You’ve done the hard work of marketing your event and driving traffic to your website. But what happens when a fan decides they want to attend? The distance between "I want to go" and completing a ticket purchase should be as short and frictionless as possible.
If your ticketing setup is confusing, clunky, or sends users through jarring third-party redirects, you risk losing them right at the finish line.
Passage gives you full control over how fans access your checkout. Today, we’re breaking down the three primary ways to link or embed your Passage ticketing page directly onto your website so you can choose the setup that fits your brand best
This is the classic approach. You create a distinct "Buy Tickets" button or hyperlink on your website that opens your Passage event page in a new tab or window.
It requires zero technical skill. You copy your unique Passage event URL and paste it behind a button or call-to-action (CTA) on your site. Here's a quick video on where to find your event links for easy access:
Step 1: Click “Account” in the top right and then select Admin from the account dropdown.
Step 2: Select “Events” from the navigation bar and then Manage from the Events menu.
Step 3: Next to each published event you'll see a link icon. Click the link icon. You will see two options pop up: Copy URL or Download QR Code.
Step 4: If you click Copy URL, it will instantly copy the actual link to your event. If you click Download QR Code, it will let you download a QR code file that you can use to point others to your event. (This feature is great for printing out signs, posters, or flyers for your event that you can hang up around town or pass out at other events.)
First-time event organizers or small teams who want to get up and running in minutes
Events with simple web setups where a quick redirect is perfectly acceptable
Events without a dedicated website (we’ve made it easy to link from your social media pages or anywhere else you’re posting event info!)
Incredibly Easy to Set Up: There is almost zero time required to set up your direct link. As quickly as you can copy & paste, you can have it live on your website.
100% Platform Agnostic & Bulletproof: Some website builders or strict corporate content management systems (CMS) block custom Javascript or embedded widgets for security reasons. A standard hyperlink works on absolutely every platform ever built, whether it’s a custom HTML site, WordPress, Squarespace, or a basic Linktree.
Ideal for Social Media & Email Campaigns: Because it's a clean, standalone URL, you can use the exact same link across all your marketing channels. You can drop it directly into your Instagram bio, Facebook event pages, link to it in your email newsletters, or text it to your VIP list, and add UTM parameters to track everything.
Offloads Server Strain During Major On-Sales: If your event is massive and you expect thousands of fans to flood the site the second tickets go on sale, a direct link sends that traffic surge straight to Passage's high-capacity servers. This protects your primary marketing website from crashing due to a sudden traffic spike.
Guarantees a Flawless Mobile Experience on Older Devices: While modern widgets are incredibly responsive, occasionally a user on an outdated phone or a highly restrictive mobile browser app (like the built-in browser inside the Facebook app) can experience layout glitches with pop-ups. A direct link forces the browser to open a fresh, clean, optimized page every single time.
Deep-Linking Directly to Specific Ticket Types: You can use direct links to send users straight to a pre-filtered checkout experience. For example, you can create a button on your site that links specifically to "VIP Passes" or "Friday Time Slots," bypassing the main event landing page entirely to get fans to their specific choice faster.
Passage offers a completely free tool built into the your admin panel that lets you add a "Buy Tickets" action button directly onto your website. You can customize the button text, background colors, and shapes to match your brand, and route it to show an individual event, an entire venue calendar, or a specific timeslot.
You can choose between a floating button (which stays on screen in a corner as users scroll) or an inline button (placed in a specific spot on a page). When a visitor clicks it, your Passage ticketing page appears instantly as an elegant, mobile-friendly light box overlay.
Guests complete their entire transaction without ever leaving your website. Once they finish checking out, the light box closes, and they are right back on your page.
To start your widget set up, visit your admin dashboard and select "Widget Builder" from the "Promote" section of your menu.
Step 1: Choose a widget type
Step 2: Select page source
You can add different widgets to different pages on your website or use the same widget throughout.
