Did you know that the average attention span of audiences on the web is just 6 seconds? When a visitor lands on your website, you only have 6 seconds to grasp their interest and spark their minds with the curiosity to know more. As the creator of an event website, what do you think is the first thing visitors see when they arrive? – The Event Description!
A good event planner is the one who has mastered the art of converting arbitrary website visitors to potential attendees. This means, your event description should be wholesome enough to convince audiences to purchase tickets to your event. But how do you wrap up the entire essence of your event into a few, crisp lines?
Before we get into the intricacies of writing eye-catching event descriptions, let us talk about the type of content that can be considered poorly-articulated and can, in turn, hurt your attendee count.
1. Too Much Information:
You invest a lot of time and effort in event planning activities like personalizing websites online, promotions and management of every aspect leading up to the big day. Hence, it is only fair that you want your audience to know every particular detail about your event. Writing elaborate event descriptions can overwhelm your audience with excessive information, leading them to skip towards other events or pages.
2. Too Little Information:
On the quest towards making the content short and concise, you can run the risk of missing out on important details. A creative and engaging description cannot ensure faster attendee conversion rates if you do not provide them with all the necessary information like ticket price, event venue, lineups, and other essential aspects.
3. Lack of Event Personality:
When typing out descriptions on the event software page, most event planners tend to settle with a formal tone that eventually hampers audience engagement. Descriptions need to have a clearly defined tone and voice to attract like-minded participants and drive more people to your website.
Talking about mistakes, read about the most common event marketing mistakes that can also hurt your attendee count: How to Avoid Event Marketing Mistakes That Deter Your Event’s Success
We have discussed the most common issues, now let us focus on finding solutions to them. Here are a few simple tips and tricks to keep in mind while hosting your event page online through an event planning software:
1. Clearly Define Event Goal:
Stick to the basic objectives of your event when you write the description on the event management software platforms. The content should be able to portray the exact essence of your event. Ask yourself the following questions to ace this aspect:
- How do you want people to perceive your event when they read the description?
- Are you answering all the primary questions our audience may have about your event’s goal?
2. Make it an Easy Read:
The crux of your event should be crystal clear in the minds of the readers. To achieve this:
- Breakdown your content into different sections and arrange them as per priority
- Create tables and use bullet points to highlight separate points.
- Keep the language of the content as simple as possible. It is generally advised to write descriptions that can be understood by middle-school students.
- Avoid using any jargon, proverbs and complex sentences.
3. Add Interesting FAQs to your Event Website:
The ‘Frequently Asked Questions’ section of any website is often the most visited segment. Go through emails and messages sent by your attendees to better identify the type of questions that they need immediate answers to. Provide as much information as you can in this section to avoid confusion among participants.
4. Get to Know Your Attendees:
To be able to recognize the right tone for your event description, you need to have a clear picture of how your audience wants to recognize your event. Your event planning agenda should involve post-event feedback and survey that can help you connect with your audience better.
Modern event management software takes care of this and allows event planners with tools to follow-up on participants after the event is over. You can make use of this feature to figure out common themes from the surveys to strike the correct tone in your event description.
5. Be Clear About Where the Description is Showing Up:
Most event planning software is now equipped with features to share the links to your events to several social media sites, ads and emails. Writing and content tone differ from one channel to another and it is also known that readers tend to behave differently on each medium.
To address this issue, it is important to note that your event description should be crafted diligently enough to suit every platform. From Twitter hashtags to LinkedIn’s business decorum,, you need to ace every tone to gather more attendees for your event.
6. State Pricing and Refund Policy Clearly:
Talking about refunds and pricing in your description may not always look good but you need to put yourself in your audience’s shoes. When you clearly mention your refund policy, your audience knows that their money is safe in cases of emergencies which helps increase their engagement and loyalty towards your event.
7. Add an Engaging Call-to-Action:
A crisp, engaging CTA is a must when you are wrapping up your event description. Participants must feel extremely interested in clicking the button that leads directly to the ‘Tickets’ page. Most of the best event management software allows event planners to add a meaningful CTA to drive more participants towards purchasing tickets to their event.
The ultimate objective of event planning is to create a long-lasting experience in the minds of the audience. The event description is the foremost piece of content that visitors see and you cannot compromise on its quality! Since the first impression creates a great impact on the readers’ minds, it can easily be the ‘make or break’ section of your event website. Steer clear of the mistakes mentioned above and follow these tips and tricks to the core to increase ticket sales and attract more audience to your event.
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