Don’t forget this one thing when creating your website

Believe it or not, you don’t have to be a developer to create a winning website.

Hi y’all,

Welcome back to Busy Season, your guide to the hot takes, pro tips, and real stories sweeping the events industry.

Last week, we talked about why you should list pricing on your website. But tips like that can only go so far without a winning website strategy. So let’s get into it.

So many event companies’ websites fall short — and that’s because they try to be everything to everyone.

But let’s step back a minute. If you take the “catch-all” route, you risk coming across as disingenuous. Your site visitors can’t tell what makes your company authentically you. A good website starts when you define what kind of clients you want.

Think about your group of friends. The people you like surrounding yourself with probably have a certain je ne sais quoi about them, but they’re also almost certainly unique. 

Similarly, the more successful brands have a unique aesthetic to attract a certain audience. Walmart isn’t trying to sell to Saks Fifth Avenue customers. Louis Vuitton isn’t after folks who shop Coach. It’s not that one brand is better than the other, but rather that they each have a target audience.

So, which clients do you like working with the most? And which clients generate the most revenue for your business? The overlap in that venn diagram is your target audience.

Once you know your audience, you’ll also need to provide a clear call to action like “Inquire Now” that makes it easy for folks to do business with you. I’d recommend our Website Integration, which does a phenomenal job of that. And voila! You’re done.