Why your event website needs targeted landing pages

So you’ve got an event website—complete with all the key info: speakers, schedules, ticketing, and FAQs. You’re ready to promote, right? Almost.

If you’re relying on just your main event website to drive conversions, you might be missing a big opportunity. Enter targeted landing pages—custom pages designed for specific campaigns, audiences, or messages. They’re one of the most effective tools to boost engagement, increase sign-ups, and make your marketing more agile.

Here’s why even the most polished event websites should be using landing pages:

1. Hyper-relevant messaging for different audiences

Not all attendees are the same. A startup founder and a student might be interested in the same event for totally different reasons. Landing pages let you speak directly to each audience segment—using tailored copy, images, and calls to action that resonate with their specific goals or challenges.

2. Perfect for paid ads and email campaigns

Running Facebook ads? Google search campaigns? Email blasts to your partners’ mailing lists? Instead of sending everyone to your homepage, create a landing page that matches the message of each campaign. This boosts your conversion rate and lowers bounce by providing a seamless journey from ad to action.

3. A/B testing without disrupting the main site

Want to test two different messages, headlines, or layouts? You can do that without touching your main event website. Landing pages make it easy to experiment and optimise, so you can find what works best—fast.

4. Highlight special offers or limited-time deals

Got an early bird special? A group discount? A partner promo code? Create a landing page just for that. It builds urgency, keeps the message focused, and makes tracking campaign performance a breeze.

5. Cleaner analytics and ROI tracking

With separate landing pages, it’s easy to assign UTM parameters, track conversions by source, and measure exactly which campaigns are bringing in registrations. No need to dig through site-wide data—landing pages give you clarity and control.

6. Better mobile experience

Sometimes your full event website isn’t optimised for quick decision-making—especially on mobile. A streamlined landing page can give mobile users just what they need to register or sign up, without unnecessary scrolling or navigation.

7. Event brand consistency with flexibility

Landing pages can still follow your event’s brand guidelines, but offer the flexibility to play with design elements, tone, or layout depending on the context. It’s like a mini-campaign within your bigger campaign—without diluting your brand.

Final thoughts

Even with a great event website, targeted landing pages are where your marketing really performs. They let you connect with the right people, say the right things, and guide them to take action—whether that’s registering, buying a ticket, or RSVPing for a side event.

So the question isn’t “Should we create landing pages?”
It’s “How many should we test this week?”

Want help building high-converting landing pages for your event? We can help.