Are you planning to host a webinar in the near future? If so, you probably know there are a number of elements that go into doing this successfully. While it’s not a part of the actual presentation, your webinar landing page will play a huge role in whether or not this important form of content is successful.
The Importance of a High-Quality Webinar Landing Page
Before we start showing you how to create a successful webinar landing page, let’s really quickly cover why it’s so important.
After all, putting together a webinar is a lot of work, especially the first time you do it. By the time you finish putting together your presentation, you may feel tempted to simply slap together a webinar landing page so you can start promoting it ASAP.
We really advise you against this, though.
Your webinar landing page is going to be seen as a direct reflection on this important piece of content. While you don’t have to spend nearly as much time on it as your webinar presentation, you should make sure that it sets people up to have confidence in the actual webinar that’s about to follow.
Let’s begin with the basic ingredients every one of these landing pages absolutely must have. Just because these are the basics, though, doesn’t mean you can afford to take them for granted.
If you’re able to nail these elements, your landing page will be very powerful. Nonetheless, after these five concepts, we’ll continue by showing you some very promising tips you can implement.
Communicate Your Unique Selling Point (USP)
A high-converting webinar landing page will only be possible if you display your unique selling point or USP prominently at the top where it will be easy to see right away.
In other words, the moment someone lands on your webinar landing page, they should see what it is your webinar has to offer.
Take time considering what your USP is, too.
Ask yourself questions like: Why should people attend my webinar? What’s waiting for them at the end? How will their lives change for the better after attending it?
These things are your USP.
Now, the other part of this equation is coming up with the most efficient way of explaining your USP to the people who come to your webinar landing page.
Simply deciding on your USP isn’t good enough. You also have to communicate it to your guests in such a way that they won’t miss the point or otherwise decide to head elsewhere.
This copy is going to be extremely important, so take your time coming up with it.
Add a Compelling Image
Your webinar landing page should have an image near the top that fits the USP you’re displaying, too.
For many of you, this will be simple. If you’re interviewing someone, just include a picture of them. They’ll probably have a headshot they can send you. It couldn’t be any easier.
Other times, this is going to be a little more involved. You’ll want an image that communicates the USP.
For example, if you’re going to be showing people how to increase traffic to your landing page, your landing page may display a graph that shows a positive trend.
If you were showing people how to get in shape, you might choose a before-and-after photo of your success or that of your clients.
Pro Tip: If you do decide to use a headshot or some other picture of a person, make sure they aren’t staring directly ahead. This makes it too easy for the reader to lock eyes with them which, in turn, interrupts the reading of the copy. Instead, have their eyes pointing toward important elements on your page.
Explaining the Benefits
A good USP only needs to be about a sentence or two. Remember, its job is to simply grab your visitors’ attention and make sure they don’t go running off to another page until they’ve scrolled down the page.
Provided they do this, you’ll want to list the benefits that they’ll receive from attending your webinar. If you went through the aforementioned process of coming up with a USP, it shouldn’t be too difficult to now expound on it and list out benefits for your attendees.
Generally, you should use bullet points for this. Doing so will let you list out a number of benefits without making bulky copy with lots of paragraphs. This could easily send potential attendees running.
Leverage Social Proof
One of the best ways to get people excited about attending your webinar is showing them what other people received after doing so. You want to give them testimonials because this kind of social proof is extremely powerful.
For instance, if you’re showing people how to make money in their free time, you’d want to show them statements from past attendees who have used what you taught them to do just that: make money in their free time.
At the end of the day, anyone can claim to teach just about anything. That’s why the more ambitious your claim, the more important it is that you back it up with testimonials that provide evidence.
Your USP and list of benefits regarding your webinar are still very important. Don’t think that just having a ton of testimonials on your webinar landing page will be enough.
It’s great if you have that many, but the other two components provide important context. You don’t want to waste those testimonials because people are getting confused.
Give a Clear Call to Action
At this point, if you’ve done all of the above, your webinar landing page should be coming along nicely. Anyone who lands on it should immediately be drawn down the page through the past four elements.
The last piece it needs is a call to action. You need to tell people what it is you want them to do.
