We cover everything event professionals need to know about website strategy. Learn how to start and promote a party rental business, a wedding business, or other type of event business online with these tips. Bring in new clients and watch your company grow! Click a topic to scroll down.
1. Before We Get Started: Website Strategy Terms
2. Why Is a Website Important to My Event Business?
3. How Do I Create a Party Rental Web Design Strategy?
4. 5 Top-Level Tips for Website Strategy
5. All Things SEO: What Event Pros Need to Know
6. UX Basics for Event Profs
7. Website Audit Checklist for Event Pros
8. How Does Event Software Empower My Web Strategy?
Search Engine: A program used to search and find websites on the internet. Think Google, Yahoo!, or Bing.
Query: The word or series of words that a search engine user types into a search bar. “What is a query” typed into a search engine, for instance, is an example of a query.
Crawl: When a search engine finds and “reads” a web page to find the best matches for a query.
SEO: Search Engine Optimization, the process of creating a website or writing content that can be crawled by search engines and found by your target audience.
UX: User Experience, a user's overall experience with a product.
Brand Image: The overall perception of a brand based on past interactions. (Examples: cutting-edge, funny, reliable, great service, etc.)
Landing Page: The first page that site visitors see when they click a link to your website from an ad, social media post, or search engine result. This is different from your homepage, as targeted campaigns should generally lead to a targeted landing page.
As an event professional, your website serves as a digital showroom to showcase everything you offer. It's your opportunity to market your event business to your clients while they're on the go. It's also one of the best ways to make a great first impression, since most people scope out a business online before making a purchase. If your clients are pulling up your website and your competitors' websites to compare and contrast, you want to come out on top by emphasizing what makes you unique.
In today's age, it's expected that every business has a website. Organic search, which occurs when someone Googles something (types a query into a search bar), is becoming a huge winner of website traffic that later converts into paying customers. Having a website means that your business is more likely to be found by clients who are looking for the services you provide. If a website isn't part of your event rental company marketing strategy, you're likely missing out on a large number of leads for your business.
Your website also makes your party rental marketing and general business efforts more measurable. Wondering how many eyes are on your inventory? Curious to know which of your services people are most interested in? How about the number of quote requests you get each month? All that and much more can be found by digging into your website analytics. With this information in hand, you're well equipped to make even better future decisions for your business.
Either you have a website already, or you're looking to build one. How do you go about creating a website strategy that's going to work for you and your event company? Web development for a strong party planning website takes research, effort, and time. However, the results pay off when you have an influx of clients coming in because they saw your professional, polished website.
As an event professional, your main goal is most likely to have someone submit a quote request or get in touch with you about booking your business for an event. You may have some smaller website goals, such as completing the sign-up for your newsletter, or downloading a how-to guide. Whatever it may be, you want to direct your visitors to the proper spot to complete these goals.
What message do you want to send to visitors when they're on your website? What makes you different than your competitors? Everything on your website, from the colors and fonts, to the images and layout you choose affects a visitor's view of your brand.
While you'll eventually want a digital site map (typically in the form of an XML document), you'll first start out with a physical outline of how you want your website to be built. This means drawing out the way you want your menus and pages to link together.
If your main goal is to get a visitor to contact you to start the quote process, then you want to make that as easy as possible for them. This means adding links to all your pages that go to the contact form, wishlist builder, or landing page. This can be done by adding calls-to-action (CTAs) or hyperlinks.
Your website will constantly evolve as you get to better understand your traffic patterns. Use tools like Google Analytics and Google Search Console to measure the success of your website. From there, you'll be able to make the best decisions for your event business.
There are lots of common mistakes that event professionals make when it comes to building a website. We've listed the top 10 common website mistakes to avoid, with tips and tricks to do so, on our blog. Read more here.
Imagine spending hours and hours building a beautiful website, only to outgrow it in a few months. Some platforms may not allow third party apps or integrations that you’ll need down the line— you don’t want to be stuck with one of these. Make sure to build your events website on a platform that is flexible enough to support your business in the long run. This is a key factor in deciding which platforms are best for event pros.
Sometimes DIY isn’t the answer. When your website requires capabilities that you aren’t able to program yourself, it will be a better move to outsource development rather than wasting time or creating a faulty end result.
All of the information that your site visitors will want should be readily available on your website. Your customers shouldn’t have to hunt down your location, contact information, or business hours. You should also include reviews, testimonials, and pictures, so that new site visitors can properly evaluate your business. Make sure your website covers all the basics.
Make it easy for your customers to rent from you. If they can only contact you during your office hours, you will lose potential customers as they leave your site for your competitors’. Save time and convert more customers by syncing your inventory with your website.
By hiding your prices, you’re asking potential customers to make a leap of faith by reaching out to you. They’re much more likely to just go somewhere else where they know what to expect. Prices don’t scare away qualified customers— they simply weed out unqualified leads.
