only have a certain amount of time before they lose out on an opportunity they’re more likely to act now.
This is why countdown timers are so effective. Visitors land on your page and see how long they have to register for your event. Watching the clock count down lets them know this opportunity is slowly slipping away, making it much more likely they register now rather than taking time to think about it (and inevitably forget about it).
Leadpages makes it easy to add a countdown timer to any page. Just select the countdown widget, drag it to any spot on the page, drop it into place, and set the time and date that you’d like the timer to count down to.
Use social proof
Events are a big commitment. Live events might require attendees to travel, and even virtual events come with a time commitment. As a result, you’ll need to ensure readers that the investment is worth it, and a great way to do this is with online reviews.
According to Inc., 91% of people read online reviews and 84% trust them as much as friends. So, make sure to include a few testimonials throughout your event landing page. These could be from people who have attended your past events or customers who have benefited from your products and services.
The right testimonials will build trust and make your readers feel a lot better about registering for your event.
Include CTAs throughout your event landing page
Experienced marketers know that if you want to make a sale you need to ask for it. The same holds true for your event. If you want someone to attend, ask them.
To maximize your conversions you should have multiple CTA buttons throughout your page. Ideally, you’ll have a button in the hero section, a few more throughout the copy, and at one the bottom of the page.
Make sure the text inside the buttons is easy to read and tells readers what action you’d like them to perform (Buy Your Ticket, Reserve Your Spot, Get on the Waitlist, etc.). You’ll also want to use a button color that stands out while still working with the rest of your color scheme.
Event landing page examples
Looking for some inspiration? Here are a few event landing page examples to base your own page on.
This Leadpages template is one of our most popular event landing page designs. The bold title grabs your attention right away and the bright red CTA button really stands out. Plus, there’s plenty of room to add an event photo in the hero section. The template also includes a countdown timer, which is a great way to add a sense of urgency.
Right away, this landing provides you with some very compelling reasons why you should register for the event. It also includes a promotional video that builds anticipation and shows you what to expect. The CTA button in the top right corner makes it easy for visitors the buy their ticket when they’re ready.
The hero image does a great job of showing the high production values of this event. The navigation at the top allows you to quickly find the event information you’re looking for, and all the necessary details are included right at the top of the page.
Build your own event landing page today
Need a landing page for your next event? With Leadpages, you can have your event landing page up and running before the end of the day (even if you have no experience with coding or web design).
Try Leadpages free for 14 days and discover an easier way to build landing pages.
Try Leadpages free for 14 days
Easily create your website and landing pages with the only platform engineered by marketing nerds.
