Design your perfect event website: UX best practices.

Ever wondered what makes an event website look great and doesn’t send attendees running for the exit (or the back button)?

Striking the right balance between great design and functionality is key to successful event registration. 

Your website is basically the front door to your event. It needs to welcome people in, give them the info they need, and make registration effortless.

To break it all down, we sat down with Kris Woolsey, Senior Project Manager at Kubeworks. They specialize in website development, design, attendee management, and event marketing. GoGather partners closely with Kubeworks to create smooth, stress-free corporate events for clients worldwide, so we wanted to get their take on what makes a site stand out.

Quick summary.

Here’s what we’ll dive into:

• Design best practices for event websites
• Accessibility—because everyone should have a great online experience
• Balancing aesthetics with functionality (make your website pretty and practical)
• Must-have integrations for event sites
• Optimizing for mobile users (because everyone’s on their phone)
• Common UX/UI mistakes to avoid
• The future of event website design

Sound like something you need? Keep reading along to learn more. 

Part 1: design best practices.

Key elements of a high-performing event website.

A successful event website starts with clarity, simplicity, and consistency.

Clarity.

Your website should be well thought out, with a clear structure that makes finding information easy. Every page should have a purpose, and attendees shouldn’t have to spend extra time digging around to find what they need.

Simplicity.

Unnecessary elements can clutter the experience. Streamlining the registration process and keeping the design clean will ensure visitors stay focused on signing up for your event.

Consistency.

Make sure dates, times, and formats are uniform across all pages and emails. Small inconsistencies can create confusion and make people think twice about attending your event.

Why good design makes your whole event experience better.

A well-designed event site reduces pre-event anxiety and keeps attendees from second-guessing their decision to attend.  

The quickest way to annoy an attendee? 

A frustrating, glitchy payment system that makes them wonder if they just signed up for an event or accidentally donated to a mystery fund. A clean, easy-to-navigate website layout reassures attendees that they’re in the right place and have everything they need. 

This is especially important for first-timers who might already be feeling a little unsure about what to expect. Make sure your website design is smooth and simple, and your “Register” button actually works.

Accessibility: ensuring inclusivity in event websites.

Accessibility is more important than ever, and an inclusive website ensures that all your attendees can navigate and interact with your content. 

Here are some tips for how to do so:

• Use larger, readable fonts to assist those with visual impairments.
• Include alt tags on images so that screen readers can describe them for visually impaired users.
• Ensure all emails and registration forms are also accessible.
• Optimize for mobile use, as many attendees will register and access information on their phones.
• Use best practices for accessibility, such as readability of fonts and colors for screens, clear H1 and H2 tags, etc.

Balancing aesthetics with functionality.

Your event website should find the sweet spot between looking great and being easy to use. Not sure what to do? Here are some guidelines to ensure maximum usability: 

• Images should be high quality but optimized for quick loading (under 500KB).
• A 50/50 balance between design and functionality ensures the site is both visually appealing and easy to use.
• Avoid one-page scrolling sites, which have become trendy but can be frustrating for users looking for specific details. Instead, use tabs and separate pages to make navigation smoother.

Part 2: functionality and flow.

Making registration smooth and simple.

A seamless registration experience means fewer drop-offs and happier attendees. Here are some tips to help you achieve that:

• Navigation should be clear, with logical steps guiding the user through the process.
• Avoid long, overwhelming registration forms. Breaking the process into multiple pages reduces fatigue and improves completion rates.
• Offer clear instructions and confirmations at each step so attendees know what to expect.
  
  

Must-have integrations for event sites.

Your event website can integrate with key tools for a smooth experience. Here’s how you can make it happen:

• CRM and marketing automation systems help manage attendee data and follow-ups.
• GDPR compliance tools ensure data is stored securely and lawfully.
• Automated email confirmations and “know before you go” emails keep attendees informed.

Are you optimizing for mobile users?

More attendees than ever are registering via mobile devices, yet many event sites still don’t prioritize mobile optimization. Considering that around 64% of internet traffic comes from mobile devices (compared to just 36% from desktops), ignoring mobile users is turning away half your audience.

• Test your website on multiple devices to ensure smooth navigation.
• Keep registration forms mobile-friendly with simple fields and easy-to-click buttons.
• Minimize pop-ups and overly complex layouts that can be frustrating on smaller screens.

If your event site isn’t mobile-friendly, you’re making it harder for attendees to sign up.

Common mistakes in event website design.

One of the biggest mistakes companies make is failing to thoroughly test their site before launching.

• Websites often go through a visioning phase but aren’t tested enough once development is complete. You should go through the registration process yourself to catch errors and refine the experience before your attendees do so.
• Grammar and copy errors, inconsistent design, or overly complicated registration forms can frustrate users and lead to drop-offs.
• Email design is often overlooked or delayed, but well-designed, attractive invitations are critical to getting people to register. Additionally, ensuring high deliverability rates for emails (aiming for at least 90%) is a must, as security protocols have made it harder to reach attendees' inboxes.
• Different event management platforms like Cvent and Swoogo each have their own quirks, so working closely with these systems helps optimize your email and website performance.

The future of event website design.

Looking ahead, AI and automation will continue to shape event website design. As clients demand more visually engaging sites, tools that simplify design without requiring deep technical expertise will become more prevalent. 

While registration sites used to be purely functional, there's now a growing emphasis on branding and user experience, as 75% of consumers judge a company's credibility based on its website design. 

Conclusion.

A well-designed event website is an extension of your event experience. By prioritizing clarity, accessibility, and ease of use, you'll create a site that sets the stage for a successful event.

Kris’s top piece of advice? As technology evolves, it's important to stay ahead of trends in both design and usability—making sure your website not only looks good, but works smoothly too. That balance is what keeps your event site effective and attendee-friendly.

Ready to create your best event yet?

At GoGather, we’ve got a team of dedicated event planners and strategists who are passionate about helping you achieve your goals and connecting your people. Our focus is on delivering the most collaborative and transparent event management services in the industry. 

Plus, we’ve got strong connections with top-tier suppliers, like Kubeworks, to help make your event even better. Let’s set up a time to chat about your event goals and how we can bring them to life.