Event business owners, does your website make customers want to buy – or does it make them cringe?
When does the sales process start – and when does it end? Often it’s over before it begins.
A prospective client either likes you or they don’t – and all the sales technique in the world won’t make a difference. If a prospect is attracted to your business and likes the way you make them feel they will forgive many of your drawbacks. After all, you may not have as big of a selection or as much as experience as that jerk they spoke to, but they’re going to do business with you anyway – because, well you’re not a jerk.
So when does an event buyer decide they like your business? Instantly. That could mean the first time they see your website, pick up your business card or hear a story about you from a friend.
Recently I stumbled over two examples of websites in the event services industry that I think any buyer would love. They immediately convey competence, emotion, fun and warmth. You have to take a look at these examples.
First up is from the Queen of Fuzz herself at AvantGarb.com. They make costumes for company and team mascots – so you’d expect a fun and well designed site – and you won’t be let down. I tripped over this site on LinkedIn the other day and ended up watching their video and looking at all the fun stuff they do. This site makes me want to buy a company mascot costume – I don’t even need one. Check it out here.
Next up is a very clever UK wedding magician, Simon Alexander. “What the heck is a wedding magician,” you ask? One look at Simon’s website and suddenly you’ll see why it makes so much sense to hire him for a wedding reception. The site shows him as an approachable, fun and sophisticated performer. But the video on his site absolutely sells it. I don’t want to spoil the fun for you – check it out here.
These two sites are wonderful examples of how to pre-sell with marketing materials. You’re sold on the business before you ever pick up the phone. Unless something goes horribly wrong on that call, they stand a very good chance of making the sale.
Is your site exciting enough to inspire others to talk about it and your company? Chances are, no. Believe me, I review dozens of sites each month for clients and most are crap. Here’s what’s wrong with most event services websites:
- Outdated. Many look like they were built in the days of dial-up modems and it shows. Clients won’t consciously reject your offer because your site is out of date – they’ll just “feel” skeptical. We’re in the event business – and that means “show business” – and buyers instantly judge the quality of your business from the way you show your wares. How old is your site’s design? It looks it!
- Boring. Most event people copy from other event websites who copied theirs from big, boring corporate websites. They even copy big, boring mission statements. Don’t be boring!
Speaking of mission statements, if you have one on your website that you wrote because it sounded good and you need to fill up pages – get rid of it or change it. You want your mission statement to drive your business – not just to sound impressive.
This is part of a typical mission statement from an unnamed event site:
“To provide the most knowledgeable, professional, resourceful and dependable service in the industry …”
Do you care? Does it have personality? No! It’s buzz-word crap.
Now check out AvantGarb’s mission statement:
“Our goal is to be the physical marketing component for our “parent” company. We strive to deliver countless hugs, laughs and “ooohs!” We resolve to be energetic, rambunctious and effervescent!”
See the difference?
Never forget that marketing, selling and persuasion are driven by emotions – you can’t bore somebody into buying.
Now, go out there, be different and make a difference!
P.S .
Think your site is a great example of a site that sells? Send me a note and I’ll check it out and maybe write about it here!
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Well holy cow Brian, I’m completely flattered by the attention you have given to AvantGarb’s website. I was absolutely bowled over that you poked around enough to even find the mission statement!
It was a great, fun romp reading your blog. I’m delighted we bumped into each other on LinkedIn!
Your mascot maven,
Jennifer – Queen of Fuzz
Still working to get my site on first page of ‘google’. I’m on page two.
Will work on my mission statement now.
Do you think clients are turned off by age of the planner? Rumors are…clients want the young and perky.
Thanks for all your feedback.
Thanks Brian!
I’m green of envy – great website examples that truly inspired me….
Now enough chatting – I gotta go revamp my site that looks like it was “built in the days of dial-up modems.”
Thanks again and keep up the great posts!
Could you take a browse through our web site and tell me what you think needs to be changed. I have been told it is outdated and needs to be made better. Thank you Victor Philips
Hi Brian, you always have great articles. I make a habit to read your emails, no deleting here.
I’ve spent numerous hours fine tuning my site. I would like to take you up on your offer and have you look and tell me what you think of my site. Keep up the excellent work, Scott
Are some clients turned off by the age of the planner? That’s a great question.
Will some brides not hire a planner who is “too old?” Sure, probably just as many who won’t hire a planner who is “too young.” Or the “wrong sex” or the “wrong nationality” or “wrong race.” There are a lot of jerks out there.
You’ll never please everyone. Remember there are 3 types of buyers … (1) – buyers who will like you right away and want to do business with you (2) – buyers who will never do business with you because they “don’t like your kind” and (3) – those buyers who are undecided and may do business with you based on how well you can serve them. Type (3) are the only ones worth trying to impress. Don’t pander to jerks.
You can get bummed out and say “I’m too old,” or “I’m too young.” Or you can look at it this way … “I’m more than happy not to serve a bigot – they don’t deserve me.”
