Rethinking Event Landing Pages with Tas Bober: Why Clarity Beats Cleverness Every Time

Let’s be honest: Most event landing pages look stunning, but they leave visitors scratching their heads.

You’ve probably seen it: A beautifully designed page with bold colors, catchy headlines, maybe even a slick animation or two. But try finding the date, time, or whether it’s in-person or virtual? Good luck.

The problem isn’t the design, it’s the assumption that cleverness and aesthetics are enough to convert. 

Spoiler: they’re not.

Event marketer and landing page expert Tas Bober, founder of Scroll Lab, has worked on over 400 websites and audited dozens of event pages. Her take? The best-performing pages aren’t always the prettiest, they’re the clearest.

In this blog, we’ll unpack Tas’s actionable framework for building landing pages that don’t just look good, they work. From what content to include and where to place it, to the subtle ways clarity builds trust (and boosts registrations), this is your roadmap to creating event landing pages that actually convert.

Roadmap to Build Event Landing Pages

Understand the Real Role of an Event Landing Page First

Most event marketers think of landing pages as flashy front doors, designed to grab attention and drive form fills. 

However, marketers get caught up trying to be clever instead of clear. That’s something Tas Bober sees constantly in her audits. 

We treat these informational landing pages like a sales asset, and then what ends up happening is we try to do this intrigue and vague copy, and the registration form is 200 miles long... versus just giving them the information they need to make a decision.

Tas Bober

Founder of the Scroll Lab

Do not make visitors work to understand your event. Prioritize clarity any time. Transparency builds trust, and trust gets sign-ups.

Your landing page could be a Google Doc, but if it had the right information in there, that’s going to do far more for you than a well-designed landing page that has very little information.

Tas Bober

Founder of the Scroll Lab

And what does clarity actually look like?

It means leading with the basics: the who, what, when, where, and why. It means using plain language instead of buzzwords. It means placing details like location, timing, pricing, and target audience front and center, before you ever ask for an email address.

Pro tip: Use AI tools to enhance your event landing page messaging. Give elaborate prompts in the tone you prefer for the content.

The 7 Must-Have Blocks on Your Landing Page

If clarity is the goal, structure is your best ally.

Once you shift your mindset from selling to helping people make decisions, your landing page starts to take a very different shape. 

This is where Tas Bober’s seven-block framework comes in. She found that high-performing landing pages aren’t necessarily short or slick; they’re comprehensive and intentional.

Here’s the breakdown of how a killer event landing page should be based on her insights:

1. Hero Section (Eyebrow + Headline + Subhead)

This is your event’s first impression, so make it count. It should answer: What is this event? Who is it for? When and where is it happening? Here’s how you can break it down:

• Eyebrow Line (above the headline): Indicate the format and audience. For example: “Virtual Summit | For Nonprofit Leaders” or “In-Person in Chicago | For HR Professionals.”
• Headline: A clear, value-driven statement about what the attendee will gain. Avoid using vague buzzwords. Rather, make it benefit-focused.
• Subheading: A short sentence that expands on the headline. This is the place to include the day, date, and location (e.g., “Join us on September 12–13 in Austin, TX for two days of hands-on strategy workshops and expert-led sessions.”)

2. Event Details & Agenda

Now that they know the basics, tell them what’s actually happening.

• Break down the agenda by day or session.
• Highlight key activities like panels, boat rides, and networking breaks. The goal is to make it feel real and worth attending.
• Show, don’t just tell. Paint a picture of the experience. For example, instead of saying “networking break,” you might say “sunset rooftop mixer with local craft cocktails.” The goal is to help the attendee imagine themselves there, making it feel real, tangible, and worth showing up for.

3. Speakers Block

When mentioning speakers, don’t just stop after writing their names and titles. 

If somebody saw ‘Tas, Founder of Scroll Lab,’ they’d be like, ‘Never heard of her. Why is she talking about this?

Tas Bober

Founder of the Scroll Lab

Adding clarity and context about each speaker at your event allows the visitor to understand the true value of different sessions and builds credibility. Here’s how you can enrich your speaker section:

• Include a short bio, pop-up, or blurb explaining why the speaker is credible.
• Add LinkedIn links so attendees can vet them further.
• Avoid a lineup of only internal speakers, which Tas warns can make the event “feel like a giant sales pitch in disguise.”

4. Testimonials

Even if this is your first event, feedback still works.