Step 3: Customize button appearance
Step 4: Copy the widget code and add it to your website
Before you add your widget to your website, our team can help you make sure you have the settings arranged properly so it looks great and gives your guests a seamless experience. We can’t embed it for you, but we can help with everything else on the widget setup.
Organizers who want a premium, professional checkout experience that keeps user engagement on their own domain without paying extra.
Reduces Abandoned Carts (Higher Conversions): Every step or redirect you add to a checkout process causes a drop-off in sales. Because the light box opens instantly on the same page, you eliminate the friction of a slow-loading new tab, keeping buyer momentum high.
Maintains Website Analytics & Retargeting Data: When a user stays on your site to purchase tickets via the widget, it’s much easier to track their exact behavior using your own Google Analytics or Meta Pixel setup. You don’t lose tracking visibility mid-funnel due to a cross-domain redirect.
Constant Visibility with Floating Buttons: If you choose the floating button layout, the "Buy Tickets" call-to-action remains on-screen no matter how far down the page a user scrolls. They don't have to hunt for a link when they finally decide to purchase.
Perfect for Mobile Users: Light box widgets are designed to resize beautifully on smartphones. Instead of forcing a mobile user to manage multiple open browser tabs, the widget provides an app-like, smooth checkout experience on any screen.
Zero Coding Required: While it behaves like a complex, custom-coded web feature, it’s just a simple snippet of code you copy and paste. Anyone who can manage a basic website (WordPress, Squarespace, Wix, etc.) can implement it in minutes.
White Label Ticketing is a premium, paid upgrade where Passage builds a fully customized ticketing portal that lives directly on your own custom domain.
This option completely removes the Passage branding from the guest experience. The ticketing portal is meticulously designed to mirror your organization's exact logos, fonts, colors, and overall brand identity. Our internal team sets up the entire infrastructure for you.
Event organizers who want full control over the branding and messaging in their ticketing process, including the design of your tickets and the customer experience
Event organizers who need a streamlined, easy-to-use ticketing system that integrates seamlessly with their event website or mobile app
Sports leagues representing multiple teams or clubs
Event promoters who work with multiple artists, creators, or venues
Family Entertainment Centers with multiple locations
Escape room owners with multiple locations
Theaters, concert venues, and other single-venue owners who want a more customized guest experience
If you’re operating a business with multiple venues or clubs, partnering with Passage for a white-label solution means you can actually turn ticketing into a revenue stream by earning a portion of the service fees on every ticket sold. But even if you have just a single location, white label ticketing can be a great way to offer your guests a premium experience where you have maximum flexibility and control over the look and feel of your ticketing portal.
Builds Ultimate Customer Trust: When a ticket purchaser looks at the URL bar and sees tickets.yourbrand.com instead of a third-party ticketing vendor, it builds immediate trust. This familiarity reduces hesitation, especially for high-ticket events or season passes.
SEO (Search Engine Optimization) Boost: All the web traffic, back-links, and user activity generated by your ticket sales happen on your domain or subdomain. This signals to search engines like Google that your website is highly active and authoritative, which helps improve your overall search rankings.
Zero Maintenance for Your Team: Even though it behaves like a completely proprietary, in-house ticketing system built just for you, the Passage engineering team handles all the hosting, security updates, server scaling for high-traffic on-sales, and technical maintenance. You get the credit, we do the heavy lifting.
Seamless Cross-Selling and Upselling: A fully custom white label portal allows for a more integrated flow to pitch merchandise, VIP upgrades, season add-ons, or food and beverage vouchers during the checkout process without cluttered formatting.
Own 100% of Your Customer Data: A white label setup ensures you have direct, uncompromised ownership of your customer list and purchasing habits, making it incredibly clean to build email marketing segments for future events.
Whether you need the quick simplicity of a standard link, the frictionless on-site magic of our free Widget Builder, or the elite custom branding of a White Label portal, Passage scales to meet your exact workflow.
Ready to upgrade your website’s checkout experience? Log into your admin dashboard to try out the Widget Builder today, or reach out to our team to request a White Label demo!