Event organisers are under constant pressure to simplify their tech stack. Fewer tools. Fewer logins. Fewer headaches. 

So when an “all-in-one” platform promises to do everything - website, registration, CRM, email, reporting - it’s an easy sell. One contract. One system. One solution. 

But here’s the uncomfortable truth: when everything tries to do everything, something always gives. And more often than not, it’s performance. 

The problem isn’t too much tech - it’s unfocused tech. 

Let’s be clear: the instinct to reduce complexity isn’t wrong. Event marketing teams are juggling deadlines, budgets and stakeholders, all while being asked to drive more registrations, stand sales and sponsorship revenue than ever before. 

The mistake is assuming that simpler tooling automatically means better outcomes - especially in a performance-driven environment like events. 

All-in-one platforms are built for breadth. They need to cover a lot of bases, for a lot of different customers, across a lot of use cases. That means compromise is baked in from day one. 

Specialist providers, on the other hand, are built for depth. They obsess over one part of the event journey - and make it exceptional. 

Why the event website is where this matters most 

Your event website isn’t a “nice to have”. It’s the engine room of your marketing campaign. 

It’s where: 

• Search visibility is won or lost 

• First impressions are formed 

• Attendees decide to register or buy a ticket

• Exhibitors decide to book a stand 

• Sponsors decide to get involved 

In many all-in-one platforms, the website is just another feature. A necessary component, but not the main event. Templates are rigid. SEO is limited. UX flexibility is constrained by the wider platform roadmap. 

A specialist website partner treats the website as a performance channel - because that’s where event growth happens. 

That means building fast, flexible event websites engineered for search and AI discovery, designed around real user journeys, and integrated cleanly with the rest of your event tech stack. Not locked-down templates or generic workflows, but platforms that give marketing teams the freedom to adapt pages as campaigns evolve, support multiple audiences from a single site, and connect data across registration, CRM and analytics without friction. 

“But doesn’t specialist mean more complexity?” 

This is the biggest misconception we see. 

Modern event tech isn’t about finding one tool to rule them all. It’s about building a best-in-class stack where each platform does what it’s best at - and integrates cleanly with the rest. 

The strongest event teams aren’t avoiding integrations. They’re using them strategically. 

A specialist website, properly integrated with best-in-class registration platforms, CRMs, exhibitor manuals, apps, marketing automation and analytics, gives you flexibility without fragility. You’re not locked into one vendor’s limitations. You’re not waiting on a generic roadmap. You’re in control. 

Control is the real competitive advantage. 

Marketing teams need speed. They need autonomy. They need the ability to test, tweak and respond as campaigns unfold. 

Specialist providers enable that. 

• More control over SEO and AI discoverability. 

• More control over UX and conversion paths. 

• More control over how data flows between systems. 

• More control over how the website supports commercial goals - not just registrations, but stand sales and sponsorship too. 

That control is what turns an event website from a static brochure into a performance tool. 

Why ASP has always chosen to specialise 

At ASP, we’ve never tried to be everything. And that’s deliberate. 

We specialise in building high-performing event websites that integrate seamlessly with the best event tech in the market. We work alongside registration platforms, CRMs and data tools - not in competition with them. 

Our focus is simple: build websites that don’t just look good - they deliver measurable event growth. 

If you’re reassessing your event tech stack this year, it’s worth asking one question: do you want a platform that does a bit of everything, or partners that are brilliant at what matters most? 

Because in events, performance isn’t optional. It’s expected.