• Use testimonials from similar events, product webinars, or communities.
• Include photos, full names, and LinkedIn profiles to prove they’re real.
• If you include videos, make sure to also have text snippets.

A lot of people don’t watch videos. They’ll read the caption instead, so always give them the option.

Tas Bober

Founder of the Scroll Lab

5. FAQ Section

The FAQ section is often overlooked in event landing pages. However, it has a lot of impact.

Most important block, which is missing on every single landing page I've ever been on, is an FAQ block... For one of my clients, we made a block for FAQs. And then we saw a 265% increase in purchases.

Tas Bober

Founder of the Scroll Lab

FAQs aren’t just a support feature, they can literally be your conversion drivers. Instead of waiting for attendee questions to show up in your inbox, build them into your page. Your audience is already looking for them.

6. Sponsors (Optional)

Sponsors deserve visibility, but in a clean, curated format.

Sponsors aren’t going to love being buried at the bottom in a huge stack of logos. Be thoughtful about where and how you feature them.

Tas Bober

Founder of the Scroll Lab

Here’s how you can go about sponsor logos.

• Avoid stacking logos into a never-ending wall.
• Instead, opt for scrollable carousels or a modest two-line layout.

7. The Registration Form

Most event marketers put the registration form right at the top of the page.

However, is it the best way to go about it?

Tas humoursly put this situation into perspective by saying: It’s like someone asking you to marry them before you even know their name. You’re making the ask too soon.

Instead of placing the registration form right at the start of the event registration page, place it at the end, after you’ve shared all the important details that help someone decide to attend. When people are well informed about what your event has to offer, they are more likely to fill tout he registration form.

However, one concern remains: what about people who are ready to register halfway through? Well, you can just add CTA buttons throughout the page that link down to the form. That way, people can sign up whenever they’re ready, whether it’s after seeing the agenda, the speakers, or the testimonials.

While this event landing page structure might sound really long, the truth is that it isn’t long for the sake of it. It’s extensive because it respects the decision-making process. As Tas puts it, clarity leads to confidence, and confidence leads to conversions.

Don’t Forget the Post-Registration Experience

Your landing page is just the beginning. The real challenge? Making sure the people who register also show up.

Once someone signs up, your job shifts from convincing them to register to making sure they remember and feel excited about attending. In today’s busy world, people sign up for events all the time, but often forget or skip them entirely.

This is why it is important to have a structured and thoughtful reminder email cadence. Not just to repeat logistics, but to bring the event top of mind in a sea of distractions.

Here’s the email timing Tas suggests:

• Immediately after sign-up: Send a confirmation with a calendar invite and basic event info.
• One week before: A reminder with highlights to build anticipation.
• Three days before: Another gentle nudge.
• Day before: “Don’t forget, this is happening tomorrow.”
• One hour before: A final prompt with a direct link or clear arrival instructions.
• “It’s starting now!”: A real-time email to catch last-minute joiners.

This kind of thoughtful follow-up helps attendees stay mentally engaged with your event, even if they signed up weeks in advance.

How AI Can Help (And Where It Can’t)

AI can be a powerful assistant when building event landing pages. You can use it to brainstorm ideas or improve your copy. However, when you start using it as a tool to get all your work done, with no human thinking involved, it takes the originality away, making people see the same information and buzzwords that the internet is overflowing with.

Here are some tasks you can use AI for:

• Generating a first draft quickly
• Spotting missing details like speaker bios, pricing, or timing
• Offering structural suggestions based on your content

But it falls short on tone, flow, and human nuance. It won’t know your audience’s inside jokes, the subtle objections they have, or how to sound like your brand. This is where you have to take over and amplify your website’s copy.

Here’s a rule of thumb you can use: Use AI to take your content from 0 to 7. Then step in and polish it to a 10.

The Future of Event Landing Pages

As the industry evolves, one thing is becoming clear: attendees don’t want flash, they want answers.

In the near future, event landing pages that win attention (and conversions) won’t be the ones with the fanciest animations or sleekest templates. They’ll be the ones that feel genuine, useful, and human.

We’ll see even more event pages built quickly with AI, but that’s exactly why the ones with real thought, personality, and care will stand out. When everything starts to sound the same, the human touch becomes your competitive edge.

There’s also a broader shift in the events space: more intimate, personalized experiences. Smaller events. Casual formats. Deeper conversations. Your landing page should reflect that tone, less like a brochure, more like an invite from a friend who knows exactly what you need.

FAQs