IAEE Tech Guide
IAEE Tech Guide


How IPEC-Americas Turned Their Website Into a Marketing Engine

October 31, 2019

Event Advisory Group (EAG), based in Fairfax, VA, is a creative, close-knit group of event experts with 100+ combined years of industry and business experience. They partner with associations, event organizers, publishers, government agencies and corporations to help them improve financial performance, brand value and operational excellence of their events.

International Pharmaceutical Excipients Council of the Americas (IPEC-Americas) event, Excipient World sought to develop a more robust event marketing engine. Their goals were to provide value for their professionals beyond providing event information, with better security to protect visitor and member data, as well as the KPIs used to measure success (i.e. Google Analytics, conversions, online brand reputation, etc.)

Using a content management system (WordPress), the Event Advisory Group built a website that was search optimized, mobile-enabled, and content-rich to produce better SERP, traffic, lead generation and conversion results, and online brand reputation. The approach included the development of an entirely new website, including landing pages, call-to-actions, and integrations with other apps and sites (social media, marketing and CRM platforms).

Within just eight months, the website ranked on page #1 on Google for the keyword Excipients and other related industry keywords, continued to improve website traffic each month (from under 10 to hundreds each month) , generate leads from pharmaceutical and biologic executives every month to expand the event database with qualified leads (approx. 10 to 15 every month) and conversions to new registrants and booth sales. Organic search traffic grew, time spent on the site increased and abandon rates decreased in the 11 months following the launch. The brand reputation improved online and offline. The blog content and call-to-actions continue to drive traffic to the site.