If you have multiple events running simultaneously, you can share your Central Storefront with your patrons. This storefront that displays every upcoming event you have scheduled. You can find the link under Account Administration in the upper-right corner of the page. By default, the URL is based on your organization name. If you'd like to change it the steps are in this article: How do I make a custom Artful.ly URL?
Clicking a Buy Tickets button will take you to that event's storefront where people can select a show date and ticket types.
If you're only promoting a single event, it might make sense to send people directly to the storefront to buy their tickets. Instructions on finding the storefront link for your event are here: Where do I find the event storefront link to share with my customers?
For a detailed look at the checkout experience for customers, take a look at this article: What does it look like when a customer buys tickets?