A good event description answers the questions people actually have, in the order they have them: what is it, who is it for, why should I come, when and where, how much, and how do I register. Lead with the benefit, keep it to a few short paragraphs, and put the date, price and register button where people can see them without scrolling.
I write the event pages for a chapter’s conference, golf outing and education events. Here’s the formula and five examples.
The formula
- One-line hook: what it is and why it matters, in a sentence.
- Who it’s for.
- What they’ll get: two to four specific takeaways or highlights.
- The details: date, time, location, price and what’s included.
- The call to action: one button.
Example: annual conference
Spend one day with 500 people in your field, and leave with ideas you’ll use Monday.
The [Association] Annual Conference brings together [job titles] from across [region] for a day of practical education and networking.
- Sessions on [topic], [topic] and [topic]
- Keynote from [speaker], [one line on why they’re worth hearing]
- [Number] hours of continuing education credit
- Lunch, an exhibit hall and an evening reception
[Date] · [Venue], [City] · Members $[X], non-members $[Y]
[Register now]
Example: golf outing
Eighteen holes, a great lunch and a day with the people you work with all year.
Join us for the [Association] Golf Outing, a four-person scramble with contests on the course and awards at dinner. Proceeds support [cause].
- Golf, cart, lunch, dinner and a player gift
- Longest drive, closest to the pin and hole-in-one contests
- Foursomes and single spots available
[Date] · Shotgun start at [time] · [Course] · Foursome $[X], single $[Y]
[Register your foursome]
Example: networking mixer
Meet the business owners in your community, with a drink in hand.
Our monthly mixer is a relaxed evening to meet fellow members and their guests. No speeches, no name-tag pressure.
[Date] · [Time] · Hosted by [member business] · Free for members, $[X] for guests
[Save your spot]
Example: education session
[Topic]: what changed this year and what it means for you.
In one hour, [speaker] will walk through [specific takeaways]. Bring your questions.
- [Takeaway 1]
- [Takeaway 2]
- [Number] hour of continuing education credit
[Date] · [Time] · [Location or online] · Members free, non-members $[X]
[Register]
Example: annual meeting
Elect next year’s board, hear how the year went and stay for the reception.
Our annual meeting is short, and the reception after is the best networking night of the year.
[Date] · [Time] · [Venue] · Free for members
[RSVP]
Mistakes to avoid
- Starting with your organization’s history. Start with what the attendee gets.
- Hiding the price. People leave to go find it, and some don’t come back.
- A wall of text. Use short paragraphs and a few bullets.
- Several buttons. One action, clearly labeled.
- Leaving out practical details. Parking, dress code, whether food is included.
For getting people to the page in the first place, see our event promotion ideas.
Frequently asked questions
How do you write an event description?
Lead with a one-line hook, say who it’s for, list two to four specific benefits, give the date, place and price, and end with one clear button.
How long should an event description be?
A few short paragraphs plus a short list. Enough to answer the main questions, short enough to read on a phone.
What should an event description include?
What it is, who it’s for, why to attend, the date, time, location, price, what’s included and how to register.
Event pages that convert
Purple Pushpin gives associations and chambers event pages with registration, member pricing and payment built in, so your description and your register button live on the same page.