A webinar landing page is a key part of your marketing strategy.
According to Zippia, 73% of B2B webinar attendees become qualified leads while 20%-40% of B2C attendees become leads. With that, one way to attract audiences to your webinar is to have a good webinar landing page and it can be one of the most effective ways to do that. However, creating the perfect webinar landing page can be a daunting task—especially if you're not sure where to start or how to make it work best for you.
A webinar landing page has its distinguishing features, which makes it an effective marketing strategy. The average webinar receives almost 260 registrations, meaning that between 100-110 of those who register would actually show up to the event, and just over 40 would stay for the entire event.
Hence, in this article, some favorite best practices on how to create better-looking and higher-converting landing pages are articulated so that when you launch your next online event, there's no doubt in anyone's mind that they need to attend.
What is a Webinar Landing Page?
A webinar landing page is a web page on a website that exists to promote and sell a webinar. Webinars are live seminars that are hosted over the internet, and they can be recorded or broadcast at any time and rewatched by attendees. Equally important, it typically contains information about who the speaker is, what the topic of the webinar is and what it will cover, who the target audience is, and frequently a link to register for the webinar itself.
Certainly, webinar landing pages are a great way to promote your webinar, and they can be used in conjunction with other types of promotional materials. You can use them as part of an email campaign, social media marketing campaign, or paid advertising on platforms like Facebook.
Why is a Good Webinar Landing Page important?
A good webinar landing page is really important. It's the first thing your audience sees, and it can make or break how they feel about the rest of your webinar. Indeed, webinar landing pages are important because they help people understand what to expect from your webinar and whether or not they want to attend. They also make it easier for you to collect information from attendees so that you can follow up with them after the event has ended.
A well-designed landing page can also help you convert more people into attendees, which means you'll have more leads to follow up with after the webinar is over. With all this in mind, it's important to remember that you don't want your webinar landing page to be too long or complicated.
Your goal is to give people a taste of what they can expect from your webinar, along with some basic information about the event and how they can register for it. You also want to give them a compelling reason why they should attend right now instead of waiting until later.
What will the Attendees Get out of the Webinar?
The webinar landing page is an important part of your webinar marketing strategy. It's where you can explain what the attendees will get out of the webinar in a way that's clear and concise. Additionally, it is a chance to sell your product or service.
Indeed, the best webinar landing pages are designed to be actionable, so that when someone clicks through to your landing page, they know exactly what they're signing up for. The webinar landing page should be designed with your audience in mind. It should contain language that will resonate with them and answer their most pressing questions. You can create a webinar landing page that's optimized for search engines. However, the content on it should always serve your audience first.
5 Best Practices to Get more Attendees
Getting attendees is an important result for any webinar landing page. You want to ensure that your webinar landing page is optimized for conversion. This means using the right words and making sure that you have a clear call-to-action (CTA). Here are six best practices to get more attendees:
1. Use the right Language
The first thing you should do when setting up your webinar landing page is to include the right language. That means not just making sure that you're using industry-specific terms, but also being careful not to use too many buzzwords or jargon. You want to include language that will make people feel comfortable and at ease.
For example, if you're selling a product for commerce sites, don't just say “e-commerce." Instead, talk about how your product will help them increase sales or improve their conversion rates.
Certainly, the language you use on your webinar landing page can have a major impact on your success. The words you choose to use should be relevant to your topic, but they also need to be engaging and persuasive. When you're crafting your webinar landing page, it's important to use the right language. The language you choose will determine how your audience perceives the content and how they feel about investing their interest in it.
2. Make sure your Content is Concise and Engaging
A lot of people will be coming to your webinar landing page, and they probably won't have a lot of time. They might have been searching for webinars because they wanted to learn something new. They might have been looking for ways to improve their lives or careers, or even just for entertainment or relaxation. Whatever the reason, no one wants to invest too much time in complex content.
Hence, make sure the content of your webinar landing page is concise and easy to read. Don't try to cram everything into one long paragraph—that's going to make it hard for people to scan through and find what they want quickly. Instead, break up your text into chunks with headings and subheadings so readers can easily jump from section to section if they need more information about anything specific on your page before registering for the webinar itself.
3. Include a Call-to-Action (CTA)
A call-to-action should be included on your webinar landing page. A call-to-action is a link that directs the viewer to take some kind of action, like signing up for your webinar. It's important to include a call-to-action on your webinar landing page because it will help you get more people interested in your webinar and sign up for it.
If you don't have a call-to-action on your landing page, many people will just leave without doing anything else.
Furthermore, the call-to-action is what encourages the visitor to take action by clicking the button or link on the webinar landing page. Undoubtedly, the more specific the CTA is, the more likely your visitor will follow through with it. For instance, "Get my free guide" is a better CTA than "download our guide."
Let's have WordPress' webinar landing page as an example.
4. Keep the Registration Form short and simple
The best way to ensure that your webinar landing page is effective is by keeping the registration form short and simple. A webinar will often be an hour or more long, so you need to make sure that your audience can easily register for it without being overwhelmed by information or distracted by extraneous elements. The more information you ask for on your registration form, the longer it will take people to fill it out.
The best webinar landing pages keep their registration forms under 10 fields long and require only the most essential information from attendees. Make sure that each field is necessary, and that you don't ask for any personal information until after they've already signed up. This will help you avoid losing potential registrants who aren't ready to give up their contact info yet.
Don't include links or other clickable elements that will distract visitors from registering for your webinar. A good rule of thumb is that if something on the page isn't relevant to signing up for the webinar, then it shouldn't be on there at all.
Let's take a look at Wix's webinar's registration form:
5. Use Good Visuals
When it comes to webinar landing pages, there are a few things you can do to make them more engaging and effective. Another best practice for your webinar landing page is the use of good visuals. This means using high-quality images that show off your brand and look professional. You want these images to stand out, so choose ones that highlight your brand's personality.
According to MDG Advertising, three days after hearing information, people only remember 10% of it, but if it is accompanied with a visual, recall increases to 65%. Images are the most significant form of content, followed by text and video.
Furthermore, consider using a professional headshot of the people who will be hosting or speaking on the webinar. This is a great way for viewers to get to know them before the webinar starts, and it makes it easier for everyone involved—including you—to connect with them through their images. This can help build trust with potential attendees and make it clear who they'll be hearing from. It's also a good idea to include a few testimonials or quotes from previous attendees in case people need some reassurance that this is going to be worth their time and money.
The top webinar platforms come with a built-in landing page builder that makes it simple to construct and modify your webinar landing page.
Ultimately, the best practice for getting more attendees with a webinar landing page is to be honest about what you're offering. If you're trying to sell people on a course that's not really for them, then don't. Instead, focus on what your attendees want and need and make sure they know how they can get it.
Certainly, webinars are an excellent way to engage and convert your target audience. But in order to get the most out of your webinar, you need to start by optimizing your webinar landing page. By following these best practices, you'll be able to increase the number of attendees and engagement of your live events with ease. (Related: Webinar Follow-Up Best Practices that Will Turn Attendants into Paying Customers)