The event landing page checklist for Expo 2027 exhibitors

An event landing page is a single page made for one event and one audience. For Expo 2027 Belgrade, it is the page a visitor's phone opens after scanning the QR code on your stand, tapping your ad or following the link in your email signature. Its whole job is to turn someone who has just noticed you into a conversation: a booked meeting, a message or a request for a catalogue.

One goal matters because a visitor on a phone at a busy Expo gives a page a few seconds. A page that asks for a video view, a download, three follows and a booking gets none of them. Pick the one action that would make the event worth it for you and put everything else below it or off the page. Our landing page service starts from that single goal.

This checklist covers the page itself, element by element, with a check line for each. The wider plan around it (ads, social media, search and follow-up, and when each is due) is in our cornerstone guide, Digital marketing for Expo 2027 Belgrade exhibitors. The event facts are in Expo 2027 Belgrade for companies.

The headline should repeat the promise that brought the visitor to the page. If the banner above your stand says "Book a 15-minute demo of our stadium sound system", the page that opens from its QR code should say the same thing in the same words, not "Welcome to our world of innovation". People check, in the first second, that they landed where they meant to. A matching headline tells them they did. A different one makes them wonder whether they scanned the right code.

The same applies to ads. Google Ads counts landing page experience, "how relevant and useful your landing page is to people who click your ad", as part of Quality Score. If several ads or QR placements make different promises, give each its own headline or keep the promises close enough that one fits all.

• Write it in the visitor's words, not your internal product names.

• Check: read the banner, the ad and the headline side by side. Do they make the same promise?

On a phone, most visitors only see the first screen. Four things belong there. The headline. One line on where to find you: pavilion or area, stand number once you have it, and a map link. The main action as a large button. And a short line that dates the page, such as "Updated 2 June", so a visitor who comes back later knows the details are current.

The organisers describe three areas on the site: a Thematic Area, an International Participant Area, and a Best Practice and Corporate Area. Use the name of your area as the organiser gives it to you, so a visitor can match it to the signs on site. Until you know your exact position, say "Expo 2027 Belgrade, Surčin" and add the stand number the day you receive it.

Below the first screen, add what supports the action: three or four short points about what you show, real photos, and the days you run demos or talks. A visitor who wants more will scroll; one who does not has already seen the button.

Fast enough that the headline and the button appear before the visitor gives up. Many people will open the page on mobile data, outdoors, possibly on a roaming plan, while thousands of other phones around them do the same. Google's Core Web Vitals give useful targets: the largest element on screen should appear within 2.5 seconds, the page should respond to a tap in under 200 milliseconds, and the layout should not jump while it loads (a layout shift score under 0.1). Treat these as a floor for an event page, not a stretch goal.

• Serve images at the size they are shown, in a modern format such as WebP or AVIF.

• No autoplay video and no full-screen video background. Offer a short clip behind a tap instead.

• Put the headline and the button in the HTML, so they appear before scripts finish loading.

• No pop-ups or chat widgets that cover the button on a small screen.

• Check: open the page on a mid-range Android phone over a throttled connection, not only on office Wi-Fi.

A fast page still fails if it cannot be read in sunlight. WCAG 2.2 asks for a contrast ratio of at least 4.5:1 for normal text. Use body text of at least 16 pixels and buttons large enough for a thumb.

English first, because the Expo audience is international. Add a language when you want to meet people from a market that reads it and someone on your team can answer in it. Put each language on its own address with hreflang links between them, and let visitors switch by hand rather than redirecting them by location.

How to choose, which languages the official participant list points to, and what to watch for with machine translation is the subject of our post on Expo page languages. Our web design and development work covers the multilingual setup.

• Check: every language version has the same stand number, dates and contact details, and someone who reads that language checked it.

Through one main route that matches your goal, and one fallback. For meetings, the main route is a booking form or calendar and the fallback a chat app or email. Ask for as little as you can: name, company, a way to reply and one question about what they need.

Which chat app to offer depends on where your visitors come from. WhatsApp, WeChat and KakaoTalk each work differently with QR codes and business accounts, and a visitor from one market may not use, or be able to open, the app that is normal in another. We compare them in our lead capture post.

• One main action and one fallback, both visible on the first screen or one scroll below it.

• A form with no more than four or five fields.

• A named person who receives every contact and answers it, every day of the Expo.

• A thank-you message that says what happens next and when the visitor will hear back.

By doing what a visitor does and watching each step arrive. Scan each printed QR code, submit the form, tap the chat button and click from a test ad, then confirm that every action is recorded once, in the right place, with the right source. Google Analytics has a DebugView that shows events from a test visit in real time, and the ad platforms have their own test tools. Do it two weeks before opening, on real phones.

1. 01

   Give each QR placement its own link with campaign parameters (for example banner, brochure, badge), so you know which spot works.

2. 02

   Decide what counts as a conversion: a form sent, a meeting booked, a chat opened. Name each one the same way in every tool.

3. 03

   Submit one test of each conversion and check it appears once, not twice.

4. 04

   Check that the contact actually reaches the person who answers, not only the analytics.

Anything that slows the visitor down or that you cannot stand behind. Every extra element is one more thing to load, read and keep current for three months.

• Official Expo logos and names used in a way that suggests a partnership, unless the organiser has told you what participants may use.

• Ticket prices, opening hours and travel times. As of 11 November 2026 the organisers list tickets as "available soon" and have published none of these; link to the official site instead.

• Downloads that only work on a desktop, such as a 40-page PDF as the main action.

Print this table and work through it with the page owner. The "Ready by" column follows the timeline in our digital marketing guide and the readiness table on our Expo 2027 page, counted back from 15 May 2027. The weeks are our recommendation from general practice.

If you start late, keep the order and shorten each step. A one-page site with a working contact route is better on opening day than a perfect multilingual page that goes live in June.

The page should look alive for the whole run, so plan small, regular updates instead of a redesign. Add the talk or demo times for the coming week, mark sessions that are full, and move a highlight to the top, such as your country's national day if you are part of a national pavilion. Change the date line each time, and agree in advance what can be changed without a meeting.

After 15 August, keep the page up with a thank-you note and the same contact route, so every printed QR code still reaches someone.

Savamos is a digital studio in Belgrade. We design and build event landing pages and multilingual sites, set up the contact route and tracking, and test the whole path on real phones before opening day. We are independent and not connected to the Expo organisers. Tell us what you are bringing to the Expo on the quote page, and you receive a written proposal with the scope.