I’m a fitness enthusiast known for my fitness regime and press interviews inspiring women to get and stay fit. My idea for my website and business started after internet trolls and critics blasted me when I claimed in an article to have a body like Madonna. I blog daily about fitness workouts, beauty and make-up tips, gym workouts, health and nutrition tips, as well as fashion and styling advice – all things that I have talked about in the 19 various interviews I have done so far this year in the national press. And at 42 I’m still a fitness model with Source Models in which I work very hard to maintain my bikini body all year round which is what many people know me for. I Google everything and my rating for a newspaper interview I gave, bumped me up in Google to 1 in a billion after doing the “I date by The Rules” story in The People newspaper magazine. On my website I also give dating advice and have done numerous dating articles in the national press. My aim is in 3-5 years for Make Over Essex to be a global brand, with my own fitness dvds, branded clothes on my website similar to Jen Nicole Lee in the States.
Your website is the primary point of contact with your event and is your most important marketing tool. If you care about selling more tickets, attracting exhibitors and bringing in sponsorship then you need to have your eye on your most important marketing tool: your event website. Do you have a website that will attract attendees and compel them to invest their time and money in your event?
The loser’s website is sloppy, unattractive and most people won’t waste their time reading the content. There is nothing inherently wrong with this cookie-cutter approach, especially if you have found a formula that works. The functional website has really got to grips with the fundamentals of good website design. The functional website will certainly be adaptive, meaning it will look good on all screen sizes and devices.
The social website taps into the fundamental human need to communicate and connect with others. The social website includes lots of ways for people to participate and makes it easy for people to like, follow and interact. The social website is constantly talking to its visitors, pushing out fresh content by way of news, tweets and a blog.
A word of warning: If you decide to create a social website you must be prepared to invest the time and energy into keeping the social buzz alive.


Last week I found myself sitting at my desk trying to decide whether to spend $1800 on a conference ticket. Chip and Dan Heath in their book “Made to Stick” outline a series of principles for having creating “sticky” content. Simple yet unexpected: You need to create a simple message that conveys the essential reason why people should attend your event. Concrete and credible: How will you deliver on your promises and demonstrate your credibility? I decided to turn the hate into inspiration and decided that success would be the best revenge – so I worked hard to succeed.
I use twitter and twitpic to share images and photoshoots and blog regularly on my wordpress website which attracts around 100-200 hits a day and climbing. A psychology graduate, he has a special interest in real life stories, human emotions and how we perceive the world around us. Until the day that your event actually starts, your website is the face of your event and is the primary place that most people will go to when they need information. In fact, research has shown that people make up their mind as to the quality of a website within the first twentieth of a second of hitting the landing page. For organizations with a captive audience or where your attendees don’t actually want change, a familiar website can be comforting and reassuring.
This is a modern website which will often take a minimalist approach, using simple pages and lots of white space in conjunction with a single eye-catching image. There will be a prominent ‘register here’ button and a very straight-forward online registration process.
One of the top reasons people attend events is networking so anything you can do before, during and after the event with your website to improve networking is going to add value. It will often show who is attending and provide an online community portal where attendees, sponsors and exhibitors can meet each other. The social website makes use of the fact that your attendees are your biggest champions and uses the power of the social web as a marketing tool. The social website requires constant attending to because if the community is there but no-one is talking then the outcome is counter-productive. On the day of the early-bird deadline I visited the event website at least 10 times trying to decide whether to hit the ‘register here’ button. They assert that to create great content you need to hit the following notes: simplicity, unexpectedness, concreteness, credibility, emotions and stories.


The business grew after I appeared in the press this year on beauty and self-belief, health and relationship interviews. Your website is your eyes, ears and mouth and your attendees, sponsors and exhibitors will be judging your event on the basis of your website.
Literally in the blink of an eye, your potential attendees have made a decision as to whether they like your website and by implication whether they are interested in your event. This may feature a picture of the new destination city and updated event details but in terms of layout and content will be pretty much the same as all the years that have gone before. The site will be supported with good event planning technology and is efficient, up-to-date and easy to use. However, the social website takes this one step further by creating an environment in which your attendees, sponsors and exhibitors feel like part of something bigger.
It may even provide rewards (such as lower registration fees or community recognition) for the most activate members of the community. Creating a sell-out website takes time, creativity and intellectual effort because what is required is not just powerful graphics and solid functionality, you also need to have great content. The emphasis is on clarity and making it easy for people to find the information they need in the shortest possible time. I couldn’t connect the dots of how they were going to deliver to me the education and connections I was looking for.
This might look like featuring an engaging speaker or highlighting some of the unique features or activities available at the event location. It didn’t convince me it could deliver value and with some reluctance I eventually closed my browser without registering. I have been involved in fitness since the age of 7 and represented Great Britain in cross country in high school – where my love of training started. Was the event going to be worth the $4000 investment (including hotel and travel) or would it be a disappointment?



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