How to build a landing page for a gig or tour

A good landing page for a gig or tour puts the essentials at the top (who, where, when, and a ticket button), adds a sign-up form for presales or a waitlist, and works perfectly on a phone. It should change as the campaign moves on: a sign-up page before announcement, a ticket page during the on-sale, and a waitlist when it sells out. Give it a clear page title and description so it can show up when people search for the artist, the city and "tickets".

A landing page is a single web page built for one purpose, in this case selling tickets to a specific show or tour and capturing fans who are not ready to buy yet. Unlike a general website, it has one job and everything on it supports that job.

Key takeaways

• Above the fold, show the artist, city, venue, date and one clear ticket or sign-up button.
• Every gig page should collect contacts as well as sell tickets: presale sign-ups before, waitlist after it sells out.
• Update the page through the campaign so it always reflects what fans can do right now.
• Use a descriptive page title such as "Artist - Leeds, Venue - 14 Nov 2026 | Tickets" so it can rank for searches.
• Build it for a phone on mobile data first, then check it on desktop.

Why your own landing page matters

Your ticket platform's event page sells tickets, but you usually cannot add your own sign-up form, change the layout or control tracking there. Social posts disappear down the feed. A landing page you control does three things the others cannot:

• Collects fans who are not ready to buy through a presale sign-up or waitlist.
• Gives every channel one link to share: posters, QR codes, emails, bio links and ads.
• Lets you measure everything, because you control the tracking on the page.

In Backline, you can build landing pages with sign-up forms built in, linked to an event with its own presale codes, so sign-ups from the page feed straight into your presale list.

What every gig landing page needs

Use this as a checklist:

• Headline: artist or event name, plus city. "Artist Name: Live in Glasgow".
• Date and times: day, date, doors time, and curfew or finish time if known.
• Venue: name, full address and a map link.
• Ticket button: one clear button, with the current tier or status ("Early bird: on sale now").
• Price: say the price, or at least the starting price, and whether fees are included.
• Line-up: headliner, support acts, and set times when confirmed.
• Short description: two or three sentences on why this show is worth going to.
• An image or short video: a strong photo or clip of the artist live.
• Sign-up form: presale list, waitlist or "next show" list, depending on the stage.
• Practical info: age restrictions, ID policy, accessibility information and a contact for access requests.
• FAQs: the questions you get in DMs every time (re-entry, cloakroom, bag policy, parking).

The layout, top to bottom

Most visitors are on a phone and many never scroll far. Order the page by importance:

1. Headline, date, city and venue.
2. Ticket or sign-up button, with current status.
3. Image or video.
4. Line-up and description.
5. Sign-up form (if the main button is tickets).
6. Practical info and access.
7. FAQs.
8. Share links and your social links at the bottom.

Keep the main button visible early, and repeat it further down for people who scroll.

Tour pages: one page, many dates

For a tour, use one landing page with a table of dates. Each row should show the city, venue, date and status:

Put the presale or tour sign-up form at the top of the page before tickets go on sale, and ask for postcode district so you can send each fan news about their nearest date. For the wider campaign, see a tour marketing plan for independent artists.

Change the page through the campaign

A gig page is not "publish and forget". It should always show what fans can do right now.

The presale stage is where landing pages earn their keep. Our guide to presale codes covers timing and code delivery. When a show sells out, swapping the ticket button for a waitlist turns disappointment into contacts, as explained in waitlists for sold-out shows.

Writing the copy

Keep words short and specific. Fans want facts first, then a reason to care.

Headline examples:

• "Artist Name: Live at Venue, Manchester, Friday 20 November"
• "Club Night Name presents Headliner: Leeds, Saturday 7 November"

Description example:

"Their first Manchester headline show in two years, with a full band and songs from the new album. Support from Support Act. Early birds are on sale now and will go first."

Avoid long paragraphs of hype. Mention what is special (first show in the city, album launch, last show of the year), who is playing and how to get tickets.

