Scalable Web Infrastructure for Event Management

Clavent runs large-scale B2B events and conferences. Their website needed to do more than list upcoming events. It needed to drive registrations, track attendee behavior, and feed data into their marketing systems. The existing setup was fragmented: no unified tracking, no ad integration, and no way to measure which channels were actually filling seats.

I rebuilt the website on WordPress and layered in a complete tracking and advertising infrastructure.

Event-centric information architecture: Restructured the site around event discovery. Each event page is a self-contained conversion funnel with speaker lineups, agendas, pricing tiers, and registration CTAs optimized for B2B decision-makers.

Full-funnel tracking system: Integrated Facebook Pixel, Google Ads conversion tracking, and Google Analytics across every page. Every registration, page view, and button click is tracked and attributed to the right channel.

Paid acquisition infrastructure: Set up Facebook Ads and Google Ads campaigns with proper conversion events, audience segmentation, and retargeting pixels. The system now tells Clavent exactly what each registration costs by channel.

Scalable content management: Built the WordPress backend so the team can spin up new event pages quickly using templates, without needing a developer for each conference.

Clavent now has a digital platform that doesn't just showcase events but actively drives and measures registrations. Their marketing team can track ROI by channel, retarget interested visitors, and scale event promotion with data-backed confidence.