[{"data":1,"prerenderedAt":1989},["ShallowReactive",2],{"top-banner-en":3,"blog-article-event-website-seo-guide-en":4},{"prismicDocument":-1},{"prismicDocument":5,"relatedArticles":541,"relatedPages":1988},{"id":6,"uid":7,"url":8,"type":9,"tags":10,"first_publication_date":12,"slugs":13,"linked_documents":15,"lang":16,"data":17,"_source":537},"en_blog_article_creation-site-evenementiel","event-website-seo-guide",null,"blog_article",[11],"global","2026-07-02T10:08:00+0000",[14],"creation-de-votre-site-evenementiel--comment-booster-sa-visibilite-grace-au-seo",[],"en-us",{"distribution":11,"article_title":18,"author_name":24,"publication_date":25,"banner_image":26,"article_content":37,"main_tag":521,"body":522},[19],{"type":20,"text":21,"spans":22,"direction":23},"heading1","Creating your event website: how to boost its visibility with SEO",[],"ltr","Joy GRAND","2025-12-12T08:40:00+0000",{"dimensions":27,"alt":30,"copyright":8,"url":31,"id":32,"edit":33},{"width":28,"height":29},900,600,"Three smiling professionals gathered around a laptop, analyzing data together during a meeting in a modern office.","https://images.prismic.io/digi-www/aTqfKHNYClf9oDmz_ChatGPT-Image-11-d%C3%A9c.-2025_-11_36_06.webp?auto=format%2Ccompress&w=900&h=600","aTqfKHNYClf9oDmz",{"x":34,"y":34,"zoom":35,"background":36},0,1,"transparent",[38,42,45,48,51,53,57,67,70,76,81,86,89,92,94,97,100,102,106,109,114,127,132,134,136,139,142,144,148,151,153,159,165,167,172,180,190,192,195,198,200,212,214,217,220,222,225,228,234,236,244,246,249,255,258,261,266,271,275,283,285,288,293,296,298,301,304,312,314,317,320,323,328,333,338,340,343,345,348,351,354,357,362,366,371,373,379,381,384,393,396,399,402,405,410,415,419,423,425,428,430,433,436,443,450,458,465,481,489,497,505,512,514],{"type":39,"text":40,"spans":41,"direction":23},"paragraph","Are you thinking about creating your event website, or is your project already well underway - but have you included SEO optimization in your plans? Thanks to this three-letter acronym, your site becomes visible on search engines like Google. \n",[],{"type":39,"text":43,"spans":44,"direction":23},"Do you want to turn your event website into a magnet for attendees? You need to focus not only on SEO, but also on GEO, its counterpart for getting a site referenced by generative AI.",[],{"type":39,"text":46,"spans":47,"direction":23},"",[],{"type":39,"text":49,"spans":50,"direction":23},"In this article, we explain everything you need to know on the topic, along with best practices for optimal SEO.",[],{"type":39,"text":46,"spans":52,"direction":23},[],{"type":54,"text":55,"spans":56,"direction":23},"heading2","What is SEO (or organic search)? ",[],{"type":39,"text":58,"spans":59,"direction":23},"SEO, acronym for Search Engine Optimization, or \"référencement naturel\" in French, is the art of optimizing your site so it appears in the search results of Google and other search engines , naturally, without paid advertising.\n",[60,64],{"start":61,"end":62,"type":63},86,154,"strong",{"start":65,"end":66,"type":63},188,189,{"type":39,"text":68,"spans":69,"direction":23},"SEO rests on three pillars: ",[],{"type":71,"text":72,"spans":73,"direction":23},"list-item","The \"technical\" pillar. Among the technical SEO criteria to consider, you should make sure your website's structure is optimal and allows smooth navigation, that your site loads quickly, and that it displays correctly on all types of screens (desktop, tablet, mobile).",[74],{"start":34,"end":75,"type":63},22,{"type":71,"text":77,"spans":78,"direction":23},"The \"popularity\" pillar. Your event website needs links pointing to it (to prove its good reputation to search engines), but also links pointing to other authoritative sites (called outbound links).",[79],{"start":34,"end":80,"type":63},23,{"type":71,"text":82,"spans":83,"direction":23},"The \"content\" pillar. Your site needs content (static pages and blog articles) optimized around the keywords your target audience types into search engines. This content must offer real added value and be updated regularly.",[84],{"start":34,"end":85,"type":63},20,{"type":39,"text":87,"spans":88,"direction":23},"\n",[],{"type":39,"text":90,"spans":91,"direction":23},"It's important to understand that SEO is a long-term investment, unlike paid search advertising, known as SEA for Search Engine Advertising. Results from an SEO strategy can start appearing after three months, but it usually takes about six months to see real benefits. And above all, it's crucial to keep working on your strategy to maintain these results over time!",[],{"type":39,"text":46,"spans":93,"direction":23},[],{"type":54,"text":95,"spans":96,"direction":23},"Why pay attention to SEO when creating your event website?",[],{"type":39,"text":98,"spans":99,"direction":23},"Wondering whether you should include SEO in the marketing checklist for your event site or platform? The answer is probably yes, and here's why.",[],{"type":39,"text":46,"spans":101,"direction":23},[],{"type":103,"text":104,"spans":105,"direction":23},"heading3","The benefits of creating a well-referenced event website",[],{"type":39,"text":107,"spans":108,"direction":23},"Organic search for your event website is a real must-have for achieving one of these three goals: ",[],{"type":71,"text":110,"spans":111,"direction":23},"Attract visitors before the event. From your website, you can manage attendee registrations through a form, as well as publish and centralize the practical information they need. But to communicate effectively through your site, you need your guests to find it easily, including on search engines.",[112],{"start":34,"end":113,"type":63},33,{"type":71,"text":115,"spans":116,"direction":23},"Maintain a presence between editions, to boost attendee engagement. A well-referenced website lets you share recaps of the previous edition, or engaging content teasing the next one.",[117,119],{"start":34,"end":118,"type":63},36,{"start":120,"end":121,"type":122,"data":123},41,66,"hyperlink",{"link_type":124,"url":125,"target":126},"Web","https://www.digitevent.com/en/blog/5-tips-to-boost-attendee-engagement","_blank",{"type":71,"text":128,"spans":129,"direction":23},"Maximize conversion without spending more on advertising. The great advantage of SEO is that it increases your event's visibility without growing your event promotion budget.",[130],{"start":34,"end":131,"type":63},56,{"type":39,"text":46,"spans":133,"direction":23},[],{"type":39,"text":46,"spans":135,"direction":23},[],{"type":103,"text":137,"spans":138,"direction":23},"Does your site really need an SEO strategy?",[],{"type":39,"text":140,"spans":141,"direction":23},"Depending on the type of event you're organizing, your SEO strategy may vary.",[],{"type":39,"text":46,"spans":143,"direction":23},[],{"type":39,"text":145,"spans":146,"direction":23},"Case #1: one-off events",[147],{"start":34,"end":80,"type":63},{"type":39,"text":149,"spans":150,"direction":23},"Let's start with the case where you're organizing a one-off event, such as a roadshow, a product launch, or a single conference. In this case, your event website will have a short lifespan (around three weeks).",[],{"type":39,"text":46,"spans":152,"direction":23},[],{"type":39,"text":154,"spans":155,"direction":23},"SEO won't have time to take effect then. You'll therefore need to prioritize other marketing levers to promote your event, such as SEA, email, or direct communication. However, it will always be important to optimize your site's technical pillar, especially so it's smooth and easy to use for your attendees.\n",[156],{"start":157,"end":158,"type":63},191,245,{"type":39,"text":160,"spans":161,"direction":23},"And don't forget: it's always possible to reuse this site for another event, to get more value from your SEO work. For example, you could create a main domain (such as \"evenement-entreprise.fr\"), then host your one-off pages on subdomains to capitalize on your main domain's authority.",[162],{"start":163,"end":164,"type":63},30,75,{"type":39,"text":46,"spans":166,"direction":23},[],{"type":39,"text":168,"spans":169,"direction":23},"Case #2: recurring events",[170],{"start":34,"end":171,"type":63},25,{"type":39,"text":173,"spans":174,"direction":23},"Second scenario: websites for recurring events, such as annual trade shows. These sites stay active year-round, or are reused for each edition. ",[175],{"start":176,"end":177,"type":122,"data":178},63,74,{"link_type":124,"url":179,"target":126},"https://www.digitevent.com/en/blog/how-to-organize-a-trade-show",{"type":39,"text":181,"spans":182,"direction":23},"In this case, SEO becomes strategic for capturing visitors from one edition to the next, building on your brand's reputation, and ranking for recurring queries, for example \"HR trade show registration 2025\". ",[183,186],{"start":184,"end":185,"type":63},26,87,{"start":187,"end":188,"type":189},174,205,"em",{"type":39,"text":46,"spans":191,"direction":23},[],{"type":39,"text":193,"spans":194,"direction":23},"For example, for a trade show held every October, you'll need to work on SEO starting in February or March to gradually move your site up in the search results. Then, from September or October, you can activate SEA to boost registrations.",[],{"type":39,"text":196,"spans":197,"direction":23},"Just be careful to favor domain names without a year in them, so you can keep the same domain and keep building your SEO.",[],{"type":39,"text":46,"spans":199,"direction":23},[],{"type":39,"text":201,"spans":202,"direction":23},"“SEO is a long-term effort, but by adopting the right habits, you can build a well-referenced website that attracts new attendees edition after edition. But be careful: while the \"content\" pillar is easy to manage yourself, the \"technical\" pillar can be more complex, particularly when it comes to site loading speed or security. To help you with this, you can call on a developer, or choose a turnkey solution like Digitevent”, Rémi Fontaine, Head of Customer Success",[203,205,210],{"start":35,"end":204,"type":189},426,{"start":206,"end":207,"type":122,"data":208},429,468,{"link_type":124,"url":209,"target":126},"https://www.linkedin.com/in/r%C3%A9mifontaine/",{"start":206,"end":211,"type":63},442,{"type":39,"text":87,"spans":213,"direction":23},[],{"type":54,"text":215,"spans":216,"direction":23},"7 best practices for SEO optimization of your event website",[],{"type":39,"text":218,"spans":219,"direction":23},"From design to hosting, not to mention semantics and user experience, SEO requires attention to many details. Start by focusing on the following seven SEO best practices when creating your event website.",[],{"type":39,"text":46,"spans":221,"direction":23},[],{"type":103,"text":223,"spans":224,"direction":23},"Check that your site is properly indexed",[],{"type":39,"text":226,"spans":227,"direction":23},"First, once your site is live, make sure it's properly indexed by search engines. To check this, try typing into Google: site: votredomaine.fr. If no results come up, your site isn't indexed yet.\n",[],{"type":39,"text":229,"spans":230,"direction":23},"To fix this, submit your sitemap to Google Search Console to get your pages indexed. ",[231],{"start":232,"end":233,"type":63},13,58,{"type":39,"text":46,"spans":235,"direction":23},[],{"type":39,"text":237,"spans":238,"direction":23},"Need technical help with this? At Digitevent, we take care of setting up your Search Console when we create your event website.",[239],{"start":240,"end":241,"type":122,"data":242},34,44,{"link_type":124,"url":243,"target":126},"https://www.digitevent.com/en/feature/saas-tool-website-creation-event-registrations",{"type":39,"text":46,"spans":245,"direction":23},[],{"type":103,"text":247,"spans":248,"direction":23},"Choose the right keywords",[],{"type":39,"text":250,"spans":251,"direction":23},"Every SEO strategy starts with researching the keywords you want your site to rank for, since this is the foundation on which you'll build your content.