Answering attendee questions is an inevitable part of event planning. With all the tasks that must be kept track of, answering the same questions over, and over, and over again is not only time-consuming, it loses the registrant’s momentum and excitement that leads to more sales and larger attendance! By putting an event FAQ on your landing page or event registration page, you’re more likely to generate sales by answering their questions immediately.
Here are some thoughts on writing your FAQ page in a way that’ll effectively keep attendees in-the-know:
- Put yourself in their shoes. What would YOU want to know if you were attending your event? Think about the entire attendee experience – from registering to attending to post-event follow up – and consider any questions that may come up along the way. (Bonus: This could be a fun brainstorm meeting with your team!). Your event FAQ will not only serve to set expectations, but will build excitement that leads to more ticket sales!
- Write it early. Point to it often. Start by building out the basics - date, location, time, etc. - and add to it when other details come up. You could even use an updated event FAQ as an excuse to stay top of mind and send regular communications to registrants. (Without being annoying, of course.) A few other places that make sense for linking your FAQ: The registration confirmation page, social media, and in your event app.
- Simplify, simplify. Being so close to the planning process means that the details are going to be much more obvious to you. That’s why it’s so important to thoroughly simplify your event FAQ section! One exercise you can try is called ELI5 (Explain Like I’m 5 years old) – this will help you slow down and consider what questions to answer, as well as how to answer them, for someone who may be new to your industry and who might be attending their first ever event.
- Speak casually to your attendees.You may be used to writing a certain way for your website or in corporate communications, but your attendees just want simple, straightforward answers. When writing the questions and answers in your event FAQ, consider using a casual tone and style of writing that communicates not just the info, but excitement!
- Look at the FAQs of events you admire. Imitation is the sincerest form of flattery, right? Take a look at what questions similar events are answering on their event FAQ page and - if it applies to yours - answer it! If anything, this exercise may spark ideas for answering questions you hadn’t considered yet.
- Reiterate information in different ways. Most people scan a webpage for specific tidbits of information, rather than reading the entire thing top to bottom like a page from a novel. One way to effectively communicate the information on your event FAQ page is to repeat yourself in different ways. If you have an answer to a question that is 2 – 3 sentences long and communicates multiple points, reiterate that info in bullet points below the small paragraph.
- Most readers scan for quick info
- Repeat key info often and in different ways
- Use bullet points to reinforce info simplistically (like this!)
Now that you know the 6 most important tips to keep in mind when writing your event FAQ, here are 10 sample questions that you can borrow (shhh, we won’t tell anyone):
- Who is this event for?
- Who will be speaking?
- How can I buy tickets and what form of payment is accepted?
- What kind of tickets are used and can I use my phone for mobile ticketing?
- Can I purchase my ticket onsite the day of the event?
- Do you offer any kind of group/military/student discount?
- How do I attend a virtual event?
- Is there a conference app I can download?
- What is your refund policy? What happens in the case of a cancelled event?
- Will I get an event certificate for attending?
Anticipating attendee questions means your attendees can put the more trivial (although important!) details aside, and really focus on your event’s content. That’s key to paving the way to an engaged group! To really supercharge your attendee engagement, take a look at the tips in our free guide.