Just like your events, marketing your business all about telling a story—and your website is the key. Of course every event planner’s website should look fabulous (that’s a given). Real talk? In a crowded industry that’s not nearly enough. You’ve got to be competitive in search, optimize your site for lead conversions and showcase a carefully curated portfolio (stop throwing #allthethings in there). And that’s where your website does the heavy lifting for you—and why you shouldn’t leave your site to firms that promise “pretty” and nothing else.