From content planning and investing in the right tools to partnerships and promotions — there’s a lot of work that goes into running a successful webinar. And it all starts when you create a webinar landing page.
Imagine putting in all that work only to be met with a poor turnout on the day of the webinar. Disappointing, isn’t it?
With so much content available, how do you convince the audience that your webinar is worth their time? This is why creating a powerful webinar landing page is so crucial.
Ultimately, webinar landing pages need to drive conversions and for that, they need to evoke curiosity and compel visitors to want to know more.
Let’s take a look at how you can create webinar landing pages that generate interest and drive registrations, along with some inspiring landing page examples.
Write an Attention-Grabbing Headline
The headline is the first thing people see — if it fails to attract attention, people will be less likely to remain engaged.
So, make sure you write a captivating headline that creates a great first impression and draws attention. Your headline strategy needs to be based on enticing and engaging the reader while encouraging them to stay on the page and read further.
Here are some points to keep in mind while drafting the headline for your webinar’s landing page:
- Be direct and to the point
- Highlight the benefits users will derive from the webinar
- Use numbers in the form of listicles or to present statistics
- Use power words to evoke emotion and pique interest
CoSchedule’s Headline Analyzer is a useful tool you can use to write impactful headlines.
While headlines are the key focus, don’t disregard subheadings. Use them to complement the headline, expand on it, and persuade the reader.
Here’s an example of an impactful headline by Exposure Ninja — not only is it clear but it also uses statistics to create intrigue and evoke curiosity.
Emphasize The Value Proposition
Now that you’ve got your prospects’ attention, craft landing page copy that successfully converts them.
Everybody online is looking for answers. As content marketers, our job is to give them those answers in the most effective manner possible.
So, before you work on the landing page copy, ask yourself these questions:
- What is the goal of the webinar?
- Who is my target audience?
- What problem am I solving?
- How will my audience benefit from it?
This will help you craft copy that is targeted to a specific audience. What’s important is highlighting your webinar’s value proposition and the benefit your audience will derive from it.
Make it scannable and easy to read — break down paragraphs, use short sentences and bullet points to communicate the key messages.
If your webinar features guests, it’s a good idea to include their names and background information, adding to the credibility of your session.
Here’s a snippet of a webinar landing page that highlights the value proposition and benefits of attending the webinar. Notice how they’ve used bullet points to make the copy easy to scan and read.
Use Enticing Visuals
Writing impactful landing page copy is important but it’s equally essential to use the right visuals to complement and strengthen your communication.
Visuals break the monotony of text and let you tap into your audience’s emotions to drive conversions. Here are some visuals you can use for the webinar landing page:
- Relevant background image to set the tone
- Headshots of guest speakers
- Data visualization to emphasize the pressing problem your webinar will address
- Screenshots to give the audience a peek
- A short video snippet of what attendees can expect from the session
Implementing these visual tactics will not only help you draw attention but it will also persuade website visitors to take the desired action.
Here’s an example featuring guest speakers’ headshots and credentials to appeal to the audience and add authenticity.
Use Social Proof
In order to generate leads from webinars, you need to win your target audience’s trust. One of the most effective ways to do that is by leveraging social proof on the webinar landing page.
People need to be convinced that your webinar is valuable enough for them to register. Using the right social proof elements on the landing page is likely to capture attention and strengthen your brand perception while encouraging them to share their details and attend the webinar.
Here are some ways to offer social proof on a webinar landing page:
- Showcase testimonials or reviews from previous webinar attendees
- Share statistics highlighting the number of people who have registered for the webinar
- Drop names of brands or influencers you’ve helped with in the past
- Feature partner or sponsor logos
- Add trust badges to instill a sense of security
Here’s an example of Platinum Trading System’s webinar landing page which features testimonials from their past clients.
Maintain a Simple Design and Layout
A crowded landing page is a conversion-killer. You might be tempted to include a lot of information but what matters is how you choose to present it.
The most effective way landing page designs are those that are clean and simple, clearly communicating the message and letting visitors know what’s expected of them.
Choose a consistent color scheme in line with your brand guidelines and create a visual hierarchy by playing with font sizes and colors. The idea is to draw attention to the important elements and guide the viewer’s gaze.
Include a Prominent Call-to-Action Button
One of the most common mistakes marketers make is including multiple call-to-action buttons on a single landing page. This is distracting and ends up confusing the viewer.
The purpose of the call-to-action button on the webinar landing page is to attract registrations. So, make sure it has one strong call-to-action button that clearly induces action and is prominently placed.
For it to be prominent and attract attention, it needs to be of a contrasting color such that it stands out against the background. Another good idea is to place the button above the fold because that’s where it’s likely to get the maximum views.
Here’s an example of the call-to-action button from Adam Palmer’s webinar landing page.
Simplify Webinar Registration Forms
The registration form is the last step in the conversion process of any gated content. After having gotten people this far, you don’t want to repel them with a lengthy or complex form.
Form filling is certainly not something people look forward to or enjoy doing. Hence, in order to maximize conversions, you must simplify it for them.
Here’s an example of a short registration form that only asks for the essential information.
The Takeaway: Create High-Converting Webinar Landing Pages
Use landing pages to inform your audience and help them derive value from your offering. Make sure the content is focussed on a specific call-to-action such as driving webinar registrations in this case.
So, abide by these seven best practices and create a high-converting webinar landing page that boosts registrations. You should also conduct an SEO test to ensure the page is optimized for search engines and attracts relevant traffic.