SEO basics for gig pages

People often search for an artist, a city and "tickets" together. A few basics help your page show up:

• Page title: include artist, city, venue and date. Example: "Artist Name - Leeds, Venue - 14 Nov 2026 | Tickets". As a rough guide, keep it to around 60 characters so it is not cut off in search results.
• Meta description: one or two sentences with the key facts and a call to action.
• Clean URL: something like /artist-name-leeds-2026/ rather than /event?id=4837.
• Real text on the page: search engines read text, not words baked into images. Put the date, venue and line-up in text, not only on the poster.
• Event structured data: schema.org Event markup tells search engines the event name, date, venue and ticket link in a standard format. Google supports it for event listings in search results, so it is worth adding if your page builder allows.
• What happens after the show: update the page to point to upcoming shows rather than leaving a stale "buy tickets" button.

Social sharing previews

When your link is shared in messages or social posts, the preview image and title come from Open Graph tags on the page. Set:

• A share image: a widely recommended size is 1200 by 630 pixels. Use the event artwork with the date and city clearly readable at small size.
• A share title: the event name and city.
• A share description: the date and a short line.

Test the preview by sending the link to yourself in a messaging app before you announce.

Speed and mobile

Fans tap your link on a bus, in a pub or outside the venue on a weak signal. So:

• Compress images and avoid autoplaying large videos.
• Make buttons big enough to tap easily.
• Keep forms to two or three fields.
• Make sure the email field brings up the email keyboard.
• Check the page on a real phone using mobile data, not just on office wifi.

Tracking what drives sales

Use one landing page, but share it with different tracked links for each source:

• Instagram bio, stories and posts
• Email and SMS campaigns
• Posters and flyers (via QR codes)
• Ads
• Street team members

Add UTM parameters to each link (for example utm_source=poster&utm_campaign=leeds-nov) so your analytics shows which sources sent visitors. For posters and flyers, see QR codes at gigs, and for your social profile, link in bio for musicians.

Then compare: which sources brought sign-ups, and which brought ticket sales? Use your ticket platform's tracking links on the ticket button where available, so you can follow visitors through to purchase.

Pre-launch checklist

• Date, doors time, venue and address double-checked against the contract.
• Ticket button links to the correct event and tier.
• Sign-up form tested, and the welcome or confirmation email arrives.
• Consent wording clear, with separate opt-ins for texts or WhatsApp.
• Page title, meta description and share image set.
• Tested on iPhone and Android, on mobile data.
• Age, ID and accessibility information included.
• Tracked links created for each channel.

Frequently asked questions

What should a gig landing page include?

At minimum: the artist or event name, city, venue with address, date and doors time, a clear ticket button with the current price or status, and the line-up. It should also include a sign-up form for presales or a waitlist, plus practical details such as age restrictions and accessibility information.

Do I need a landing page if my ticket platform has an event page?

It helps. A ticket platform's page is built to sell tickets, but a landing page you control lets you collect presale sign-ups and waitlist contacts, control the layout and track every source. Many promoters link the two, with the landing page's ticket button going to the ticket platform.

How do I get my gig page to show up on Google?

Put the artist, city, venue and date in the page title and in real text on the page, and use a clean, descriptive URL. Adding schema.org Event structured data helps search engines understand the event details. Sharing the page widely, and having other sites link to it, also helps.

Should a tour have one landing page or one per date?

One tour page with a table of dates is usually easiest for fans and simplest to maintain. If a date needs a lot of specific detail, or you want to rank for that city on its own, give it a separate page and link to it from the tour page. Either way, show each date's ticket status clearly.

What should I do with the landing page after the show?

Do not leave a "buy tickets" button on a past event. Update the page to say the show has happened, thank people for coming, and point to upcoming shows with a sign-up form for the next one. This keeps the page useful and keeps collecting fans.

What size should the share image be?

A commonly recommended size for Open Graph share images is 1200 by 630 pixels. Make sure the event name, city and date are readable when the image is shown small in a message preview. Test it by sending the link to yourself before announcing.