Crafting the Quintessential "Know Before You Go" Page for Museums and Cultural Attractions

When planning a visit to a museum or cultural attraction, visitors often search for information to make their experience smooth and enjoyable. Enter the "Know Before You Go" page – a critical touchpoint that sets the tone for their visit and can significantly impact attendance, visitor satisfaction, and even word-of-mouth recommendations.

For event marketers and venue managers, designing an effective "Know Before You Go" page isn’t just a courtesy – it’s a strategic move to enhance the overall guest experience.

Here’s how to create a comprehensive, user-friendly, and engaging page that meets visitors' needs and boosts your brand.

1. Start with the Essentials

Visitors need quick access to key information. Ensure these basics are front and center:

• Hours of Operation: Clearly state the days and times the venue is open, including holiday schedules.
• Ticketing Info: Provide details on pricing, discounts, membership perks, and where to purchase tickets.
• Location & Directions: Include the venue address, GPS address, parking information, public transit options, and a map.

2. Highlight Accessibility

Inclusivity matters. Address the needs of all guests by including:

• Wheelchair accessibility, elevators, and ramps.
• Availability of sensory-friendly experiences or quiet zones.
• Services like sign language interpretation, audio guides, or braille materials.
• Companion policies for caregivers or service animals.

Pro tip: Use icons to visually represent accessibility features for easy scanning.

3. Offer Practical Tips

Help visitors plan ahead with useful suggestions:

• Bag Policy: State what items are allowed or prohibited (e.g., large backpacks, food).
• Photography Rules: Specify if photos are allowed, and whether flash or tripods are permitted.
• Best Times to Visit: Share insider tips on avoiding crowds or peak hours.
• Weather Precautions: If the venue has outdoor areas, provide advice on dressing appropriately.

4. Create a Pre-Visit Checklist

People love checklists – they’re simple, actionable, and satisfying to complete. Include items like:

• Tickets: Confirm your tickets are purchased and downloaded or printed for easy access.
• Transportation: Plan your route, including parking or public transit details, and ensure you have a backup plan in case of delays.
• Identification: Bring a valid ID if required for ticket discounts, memberships, or group bookings.
• Phone Prep: Fully charge your device and consider bringing a portable charger for photos, navigation, or digital tickets.
• Special Needs: Bring any items specific to your group, such as baby supplies, mobility aids, or dietary snacks (if permitted).

5. Showcase Visitor FAQs

Eliminate guesswork with a well-organized FAQ section. Common questions might include:

• “Can I bring my own food?”
• “Are strollers allowed?”
• “What exhibits are currently open?”
• “How long does a typical visit take?”
• “Are there bag restrictions?”

6. Make it Mobile-Friendly

Many visitors will check this page on their phones while en route. Optimize the page for mobile with:

• Responsive design.
• Clear navigation.
• Clickable phone numbers and map links.

7. Engage with Interactive Features

Elevate the page with interactive elements:

• Virtual Tours: Offer a sneak peek of exhibits to build excitement.
• Wayfinding Tools: Interactive maps can help visitors plan their path through your venue.
• Recommended Itineraries: Suggest plans for families, couples, or art enthusiasts.

8. Keep It Visually Appealing

Design matters. A cluttered or text-heavy page can be overwhelming. Use:

• High-quality images of your exhibits or spaces.
• Bold headings and icons for readability.
• Consistent branding that reflects your venue’s aesthetic.

9. Include Real-Time Updates

Flexibility is key in today’s world. Add a section for:

• Last-minute closures or changes.
• Weather advisories for outdoor attractions.
• Capacity updates or timed-entry restrictions.
• Special event schedules or exhibit changes.
• Tips for rebooking or refund policies in case of unexpected cancellations.

10. Encourage Social Sharing

Turn the "Know Before You Go" page into a marketing tool by encouraging visitors to share their excitement:

• Include links to your social media profiles.
• Suggest hashtags they can use during their visit.
• Embed testimonials or photos from past visitors.

Bonus: A Video Summary to Enhance Visitor Experience

Enhance engagement and accessibility by adding a video that summarizes key information from the "Know Before You Go" page. Use visuals and narration to showcase hours, directions, accessibility features, and practical tips. This video can provide an engaging, digestible overview while serving as a valuable resource for visual or auditory learners.

Why It Matters

A well-crafted "Know Before You Go" page isn’t just about logistics – it’s about building trust, reducing friction, and enhancing the visitor experience. By anticipating needs and providing clear, accessible information, you demonstrate that your venue cares about its guests. This thoughtful approach not only ensures a better visit but also strengthens your reputation and encourages repeat visits.

Keep It Fresh

If your "Know Before You Go" page hasn’t been updated recently, take a fresh look at it from a visitor’s perspective. Test its functionality on mobile, solicit feedback from recent guests, and ensure the content aligns with your venue's brand. Small improvements can make a big difference in how your audience perceives and experiences your attraction.

For more tips on improving your museum or cultural attraction’s marketing strategy, join the conversation at Eventacle, where event marketers like you learn, share, and grow together.