\n",[252],{"start":253,"end":254,"type":63},102,151,{"type":39,"text":256,"spans":257,"direction":23},"The keywords you choose need to be relevant both to your target audience (your potential attendees actually type them into Google) and to your event offering (your keywords should accurately describe what you provide).\n",[],{"type":39,"text":259,"spans":260,"direction":23},"In your strategy, combine: ",[],{"type":71,"text":262,"spans":263,"direction":23},"Keywords centered on your event offering, especially industry keywords (like \"HR trade show\" or \"IT conference\"), and keywords related to topics your target audience cares about (like \"cooking show\").",[264],{"start":34,"end":265,"type":63},40,{"type":71,"text":267,"spans":268,"direction":23},"Intent-based keywords, like \"trade show registration\", \"trade show program\", or \"trade show ticketing\".",[269],{"start":34,"end":270,"type":63},21,{"type":71,"text":272,"spans":273,"direction":23},"Location-based keywords, where relevant, like \"event in Lyon\" or \"Paris trade show\".\n",[274],{"start":34,"end":80,"type":63},{"type":39,"text":276,"spans":277,"direction":23},"This way, you can be sure to create a professional event website that will have good visibility on search engines.",[278],{"start":279,"end":280,"type":122,"data":281},29,64,{"link_type":124,"url":282,"target":126},"https://www.digitevent.com/en/blog/event-website-without-designer",{"type":39,"text":46,"spans":284,"direction":23},[],{"type":103,"text":286,"spans":287,"direction":23},"Keep your site active all year round",[],{"type":39,"text":289,"spans":290,"direction":23},"If your event is recurring, it's crucial to regularly publish content on it , even outside your event promotion periods. This signals to Google that your site is active, and therefore credible, and therefore deserving of staying in the top positions in the results.\n",[291],{"start":241,"end":292,"type":63},76,{"type":39,"text":294,"spans":295,"direction":23},"To keep your site active, consider publishing news, testimonials, replays, or photos from the previous edition. You can also host content co-created with partners.",[],{"type":39,"text":46,"spans":297,"direction":23},[],{"type":103,"text":299,"spans":300,"direction":23},"Work on your backlinks",[],{"type":39,"text":302,"spans":303,"direction":23},"A \"backlink\" is an inbound link to your website. These backlinks are all signals to Google that your site has good authority, and therefore deserves to rank higher in the search results.\n",[],{"type":39,"text":305,"spans":306,"direction":23},"To build this \"authority\" pillar of your event website, encourage your partners, exhibitors, sponsors, and media contacts, and even clients, to add a link to your site on theirs.",[307,309],{"start":131,"end":308,"type":63},121,{"start":310,"end":311,"type":63},141,167,{"type":39,"text":46,"spans":313,"direction":23},[],{"type":103,"text":315,"spans":316,"direction":23},"Structure your URLs",[],{"type":39,"text":318,"spans":319,"direction":23},"For good SEO, your website's URLs need to be clear and consistent. Adopt a simple, effective naming convention. Avoid automatically generated or overly long URLs.\n",[],{"type":39,"text":321,"spans":322,"direction":23},"Here are a few tips for optimizing your URLs correctly: ",[],{"type":71,"text":324,"spans":325,"direction":23},"Choose the keyword the page has been optimized for",[326],{"start":34,"end":327,"type":63},18,{"type":71,"text":329,"spans":330,"direction":23},"Replace spaces with hyphens (-)",[331],{"start":34,"end":332,"type":63},27,{"type":71,"text":334,"spans":335,"direction":23},"Remove all accents, special characters, and stop words (words that aren't necessary for the overall understanding of the text)",[336],{"start":34,"end":337,"type":63},54,{"type":39,"text":87,"spans":339,"direction":23},[],{"type":39,"text":341,"spans":342,"direction":23},"For example, for a page optimized around the keyword \"space and aeronautics trade show\", the URL slug would be \"/space-aeronautics-trade-show\".",[],{"type":39,"text":46,"spans":344,"direction":23},[],{"type":103,"text":346,"spans":347,"direction":23},"Take care with your tags and snippets in Google",[],{"type":39,"text":349,"spans":350,"direction":23},"Whatever event website builder you use, it absolutely must let you customize what's known as your pages' meta-data.\n",[],{"type":39,"text":352,"spans":353,"direction":23},"Indeed, search engines don't just read the body of your event website's pages, but also the information found in the HTML code behind them.\n",[],{"type":39,"text":355,"spans":356,"direction":23},"Among the meta-data worth optimizing, we can mention: ",[],{"type":71,"text":358,"spans":359,"direction":23},"The meta title, the page title that appears in Google, which should be no more than 65 characters.",[360],{"start":34,"end":361,"type":63},14,{"type":71,"text":363,"spans":364,"direction":23},"The meta description, the description that appears below the title, which should be around 155 characters.",[365],{"start":34,"end":85,"type":63},{"type":71,"text":367,"spans":368,"direction":23},"The favicon, the small icon that appears next to your site's URL",[369],{"start":34,"end":370,"type":63},11,{"type":39,"text":87,"spans":372,"direction":23},[],{"type":39,"text":374,"spans":375,"direction":23},"In addition, when you add images to your event website, also remember to optimize the alt-text tag (or alternative text). This is the text read by assistive devices for visually impaired and blind users, as well as by Google's bots when they index your site.",[376],{"start":377,"end":378,"type":63},82,120,{"type":39,"text":46,"spans":380,"direction":23},[],{"type":39,"text":382,"spans":383,"direction":23},"Example of a SERP: ",[],{"type":385,"url":386,"alt":387,"copyright":8,"dimensions":388,"id":391,"edit":392},"image","https://images.prismic.io/digi-www/aTwiDnNYClf9oHYW_Tableau-illustratif-_9_.webp?auto=format,compress","Screenshot showing a Digitevent page as displayed in Google, with arrows identifying the meta title and meta description.",{"width":389,"height":390},2300,838,"aTwiDnNYClf9oHYW",{"x":34,"y":34,"zoom":35,"background":36},{"type":103,"text":394,"spans":395,"direction":23},"Don't forget AI engines",[],{"type":39,"text":397,"spans":398,"direction":23},"With the rise of generative AI tools like ChatGPT or Gemini, we're hearing more and more about GEO, for \"Generative Engine Optimization\". The idea: increase the chances of your site, and information about your event, appearing in AI responses.\n",[],{"type":39,"text":400,"spans":401,"direction":23},"While the ranking rules on these platforms remain fairly opaque for now, we do know that the websites that show up most often are those that answer very specific questions from their target audience. \n",[],{"type":39,"text":403,"spans":404,"direction":23},"Hence the value of: ",[],{"type":71,"text":406,"spans":407,"direction":23},"Enriching your content with FAQs on pages where it's relevant",[408],{"start":34,"end":409,"type":63},32,{"type":71,"text":411,"spans":412,"direction":23},"Providing clear, structured answers in your blog articles",[413],{"start":34,"end":414,"type":63},35,{"type":71,"text":416,"spans":417,"direction":23},"Writing clear, explicit titles on each of your web pages",[418],{"start":34,"end":163,"type":63},{"type":71,"text":420,"spans":421,"direction":23},"Personalizing your content based on the questions your target audience frequently asks",[422],{"start":34,"end":184,"type":63},{"type":39,"text":87,"spans":424,"direction":23},[],{"type":39,"text":426,"spans":427,"direction":23},"With these few best practices, you'll ensure basic but effective SEO management.",[],{"type":39,"text":46,"spans":429,"direction":23},[],{"type":54,"text":431,"spans":432,"direction":23},"The tools to use for a well SEO-optimized event website",[],{"type":39,"text":434,"spans":435,"direction":23},"Any good event website creator should equip themselves with the following tools to succeed at SEO: ",[],{"type":71,"text":437,"spans":438,"direction":23},"Google Search Console. This free Google tool lets you check your site's indexing and track your SEO performance.",[439,442],{"start":34,"end":270,"type":122,"data":440},{"link_type":124,"url":441,"target":126},"https://search.google.com/search-console/about",{"start":34,"end":270,"type":63},{"type":71,"text":444,"spans":445,"direction":23},"Google PageSpeed Insights. This tool helps optimize your site's loading speed, a crucial element, especially on mobile.",[446,449],{"start":34,"end":171,"type":122,"data":447},{"link_type":124,"url":448,"target":126},"https://pagespeed.web.dev/?utm_source=psi&utm_medium=redirect&hl=fr",{"start":34,"end":171,"type":63},{"type":71,"text":451,"spans":452,"direction":23},"Google Lighthouse. A simple tool to check your site's mobile compatibility.",[453,457],{"start":34,"end":454,"type":122,"data":455},17,{"link_type":124,"url":456,"target":126},"https://chromewebstore.google.com/detail/lighthouse/blipmdconlkpinefehnmjammfjpmpbjk?hl=fr",{"start":34,"end":454,"type":63},{"type":71,"text":459,"spans":460,"direction":23},"Answer The Public. A useful platform for finding the questions your target audience is asking, so you can create relevant, personalized content for your visitors.",[461,464],{"start":34,"end":454,"type":122,"data":462},{"link_type":124,"url":463,"target":126},"https://answerthepublic.com/fr",{"start":34,"end":454,"type":63},{"type":71,"text":466,"spans":467,"direction":23},"Google Keyword Planner, Ubersuggest (free), or Semrush, Ahrefs (paid). These platforms let you choose your keywords and find out how many times they're searched each month on search engines.",[468,471,472,476,477],{"start":34,"end":75,"type":122,"data":469},{"link_type":124,"url":470,"target":126},"https://ads.google.com/intl/fr_fr/start/overview-ha/?subid=fr-fr-ha-aw-bk-c-bau!o3~CjwKCAiAl-_JBhBjEiwAn3rN7fpOIBrwsbUTI_XFUNcbdi683ApoaTS0wLaBNdTUUreHtmJ5St6kRRoCRtMQAvD_BwE~145097884701~kwd-304141791833~20010271637~690746091816&utm_source=aw&utm_medium=ha&utm_campaign=fr-fr-ha-aw-bk-c-bau!o3~CjwKCAiAl-_JBhBjEiwAn3rN7fpOIBrwsbUTI_XFUNcbdi683ApoaTS0wLaBNdTUUreHtmJ5St6kRRoCRtMQAvD_BwE~145097884701~kwd-304141791833~20010271637~690746091816&gclsrc=aw.ds&gad_source=1&gad_campaignid=20010271637&gclid=CjwKCAiAl-_JBhBjEiwAn3rN7fpOIBrwsbUTI_XFUNcbdi683ApoaTS0wLaBNdTUUreHtmJ5St6kRRoCRtMQAvD_BwE",{"start":34,"end":75,"type":63},{"start":473,"end":414,"type":122,"data":474},24,{"link_type":124,"url":475,"target":126},"https://app.neilpatel.com/en/ai-keyword-overview",{"start":80,"end":414,"type":63},{"start":131,"end":478,"type":122,"data":479},62,{"link_type":124,"url":480,"target":126},"https://ahrefs.com/fr",{"type":71,"text":482,"spans":483,"direction":23},"1.fr, Thot SEO, or YourText.guru. These tools help optimize your pages' semantics around your keywords.",[484,488],{"start":485,"end":409,"type":122,"data":486},19,{"link_type":124,"url":487,"target":126},"https://yourtext.guru/",{"start":34,"end":409,"type":63},{"type":71,"text":490,"spans":491,"direction":23},"Canva, to create attractive visuals for your event website.",[492,496],{"start":34,"end":493,"type":122,"data":494},5,{"link_type":124,"url":495,"target":126},"https://www.canva.com/",{"start":34,"end":493,"type":63},{"type":71,"text":498,"spans":499,"direction":23},"TinyPNG, to optimize the size of your visuals without slowing down your site",[500,504],{"start":34,"end":501,"type":122,"data":502},7,{"link_type":124,"url":503,"target":126},"https://tinypng.com/",{"start":34,"end":501,"type":63},{"type":71,"text":506,"spans":507,"direction":23},"Google Analytics 4, to track the results of your SEO strategy and understand your visitors' behavior: traffic sources, most-viewed pages, etc. Note: since this platform can be fairly complex to set up, Digitevent can help you with the setup, so you get advanced data on your audience.",[508,511],{"start":34,"end":327,"type":122,"data":509},{"link_type":124,"url":510,"target":126},"https://developers.google.com/analytics?hl=fr",{"start":34,"end":327,"type":63},{"type":39,"text":87,"spans":513,"direction":23},[],{"type":39,"text":515,"spans":516,"direction":23},"Ready to optimize