You take a deep breath, join the webinar room…
And there's no-one there.
Sure, webinars are a tried and true marketing strategy for educating your audience, creating a personal connection, and promoting your products and services without feeling icky. But the hardest part—convincing people to register and attend—comes long before the presentation itself.
You might have the most polished webinar and perfectly crafted email sequences, but if no-one shows up, it's all for naught.
That's where your webinar landing page comes in. A well-crafted landing page can mean the difference between a packed house and an empty room. Your landing page explains the valuable information you'll be sharing with attendees during your webinar, encourages visitors to sign up, and collects the contact information you'll need to gently promote your products and services after they attend.
There's a lot of work that goes into a successful webinar—but creating a webinar landing page that converts doesn't have to be complicated. Let's look at how you can craft the perfect webinar landing page to promote your upcoming webinar.
Why use a landing page to promote your webinar?
Landing pages are the peanut butter to your webinar jelly—you could have one without the other, but your marketing won't be nearly as tasty.
Put them together, though, and the benefits for your online business are immense. A well-crafted webinar landing page helps maximize signups and attendance at your event, while also giving you a home base where you can funnel visitors before, during, and after your webinar.
A few reasons you should be using landing pages for your webinars:
Increase signups for your webinar
A well-constructed landing page can help convince visitors to attend your webinar instead of spending their precious time researching on their own. Your landing page should give your audience a taste of what you'll be teaching in your webinar, along with the benefits they'll get from attending and learning from you.
The more visitors that sign up, the higher your attendance will be, and the more sales you'll make after the webinar is complete. It's a win-win.
Promote your offer to subscribers after the webinar
Landing pages also make pitching attendees on your offer a piece of cake. By linking your landing page to your email marketing software, you can add new subscribers to your email list and automatically promote your offer to attendees after the webinar is complete.
You can also easily segment those who registered but didn't attend, as well as people who attended but didn't purchase, to follow up with them, and learn how you could provide more value for your next webinar.
Give you a home base to funnel traffic
A central landing page serves as a home base for your webinar. You can funnel traffic to your page from social media, your email newsletter, partner promotions, and other channels, and convert them into registrations for your webinar.
By keeping everything in one place, it's also easy to update your landing page copy or webinar date and time in case you need to make any last-minute changes.
Create scarcity to boost desire
Offering a limited number of places for your webinar can encourage visitors who might be on the fence to sign up. Even if you could host an unlimited number of attendees, keeping things small helps visitors feel comfortable contributing to discussions and asking questions and keeps you from feeling overwhelmed by too many participants.
Sounds pretty good, right? Now that we know why you should jump into the wonderful world of webinars, let's look at what goes into a successful webinar landing page.
Five essential elements your webinar landing page should include
A great webinar landing page lets visitors know how they'll benefit from attending your webinar, answers all their questions about the webinar, and (hopefully) convinces them to sign up and attend your webinar.
That's a lot to ask of one little page. Fortunately, we've got your back. No matter whether your online business sells software or soft serve, every great webinar landing page should include the same five essential elements:
Let's take a look at each in more detail.
Hook visitors with a compelling headline
Crafting an effective headline is crucial—without a compelling headline, the rest of your page might as well not exist. Copyblogger found that 8 out of 10 people will read your headline, but only 2 out of 10 will continue on to read the rest of the page. There's no way around it—writing headlines that get results takes work.
Your headline should capture your visitors' interest, making them think, “Hey, I should read the rest of this page and find out more.”
Here are a few quick tips for your landing page headlines:
- Always lead with benefits—what's the key takeaway attendees will get from your webinar?
- Keep your headlines short and to the point—don't be afraid to add more detail in a subheading if you need to.
- Use power words or numbers to grab the readers' attention and trigger an emotional response, like in this example from Upwork.
- Finally, write a few different versions of your headline and test each version using CoSchedule's Headline Analyzer to find out which version will work the best, and how you could improve your headlines even further.
Draw readers in with compelling visuals
The human brain processes images faster than text—it takes as little as 13 milliseconds to absorb and remember an entire image. Adding images to your webinar landing page helps draw readers in, capturing their attention and encouraging them to read further.
Photos showing human faces can help create a sense of trust with visitors, and product images can help show off your offerings and boost signups. Be sure to include photos of yourself and any other presenters, to create a personal connection with visitors. It's best to avoid generic stock photos where possible, but an attractive background image that matches your brand can give your landing pages a professional touch.
