I’m sure I don’t need to explain what webinars are and how effective they are as a lead generation and sales device. It’s part of the reason so many webinar tools have sprung up over the last few years.
The challenge people experience is that there are so many moving pieces when it comes to setting up and launching their first webinar they get overwhelmed. Choosing the right software, creating the big idea for their webinar, getting the presentation right, determining the best offer, etc.
Though the end result is worth it, it can take a considerable amount of time to get everything set up properly. In this guide, you’ll learn webinar landing page tips that’ll help you get more people to register AND attend your presentation.
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Create a big idea headline (that addresses a clear pain)
A common problem with webinars is that when people see the notification or ad, they ignore them.
Why do you think that is?
Most of us have had poor experiences with webinars. The presenter promises the world but once you sign up, they tell you about themselves for 30 minutes, gloss over the training for 10 minutes, then sell you something for 30 minutes.
Can you relate?
Even if you webinar is packed full of value, your audience is jaded. They’re not interested in giving you a chance. To get around this problem, your webinar’s premise has to be so compelling that people will still consider it even though they’ve had bad experiences in the past.
This is what is often referred to as a big idea.
Of course, it extends beyond your landing page headline and is what you’ll build your entire webinar around. There are many factors that go into creating a big idea and it can be an article on its own. Here are the main points to consider:
- It presents one idea
- The headline or idea is specific
- Taps one emotion
- Leads to one conclusion
- It’s unique in some way
- It’s timely to the recipient
- It’s believable
- The idea is easily understood
Here are a few examples to illustrate.
The big idea here is that you’ll become a top performer and “lead the cult of average” with a specific mechanism known as The Game Changers Blueprint.
This one uses specificity by citing the value down to the cent. It also adds in free membership for two months. It’s timely for the target market, is easy to understand, and leads to one conclusion.
Take a moment to brainstorm different angles and ideas for not only your landing page but your webinar. Ensure that your idea is compelling enough to stop people in their tracks. Afterward, move on to the next step.
Let people know more about the presenter
Even if you have a big idea, people may be skeptical about whether you’re able to deliver. For example, if you’re promising to show people how to burn 50 pounds in 30 days, they’d expect you to have a great physique.
This goes for any topic.
They won’t know if you’re qualified unless you tell them. This is one of the most important webinar landing page tips because people tend to gloss over it.
There are multiple ways you can go about this:
- State your title (and let them infer what they want about it)
- Add a short blurb about how you’re qualified.
In both cases, you should add a headshot or a flattering image of yourself to show potential registrants who’s hosting it.
In the image above, Foundr goes deep into the accomplishments Gretta Rose Van Riel – the host of the webinar. It leads the reader to believe that they can emulate her results. Foundr isn’t leaving anything to chance and spells out why she’s qualified in explicit detail.
In the example above, the speaker is introduced with their company title. This relies on people knowing what Vidyard is and accepting that he’s qualified to share insights on the subject.
If you have an option, focus on sharing concrete details about why you’re qualified to host the presentation.
Leave room for curiosity
Humans are curious creatures. Part of this is because it’s necessary for our survival but another part of it is because it helps us become better. Curious people are able to build interesting business solutions and solve difficult problems.
Take advantage of this when you’re crafting your landing page. Not only in the headline but within your bullet points and description of the training.
For example, you can use bullet points that allude to the solution but don’t give away the details:
- The biggest mistake people make when starting an ecommerce store and how to avoid it
- The simple 5-step process to grow sales on autopilot
- The fat burning secret science has kept hidden for 50 years
These may seem sensational but they work. People are enticed by the novel and they want to feel like they have insider information. Even if the process is monotonous once you start implementing it, it doesn’t have to be described that way.
For example, in order to grow a six-figure online business, you only have to do a few things well. It’s a playbook that’s pretty straightforward. But, if you don’t know the playbook, it’ll be hard to get any traction. You could tell them:
- I’ll show you how to grow a six figure online business
Or, you can tell them:
- Learn the insider’s playbook to growing a six-figure online business that doesn’t involve cold calling, 80 hour work weeks, and can be used by complete beginners.
It’s the same information but the second statement is far more appealing.
The above headline from legendary copywriter John Caples does a great job of tapping into curiosity. You want to see what happened and what caused this transformation.
In the above example from PayKickstart, it shares three bullet point secrets that people who register will learn. Notice the kind of words they use like:
It’s painting a clear picture without giving away the details. The natural curiosity of humans does the rest of the work.
When you’re creating your description to support your headline, think of the kind of emotions the words you’re using are creating. Is it excitement, anticipation, or something else? Also ask yourself whether you’d be curious about what’s being said.
Make it about them – not you
It’s easy to start with good intentions but end up talking about how great you are and why people should listen to you because of it.
If you’ve followed the steps up until this point then you should be better than 90% of people creating landing pages. Now, it’s time to get deliberate about making pages about others instead of yourself.
There are a few simple exercises you can do.
- Instead of using I or we, rephrase your statements so it’s about the reader.
- Try using the word you as much as possible (as long as it makes sense)
- Have someone else read the landing page and ask them if they feel it’s talking to them or about the company/business
In the end, it’s a judgement call and you may need to test different versions of your landing page until you get it right.
Use social proof
The last step and one of the most important ones is using social proof properly. Social proof is the practice of using what other people say about you and your brand to reinforce the image you’ve crafted.
There are many ways to use or incorporate social proof on your webinar landing page.
- Talk about how many people have gone through the training
- Show what people have to say about the training
- Use real-time social proof notifications
- Get endorsements about the results you’ve gotten and show it in some way
You don’t need to use all of these on your landing page, take advantage of what you have and gather the rest later.
Note: when using real-time social proof, make sure enough people are signing up every day. You don’t want a notification that says the last person signed up a week ago.
In the example from Foundr, there’s no social proof from students but rather endorsements from people students would know and respect. Gary Vaynerchuck pulls a lot of clout with the audience Foundr is targeting.
Can you do the same? Keep in mind that it doesn’t take much to interact with big names in your industry. As long as you have something legitimate to share, they’ll be happy to talk.
In the above image, there are student results and a testimonial video you can click to watch. Of course, all of the students speak glowing praises about the program that’s sold through the webinar.
A webinar landing page is essential if you want to get people to register and eventually sell your products or services. There are many moving pieces that need to be taken into consideration and this guide has gone through many of them.
Now, it’s time to focus on getting your landing page together, driving traffic, and tweaking as you go. Let me know what you think in the comments and don’t forget to share.