If you have a visitor attraction, you’ll likely have events that you run. Some might be one-off events, some may be regularly occurring.

In this post we will guide you through organising your events and maximising their engagement and visibility online.

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Understanding Your Audience

What are your audience going to be searching for to find your events?

A parent may search for “family events/things to do in YOUR CITY/TOWN”, or an individual may simply be searching for a more specific event, like “Halloween events near me”. Ensuring your have content to match these queries will help capture this audience.

Don’t leave your events page blank with just the titles of your events and minimal to no information, which we’ve seen happen a lot. Write about who your events are for, what seasonal period they’re celebrating, and more. The events section on your website shouldn’t just be a mere storage area of your events, it should speak to your audience and (search engines)!

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Planning Your Event Content

If you don’t already, develop a calendar to plan your event content in advance. This helps in maintaining a steady stream of updates and ensures that you’re prepared for seasonal events or special occasions.

Include all necessary details like date, time, location, price, and any age restrictions. The more information you provide, the easier it is for visitors to plan their attendance as it will help remove any potential blockers.

Adding event schema data will also help search engines understand your event better and feature it in an Events featured listing in search results, adding another layer of visibility.

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Creating Compelling Event Descriptions

Use vivid language to paint a picture of the event, making it sound exciting and unmissable. 

Incorporate storytelling elements to give a taste of the experience that awaits the visitors, making each event seem unique.

If its for kids, tell your audience why their kids will have amazing fun at your event!

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Using High-Quality Visuals

Visuals are key to attracting attention. High-quality photos and videos can significantly enhance the appeal of your events.

Ensure that the visuals are clear, professionally shot, and relevant to the event. They should serve to complement and elevate your event descriptions.

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GMB and Social Media

Utilise social media platforms to extend the reach of your events. Share teasers, event countdowns, and behind-the-scenes looks to build excitement.

Also be sure you make use of your Google Business Page’s “Events” function so that your events can be seen in the search results straight away.

Promoting your event content in this way can significantly increase visibility and attendance.

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Accessibility and Inclusivity in Event Content

Make sure that your event content is accessible to everyone. Include information about accessibility features at your events, such as wheelchair accessibility, sign language interpretation, or sensory-friendly options.

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Creating unforgettable event content for your visitor attraction website is a dynamic and ongoing process. By following these strategies, you can ensure that your events become more visible to users and be much more engaging.