We consider the construction of gauge theories of gravity that are invariant under local conformal transformations. We first clarify the geometric nature of global conformal transformations, in both their infinitesimal and finite forms, and the consequences of global conformal invariance for field theories, before reconsidering existing approaches for gauging the conformal group, namely auxiliary conformal gauge theory and biconformal gauge theory, neither of which is generally accepted as a complete solution. We then demonstrate that, provided any matter fields belong to an irreducible representation of the Lorentz group, the recently proposed extended Weyl gauge theory (eWGT) may be considered as an alternative method for gauging the conformal group, since eWGT is invariant under the full set of local conformal transformations, including inversions, as well as possessing conservation laws that provide a natural local generalisation of those satisfied by field theories with global conformal invariance, and also having an `ungauged' limit that corresponds to global conformal transformations. By contrast, although standard Weyl gauge theory also enjoys the first of these properties, it does not share the other two, and so cannot be considered a valid gauge theory of the conformal group.