your event website for SEO? Discover Digitevent and its event website creation solution, as well as its personalized services to help boost your site's organic search. ",[517],{"start":518,"end":519,"type":122,"data":520},46,105,{"link_type":124,"url":243,"target":126},"advice",[523],{"primary":524,"items":533,"id":535,"slice_type":536,"slice_label":8},{"seo_title":525,"seo_meta_descriptions":529},[526],{"type":39,"text":527,"spans":528,"direction":23},"Event website creation: boost your visibility with SEO",[],[530],{"type":39,"text":531,"spans":532,"direction":23},"Learn to use SEO for the best possible event website, one that continuously boosts your registrations and visibility",[],[534],{},"seo$fe7d6003-e5e0-476f-8a34-412f82471c6d","seo",{"id":538,"lang":539,"type":9,"uid":540},"akYm8RIAAC0AyuGy","fr-fr","creation-site-evenementiel",[542,1214,1678],{"id":543,"uid":544,"url":8,"type":9,"tags":545,"first_publication_date":547,"slugs":548,"linked_documents":550,"lang":16,"data":551,"_source":1211},"en_blog_article_promouvoir-un-evenement","promoting-an-event",[546,11],"conseil","2026-07-02T10:07:53+0000",[549],"le-guide-pour-promouvoir-votre-evenement-de-maniere-efficace",[],{"distribution":11,"article_title":552,"author_name":24,"publication_date":556,"banner_image":557,"article_content":563,"main_tag":521,"body":1197},[553],{"type":20,"text":554,"spans":555,"direction":23},"The guide to promoting your event effectively",[],"2025-08-19T08:00:00+0000",{"dimensions":558,"alt":559,"copyright":8,"url":560,"id":561,"edit":562},{"width":28,"height":29},"Smiling woman using a tablet to prepare the promotion of a professional event, illustrating the importance of effective digital communication.","https://images.prismic.io/digi-www/aKQyJaTt2nPbacsU_event-B2B-Header.webp?auto=format,compress","aKQyJaTt2nPbacsU",{"x":34,"y":34,"zoom":35,"background":36},[564,567,570,576,578,581,584,587,590,593,597,601,605,609,613,615,618,620,623,626,629,633,637,641,643,646,648,651,654,657,662,667,671,673,675,678,681,684,691,695,701,706,710,712,722,724,726,729,732,734,737,739,742,746,750,755,759,763,767,771,776,778,780,783,788,790,794,796,799,801,805,809,814,818,820,823,828,830,833,836,838,842,844,848,852,856,864,868,870,873,876,878,882,886,891,896,900,902,905,908,910,913,917,925,932,934,941,943,946,952,956,960,964,966,969,973,975,978,985,991,993,996,1002,1004,1007,1011,1016,1018,1021,1025,1027,1031,1036,1040,1044,1046,1048,1051,1053,1056,1060,1065,1069,1073,1075,1077,1080,1085,1087,1090,1092,1095,1102,1106,1110,1112,1115,1118,1120,1123,1127,1131,1133,1135,1138,1141,1143,1146,1148,1151,1155,1159,1161,1167,1169,1172,1174,1178,1180,1188,1190],{"type":39,"text":565,"spans":566,"direction":23},"How do you promote an event today, in a world saturated with information and invitations?",[],{"type":39,"text":568,"spans":569,"direction":23},"Creating an event is already a challenge. But getting the word out is where everything is decided. Promoting an event is a strategic art, far more than a simple social media campaign. ",[],{"type":39,"text":571,"spans":572,"direction":23},"Clear objectives, powerful messages, the right channels: use this article as a checklist for successfully promoting your professional event, and make your key messages heard above the noise.",[573],{"start":574,"end":575,"type":63},77,139,{"type":39,"text":46,"spans":577,"direction":23},[],{"type":54,"text":579,"spans":580,"direction":23},"4 prerequisites for promoting your event effectively",[],{"type":39,"text":582,"spans":583,"direction":23},"First of all, it's impossible to promote a professional event without putting these prerequisites in place.",[],{"type":103,"text":585,"spans":586,"direction":23},"Set the objectives for promoting your event",[],{"type":39,"text":588,"spans":589,"direction":23},"Every event project necessarily starts with setting your objectives.",[],{"type":39,"text":591,"spans":592,"direction":23},"Whatever type of event you're organizing, decide whether your objective is rather to: ",[],{"type":71,"text":594,"spans":595,"direction":23},"Maximize registrations or ticket sales",[596],{"start":34,"end":75,"type":63},{"type":71,"text":598,"spans":599,"direction":23},"Boost the awareness of your brand or of the event itself, for example if it's a first edition",[600],{"start":34,"end":113,"type":63},{"type":71,"text":602,"spans":603,"direction":23},"Generate engagement and interactions on social media",[604],{"start":34,"end":118,"type":63},{"type":71,"text":606,"spans":607,"direction":23},"Attract a specific type of audience: decision-makers, partners, qualified prospects, etc.",[608],{"start":34,"end":414,"type":63},{"type":71,"text":610,"spans":611,"direction":23},"Fill a quota of sponsors or exhibitors",[612],{"start":34,"end":473,"type":63},{"type":39,"text":46,"spans":614,"direction":23},[],{"type":39,"text":616,"spans":617,"direction":23},"Rank your priorities in terms of objectives. Would you rather increase your visibility, or boost conversion? Attract a qualified audience or rather the general public?",[],{"type":39,"text":46,"spans":619,"direction":23},[],{"type":103,"text":621,"spans":622,"direction":23},"Study your target audience closely",[],{"type":39,"text":624,"spans":625,"direction":23},"Setting up your event communication and promotion strategy requires a deep understanding of your audience. The goal: take its characteristics and expectations into account to reach potential attendees.",[],{"type":39,"text":627,"spans":628,"direction":23},"Here are a few questions to ask yourself to analyze your target audience: ",[],{"type":71,"text":630,"spans":631,"direction":23},"Who are your ideal attendees? Detail their profile in terms of socio-demographic criteria, geographic areas, industry sector for B2B events, etc.",[632],{"start":34,"end":279,"type":63},{"type":71,"text":634,"spans":635,"direction":23},"What are their needs and expectations at a professional event? Networking, finding partners, learning, having a differentiating experience, etc.?",[636],{"start":34,"end":478,"type":63},{"type":71,"text":638,"spans":639,"direction":23},"Which channels do they use to find out about the events available to them? Social media, newsletters, word of mouth, trade media, etc.? Further in the article, you'll discover in detail the different channels to consider, and the innovative tactics for using them.",[640],{"start":34,"end":177,"type":63},{"type":39,"text":46,"spans":642,"direction":23},[],{"type":39,"text":644,"spans":645,"direction":23},"Create two or three representative audience personas to guide your strategy.",[],{"type":39,"text":46,"spans":647,"direction":23},[],{"type":103,"text":649,"spans":650,"direction":23},"Determine the key messages to promote",[],{"type":39,"text":652,"spans":653,"direction":23},"Planning your promotion revolves around key messages, which you'll spread across different channels. If your event is already planned internally, you should already have them in mind.",[],{"type":39,"text":655,"spans":656,"direction":23},"Put them down on paper, to make sure you apply them correctly throughout your promotion plan: ",[],{"type":71,"text":658,"spans":659,"direction":23},"What is your event's value proposition? In other words: what will your attendees get out of it?",[660],{"start":34,"end":661,"type":63},39,{"type":71,"text":663,"spans":664,"direction":23},"What are the differentiating elements of your event? Exclusive speakers, an innovative format, access to valuable resources, etc.?",[665],{"start":34,"end":666,"type":63},52,{"type":71,"text":668,"spans":669,"direction":23},"What tone should your communication take? Corporate, or rather casual? Inspiring or rather formal?",[670],{"start":34,"end":120,"type":63},{"type":39,"text":46,"spans":672,"direction":23},[],{"type":39,"text":46,"spans":674,"direction":23},[],{"type":103,"text":676,"spans":677,"direction":23},"Define the promotion timeline ",[],{"type":39,"text":679,"spans":680,"direction":23},"The idea here: set up a reverse-engineered event communication schedule, with milestones, to communicate effectively throughout the event project.",[],{"type":39,"text":682,"spans":683,"direction":23},"For example, you can break down your communication plan into five stages, as follows: ",[],{"type":71,"text":685,"spans":686,"direction":23},"A pre-launch phase: teasing and awareness building, a \"save the date\" campaign.",[687,688],{"start":34,"end":327,"type":63},{"start":689,"end":690,"type":189},55,68,{"type":71,"text":692,"spans":693,"direction":23},"A conversion phase: first the rollout of early-bird rates (meaning selling tickets at a competitive price in advance), then an announcement of the headliners and major highlights.",[694],{"start":34,"end":327,"type":63},{"type":71,"text":696,"spans":697,"direction":23},"An intensification phase: stronger calls to action (\"last spots\", countdown), additional announcements, and favorable rates for last-minute registrants.",[698,699],{"start":34,"end":473,"type":63},{"start":700,"end":176,"type":189},53,{"type":71,"text":702,"spans":703,"direction":23},"A day-of communication phase, to engage guests and maximize the impact in terms of awareness.",[704],{"start":34,"end":705,"type":63},28,{"type":71,"text":707,"spans":708,"direction":23},"A post-event promotion phase, to give your event visibility after it's over.",[709],{"start":34,"end":705,"type":63},{"type":39,"text":46,"spans":711,"direction":23},[],{"type":39,"text":713,"spans":714,"direction":23},"\"Your attendees' experience begins well before the big day. A smooth event website, personalized emails, a clear registration area. These details, managed from a dedicated platform, radically change the perception of your event. And using an event management platform also means gaining efficiency at every stage: promotion, registration, follow-ups. That lets you focus on what matters most (the attendee experience), while improving your ROI.\", Joy Grand, Marketing Manager at Digitevent",[715,717],{"start":34,"end":716,"type":189},445,{"start":718,"end":719,"type":122,"data":720},447,489,{"link_type":124,"url":721,"target":126},"https://www.linkedin.com/in/joy-grand/",{"type":39,"text":46,"spans":723,"direction":23},[],{"type":39,"text":46,"spans":725,"direction":23},[],{"type":54,"text":727,"spans":728,"direction":23},"Which communication channels should you use to promote your event?",[],{"type":39,"text":730,"spans":731,"direction":23},"Now let's look at choosing your different promotional channels, and tips for successfully using them to spread the word about your event on a large scale, and maximize your attendance rate.",[],{"type":39,"text":46,"spans":733,"direction":23},[],{"type":103,"text":735,"spans":736,"direction":23},"Organic channels",[],{"type":39,"text":46,"spans":738,"direction":23},[],{"type":39,"text":740,"spans":741,"direction":23},"Here are the main organic levers to activate, with the indicators to track for each:",[],{"type":71,"text":743,"spans":744,"direction":23},"Event website: traffic, conversion rate, session duration, bounce rate",[745],{"start":34,"end":232,"type":63},{"type":71,"text":747,"spans":748,"direction":23},"Organic social media: impressions, engagement, clicks, followers",[749],{"start":34,"end":85,"type":63},{"type":71,"text":751,"spans":752,"direction":23},"Press relations: media mentions, web traffic generated, press coverage",[753],{"start":34,"end":754,"type":63},15,{"type":71,"text":756,"spans":757,"direction":23},"Email / newsletters: open rate, clicks, conversions",[758],{"start":34,"end":485,"type":63},{"type":71,"text":760,"spans":761,"direction":23},"Strategic partnerships: leads generated, partner traffic, indirect registration rate",[762],{"start":34,"end":75,"type":63},{"type":71,"text":764,"spans":765,"direction":23},"Contests (no budget): engagement, shares, web traffic",[766],{"start":34,"end":85,"type":63},{"type":71,"text":768,"spans":769,"direction":23},"Teaser videos: views, completion rate, clicks",[770],{"start":34,"end":232,"type":63},{"type":71,"text":772,"spans":773,"direction":23},"Referral program: registrations, shares, conversion