As an event marketer, we love to have an event landing page that drives traffic and conversions. It is one of the best ways to spread the word and inform the target audience about the event.
Drive eyeballs and RSVPs with a fantastic landing page. But do you know what exactly is an event landing page?
It’s a simple webpage that provides information about your event with details such as date, time, location, event description, speaker, tickets, and videos. It allows you to collect signups, registrations and send information to your attendees.
The primary purpose of the event registration landing page is to encourage your visitors to take the desired action. Here are some of the benefits of creating an event landing page:
- Provide details
- Get signups
- Maintain focus
- Effective communication
- Social sharing
- Simplifies RSVP
Bonus: With an opt-in page plugin, you can store e-mail information you receive from signups. You can also add fields that ask for other data, such as age, location, or interest, to further use in event marketing campaigns.
This article discusses the critical elements of the best event landing page examples you want to copy to increase conversions.
7 Key Elements of an Event Landing Page
If you have been struggling to create an event landing page that converts, don’t fret.
We’ve compiled the key elements of an event landing page that can help you capture visitors’ attention, send impactful messages, and help you achieve your registration goals.
Even better, landing pages can help you advertise through social sharing on social media platforms and with the right event content marketing strategy.
1. Headline and Subheadline
The headline and the sub-headline are the first things visitors will see and read. It will convince them to act and direct their attention to take action. It means you need to focus on it since visitors will see it from the moment they open the page.
2. Compelling Hero Image or Video
An enticing hero image or video with a persuasive headline in the header can capture and convince them to register. Also, your hero image must have a CTA to ensure visitors can easily take immediate action or continue reading.
3. Event Details and Description
The event details are the most important section after the headline and hero image. It must include a clear and concise description of the event, what it will be like, why it is taking place, where it will happen, and what to expect. Every word you put here must convince the visitor to become your attendee.
Even the event landing page design is created according to the event description to create a consistent brand image and offer support for the surrounding content.
4. Call-to-Action (CTA) Buttons
The call-to-action button must be large and visible enough for the visitor to help them sign up, register or buy tickets. Take your time to decide your CTA, don’t hurry. It will help you generate conversions; therefore, it must be persuasive.
5. Social Proof and Testimonials
Positive reviews, testimonials, and social proof remain the top ways to sell your event. People are more likely to trust and register for your event if they see positive social proof. Also, social proof helps create FOMO (Fear of Missing Out) among people and compels them to act.
6. Clear and Intuitive Navigation
Some of the best event landing page examples we look for have straightforward and intuitive navigation. It allows visitors to find information quickly and easily guides them through the event registration process. As an event marketer, making the user journey smooth and seamless is highly important.
7. Mobile Responsiveness
A mobile responsive event landing page can help you function and display effectively on these devices. It adapts to the screen size of your potential attendee and looks good. Mobile responsive landing page reform to the current screen size gives users an enhanced experience.
Showcase of Event Landing Page Examples
The following event landing pages are actual web pages from real companies promoting their events.
Let’s dive into each to see what they’re doing right to stay on top of their game.
Tech Conferences and Summits
1. Web Summit
The first up is an event page from Web Summit. Takeaways from this event page design:
- Headline and Sub-headline – The headline is a catchy quote that grabs the visitor’s attention and highlights the number of people coming together at the summit.
- Compelling Hero Image or Video – Features confident women and showcases empowerment in the visual to compel people to join.
- Event Details and Description – The second fold of the event landing page has information about the Web Summit.
- Call-to-Action (CTA) Buttons – Two CTAs are provided in the Hero image. Book tickets and partner with us to get signups.
- Social Proof and Testimonials – Also has reviews and comments from the Wall Street Journal, Reuters, and the Guardian.
- Clear and Intuitive Navigation – The landing page has smooth UX and UI and a seamless visitor experience.
- Mobile Responsiveness – A fully responsive page that adapts to different screen sizes.
Source: Web Summit
2. Tech Mentor
Tech Mentor is a physical event at the Microsoft Headquarters in Redmond, WA, for IT professionals to stay on top of industry trends. Let’s look at the takeaways from this event page design:
- Headline and Sub-headline – A catchy headline with an impressive sub-headline.
