A guide to competition business websites

Anton Hilton • Sep 29, 2022

Competition businesses are companies that make money by running different competitions. This typically means you offer consumers the chance to enter a competition and win a prize. For instance, you may offer a brand-new car to one lucky winner. Entrants have to pay to enter the competition and this is how you make your money. 


Naturally, these businesses need websites to host all of the competitions. Thus, you will require a proper competition business website. How does this differ from a normal business website? Well, there are some key elements and rules you will need that other sites might not require. Don’t worry, all will be explained below:

There must be clear rules

To start, you need to outline clear rules for every competition on your site. This means detailing exactly how much each entry costs, what the prize is and any other rules that entrants need to follow. If you fail to disclose this information, you could be penalised by the UK Gambling Commission. 


It’s a smart idea to have a FAQ page on your site that also answers common questions and explains all the general rules - such as age limits, etc. This is basically your company’s way of showing the authorities you are doing everything you can to inform participants of any risks associated with entering competitions. 


Figure out if you need a licence

According to the UK Gambling Commission, you don’t technically need a licence to operate a competition business website. 


However, this is only the case if you do one of two things: 


  • Add an element of skill to the competition 
  • Offer a free route of entry


In most cases, providing a free route of entry to each competition is the easiest approach. The best way to do this is by providing people with the option to enter for free via post. Include this in every single competition and make it clear for everyone to see this option. You also need a page that details how to submit postal votes, so keep that in mind. 


If you do not do this, you will need to obtain a licence to run your website. 


Focus on drawing participants in

Your competition business website needs to clearly show each competition and draw the user in. Display the prizes for all to see, using HD photography at all times. The inclusion of a live countdown is also a smart idea as it adds time to the equation. Users will feel encouraged to enter a competition as they see the clock counting down and realise there’s not much time left to capitalise on the opportunity!


Display as much social proof as possible

Nowadays, people are worried about being scammed online by fake competitions. Nobody wants to provide a dodgy site with their bank details. So, you need social proof in the form of reviews and testimonials to prove you are trustworthy. Trust is so important for competition business websites, so make sure your social proof is boldly displayed when people visit your site. 


Focus on website security

Likewise, website security builds more trust. The absolute bare minimum you need is HTTPS encryption on your site. This lets users know that your website is secure and their data is protected. If you visibly display other security elements, it builds even more trust between your business website and the consumer. 



Creating a winning competition business website can be challenging if you have no experience. At Hilton Web Design, we specialise in this domain. Feel free to contact us today and we can help you kick things off.

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