Web tips
How to get £100k out
of your website
ASP is a UK-based event tech business that builds websites
for over 300 events and exhibitions worldwide. Commercial
director Jon Benjamin gives us his top tips on making your
website key to your event’s success
even seconds
When someone lands on
your website, you have
less than 10 seconds to
capture their attention. For an event
website, we have found that to be less
than seven seconds. So, what is the
key to capturing attention? We have
found it is vital to remember the five
Ws: Who, What, Why, Where and
When. Making these elements clear
avoids confusion and frustration to
the viewer, giving them a better initial
experience with your show. capable of adding serious money to
your bottom line. Across our 300+
websites, our exhibitor and partner
pages are nearly always in the three
most visited. Why? Through our digital
marketing tools, organisers can sell
on-site space to their exhibitors and
partners so these companies can then
use the event website to heighten
their exposure while providing
useful content to visitors. Two clients,
who recently started using our web
platform have already made over
£100,000 through using this tool.
Keep it simple
It is tempting but try not to throw
the kitchen sink onto the immediate
landing page/hero area of your
website.
The primary objectives of an
event website are to communicate
show information and to increase
registration while also creating
an uplift in partner and exhibitor
revenue. Once you have covered their
immediate needs (the five W’s) in that
hero area you can then introduce the
deeper content through the navigation
bar and in the scroll down. Get personal
All event websites nowadays have a
“We have found it is vital to
remember the five Ws: Who,
What, Why, Where and When.”
registration tool to capture data but
too often a high percentage of these
registered users don’t attend the event
they signed up for. We believe one
of the reasons for this is the lack of
personalisation in the touch points
those registered users have after that
initial interest.
We have created a tool where
users can make appointments with
exhibitors and attendees, as well as
‘liking’ content they have read so we
can offer them related content for
them to read too. This data is then
used to help organisers curate their
showfloor content. We have seen an
increase of over 50% in attendees to
shows of organisers who utilise this
engagement application.
Don’t overspend!
We have clients that previously spent
tens of thousands on websites that had
all the bells and whistles, but was just
so tricky to use.
At ASP, we have worked hard to
ensure we have a very easy-to-use
back end to the website, making it easy
to upload content. What’s more, as
part of any web package bought from
us, we train as many of the organiser’s
team as required, making sure that
there isn’t just one overworked
marketer getting drowned in content
that they need to put on the website.
Many hands make light work!
Super six
Over our 22 years of building websites,
we have found that it’s best to make
sure that on your navigation bar you
have no more than six menu items
and fewer than six drop downs. Think
UX (user experience) - too much choice
can equal confusion.
Bulking up your bottom line
An event specific website should be
w w w.exhibitionworld.co.uk
Issue 5 2019
89