How to Create a High-Converting Webinar Landing Page

Planning and promotion are some of the most important steps in creating a webinar with great results. Every step of creating an effective strategy requires attention to detail to ensure a good outcome.

After all, the whole point is to get people to sign up for your webinar; right?

To help you as you start to design your strategy, consider these questions:

• What is essential for my webinar landing page?
• What information do I need to include?
• What is the ideal webinar registration form?
• How do you convince your audience to stay on the page long enough to convert?

It’s OK if you don’t have these answers at the tip of your tongue! In this article, we will teach you everything you need to know about creating a webinar landing page that converts.

VIDEO: How to make EPIC webinars with Bruno Gimenes

The basic structure of a webinar Landing Page

A webinar landing page does not have to be crowded with data or images, which can distract your potential customers.

Instead, focus on adding 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 to build your own.

1. Landing Page title

Just as in the real world, first impressions on your landing page are important. The title should be able to capture the attention of your page visitors and keep them reading.

In the digital world, users receive a lot of information at every moment. Content creators face the challenge of capturing their attention amid the wealth of info. An impactful title can be the first step in catching their eye and inviting them to learn more.

So what makes a good title? It not only sparks interest but also informs.

Remember: You only have a few seconds to get your message across before your audience leaves your page and gets lost in a sea of others.

A good landing page title doesn’t have to be long. It simply needs to meet the two main criteria:

• Attractive
• Informative

Here is an example of a webinar title that can attract attention while clearly providing information about the webinar content:

“The Secrets to Improving Your Sales Process and Closing 4X More Sales!”

2. Unique value proposition

Another key feature of a successful webinar landing page is unique value proposition.

What does this mean? Unique value proposition is a quick description of what you offer and why your webinar will make a difference for the people who attend it. In other words, it’s your explanation of why your content is worth their time.

The text should be short and usually comes just below the title on your webinar landing page.

In addition to providing information about your content, it should also convey a sense of urgency. Create the feeling that the person cannot miss the event under any circumstances.

Here’s an example:

Title: “The Secrets to Improving Your Sales Process and Closing 4X More Sales!”

UVP: “Learn the ways your sales are letting your customers get away and how to fix them instantly.”

3. The webinar Landing Page content

Now it is time to describe the content your webinar will cover in more detail.

This is your chance to elaborate, but the description should still be short and compelling. Most important, it must use the keywords of the topics that will be addressed during the event.

How can you elaborate while keeping your text brief and scannable? Text tricks like bullets are a great way to condense the points so that your readers can get all the information in just a few minutes.

Your webinar topic might be dense, but the landing page needs to be simple and easy to follow. This increases the likelihood that readers — including those who are in a hurry — get all the necessary information, increasing the likelihood of conversion.

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

Title: “The Secrets to Improving Your Sales Process and Closing 4X More Sales!”

UVP: “Learn the ways your sales are letting your customers get away and how to fix them instantly.”

Content: Every salesperson’s goal is to improve sales. A dedicated professional knows the importance of a solid process so no money is left on the table. But if you already know 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 first customer contact?
• Five secrets of a 100% effective sales process
• Follow-up: How to do it without overwhelming your client
• Discount margin: How both sides can win

4. Form and CTA

Don’t forget to include a form!

This will ensure that people who are interested in your webinar will sign up to attend.

Keep the form simple. It doesn’t need to ask for detailed information. If it is too long, people may leave because they lose patience or feel like their privacy is being violated.

Instead, ask only for the essential information that you need to sign people up. Pay attention to what your need in the funnel stage in which your webinar’s content is inserted.

Forms help your company access contact information from interested parties. You can send reminders and even complementary materials to go with your 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 most important pieces of information are simply: name, email, and job position.

If you need more information in the advanced stages of the sales funnel, you can ask for details such as a corporate phone number.

You may also want to consider investing in a landing page with smart automation. This will autofill the fields of users who are in your database, further improving conversion.

5. Speaker’s information and photo

The landing page should also introduce the speaker who will host the webinar. Present their qualifications and background, with information about their authority on the topic.

This helps create a reader connection with the webinar by showing that they have the opportunity to learn from someone who understands the topic.

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

Don’t forget to add visual aspects to capture people’s attention. Add a photo of the speaker, and, if possible, insert the link or their website or LinkedIn account. This will provide further proof of their qualifications and generate more conversions.

