What to Include in Your Event Listing to Sell More Tickets (and Get Fewer Questions)

Someone opens your listing, reads it through, and still can't tell whether there's parking, how long it runs, or whether their 18-month-old needs a ticket. So they email you. Or, more often, they close the tab. Multiply that by every curious buyer and you get an inbox full of the same five questions, and a quiet number of people who never booked.

The usual fix is more promotion. But with 65.5% of organisers who responded to our User Survey saying not selling enough tickets is their biggest fear, the people already reading your listing are your easiest sales. Answer their questions on the page and they'll book, so here's what to include. We've helped organisers sell over 100 million tickets, so we know which details buyers look for. If you'd like to build a listing like this, you can sign up to TicketSource for free, with no obligation.

Start with what, who, when and why

Before buyers get to the practical details, they need to know they're interested.

The first couple of lines of your listing do most of the work. In a few seconds, a buyer wants to know what the event is, who it's for, when and where it's happening, and why they shouldn't miss it. If they have to scroll to find out, plenty of them won't.

Compare these two openings for the same show:

• • "An evening of new writing from our talented company. Not to be missed!"

• • "A dark comedy about a family reunion that goes badly wrong. 75 minutes, no interval, suitable for ages 14 and over. Two nights only at the Corn Exchange."

The second one answers the questions a buyer is silently asking, and gives them a reason to book now rather than later. Get the opening right, and everything else on the page has a much better chance of being read.

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The details buyers look for before they book

Once someone's interested, these are the details that turn "maybe" into a booking. Every one of them is a question you'd otherwise be answering by email.

Terms and conditions

Does your event have specific terms and conditions buyers should know before booking? Add them to your event page. Clear terms protect you and set the right expectations for attendees. On TicketSource, buyers read and agree to your event's terms before completing their booking, and a copy is included in their booking confirmation and e-ticket.

Run times

This applies to every type of event, not just stage shows. Sharing the run time, including any intervals, helps people plan their day and make onward travel arrangements. If you don't know it when you first list tickets, add it as soon as it's confirmed.

On-site facilities

Are there toilets? Can people pay by card at the bar? Is there somewhere to get a hot drink? Simple details like these make a real difference to how relaxed people feel about booking, and how much they enjoy the day.

Parking and transport

People always appreciate guidance on nearby parking and local transport links. A couple of lines here can save you a lot of questions later.

Accessibility

Let people know how their needs can be accommodated, from step-free access to seating options, so they can book with confidence. This matters even more for outdoor events, where access can be harder to judge from a distance. A clear policy on companion or carer tickets is also helpful.

Concessions and child tickets

If you offer concession or child tickets, make the age ranges and eligibility clear, along with any ID people will need to bring.

Babes in arms

For family-friendly events, let people know whether young children can come for free or need a ticket of their own. It's one of the most common questions parents ask.

Bad weather

The weather is unpredictable, so a clear plan for postponing or cancelling is essential. Say on your listing what happens if the event can't go ahead. If you do need to cancel, do it as early as possible: TicketSource refunds online bookings, so the quicker you act, the sooner people get their money back.

Pets

Dogs may be a favourite companion, but they're not always welcome at events. Make your policy clear to avoid awkward moments on the day.

Sensory support

For events that welcome neurodiverse audiences, mention any sensory support you offer, such as quiet spaces or noise-cancelling headphones to borrow. It's a thoughtful touch that shows you care about every attendee's enjoyment.

Cover these ten, and most of the questions you'd normally get are answered before anyone thinks to ask.

Ticket Tactic

Every TicketSource account comes with fully customisable event pages, including space for your description, images, run times and event-specific terms and conditions. There are no pricing tiers and no paid add-ons, so you can build a listing that answers every question from your very first event.

Your listing isn't finished when it goes live

Listings work best when they keep up with your event.

Details change. The run time gets confirmed, the bar finally agrees to take cards, a forecast turns wet. Every update you add to your listing is one less email to answer and one less reason for someone to hesitate. You can edit your TicketSource event page at any time, including after tickets have gone on sale, so there's no need to wait until everything's confirmed before going live.

A good rule of thumb: whenever you answer the same question twice, add the answer to your listing.

FAQs

What should I put at the top of my event listing?

Can I change my event listing after tickets go on sale?

How do I add terms and conditions to my event?

How long should an event description be?

Further reading from the TicketSource blog

• • What is a concession ticket (and how do you set one up)?
• • Reasons why your tickets are not selling (and how to fix it).
• • The top free event listing websites