Hosting an event on Brown Paper Tickets? Congrats. Creating a visually compelling and informative event page is a key factor to selling out your event.

Before you create your event page, the first thing to do is brainstorm various aspects that are important to highlight. To do this, consider events that have attracted you in the past.

Were they visually appealing? Did the description spark interest and intrigue? Take what inspires you and translate that into your event creation. Along with a clear and compelling event name, you will want to create a compelling event description and short description.

• The short description will display in search results, in our weekly event mailing list and third-party event calendars. It is a summary of your full description with intriguing aspects of your full description.
• Give potential attendees all the information they need, so they have no lingering questions that could delay ticket purchase.
• Highlight what attendees should expect, and the unique aspects that set your event apart from similar events.
• Use bullet points to display key information so the information is easy for readers to scan.

Add a visual component next. Do you have high-quality images of the artist or event flyer? If so, upload it onto the event itself; this will further polish the professional look of your page. Feature the artist you’re promoting by uploading recent live performances, artist interviews, or anything relative to the performers and the event. Think about the possible attendees that have never heard of the artist and display any work that you think highlights the artist best. To make a bigger impact, upload the material into the event description to appear full frame so that everyone can gain a feel for the genre, style, and sound. Unsure how to post a YouTube video full frame?  This simple tutorial has you covered.

You can also use basic HTML coding to hyperlink artist’s websites, social media pages, or relevant interviews or articles. This can also help boost your presence and improve page ranking on search engines such as Google.  You can see exactly how things will look on your page with our tutorial here.

Now, let’s talk about sales incentives. Buyers often wait until the last minute to purchase tickets. Offering an incentive to those who secure their spots early on can jumpstart your sales and give you an idea on “where you are” in promoting your event.

How to incentivize attendees to buy early:

• Create a higher day-of or door price
• Have early bird pricing or tiered pricing that rises closer to the event
• Offer priority seating or entry to the first ( x ) people that secure tickets

To tie up all loose ends on your event page, you will want to link your Facebook Event and Twitter account to your Brown Paper Tickets event page. Linking everything will allow for a smooth transition for possible attendees to further get a feel for your event and performers.

You can further boost your search engine ranking by implementing basic Search Engine Optimization (SEO) techniques. That way, when people search certain key terms, they’ll easily find your event. Avoid copying and pasting. Vary your event description from one site to the next—search engines don’t like duplicate content, so use different descriptions wherever you list your event. Make sure you add keywords—if you’re hosting a theater or music event, add “music” or “musical” or “”theater” to help your event appear in search results. But don’t jam your descriptions full of these terms; use them naturally. Read this post for more event-related SEO tips and techniques.

Once you have everything up and running, keep that momentum going. Think about how you are going to announce and present your event on social media. Check out these 10 Crucial Steps to Announcing Your Events on Social Media.