It’s that time again: You’ve put an event together and it’s ready to be promoted. You know the event is sure to be a hit—you’ve chosen great keynote speakers, organized networking opportunities and created a sensational agenda for the day. It’s easy to throw together a Facebook event, upload a poster and call it a day. However, event descriptions have become key to drawing in attendees. How can yours reach its full potential? We’ve created a list of pointers to help you create your best event description yet.

Choose a Fun Event Title

If you give your event a generic title, it can get lost among other events with similar names. Allow the title to get your creative juices flowing and think of a fun yet informational name. For example, rather than “[Company] Earth Week Event,” consider including terms such as “going green,” or “sustainability seminar” (if it’s a workshop). This will also help when people search your event on other sites.

State What Makes You Stand Out

With the number of meetings and events these days, it’s important to highlight what makes yours noteworthy. Instead of mentioning that you have special keynote speakers, name who they are and what they do. If you’re hosting workshops, be clear about what they will focus on. You want potential attendees to recognize what makes your event stand out, so don’t hesitate to add details. Just make sure they’re geared toward the audience you want to attract.

Break Up Your Text

Admit it: looking at a wall of text can push you away from reading the entire thing—even if it’s for an event you want to learn more about. When creating an event description, limit paragraphs to 3-6 sentences. Add headers to separate paragraphs that don’t flow together naturally, and to draw attention to important information. The visual break will stop readers from feeling overwhelmed by details.

Include Visual Media

More and more, we’re drawn to visual media. If you’ve hosted this event before, include photos from the previous event. Or put together a short highlight video from the event. Don’t just use professional photos—include photos from past attendees that have a personal feel. People use social media these days to find events, follow other’s experiences and avoid FOMO (fear of missing out). If you show potential attendees positive experiences from peers, they’ll be more likely to attend.

Have a FAQ Section

No matter how detailed your event description is, people will inevitably have questions. Add an FAQ section at the end of your event description. Cover information from parking to catering to refund policies. While you can’t answer every question, you can address those that are most important. To make sure people see the FAQs, mention it at the top of your website or through an email blast.

Choose Your Top 3 Highlights

Some websites have a word or character count. When faced with limited space, consider what your top three attributes are. Is it your keynote speaker? What’s the main attraction past attendees flocked to and raved about? Use these tidbits to sell your event.