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Easy Tweaks to Make Your Event Page Professional and Pretty

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.

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How to Install Google Analytics

Google Analytics

As DIY advocates, we understand the importance of measuring success in affordable ways. When it comes to managing your presence online, tracking results is an easy way to advocate for extra grants, funding, and of course it can help you plan for future events. Google Analytics, used by over 15,000,000 websites worldwide, can help you monitor who is coming to your site, from where, and how often. This information helps you figure out how to plan for and promote your events. Read our tips to get you started with Google Analytics.

Getting started 
Before you start using Google Analytics to track website activity, you’ll need to create a Google account. First, visit,, signup for an account or login with your existing Google information. You’ll be asked to enter in your website address, contact information, etc.

Select your account properties 
Before installing the tracking code to your site, make sure you are selecting the correct website type you wish to track. Google Analytics can support varied types of tracking for a number of websites and online configurations. You can organize your tracking reports by users, properties, website types, and more. For most users, selecting a “Single Domain” dashboard is the standard. This is typically used for a singular blog or website.

Setup your tracking code
Once you’ve completed the signup process, copy and paste the code provided to you in the base HTML of your site. The two places to install the code are the header and the footer of the page. Each of these have advantages and disadvantages. If you add the code to your header, the code will track all visits even if the visitor leaves the page before it has completely loaded but it may increase the load time. If you add the code to your footer, the page will load faster without delays but it will not track the visits of users who leave before all the content has loaded. For instructions on how to install the code on your WordPress site, click here.

Analyze the metrics
After you’ve logged into the appropriate analytics dashboard, you’ll have access to metrics for visit duration, visitor flow, geo-location, device type, and conversation rates. If people are leaving your website on a certain page rather quickly you can adjust the content accordingly to convert people to buying more tickets or merchandise. If more people are visiting your site from a certain geographic area you might consider targeting your marketing efforts better in that city. You can also focus on marketing more or less on a particular device (mobile vs. computer vs. iPad, etc.), depending on the results of your vistor data.

We’ve only covered the very basics for beginning to track your website or blog with Google Analytics. If you’d like more thorough information on how to make the most out of your account, take a look atSimplyBusiness’ Small Business Guide to the Google Analytics.

If you’d like our promotion team to assist you with anything, feel free to email or call (800) 838-3006 (Option 5).

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How to Optimize Your Events for Search Engines


You’ve tapped out your financial resources for promoting your event, but you still need to get noticed on the Web. No problem! By spending a few extra minutes fine-tuning the content you already have, your event could end up at the top of a search result list! We’ve compiled a few of our favorite tips for optimizing your events in search engines, better known as Search Engine Optimization (SEO).

Choose a memorable, descriptive title for your event 
Most event pages (including Brown Paper Tickets) will place the title of your event prominently at the top of the page, as well as embed it in the website’s source code. Search engines use these titles to help group your event with other keyword searches and to indicate what the main topic of the page is. Your event title is a great opportunity to give search engines the right impression!

Bonus: Short and original titles make it easier for your potential ticket buyers to remember, search for, and share your event.

Bad example: An Evening of Music and Theatre
Good example: Acme Theatre Company Sings the Songs of Stephen Sondheim

Mix in keyword text with your images and videos
An eye-catching show poster or behind-the-scenes video are great ways to add extra value to your event pages. Make sure to couple those awesome elements with purposeful text that a search engine can understand. In your event description, use keywords that are similar to your event and type out any information you’ll want search engines to be able to find.

Bonus: YouTube videos that are embedded onto event pages will show up on Google video indexes without a sitemap (no extra coding necessary!).

Share your event link socially
Have a Twitter or Facebook? Start sharing the event link like crazy! The best way to get your event viral promotion online is through social sharing. Create hashtags (#) on Twitter for last-minute contests or giveaways. Post behind-the-scenes photos on Facebook of bands or venues. Word of mouth marketing online has changed drastically because of social media.

Link early and often
In addition to posting your event link on Facebook and Twitter, make sure to link to your event page on any blogs or websites you have access to. Link to other relevant pages from your event page or website, as well. Search engines crawl the Internet by following links to and from other pages to get a better idea of how your page interacts with the rest of the Web.

These are just a few tips for getting your event pages search engine optimized. Want a refresher on SEO and how to make your brand more visibile online? Check out these awesome infographics from Rise Interactive and BloggingPro.

Want to bounce ideas off our Event Promotions team? Give us a call at(800) 838-3006 (Option 5) or email us

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