Websites aren’t for ‘setting and forgetting’, they need regular check-ups and fine-tuning to consistently maximize conversion rates and optimize user experience. The following questions will help you evaluate three key areas that can drastically impact the effectiveness of event websites.
- Are new prospects finding you? If you don’t have a written search engine optimization (SEO) strategy or haven’t revisited it in a while, it’s time to do so. A strong SEO strategy is focused on keywords, content, relevancy and ultimately getting more traffic to your site. Google is constantly updating its ranking algorithms, so if you aren’t staying current, your website might not be found easily when prospects are searching.
- Are you providing an optimal mobile user experience? Mobile website traffic is on the rise as more people are doing research from their phones. It is important that your event site is mobile-friendly and allows users to interact and engage, without being annoyed or inconvenienced. Being aware of how your prospects and registrants are consuming your content is a critical step to improving the attendee experience and optimizing for conversions.
- Are your website analytics giving you what you need to constantly improve your site? Big Google Analytics changes that will drastically affect your website tracking abilities are coming soon. Google is sunsetting Google Analytics Properties beginning July 1, 2023, requiring all users to upgrade to GA4. If you have not made this change yet, consider prioritizing this as soon as possible. Ultimately, it will mean great things for your reporting capabilities.
It’s easy to get overwhelmed with keeping your website up to date and aligned with attendee needs. An event website health check can help you prioritize short term fixes and recommend how to plan for bigger issues with your current website infrastructure or strategy.