rate",[774],{"start":34,"end":775,"type":63},16,{"type":39,"text":46,"spans":777,"direction":23},[],{"type":39,"text":46,"spans":779,"direction":23},[],{"type":39,"text":781,"spans":782,"direction":23},"1 - Create an event website ",[],{"type":39,"text":784,"spans":785,"direction":23},"A well-designed event website lets you share all the key information about your event, while also converting your targets by getting them to buy their tickets online. ",[786],{"start":775,"end":279,"type":122,"data":787},{"link_type":124,"url":282,"target":126},{"type":39,"text":46,"spans":789,"direction":23},[],{"type":39,"text":791,"spans":792,"direction":23},"Optimize your site for SEO around keywords your target audience searches for. It should also be optimized for viewing on all devices (desktop, mobile, and tablet). Make sure it has a design that highlights your brand image, the event's value proposition, and its detailed program.",[793],{"start":34,"end":184,"type":63},{"type":39,"text":46,"spans":795,"direction":23},[],{"type":39,"text":797,"spans":798,"direction":23},"On the content side, make sure to add new content regularly, and check that your site's pages are indexed properly, so it ranks well in search engines.",[],{"type":39,"text":46,"spans":800,"direction":23},[],{"type":39,"text":802,"spans":803,"direction":23},"Innovative tactics to encourage conversion: ",[804],{"start":34,"end":241,"type":63},{"type":71,"text":806,"spans":807,"direction":23},"Include a countdown showing when registration closes, or the number of spots still available.",[808],{"start":34,"end":485,"type":63},{"type":71,"text":810,"spans":811,"direction":23},"Showcase content from previous editions on the site (photos, videos, attendee quotes, etc.), to spark visitors' curiosity.",[812],{"start":34,"end":813,"type":63},51,{"type":71,"text":815,"spans":816,"direction":23},"Offer flexible payment options, such as installment payments.",[817],{"start":34,"end":163,"type":63},{"type":39,"text":46,"spans":819,"direction":23},[],{"type":39,"text":821,"spans":822,"direction":23},"Good news! With Digitevent, you don't need to be a web development expert to create an attractive website for your event. Easily add your content and brand guidelines to the platform, to get a custom white-label website.",[],{"type":39,"text":824,"spans":825,"direction":23},"Discover our event website builder.",[826],{"start":34,"end":240,"type":122,"data":827},{"link_type":124,"url":243,"target":126},{"type":39,"text":46,"spans":829,"direction":23},[],{"type":39,"text":831,"spans":832,"direction":23},"2 - Use social media",[],{"type":39,"text":834,"spans":835,"direction":23},"Social media has quickly become an essential channel for promoting an event. Target the social platforms your target audience actually uses: Facebook, Instagram, X, LinkedIn, etc. ",[],{"type":39,"text":46,"spans":837,"direction":23},[],{"type":39,"text":839,"spans":840,"direction":23},"Vary the content formats you share in your social media strategy. Alternate between static visuals, carousels, motion-design videos, and videos featuring real people. Also create an official hashtag for your event, to bring together all the posts made by your company and your attendees.",[841],{"start":34,"end":240,"type":63},{"type":39,"text":46,"spans":843,"direction":23},[],{"type":39,"text":845,"spans":846,"direction":23},"Innovative tactics: ",[847],{"start":34,"end":85,"type":63},{"type":71,"text":849,"spans":850,"direction":23},"Bet on authenticity. Show, for example, the behind-the-scenes of the event preparation, to create an emotional attachment to your event.",[851],{"start":34,"end":485,"type":63},{"type":71,"text":853,"spans":854,"direction":23},"Play on serialized content. Create a series of speaker profiles, or gradually reveal the themes and activities you'll be offering.",[855],{"start":34,"end":184,"type":63},{"type":71,"text":857,"spans":858,"direction":23},"Publish interactive formats. Polls or quizzes in stories, and live streams to introduce your team or speakers before the event, are good ways to build engagement with your audience.",[859,860],{"start":34,"end":332,"type":63},{"start":861,"end":862,"type":122,"data":863},145,180,{"link_type":124,"url":125,"target":126},{"type":71,"text":865,"spans":866,"direction":23},"Build and run a pre-event community, where attendees can exchange ideas with each other on the event's theme.",[867],{"start":34,"end":414,"type":63},{"type":39,"text":46,"spans":869,"direction":23},[],{"type":39,"text":871,"spans":872,"direction":23},"3 - Develop press relations",[],{"type":39,"text":874,"spans":875,"direction":23},"Press relations can give your event strong credibility, broaden the reach of your communication, and reach qualified audiences through recognized channels. ",[],{"type":39,"text":46,"spans":877,"direction":23},[],{"type":39,"text":879,"spans":880,"direction":23},"Effective tactics: ",[881],{"start":34,"end":485,"type":63},{"type":71,"text":883,"spans":884,"direction":23},"Write a clear, engaging press kit. Highlight the event's context, the planned highlights, the organizers and partners, and provide a dedicated press contact.",[885],{"start":34,"end":113,"type":63},{"type":71,"text":887,"spans":888,"direction":23},"Send a press release at the right time. Send it at least 4 to 6 weeks before the event, and follow up by highlighting strong news (such as reaching a registration milestone).",[889],{"start":34,"end":890,"type":63},38,{"type":71,"text":892,"spans":893,"direction":23},"Target the trade media your audience reads, especially for your B2B events.",[894],{"start":34,"end":895,"type":63},42,{"type":71,"text":897,"spans":898,"direction":23},"Personalize your contacts with journalists. Why not invite local journalists to your event?",[899],{"start":34,"end":895,"type":63},{"type":39,"text":46,"spans":901,"direction":23},[],{"type":39,"text":903,"spans":904,"direction":23},"4 - Promote your event through emails and newsletters",[],{"type":39,"text":906,"spans":907,"direction":23},"Email campaigns and newsletters are powerful conversion channels for promoting an event, especially with an already-qualified audience.",[],{"type":39,"text":46,"spans":909,"direction":23},[],{"type":39,"text":879,"spans":911,"direction":23},[912],{"start":34,"end":485,"type":63},{"type":71,"text":914,"spans":915,"direction":23},"Segment your audience to refine the message in each of your emails, and make them more compelling.",[916],{"start":34,"end":270,"type":63},{"type":71,"text":918,"spans":919,"direction":23},"Set up an automated email sequence. Start with an announcement or teaser, then an official invitation, followed by reminders, and finally, use email for your post-event communication.",[920,921],{"start":34,"end":414,"type":63},{"start":377,"end":922,"type":122,"data":923},101,{"link_type":124,"url":924,"target":126},"https://www.digitevent.com/en/blog/professional-event-invitation",{"type":71,"text":926,"spans":927,"direction":23},"Craft your email subject lines carefully, to boost their open rate. Highlight the benefits of the event for your targets, or a strong call-to-action.",[928,929],{"start":34,"end":265,"type":63},{"start":930,"end":931,"type":189},134,148,{"type":39,"text":46,"spans":933,"direction":23},[],{"type":39,"text":935,"spans":936,"direction":23},"Need a simple and powerful tool for sending online invitations? Discover Digitevent's personalized online invitation solution, which maximizes your deliverability, so your promotional emails really reach your target.",[937],{"start":280,"end":938,"type":122,"data":939},125,{"link_type":124,"url":940,"target":126},"https://www.digitevent.com/en/feature/saas-solutions-to-manage-participants-rsvp-invitations",{"type":39,"text":46,"spans":942,"direction":23},[],{"type":39,"text":944,"spans":945,"direction":23},"5 - Leverage your strategic partnerships",[],{"type":39,"text":947,"spans":948,"direction":23},"Setting up strategic partnerships lets you increase your visibility with already-engaged audiences, and pool communication resources. This might mean writing an article on partner blogs, or promoting the event on another brand's social media, for example.\n",[949],{"start":950,"end":951,"type":63},73,98,{"type":39,"text":953,"spans":954,"direction":23},"Practical tactics: ",[955],{"start":34,"end":485,"type":63},{"type":71,"text":957,"spans":958,"direction":23},"Target the right partners. These are the ones with an audience that complements yours, and who share your values or your event's theme. They could be professional associations, specialized media, expert networks, schools, partner brands, or suppliers.",[959],{"start":34,"end":171,"type":63},{"type":71,"text":961,"spans":962,"direction":23},"Offer a win-win exchange. For example, offer them broad exposure for their brand during the event, or shared data after the event (leads, insights and trends, etc.).",[963],{"start":34,"end":473,"type":63},{"type":39,"text":46,"spans":965,"direction":23},[],{"type":39,"text":967,"spans":968,"direction":23},"6 - Launch contests",[],{"type":39,"text":970,"spans":971,"direction":23},"Contests play on the gamified side of communication, and help generate visibility for your event. Be sure to clearly display the legal terms of the contest: start and end dates, rules, how it works, the prize, the method for choosing the winner, etc. ",[972],{"start":454,"end":813,"type":63},{"type":39,"text":46,"spans":974,"direction":23},[],{"type":39,"text":845,"spans":976,"direction":23},[977],{"start":34,"end":85,"type":63},{"type":71,"text":979,"spans":980,"direction":23},"Launch a User Generated Content campaign (content created by users) tied to a branded hashtag. Contest entrants must make a post related to the event's theme to win their spot.",[981,983],{"start":34,"end":982,"type":63},31,{"start":984,"end":982,"type":189},9,{"type":71,"text":986,"spans":987,"direction":23},"Have the contest promoted and the winner chosen by an influencer in your industry.",[988,989],{"start":34,"end":171,"type":63},{"start":990,"end":280,"type":63},48,{"type":39,"text":46,"spans":992,"direction":23},[],{"type":39,"text":994,"spans":995,"direction":23},"7 - Create and share teaser videos",[],{"type":39,"text":997,"spans":998,"direction":23},"Share teaser videos across your different channels: the format is dynamic and easily grabs your target's attention. Make sure to clearly highlight the event's key information: the date, the location, how to register. To do this, use overlay text on the video, to make it clearly visible.",[999],{"start":1000,"end":1001,"type":63},78,114,{"type":39,"text":46,"spans":1003,"direction":23},[],{"type":39,"text":845,"spans":1005,"direction":23},[1006],{"start":34,"end":85,"type":63},{"type":71,"text":1008,"spans":1009,"direction":23},"Give your event's key message a face. Have it delivered by your speakers, your partners, your CEO, or why not the intern helping you prepare the event? This way, you create an emotional connection to your event.",[1010],{"start":34,"end":118,"type":63},{"type":71,"text":1012,"spans":1013,"direction":23},"Create a teaser video with a \"surprise speaker\". Before their presence is announced, your event's headline speaker makes a teaser video with their face covered or blurred.",[1014],{"start":34,"end":1015,"type":63},47,{"type":39,"text":46,"spans":1017,"direction":23},[],{"type":39,"text":1019,"spans":1020,"direction":23},"8 - Set up a referral program",[],{"type":39,"text":1022,"spans":1023,"direction":23},"The idea here: turn your attendees, partners, or clients into ambassadors, while boosting registrations through network effect.",[1024],{"start":754,"end":950,"type":63},{"type":39,"text":46,"spans":1026,"direction":23},[],{"type":39,"text":1028,"spans":1029,"direction":23},"Effective techniques: ",[1030],{"start":34,"end":75,"type":63},{"type":71,"text":1032,"spans":1033,"direction":23},"Offer an attractive reward for both parties: goodies, gifts, a VIP ticket, or a discount on a future edition for the referrer, and a ticket discount or access to bonus content for the