Is Your Webinar Landing Page Converting Leads Into Registrants?

How to create a webinar landing page?

We’ve discussed many ways to elevate your existing webinar program. To elevate your webinar program – you have to ensure that you have a good viewership rate. This depends on the level of registrants you can get.

Revisit your registration page if you aren’t seeing enough webinar registrants or attendees. Keep reading for 5 strategies on how to create a high converting webinar landing page. Pro tip: before you start,  it is helpful to have someone from your sales team involved in the planning process.

1. Do Your Keyword Research

It does not matter if you decide to leverage pay-per-click (PPC) advertisements or not. Always do your keyword research before starting on your registration page.

Leverage Keyword Planner, SEMrush, WordStream, and/or Ahrefs for this task. Don’t use any keyword tools?

Type your keyword or phrase in Google and see the automatic searches. This will give you an idea of what people search in relation to your keyword. Also, scroll to the bottom to see the related searches. These are great ways to figure out what other phrases people search for in relation to your topic.

Now that you have a list, spread your terms across your webinar landing page. Keep it natural so it does not come off as intentionally stuffing keywords. Instead, you will create landing page copy that is relevant to your audience.

2. Keep it Short & Simple

Keep that theme in mind when blocking out your registration page. You do not, nor should not need to explain your entire webinar on one page.

It should be enticing enough to immediately grab your prospects attention. All while being interesting enough to convince them to take an hour out of their day to watch your content.

Reduce the barriers to entry. When creating the lead form, ask yourself, or your sales team, what initial information will you need on your prospects? Do you need to know their company, city, title, revenue and company size right from the get-go?

Tempting, but no. Too many barriers to entry will decrease the number of prospects filling out your webinar form. Stick to the most important pieces of information.

  • First name
  • Last name
  • Email address
  • Optional: their phone number or job title.

Any more information can be gathered through the thank-you page. Or in your email automation when you remind them of this event.

3. Create a Compelling Headline

What makes your topic different from competitors? What can prospects gain from your webinar that they can’t get anywhere else?

Bring in your sales team to talk about pain points. Brainstorm a couple headlines about common obstacles your prospects face. Describe it in 10 words or less. Your prospects want a clear guide to solve their problems, so give them a checklist.

Or you can reference something that is currently trending in your industry. Use your headline to ask your audience a question.

4. Write Interesting Webinar Landing Page Copy

List out the main benefits your prospect will gain from your webinar. Make them detailed yet concise.

Use this opportunity to draw upon a few more of their pain points that you provide solutions to. If you are struggling to identify your benefits, ask yourself one question: what value would I derive from my own webinar?

If you are including a guest speaker on your event, include a headshot with a small blurb on who they are. Remember to add their job title and company. Include why they are an expert in your industry or on your topic.

Social proof is the best way to convince new prospective leads that your content is helpful and relevant. If you have testimonials, put them in your registration page.

5. Put in Place a Clear Call-To-Action (CTA)

Your compelling headline, main benefit, and CTA should all remain above the fold. This is anything a site visitor would see before scrolling down on your page.

They should be able to tell what your topic is. Why it is relevant to them? Be sure to include a CTA button that takes them to your registration form.

Your CTA copy should instill a sense of urgency.

  • Register Now
  • Limited Time Offer Only
  • Limited Seats Available
  • Registration Sale Ends Soon
  • Sign Up To Save Your Seat Now

Use contrasting colours to draw the viewer’s eyes onto the CTA button. Your landing page visitors should not have to look for it. If you have a longer landing page, add sections with your CTA that links back to your form (called anchor links).

Let’s Recap

Your webinar landing page is your first real touchpoint with a prospective lead. It is what lets them decide whether it is worth the time out of their schedule to watch your content. So it needs to be convincing.

Before starting on your landing page remember to:

  1. Do your keyword research – find out what high volume terms your audience is searching for. Use them naturally throughout your registration page for SEO optimization purposes.
  2. Keep it short and sweet – you do not need to cram all the details about your webinar into one page.
  3. Create a compelling headline – what is the main benefit of watching your webinar?
  4. Write interesting webinar landing page copy – address pain points and what your solution is. Add context to who will be hosting the webinar. Include social proof to confirm your content relevance.
  5. Put in place a clear CTA – what action do you want your prospective leads to make?

Leverage these tactics while designing your next webinar landing page.

Let us know how it affected your registration rates.

Matthew Ley

Matthew Ley

Matt Ley is the current President and co-founder of The Streaming Network. Starting his career in virtual events in 2007, Matt is an industry veteran that is passionate about helping customers stand out in their industry with compelling virtual events that people want to attend. The driving ambition for Matt is that virtual events are not a utility for information distribution but an opportunity for firms to create a competitive advantage. Matt is an accomplished speaker, moderator and a sought-after thought leader.

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