Think a great festival website needs to be jaw-droppingly beautiful to capture people’s interest? Think again. You’ve only got a matter of seconds to attract a visitor’s attention before they leave — and the best way to do that is with clear communication.

For your festival, that means you need a clear and catchy headline and description, as well as engaging visuals. Here’s the basic anatomy of a successful festival website so your team can build one optimised for sales.

Make the most of your event’s images

The human eye processes images in 13 milliseconds, much faster than it can read. That’s why it’s critical to use engaging visuals of attendees enjoying your festival across promotional assets.

Here are four simple ways to improve your photography game:

  1. Use images of satisfied attendees in prominent places on your website
  2. Highlight images of the venue and your performers further down your web pages
  3. Invest in a professional event photographer to get high-quality images
  4. If a pro is too costly, you can use stock photography (just make sure you can use it for free!)

Use attention-grabbing headlines and descriptions

The secret to crafting headlines and sentences that pique visitors’ interest is understanding your event’s value proposition and being concise with your copy.

Here are five easy ways to bring your festival website copy to the next level:

  1. Use bullet points when possible to make it easier for people to skim through
  2. Limit paragraphs to three or four sentences
  3. Consider using helpful and relevant links in your copy, like FAQs
  4. Use benefits, not features, in your headlines and descriptions
  5. Always use the active voice (never passive voice)

Make the date, time, and location of your festival prominent

Once your event website has grabbed someone’s attention, make sure they can scan the page and find out when and where your festival is, as well as how much it costs to attend. The higher up this information is on your homepage, the better.

Follow these tips for prioritising date and time on your landing page:

  1. In addition to including the date and time in the header of each page, make sure to repeat these important details in the footer
  2. Embed a Google map into your “About” page, which also improves SEO

Create a “call to action” that drives ticket sales

Your festival website is a treasure map, and your call to action (CTA) is the giant red ‘X’ that says “Over here!” After an interested event-goer has decided to attend your event, they shouldn’t have to figure out where to go to buy a ticket.

Follow these best practices to help visitors to your website buy tickets:

  1. Put a CTA button up top on the homepage of your website
  2. Use active language, like “Get Tickets”
  3. Make it pop by using a contrasting colour for the button

Add your festival schedule or lineup

People want to know who’s performing and when. Make sure you don’t present that information as a boring list, though. Your website visitors will expect an interactive and easy-to-read lineup.

Here are three easy ways to take your schedule from boring to exciting:

  1. Do some research on how your competitors’ present that information and pick what you like (pop-ups that overlay on the webpage are a popular approach right now)
  2. Gather talent bios and photos as soon as you confirm them, so you have the content
  3. Make each description punchy and engaging, whether it’s the artists performing or activities festival-goers will enjoy (see copy tips above)

List of event sponsors

From big-name festivals to smaller, local events, festival sponsors can add credibility and extra budget. And, giving sponsors space on your site is another activation you can offer them.

Here’s how to incorporate sponsors on your website:

  1. Don’t just feature sponsor logos on your website’s home page. Instead, tell visitors why they’re important partners and how they’ll enhance the experience.
  2. If you have a blog on your festival website, ask sponsors to write a guest post that encourages attendees to drop by and meet them in person

Put these tips into action with real-life examples

Your festival website should be the ultimate salesperson for your event. Find out how to make it work for you with some help from our guide to creating an event website to sell out your event.

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