People rarely arrive at an event page by browsing your site. They search for a name, a date or a type of evening out, and they see a snippet, a map result or an assistant's answer. If the basics are missing or unclear, they move on. Use this checklist on every event page before you publish it.

Title and date

  • Put the event name first, then the type and the place. Why: someone searching for "autumn jazz night" or "family fun run" in your town should see those words in the title, not only a clever brand name.
  • Keep the title under about 60 characters. Why: longer titles get cut off in search results, and the cut part is often the venue or date.
  • Write the date in full, in words, in the page text. For example, "Saturday 14 March, doors 19:00, starts 20:00". Why: people and machines both read it faster than a numeric format, which differs between countries.
  • Add the time zone if visitors travel from abroad. Why: online elements and international guests are easily confused by a missing zone.
  • Give each date its own page, or a clear list of dates on one page. Why: a run of twelve performances hidden behind one vague line like "all November" is rarely found by date searches.
  • Remove or mark past events. Say "This event has ended" and point to the next one. Why: old pages that still look live waste a visitor's time and damage trust.

Venue and practical details

  • Name the venue and the full address in text, not only in an image or a map embed. Why: text is what search engines and assistants can read and repeat.
  • Make sure the venue matches your Google Maps listing exactly. Why: different spellings of the same place make it harder to connect your event to your location.
  • Add one line on how to get there. Nearest station, parking, step-free entrance. Why: these are the questions people ask just before they buy.
  • State the age guidance and the duration. For example, "suitable from age 6, about 90 minutes with an interval". Why: families and groups decide on this before anything else.
  • Add an accessibility line. Wheelchair spaces, hearing loop, quiet areas. Why: people with these needs search for them directly, and a clear answer wins the booking.
  • Use the same event details everywhere. Your site, Instagram, Facebook events and listings should agree. Why: conflicting times or venues make search tools unsure which to trust.

Price and ticket link

  • Show the price, or the price range, on the page itself. Say what is included and list concessions. Why: "from" prices with no explanation lead to abandoned checkouts and angry emails.
  • If the event is free, say so, and say whether booking is needed. Why: "free" is a search term in its own right, and people want to know if they must register.
  • Put one clear ticket button near the top and repeat it at the bottom. Label it "Buy tickets" or "Reserve a place". Why: a visitor should never have to hunt for the next step.
  • Link straight to the ticket page for that event and date. Not to a general home page. Why: every extra click loses buyers.
  • Show availability honestly. "Few tickets left" or "Sold out, join the waiting list". Why: a sold-out page that keeps selling hope frustrates people and a waiting list keeps their interest.
  • Test the page on your phone, on mobile data. Why: most visitors will see it there, and slow or cramped pages lose them.

A final check

Ask someone who has never heard of the event to find the date, place, price and ticket link in ten seconds. If they hesitate, fix that part first.