There have been many times where I have wanted to get more information about an event, and the link takes me to the main website. I then have to search for the event. Sometimes I find it right away. Sometimes I end up clicking on “upcoming” and then have to search in a list, click on the event, and maybe it will take me to a page with more information than where I came from. Then the search for the ticket link begins. It might be in the main menu. It might be on the “upcoming” page. It might be on the events page. Sometimes I end up clicking two to four links to get there.

If I, an avid arts attendee can get a little peeved about this “find the link” game, I am sure your audience members are probably not enjoying this game either. Also, think of the press and other people you are sharing the information with, perhaps via social media. You do not want to waste their time either.

I suggest that for every event you have, create a specific page for it. On this page, include the special information about the event, a photo or video to peak interest, and the direct ticket link. Easy peasy, no searching around, and when you promote the event, boom, all the information is there for people at the click of only one link!

Thank you for your consideration. Everyone will be happier if you do this!

Cheers to happy and loyal audiences,
Shoshana

Shoshana Fanizza
Chief Audience Builder, ADS