An event website in your brand identity: where your invitee decides to attend

An event website is a custom-built website for a corporate event, designed in the organisation’s brand identity and the theme of the event, where invitees can view the programme and register directly.

Between the invitation and the registration, there is one page that makes all the difference: the event website. This is where your invitee reads about the programme, who will be speaking and why they should make time in their calendar. If the page looks like a standard registration form, part of the persuasive power of your invitation is lost.

The event website is a brand moment, not a form

For a brand activation manager, the event website is part of the same sequence as the invitation, e-ticket and reception. That sequence only works if the visual experience flows consistently throughout. Colours, typography and visual language come from the organisation’s brand identity, complemented by the theme of the event.

Activo builds the event website to measure and connects it to the event registration system. Registration therefore takes place on the same site, in the same design, without sending the visitor to an external environment.

What should be included on the event website

Keep the page compact. Your invitee decides within a minute whether this event is worth their time.

• The reason for the event and its theme in a few sentences
• The programme with times and speakers
• Practical information: location, accessibility and dress code where relevant
• A clear registration button, also halfway down the page

Keep the registration form itself as short as possible. Every additional field costs you registrations; you can read which information you really need in the article about which data to request during event registration.

Multiple audiences on the same site

At a client event or relationship event, different groups may arrive at the same event website. Customers, partners, employees and speakers see the same design, but where necessary they can be given their own programme or their own route through the registration form.

This keeps the brand consistent without having to build four separate websites. The groups remain separated in the participant overview, making communication in the following weeks much easier.

From the event website to the on-site reception

Anyone who registers receives a confirmation with the e-ticket. That ticket uses the same style as the event website; you can read more about why this matters in the article about the e-ticket as the first brand moment. On the day of the event, it is scanned at the entrance, after which the badge is issued in the same design.

For marketing and communications, this means one continuous experience and minimal operational hassle. Activo takes care of the technology, registration and on-site reception, and has been doing so for corporate events and conferences since 1997.

Frequently asked questions about an event website in your brand identity