referred person.",[1034],{"start":34,"end":1035,"type":63},43,{"type":71,"text":1037,"spans":1038,"direction":23},"Make referring as easy as possible. Provide a unique referral link or code to use, along with ready-to-share content for referrers, to encourage sharing.",[1039],{"start":34,"end":240,"type":63},{"type":71,"text":1041,"spans":1042,"direction":23},"Recognize your referrers. Personalize your communication with them by acknowledging their involvement, and thanking them warmly.",[1043],{"start":34,"end":473,"type":63},{"type":39,"text":46,"spans":1045,"direction":23},[],{"type":39,"text":46,"spans":1047,"direction":23},[],{"type":103,"text":1049,"spans":1050,"direction":23},"Paid channels",[],{"type":39,"text":46,"spans":1052,"direction":23},[],{"type":39,"text":1054,"spans":1055,"direction":23},"Here are the main paid levers to activate, with the indicators to track for each:",[],{"type":71,"text":1057,"spans":1058,"direction":23},"Meta / LinkedIn / X Ads: CTR, CPL, conversions, ROI",[1059],{"start":34,"end":80,"type":63},{"type":71,"text":1061,"spans":1062,"direction":23},"Google Ads: CPC, conversions, traffic quality",[1063],{"start":34,"end":1064,"type":63},10,{"type":71,"text":1066,"spans":1067,"direction":23},"Influencer marketing: reach, engagement, tracked traffic, brand awareness",[1068],{"start":34,"end":85,"type":63},{"type":71,"text":1070,"spans":1071,"direction":23},"Sponsored contests: participants, reach, leads or conversions",[1072],{"start":34,"end":327,"type":63},{"type":39,"text":46,"spans":1074,"direction":23},[],{"type":39,"text":46,"spans":1076,"direction":23},[],{"type":39,"text":1078,"spans":1079,"direction":23},"1 - Launch paid advertising campaigns ",[],{"type":39,"text":1081,"spans":1082,"direction":23},"Paid advertising (on Google Ads, LinkedIn Ads, Meta Ads, etc.) is an excellent lever for accelerating your event's visibility, generating qualified registrations, and re-engaging undecided visitors. Craft your ad message so it's both appealing and informative.",[1083],{"start":1084,"end":938,"type":63},89,{"type":39,"text":46,"spans":1086,"direction":23},[],{"type":39,"text":1088,"spans":1089,"direction":23},"Note: paid advertising can be fairly technical, and requires a certain level of expertise to get a good ROI. Consider getting support from a specialist, or taking training, to learn how to deploy your budget in the most cost-effective way through this channel.",[],{"type":39,"text":46,"spans":1091,"direction":23},[],{"type":39,"text":879,"spans":1093,"direction":23},[1094],{"start":34,"end":485,"type":63},{"type":71,"text":1096,"spans":1097,"direction":23},"Clearly define your advertising objective. Is it awareness? Conversion? Retargeting (to re-engage visitors to your site who haven't registered)?",[1098,1099],{"start":34,"end":120,"type":63},{"start":1100,"end":1101,"type":189},72,83,{"type":71,"text":1103,"spans":1104,"direction":23},"Segment your audience according to each ad platform's targeting criteria: socio-demographic criteria, geographic criteria, behavioral criteria (followers of your social media page, visitors to your website, etc.).",[1105],{"start":34,"end":270,"type":63},{"type":71,"text":1107,"spans":1108,"direction":23},"Use custom or lookalike audience features, which let you capitalize on the profile of people already registered for your event.",[1109],{"start":34,"end":120,"type":63},{"type":39,"text":46,"spans":1111,"direction":23},[],{"type":39,"text":1113,"spans":1114,"direction":23},"2 - Develop a marketing strategy with influencers",[],{"type":39,"text":1116,"spans":1117,"direction":23},"Influencer marketing is a fantastic way to promote your event. It multiplies the reach of your event communication, by tapping into the emotional connection influencers build with their audiences through parasocial relationships.",[],{"type":39,"text":46,"spans":1119,"direction":23},[],{"type":39,"text":879,"spans":1121,"direction":23},[1122],{"start":34,"end":485,"type":63},{"type":71,"text":1124,"spans":1125,"direction":23},"Target micro and nano-influencers in your industry instead. They require a smaller budget, and generate more engagement from their community, meaning more potential results for promoting your event.",[1126],{"start":34,"end":113,"type":63},{"type":71,"text":1128,"spans":1129,"direction":23},"Share the event's value proposition with influencers, without limiting their creative freedom. They should promote it in the most authentic way possible, in keeping with their usual editorial style.",[1130],{"start":34,"end":666,"type":63},{"type":39,"text":46,"spans":1132,"direction":23},[],{"type":39,"text":46,"spans":1134,"direction":23},[],{"type":54,"text":1136,"spans":1137,"direction":23},"How do you measure the success of your event promotion?",[],{"type":39,"text":1139,"spans":1140,"direction":23},"Once your event promotion plan is built, take the time to set up a dashboard that measures your strategy's performance. This will let you know what worked well or less well, and do better next time if needed.",[],{"type":39,"text":46,"spans":1142,"direction":23},[],{"type":39,"text":1144,"spans":1145,"direction":23},"To do this, track specific KPIs, tied to your event promotion objectives, to measure their impact.",[],{"type":39,"text":46,"spans":1147,"direction":23},[],{"type":39,"text":1149,"spans":1150,"direction":23},"This could include: ",[],{"type":71,"text":1152,"spans":1153,"direction":23},"KPIs related to conversion: total number of registrations or conversion rate by channel. For example, the percentage of site visitors who registered through your landing page.",[1154],{"start":34,"end":184,"type":63},{"type":71,"text":1156,"spans":1157,"direction":23},"KPIs related to the event's visibility: reach and engagement on social media, email open and click rates, traffic on the event website, mentions of the event in the press or on social media, etc. ",[1158],{"start":34,"end":890,"type":63},{"type":39,"text":46,"spans":1160,"direction":23},[],{"type":39,"text":1162,"spans":1163,"direction":23},"To dig deeper, check out our article on event communication KPIs.",[1164],{"start":754,"end":280,"type":122,"data":1165},{"link_type":124,"url":1166,"target":126},"https://www.digitevent.com/en/blog/which-kpis-to-measure-for-communication-and-awareness",{"type":39,"text":46,"spans":1168,"direction":23},[],{"type":39,"text":1170,"spans":1171,"direction":23},"Make sure to choose the right tools to track these metrics effectively. Google Analytics lets you measure traffic, social media tools track your performance on social platforms, a monitoring tool tracks your event's media coverage, etc. ",[],{"type":39,"text":46,"spans":1173,"direction":23},[],{"type":39,"text":1175,"spans":1176,"direction":23},"Also carry out a cool-headed review once your promotion campaign is over. Which channels converted best? Which content generated the most visibility and engagement? Which moments in the campaign drove the most results? What return on investment did you get from your promotional campaign?",[1177],{"start":754,"end":1100,"type":63},{"type":39,"text":46,"spans":1179,"direction":23},[],{"type":39,"text":1181,"spans":1182,"direction":23},"Finally, don't hesitate to gather feedback from your guests themselves. Send a satisfaction survey to everyone who attended the event, and ask them how they heard about it. The goal: get insights to analyze internally, to promote your next event even more effectively.",[1183,1185],{"start":332,"end":1184,"type":63},59,{"start":1186,"end":1187,"type":189},187,195,{"type":39,"text":46,"spans":1189,"direction":23},[],{"type":39,"text":1191,"spans":1192,"direction":23},"You're now, almost, ready to promote your event the right way! Discover Digitevent, the event management platform that lets you promote your event beforehand, engage attendees during the event, and measure its performance afterward. Everything you need to organize a successful, memorable event!",[1193],{"start":176,"end":1194,"type":122,"data":1195},113,{"link_type":124,"url":1196,"target":126},"https://www.digitevent.com/fr",[1198],{"primary":1199,"items":1208,"id":1210,"slice_type":536,"slice_label":8},{"seo_title":1200,"seo_meta_descriptions":1204},[1201],{"type":39,"text":1202,"spans":1203,"direction":23},"Promoting an event: the step-by-step action plan",[],[1205],{"type":39,"text":1206,"spans":1207,"direction":23},"The best ideas for promoting a professional or public event, with concrete tools, channels, and tips to consider",[],[1209],{},"seo$1d8ee9fa-aaff-44ad-a6ae-bb418c4fd7d7",{"id":1212,"lang":539,"type":9,"uid":1213},"akYmsBIAACsAyuCw","promouvoir-un-evenement",{"id":1215,"uid":1216,"url":8,"type":9,"tags":1217,"first_publication_date":547,"slugs":1218,"linked_documents":1220,"lang":16,"data":1221,"_source":1675},"en_blog_article_bonnes-pratiques-pour-creer-le-site-devenement-parfait","best-practices-to-create-perfect-event-website",[11],[1219],"comment-creer-un-site-web-evenementiel-performant",[],{"distribution":11,"article_title":1222,"author_name":24,"publication_date":1226,"banner_image":1227,"article_content":1234,"main_tag":521,"body":1662},[1223],{"type":20,"text":1224,"spans":1225,"direction":23},"How to create a high-performing event website",[],"2026-04-14T09:15:00+0000",{"dimensions":1228,"alt":1230,"copyright":8,"url":1231,"id":1232,"edit":1233},{"width":28,"height":1229},599,"Professional working on a computer in a modern office with event management interface on screen","https://images.prismic.io/digi-www/ad9i6J1ZCF7ETNOY_Gemini_Generated_Image_ezroubezroubezro-1.webp?auto=format%2Ccompress&rect=0%2C0%2C901%2C600&w=900&h=599","ad9i6J1ZCF7ETNOY",{"x":34,"y":34,"zoom":35,"background":36},[1235,1238,1240,1243,1245,1248,1250,1253,1256,1259,1261,1264,1268,1272,1276,1280,1284,1288,1292,1294,1297,1299,1302,1305,1307,1310,1312,1316,1319,1322,1324,1327,1329,1332,1335,1342,1348,1354,1356,1358,1361,1363,1367,1370,1373,1376,1378,1381,1383,1387,1390,1393,1401,1405,1407,1415,1419,1421,1424,1426,1429,1431,1435,1438,1440,1443,1445,1448,1450,1454,1457,1459,1462,1465,1468,1471,1474,1476,1478,1481,1483,1486,1488,1495,1499,1502,1505,1507,1510,1512,1515,1517,1521,1524,1526,1529,1531,1536,1539,1541,1544,1547,1550,1553,1557,1562,1564,1567,1571,1576,1580,1582,1584,1587,1590,1592,1595,1598,1602,1606,1610,1612,1614,1618,1622,1624,1626,1629,1632,1634,1637,1639,1642,1644,1647,1650,1656,1658],{"type":39,"text":1236,"spans":1237,"direction":23},"Your event's showcase website is often the first interaction with your future attendees. It reflects the first contact between your event and your attendees and shows the professionalism of the event to come. ",[],{"type":39,"text":46,"spans":1239,"direction":23},[],{"type":39,"text":1241,"spans":1242,"direction":23},"However, creating an effective event website isn't always simple. Between designing the layout, presenting the agenda, managing registrations, and optimizing your event's visibility, many elements need to be considered to offer visitors a smooth experience and maximize your attendance rate.",[],{"type":39,"text":46,"spans":1244,"direction":23},[],{"type":39,"text":1246,"spans":1247,"direction":23},"Discover the best practices here.",[],{"type":39,"text":46,"spans":1249,"direction":23},[],{"type":54,"text":1251,"spans":1252,"direction":23},"What are the benefits of an event website?",[],{"type":39,"text":1254,"spans":1255,"direction":23},"Your event website is similar in purpose to a landing page, since the goal is the same: provide information, offer relevant content, generate interest, and drive registrations. ",[],{"type":39,"text":1257,"spans":1258,"direction":23},"When well designed, it becomes a real communication and management tool for you, the organizer.",[],{"type":39,"text":46,"spans":1260,"direction":23},[],{"type":39,"text":1262,"spans":1263,"direction":23},"Its main benefits are:",[],{"type":71,"text":1265,"spans":1266,"direction":23},"Centralize key information : agenda, speakers, venue, access, or partners are brought together on a single platform.",[1267],{"start":34,"end":332,"type":63},{"type":71,"text":1269,"spans":1270,"direction":23},"Facilitate