Webinars can be one of the most effective lead generation channels, but only if people actually sign up to attend them.
One study found that high-quality leads from webinars convert to sales at a rate 7x higher than other leads. But if your webinar registration and landing page isn’t optimized, you can miss out on capturing those valuable leads.
For example, even popular webinar platforms like GoToWebinar provide less than ideal default registration pages:
There‘s no unique messaging about the value of this specific webinar, no presenter bios, and the registration form isn‘t even above the fold. Not exactly optimized for conversions.
That‘s why savvy marketers turn to landing page builders like Unbounce to create custom, high-converting webinar registration pages that significantly boost sign up rates.
In this post, we’ll cover how to properly design an effective webinar landing page using these essential elements:
- Unique Selling Proposition
- Hero Shot of Presenter(s)
- Outline of Benefits
- Social Proof
- Clear Call-to-Action
Plus, we’ll share key landing page copywriting and design strategies to further increase conversions.
Let’s dive in!
Craft an Actionable Webinar Title That Speaks to the Audience’s Needs
Your webinar title, also known as the unique selling proposition (USP), should clearly convey upfront the tangible value and takeaways attendees will get from the event. Some great examples:
- “How to Boost Campaign ROI with Email Automation Workflows”
- “Getting Leadership Buy-In for Your Martech Stack”
- “Beginner’s Guide to Building Chatbots”
Your goal is to promise a specific benefit the target audience cares about. Ask yourself – does my webinar title make it immediately clear who this for is and what they will learn? If not, keep refining it until the value resonates.
Pro Tip: Research popular search terms and questions your audience has to identify the biggest pain points a webinar could solve. Build the title around providing that solution.
Use Presenter Bios and Images to Establish Credibility
After attendees see what’s in it for them, they need assurance the information will come from an authoritative source. The best webinar landing pages feature a prominent “Hero Shot” of the presenter(s), including name, photo, and 1-3 sentence bio.
For example, if you were holding a webinar on building high performance marketing teams, the presenter bio might say:
Jennifer Wu – Jennifer is the VP of Marketing at Acme Co, where she has grown team headcount 3x and website traffic 5x over the last 2 years.
This quickly establishes relevant expertise so visitors feel confident signing up to hear Jennifer speak.
When featuring multiple presenters, keep bios concise as to not overwhelm the page. The goal is instant credibility – detailed backgrounds can come later.
Presenter hero shot + bio increases webinar registration rates by lending credibility
Clearly Communicate Benefits and Takeaways
Now that you’ve captured their interest with the title and presenter(s) have established trustworthiness, the next key element is spelling out what attendees will learn and how it will benefit them.
Dedicate a section to outlining 4-6 specific takeaways participants will gain from attending this webinar. Keep it skimmable by using bullet points, bolded subheads, and concise single sentence value statements:
Learn how to…
- Quickly build chatbot conversations with a drag-and-drop editor for streamlined customer support
- Create intelligent chatbot dialogues that dynamically respond to natural language questions
- Integrate chatbots with your CRM and marketing automation workflows to enrich contact records
Avoid generic claims like “become an Excel power user”. Be as specific as possible about actionable information attendees will learn to get even more registrations.
Webinar benefits section outlines exactly what attendees will learn
Pro Tip: Sprinkle in messaging about the positive outcomes of gaining said knowledge to connect the dots on value – “Implementing post-webinar automation will grow your email list 2x faster”.
Include Testimonials and Reviews to Demonstrate Value
Here’s where we employ a marketer’s secret weapon – social proof.
Including credible third-party testimonials is one of the best ways to convince landing page visitors your webinar is worth their time.
For example:
“The revenue growth strategies taught in this webinar helped us 2X MRR in just 6 months. Game changing content!” – Sarah K, Director of Sales, AwesomeTech
If you’ve held webinars before, pull the best sound bites from attendee post-event surveys. If it‘s your first one, get customer reviews of your brand as a proxy.
Stats also make convincing social proof:
"Over 5,000 marketers have attended our popular webinar series on digital advertising."
Testimonials and reviews increase trust and perceived value of webinar
Registration Form and CTA Should Be Only Call to Action
After communicating the above value props, visitors will have enough info to decide if the webinar is worth registering for. Don’t distract them with other links and offers now.
The final crucial piece is to make the registration form and submit button (your call-to-action) the most prominent element on the page.
Registration form + CTA should be above the fold with highest visual weight
All other page elements should direct visitors down the funnel toward this goal. Limit links to external sites which can cause people to abandon signup.
Pro Tip: Ask an engaging, relevant question in the registration form to spur interest like "What‘s your biggest challenge with [webinar topic]?"
High conversion webinar landing pages also stick to a singular CTA instead of offering multiple options that cause analysis paralysis.
Additional Tips for High-Converting Webinar Landing Pages
Beyond including these essential page elements, you can further optimize conversions with these web copywriting and design tactics:
Copywrite for skimmability with section headers, bullet points, bolded subheads, and concise single idea paragraphs.
Funnel visitors downpage towards call-to-action through strong visual hierarchy and minimal side links/navigation.
Personalize the experience by speaking directly to page visitors using “You” and “Your”.
Inject enthusiasm and urgency in copy by highlighting limited availability or closing timeframe.
Use contrasting colors for CTA buttons so they stand out on the page.
Limit form fields to only essential info to reduce abandon rates. Additional questions can come post registration or on a post webinar survey.
Mobile optimize so page visits convert regardless of device (build responsively).
Following the tactics outlined here will transform the performance of your webinar landing pages. Just don’t rely solely on the registration form from your webinar tool or you’ll miss conversion opportunities waiting to be captured.
Now get out there, start promoting that must-attend webinar, and fill those seats!
