These days, it’s pretty likely that while planning an event, you’re going to create an event website. It’s important to remember that your event website should be an extension of the brand the event is for – not a completely separate entity. You want potential attendees to recognise the site as belonging to the organisation creating the event. A brand is important. It’s a symbol of what your company offers and creates familiarity and accessibility with the consumer. Below are a few easy things to keep in mind when building your event website:
Your organisation’s logo is the most important and recognisable image that needs to be on your event website. Make sure the logo used is high resolution — you don’t want to have a grainy logo to be the first thing a potential attendee sees. It doesn’t need to be the biggest element on the page, but it does need to be there. Adding a logo to the header or top of the page will ensure that website visitors see it. If your event has a logo and your company has a different one, put both on the website.
Most likely, your event colour scheme aligns in some way with your logo or your company colour scheme. This is not the time to deviate from your normal colours and try a crazy combination of fuchsia and neon yellow (unless those happen to be your company colours). Keeping website colours the same, or in the same theme, as company colours will make your website recognisably aligned with your brand.
Some sites only offer a limited selection of fonts to choose from. Think past the default and try to find a font that most closely matches your standard company font. Your attendees are used to seeing your unique font and associate it with your brand. Don’t make them wonder why your event website features Comic Sans when your company font is a more professional Gotham.
Don’t overcomplicate your layout. While you may be able to add in tons of graphics, sidebars, and design, keep it simple. Don’t be afraid of white or empty space. Information stands out more when the design or too much text isn’t overcrowding and overshadowing it. Make the main information the star of the show.
If you use images (and you should use some kind of graphic, whether that’s icons or pictures), make sure they’re in high resolution. Different screens have different resolutions and what looks good on a mobile device might look fuzzy on a large monitor. The quality of the website reflects on your company brand. If the resolution of the image you plan to use is not high enough, it might be better not to use it altogether than to risk providing the visitor a less than perfect viewing experience.
Who is this event attracting? What type of person does your company reach? Keep your ideal customer as well as your company’s branding in mind, , when writing copy for the website. If you’re planning a serious conference, speak professionally. If your company tone is casual, don’t use big words, sterile descriptions, or abbreviations.
Want more? Read: Building a Connection: What Makes an Event Website Awesome