Brad Smith — February 24, 2020 In the world of marketing, a webinar can be one of the most powerful tools in your arsenal. There’s a simple reason for that. Webinars allow you to connect directly with your audience, establishing your credibility in the field and associating your business with that topic in the minds of your prospective customers.
By running a webinar for your audience, you accomplish three things.
- Command the attention of your audience
- Educate them on your industry
- Build a relationship with prospects
All of these factors build trust as you present your product in a transparent manner.
While this sounds all great, what if nobody shows up?
Even the world’s most prolific webinar host needs an audience. Without an audience, there’s really no point. It’s the proverbial tree falling in the woods with no one around to hear it.
The good news: You can skyrocket your attendees by using a customized webinar landing page that is specifically designed to encourage visitors to register. Five key steps go into creating a high-converting webinar landing page, and we’ll be covering all of them.
1. Define your target audience
Figuring out your target audience for your webinar can be identified through demographic research.
Ask things like:
- What is the age range I’d like to target?
- Is there a certain gender this would resonate with?
- Where do they live?
- What are the pain points that I’m trying to alleviate for them?
- Are there any interests my target audience has in common?
Once you know the answers to these questions, you’ll be able to reach out to them in more targeted ways.
One strategy for getting noticed by your intended audience is through search engine optimization, or SEO, but results from SEO take time. With webinar promotion, time isn’t always available.
If you want a more immediate return, consider running paid ads through Facebook or Google. Not only do these services push your content out immediately, but they also give you advanced targeting criteria, which allows you to zero in on your preferred audience. You can target by age, gender, geographic location, interests, and more.
Sounds great, right? But don’t get too excited yet—we’re just getting started.
2. Optimize your headers
The headlines and subheads on each landing page are essential to your success. Keep in mind that although 80% of people may read your headline, only 20% continue to read the rest.
That means your headline needs to be dynamic, and your subheads should continue to pull the reader down the page. Remember, if your headline hooks the reader, they are more likely to skim down to your offer.
So how do you create an engaging headline?
Employ some of these proven tips.
- Include numbers in your headline. Think “7 Secrets” or “The Top 10,” or even “5 Steps” like yours truly put up here.
- Don’t be salesy. Highlight the problem you’re trying to solve and do just that. No one’s coming to hear your sales pitch.
- Make your headline a question. This is not only great for search queries but it also captures the attention of the audience.
When it comes to subheaders, you want to make sure that you’re clear regarding your subject matter. You’re trying to encourage the reader to continue, but it’s also a perfect opportunity to sneak in some keywords.
Subheads also help your overall readability. Breaking the copy up makes it easier to digest. When you outline your content (you should be outlining your content before drafting), be sure to include your subheads.
Here’s a great example from the retail giant Best Buy.
As you can see, the headline is not only effective, but it is branded with their instantly recognizable logo. The subheads help to create a visible hierarchy of content, drawing the subject down the page effortlessly.
3. Write quality copy
If you can move people past the headline, you may have won the battle, but the war is still far from over. If your landing page copy is stale, dry, or full of errors, you’ll lose the reader.
Don’t oversell the webinar as the be-all-end-all of information. That’s going to come off like a sales pitch, and you don’t want that. Do emphasize your unique value proposition. Why is it important for them to attend your webinar? What will they get out of it?
Try to be consistent with your messaging throughout the entire page. You want to keep your benefits and selling points the same throughout the webinar landing page. Remember, you are selling one thing: the webinar.
The webinar landing page is also a great place to include some social proof. If you have customers who have attended your webinars in the past who are willing to provide you with a glowing testimonial, make sure that you use it. Website visitors will believe the word of a peer over the word of a business any day.
Remember, the copy should feel conversational. It should feel like a one-way conversation that you’re having with the reader. Don’t be afraid to lean into that connection by using words like “you.”
Make sure you’re editing and proofreading your copy to catch any significant errors. Use a service like Grammarly, or another specialized checking tool to ensure that your content grammatically correct—and that you have not committed any cases of unintentional plagiarism.
Finally, while we’ve talked a lot about using keywords effectively, you don’t want to force them into your landing page copy. Keyword stuffing not only makes your text awkward; it is something that Google looks explicitly for when penalizing a website’s SEO score.
This example from Forrester showcases quality copy in action.
The paragraphs are short and easy to read. Bullet points break up the copy, too; the structure provides a clear description of the webinar and what it will be covering.
4. Use images and videos
No one wants to look at a massive block of text. You have to use some style and flair in your page’s design. Media, like images and teaser videos, can do a lot to pull a page together.
Now, we’re not saying to fill your page with a cluster of images or videos. When creating a landing page, it’s best to keep them limited. However, the photos or videos that you do use should pop to draw the reader in.
It’s a classic case of quality over quantity: Your media should be relevant and speak to the wants and needs of the customer. A video of the presenter explaining your webinar could also go a long way toward establishing credibility. Headshots of your speakers are another great inclusion.
For a prime example of compelling imagery, check out this example from HCL Tech.
The header image sets the tone for the audience. After all, reviewing information on a mobile tablet while sipping coffee is something most business professionals can relate to. Right?
The professional black and white headshots of the speakers help to convey authority and helps to complement the overall page.
This example from Network Marketing Pro shows how to use video effectively.
As you can see, the teaser video takes up a large amount of space on the page. Since people digest video content more easily, this makes for a bold, yet effective approach. Combine this with a compelling headline, date and time, minimal copy, and an effective call to action, and you’ve got a recipe for success.
5. Include a strong call to action
Your call to action, or CTA, is perhaps the most critical element of your webinar landing page. The CTA button is what allows potential attendees to join the webinar and say, “yes, I’m in!” A strong CTA is essential to increasing your click-through rate.
As such, you have to make sure that the CTA button is large enough to be noticed without dominating the page. If someone likes the idea of your webinar but can’t find the CTA button, you’re not likely to succeed.
Consider using a contrasting color for your Call To Action to make it stand out against the page. This will draw the customer’s eye to the button, which should feature copy written in the customer’s voice.
It’s also a good idea to include a sign-up form on the page, with required form fields highlighted.
These CTA tips can help you achieve a higher conversion rate:
- The CTA button should be large and link to your opt-in form.
- Ensure that the color scheme pulls attention but doesn’t clash with the rest of the webinar landing page design.
- Place the CTA button above the fold. That means the reader should not have to scroll down the page in order to see the button and access your webinar registration form.
- Consider adding some subtle clues such as an arrow pointing to the button.
- Don’t try to shoehorn your services into the call to action. Products and offers can come at a later time. The landing page intends to get people to sign up for your webinar. Don’t scare them off by trying to pitch a product at the eleventh hour.
This example from Mastin Kipp shows some masterful calls to action.
As you can see, there’s more than one cooperative CTA. They work together to convert the visitor at the beginning and end of the page. Also, they use some copy with an arrow right above the second CTA to pull the reader’s attention further.
Get registrants with killer webinar landing pages!
If you want to create a perfect webinar landing page that will have a positive impact on your conversion rate, you need to make sure that you’re keeping these five steps at the forefront of your mind.
- Target your audience
- Optimize your headline and subheads
- Write quality copy
- Use images and videos wisely
- Include a powerful call to action
By doing this and understanding how these steps fit together, you will be able to draw in a larger audience for your upcoming webinar and leverage that attendance into lead generation and positive growth for your business.
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