The Formula for Writing the Perfect Event Listing

Most of the time, event planning is more of an art than a science. There are countless ways to host an amazing event, whether you’re planning a professional conference, a glitzy gala, or a karaoke night.

But there’s one part of event planning that’s the same across all types of events: The need for a clear, informative event listing.

Writing a strong event listing can be deceptively tricky. As an event planner, it can be easy to forget about a key detail that seems obvious to you but should be spelled out for your attendees.

Ultimately, there are three crucial pieces every event planner should include in an event listing. Below, we’ll break down each piece of the formula to help you write an effective listing.

The perfect event listing formula

You don’t have to be a math person to understand this simple formula for success:

Title + Description + Call to action (CTA)

That’s it! With these three elements in place, you have a foolproof path to creating strong event listings on your site. Let’s walk through each element in a little more detail.

1. A strong title.

Your event title should be as clear and concise as possible. This isn’t the time to get too wordy: Keep your mobile website visitors in mind when you’re coming up with a title. Don’t force them to scroll for miles just to see the name of your event!

Bonus tip: Creating a special name for recurring events or series can help anchor your events in your attendees’ minds. No need for a title that’s too wild or clever; “Weekly Coffee Club” for a social meetup or “Thursday Night Spanish Conversation” for a language group can do the trick. As attendees begin to recognize the event, they’ll know just from the title whether they’re interested in attending.

2. An event description.

If your event title is the headline of your listing, your description is the main body copy. But don’t be intimidated: The description doesn’t have to be overly long or complicated.

Here are a few tips for penning an event description that strikes the perfect balance between detailed and direct:

• Write in the first person plural. Use active language from the “we” perspective to make sure your event description sounds human—you are human, after all! This can help you avoid sounding stiff or informal, which can, in turn, make attendees feel more comfortable—and ultimately more excited about your event.
• Start with the most important information. Don’t bury the key details at the bottom of the description. Once you’ve given a short background (a sentence or two) of your event’s purpose, jump into the important parts: Time, location, parking, what to bring, how to prepare, etc.
• No walls of text. Sometimes, an event requires extra description or detail. There’s no firm limit on how long to make your event description, but if it starts to get lengthy, break up your description into shorter paragraphs or sections. Use subheadings, bullet points, and numbered lists. Add images or embedded videos. Don’t ask attendees to strain their eyes by scrolling through a long block of unformatted text.

Related: 7 Essentials to Include on any Event Website

3. A clear call to action.

Now that you’ve hooked attendees with your clear event title and helpful description, they’re excited! They’re ready to go! And they need a clear call to action to direct them toward the final step.

Sometimes, the call to action is obvious: RSVP. Buy a ticket. Register. But other times, you may host an event that doesn’t require registration or paid tickets. In that case, decide on a different CTA. Maybe you prompt attendees to share your event with friends, add your event to their own calendar, or get on a waitlist for an event that’s already at capacity.

By including a clear CTA, you give attendees an action to channel their enthusiasm while they’re feeling pumped about your event. Without a CTA, you run the risk of attendees losing interest—and forgetting about your event altogether.

Follow the formula for compelling event listings

Don’t get sidetracked by writer’s block the next time you sit down to write an event description. Remember the three key elements of the formula:

Title + Description + CTA

Simply revisiting this formula for each event listing will keep you on track as you fill up your calendar. Happy event-ing!