online registration: attendees can sign up quickly via a form or an integrated ticketing system.",[1271],{"start":34,"end":163,"type":63},{"type":71,"text":1273,"spans":1274,"direction":23},"Improve your event's visibility: a well-optimized event website can attract new attendees through search engines.",[1275],{"start":34,"end":982,"type":63},{"type":71,"text":1277,"spans":1278,"direction":23},"Showcase your event's image : a dedicated website strengthens your credibility and gives a professional first impression.",[1279],{"start":34,"end":705,"type":63},{"type":71,"text":1281,"spans":1282,"direction":23},"Highlight your agenda and speakers: you can clearly present the content and benefits of your event.",[1283],{"start":34,"end":240,"type":63},{"type":71,"text":1285,"spans":1286,"direction":23},"Simplify attendee management: registration tracking, confirmations, and communications can all be centralized.",[1287],{"start":34,"end":705,"type":63},{"type":71,"text":1289,"spans":1290,"direction":23},"Support your communications : the website becomes the entry point that your email campaigns, social media, or invitations can link back to.",[1291],{"start":34,"end":705,"type":63},{"type":39,"text":87,"spans":1293,"direction":23},[],{"type":39,"text":1295,"spans":1296,"direction":23},"In short, a well-designed website will boost your registration, attendance, and engagement figures, based on our own experience. Your events will have a greater impact right from the registration phase.",[],{"type":39,"text":46,"spans":1298,"direction":23},[],{"type":54,"text":1300,"spans":1301,"direction":23},"7 best practices for creating the perfect event website",[],{"type":39,"text":1303,"spans":1304,"direction":23},"Even as an event organizer, you should draw on UX design techniques and online marketing to optimize the user experience. Event management is an integral part of a communication strategy and should therefore borrow some of its conventions.",[],{"type":39,"text":46,"spans":1306,"direction":23},[],{"type":39,"text":1308,"spans":1309,"direction":23},"Here are the best practices for designing (with ease) a flawless event website: ",[],{"type":39,"text":46,"spans":1311,"direction":23},[],{"type":103,"text":1313,"spans":1314,"direction":23},"Use a visual identity ",[1315],{"start":34,"end":75,"type":63},{"type":39,"text":1317,"spans":1318,"direction":23},"A classic of communication design. One of the first things an attendee will notice when they land on your event website is its colors and overall consistency.\n\nIdentify the colors and fonts you want to use across all your communication channels: these will guide your visual identity. Once this identity is set, stick to it.",[],{"type":39,"text":1320,"spans":1321,"direction":23},"We recommend using no more than 5 colors in total on your website. Defining this visual identity as early as possible, before creating your site, is crucial to avoid wasting time later on.",[],{"type":39,"text":46,"spans":1323,"direction":23},[],{"type":39,"text":1325,"spans":1326,"direction":23},"It's essential to keep the size of headings, paragraphs, margins, borders, and spacing consistent across all your pages and elements. Always use the same button styles to ensure a harmonious result. In short, the key word for your website's design: consistency.",[],{"type":39,"text":46,"spans":1328,"direction":23},[],{"type":39,"text":1330,"spans":1331,"direction":23},"Also make sure not to illustrate your website with graphic elements from different styles (some icons in flat design and others in 3D, for example), to avoid creating a visual inconsistency.",[],{"type":39,"text":1333,"spans":1334,"direction":23},"\nTo define this, if it isn't already set in your company's brand guidelines, there are many free tools available, such as: ",[],{"type":71,"text":1336,"spans":1337,"direction":23},"The palette explorer, which gives you harmonious tones",[1338],{"start":1339,"end":85,"type":122,"data":1340},4,{"link_type":124,"url":1341,"target":126},"https://color.adobe.com/fr/explore",{"type":71,"text":1343,"spans":1344,"direction":23},"The Adobe Color Wheel tool",[1345],{"start":1339,"end":184,"type":122,"data":1346},{"link_type":124,"url":1347,"target":126},"https://color.adobe.com/fr/create/color-wheel",{"type":71,"text":1349,"spans":1350,"direction":23},"The Google Font catalog, to select your fonts",[1351],{"start":1339,"end":754,"type":122,"data":1352},{"link_type":124,"url":1353,"target":126},"https://fonts.google.com/",{"type":39,"text":46,"spans":1355,"direction":23},[],{"type":39,"text":46,"spans":1357,"direction":23},[],{"type":39,"text":1359,"spans":1360,"direction":23},"Using Digitevent as your event website builder? Head to your event's visual identity settings so your brand guidelines apply automatically to every page you create afterward.",[],{"type":39,"text":46,"spans":1362,"direction":23},[],{"type":103,"text":1364,"spans":1365,"direction":23},"Think about the user journey ",[1366],{"start":34,"end":279,"type":63},{"type":39,"text":1368,"spans":1369,"direction":23},"When creating an event website, it's essential to anticipate your attendees' journey through your site. Focus on the concrete benefits of your event: what people will learn there, and what it's for.\n",[],{"type":39,"text":1371,"spans":1372,"direction":23},"Of course, mention the essentials (where, when, how to get there) as well as a brief overview of the event's topic.",[],{"type":39,"text":1374,"spans":1375,"direction":23},"Constantly ask yourself which information is most important to show, and how to build harmony between all these elements and pieces of information, taking care not to overload your pages.",[],{"type":39,"text":46,"spans":1377,"direction":23},[],{"type":39,"text":1379,"spans":1380,"direction":23},"Anticipate your attendees' journey: are your call-to-action buttons clearly visible and prominently placed? ",[],{"type":39,"text":46,"spans":1382,"direction":23},[],{"type":103,"text":1384,"spans":1385,"direction":23},"Use page structures designed for conversion",[1386],{"start":34,"end":1035,"type":63},{"type":39,"text":1388,"spans":1389,"direction":23},"Certain page structures, including the so-called F-pattern and Z-pattern, are among the best ways to drive conversions on a web page:",[],{"type":39,"text":1391,"spans":1392,"direction":23}," ",[],{"type":385,"url":1394,"alt":1395,"copyright":8,"dimensions":1396,"id":1399,"edit":1400},"https://images.prismic.io/digi-www/5c66f2db-9ab3-478f-9130-f95e33cc5e2f_f.png?auto=format,compress","F-shaped page",{"width":1397,"height":1398},976,496,"YORi3RIAACUAWcEx",{"x":34,"y":34,"zoom":35,"background":36},{"type":39,"text":1402,"spans":1403,"direction":23},"Example of an F-pattern page, photo credit: Wix",[1404],{"start":34,"end":1015,"type":189},{"type":39,"text":46,"spans":1406,"direction":23},[],{"type":385,"url":1408,"alt":1409,"copyright":8,"dimensions":1410,"id":1413,"edit":1414},"https://images.prismic.io/digi-www/9a5ef6da-6ef4-45f6-a78b-ef14f8b39173_z.png?auto=format,compress","Example of an event page",{"width":1411,"height":1412},972,493,"YORi9xIAACQAWcGs",{"x":34,"y":34,"zoom":35,"background":36},{"type":39,"text":1416,"spans":1417,"direction":23},"Example of a Z-pattern page, photo credit: Wix",[1418],{"start":34,"end":518,"type":189},{"type":39,"text":46,"spans":1420,"direction":23},[],{"type":39,"text":1422,"spans":1423,"direction":23},"These structures help your attendees focus on your website's goal: registering for your event.",[],{"type":39,"text":46,"spans":1425,"direction":23},[],{"type":39,"text":1427,"spans":1428,"direction":23},"At Digitevent, we've built these types of structures directly into our event website design tool. In just a few clicks, you can add modular, polished blocks to each page to easily design your website.",[],{"type":39,"text":46,"spans":1430,"direction":23},[],{"type":103,"text":1432,"spans":1433,"direction":23},"Illustrate your website ",[1434],{"start":34,"end":473,"type":63},{"type":39,"text":1436,"spans":1437,"direction":23},"The power of images no longer needs proving. This is also true for website design: a site with images and illustrations will be far more engaging than one that contains only text.",[],{"type":39,"text":46,"spans":1439,"direction":23},[],{"type":39,"text":1441,"spans":1442,"direction":23},"So illustrate your text with quality images that are consistent with one another. Watch out for copyright: either use your own visuals, or choose from royalty-free image libraries.",[],{"type":39,"text":46,"spans":1444,"direction":23},[],{"type":39,"text":1446,"spans":1447,"direction":23},"Digitevent's extra touch? The platform natively includes access to Unsplash, a free image library. What's more, there's no image size restriction: your photos are automatically adapted to your attendees' screen size.",[],{"type":39,"text":46,"spans":1449,"direction":23},[],{"type":103,"text":1451,"spans":1452,"direction":23},"Think about search engine optimization (SEO)",[1453],{"start":34,"end":241,"type":63},{"type":39,"text":1455,"spans":1456,"direction":23},"Thinking about SEO from the moment you create your event website can greatly improve your event's visibility. By optimizing certain pages for relevant keywords (such as the event's name, theme, or location), you increase your chances of appearing in search results when potential attendees search for this type of event.",[],{"type":39,"text":46,"spans":1458,"direction":23},[],{"type":39,"text":1460,"spans":1461,"direction":23},"Good SEO relies in particular on: ",[],{"type":71,"text":1463,"spans":1464,"direction":23},"A clear page structure",[],{"type":71,"text":1466,"spans":1467,"direction":23},"Well-organized headings",[],{"type":71,"text":1469,"spans":1470,"direction":23},"Descriptive content ",[],{"type":71,"text":1472,"spans":1473,"direction":23},"The natural inclusion of keywords related to your event",[],{"type":39,"text":46,"spans":1475,"direction":23},[],{"type":39,"text":46,"spans":1477,"direction":23},[],{"type":39,"text":1479,"spans":1480,"direction":23},"Essential information such as the agenda, speakers, or registration details should also be easily accessible and well structured so search engines can interpret it correctly.",[],{"type":39,"text":46,"spans":1482,"direction":23},[],{"type":39,"text":1484,"spans":1485,"direction":23},"Finally, SEO can also help extend your event's visibility over time. A well-optimized event website can keep generating traffic before, during, and even after the event, while strengthening your brand's or organization's reputation. ",[],{"type":39,"text":46,"spans":1487,"direction":23},[],{"type":39,"text":1489,"spans":1490,"direction":23},"To go further, discover our tips for boosting your website's visibility with SEO.\n",[1491],{"start":754,"end":1492,"type":122,"data":1493},80,{"link_type":124,"url":1494,"target":126},"https://www.digitevent.com/en/blog/event-website-seo-guide",{"type":103,"text":1496,"spans":1497,"direction":23},"Have the guarantee of a secure, GDPR-compliant website",[1498],{"start":34,"end":337,"type":63},{"type":39,"text":1500,"spans":1501,"direction":23},"Of course, your website will collect information about your attendees. You can link it to a Google Analytics account, which means placing cookies on your visitors' computers.