---
name: event-registration-page
description: "Writes event registration page copy with agenda highlights, speaker bios, pricing tiers, and urgency elements."
allowed-tools: Read Write Glob
metadata:
  author: matthewhitcham
  version: "1.0"
---

# Event Registration Page

## When to Use This Skill

Use this skill when you need to:
- Write copy for an event registration or landing page
- Create compelling agenda highlights, speaker bios, and pricing sections
- Build urgency elements that drive immediate registration
- Design the full page structure from headline to checkout

**DO NOT** use this skill for event marketing emails, social media posts, or post-event pages. This is for the registration page where visitors decide whether to sign up.

---

## Core Principle

A REGISTRATION PAGE HAS 10 SECONDS TO ANSWER THREE QUESTIONS: WHAT WILL I LEARN, WHO IS TEACHING, AND IS IT WORTH MY TIME AND MONEY — IF ANY ANSWER IS UNCLEAR, THEY LEAVE.

---

## Phase 1: Brief

### Required Inputs

| Input | What to Ask | Default |
|-------|------------|---------|
| **Event name and date** | "What is the event and when?" | No default — must be provided |
| **Event format** | "In-person, virtual, or hybrid? Duration?" | Virtual, full day |
| **Agenda/sessions** | "What sessions or topics will be covered?" | No default — must be provided |
| **Speakers** | "Who is speaking? Include names, titles, and key credentials." | No default — must be provided |
| **Pricing** | "What are the ticket tiers and prices?" | Single tier, $97 |
| **Target audience** | "Who is this event for?" | No default — must be provided |
| **Unique value** | "What makes this event different from similar events?" | No default — must be provided |

**GATE: Confirm the brief before writing.**

---

## Phase 2: Page Structure

### Registration Page Architecture

```
1. Hero — headline, sub-headline, date/location, primary CTA
2. What You Will Learn — 3-5 key outcomes
3. Agenda — session list with times and speakers
4. Speaker Bios — photo, name, credential, 2-3 sentence bio
5. Who This Is For — ideal attendee profile
6. Social Proof — testimonials, past attendance, media mentions
7. Pricing — tiers with benefits, urgency element
8. FAQ — top 5-7 objection-handling questions
9. Final CTA — headline + button + guarantee
```

### Headline Formulas

```
Option A: [Event Name]: [Specific Outcome] in [Timeframe]
Option B: The [Audience] Event That [Bold Claim]
Option C: [Number] [Experts/Sessions/Hours] to Help You [Result]
```

**GATE: Present the page structure and headline options for approval.**

---

## Phase 3: Write

### Hero Section

```
# [Event Name]
## [Benefit-driven sub-headline — what attendees walk away with]

**[Date] | [Location/Virtual] | [Duration]**

[Primary CTA button: "Register Now — $[Price]" or "Save Your Seat"]
```

### What You Will Learn

```
## Walk Away With:
1. **[Outcome 1]** — [One sentence expanding on the value]
2. **[Outcome 2]** — [One sentence]
3. **[Outcome 3]** — [One sentence]
4. **[Outcome 4]** — [One sentence]
```

Rules: Start each with an action verb. Be specific. "Learn marketing" is weak. "Build a 30-day content plan using the 3-pillar framework" is strong.

### Agenda Section

```
## The Agenda

**[Time]** — **[Session Title]** with [Speaker Name]
[One-sentence description of what this session covers and delivers]

**[Time]** — **[Session Title]** with [Speaker Name]
[One-sentence description]

[Repeat for all sessions]
```

### Speaker Bios

```
## Your Speakers

**[Name]** — [Title/Role]
[Photo placeholder]
[2-3 sentences: key credential, specific result they've achieved, personality detail]
[One line on what they'll cover at this event]
```