- Compelling Hero Image or Video – Catchy hero image showcasing the event’s theme.
- Event Details and Description – Complete event information is placed on the landing page.
- Call-to-Action (CTA) Buttons – CTA is placed on the navigation tab at the top.
- Social Proof and Testimonials – Side menu tabs are given for social sharing. And for social proof, a video gallery from the past event is placed for the visitors to get an insight into what to expect.
- Clear and Intuitive Navigation – UI and UX are impressive.
- Mobile Responsiveness –The landing page can adapt to different screen sizes.
Source: Tech Mentor
Gartner is a premium conference for HR professionals and leaders. Let’s look at the takeaways from this event page design:
- Headline and Sub-headline – A compelling headline grabs readers’ attention.
- Compelling Hero Image or Video – A hero image showcasing professionals is placed to complement the overall theme.
- Event Details and Description – Comprehensive event details and information about what to expect from the event and takeaways are mentioned.
- Call-to-Action (CTA) Buttons – A clear CTA is placed on the hero image, view agenda.
- Social Proof and Testimonials – A testimonial by the Conference Chair and Group Vice President, Gartner Research & Advisory, is placed to add credibility and trust.
- Clear and Intuitive Navigation – The landing page has a simple blue, white, and yellow theme.
- Mobile Responsiveness – Fully mobile responsive website that looks great on different screen sizes.
Webinars and Virtual Events
Simply having a landing page isn’t enough. It would help if you took inspiration from these webinars and virtual events landing pages to create the perfect fit for your next event.
Let’s explore different landing pages to promote virtual events.
1. Data & Analytics Live
Data & Analytics Live is a virtual event organized by Corinium to provide professionals in the data analytics field with an opportunity to connect on a one-to-one basis. Takeaways from landing page design:
- Headline and Sub-headline – Sets clear expectations for the attendees.
- Compelling Hero Image or Video – Impressive hero image that resonates with the overall brand voice and theme.
- Event Details and Description – Complete information about what’s new in this year’s live session, along with speakers and sponsors.
- Call-to-Action (CTA) Buttons – Two CTAs are placed on the header; get your tickets and download the brochure.
- Clear and Intuitive Navigation – The overall design is seamless, making the signup easy for the visitor with clear information and design navigation.
- Mobile Responsiveness – A fully mobile responsive landing page that adapts to different devices, ensuring a similar experience everywhere.
Source: Data & Analytics Live
2. Developer Week Cloud X
Develop Week Cloud X is a hybrid event that will occur at a physical location and online on different dates. Takeaways from landing page design:
- Headline and Sub-headline – Showcase the event title and tagline.
- Compelling Hero Image or Video – A compelling video from their previous event that showcases the attendees, keynote speakers, panel discussions, and the overall experience.
- Event Details and Description – Provides detailed information about the event, featured speakers, and sponsors.
- Call-to-Action (CTA) Buttons – Two CTAs are placed on the hero image, get tickets, and get involved.
- Social Proof and Testimonials – In a video, social proof from the 2023 event is placed on the landing page.
- Clear and Intuitive Navigation – The design is simple and clean, and everything is easily accessible and readable for the visitor.
- Mobile Responsiveness – Highly responsible for different screen sizes, making it more reachable and accessible for the target audience.
Source: Developer Week Cloud X
3. Works With 2023
Works With 2023 is a virtual conference that showcases the best way to promote virtual events in today’s digital world. Takeaways from this virtual event landing page design:
- Headline and Sub-headline – As a headline, this event page provides the name and introduces the event name and format.
- Compelling Hero Image or Video – A hero image provides icons related to technology to describe the theme.
- Event Details and Description – The landing page has a full event description and information about the keynotes, technical sessions, and panel discussions.
- Call-to-Action (CTA) Buttons – Two CTAs are placed effectively, one of the headers, register now and another on the side, contact us.
- Clear and Intuitive Navigation – Clear and concise design that makes all the content readable.
- Mobile Responsiveness – Fully mobile responsive website that looks great on different screen sizes.
Source: Works With
Best Practices for Designing Event Landing Pages
The excitement you feel before the event drives the energy for the event overall. As an event marketer, it is your job to turn action into sales.
Whether promoting a conference, product launch, virtual event, or show, you must use the best practices for designing event landing pages that convert.
Let’s look into these best practices that you need to follow.
A. Creating a Clear Value Proposition
Value proposition helps you skyrocket conversions. An upfront, transparent, and concise value proposition should engage potential attendees about why they should register for your event over the others.
For example, the Experiential Marketing Summit 2024 has created a landing page with a clear value proposition that targets the creators of the brand experience, attracting them to attend the event.
B. Using High-Quality Visuals
We all love to see high-quality visuals with energetic headlines and color contrast. Visuals make the overall event landing page design look engaging and attractive. Also, visuals must convey the same message as your content.
A visual that connects with the audience and gives a feeling works better than others.
For example, IBM Sustainability Data Summit has a landing page with high-quality visuals that perfectly convey the message, fit the context, and complement the content.
C. Crafting Compelling Copy and Messaging
When it comes to words, compelling copy and message work as your CTA and guide visitors to take action you want them to complete. Refine your document to match your brand voice and maintain consistency.
For example, the Gartner Marketing Symposium event landing page has a compelling copy that states directly to the CMOs and marketing executives and attracts them to take action to register and attend the event.
D. Focusing on User Experience (UX)
The landing page is where potential attendees land. Therefore, the success of the page highly demands the user experience.
An ideal UX for an event landing page includes best-performing CTAs, a primary action button, image overlays, a social sharing button, a placeholder, icons, and a seamless experience throughout the visitor journey.
E. Implementing Effective CTAs and Registration Forms
Calls to action and registration forms must have striking features with action-oriented text. Boring and long text can make visitors lose interest and attention.
Here are some of the critical CTAs you can use to ensure potential attendees fill out the registration forms:
- Reserve your seat
- Register now
- Get your tickets
- RSVP today
- Grab your spot
- Signup for updates
- Book your stay
- Unlock access
- Add to calendar
- Watch the promo video
- Connect with speakers
- Download the event guide
- Claim your gift
- Participate in contests
- Get exclusive discounts
- Become a sponsor
F. Optimizing for SEO and Shareability
Search engines will better understand your event landing page if you follow the SEO guide to event marketing and optimize your page according to the analytics. SEO optimization helps search engines rank your page higher, increasing traffic. With SEO, your target audience can easily find the page on search engines and improve page quality ratings.
Follow these five simple steps to improve SEO optimization and shareability:
- Keyword analysis
- Landing page optimization
- Link building
- Page speed and mobile responsive
- Result adaptation
G. A/B Testing and Analytics
A/B testing and analytics is a surefire way to boost conversion. No matter how much upfront effort you put into creating your first event landing page, there is always more room for improvement. Therefore, as an event marketer, you must test several elements and monitor changes in conversion rate due to A/B testing.
Follow these simple steps to conduct A/B testing for your landing pages:
- Identify what element you want to test
- Define the metric for that element
- Create a new version
- Run the test
To promote your events successfully, you must conduct A/B testing and make changes according to the analytics. Also, measure event marketing ROI performance and make the required changes in your landing page to generate desired results.
The primary purpose of an event landing page is to drive more traffic to the website and convert visitors into event attendees. A clear CTA, signup form, details, and persuasive value proposition on the page can help you achieve the purpose.
Follow these eight tips to make your event landing page stand out from the competition:
- Clear value proposition
- Eye-catching visuals
- Unique branding
- Catchy headlines and subheadings
- Compelling copy
- Interactive UI & UX
- Call to action
- Social media integration
Your event description must include the following elements:
- Event title and tagline
- Date, time, and venue
- Agenda/purpose of the event
- Event highlights
- Takeaways for Attendees
- Target Audience and Who Should Attend
- Social Media Links and Hashtags
With so many event activation ideas, you must focus on developing an event landing page that fits your brand voice. And while we believe in the power landing page for events, we understand event marketers have other priorities.
To ensure your events have one of the best event landing pages, you can opt for a professional event marketing agency to work for you.
Getting your potential attendees to the landing page might seem challenging, but with best practices and critical element integration, you can keep them there long enough to register.
Lastly, always try to create a holistic experience for your potential attendees. Ensure your event landing page looks fantastic and offers a seamless experience.