\n\nTo remain GDPR-compliant, you must obtain consent and detail your privacy policy. ",[],{"type":39,"text":1503,"spans":1504,"direction":23},"Also check that your website is secure and uses HTTPS.",[],{"type":39,"text":46,"spans":1506,"direction":23},[],{"type":39,"text":1508,"spans":1509,"direction":23},"With Digitevent, these security and compliance requirements are built directly into the platform. Our solution is notably ISO 27001 certified, the leading international standard for information security management, which guarantees strict processes are in place to protect organizers' and attendees' data. ",[],{"type":39,"text":46,"spans":1511,"direction":23},[],{"type":39,"text":1513,"spans":1514,"direction":23},"What's more, all exchanges are secured via HTTPS/SSL, passwords are encrypted, and data is hosted on secure infrastructure located in the European Union. Finally, Digitevent applies strict access management and internal protection rules to ensure the confidentiality and integrity of the data collected during your events. ",[],{"type":39,"text":46,"spans":1516,"direction":23},[],{"type":103,"text":1518,"spans":1519,"direction":23},"Test and retest everything ",[1520],{"start":34,"end":332,"type":63},{"type":39,"text":1522,"spans":1523,"direction":23},"Finally, it's essential to thoroughly test your website, as if you were a visitor. To do this, ask five colleagues to visit your event website, ideally using five different devices and browsers. Don't say anything throughout the test, and listen to every comment, noting each difficulty your colleagues encounter. ",[],{"type":39,"text":46,"spans":1525,"direction":23},[],{"type":39,"text":1527,"spans":1528,"direction":23},"This step is crucial so you can then send your registration invitations with total peace of mind.",[],{"type":39,"text":46,"spans":1530,"direction":23},[],{"type":54,"text":1532,"spans":1533,"direction":23},"What tools can you use to create an event website?",[1534],{"start":34,"end":1535,"type":63},50,{"type":39,"text":1537,"spans":1538,"direction":23},"Several solutions exist for creating a website dedicated to your event. The choice generally depends on your technical skill level, your event management needs, and the level of customization you want for your event website. Some solutions are designed for building standard websites, while others are built specifically for organizing events and managing attendees.",[],{"type":39,"text":46,"spans":1540,"direction":23},[],{"type":103,"text":1542,"spans":1543,"direction":23},"Standard CMS platforms",[],{"type":39,"text":1545,"spans":1546,"direction":23},"CMS (Content Management System) platforms are popular solutions for building websites. They let you design fully customized websites, often with a site editor and numerous plugins.\n",[],{"type":39,"text":1548,"spans":1549,"direction":23},"Examples include WordPress, Webflow, or Wix.\n",[],{"type":39,"text":1551,"spans":1552,"direction":23},"Advantages:",[],{"type":71,"text":1554,"spans":1555,"direction":23},"Great customization flexibility to design a personalized event website or a bespoke site tailored to your brand image.",[1556],{"start":34,"end":982,"type":63},{"type":71,"text":1558,"spans":1559,"direction":23},"A large ecosystem of plugins and integrations to add features like online ticketing, ticket sales, email sending, or forms to manage registrations.",[1560],{"start":34,"end":1561,"type":63},45,{"type":39,"text":87,"spans":1563,"direction":23},[],{"type":39,"text":1565,"spans":1566,"direction":23},"Drawbacks: ",[],{"type":71,"text":1568,"spans":1569,"direction":23},"More technical setup - building a website can be complex without development skills or the help of a web agency.",[1570],{"start":34,"end":270,"type":63},{"type":71,"text":1572,"spans":1573,"direction":23},"Event website features (ticketing, access control, attendee engagement) often rely on several plugins that need to be installed and configured.",[1574],{"start":61,"end":1575,"type":63},142,{"type":71,"text":1577,"spans":1578,"direction":23},"Regular maintenance required : updates, security, hosting, domain name management, and legal aspects.",[1579],{"start":34,"end":279,"type":63},{"type":39,"text":46,"spans":1581,"direction":23},[],{"type":39,"text":46,"spans":1583,"direction":23},[],{"type":103,"text":1585,"spans":1586,"direction":23},"No-code tools",[],{"type":39,"text":1588,"spans":1589,"direction":23},"No-code tools let you build your website easily thanks to an intuitive interface and ready-to-use site templates. They're often used to quickly create a mini event website or a page dedicated to an event.",[],{"type":39,"text":46,"spans":1591,"direction":23},[],{"type":39,"text":1593,"spans":1594,"direction":23},"Examples include Tilda, Framer, or Squarespace.\n",[],{"type":39,"text":1596,"spans":1597,"direction":23},"Advantages: ",[],{"type":71,"text":1599,"spans":1600,"direction":23},"Creating a personalized event website without technical skills, thanks to templates or site models.",[1601],{"start":34,"end":478,"type":63},{"type":71,"text":1603,"spans":1604,"direction":23},"Simple visual interface for easily designing your pages.",[1605],{"start":34,"end":473,"type":63},{"type":71,"text":1607,"spans":1608,"direction":23},"Fast deployment for one-off events or event landing pages.",[1609],{"start":34,"end":240,"type":63},{"type":39,"text":87,"spans":1611,"direction":23},[],{"type":39,"text":1565,"spans":1613,"direction":23},[],{"type":71,"text":1615,"spans":1616,"direction":23},"Limited event features: attendee management, online ticketing, or access control often require external tools.",[1617],{"start":34,"end":80,"type":63},{"type":71,"text":1619,"spans":1620,"direction":23},"Lower scalability for more complex events, such as a trade show or a cultural event.",[1621],{"start":34,"end":120,"type":63},{"type":39,"text":46,"spans":1623,"direction":23},[],{"type":39,"text":46,"spans":1625,"direction":23},[],{"type":103,"text":1627,"spans":1628,"direction":23},"Event platforms",[],{"type":39,"text":1630,"spans":1631,"direction":23},"Some solutions are specially designed for event management. They combine event website creation, ticketing, attendee management, and event communication tools in a single management platform.",[],{"type":39,"text":46,"spans":1633,"direction":23},[],{"type":39,"text":1635,"spans":1636,"direction":23},"Their main benefit? Features that are 100% dedicated to events: managing registrations, ticket sales, access control, sending emails, and real-time attendee management. ",[],{"type":39,"text":46,"spans":1638,"direction":23},[],{"type":39,"text":1640,"spans":1641,"direction":23},"They also let you centralize your entire event organization: the event website, attendee database, communications, and reporting are all brought together in a single tool.",[],{"type":39,"text":46,"spans":1643,"direction":23},[],{"type":39,"text":1645,"spans":1646,"direction":23},"Used well, these platforms save organizers real time: they get a bespoke, easily customizable event website without going through a web agency or a complex website build.\n",[],{"type":39,"text":1648,"spans":1649,"direction":23},"If you want to create an event website quickly while benefiting from comprehensive event management tools, a specialized platform like Digitevent can save you precious time. The solution lets you easily design a personalized event website, manage registrations and online ticketing, communicate with your attendees, and control access, all from an intuitive interface designed for professional event organizers.",[],{"type":39,"text":1651,"spans":1652,"direction":23},"\nWant to see how to create and manage your event website with Digitevent? Request a free demo and discover how the platform can simplify the organization of your events.",[1653],{"start":177,"end":1654,"type":122,"data":1655},93,{"link_type":124,"url":1196,"target":126},{"type":39,"text":46,"spans":1657,"direction":23},[],{"type":39,"text":1659,"spans":1660,"direction":23},"V2 - 14/04/2026",[1661],{"start":34,"end":754,"type":63},[1663],{"primary":1664,"items":1672,"id":1674,"slice_type":536,"slice_label":8},{"seo_title":1665,"seo_meta_descriptions":1668},[1666],{"type":39,"text":1300,"spans":1667},[],[1669],{"type":39,"text":1670,"spans":1671,"direction":23},"Creating an effective event website means combining aesthetics and conversion. Discover 7 best practices for turning your visitors into attendees.",[],[1673],{},"seo$077b66fc-08fb-4ec9-a8a5-5255659a50a5",{"id":1676,"lang":539,"type":9,"uid":1677},"akYmtBIAACoAyuC9","bonnes-pratiques-pour-creer-le-site-devenement-parfait",{"id":1679,"uid":1680,"url":8,"type":9,"tags":1681,"first_publication_date":1682,"slugs":1683,"linked_documents":1685,"lang":16,"data":1686,"_source":1985},"en_blog_article_quels-kpi-mesurer-pour-les-evenements-de-communication","which-kpis-to-measure-for-communication-and-awareness",[11],"2026-07-02T10:07:57+0000",[1684],"quels-kpi-mesurer-pour-les-evenements-de-communication-et-notoriete-",[],{"distribution":11,"article_title":1687,"author_name":1691,"publication_date":1692,"banner_image":1693,"article_content":1701,"main_tag":521,"body":1971},[1688],{"type":20,"text":1689,"spans":1690,"direction":23},"Which KPIs to measure for communication and brand awareness events?",[],"Syrian Fis","2024-06-14T12:50:00+0000",{"dimensions":1694,"alt":1695,"copyright":8,"url":1696,"id":1697,"edit":1698},{"width":28,"height":29},"Loudspeaker on an orange background","https://images.prismic.io/digi-www/99a2319e-8411-4851-ac80-8f064eaf2a79_megaphone.jpeg?auto=format%2Ccompress&rect=0%2C0%2C2025%2C1350&w=900&h=600","YKzHvxAAACYAWd3m",{"x":34,"y":34,"zoom":1699,"background":1700},0.6666666666666666,"#fff",[1702,1705,1707,1710,1712,1715,1720,1724,1727,1729,1732,1734,1738,1740,1743,1745,1748,1750,1753,1757,1761,1763,1766,1768,1771,1773,1777,1779,1782,1784,1788,1790,1793,1795,1798,1800,1809,1811,1814,1816,1820,1822,1826,1829,1832,1836,1838,1841,1847,1859,1861,1863,1866,1868,1874,1877,1879,1883,1885,1888,1891,1893,1896,1898,1905,1907,1910,1912,1915,1917,1920,1923,1926,1928,1932,1934,1937,1939,1942,1945,1948,1951,1955,1957,1961,1963,1966,1968],{"type":39,"text":1703,"spans":1704,"direction":23},"One of the goals of events is to draw attention to your brand. In this article on communication and brand awareness events, we'll walk you through the relevant KPIs to help you measure their success. ",[],{"type":39,"text":46,"spans":1706,"direction":23},[],{"type":39,"text":1708,"spans":1709,"direction":23},"Whether it's a product launch, the presentation of a new offering, a special company celebration, or a client event, your event serves marketing purposes.",[],{"type":39,"text":46,"spans":1711,"direction":23},[],{"type":39,"text":1713,"spans":1714,"direction":23},"There are two types of events: ",[],{"type":1716,"text":1717,"spans":1718,"direction":23},"o-list-item","Those that celebrate a unique occasion: the aim is to create an emotional bond between attendees and the brand (or project). As a secondary goal, you may also want media coverage of the company. \nFor example, a company anniversary celebration, a groundbreaking ceremony, a grand opening.\n",[1719],{"start":34,"end":890,"type":63},{"type":1716,"text":1721,"spans":1722,"direction":23},"Those with a commercial objective: here, the goal is to engage attendees, convince them, and win them over to the company's cause. \nFor example: client events, product launches, sales roadshows, press presentations, etc.",[1723],{"start":34,"end":240,"type":63},{"type":39,"text":1725,"spans":1726,"direction":23},"To define your KPIs, you need to rigorously align them with your event's objectives. This question needs to be addressed at the design phase, not after the event.",[],{"type":39,"text":46,"spans":1728,"direction":23},[],{"type":39,"text":1730,"spans":1731,"direction":23},"Consult with the various stakeholders: sales management, marketing manager, media and press manager, and communications manager, to align on objectives ahead of the event.