*This is a guest post I contributed over at WebinarNinja.
It’s 11pm on a Friday night, and at this point you’ve spent hours crafting the perfect presentation for your webinar.
You’ve put thought into every detail, from the opening slide to the CTA (call-to-action) at the end.
It’s ready to rock ’n’ roll, and you’re ready to help your audience undergo a massive transformation.
The only thing left to do is create a landing page that will actually get people to show up to your webinar.
But what makes a great webinar landing page?
How can you make sure you're doing everything you can to get people to sign up?
A well-designed webinar landing page can make all the difference between having no one show up, or blowing past your attendee limit.
To save you from the guesswork, I’ve put together a list of the 7 essentials for creating a high-converting webinar landing page.
1) A compelling headline
It all starts with your headline.
Your headline is what will first grab your visitor's attention and determine whether they continue reading the page, or hit the back button.
You want a headline that's clear, concise, and speaks to the main benefit of attending the webinar.
What is the specific outcome you’re promising?
Make sure your headline communicates the benefit in a way that's impossible to miss.
Here are a few examples that do just that:
2) A brief description of what the webinar will cover
Once you have someone’s attention with your headline, the next step is to give them a brief overview of what the webinar will entail.
This is your chance to elaborate on what they can expect to learn and how it will benefit them.
Keep it short and sweet, while still including some key details.
Formatting is very important here.
Bullet points and short paragraphs are the way to go. No long paragraphs!
The goal is to get them excited about what they'll gain by attending - without giving away too much information.
Save all the sweet stuff for the webinar 😉
3) Engaging visuals
Your visuals are what will help sell the webinar and get people to take action.
They’re an important part of your visitor’s first impression.
If they’re going to be staring at your webinar for 60+ min, they’ll want to know that it’s going to be visually engaging and not just a big block of text.
Your visuals can be in the form of images, videos, or even just graphical elements like arrows or lines.
The key is to use visuals that are relevant to your webinar topic and reinforce your message.
If you’re including images, make sure they're high quality and don’t look like a generic stock photo.
If you can, an engaging image or video that speaks to the transformation your attendees will experience always works well.
4) Social proof
You can tell someone you have the answers to their problems, but unless they’ve been familiar with your work for a while, they might not believe you right away.
This is where social proof comes in.
People are more likely to take action if they see that others have taken action before them and gotten good results.
Including social proof on your webinar landing page is a great way to increase conversion rates by showing potential attendees that your webinar is popular and valuable.
There are a few ways you can do this:
- Include testimonials from past attendees
- Include testimonials from previous clients
- Ask someone in your network to provide a comment about the slide deck from your upcoming webinar
- Ask someone in your network to provide a testimonial on your knowledge in the industry
- Include the logos of publications that your work has been featured in
These are all easy ways to add social proof to your webinar landing page, even if you haven’t run a webinar before.
5) An "About the Presenter(s)" section
This is your chance to make a personal connection and further build trust with your audience before the webinar begins.
Include a brief overview of who you are and why you’re qualified to present on your topic.
If you’re going to be joined by any other speakers, include a brief overview of them as well.
It’s always a good idea to include a high-quality headshot so people can put a face to the name.
People are more likely to engage with someone they feel they know, so this is your opportunity to create that connection.
6) A clear call-to-action
Now that your visitor understands what your webinar is about and why they should attend, it’s time to get them to take action.
Your CTA (call-to-action) should be clear, obvious, and enticing.
It should stand out and be easily clickable, so there's no confusion about what the next steps are.
A button that says “Register Now” will generally work fine, but you can always add more spice to it.
Something like “Reserve My Spot” can help add urgency if spots are limited.
“I’m Ready to XYZ” helps drive home the benefit.
“I’m in. Sign me up!” feels more personal.
Feel free to play around with your CTA text until you get something that feels right.
You can also use a few of these if you have more than one CTA on your page (recommended).
7) A form to capture contact information
Your CTA will send people to a form where they enter their contact information.
This part sounds obvious, but there are a few things you’ll want to keep in mind:
The fewer fields you have, the better. People are more likely to fill out a form if they know it’ll only take them a second.
Essential information like name, email, and maybe company name are a good starting point.
If you know your webinar will be in high demand you can try collecting a couple more fields, but I wouldn’t push it.
You can always learn more about your attendees after they’ve engaged with you on the webinar.
Now that you understand all the key components that go into a great webinar landing page, it’s time to start putting yours together!
Remember, the goal is to get your visitors excited about what they'll learn and the value they'll get from attending your webinar.
Most importantly, you want to make it easy for them to take action by providing a clear and obvious CTA.
If you can do those things, you’ll be well on your way to a successful webinar.
...and have a framework you can use over and over again for future webinars 🙂
These tips will work for any webinar platform, but WebinarNinja is a personal favorite (and makes it really easy to get started).
You can use one of their pre-built templates or embed the registration form on your own site.
That’s all for this one. Thanks for reading!