By etouches – Nicola Rossetti, VP of Global Marketing
The event website is more important than ever in this digital age. But the context has changed, both in terms of technology and communication. If you are not concerned with marketing efficiency, no-shows at events or getting more business you can skip this post.
#1: Your website is surrounded
Nowadays, your website is just a piece of the puzzle. Twitter, blog, YouTube, partners, LinkedIn etc.: these tools/channels weren’t there 10 years ago and they completely changed the landscape of how to shape and disseminate content. The website is now somehow more static in terms of live info: news goes to the surroundings, with the benefits of accelerating your reach into communities that are already part of this ecosphere.
It’s not about wondering if you should be using social media or not. The picture is bigger. Social media for a fact is a part of your ecosphere.
#2: Your website is everywhere
Guess what? The number of mobile connections to a website is growing exponentially and is about to exceed “classic” connections. Currently 30% of website reach is made from mobile devices. You have to provide your user with a comprehensive website and a good user experience. To achieve that, the modern world offers 2 solutions; a responsive design, or an adaptive design. What’s the difference?
A responsive design is an HTML page with a single code that looks at the size of the screen. If it detects a large screen, you have the classic experience, if you have a small (tablet) or very small (phone) screen, you have a mobile (simpler) view of the content. But it’s the same content, the arrangement is just different.
Adaptive is when your classic website has a code that detects if the connection comes from a mobile device. If yes, the user is transferred to another page, mobile friendly: in this mobile page, you can design completely different content and a new look and feel. If you want, it can be completely “independent” from your website. But it’s two templates that you need to maintain (compared to only one page for responsive), but it offers more flexibility. If mobile is important to your audience, it is a better chance to design a great UI (user interface), for a better UX (user experience) with adaptive technology.
Two other trends (and they pair with the need of mobile responsiveness) are a single page event website and live CMS. Single page websites are trendy. They are responsive and often very visual. The downside is they are not fit if you have a lot of content as you will have to scroll forever. This will not make your day easier if you have functionality or a need to structure lots of sections.
There’s also a new generation of CMS (content management systems – the Word like tools helping you create pages without HTML knowledge). With Froala for example, the administrator can change the page without needing to go to the back end. You edit the live page, bringing WYSIWYG (What you see is what you get) to reality.
We still have one more point about your website, which you are going to want to know about! Follow us to the etouches blog for the full article: Event Websites: 3 Things to Change Now.