Does your live events business need a website?

Cristina Peralta

Jun. 29, 2017

Each month, we bring you tips and tricks for building and maintaining a live event website par excellence. This time, we tackle a question that comes up a lot: “With powerful social media at my fingertips, do I even need a website?”

The short answer is yes and here are five important reasons why.

To bring everything you do together.

We recently launched a website for I.M.P.(It’s My Party), a longstanding Ticketfly partner that promotes concerts and operates a number of successful venues in the Washington D.C. area. I.M.P. began small– in a kid’s bedroom, in fact– and has since grown to produce more than 15,000 events at venues such as 930 Club, Lincoln Amphitheater, and Merriweather Post Pavilion.

Despite their success, I.M.P. never had a dedicated web presence before now. They tasked Ticketfly and Weinland Creative to create a website that could reflects the wide range of events they promote. By bringing a diverse offering of events and content together in one website, I.M.P. is able leverage positive customer sentiment across a number of venues and shows with a must-visit hub for their fans.

The homepage layout displays several levels of event promotion ranging from a large hero slider for headlining acts to an easily scrollable text event list of upcoming events at their five top venues. The site also links out to shared web properties across the I.M.P. network including their “Friends with Benefits” loyalty program, a blog, merchandise store, and links to individual venue sites.

Because social isn’t enough.

Social media is like conversation at a party. It’s lively, engaging, and a great way to learn something new. As powerful as that can be, it’s also temporary. That clever tweet you wrote? It’s fighting a losing battle for attention in your followers’ feeds. If you’re not using paid social advertising, you can only expect that your message is reaching a small portion of your followers. Think of it this way: organic social media is the best way of amplifying your message but it’s not the message itself. You can use your social channels as a way of driving traffic to your website.

To make a great first impression.

Articles and posts are great but a website is where you share your vision and start building connections. The Anthem is a new I.M.P. venue slated to open on the historic Washington, D.C. Wharf later this year. It features an acoustically advanced concert hall that can host marquee performances by music giants such as the Foo Fighters as well as intimate shows by local favorites. The Anthem is set to be an unrivaled combination of convention facility and concert space set against D.C.’s magnificent waterfront with a variable capacity from 2,500 to 6,000 and a glass rooftop ceiling.

Since being officially announced, the Anthem has generated a great deal of interest and in the months before opening, a website is the best destination for fans to learn all about this new venue. The site that Ticketfly and designers 1 Trick Pony built for The Anthem is being rolled out in phases with the first highlighting events and providing basic venue info to visitors. Additional pages with more detail will follow in the months to come. If building out an entire website seems daunting, don’t worry about having it all ready to go at once. Launch what’s absolutely necessary and then keep adding over time.

Round-the-clock accessibility.

A website is hard at work even when you’re not. Your live events site should include details for your shows like when doors open, age restrictions, opening acts, set times, and any other pertinent information. By visiting your website or an event page, a fan should be able to purchase tickets or get answers to most of their questions about your venue regardless of what time it is.

Save time and money on marketing.

No matter how sizeable your operation is, time and money are always at a premium. Websites provide a great deal of marketing value and don’t have to cost a lot. A website also allows people to find your business through online search results– something your 🙌 Instagram post can’t do. Without a website, you’ll need to devote a great deal of time and money to reaching an audience with your message through social media or traditional (offline) marketing.

Convinced it’s time to tackle a new website for your live events business? Drop us a line to learn how Ticketfly can help.

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