This may seem too obvious to even need its own section, but don’t take this piece lightly. It’s been proven that people lose business when they aren’t straightforward with their potential customers. You must tell them exactly what it is you want them to do.
Tell them where to enter in their information to attend your webinar and make sure the forms are impossible to miss.
If you’re in a hurry and need a webinar landing page right away for some reason, you now have all the essential pieces for putting one together. That being said, if you have a bit more time on your hands, the following additions can make your webinar landing page even more powerful.
Use Custom Registration Fields to Grab Extra Information
We left on the call to action of your webinar landing page, so let’s continue there.
While you’re designing that part of the page, why not add one or two more registration questions to it?
Most people just ask attendees for their names and email addresses. That’s definitely enough. You can use their email addresses for a number of powerful reasons.
While you have them there, though, go ahead and ask for other helpful pieces of information.
You could ask about how they found out about this webinar, for example. Maybe it would help to know what kind of profession they’re in. Would learning about their biggest sticking points relative to what you teach be helpful?
Instead of asking these questions in future emails and hoping people respond, you already have this information. You can even use it right away to segment the initial emails you send out following your webinar.
Just don’t get carried away. Two or three questions are probably the maximum amount you should ask. You don’t want to lose potential attendees because they simply don’t want to keep filling out your form.
Provide a Sample
This is something we’re seeing more and more of and for good reason.
On your webinar landing page, you could include a brief sample to show your potential attendees what to expect.
This way, they can be confident that the speaker and equipment being used will lead to a webinar that’s worth their time.
Many of us have set aside time for what seemed like a promising webinar and then been horribly disappointed when it came time for the program to start.
There’s still a large disparity in terms of quality across webinars, which is why you can expect to see more and more sign-up pages including these previews. Companies appreciate that people want to be assured that their time won’t be wasted.
Use Urgency and Scarcity
Most webinars have urgency built in. If it’s a live program, people have to sign up before the show goes live or they’ll miss it. Thus, they need to act right away.
We’d still recommend you make this very clear to people. Many of these landing pages even include meters that track how many days, hours, minutes and seconds are left until the webinar goes live.
The other thing you can do on your webinar landing page is introduce scarcity. Tell your audience that you’re only going to allow a certain number of people in and, once they’ve signed up, you won’t take anymore.
This will do a couple of important things.
First, it’s going to knock people off the fence. Instead of thinking about it or putting the decision off until the last possible second, this scarcity means they might not have another opportunity to attend your webinar if they don’t sign up right now.
Second, it’s going to make them value it more. As you probably know, when you don’t allow everyone to have something, it naturally becomes more valuable to everyone.
Aside from the fact that this will dovetail nicely with urgency in terms of pushing people to take action; it also means that people will be more likely to appreciate the information you provide them.
Eliminate Navigational Tools
One hallmark of a good website is that it’s easy to navigate. People should have no problem jumping from one page to the next.
However, your webinar landing page is a little different. You actually don’t want to make it easy for your visitor to jump all over the place. You want to keep them on the page until they fill everything out and click “register.”
Obviously, they can use their browser controls whenever they want. The point is that you don’t want to lose someone simply because their attention went elsewhere for a fleeting moment and that was enough to take them off your page.
Along the same lines, despite all these elements we’re recommending, you want to keep your webinar landing page simple and streamlined. Keep it easy for visitors to comply with your wishes.
Don’t Try to Appeal to Everyone
This is a great time to bring up this important advice. You’ve probably heard the old adage that trying to please everybody is how you end up pleasing no one.
The same goes for the copy on your webinar landing page. It’s understandable that you’d be tempted to take a large net approach and simply do your best to catch as many attendees as possible.
However, you probably also have a purpose for putting on a webinar in the first place, right? Is it to generate leads or will you actually be selling a product/service?
Whatever the case, if you attract people who are never going to be good prospects, you’ll be severely reducing your closing percentage. Also, if you do decide to keep your webinar open to only a certain number of people, it’s even more important that you’re selective about who’s allowed in.
As you can see, a lot of work goes into creating a successful landing page for your webinar. However, the work is definitely worth it. Furthermore, after you do this once, you’ll have an easy time leveraging this landing page over and over in the future to continue promoting your webinars.