An event landing page sounds like a simple concept – a landing page for your events. But it’s the depth of information you provide in it and its overall design that turn out to be dealbreakers. These are entities that influence whether your event amasses massive participation or fades away into the abyss. 

Marketing collateral that bears so much weight on its shoulders can seem like an overwhelming task to tackle. If that’s how you feel, then you are in the right place. Today we are going to talk about event landing pages. From the must-have elements to the essential design tips! 

But as we always do, let’s go over the rudiments – the what and why of an event landing page. 

A few facts that testify to the benefits of an event landing page 

An event landing page is like a dedicated help desk created for your event. Like all other landing pages, the purpose of your event landing page is to back up your event-related campaigns. But this is not the only piece of graphic you need to promote an event. There are digital ads, social media posts and so much more. We get it. With an event coming up you have a lot of planning to do. And every bit of time spent on marketing needs to be accounted for. So, if you are wondering if it’s worth spending time on an event landing page, here are a few things you need to hear: 

Helps you experiment with different ad formats 

When your ad alone has to do all the talking, it can be quite a load to tackle. Moreover, it’s not exactly a good idea to squeeze too much information into a small banner ad or make an email wordy. And yet you need to give your audience all the information. Information that persuades them to take part in the event. That’s where an event landing page takes over. 

An event landing page can act as the cornerstone content for all the campaigns, ads, and posts you create for promoting and discussing your event. Any piece of ad you create can be linked to the event landing page. So, you can explore a variety of ad formats to grab attention through different platforms. 

The above web banner is to the point. And yet customers can get all the information they need because of the event landing page link included at the bottom of the banner. Similarly, you can explore a variety of ad formats without worrying about the limited space available to convey the essential details. 

Helps your audience understand your event better 

With an event landing page you have a space to document all the useful information that any participant will look for. It becomes a one-stop destination for anything that your audience wishes to learn about the event. 

About 56% of marketers make use of social media to help their audience understand the event better. Adding a landing page that can be linked to your social media posts makes this effort even more productive. Because most social media platforms have been pushing visual content in full swing. 

On your event landing page, you can add all the essential details that tell your audience why the event is relevant to them and what they can take away from it. From the basics like the venue and the date to the details about presenters and more everything is in one place when you have an event landing page. A well-informed customer makes better decisions. 

Makes it easier to spread the word 

A single URL or even a QR code can represent your event landing page. So, if your audience is looking to share information about your event in their circle, they can do so with ease. It also comes in handy if they are looking to save all the details for future reference. Word-of-mouth marketing from your existing customers and the promotion you get from interested leads can be valuable in gaining more registrations for any event.  

Here’s a glimpse of the dedicated space for information about the Dubai Expo 2023. There’s a share button added to help visitors spread the word about the event and the ongoing discussion. 

Summing up, an event landing page has several roles to play. Therefore, to be sure that it does justice to all these capes it dons, there are certain details it should contain. Shall we get to those must-have elements of an event landing page now? Here you go! 

The recipe for the perfect event landing page 

We have finally reached the segment you have been waiting for – the ingredients that make an event landing page feel complete. 

1. Begin with event branding and its many elements 

Branding your event is going to be very different from branding your business. While they do share the audience and a lot of other things, your event’s purpose is going to be a mere subset of the purpose of your brand. It’s about taking a small portion of the brand purpose, prioritizing it, and making it work for your brand. So, yes, branding your event is more important than you think. 

When we say event branding, it includes everything from a logo to a defined color palette, a visual theme, and fonts. Put together a style guide separately for your event. It is pretty useful because your event marketing might be progressing for days or weeks. And your regular branding and marketing activities will be happening in parallel. You do not want your copywriting team or your designers to mix up your event branding details with those of your regular branding/marketing collateral. 

Just in case you are wondering how to create a style guide, here is a blog that talks about putting together a brand style guide. The basics are the same but just that you will consider the purpose and the audience specific to your event instead of your brand on the whole. 

2. Images to set the stage 

As a modern-day marketer, you must have heard everyone rave about the need for visuals to attract attention and to convey information with clarity. And your event landing page is no exception. 

Events are about creating experiences. Correspondingly the visuals you choose for your event landing page should act as samplers of this experience. It should be a good first encounter. 

The easiest way to tackle this will be to create a hero image for your event landing page. This will be an accurate representation of your event. It also comes in handy when you talk about your event in other places. On a page displaying the list of upcoming events, this hero image can be an identifier of the said event. You can also add more images to represent individual sessions of the event or to draw attention to the speakers/presenters. 

Kimp Tip: The best thing about using visuals is that you can add an emotional depth to your event landing page through visuals. So, instead of going with simple stock images or a generic image, choose one that captures the mood of your event. Is it going to be all fun and frolic or will this be a formal corporate event that delivers a lot of serious information? Choose visuals that give a taste of this. 

