Essential Tips to Increase Webinar Conversions

Webinars are a great way to build trust with your audience and position yourself as a thought leader. The long-form content allows you to take a deep dive into a topic and bring your audience with you.

But before you present yourself to an audience, you first have to attract one.

Apart from signups, it’s important to have a well-designed landing page that focuses strictly on converting visitors into clients to increase conversion rates if they click the Call To Action button. You want to ensure that your visitors make that valuable decision right there before they leave the site. To do that, try these indispensable features of a highly converting webinar landing page.

A CATCHY TITLE

We live in the age of information overload. Everywhere we look, we’re encouraged to engage. So if you want users to pay attention to what you’re offering, you need to stand out.

The headline matters. If you want your webinar to attract sufficient attention, come up with a catchy, hard-to-ignore one with a clear takeaway.

The following tips should guide you as you come up with a headline:

• Capture or highlight the key benefits of your webinar.
• Use numbers, for instance, “9 Reasons Why…”
• Put the headline in the form of a question that the main content will address.
• Introduce the keywords in the headline.
• Give trending culture references.
• Avoid a fluffy headline marked with unnecessary words.

The headline should be supplemented with a subheading that builds on the emotions already triggered by the headline.

An equally catchy subheading aims to break down the content further to subtly convince a passing visitor to stay for a while and read.

ENTICING CONTENT

The content is where the real meat is; a headline or subheadings are a mere whiff of what’s to come.

It is in the content where you have to do the heavy lifting.

Also known as the body copy or body content, the main content should be clear and straightforward, with white space.

When advertising the webinar, mention to your users the essential ideas they’ll learn without revealing all that you have behind the curtains.

Ideal body content should:

• Come across as eager.
• Be consistent with the headline keywords.
• Incorporate customer testimonials.
• Place the keywords naturally.

In the movies, it is called “a teaser” — you essentially treat the audience to what to expect during the webinar session.

THE TIME FACTOR

It’s easy to go overboard, especially if you feel that you’re not providing enough information. You want to exhaust each point.

However, bear in mind that most of your visitors may not have the time to read through your “informative piece” to the end.

Therefore, observe brevity to keep up with their short attention span.

You do not have to be pushy—find the right short phrases that are worth more than meets the eye.

ATTRACTIVE VISUALS

Some visitors tend to fall in love with appealing visuals more than the message they represent.

You can make good use of appealing images to further lure the visitor into following you to the webinar session.

The webinar landing page should have a professional headshot of the webinar host and other expected guests, especially the keynote speakers or influencers.

Apply the right colors and fonts that blend with the template well and follow brand standards.

If you’re not a graphic designer yourself, save your time by engaging a professional designer or using a drag and drop landing page creator.

Most importantly, don’t let a collection of images divert a visitor’s attention away from the main subject of your landing page.

Stick to the relevant visuals and leave out anything unnecessary.

A PROMINENT, COMPELLING CALL TO ACTION (CTA)

After you’ve listed all the benefits your webinar will provide and assured your audience that they’d make the right move when they follow through, it is the moment for your closing argument.

You have one last chance to get the visitor to commit to the idea to be happier.

The part where you boldly persuade them to follow you to the end is the Call To Action segment.

While this is the most critical part of the content, you should not turn it into a desperation corner. Keep it simple, yet with precise, simplified copywriting.

SIMPLE AND FAST REGISTRATION

The Call To Action section should be attached to a registration form where the visitor can provide his/her name, email and company.

Do not complicate the registration procedure by asking for too many details.

People are more protective of their information these days; anything that sounds like a privacy invasion turns them off.

You do not want to put them off by requiring information that you don’t really need at the moment. You can tactfully seek other minor details afterward, bit by bit, without raising eyebrows.

A webinar depends on signups and attendance; do not harm either of these by a long, uncomfortable registration process.

Use a prominent “Register Now.”  It should contrast the surrounding color features and be large enough to catch attention, but simple for even the least tech-savvy to figure out.

Overall, a highly converting webinar landing page should be useful to the visitor, easy to access, with a compelling message, appealing visuals and to-the-point copy.

Avoid bringing in unrelated stuff that could compromise these indispensable features of a highly converting webinar landing page.

Joe Peters is a Baltimore-based freelance writer and an ultimate techie. When he is not working his magic as a marketing consultant, this incurable tech junkie devours the news on the latest gadgets and binge-watches his favorite TV shows. Follow him on @bmorepeters