Why a website audit is good for your event website

If your event website has been live for a while, or you’ve simply rolled it over from a previous event, there’s a good chance it’s no longer performing at its best. A website audit helps uncover what’s working, what’s holding you back, and where improvements can be made to boost engagement, visibility and conversions.

An audit doesn’t just find faults. It gives you a strategic snapshot of your digital performance, helping you plan ahead with confidence.

What is a website audit?

A website audit is a structured review of your event website’s performance, design, content, and technical setup. It looks at areas such as:

• Site speed and mobile responsiveness
• Conversion points and user journey
• Accessibility and compliance
• Content quality and relevance
• Integration with ticketing or CRM tools

For event websites, this often includes analysing how well your site supports key goals like driving ticket sales, handling registrations or showcasing your programme.

Why an audit matters before your next event

Event websites operate under time pressure, often built quickly, then updated reactively. As a result, small issues build up unnoticed. A website audit allows you to reset and refocus before your next launch cycle.

By identifying weaknesses early, you can:

• Avoid technical issues during peak promotion
• Improve page performance ahead of ad campaigns
• Ensure the site is mobile-friendly for on-the-go users
• Streamline the booking journey to improve sales

This is especially useful if you run annual or recurring events and need to make sure nothing critical has been overlooked between editions.

How a website audit can improve ticket sales

Your event website exists to convert interest into attendance. A thorough audit helps you understand where potential attendees are dropping off, and why.

For example:

• Are calls to action clear and well placed?
• Does your site load too slowly on mobile?
• Are ticket or registration links buried too deep?

By answering these questions, you can implement changes that directly support sales goals, and track those improvements in your analytics.

When is the right time to do a website audit?

There are a few ideal moments in your event cycle to conduct an audit:

• Before launching your next campaign - to ensure your platform is ready
• After an event ends - to review what worked and what didn’t
• When planning a rebrand or format change - to align your site with new goals
• If sales or traffic are dropping - to diagnose potential issues

Even a short audit can reveal low-effort improvements with high impact.

What to expect from a good event website audit

A professional audit should result in a clear, actionable report, not just a list of technical jargon. Expect to receive:

• A breakdown of critical issues and recommended fixes
• Suggestions to improve UX and conversion

The goal is to leave you informed and in control, not overwhelmed.

Final thoughts

An event website audit is one of the most cost-effective ways to improve performance. Whether your goal is to sell more tickets, improve search visibility, or deliver a better experience to your audience, a focused audit will help you get there faster, and with fewer surprises during your next campaign.

If your website hasn’t been reviewed in a while, now’s the time to take a closer look.