Sell the benefits with succinct copy
It might be tempting to share your life story, but your landing page copy needs to get straight to the point. The copy you include on your landing page should focus on the problem you're solving for webinar attendees—what benefits will they receive from coming to your webinar? What will they learn? How can you get them excited to sign up?
Keep it simple—use bullet points to list the concrete benefits of your webinar, so readers immediately know what's in it for them. Make sure you answer any frequently asked questions, like whether there will be a recording made available. And if you're having trouble writing compelling copy, following a copywriting formula can help you write descriptions your audience will love.
Don't forget the details
Your webinar landing page needs to include all the important details viewers will need to attend your webinar. Highlight the date and time, time zone, and length of the webinar to make it obvious when viewers should be available, and be sure to list if there's any cost associated with joining.
Finally, make sure you introduce yourself and any other co-hosts and include a short blurb explaining your background and why you're qualified to teach this webinar.
Make registration a piece of cake
Last but not least, don't forget to include an opt-in form so visitors can sign up for your webinar. Don't rely on your visitors remembering when your webinar is being held—use your form to collect their email address (along with any other important contact details) now, so you can remind them when your webinar is being held.
Since you aren't selling anything yet, keep your form short and collect the minimum possible information you need from registrants—typically just their name and email address. Use contrast and color to ensure your CTA stands out from the rest of the page and choose action-oriented words over weak claims— words like “exclusive,” “discover,” and “today” can help seal the deal. Finally, consider creating urgency by limiting the number of seats for your webinar.
How to set up your first webinar landing page and email sequences
When it comes to running a successful webinar, your landing page is only the first part of the equation. You also need to attract the right audience, remind them of the value you'll be providing, and follow up with your new subscribers after the event.
The right webinar email funnel can mean the difference between an engaged audience and a webinar that flops. I won't lie—creating an effective webinar sequence is a lot of work. But we have a few shortcuts that can help you go from webinar zero to webinar hero in no time at all.
Let's take a look at the essential email sequences you'll need to create before you launch your webinar landing page to the world—and how you can use our free Webinar Automation Template to start off on the right foot.
Step #1: Create your webinar landing page
First things first—you'll need a well-crafted landing page to get potential attendees interested in your event, along with a webinar opt-in form to let them register for the event. You can set up a webinar landing page easily in ConvertKit (and for free)—we have several ready-made landing page templates designed specifically for webinars you can choose from.
Once visitors opt in to your landing page, they'll automatically be added to a welcome email sequence, which we'll go over in the next section.
Follow these steps:
- Click on the Landing Pages & Forms button in your dashboard navigation.
- Click the red button marked New Form, then click Landing Page to create a new landing page.
- At the top, select Webinar under Sort by use case to filter the list and only show webinar landing pages.
- Choose a landing page template—you can mouse over each template and hit Preview to view an example of that design, or click Choose to create your landing page.
- Set up your landing page design by adding a headline and body copy, choosing images, and selecting the date and time of your webinar.
Step #2: Create a welcome email sequence and connect it to your landing page
Make sure you send new subscribers a warm welcome after they register for your event. Your welcome email (or email sequence, if you're sending more than one) should list what you'll be covering in the webinar, remind subscribers of the date and time you'll be holding the webinar, and include a link to the webinar room where they'll be able to watch the event.
To help you set up your webinar email sequences, we have a webinar automation template in our template library you can copy for free—the template includes all the email sequences and automation steps you'll need to host your webinar.
Grab a copy of the template right here, then follow along below to set up your welcome sequence.
Follow these steps:
- Make a copy of our “Host a webinar” Automation Template by clicking Use this Automation
- Once the template is copied (sometimes it can take a few minutes), mouse over the top block marked Webinar Landing Page and click Edit Step, then select the landing page you already created in the previous step.
- Click the next block, marked Webinar Welcome Email, to write your welcome email sequence. We've added some example content to get you started, but you can personalize the content however you like, or even add multiple emails to your welcome sequence.
- Don't forget to unpause your welcome sequence and make it live once you're done writing your emails!
Step #3: Trigger your reminder sequence by date
Since webinars are often held days or even weeks after people sign up, and your audience is likely scattered across multiple countries and time zones, people often need a subtle nudge to make sure they turn up.
You can trigger this reminder sequence based on a Date Occurs automation event—this block will pull anyone in your sequence forward to the event block on the specified date, so everyone gets the reminder emails at the same time—regardless of when they signed up.
Before you set up reminder emails in ConvertKit, double-check with your webinar provider. Many webinar tools offer automatic reminder emails you can set up directly, making it even more simple to set up your webinar. We've also included the reminder sequence as part of our webinar automation template since many online creators prefer to keep all their emails consistent and their data in a central location.