SEO, or Search Engine Optimization, is the process of creating a website that can be found by search engines. You've spent all this time creating a website— don't you want people to see it? SEO is one of the best marketing strategies for event professionals because:
There are many benefits to event companies when they spend time creating an SEO strategy.
Through a combination of different strategies, you and your event company can move to the top of Google, grabbing the #1 spot over your competitors.
Everything from titles and alt text, to blog posts and keywords for event management, to page load speed and backlinks impacts your SEO. Measure your success with various tools so that you know where you're acing the SEO game and where you can make improvements.
UX, or user experience, is a user's overall experience with a product. It typically refers to ease of use and functionality, as well as how enjoyable the product is to use. You want to design a website that gives your visitors the best possible user experience.
SEO is what first gets people to your website, but UX is what makes people stay.
The whole point of UX is to create a positive, enjoyable experience for anyone who visits your website.
UX is incredibly important for any event professional's website.
When thinking about UX, you consider everything from fonts and color scheme, to calls-to-action (CTAs), plus the time it takes for the website to load. Do you have lots of stock photos or confusing language? Both of these make for a less-than-ideal user experience. You should also ask yourself if you are giving your users a clear way to contact you or take some other next step.
You can learn a lot by running a miniature user test, in which you have a friend or family member who isn't familiar with your website explore it. While they click around you site, have them voice their thoughts out loud. What are they clicking and why? Learn what they like and dislike about the experience so that you can make improvements going forward.
You should also pay attention to your own experiences on others' websites. What frustrates you when you visit a new website for the first time? Is there anything other websites have that you really appreciate? Take a look at your competitors' sites as well, so you can see the areas they excel in, as well as the areas of opportunity.
A website audit is an examination of your overall website, as well as the individual pages. When performing an audit of your party planning website, you should look for factors that may be causing harm to your search engine optimization or user experience.
The benefits of a website audit are:
When you are able to find errors and fix them, your website will be in its best shape. This means more happy, paying customers for your event business.
It's important to know what to pay attention to and measure when performing a website audit. After you've analyzed your web traffic and page performance, you'll have a good idea of your business goals for your website. Do you want increased traffic? More conversions? A more professional user experience? Whatever your goal is, be sure to have it in mind when you're performing your audit.
Woorank provides a lengthy site analysis report that dives into a bunch of different areas, including SEO, usability, social media, and more.
Moz is an all-in-one SEO tool that highlights broken links, duplicate content, issues with meta descriptions, and more. You can check your keyword rankings and your inbound link status here as well. Moz Pro is great for conducting a competitor analysis too.
This free Chrome extension detects and highlights broken links on any webpage. Say goodbye to 404 error pages with this handy tool!
Screaming Frog's SEO Spider looks at your website and flags any areas that require SEO improvement. Audit redirects, find duplicate content, generate site maps, and more with this tool. You can crawl 500 URLs for free to try it out.
These free tools from Google give you insight into your entire website's performance. Learn hot keywords in your market, find URL errors, and identify areas of improvement for page load speed.
Interested in using some of these tools for your own website? Read our full list of the top 10 free (or mostly free!) SEO tools for event profs.
Websites are becoming more important than ever as customers continue to gravitate toward online shopping. As your digital showroom, your website should represent your brand and be well maintained, meaning updated information and no broken links, etc. Keeping up with this can be complicated and time-consuming, especially at the pace of the event industry. This is why smart software that empowers your website strategy is a serious life-saver!
It's no secret that the faster you respond to a potential client, the more likely you are to earn their business. In addition, the younger generation doesn’t like talking on the phone and wants to be able to shop any time, day or night. You can give them a way to get that instant gratification while still maintaining full control of the sales process. You can also enjoy the benefit of walking into your office and already having potential new revenue sitting ready for you.
We've got the solution to satisfying clients' desire for instant gratification. Goodshuffle Pro offers the popular Website Integration to pair with your website. Potential clients looking to start the rental process can submit a wishlist on your website of all the inventory pieces they'd like to rent. A proposal is immediately created in Goodshuffle Pro, which you can then tweak as desired before sending the official quote. You still maintain full control over when the quote is sent.
Because Goodshuffle Pro automatically syncs your inventory to your website, you no longer have to worry about updating your site with new pieces. This means you save hours of valuable time that can be put towards other high-level activities. Keeping the inventory on your website up-to-date is important, so you need to make sure that it's easy to ensure that this happens. We help you with this by feeding all changes you make to your inventory in Goodshuffle Pro into your website automatically. Goodshuffle Pro users have seen up to a 95% decrease in the amount of time they spend on their website. Learn how Cam Petty, Owner and CEO of Render Collective, used Goodshuffle Pro to enhance her business's website.
Looking to completely revamp your website, or even build one from the ground up? Work with one of Goodshuffle Pro's preferred partners to create your dream website.