\n\nThis article gives you some ideas for indicators to help you measure the success or failure of your event:",[],{"type":39,"text":46,"spans":1733,"direction":23},[],{"type":54,"text":1735,"spans":1736,"direction":23},"💸 Sales KPIs and indicators",[1737],{"start":34,"end":705,"type":63},{"type":39,"text":46,"spans":1739,"direction":23},[],{"type":39,"text":1741,"spans":1742,"direction":23},"If your event serves more of a commercial purpose (particularly for B2B events), you'll need to measure its impact in terms of opportunities created, new contacts, or partnerships initiated.",[],{"type":39,"text":46,"spans":1744,"direction":23},[],{"type":39,"text":1746,"spans":1747,"direction":23},"For this to work, you may need to sync certain key information from your CRM (Salesforce, Pipedrive, etc.) with your event management software (Digitevent, of course). You'll then be able to measure your event's impact on your business and get a rough idea of its ROI. ",[],{"type":39,"text":46,"spans":1749,"direction":23},[],{"type":39,"text":1751,"spans":1752,"direction":23},"You can rely on indicators such as: ",[],{"type":39,"text":1754,"spans":1755,"direction":23},"Revenue from the event = (Number of open deals x average deal value x deal conversion rate)",[1756],{"start":34,"end":75,"type":63},{"type":39,"text":1758,"spans":1759,"direction":23},"Cost per lead collected = Estimated revenue from the event / Total cost of the event.",[1760],{"start":34,"end":80,"type":63},{"type":39,"text":46,"spans":1762,"direction":23},[],{"type":39,"text":1764,"spans":1765,"direction":23},"These indicators will let you determine an Event Return on Investment (ROI). This purely factual analysis is the most direct one, and it will let you quickly calculate your event's profitability to help guide future, more optimized marketing efforts. ",[],{"type":39,"text":46,"spans":1767,"direction":23},[],{"type":39,"text":1769,"spans":1770,"direction":23},"Of course, this calculation is an underestimate, since it doesn't account for the awareness and reassurance impact: media, social, and commercial effects over the medium term.",[],{"type":39,"text":46,"spans":1772,"direction":23},[],{"type":54,"text":1774,"spans":1775,"direction":23},"👋 Attendance KPIs and indicators",[1776],{"start":34,"end":113,"type":63},{"type":39,"text":46,"spans":1778,"direction":23},[],{"type":39,"text":1780,"spans":1781,"direction":23},"Attendance (turnout) is an important metric for any event. As proof of how effective your communication campaigns around it were, the attendance rate (for both online and in-person events) can be calculated as follows:",[],{"type":39,"text":46,"spans":1783,"direction":23},[],{"type":39,"text":1785,"spans":1786,"direction":23},"Attendance rate = (Number of attendees present at the event / Number of invitees) x100",[1787],{"start":34,"end":775,"type":63},{"type":39,"text":46,"spans":1789,"direction":23},[],{"type":39,"text":1791,"spans":1792,"direction":23},"You can compare this attendance rate with your targets, or simply with your past events, to gauge your progress.",[],{"type":39,"text":46,"spans":1794,"direction":23},[],{"type":39,"text":1796,"spans":1797,"direction":23},"This calculation relates to the well-known \"no-shows\": invitees who confirm their attendance but don't show up on the day, and so aren't counted as visitors or attendees at the event.",[],{"type":39,"text":46,"spans":1799,"direction":23},[],{"type":39,"text":1801,"spans":1802,"direction":23},"No-show rate = (Number of attendees not checked in among confirmed attendees / number of confirmed attendees) x100 \n\nTo collect this data, use our check-in app for tablets and smartphones during your events, giving you real-time visibility (arrival time, reports, etc.) into your guests' arrivals. Reviewing these dashboards afterward is also extremely valuable and shouldn't be underestimated.",[1803,1804],{"start":34,"end":754,"type":63},{"start":1805,"end":1806,"type":122,"data":1807},147,159,{"link_type":124,"url":1808,"target":126},"https://www.digitevent.com/en/feature/checkin-guestlist-event-app-control-register-participants",{"type":39,"text":46,"spans":1810,"direction":23},[],{"type":39,"text":1812,"spans":1813,"direction":23},"The attendance rate gives you a measure of how relevant your theme is and how well the event's promise matches its target audience. This indicator alone doesn't tell you whether the event was a success, but it does show its potential! ",[],{"type":39,"text":46,"spans":1815,"direction":23},[],{"type":54,"text":1817,"spans":1818,"direction":23},"😀 Attendee satisfaction KPIs",[1819],{"start":34,"end":279,"type":63},{"type":39,"text":46,"spans":1821,"direction":23},[],{"type":1716,"text":1823,"spans":1824,"direction":23},"Net Promoter Score: ",[1825],{"start":34,"end":85,"type":63},{"type":39,"text":1827,"spans":1828,"direction":23},"The Net Promoter Score (or NPS) is an indicator of your event's overall satisfaction rate. This tool is widely used in events, and it's a well-known analysis metric, one of the main ones when it comes to satisfaction (whether of customers or employees).",[],{"type":39,"text":1830,"spans":1831,"direction":23},"Typically: ",[],{"type":39,"text":1833,"spans":1834,"direction":23},"Net Promoter Score = (Promoter rate - Detractor rate) x100",[1835],{"start":34,"end":270,"type":63},{"type":39,"text":46,"spans":1837,"direction":23},[],{"type":39,"text":1839,"spans":1840,"direction":23},"Note that neutral (passive) responses are excluded from the NPS and considered not relevant.",[],{"type":39,"text":1842,"spans":1843,"direction":23},"To calculate your NPS, run a post-event survey. You can send an email campaign with a satisfaction survey directly from the Digitevent tool. ",[1844],{"start":1845,"end":930,"type":122,"data":1846},124,{"link_type":124,"url":1196,"target":126},{"type":39,"text":1848,"spans":1849,"direction":23},"If you'd rather collect this information directly at your event, have your guests fill out these questionnaires using tablets (with built-in quizzes) and work with an event hosting and hostess agency. ",[1850,1855],{"start":1851,"end":1852,"type":122,"data":1853},112,149,{"link_type":124,"url":1854,"target":126},"https://www.handyamo.com/expertise/street-marketing",{"start":311,"end":1856,"type":122,"data":1857},199,{"link_type":124,"url":1858,"target":126},"https://www.agence-labelleequipe.com/evenementiel/",{"type":39,"text":46,"spans":1860,"direction":23},[],{"type":39,"text":46,"spans":1862,"direction":23},[],{"type":39,"text":1864,"spans":1865,"direction":23},"After the event, it's standard practice (but crucial) to give your attendees a satisfaction questionnaire. It's very useful, particularly for calculating several key indicators: did your event create an emotional connection? Did it improve your brand image? Did it help your prospects better understand your product?",[],{"type":39,"text":46,"spans":1867,"direction":23},[],{"type":39,"text":1869,"spans":1870,"direction":23},"     2. Qualitative survey: ",[1871,1872],{"start":34,"end":1339,"type":63},{"start":1873,"end":705,"type":63},8,{"type":39,"text":1875,"spans":1876,"direction":23},"This kind of survey doesn't need to be filled out by everyone. Sometimes it's better to take the time for an in-depth conversation with 10 promoters and 10 detractors than to use a tedious questionnaire that's hard to interpret.",[],{"type":39,"text":46,"spans":1878,"direction":23},[],{"type":54,"text":1880,"spans":1881,"direction":23},"📣 Brand awareness KPIs and indicators",[1882],{"start":34,"end":890,"type":63},{"type":39,"text":46,"spans":1884,"direction":23},[],{"type":71,"text":1886,"spans":1887,"direction":23},"Press coverage: ",[],{"type":39,"text":1889,"spans":1890,"direction":23},"The press (print, TV, or web) is one of the main levers for getting people talking about you (and your event). ",[],{"type":39,"text":46,"spans":1892,"direction":23},[],{"type":39,"text":1894,"spans":1895,"direction":23},"If you invite journalists, make sure to follow up with them on the results of their visit. To do this, you'll definitely need to prepare a press kit for them. \n\nFor the online press or influencers (blogs, etc.), track your backlinks to find press articles that mention your company or event (via Ahrefs, Google Search Console, SEMrush, etc.). You can also ask them to write content mentioning your company, or create it yourself for an even better effect.",[],{"type":39,"text":46,"spans":1897,"direction":23},[],{"type":39,"text":1899,"spans":1900,"direction":23},"You can trace the source of every article and every mention of your site by asking influencers or press officers to add UTM parameters to their links to your site.",[1901],{"start":378,"end":1902,"type":122,"data":1903},123,{"link_type":124,"url":1904,"target":126},"https://www.definitions-marketing.com/definition/utm/",{"type":39,"text":46,"spans":1906,"direction":23},[],{"type":39,"text":1908,"spans":1909,"direction":23},"This press coverage increases your visibility in the media, as well as your e-reputation and your SEO score. ",[],{"type":39,"text":46,"spans":1911,"direction":23},[],{"type":39,"text":1913,"spans":1914,"direction":23},"To measure the impact, it may be wise to use conversion links specific to the event (e.g., a dedicated promo code, or a specific destination URL).",[],{"type":39,"text":46,"spans":1916,"direction":23},[],{"type":71,"text":1918,"spans":1919,"direction":23},"Number of social media followers:",[],{"type":39,"text":1921,"spans":1922,"direction":23},"Your social media channels are probably already one of the ways you communicate with your various audiences.",[],{"type":39,"text":1924,"spans":1925,"direction":23},"Your follower count is one of the obvious indicators to track to see how your event performed in terms of your company's brand awareness.",[],{"type":39,"text":46,"spans":1927,"direction":23},[],{"type":39,"text":1929,"spans":1930,"direction":23},"Follower growth = ((Number of followers 1 week after the event - Number of followers 1 month before the event) / Number of followers 1 month before the event) x100",[1931],{"start":34,"end":775,"type":63},{"type":39,"text":46,"spans":1933,"direction":23},[],{"type":39,"text":1935,"spans":1936,"direction":23},"You can also track tags, shares, and views on your social posts. To maximize these results, create ways for your audience to engage during the event, such as hashtags specific to it. This will let you go further than simply calculating the change in follower count.",[],{"type":39,"text":46,"spans":1938,"direction":23},[],{"type":71,"text":1940,"spans":1941,"direction":23},"Traffic to your website:",[],{"type":39,"text":1943,"spans":1944,"direction":23},"Once someone knows a company's name, a potential customer's first instinct is to search for it on Google. \n",[],{"type":39,"text":1946,"spans":1947,"direction":23},"Of course, if you're a B2C brand organizing an event with limited reach, this indicator may not be relevant (since the event might be a small part of your overall volume).",[],{"type":39,"text":1949,"spans":1950,"direction":23},"If you see your Google Analytics traffic spike during your event, you've probably boosted your brand awareness! ",[],{"type":39,"text":1952,"spans":1953,"direction":23},"Web traffic growth = (Traffic change After Event / Before Event) x100",[1954],{"start":34,"end":485,"type":63},{"type":39,"text":46,"spans":1956,"direction":23},[],{"type":54,"text":1958,"spans":1959,"direction":23},"Conclusion",[1960],{"start":34,"end":1064,"type":63},{"type":39,"text":46,"spans":1962,"direction":23},[],{"type":39,"text":1964,"spans":1965,"direction":23},"The benefit of measuring all these KPIs is also having reports, improving future editions, and having arguments to support your event strategy. Digitevent provides a real-time dashboard for your event, giving you a data-driven approach to your event strategy. ",[],{"type":39,"text":46,"spans":1967,"direction":23},[],{"type":39,"text":1969,"spans":1970,"direction":23},"Be creative, and keep in mind that this article isn't an exhaustive list of metrics. The main thing is to adapt your dashboards to your line of work. Don't be a perfectionist: perfect is the enemy of good. The worst thing would be to forget to measure performance; finding the perfect indicator can take time :)",[],[1972],{"primary":1973,"items":1982,"id":1984,"slice_type":536,"slice_label":8},{"seo_title":1974,"seo_meta_descriptions":1978},[1975],{"type":39,"text":1976,"spans":1977,"direction":23},"How to measure the effectiveness of B2B trade shows in 2021?",[],[1979],{"type":39,"text":1980,"spans":1981,"direction":23},"Company celebrations or awareness events: discover the essential KPIs to define your event communication objectives.",[],[1983],{},"seo$7ef16246-9e54-4f0f-ae95-7f33c3cf6daf",{"id":1986,"lang":539,"type":9,"uid":1987},"akYm0hIAACwAyuEw","quels-kpi-mesurer-pour-les-evenements-de-communication",[],1785423824698]