What a great description does for you
Turns visitors into entrants. It shows people why your event is worth their time, money and training.
Cuts down on questions. When key information is easy to find, fewer people need to email you.
Sets the right expectations. Participants know what they've signed up for, so there are fewer surprises and complaints on the day.
Powers your AI Support Agent. Your agent learns from your description, so a clear description means better answers.
The secret is balance. Your description should sell first, then cover the essentials. Longer detail can live elsewhere, as explained at the end of this guide.
Start by selling your event
Open with a strong summary
Your first few lines are the most important. Many people won't read further, so make them count. In two or three sentences, capture:
Where it is and what it's like. Closed roads, a country estate, coastal trails, a city centre?
The route. A single loop, laps, out-and-back or point-to-point, and the terrain and elevation people can expect.
What makes it special. The scenery, the atmosphere, the medal, the community, the finish line.
Example: "Run 10k on closed roads through the heart of the city, finishing to a roaring crowd on the historic quayside. Fast, flat and chip-timed, it's perfect for chasing a PB or running your very first race."
Highlight what makes people say yes
Pick the selling points that apply to your event and make them easy to spot:
What's included. A T-shirt, finisher medal or post-race refreshments can be the deciding factor.
Awards and reviews. Past awards and great reviews build trust with newcomers. See Collecting reviews.
Deals and discounts. Early bird pricing (and when it ends), club or member discounts, group discounts, and referral or loyalty rewards. A deadline gives people a reason to enter now. See Tiered Pricing.
Prizes. What people can win, any conditions and when winners receive their prizes.
Your charity. Who you support and what donations achieve. Make sure donations are switched on in your entry form.
Series events. If the event is part of a series, mention any series discounts or rewards for entering several.
Extras. Merchandise, parking, travel or accommodation, and where to buy them if not during entry.
Working with sponsors or partners? Check what they need from you, such as logos, wording or mentions in your confirmation email, before you publish.
Entry on the day
If you offer entry on the day, mention it so latecomers don't give up. But think about timing: promoting it too early can put people off entering in advance.
Cover the essentials
Once you've sold the event, answer the questions people ask most. Use this checklist and include whatever applies.
Timing and results: chip or manual timing, whether results are officially recognised, and when and where they'll appear.
Licensing: whether the event is registered with a governing body (such as England Athletics, Run Britain or British Triathlon), any member discounts, and whether day membership costs extra.
Race pack: what participants receive, whether it's posted or collected, and any postal deadline.
When you'll be in touch: when participants will hear from you before and after the event.
Road closures: useful for participants planning travel and for local residents.
On the course: water and feed stations (how often and what's provided), toilets, medical cover and pacers (target times and how to spot them).
At the venue: bag drop (cost and security), changing rooms, showers and lockers.
Photos: whether professional photography is available and if photos are free.
Who can take part, and how: wheelchair access, buggies and pushchairs, headphones (including any exceptions, such as bone-conducting headphones) and running with dogs or canicross.
Spectators: whether they're welcome, the best places to watch and whether dogs can come along.
Tip: if something isn't allowed, briefly explain why, for example because of narrow paths, steep terrain or safety rules. People accept restrictions far more readily when they understand the reason.
Keep it short: where the extra detail goes
Your description's main job is to sell. If it turns into a long event guide, the selling points get lost. Eventrac gives you other places to put the detail, where participants can still find it:
FAQs are perfect for practical questions such as bag drop, toilets or headphone rules. Participants can find them on your event page, and your AI Support Agent uses them to answer questions automatically. See Adding FAQs to your event page.
AI Agent Settings let you give your AI Support Agent extra information and instructions for each event, such as your transfer policy or that a merchandise item has sold out. Participants get accurate answers without you making your description longer. Find them in Event > Setup > FAQs > AI Agent Settings. Changes can take up to 24 hours to appear. See AI Agent Settings.
The course map shows the route and elevation profile, so you don't need to describe every climb. See Course Map Unit & Description.
The event location map helps people plan their journey. See Event Location.
Quick tips
Make it easy to scan. Use short paragraphs, clear headings and bullet points. Our event description template gives you a professional layout with no coding needed.
Write for a first-timer. Avoid jargon, and don't assume people know your event.
Keep it up to date. Check prices, dates and details every time you relaunch.
Preview it on a phone. Most people will read it on a small screen. See Preview Your Event Page.