Plan your way to an incredible website!

When asked to write a blog post about event planning websites, I initially took a deep breath. I can count on two fingers my life milestones which might require an event planner before I hit 30: graduation and marriage. I’m not anticipating hiring a planner for anything. This is based more on my personality than on economics. Simply put: I like small events. I respect people who throw large events, I love attending big parties, and I may eventually make my income planning these fetes. But, in my own life, I’ll choose a dinner party of 10 rather than buying out the Hyatt ballroom every time.

So, when asked to evaluate event planner websites, I wasn’t quite sure what to do. I have neither the drive nor the finances to hire a planner. I’m not super up-to-date on industry developments. How could I free-write on a subject I know virtually nothing about? And then it hit me: I look at websites for event planning services all the time. And so do you.

You don’t have to be a formal event planning service to plan events. DT doesn’t derive its income planning weddings in Balboa Park (Although Sarah might like that!), but I’m living proof that there is an Event Planning slot to be filled. Every time you go to a website for a movie theatre, hotel, museum, marketing company, or special event, you’re likely to encounter an event planning component.

Check out these 6 tips to make your website stand out (events planning or no!):

1. Your website is the public face of your company.

While I’ve never tried to hire an event planner, I’ve definitely tried to be hired by one. And, from the prospective employee position, the website matters! Yesterday, an acquaintance from high school emailed me asking for career advice. This is an excerpt my email reply. It’s not something I made up for this post — this is what I look for in a website:

“When you’re searching for a job, it can be tough to tell who’s good and who isn’t. My general rule of thumb is that, if their website sucks, I’m really wary. I’ll still continue the interview process, but I definitely take note of it. If your job (marketing, PR, events) is to make somebody look really good for the public/their guests, then your public face (the website) should also look good if you know what you’re doing. Also, check out the dates on the site: if their News or Awards section hasn’t been updated since 2005, that’s bad.”

So, be sure to keep your site looking up-to-date and polished. I was conducting research this weekend, and actually came across a company that hadn’t updated anything since 2005. I was sort of horrified for them. It makes me think that you either used to be good but you took a huge dive, or haven’t done anything worthy of note in three years. Not good. Obviously, no broken links, but also make sure that your links actually matter. I was shocked to visit the online events planning page for a major San Diego hotel recently, and to discover that the site was just… well,… BAD. There were links, but then they just took me to pages that didn’t tell me anything new. Links on the page which led back to the same page. That’s also terrible– you never want a potential client to go to your site and become frustrated because you’re wasting their time.

2. Know your audience.

This is always true, but I’m speaking specifically with regards to event descriptions, particularly movies. I have become so mistrustful of movie descriptions by movie theaters, reviewers, venues, and trailers that, if I’m on the fence, I just go ahead and read the spoilers. I’d rather know the plot than waste $10 and 2 hours. Last night, a venue described a movie that sounded terrible. I didn’t want to go near it. I researched a little more, and ended up thinking it sounded fantastic. But, based on the event description given, I never would have initially gone. And, if I’m doing that with a $10 movie, think about how your guests will respond with a much larger and more expensive event.

3. Stay true to yourself.

Your website should be an extension of yourself and of your company. I love a beautifully designed website that makes me say “Wow, cool”, but my favorite type of moment with a website is when I look at it and realize, “Oh my gosh– this website is *exactly* like the venue/service/owner”. Having a moment of connection– “This website physically LOOKS like what the company is trying to go for” — that’s awesome, and it really ties consumers to the site, because they feel like they made that connection themselves, and understand the company.

4. Strut your stuff!

I’m a strong advocate of including awards and press. You gotta showcase yourself: if you don’t let people know why you’re great, they might never find out!

5. If you are hosting any kind of large event, include a map. Seriously.

Fact: Whenever I go outside my work/home/gas station/grocery store bubble, I do not know where I am going. And I will probably get lost. And then I will become angry.

Let’s be real. You don’t want me showing up to your event tired, late, and pissed off. So, let’s fix this. Not everyone is living in the Renaissance of Tom Tom. Some of us are still back here in the Dark Ages of Mapquest. Please include driving directions.

This also extends to other basic event details. I recently went to an art festival with a friend. We arrived about an hour before the event was scheduled to end… and greeted a ghost town. I know that it can be difficult to predict an event’s duration, based on attendance, etc., but it’s kind of a bummer to drive across town just to find yourself… alone on an empty street across town.

The National Cherry Blossom Festival does a great job of attending to detail. I know they’re like, the biggest event EVER, and 1,000,000 people go, but it’s a really great example for inspiration. Their site is a phenomenal resource tool– it told me how to get there from UVA, where to park, festival history and affiliated events, and other area events. And, even with my refusal to awake prior to 11am, multiple wine stops along the way, and my unique driving style, we all managed to get there and have an incredible time. Now, THAT is one impressive event.

6. A website is not a substitute for meeting in person.

As anyone who has either a) internet dated, or b) internet apartment-hunted knows: what you see online is not always what you get.

If something just doesn’t feel right, or things just aren’t clicking in-person, listen to your gut. Everyone has a different aesthetic and work style, and, even if someone is good, they might not be you. Check out the work, but also check out the person. Because, even if someone’s work looks like this, they might not be the designer for you.