How to Create a Website for an Event

Whether you’re hosting a company off-site or an intimate gathering for friends, an event website is an excellent way to elevate guests’ experience. Some find it makes casual events feel official while others use it to promote their brand. Still others appreciate the ability to gain audience insights or easily sell tickets and merchandise in one place. 

However you choose to use your site, treat it like an advertisement. Event sites are meant to successfully promote your event, and most importantly, get people to show up. If you’d like to create a new event website, this primer can help you get started. 

Benefits of creating a website for your event 

The ultimate goal of any event website is to promote your event. It should also accomplish two valuable things: 

1. Share need-to-know info like date, time, and location

2. Motivate guests to sign up or purchase tickets 

The more you put into making your site, the more you stand to get from it. For businesses, that can translate to real benefits like:

• Brand awareness: Event websites make events more impactful by spreading the word far and wide. If you keep the design consistent with your branding, it’ll create stronger associations with your business.

• Informed customers: Event websites help guests stay informed. You can post updates as details evolve and there’s plenty of room to share information on event topics, activities, agendas, and so on. 

• Audience insights: Knowing how visitors engage with your site can help you respond to their needs. Use this data to pinpoint what’s working and where there’s room for improvement, like which event types are most popular. 

• Sponsorship opportunities: Event websites do more than share an event, they showcase the people involved. Use data from your site to bolster your pitch and convince a sponsor your event is worth backing. 

• Better communication: A FAQ page can be a time saver, both for you and your guests. FAQs spare them the hassle of hunting down facts, and you save time responding to fewer emails. People also appreciate when hosts take the time to address their questions.

Start an event website in 5 steps

Whether you’re creating a one-page website for a one-time event or a home for ongoing events or retreats, there are a few key pieces to include in your site design. Here are a few steps to get started. 

1. Select a website builder or add a page to an existing site 

A quick way to get your site up and running is to use a website builder. A solid website platform will have a selection of templates or other tools that take the guesswork out of design. Most also take care of technical details like web hosting and security.

Here are some other reasons a website builder may be a good option: 

• Event management tools: Built-in RSVP or ticketing tools simplify online sign-ups and make it easy for you to track headcount and details like dietary restrictions. 

• Ready-made web design: Planning a site’s design can be time-consuming, especially for those who lack the resources or knowhow. Pre-designed templates typically include the features you need for an event. Or you can use a tool like Squarespace Blueprint AI to build a custom event site in a few minutes. 

• All-in-one package: With the right website tool, you can handle every part of your event promotion in one place. Instead of using different platforms to take sign-ups, collect payments, and send updates, you’ll save time if you can do it all with one account.  

2. Decide whether to create a landing page or website 

You want your event site to make a great first impression. But does it need to be a full-fledged site? 

As a refresher, a landing page is a standalone web page that sells or explains products or services. It’s ideal for promoting a one-off project, easier to set up, and requires less upkeep. A website, on the other hand, tells a more complete story. You can go into detail about speakers and topics, and showcase multiple gatherings. 

If you already have a site set up, adding a page to your site may make sense. Ultimately, the difference comes down to event lifespan. The larger or longer the event, the more space you may need to explain it. The smaller it is, the less space required. 

Consider these factors when trying to decide between a landing page and a website.

• Project duration: How long will this event last? Is this a one-off or something you’ll be hosting long-term, on a weekly or monthly basis? The longer and more involved the event, the more likely you’ll need a website to explain it. 

• User interaction: Knowing how you want people to use the site can also help you decide. Is it meant to establish your presence online, or simply promote the event? A landing page is great if your goal is to promote the event, since it’s focused and simple. 

• Brand building: If the goal of your site is to establish your brand, chances are you’ll need a site. A site offers more room to explore topics in depth, tell your story, and position yourself as an expert. 

3. Add essential features 

Now that your event site is up and running, it’s time to add the right features and details. The following elements can take your site a long way: 

• Key information: Basic event details like date, time, and venue should be clearly listed on the homepage. We recommend placing this info above the fold, where a user first lands on the site. If the event is virtual, be sure to share which platform you’ll be using and clear instructions for how to log on. 

• Event descriptions: Snappy descriptions paint a picture of what to expect and encourage registrations. Be sure to craft descriptions that are clear and concise, with a strong call to action to help drive ticket sales or sign-ups. 

• RSVP or ticket purchase: Make it easy to view sign-up options or tiers, and register, RSVP, or buy a ticket from anywhere on the website.

• High-quality visuals: Well-lit, in-focus photos aren’t just nice to have. They enhance the user experience. Pictures also set the mood and help position a brand, which sets events apart. 

• FAQ page: FAQ pages boost a site’s SEO. Sprinkling in relevant keywords helps your site appear in specific search queries, improving its rank. And strategic FAQ pages link to relevant pages on the same site, helping search engines index your content. 

• Mobile-friendly design: People appreciate responsive sites that are easy to get around, which keeps them browsing longer. Bonus points if they’re fast with color schemes and typography that don’t overwhelm the eyes. 

• Social media links: Linking to social profiles gives people a reason to keep interacting with your brand. Consider placing a few relevant social previews where they make sense. 

• Contact information: Transparency fosters trust and shows guests you care about creating a positive experience. It helps to provide an email address, contact form, and/or phone number where people can easily reach you. 

4. Promote your website 

Now that you’ve finished building your site, it’s time to get the word out there. Here are some tried-and-true ways to promote your event. 

• Content marketing: From blog posts and livestreams to video teasers, adding engaging content to your site and sharing it to your audience is an easy way to keep people interested. 

• Hashtags: On social platforms like Instagram and Twitter, hashtags let anyone follow an event. The trick is to encourage others to share it and include it in their own posts when attending your event, to encourage sign-ups for future ones. 

• Contests: Contests are a great way to get people’s attention. Host a giveaway for something coveted like free tickets or VIP passes, and you’re sure to increase your event’s reach. 

• Email marketing: A well-crafted message tailored to the right audience can also be effective. Tack on a subject line that right gets to the point, and guests are guaranteed to open and keep reading. 

• Paid advertisements: If you’re hosting a larger event, you may want to use targeted ads to reach more people. There are a mix of ad formats you can try to keep people engaged, such as video ads or display ads, and many advertising platforms have tools that can help you track what’s performing well. 

5. Keep attendees updated

The event may have ended, but now that you’ve built up your audience, it’s a good idea to keep them engaged. This can spark interest in future events. And it can generate business leads while helping you gain more audience insights. 

Above all, it helps to keep your site updated with content guests want to see. A blog post or email recapping the event can direct readers back to your site. There you can post downloadable photos and videos that people may want to share online. 

The more you share, the more people will respond, which can start a loyal community. With that community established, you’ll be better positioned to host your next event.