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Is Your Website Ruining Your Tradeshows?



At Sixtwo, we are a team dedicated to living and breathing the web industry and bringing you the latest updates in bite size chunks.

We have all experienced this situation, visiting a booth at a tradeshow, hoping the company can provide the service we need. We hope to find the service we are looking for at the booth. So, you check out their website and to your disappointment it’s tired, the information is outdated and neglected. Chances are you’ve lost interest.

So why do so many companies not consider their website as part of their investment?

Attending trade shows and expos is a significant investment of both time and money for any business. These events offer an excellent opportunity to showcase your products, network with potential clients, and learn from industry peers.

Imagine spending thousands on a stunning booth, eye-catching displays, and interactive demonstrations, only to have potential customers visit your website afterward and find it outdated, difficult to navigate, or worse, entirely unhelpful. This scenario can turn what could have been a successful trade show experience into a missed opportunity. Let’s break down why having an updated and engaging website is essential for capitalising on your trade show investments.

First Impressions Matter – Online and Offline

Your booth might be impressive, but remember that in today’s digital age, your website often serves as the first point of contact for many potential customers. After visiting your booth, interested attendees will likely visit your website to learn more about your offerings. An outdated or poorly designed website can quickly diminish their enthusiasm and trust in your brand. 75% of consumers admit to making judgments on a company’s credibility based on the company’s website design.

A modern, user-friendly website creates a positive first impression, reinforcing the professionalism and quality presented at the trade show. It’s essential to ensure that your website reflects the same level of care and attention to detail as your physical presence at the event.

Enhancing User Experience (UX)

An outdated website can frustrate visitors with slow load times, broken links, and a clunky interface. This can lead to high bounce rates, where visitors leave your site quickly, often before they’ve had a chance to engage with your content or learn about your products. For instance, 53% of mobile site visitors will leave a page that takes longer than three seconds to load.

An updated website enhances user experience by offering:

  • Fast Load Times: Ensuring that your site loads quickly on all devices.
  • Mobile Responsiveness: Making sure your site is easily navigable on smartphones and tablets.
  • Clear Navigation: Providing intuitive menus and easy-to-find information.
  • Engaging Content: Offering up-to-date and relevant information that keeps visitors interested and encourages them to explore further.

By focusing on these aspects, you ensure that potential clients have a smooth and positive experience, which can increase the likelihood of converting their initial interest into a business relationship.

The Power of Relevant Content

Attendees at trade shows are looking for specific information that can help them solve their problems or improve their operations. If your website doesn’t provide the information they need, they will quickly move on to a competitor. Therefore, it’s crucial that your website offers relevant and updated content that aligns with what you showcased at the trade show.

Consider creating dedicated pages or sections on your website specifically for trade show content. This can include:

  • Event Highlights: Recap the key points from your trade show presentation or booth.
  • Product Information: Provide detailed descriptions, specifications, and benefits of the products or services you featured.
  • Educational Resources: Offer whitepapers, case studies, and how-to guides that attendees can download.
  • Contact Information: Make it easy for potential customers to get in touch with your sales team for more information or to schedule a demo.

By providing this targeted content, you make it easy for visitors to find exactly what they’re looking for, increasing the chances that they’ll engage further with your brand. Companies that blog have 434% more indexed pages. And companies with more indexed pages get far more leads.

Take this approach a step further by creating an incentive for attendees to visit your website, hand out or display a QR code to make it easier for people to visit your website and even better the landing page that will be more relevant.

The Temporary Event Website Solution

If updating your main website isn’t feasible in time for a trade show, consider investing in a temporary event website. This can be a cost-effective way to ensure you’re providing relevant, current information to trade show attendees without overhauling your entire web presence.

A temporary event website can:

  • Focus on the Event: Highlight all the specific details and content related to the trade show.
  • Provide Event-Specific Offers: Showcase special promotions or discounts available only to trade show attendees.
  • Capture Leads: Use contact forms and sign-ups to gather information from interested visitors.
  • Include Multimedia: Share videos, photos, and testimonials from the trade show to create an immersive experience.

This approach allows you to tailor your messaging and content specifically for the event, ensuring a seamless transition for visitors from your trade show booth to your online presence.

Interested in a learning more about campaign websites, speak to Sixtwo to get a quote.

Building Trust and Credibility

A well maintained, professional website builds trust and credibility with your audience. It signals that your business is active, attentive, and invested in providing a high-quality experience. Conversely, an outdated website can raise doubts about your company’s reliability and attention to detail. Most consumers will conduct online research before making a purchase decision.

By regularly updating your website with fresh content, industry news, and product updates, you demonstrate your commitment to staying current and meeting the needs of your customers. This ongoing engagement can help foster long-term relationships and drive repeat business.

SEO Benefits

Another significant advantage of maintaining an updated website is the impact on your search engine optimisation (SEO). Search engines favour websites that are regularly updated with relevant content, which can improve your rankings and make it easier for potential customers to find you online.

By adding new content related to your trade show activities—such as blog posts, press releases, and event recaps—you can boost your SEO efforts and attract more organic traffic to your site. This not only helps you reach a wider audience but also maximises the value of your trade show investment by extending its impact beyond the event itself.

Actionable Steps to Improve Your Website

To ensure your website is up to the task of supporting your trade show efforts, consider these actionable steps:

  • Audit Your Current Website: Identify any outdated content, broken links, and areas for improvement.
  • Enhance Design and Functionality: Invest in a modern, responsive design that offers a seamless user experience. A well-designed user interface could raise your website’s conversion rate by up to 200%, and a better UX design could yield conversion rates up to 400% .
  • Create Event-Specific Content: Develop dedicated pages or sections that highlight your trade show activities and offerings.
  • Implement SEO Best Practices: Optimise your content for search engines to increase visibility and attract more visitors.
  • Promote Your Website: Use your trade show materials to drive traffic to your website, such as including your URL on business cards, brochures, and booth displays.

Investing in trade shows and expos can provide substantial benefits for your business, but to truly maximise your ROI, it’s essential to ensure your website is up to par. Whether you opt to update your main website or create a temporary event site, the key is to offer a professional, engaging, and informative online experience that complements your trade show efforts.

By prioritising your website, you not only capture the interest generated at the event but also build lasting relationships with potential customers. Remember, your website is an extension of your brand, and making it a priority will pay dividends long after the trade show is over.

Get in touch to find the perfect package for you