The essential B2C event website checklist for 2025

In a digital-first world, your website is the most powerful tool you have to attract attendees, convert interest into ticket sales, and build momentum for your event. Whether you’re running a festival, public exhibition, live experience or pop-up — your online presence must be fast, exciting and friction-free.

Here’s a detailed, must-follow checklist to make your event website in 2025 work harder for your audience and your bottom line.

1. Clear, compelling event pitch

The average visitor decides in seconds whether your event is worth their attention. That’s why your homepage needs to immediately answer the big questions: What is it? When is it? Where is it? And why should I go?

How to get it right:

• Put your event name, date, and location above the fold — ideally in your hero section.
• Use a bold headline that captures the essence of the experience. Think: “A weekend of food, fire and flavour in the heart of Brighton.”
• Pair that with an engaging image or trailer that evokes the atmosphere — show, don’t just tell.
• Use a primary call-to-action (CTA) such as “Get tickets now” or “Join the waitlist” — and repeat it throughout the site.

Pro tip: Use language that sparks curiosity or excitement — avoid generic or overly corporate phrasing.

2. Fast, mobile-first experience

Most B2C event traffic comes from mobile — especially from social media, SMS campaigns or mobile ads. If your website doesn’t load fast and display beautifully on smartphones, you're instantly losing ticket sales.

What to focus on:

• Use a mobile-first responsive layout with priority content shown early.
• Make all text readable without zooming and buttons tappable without pinching.
• Optimise for speed: compress images, remove unnecessary scripts, and use a fast, reliable host.
• Avoid clutter. Simplify menus and minimise pop-ups or distractions that might block the purchase path.

Pro tip: Use sticky elements like a floating “Buy Tickets” button that stays visible as users scroll.

3. Simple, secure ticketing flow

Once someone decides to attend, don’t give them reasons to hesitate. Every extra step or confusing message in your ticketing journey increases abandonment.

Best practices:

• Embed or integrate your ticketing provider directly into your site so users don’t feel like they’re being redirected away.
• Offer a clear breakdown of ticket types, pricing, early bird options and what’s included in each tier.
• Display a progress bar or step indicator during checkout so people know what to expect.
• Provide multiple payment options, including Apple Pay, Google Pay, Klarna or PayPal, to match modern consumer expectations.
• Send a confirmation email immediately, ideally with event details, a calendar link and QR code.

Pro tip: Offer upsells like merch, VIP add-ons or group discounts during checkout — not after.

4. Bold, visual branding

You’re selling an experience — not just a ticket. That means your branding must create a mood, a promise, and a sense of identity.

Key branding elements:

• Use dynamic visuals — photography, video trailers, motion graphics — that represent the vibe and diversity of your crowd.
• Maintain consistent colours, fonts and logos across every page, post and promo.
• Write in a voice that reflects your audience — playful, punchy, inclusive or high-energy depending on your event’s style.
• Make sure the design is accessible too — good contrast, legible fonts and no flashing content.

Pro tip: Your website should feel like stepping into your event before they even arrive.

5. Line-up or content showcase

Your audience wants to know: who’s performing, what’s on, what’s different this year? The line-up or core content is the #1 reason most people book.

What to include:

• Highlight headline acts, speakers or activities early and prominently — ideally on the homepage.
• Use visual layouts like grids or cards to display performers, food vendors, markets, workshops, or installations.
• Include bios, images and social links for your acts or partners, giving people more reason to get excited.
• Add a filter or schedule view if your event spans multiple days, stages or zones.

Pro tip: Use the phrase “just announced” to create urgency and drive return traffic as new acts are added.

6. Social proof and FOMO triggers

B2C decisions are emotional and social — people want to be part of something exciting. Social proof turns interest into action, especially when fear of missing out is involved.

Ways to build it in:

• Feature testimonials from previous attendees, ideally with photos or social handles.
• Show real images from past events — not just press shots or logos.
• Share data and credibility markers like: “Over 20,000 attendees last year” or “Voted Best Outdoor Festival 2024.”
• Use copy that reinforces scarcity: “Tickets selling fast,” “Saturday 90% sold,” or “Only 150 early bird tickets left.”

Pro tip: Use urgency ethically — only if it’s real. Trust is just as important as hype.

7. Shareability and social integrations

Events grow through word of mouth and shares — make it as easy as possible for your audience to promote you.

What to include:

• Add social share buttons on ticket pages, blog posts, and artist announcements.
• Integrate live feeds from Instagram, TikTok or X (Twitter) to show active buzz.
• Encourage attendees to use your event hashtag — and display featured posts on your site.
• Use Open Graph and Twitter Card tags to control how your links appear when shared.

Pro tip: Run giveaways, promo codes or early access rewards that reward sharing — and track who’s driving referrals.

8. FAQs and essential info

Don’t wait until someone emails you to find out if parking is available or what the bag policy is. Pre-empt concerns with a detailed but friendly FAQ section.

Include answers to:

• Venue access, transport and parking
• What’s allowed and not allowed (e.g. outside food, camera gear)
• Age restrictions or ID requirements
• Accessibility provisions
• Refund and cancellation policies
• What happens in bad weather (for outdoor events)

Pro tip: Use accordions or collapsible sections to keep FAQs clean and easy to scan.

9. Optimised for search and visibility

B2C audiences often find events by searching things like “things to do in London this weekend” or “summer food festivals UK”. If your site isn’t optimised for search, you're missing traffic.

What to do:

• Use clear, location-based keywords in titles, headers and descriptions
• Add a meta title and meta description to every page — these show up in Google results
• Optimise for image search too — use descriptive filenames and alt tags
  
  
• Get listed on local directories, event listing sites and media guides
  
  
• Consider adding a blog or news section with posts like “Top 5 acts to see at [Your Event]” or “What to bring for your first visit”

Pro tip: Add schema markup (event structured data) so Google can show your dates and location directly in search.

10. Post-event momentum

When the event ends, your relationship with attendees shouldn’t. Your website can help extend the experience — and build for the next one.

Ideas to implement:

• Add a thank-you page with video highlights, media coverage or sponsor shoutouts
• Showcase photo galleries and behind-the-scenes content
• Collect feedback with a post-event survey linked from your site and emails
• Keep your mailing list growing by offering “early access to 2026”
• Sell merchandise or offer digital downloads (e.g. playlists, talks, photo packs)

Pro tip: Announce next year’s dates (even if provisional) as soon as possible — and let visitors register interest right away.

Final thoughts

A successful B2C event website doesn’t just promote — it sells, excites and supports every stage of the attendee journey. In 2025, your website should feel like an extension of the event itself: fast, friendly and full of energy.

Use this expanded checklist to audit your current site or plan your next launch — and if you need a team who understands how to turn browsers into buyers, we build high-converting websites for consumer events that sell out.

Let’s make your next event unforgettable — starting with your website.