### Pricing Section

```
## Invest in Your Growth

| | Early Bird | Regular | VIP |
|---|-----------|---------|-----|
| **Price** | $[X] | $[Y] | $[Z] |
| All sessions | Yes | Yes | Yes |
| Recordings | No | Yes | Yes |
| Bonus resources | No | No | Yes |
| Private Q&A | No | No | Yes |
| **Deadline** | [Date] | [Date] | Limited to [X] |

[CTA button for each tier]
```

### FAQ Section

Address the top objections:
1. "What if I can't attend live?" — Recordings included with [tier].
2. "Is this for beginners or advanced?" — [Answer based on event].
3. "What's the refund policy?" — [Policy].
4. "What do I need to participate?" — [Requirements].
5. "Will there be networking opportunities?" — [Answer].

### Final CTA

```
## Ready to [Outcome]?

[Reiterate the #1 benefit in one bold sentence]
[Urgency element: limited seats, deadline, or bonus expiring]
[CTA button]
[Guarantee statement if applicable]
```

---

## Phase 4: Polish

### 1. Conversion Checklist

```
- [ ] Headline communicates the key benefit in under 10 words
- [ ] CTA button appears at least 3 times on the page
- [ ] Agenda shows specific session value, not just titles
- [ ] Speaker bios include credentials and personality
- [ ] Pricing includes at least one urgency element
- [ ] FAQ handles the top 5 objections
- [ ] Social proof is visible (testimonials, numbers, logos)
- [ ] Page is mobile-responsive
- [ ] Registration form is short (name, email, payment)
```

### 2. Urgency Elements

Choose at least two:
- Early bird deadline with countdown timer
- Limited seats ("Only [X] spots remaining")
- Bonus expiration ("Register by [date] and get [bonus]")
- Price increase date
- Social proof counter ("Join [X] people already registered")

### 3. A/B Test Ideas

- Headline: benefit-focused vs. curiosity-driven
- CTA text: "Register Now" vs. "Save My Seat" vs. "I'm In"
- Pricing: 2 tiers vs. 3 tiers
- Social proof placement: above the fold vs. after agenda

---

## Example 1: Business Conference Registration Page

```
Headline: "Scale Summit: Build a $10K/Month Business in One Powerful Day"
Sub-headline: "Join 200 solopreneurs for the strategies, tools, and connections to scale without a team"
Speakers: 8 speakers with specific revenue achievements
Pricing: $97 early bird / $147 regular / $247 VIP
Urgency: "Early bird ends [date] — save $50"
```

## Example 2: Virtual Workshop Registration Page

```
Headline: "The Email Marketing Workshop: Write a 5-Email Sequence That Converts"
Sub-headline: "90 minutes. One framework. Walk away with emails ready to send."
Speaker: 1 expert with "helped 500+ businesses grow their email revenue"
Pricing: $47 single tier
Urgency: "Limited to 50 participants for live feedback"
```

---

## Anti-Patterns

- **Burying the date and time** — if people cannot find when it happens in 3 seconds, they leave.
- **Generic speaker bios** — "John is a marketing expert" says nothing. "John grew his agency from $0 to $2M in 18 months" sells.
- **Too many pricing tiers** — more than 3 tiers creates confusion. 2-3 is ideal.
- **No FAQ section** — unanswered objections kill conversions. Answer the questions before they are asked.
- **CTA only at the bottom** — readers who are ready to register should find a button at every scroll point.
- **Long registration forms** — name, email, payment. That is all. Every extra field reduces completions.

---

## Recovery

- **No speakers confirmed yet:** Use "Speakers to be announced" with the event theme and past speaker caliber as proof. Add speakers as they confirm.
- **Event is free, page still needs to convert:** Focus on the value of their time. Free does not mean low-effort. Show the agenda and outcomes.
- **No testimonials from previous events:** Use speaker endorsements, industry stats, or "as featured in" logos instead.
- **Page is not converting:** Audit against the checklist. The most common issues are weak headlines, missing urgency, and hidden CTAs.
