3 Tips to Write Better Event Descriptions

What is an event description?

An event description is a short summary that details what your event is about and the benefits for attendees, it’s also important to include date, time, ticket price, and location.

Tip 3: It’s all about the layout 🐯

Jakob Nielsen’s seminal web usability study from 1997 showed that 79 percent of web users scan rather than read. To write a successful event description you need to make it short and snappy.

Use the following easy design techniques to make your content much more reader-friendly.

  • Bullet points

Can you condense that paragraph down into the 4 main key points and put them in a bulleted list? By doing this you are giving the reader all they need to know in the most simplest of forms which means they don’t have to spend time searching around for more information.


  • Biggest cake baking event in Manchester
  • Sunday 22nd February, 1pm – 4pm
  • Location: Millenium centre
  • Tickets cost £5.00

Highlight content strategically

When you put important concepts in bold, your reader will be able to scan through and pick out the most important pieces of information much more easily.

Use this technique to emphasise the key points so the reader can quickly pick them out and start to understand your event.

  • Give your event description a compelling heading 

Just like we use engaging graphics to grab the reader’s attention on social media, we can do the same with a heading. You need to make the reader want to find out more. E.g

The Biggest Student Night Out in London!

Instantly, the reader needs to know where and when this event is happening as they don’t want to miss out on such a ‘big’ event.

Tip 2: Tap into event-goer’s emotions and install a ‘Fear of missing out’ 😔

“A great event description makes them feel like they have to attend.” This elaborates on the ‘fear of missing out’.

Pro tip: What is the main benefit for the attendees. E.g, for a music festival, it may be that one of the acts is taking a break and it’s the last chance to see them perform live! Right away you have conveyed a fear of missing out into the reader, making them more likely to purchase tickets!

Tip 1: Think about the placement 🥇

Writing an event description for your website requires a different approach than creating one for your social media profile, so it’s important to note where your description will be going online so you can tailor it to its location.

Here’s five places where you might display your event description:

  • Event website or listing. This is great for SEO purposes and as there is no character limit, it allows you to really detail the events features and benefits.
  • Social media pages. All event creators should display a version of their event descriptions on social media due to the exponential people that use it daily. However, take instagram for example, where images are key to engagement. Use appropriate and relevant imagery to capture the users attention and then display your event details below. E.g, for a cake baking class, it would be a great idea to post an image of the most amazing, chocolatiest cake ever, thus grabbing the reader’s attention and drawing them into finding out about your upcoming event.

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