Follow these steps:
- Scroll down in the automation template and find the red calendar block.
- Click the block, and set the trigger date and time to five hours before your webinar is set to begin. (Why five hours? That's when we'll be sending our first reminder email—five hours before the event is set to begin. You can set any date and time here, but you'll need to adjust your welcome email sequence timing to match).
- Click the next block down—marked Webinar Emails + Pitch—and fill in your email sequences. We've included templates for all the timed emails, but you'll need to fill in the details—be sure to include all the relevant webinar details in each email, like the date, time, and a link to join the webinar. You can also adjust the timing if you want—just remember this sequence should begin BEFORE your webinar does!
Step #4: Segment attendees and non-attendees
Even with a flawless landing page and the best reminder sequences, some people will still end up missing your webinar. It's important to segment out the people that actually attended your webinar from those who missed it—that way, you can best target your email marketing based on where people are in your funnel.
Instead of sending a sales pitch to people who didn't attend, you can follow up with a short survey asking why they didn't attend. Add link triggers to your follow-up email asking why each subscriber missed your webinar—clicking the links will automatically tag your subscribers with the reason they weren't able to attend. You can then use these tags to segment your subscribers for promoting future webinars or give them the option to stop hearing from you about future webinars and other topics.
Most webinar tools will help with segmenting attendees—either through a list of attendees you can export after the event and import into your email tool of choice or through a direct integration with your email tool.
Follow these steps:
- In the webinar automation template, find the Action block labeled Follow up with customers who don't purchase, and click the (+) button above this block to add a new block to the automation flow.
- Click Condition, then click Tag to create a new flow for subscribers who attended your webinar. Select the tag created by your webinar tool or the tag assigned to each attendee. Click Add Condition to add the new condition block to your workflow.
- In the No path, click (+) and then click Action, then Email Sequence. Create a new sequence that will be sent to non-attendees (attendees will continue through the workflow to the purchasing sequences we'll set up next).
- Below your new sequence block (still on the “No” path), click (+) and then click Action, then Move subscriber, then finally click Exit this automation. This ensures non-attendees don't receive the same sales emails you'll be sending those who attended.
Step #5: Promote your offer to attendees
You've run your webinar, and it was a huge success! Now it's time to follow up your event with an irresistible sales pitch for your product or service. It's best to create a limited-time offer that expires a few days after the webinar—by limiting the time your offer is available, you'll create urgency and encourage attendees to make a purchase.
Follow these steps:
- In the automation template, click the green block marked Webinar Emails + Pitch.
- Scroll down and find the email marked Sales, and write your first sales pitch email. Follow it up with more emails in the sequence—we've included a few more timed email templates to get you started. We recommend a three-day email sequence with a series of five emails: three sales emails and two cart closing reminders.
Step #6: Follow up with those who didn't purchase
Even if everyone didn't end up purchasing your offer, you can still learn a lot to help you improve your future webinars. After the webinar is over, make sure you follow up with attendees who didn't buy—use tags and trigger links to give a short survey of reasons why they didn't purchase, and be sure to add those subscribers to your email newsletter so you can continue nurturing them over time.
Follow these steps:
- Connect ConvertKit to your Stripe account, so you can use our Purchases feature to track attendees who chose to buy your product or service.
- Find the Event block marked Any Product in the automation template and click edit. Select Stripe as your integration and choose your product. If it doesn't show in the list, you might need to run a test sale first, then refund the sale using Stripe.
- Click on the Automations button in your dashboard navigation, then click on the template named Follow up with customers who didn't purchase. Click the green block marked Content for non-buyers, and create an email sequence that will be sent automatically to people who didn't purchase. We've included a few email templates to get you started.
- Include a short survey in your email sequence asking why people didn't purchase. Use trigger links to add a tag with the reason why they didn't purchase—check out the email template named Maybe next time? for an example of how to set this up.
Ready to set up your webinar landing page?
Now you know the essentials of creating webinar landing pages that convert, it's time to put your newfound knowledge into action.
Your homework for today is to create your first webinar landing page in ConvertKit:
- Use our free landing page builder to create your first landing page
- Choose a webinar platform and connect it to your ConvertKit account
- Copy our webinar automation template to get a headstart on your webinar email sequences
- Put together an amazing webinar to teach, connect, and grow your audience
- Publish your webinar landing page and share it with the world!
Click below to create your free ConvertKit account, and start building your webinar landing page today!