And beyond that, we can bridge our “weaknesses.” A planner who is “too young” should work hard to build up solid credentials and a portfolio of high profile achievements. A planner who is “too old” should work hard to stay on the edge of pop-culture and event trends or consider bringing in a young intern to keep things fresh.
“I don’t know the key to success, but the key to failure is trying to please everybody.” – Bill Cosby
As always, great Article Brian. I just recently started receiving your blog and have found it to be extremely helpful especially in these difficult times. I would be honored if you could give me some feedback on our site. Thanks again and keep up the good work.
Scott – Nice job! Your site is much better than many others out there. The site looks up to date, the layout works. But, there is always room for improvement.
I’d like to see a large auto-play slide show on the home page, above the fold and a very clear navigation to an irresistible “special offer” on an internal page. The slide-show should be powerful and emotional images. The “special offer” must motivate your ideal client to take an action.
The layout is fine as-is for clients who are referred to you, but as a traffic-stopper for the web-surfing shopper it needs more compelling graphics and a call to action. You must give the surfer a strong reason to click on the next page and a stronger reason for them to take an action like calling you or opting in. Feel free to send me a note or call me for a better explanation. Thanks Scott.
Hi Victor,
Yep, it’s time for a makeover! The most prominent thing on your home page is your logo – (who you are) but I think it should be what you can do for the client … images of guests enjoying fine catering and delightful entertainment. The site graphics and fonts should be updated. The navigation bar works fine, but it shows its age. If you are going to do it yourself, I highly recommend a 90 Second Website Builder. I bought it for one of my company sites and was skeptical … it is so easy to use, it looks great and it’s only $77. I just signed up to be an affiliate for the product so I make a few bucks if you buy it through my link (full disclosure!)
But I recommend that you hire a local web designer that has stellar references from local business owners.
You don’t need to pay more than $300 for a make-over.
Important! Make sure you plan out your keywords before you do the make over. For example, the keyword “grill outs” gets 22,000 searches but “bbq catering” gets 33,000. Why not include both?
More images … and video for the entertainment portion.
Dave,
The site is a bit confusing. I’d like to see a very brief description of your offerings without any fluff. The content on your services page should be on your home page so that instantly I can see what you can do for me. Lose the black background – I would like to see a more crisp look.
Use bigger graphics too.
The event buyer wants to do business with a production company that instills confidence. Use more logos of the equipment you rent and use. Show more of your portfolio. (Show, don’t tell us about the jobs you’ve produced.) Get some happy client testimonials and make them prominent. Are you part of any associations? Display it.
And your header graphic needs to be clickable so it brings the visitor back to your homepage.
One idea … have a slide-show or graphic “before & after” video of your team transforming a boring event site into a jaw-dropping gala.
Meserole Street? I grew up in Brooklyn and had to look that one up! That’s a great location for serving the Tri-State area. Give me a buzz if you need a better explanation.
You also need to rethink your meta-tags and keywords. You’re not optimized for getting found on Google. For example. never make the tag for your home page read “home.” Instead, pack it with keywords “NY Event Production Company” or something like that. Don’t get overwhelmed! If you get stuck, you know how to find me!
Brian, thank you so much for your insight. I read your blog regularly and have learned so much. I am constantly trying to read to teach myself ways to improve my business and my website however I feel like I know so little.
I want my website to catch a bride’s attention and not look like everyone else. We are in Dallas, Texas and focusing on the Dallas bride planning her wedding. I would appreciate you looking at it and giving me your honest opinion. I know there are always areas to improve upon!
Karol,
Wow! Your website looks fantastic. You must have a pretty good click through rate. Lot’s of valuable content, links and GREAT graphics. Elegant and professional. Dang! You are Special, K!
Mind sharing your web designing tips with us?
If I were an wedding services professional in Dallas I’d want to be listed here!
Check it out Dallas Wedding Planner
Brian,
As always what a great article…I use mascots/characters for my look-a-like cartoon character birthday party business, so the AvantGarb.com website was a perfect example for me. Their website is informative, exciting, and entertaining. I reevaluated my website, and I think it is also informative, exciting, and entertaining.
Brian – What is your opinion?
The header graphic is nice, the color scheme is good too – fun and whimsical. I’d upgrade the photographs and add more photos. Video is great too. You can do a free video with still photos at animoto.com.
I’d like to see testimonials on the site. That would help sell it.
Importantly, review your SEO … your title tags should not be the name of your company – instead include your best keywords. Also, your site has no meta data like keywords and description.
Finally, get your city in copy. The search engine can’t connect you with local buyers unless you tell then what city you serve.
Thanks Brian for taking a look at the website and your compliments of the site. I don’t know if I have any tips except there has been a ton of hard work to get the website it where it is today. I feel like I am always competing with those national companies like theknot.com, weddingchannel.com, and mywedding.com where so many advertisers want to put their advertising dollars.
Hi Brian,
Many tx for all the great articles and advise. If you wouldn’t mind and have the chance could you please look at my webiste and give me some advise. I know it needs some work. I would like some advise before I can approach someone to help me work on it.
tx muchly.