Tradeshows, events, webinars, private seminars and any other type of event you promote through the Internet will p̶r̶o̶b̶a̶b̶l̶y need a landing page. For a successful event you’ll need to make sure people are going to be there (stating the obvious I know).
But to convince your prospects to visit your event or to be online for your webinar is easier said than done. You’ll need to tell them all the reasons they must attend and the benefits they will gain. In today’s article I’m going to reveal 5 points every great event landing page needs to have.
1. Unique selling point (USP)
The USP is usually the benefit the prospect will gain from attending. For example, if you have a booth at a tradeshow event you may want to state that it will be the first time you’ll reveal a new product, it’s a chance to get actionable insights and expert advice from [insert name here] or that you’re giving away lots of FREE products.
There should be one clear unique selling point that compels your prospects to register.
2. Video or images of your product/event
Every event landing page needs to have either a video or image that further conveys the event. Digital Summit Dallas use several moving images and videos to further emphasize what to expect at their event: 
Videos tend to work better than pictures as they do a much better job at showing the energy and buzz around your event as opposed to images. If you’ve got footage of a previous event, place it on your landing page.
3. Don’t forget the benefits!
Prospects will only attend your event if they receive some sort of benefit from going. Your ability to clearly list the benefits will be the biggest onpage factor in whether prospects attend or stay at home.
Digital Summit Dallas did a great job with their event landing page, listing 6 benefits/learning outcomes from attending: 
It’s fine to mention the features (special guests, size of event) but make sure the landing page focuses on the benefit they will gain from attending. Time is of great value to your prospects, clearly state all the benefits they will receive if you want them to turn up.
4. Social proof
Landing pages have a single agenda to convert the prospect. Compared to writing a blog post that has an optin form at the bottom, a landing page is a much more aggressive type of marketing material, and for that reason they require social proofing to back up your claims.
Social proofing can be video testimonials from past attendees, or it can be what authoritative figures are saying about your upcoming event.
Digital Marketer for their Traffic and Conversion Summit have gone with 6 video reviews from past visitors as their social proof: 
While Digital Summit Dallas have cherry picked top quotes from authoritative people in their
industry:
5. Call to action
If you’ve done everything right on your event landing page so far, all that’s left is the call-to-action. For most events, I think it’s much more effective to have a button that redirects prospects to a new page rather than listing several form fields below that they must fill in.
It makes your landing page look cleaner and is less offputting for prospects to make the final action. Also, if you’re offering a number of packages it’s much better to send them to a new page or screen to finish the process as Digital Summit Dallas do: 
Summary
An event landing pages differs from most regular landing pages where you’re offering a free lead magnet or product.
Typically the prospect isn’t required to do anything other than hand over their email address or order directly and wait for their item to be delivered. With event landing pages you’re asking them to leave their home and come visit your event.
For this reason alone, you’re going to require a much more compelling land page to achieve this goal.
Don’t underestimate the power of social proofing in marketing your events, they go a long way to converting on the fence prospects into happy customers. If you follow these 5 points in your next event landing page, you may need to make an extra trip to Ikea to get enough chairs for everyone!
Nick Bridges
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