How to add $500k+ in Events

How to get more event enquiries, that convert more frequently and spend more per person.

This year alone, we’ve generated over 100,000 function enquiries for our clients.
Some venues have added $1M+ in annual revenue purely from events. The framework we use simple:

1) Get more traffic to your functions page

2) Convert more visitors into enquiries

3) Convert more enquiries into bookings

4) Increase the average booking value

And, due to the power of compounding, the revenue growth can be extraordinary.

Example

in 2024

Traffic = 12000

Enquiry rate = 1%

Conversion rate = 20%

Avg event value = $3000

Total event revenue = $72k

in 2025

Traffic = 36000

Enquiry rate = 5%

Conversion rate = 25%

Avg event value = $3200

Total event revenue = $1.44m

That’s 20x growth from modest improvements.

But, most venues get stuck with the enquiry rate. 

If your enquiry rate is low (say, 1%), buying traffic usually isn’t profitable — your cost per lead will kill your ROI.

The remedy for this is to have an awesome page. Great content, delicious photos, the spaces etc. Once the basics are down, you can test different offers.

Step 1: 

A/B test your offers every month
Run monthly split tests on your landing page. Let enquirers choose which offer they prefer in your form.

Step 2:

Then, pit the winner against a new offer each month.

Month 1: Offer A vs Offer B
Month 2: Winner vs Offer C
Month 3: Winner vs Offer D

Your “grand champion” offer can then be rolled into your marketing, enquiry pages, and sales scripts — consistently lifting both enquiry and conversion rates.

Example Offers:

A: Book your event and receive a $200 gift card
B: Book your event and enjoy a complimentary canapé upgrade

Imagine testing the winner of A vs B against a new offer, and the new offer winning. Epic.

Once you have a landing page that converts like crazy, you can scale traffic and generate as many event enquiries as your team can handle.