When was the last time you gave your event planning website a good check-up? Experts recommend conducting a site audit at least once a year, but if your engagement is dropping or your leads have slowed, it’s time for immediate action. And at the lighting pace at which business moves today online, it’s probably an even better idea to conduct a website audit even more frequently.
But what can you really learn from a website audit?
A thorough site audit (with the right tools and guidance) helps you determine what’s working, what’s failing miserably, and what needs a little TLC. It helps polish your site’s overall user experience so visitors stick around – and, more importantly, book your event services. See what all you can glean from a fresh look and tune-up of your event business’ online presence.
See how user-friendly your event planning website is for clients
Are visitors bouncing seconds after they land on your site? If so, it might be time to rethink the design. An audit will show you if your site is easy to navigate and if important information is easy to find. Plus, it will reveal if your booking process is seamless – or super frustrating.
Gauge if your site is fast (or annoyingly slow)
Real talk: If your site is slow, potential clients will click away before they even see your best work. No one has time to wait for a sluggish website to load. A thorough audit will not only pinpoint slow-loading pages but suggest ways to speed things up.
Check the data to see if SEO is working in your favor
If your website doesn’t appear in search results, does it even really exist? An audit will analyze your SEO strategy by checking the effectiveness of your keywords and meta descriptions. It will tell you whether your site is ranking for the right audience.
Insight: SEO and AI search results (AI overviews) are always changing. Strong keywords, answering frequently asked questions, and providing high-value content your event clients actually want to see will all help your event planning website to rank in search results.
Learn how well your content converts visitors to event-planning clients
Your website has one job: to convert potential customers! Is your content engaging, with clear call-to-actions? An audit will highlight any gaps in your content strategy so you can start turning visitors into potential clients.
Check your event planning brand health
An inconsistent brand is confusing at best and forgettable at worst. Want a cohesive look, voice, and message? You guessed it: audit time. A consistent brand builds trust with potential clients and makes your business more memorable.
Insight: By brand consistency, we mean visual consistency of your logo, colors, and event-planning brand voice throughout every page of your website.
Pulse-check your site’s mobile experience
Did you know that more than half of web traffic comes from mobile devices? If your site isn’t mobile-friendly, you’re losing leads, full stop. An audit will confirm if your site looks great and functions well on all devices, or if it’s sending mobile users running to the hills.
Insight: What does it mean to make your site mobile-friendly? A brilliantly designed and formatted website will automatically adjust to adapt to various devices, including smaller-screened mobile devices. Menus might shift location for easier navigation on different screen sizes, and images will adapt.
Spot opportunities to improve your social proof
One of the best ways to build trust in your business is with social proof. Think client testimonials, case studies, and event photos. These elements help potential clients determine that you’re the event planner they need, and an audit can highlight where proof is missing.
Learn the website insights you need at The Expo
A website audit ensures your site is helping, not hurting, your business. It gives you insight into what’s working, what isn’t, and how you can make improvements to enhance your site’s user experience and, ultimately, book more event clients. And if you want even more insider knowledge on boosting your event planning success, don’t miss The Event Planner Expo 2025! It’s where the best of the best event planners, vendors, marketers, and more come together for three jam-packed days to share industry insights and knowledge – so you won’t want to miss it. Get your tickets today.