6. Social proof

With the wealth of information on the internet, people tend to connect with personal stories. If your company has a success story related to the webinar topic, you should absolutely include it on the webinar landing page.

This will be the key point in convincing the audience of your authority on the topic.

Of course, you should stick to true information — making up stories will ultimately undermine your success. If you can back your story up with real testimonials, photos, or other information, that is even better.

7. A killer Call to Action

A great call to action (CTA) is the last element that should be on your landing page. This tells your readers what the next step is. Now that they are convinced that your webinar is worth their time, what should they do?

In your case, the next step is to sign up for your webinar. But the first step in crafting a great CTA is to know your reader persona. Knowing the persona and the knowledge they want from your webinar will help you craft the perfect CTA.

For example, if you want to convey the idea that they will sell more after watching your webinar, you can use a CTA such as, “To learn how to sell more, sign up now!”

This type of call to action brings your webinar pitch full circle. The readers are now informed about the webinar’s intent and objectives and convinced that the speaker is knowledgeable — the CTA now touches upon what they are seeking for their own business.

Best webinar Landing Page examples

Let’s look at a few examples of successful webinar landing pages. These pages put all the information we’ve discussed into practice using catchy titles, top-notch design, and effective calls to action.

Example 1: AirBnB

This Airbnb webinar landing page does a great job of highlighting all the most important information in a way that is still easy to read. Here are a few other ways it nails the webinar best landing page practices:

• Simple, informative title that tells you exactly what to expect
• Detailed description letting people know what the webinar is all about
• Description of the host’s qualifications with social proof through reviews and verification
• Personal touch through photos and self-written host blurb
• Noticeable, easy-to-find call to action (the “Claim Your Seat” link) that navigates directly to a sign-in form

Example 2: Wix

This webinar landing page for Wix packs in a lot of information without overwhelming the reader. They have stuck to the essentials:

• A catchy but informative title
• Descriptive content showing why the webinar is worth the reader’s time
• A short blurb about each speaker demonstrating their knowledge on the topics (social proof included with the Twitter and LinkedIn links)
• An eye-catching call to action with the “Save Your Spot” link that takes readers directly to the webinar registration page

Increasing your webinar Landing Page conversion

As we have seen, many considerations go into crafting a successful webinar landing page. However, one feature is vital in increasing landing page conversion.

We’re talking about videos. 

A study conducted by Wishpond, which automates landing pages for large U.S. companies, showed that videos on landing pages can increase conversions by 80%! These videos presented content and social proof.

The study used A/B test landing pages to compare how audiences responded to them. The landing pages that included videos resulted in more clicks and conversions, proving that this is a vital tool for your landing page as well.

So how do you create and use videos on a webinar landing page? We’ll dive into this below.

1. Creating a video for a webinar landing page

Videos for a landing page should focus on a few key things:

• The purpose of the webinar
• The subjects that will be addressed
• The benefits of watching it
• The authority of the speaker (using social proof and success stories)

The video should be short (no more than 2 minutes long) but serious and informative.

2. Include a CTA in the video

As we have seen, videos are quite the ally when it comes to webinar landing page conversions. However, to drive that number even higher, it is vital to include the form and a CTA in the video.

This will encourage viewers to sign up for the webinar immediately after watching the presentation video.

Remember that keeping your viewers engaged is another key part of increasing conversion. Want to learn how to keep your webinar audience engaged from start to finish? Check out our article here.

3. Make it mobile friendly

In this day and age, more people than ever are navigating the internet on mobile devices — up to 92.1 percent. For this reason, it is vital that all your online content — including webinar landing pages — is optimized for mobile use, simply because that is where your audience is!

Neglecting your mobile audience means potentially losing out on many interested viewers. You have just a short time to convince them that your content is worth pursuing — if they can’t follow or access the content easily on a mobile device, they are likely to leave your site.

Implementing a webinar landing page best practices

Designing an effective webinar landing page is a challenge, but the effort is worth it. By implementing webinar pages best practices and effective webinar page design, you will see your conversion numbers increase significantly — while opening your business to an entirely new audience.

And don’t forget: an effective webinar landing page always has a killer CTA. To learn more about how to create them, check out our article about Calls to Action.