Need to create a buzz around your event? A community-driven event website could be the answer. Event websites have a unique set of needs that differ from the traditional corporate website, which — when strategically addressed — will stir up excitement in both potential attendees and repeat event-goers. This will result in a website with a lifespan that lasts more than merely the duration of your event. Here are a few of our favorite tips and best practices to keep in mind:

An eye-catching masthead. The event’s logo, dates, and schedule should be eye-catching, dynamic and hold a prominent place in the masthead. The masthead is your first chance to market this event, and unlike corporate sites where the main image area can take center stage, an event website needs to give instant satisfaction for visitors who are looking for top-level information. For example, Chirp, a Twitter developer conference, ensures fans immediate access to key information on page-load by giving heavy real estate to the event’s logo and by using a distinct cut-paper illustration style to distinguish their masthead and capture the user’s attention.

Photography, videos, and audio from past years. Media from past years both educates and excites potential event attendees but also prompts recurring event-goers to revisit the site and relive the event. Bonnaroo, a music festival in Tennessee, pulls in videos on Bonnaroo culture from YouTube onto their homepage. This is a great draw for site visitors and also encourages event-goers to create their own content and potentially be featured on the site.

Integrate social media outlets. Use social media components on the site to create buzz for your event. Having a live Twitter feed, Facebook integration, Flickr gallery, and YouTube videos will all help create a community around your event and serve as free advertising by showcasing enticing accolades from existing fans. Bumbershoot, a music & arts festival in Seattle, successfully uses all these outlets to support the event’s online presence.

Resources, resources, resources. Give your visitors helpful resources to plan for the event. A map of the event grounds, forecasts for the event and the days leading up, email newsletters, and a blog full of updates and teasers are all great ways to prepare event-goers. The website for Washington, DC’s Walk for Depression Awareness includes resources like these along with a real-time countdown to the event and links for ways to get involved.

Keep your mobile audience in mind. Attendees want quick and easy access to event info, especially when at the event, so keep your website mobile-device friendly. Create an iPhone website bookmark icon so event-goers can have instant access to your event site (check out my blog entry on custom-design iPhone icons for more info). Likewise, free downloads such as branded mobile and desktop wallpapers are fun for attendees and provide additional advertising for your event. The website for the state of Utah offers free travel guides in 5 languages available online or in print by mail.

Customize your event website each year. Any large-scale event should refresh their site design in parallel with their event frequency. A refresh allows for integration of updated branding and also builds excitement around the event. A great example of event website customization is the suite of websites for the state of Tennessee, which also has summer, fall, winter, and spring sites. Tennessee not only tailors their seasonal state experience for the user; they update those seasonal sites each year.

Check out the website we did for the Boston Pop’s Fireworks Spectacular to see ALL of these techniques in action. Get in touch with us or give us a call at 617.338.8922 to get your event’s website started today!