The Elements of a Great Event Website

March 28, 2015

Rob Hamlin

As director of exhibition services for Ungerboeck Software International, Rob Hamlin draws on 25 years in sales and 10 years of event industry experience to help event professionals, exhibition organizers, associations and independent show organizers experience the value of intelligent back-end and audience-facing technology. 

Not so long ago, you could get by with a basic event website that managed to check off all the boxes for who, what, when, where and why so long as the color scheme matched the logo.

For better or worse, the days of those “floating brochures” are done.  Now, sophisticated attendees and exhibitors expect more –and given the available technology and potential for lead generation and conversions, there’s no reason not to give it to them!

Here’s where to start:

Current Content

By necessity, a lot of event websites launch before full information is available. The idea is that updates will be made manually as planning progresses but we all know that as the event date nears, these good intentions have a reliable tendency to fall by the wayside. However, if your website doesn’t even offer complete or correct information, then what’s the point? Make things easier on yourself by connecting your user interface to your event schedule and exhibitor databases so that any changes made on the back end updates dynamically on the front end as well.

Analytics

Valuable data about your users is out there. Don’t miss out on your best opportunity to capture it! Whether you use a free tool like Google Analytics or a more sophisticated platform that will provide a deeper level of information, any good event website today has to have a mechanism to track visitors, know where they’re coming from, what they’re clicking on and whether they’re converting. This data is especially valuable for optimizing the content and structure on your site but it also has important implications for decision-making of the event itself.

Social Media Integration

There’s no better place to build a community around your event than the various places online where your attendees are already gathering to talk about it. Harness this opportunity by making your site the hub for all social media activity. Use integration to help expand the audience (giving visitors access to the event’s social media pages) and distribute content (via sharing tools).

Responsive Design

It is safe to assume that at least half of the visitors to an event website are using a smartphone, tablet, or other mobile device. That means responsive design is not optional.  Any event website that does not take the necessary step of designing in a way that allows content to be easily viewed across any device is a wasted opportunity.

Trade Show Floor Plan

An event website is likely among the first destinations for prospective and returning exhibitors. It can also be an important sales tool when prospects can automatically select booth space, complete contracts and pay using the website to access an online floor plan management tool.

Marketing Automation

An entire industry has emerged to help companies automate, email, and track prospect interactions. Customer relationship management (CRM) platforms are at the heart of those initiatives. Avoid the hassle of duplicate data entry by integrating your website with your CRM platform to pull in information from online contact forms directly.  

Design is always going to be important but event planners and association managers can and should go beyond basic look and feel to make sure their event website is doing everything it can to reduce workloads, attract visitors and convert customers.

With these elements in place, organizers can convert their event websites into powerful drivers of productivity and efficiency for sales, marketing and operations staff.

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Partner Voices
Overview: The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality. In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way. “We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.” Amenities: The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.  The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need. Gold Key Members The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events. OCCC Events: This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.  The Center’s top five events during their 2022-2023 fiscal year included:  AAU Jr. National Volleyball Championships 2023 200,000 Attendees $257 Million in Economic Impact MEGACON 2023 160,000 Attendees $205 Million in Economic Impact Open Championship Series 2023 69,500 Attendees $89 Million in Economic Impact Sunshine Classic 2023 42,000 Attendees $54 Million in Economic Impact Premiere Orlando 2023 42,000 Attendees $108 Million in Economic Impact