Here's a pretty straightforward marketing concept from Dan Kennedy.
It's featured in Kennedy's No B.S. Direct Marketing book. The concept revolves around how smaller companies are trying to advertise like the big companies. As Kennedy puts it, "most ordinary businesses advertising and market like much bigger brand-name companies, so they spend (waste) lots of money on image, brand, and presence."
Kennedy furthers his angst in an "Agenda for Advertising and Marketing." Here he lists what small companies mistakenly emulate from their larger siblings.
Things like, "pleasing its board, please/appease stockholders, looking good, build brand identity, win awards for advertising," and finally "sell something." He finished up with only one critical item for small business owners, "Sell something. Now."
You can replace the word "company" with "event," and the same fundamentals apply. Kennedy's harsh assessment also applies to your event website.
Much like small businesses, too many event websites are focused on looking pretty, making sure team members have a great picture and bio, how much money an organization has raised, etc. Those are all very nice. But do next to nothing to further someone purchasing a ticket or attending your next event.
People buy tickets to your event to serve their self-interest. And it's rarely what you or your team think! Having analyzed over a million words of North American event feedback, I can tell you with confidence that a tiny fraction of people attend your event, because of altruistic reasons.
What are you doing on your event website to "Sell something (a ticket)"?
Is your event website correctly structured to get someone to attend your event?
Your website must lead online visitors down a slippery slope to, "I want to do that, now!" If it doesn't, you're potentially setting your event up for failure.
Here are some additional event promotion insights: