For event vendors, a website is more than just an online presence—it’s a powerful marketing tool that showcases your brand and drives leads that could turn to bookings and revenue. Whether you’ve been considering it for a while, or this is the first time you’ve thought of a refresh or building a new site, there are several best practices to keep in mind to ensure a successful relaunch:
Design with Purpose: Prioritize the User Experience
User experience (UX) is crucial. Ensure your site is easy to navigate, intuitive, and designed to lead visitors seamlessly from browsing to booking. An aesthetically pleasing site enhances credibility and builds trust with potential clients.
Write Content for Humans
While SEO is essential, your content should speak directly to your audience. Authentic, engaging copy tailored for event planners is more effective than writing solely to rank in Google’s search results. Highlight your past successes, services, and client stories to provide original content that answers the questions that users are searching for.
Take Inventory of Your Content
Start by assessing your current design assets, including photography, videography, and graphics. Identify any gaps in quality or variety that might need updating. Once you have a clear idea of your content, decide whether to produce new content in-house or hire an external photographer/designer. A well-rounded content library that aligns with your brand and appeals to your target audience is essential for a successful website refresh.
Timing Your Redesign
Timing is everything in the events industry. Plan the refresh during a slower season, avoiding busy periods when you have the most active users on your site. Ensure you have fresh imagery and photographs to align with your brand image and audience expectations.
Build a Wireframe
Creating a wireframe for each page is crucial for visualizing your website’s structure and functionality before development begins. It serves as a blueprint, outlining how content, images, and interactive elements will be arranged to guide user flow and engagement. This step not only clarifies design expectations but also helps identify potential challenges and refine navigation early in the process. By establishing a solid wireframe, you set a clear direction for your development team, ensuring a smoother build and a cohesive, user-friendly final product.
Evaluate Website Functionality
Consider the necessary features you may need on your site: do you need booking integrations, payment processing, or an interactive contact form?
What marketing and sales capabilities do you need? A/B testing capabilities, email signups, social media integration, a blog, chat function? Identify which capabilities will improve your current process.
Questions to Evaluate Before Starting a Redesign
- Who will host and maintain the site?
- Are you outsourcing content creation or doing it in-house?
- How will you make design changes in the future?
Before jumping into a redesign, make sure you consider the factors mentioned above. By addressing these points, you can create a powerful, effective digital presence that not only attracts but converts visitors into clients.