If you cannot fine-tune stock images to suit your event branding or if you do not have actual photos to do the job, you can use illustrations. These add an authentic touch to your event landing page. 

3. The specifics of your event 

While your ads are meant to be crisp, be generous with respect to the information you add to your event landing page. Put yourself in your customer’s shoes. If you are attending an event, what kind of details will you look for? What information will you need if it’s a virtual event and what information will you require for in-person events? Make a list of all these and add them to your landing page. 

A few useful things to add will be:

• Exact date and time of the event – place this in a prominent position and if possible, place it in multiple places on the event landing page. 
• Venue details for an offline event – supplement it with the map location to the venue. 
• In the case of virtual and hybrid events, add details about the platform where your event will take place and how users can connect. 
• A detailed schedule that lists down the session(s) to expect and the overall duration. 
• Contact details including your social media handles. If you have a dedicated social media page for your event, add the respective links to your event landing page. Don’t forget to add a social share button so that people can share your event on their social media. 

The way you present all these details is totally your choice but they all need to be there. While you can simply list them down in separate sections on your landing page one other creative option will be to create an infographic to capture the details. An infographic is easy to share too! 

4. Explain the value your event creates 

Besides the very basics on your event landing page, you should have copy talking about your value proposition in multiple places. This includes the headline or the hero text on your event landing page, a dedicated section that tells visitors why they should sign up or a video that elaborates on this. 

When you promote your event you are asking your audience to spend a priceless asset – time. What are you offering in place of the time they give you? That’s something your event landing page should establish clearly. That’s when a visiting customer will end up becoming a lead to nurture through your emails or an attendee who registers for the event. 

Here is a snapshot from the event page of Demuxed 2022, an event dedicated to video engineers.  

Information about the presenters at your event is also one way to convince people of the value your event offers. When they know about the people talking at the event, they know about the credibility of the information they gain at the event. 

5. A lead capture form and the CTA to go with it

The way you plan the form on your event landing page depends on the process of registering for your event. If entry is free, there will be just one form that users can fill up to express interest. In such cases there will be just one CTA which is signing up for the newsletter to receive updates about the event. 

If your event registration will open up later or if there is a different destination for them to head to for the registration, the sign-up form will be a way to pivot them in the intended direction. In such cases, you might have two different CTAs – one to help visitors sign up for the newsletter to receive updates and another that takes them to the registration page.

Either way, collecting contact information from visiting customers makes perfect sense. Because people who click on your ad and visit your event landing page are those keen on your event. Therefore, they make perfect leads to target. So, add a clear sign-up form. 

A few more elements that add value to your event landing page 

While the above components are must-haves on an event landing page, there are a few more optional items that strengthen the value of your landing page and those are: 

Consider adding a video 

Well, a video is not exactly a mandatory addition to an event landing page but it increases its value several folds. Did you know that landing pages with videos see 86% better conversions than those without? 

Of course, the content of the video depends entirely on your brand and the purpose of the event. 

• If the event is to garner attention for your new brand, the video here can be a quick overview of what your brand does. 
• Or if you are hosting an event to introduce a new product or service, give a teaser of the said product/service. This creates anticipation and increases the chances of conversion.  
• Use videos to quickly introduce the speakers/presenters of the event. This helps build trust and convinces customers of the value your event creates for them. 

Need help creating short videos to talk about your event? Get in touch with the Kimp team. 

A mascot to carry your event branding forward 

Creating a mascot for your event is one way to spice things up. About 67% of marketers consider events to be very effective in marketing. 

With the ease of hosting online events and the reduced budgets needed for these more and more brands are now investing in event marketing. So, when you are planning an event you should know that there is a high likelihood of some other brand having done something similar. What does this mean for your business? You need to get creative in the way you promote your event. And creating a mascot is one of the things you could do.

Your mascot can be used to effortlessly brand all your event-related graphics. In emails, print ads in newspapers, or even outdoor ads like billboards, your mascot can be used as an attention-grabber. In the case of in-person events, your mascot can be used on banners and posters to deck up the space. Or you can even have someone dressed as your mascot for that entertainment factor. 

On your website, your event mascot can direct attention to the event banner you add to your site. Finally, on your event landing page, your mascot can help visitors comfortably navigate through the information, leading them to the CTA eventually. 

Looking to create a mascot for your event? The Kimp team is here to help. 

Create elegant and effective event landing pages with Kimp 

About 48% of event planners start working on the details of their event 6-12 months in advance. So, don’t put off your event planning activities. Start now and get ahead in your industry. Most brands feel the perks of working with an unlimited design service, especially during busy times like events. Because you have a lot coming your way in terms of event marketing designs. But you cannot let your regular marketing designs take a back seat either. Keeping all these ad hoc requirements in mind Kimp lets you add as many subscriptions as you like. So, you can have individual workflows dedicated to your regular marketing collateral and event marketing designs. There are many more such benefits to explore. 

Sign up for a free trial and start experiencing the strengths of unlimited graphic design today.