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How to create a high-converting webinar landing page

The secret to increasing the conversion rate of your webinar landing page.

webinar landing page: The illustration of a laptop open on a transparent landing page on the screen and two video player icons representing a webinar landing page

Without a doubt, planning and promotion are two of the main steps of an effective strategy to holding a webinar with great results. And this is exactly why you need to pay close attention when creating your webinar landing page.

After all, it’s an essential page for people to sign up for your webinar, right?

To help you think better about this page, answer the questions below:

  • What is essential for my webinar landing page?
  • Which information it needs to have?
  • What is the ideal webinar registration form?
  • How do you convince your audience not to leave the page before converting?

It’s okay if you don’t have these answers at the tip of your tongue!

Because in this article we’re going to teach you how to create a webinar landing page that converts.


A webinar landing page’s basic structure

The webinar landing page doesn’t have to be full of data or images, nor anything that distracts your potential customers.

Add elements that help you achieve one goal: making users sign up for your event.

Below, you’ll find the basic structure of a webinar landing page, so you can learn how to build your own.

1. Landing page title

You should remember that, like in the real world, first impressions online are very important.

Therefore, the title has this purpose of being able to capture the attention of page visitors and be a stepping stone for the relationship.

In the digital world, users receive a lot of information all the time. The fierce competition for the audience’s attention causes them to deviate their attention from the main focus. Therefore, an impactful title needs to be there. But you need to do more.

A good title not only causes instant impact and interest, but also informs

Remember that you only have a few minutes to get your message across, before your audience leaves your page and gets lost in a sea of other offers.

Saying that a good landing page title doesn’t have to be amazing or long is valid. Remember two main characteristics:

  • Attractive
  • Informative

Here, we have an example of a webinar title that would certainly attract the attention of any sales professional. And, at the same time, clearly provides information about the webinar’s content.


“The secrets to improving your sales process and closing 4x more sales!”

2. Unique Value Proposition

When designing a webinar landing page, it is essential that you have a Unique Value Proposition.

This merely consists of a quick description of what you’ll offer and why your webinar will make a difference in the life of those who attend it.

This text, which should preferably be short, should come below the title on your webinar landing page.

In addition to providing information about your proposal, it should also stress the content’s idea of urgency. Creating the feeling that the person cannot miss the event, under no circumstances.

Check out what our illustrative landing page is looking like so far:


“The secrets to improving your sales process and closing 4x more sales!”


“Learn how to identify the stages of your sales where you’re letting your customers get away and how to quickly fix this.”

3. The webinar landing page’s content

The content to be presented on the landing page for your webinar will talk about the topic that will be addressed in a broader manner.

It shouldn’t be long, and must use the keywords of the topics that will be addressed during the event.

Also, use text tricks, such as bullet-points, which will help you synthesize in points, the idea of the content you’re trying to transmit.

No matter how dense a topic is addressed in a webinar, the landing page needs to be simple and easy to consume. Thus, it will be possible to convert those who are accessing the page more quickly.

And this should be the primary focus of a webinar landing page.

So far, this is how our landing page is looking:


“How to improve your sales process!”


“Learn how to identify the stages of your sales where you’re letting your customers get away and how to quickly fix this.”


Selling more is the goal of every salesperson. A dedicated professional is aware of the importance of a good process so no money is left on the table. But if you’re already aware of this, why aren’t you selling as much as you’d like?

On September 23, you’ll find out!

  • Are you REALLY building rapport and trust from your 1st contact with your customer?
  • 5 secrets of a sales process that is 100% effective
  • Follow up: have you been doing it without being annoying?
  • Discount margin: the negotiation needs to be good for both parties

4. Form and CTA

Don’t forget to have a good form!

It’s through the form that those accessing your landing page will sign up to attend, by filling out their information.

The form shouldn’t be invasive, asking for information about users’ whole life. This may end up driving them away out of laziness or even fear of providing so much information.

Create an informal form that only asks for essential information. Don’t ask for excessive information that you won’t need.

Pay attention to what you need, in the funnel stage in which your webinar’s content is inserted. And only ask for what is relevant.

Forms are useful so your company can obtain the contact information from those interested. You can send reminders and even material that complements the webinar.

If the webinar landing page is at the top of your company’s sales funnel, you should ask for as little information as possible. The three recommended items are name, email and job position.

For a more nourished base, in more advanced stages of the sales funnel, you can ask for more information, such as the corporate phone number.

Another interesting tip is to invest in a landing page with smart automation, which will autofill users’ fields who are in the database, helping in the conversion.

5. Speaker’s information (with photo)

It’s important to introduce the speaker to those who will watch the webinar. And this should be done on the landing page.

Present the speaker’s qualifications, background and any information that validate the speaker’s knowledge and authority about the webinar’s topic.

This will help you create a user connection with the webinar; after all, they will have the opportunity of learning from someone who in fact, understands the subject.

If there are guest speakers, they should also be introduced, with a mini summary about them and their qualifications in the subject.

Don’t forget the visual aspects to capture people’s interest and attention. Thus, add a photo of the speaker and if possible, insert the link to his or her LinkedIn account. This may create a stronger connection and will generate more conversions.

6. Social proof

Nowadays, people end up connecting to stories. So, the company, having a success case or social proof of success about the topic it will present, should add it to the webinar’s landing page.

This will be the key point to convince the audience about its authority on the topic.

But don’t start making up information, it is critical that the social proof is in fact, true. And if you can prove it with real testimonials and photos, even better.

7. A killer Call to Action

In order to create a killer call to action (CTA) that will convert those who access the landing page, the first step is to know who the persona is. Next, use your knowledge about them to offer what they need through the right CTA.

If, for example, you wish to convey the idea that the users will sell more after watching your webinar, you can use a short and direct CTA, such as “I want to sell more!”

With this type of call to action, users tend to be attracted, since they are informed about the webinar’s intent and objectives, as well as directly touches upon what they are seeking for their own business.

Increasing a webinar landing page’s conversion

As you’ve seen, a webinar landing page needs to be well developed regarding its topic and the audience, and thus, increase conversion.

However, one feature can further increase a landing page’s conversion. We are referring to videos, which can make conversions increase exponentially.

A study conducted by Wishpond, which automates landing pages for large US companies, showed that videos on landing pages, presenting its content and social proof, can increase conversions by 80%!

But, how do you create and use videos in a webinar landing page? This is what we’ll explain below.

1. Creating a video for a webinar landing page

The videos for a landing page need to focus on presenting the idea behind the webinar, showing the subjects that will be addressed, the benefits in watching it and which social proof and success cases that evidence the authority of those who are offering the webinar.

This video should be short (approximately 2 minutes long), but it must convey seriousness to those who watch it.

Additionally, the video for the landing page must contain a CTA, calling those who watch it to sign up for the webinar.

2. Add a CTA within the video

As you’ve seen, videos are quite an ally in webinar landing page conversions.

However, so that conversions can increase even more, the video needs to contain the form and CTA in it. So that those who are watching can sign up for the webinar immediately after being involved by the presentation video.

Remember that keeping your users engaged is also key to increasing your conversion. Would you like to learn how to keep the audience of your webinar engaged from start to finish? Well then, check out our article.