How to design event landing pages that boost registrations

Event marketing is crucial to many business marketing strategies, especially in B2B. With events continuing to grow in popularity as a marketing channel (86.4% of event organizers plan to organize the same or more events in 2024 compared to last year), grabbing the attention of event prospects is becoming increasingly challenging. Not only should an event invitation and the surrounding event content stop people in their tracks, but they should be consistent and true to your brand. That’s where an event landing page comes in.  

Creating a custom event page can be time-consuming and costly, making it challenging to stay within budget. Plus, event planners don’t always have the complex skill set needed to develop and design a custom event website, resulting in a time-intensive and cumbersome project. However, innovations, such as Zoom’s new page builder feature, available in Zoom Events and Zoom Sessions, are helping to remove these obstacles and create consistent, customized end-to-end brand event experiences.

What is an event landing page?

An event landing page is the central hub for all information related to your event. It is a dedicated digital space where attendees can find details about the event, register, view the agenda, learn about speakers, and much more. A well-designed, tailored event page is fundamental for engaging your attendees and ensuring the event’s success.

The importance of an event landing page

In a nutshell, here’s why it’s so crucial to have a tailored event page:

• A central hub: An event landing page is the primary information source for attendees.
• Engagement: A well-structured event landing page can increase attendees’ engagement and satisfaction by drawing them into the experience from the first touch-point. 
• Professionalism: An event landing page reflects the professionalism and credibility of the event and the organizers.

1. Strategic Planning is the cornerstone of an effective event landing page. Begin by defining clear objectives - whether you aim to inform, engage, or drive registrations. Create detailed audience profiles to tailor your approach, and leverage data from past events to inform your strategy.
2. Selecting the right platform is crucial. Weigh the pros and cons of standalone builders against integrated event platforms, considering technical requirements, budget, and scalability. Keep an eye out for AI-powered tools that can streamline design and content creation processes, such as Zoom Events' new page builder. More on that below.
3. Design with your brand at the forefront. Maintain consistency in color schemes, logos, and typography while balancing your brand identity with event-specific creativity. Create a reusable template to ensure brand consistency across multiple events, saving time and maintaining a cohesive look.
4. Content is king in engaging your audience. Develop a diverse content mix, including teasers, behind-the-scenes glimpses, and downloadable resources. Implement a content calendar that includes regular updates and use storytelling techniques to forge an emotional connection with potential attendees.
5. Integrate essential features to make your landing page a one-stop shop for attendees. Include registration forms, a detailed agenda, and speaker profiles. Incorporate social sharing buttons to facilitate organic promotion, and consider adding gamification elements to boost engagement.
6. Prioritize user experience and mobile optimization. Focus on intuitive navigation and fast load times, ensuring a seamless experience across all devices. Conduct A/B testing on key page elements to optimize performance and conversion rates.

Remember, your landing page is often the first impression potential attendees have of your event. By following these guidelines and continuously refining your approach, you’ll create a compelling, high-converting event landing page that sets the stage for a successful event.

Creating great event pages just got easier. Our new page builder for Zoom Events and Zoom Sessions puts you in control, no tech skills needed.

Anyone on your team can now make eye-catching event pages using our simple drag-and-drop tool. Pick from a variety of design elements to give each event its own style while staying true to your brand. Need a creative boost? Our AI helper can quickly generate images and text to inspire you. 

This tool does more than just make pages look good. It helps you create a smooth experience for attendees from start to finish. You can keep them engaged and informed from the moment they see your page to after the event ends.

Here's a quick demo to see how it works. 

Try Zoom Events’ page builder and see how easy it is to make event pages that look great and get results. Your next successful event is just a few clicks away.

Explore all the benefits of our new page builder and learn more about Zoom Events and Zoom Sessions. Reach out today, we’d love to chat about how Zoom Events solutions can help drive your event strategy forward.