Sometimes you just won’t have all the information you need in order to create your next event website and make it live; however you really want to let everyone know there will be a ‘next event’ and start to get them excited right away.

In those circumstances, you need to create a ‘coming soon’ or holding page.

Unfortunately, too many holding pages are wasted opportunities, hastily thrown together until the main site is live. Don’t miss out on this great opportunity to communicate with your audience!

Here are some best practices for creating awesome event holding pages:

Use a Compelling Image

These days the web is visual, so to grab attention you need to have big, arresting images on your holding page. Plus, given the fact you won’t much copy for your holding page, there’s no excuse for not keeping things visually appealing.

This a great example of using a striking image to stand out. Via www.greendiff.com

Add the Key Info

Don’t be coy with your holding page. Just because you don’t have all the information doesn’t mean you should keep back what you do have. If you know the date, location or other key logistical info that could help someone decide whether the event is viable for them to attend, make sure it’s on the holding page!

Capture Email

One of the biggest mistakes for holding pages is not asking for a prospect’s email address! However you want to do it – from a litebox pop-up to a standard form in the sidebar – just make sure you’re encouraging visitors to subscribe for the exciting updates you’ll have for them in the weeks ahead!

A holding page where there’s one clear action they want you to take – sharing your email! Via www.silverbackapp.com/

Share Something Valuable

One great way to encourage your visitors to share their email address is to offer them something of value in exchange. If you’ve got an in-depth report of last year’s event, presentations or even a discount for early-bird subscribers – these are all reasons that someone might share their data with you.

Check out the ‘Download’ CTA in the top right corner. Via www.tvconnectevent.com

Show Off Your Last Event

Don’t have everything behind a form. Make sure it’s easy for people to see what the last event was all about. Think of adding a photo gallery people can flick through, or sample videos of the event. Genuine customer testimonials are also a great addition on event holding pages.

MWC does a great job of promoting their previous event. Via www.mobileworldcongress.com

Offer Some Teasers

You can’t rely on your previous event to do all of the hard work. Your holding page is a great chance to offer some teasers about what will be featured at your next event. Are there some exciting new themes you’ll be diving into? A standout speaker or artist that you’ve booked early? If so, why not start building the excitement early via the holding page?

Include Dynamic Content

Static websites are boring, and they won’t encourage people to return again. Adding social streams to your landing page is one lightweight way of creating dynamic content, so there’s a reason for people to return. You can also add curated content from around the web or invite people to take part in a quiz (which also helps your research efforts for next year).

CES offers lots of dynamic content to keep it fresh until the 2015 agenda is ready. Via www.cesweb.org

Redirect To Blog

If you have a blog that runs throughout the year, then it’s a good idea to add a link to this to your holding page too, so you’re able to display your thought leadership and subject expertise without having to create fresh content for another web property.

Invite To Connect

Capturing a prospect’s email is the best way to ensure you can communicate with them moving forward, but connecting with them via social media is the next best thing, so don’t forget to add your details to the holding page such as the event hashtag, Twitter handle, Facebook page, Youtube channel or LinkedIn group.

This industry exhibition has social connections prominently displayed above the fold. Via www.icetotallygaming.com