BEST PRACTICE: Why You Shouldn’t Ignore Your Events Calendar in a Website Redesign

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When you hear “website redesign,” do you picture endless timelines, large committees, coordination, audits, several preliminary sketches and countless headaches?

With all of these moving pieces, prioritization is key–not just for your sanity, but also to make sure you’re focusing your efforts on the right corners of your website. Whether you’re still brainstorming or getting ready for a re-deploy, you should consider (or reconsider) prioritizing your website’s events calendar.

Why? Your out-of-date calendar probably needs more than just a cosmetic touch up, and will require feature upgrades to make your team’s lives easier and enhance your user experience.

Since we’re no stranger to the merry-go-round of a web redesign project, here are a few more reasons why you can’t afford to put your website calendar on hold:

  1. You Already Have Your Decision Maker’s Attention

You already have the committees’ and stakeholder’s attention. Give your team time to find the best solution for your organization by updating your calendar at the beginning of your website’s redesign.

Depending on your current calendar (whether it’s home grown, Google Cal, text-only web page, etc.) and the available resources, your best bet may be an event marketing calendar software license. Why? You won’t have to start from scratch and you’ll receive implementation assistance, best practice advice, and technical support.

Ordinarily, buying software comes with formal approval processes, cross departmental coordination, pricing negotiation, and other yellow tape. Since you won’t have to round up the decision makers, you’ve already cut through some of this tape. Why let this opportune timing slip by?

  1. You Can Save Time and Get More Work Done

Your online events calendar can be a marketer’s dream. It’s not just a tool for posting dates and times, it can  boost SEO, increase event attendance and foster a community around your organization or school. Best of all, once the right calendar is implemented, your marketing team can manage it without IT’s help.

Hope College moved to Localist during its website redesign and saw results immediately.

  • Their calendar automates much of Marketing and IT’s tasks;
  • IT at Hope no longer needs to create custom event feeds for calendar; and
  • Our API automatically showcases the right events in all the right places.
  1. Your Website Visitors’ Expectations Have Changed

Why are you redesigning your website? Because it’s your organization’s calling card. You wouldn’t let your website feel old fashioned and look unprofessional because it could cause users to abandon your site. The same goes for your events calendar.

When your website’s homepage undergoes a drastic makeover, the events pages should simultaneously receive a facelift–don’t amaze visitors with your homepage just to turn them off with an unattractive events page.

Keep in mind your visitors aren’t just expecting your website to look good, they want it all – including your calendar to be interactive and functional. Just as aesthetic trends evolve, so do usability expectations. A usability disconnect between  your homepage and your calendar could also mean more page abandonment.

Ask yourself: can users can easily complete these actions:

  • Submit their own events to be published on your calendar;
  • Learn what events are not just upcoming, but also popular; and
  • Share events on social media.

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