My number one rule of event content
The Other 97% ...

A logical event website misconception

Recently, I had a brief telephone conversation with a potential client. Overall, it was a positive call. Yet, there was a common question that kept being asked.

After a bit of hindsight, I thought, “well-meaning event organizers think THIS is a silver bullet for their event.”

Unfortunately, it’s a logical misconception. And it wastes a lot of money.

What’s THIS?

It’s the belief that …

“We just need a new website!”

It’s true. A smartly designed website can propel your event to a whole new level if used strategically.

To the best of my recollection and experience, I have yet to see a single “new website” deliver extraordinary results for any event organizers.

Why is that?

Because a website is a single marketing tool in your tool kit. On its own, a website can’t do much. You need to leverage your website with a series of well-aligned marketing actions.

One of those marketing actions is highly targeted paid advertising. When paid advertising is coupled with a well-designed website, that’s a difference-maker!

So next time someone tells you, “we need a new website!” Take a step back and dig a little deeper. Ask simple questions:

How many people visited our website? (And when did they visit?)

Of the people who visited our website, how many purchased tickets or attended our event?

Where is the traffic to our website coming from?

The questions and answers above helped one client build a well-thought-out three-page website. Yes, just three pages. That three-page website sold over 500,000 USD of event tickets in less than 24 hours.

Thus, I can tell you with unwavering confidence that most events don’t need a new website. Instead, they need a well-thought-out set of marketing tools and strategies to maximize the effectiveness of their current site.

Here are some additional articles to boost your event web site: