If you’ve ever tried to find key information on a trade show or event website, you know how frustrating it can be.
Recently, I posed the question on LinkedIn: “What can trade show organizers do to make the event website more helpful & user-friendly?”
That sparked a lively discussion of common website problems and practical solutions. So I want to share what exhibitors and attendees are saying, and offer a few tips to help event organizers improve their websites to better serve everyone.
Common Website Frustrations
The biggest issue? Event websites often bury critical details or even fail to provide basic information that exhibitors and attendees really need. For example:
- Important exhibitor details are buried or incomplete.
- FAQ sections are missing, making quick answers hard to find.
- After an event ends, websites often go “dark” until the next show ramps up – leaving users without resources for months.
All of that leaves exhibitors, sponsors, and attendees struggling to find the important information they need to plan their participation.
What Exhibitors and Attendees Want
You can read the full discussion on LinkedIn using this link, but here’s a summary of what event profs said they want from trade show websites:
- Easy access to past and current exhibitor lists so they can evaluate whether they want to participate. (This should be a no-brainer!)
- Transparent sponsorship pricing posted online immediately after the previous event. (No gating the info or making them wait days for an email reply.)
- Fast access to agendas and pricing to speed up decision making.
- Simple navigation or landing pages tailored to different audiences: exhibitors, attendees, and sponsors.
- Focus on the audience needs (both returning & new) instead of talking about “look how great we are.”
- Clear language that easily explains who the show is for and what it offers. Stop talking to only the insiders – lose the jargon & “alphabet soup”!
- Mobile-friendly design with real-time updates and interactive tools.
- Save-the-date calendar widgets so users can add the event easily with one click.
- Integrated features like hotel and travel booking directly on the site can help make planning easier.
- Year-round value added with on-demand content, exhibitor reviews, and exclusive offers to keep people engaged between events. (This is something I’ve been saying for YEARS!)
And here’s a handy checklist Al Mercuro from Genesis Exhibits shared with a few practical website improvements, via his favorite AI assistant:
- Design for mobile optimization and accessibility compliance so everyone can use the site.
- Use SEO best practices to improve search visibility and drive organic traffic.
- Highlight trust signals like testimonials and press coverage.
- Showcase sustainability efforts that are aligned with industry standards.
Why Does All of This Matter?
Event websites should be more than just a temporary information hub – they can be a year-round resource that empowers exhibitors, sponsors, and attendees to easily make informed decisions. When websites deliver the right info at the right time, events attract better participation and build stronger ROI.
Does Your Show Website Need a Makeover?
If you’re an event organizer who wants to make sure your website is delivering everything your exhibitors and attendees need, I’m launching a new evaluation service designed just for you. Contact me for details on how we can make your site work harder for your event success.
