2. HAVE A BAD HOST
• Some hosts don’t monitor for traffic spikes
• Some hosts don’t isolate your space from your neighbor’s
• With many hosting plans, someone else’s high traffic or improper usage can affect you
WHAT CAN YOU DO?
• Scale server capacity during peak times
• Buy more servers and split processes
• Invest in dedicated server space
(more expensive but fewer or more reliable neighbors)
• Make sure the platform your website is on is up to date
3. BE INVISIBLE TO GOOGLE
Most people that search for your festival name are going to find your website.
What about other things they type?
• What keywords are strong?
• How can you use keywords to get a better ranking on Google?
LONG TAIL WORDS
• More descriptive = fewer searches = more likely to find you
• More descriptive = more interest in you anyway!
• More descriptive = costs less if you advertise
• EX: Family fun, music festival, animal exhibits
Type in any word, find out the trends and search
history of that term!
11. HIDE CONTACT INFO
Very poor customer service to only have a contact us form on your website
• Utilize email aliases if you’re worried
• At least one phone number should always
12. FEATURE TEXT INSTEAD OF PHOTOS
Engagement per follower is 58 times higher on Instagram than on Facebook.
DOES IT REALLY MATTER?
• Provide a personal connection to your event and your brand
• Evoke desire to “do what they’re doing”
• Allow visitors to virtually experience your event all year long
DOES IT REALLY MATTER?
Albums do even better than single photos, so don‘t forget those!
14. DON’T THINK ABOUT VIDEO
Visitors will engage with your site if they’re watching videos or listening to music!
• Video brings an average of 3 times more visitors to your site per month
• Organic search traffic increases by 157%
• The average website visitor spends 88% longer on sites with video
APPEALS TO MILLENNIALS
4 BILLION videos are watched every DAY on YouTube
• 18 - 49 year olds watch more YouTube than any cable TV network.
• Use an eye catching thumbnail to encourage more clicks
-Use what you just learned about photos!
• Film “behind-the-scenes” with performers, event organizers etc.
• Tour of the grounds videos can be fun and informative!
SHORT AND SWEET
Use what social media has taught us about video.
• Instagram Video 15 seconds
• On Facebook, videos can be any length but they automatically play as you
scroll past, so first few seconds must be compelling!
VIDEO REFERENCES IN EMAIL
Using the word “video” in an email subject line:
• BOOSTS open rates 19%
• INCREASES click-through rates by 65%
• REDUCES unsubscribes by 26%
15. BURY CONTENT IN .PDF
PDFs are the easiest way to keep customers from seeing your content!
• Poor SEO – Search engines can’t always read the content
• Your internal site search can’t read them
• Adds an extra click for your customers
• No exposure to photos/videos on your website
16. DISMISS USER-GENERATED CONTENT
That’s what social media is right? We already know people love it!
• Allow customers to share photos, info
• Ask sponsors/guest writers to contribute to your blog
• Put customer YouTube videos on your website
• Share Instagram content of people at your festival
• Integrate customer reviews
User Generated Content
92% of consumers trust online content from friends and
family above all other forms of brand messaging
50% of consumers find UGC more
memorable than brand produced
18. IGNORE CUSTOMER VIBE
If your people are talking about memes, include memes on your website.
• If Snapchat is all the rage, use Snapchat
• Current events can provide great content
• Not every option is good for every event
19. IGNORE YOUR ANALYTICS
What should you watch?
• Google Analytics
• Facebook post analytics
• Email opens & click-throughs
20. DON’T ASK FOR ANY INPUT
Sometimes we are the softest critics of our own work and websites
• Ask your friends to buy a ticket from your website while you watch
• See how easy it is for them to get to important information
• The thing you’re missing may be the thing they catch!