Online classes are becoming more popular nowadays, especially with the increased number of people studying at home. It is practical and efficient in most cases because people can have access to the materials from any device they are on.
With webinars becoming popular, you’ll need to know how to make an attractive landing page to grab your audience’s attention. When you create it, you have to consider the general aesthetic and highlight what makes your content stand out.
Take advantage of the increased popularity of it and use this opportunity to show them what lessons you can offer!
What is a webinar landing page?
Webinars can serve as a way to attract people to know more about your business and give them insights on what you can do for them. A webinar landing page is meant to show how your business can educate others in various topics related to your business’ niche.
Any business can host a webinar as long as they show their proficiency with the topic at hand. It’s a great way of gaining traction to your business as more people turn to the internet to learn more on various topics, especially if it can improve their needs.
Brief description of what a landing page is
A landing page is where the ad redirects to when an interested customer clicks on it. The term ‘landing page’ is an umbrella term for all types of landing pages and a webinar landing page is under that.
When an interested visitor clicks on the advertisement, it will lead them to the landing page. The landing page is meant for lead generation and it determines how effective the ad is. This way, you know if your ad is successful in increasing the conversion rate for customers.
What makes a webinar landing page different
Most landing pages draw attention to a specific set of products or services that the business wants to show off to lure potential customers in. However, with a webinar landing page, it purely focuses on the webinar hosted by the company.
Note that there is no specific product being advertised. Webinar landing pages only focus on the event that you are planning to host.
Average time for webinars
Over the years, there has been research that the average amount of time people spend in webinars is 56 minutes.
This is a huge factor to consider when planning your webinar so you can save the time, money, and effort for it. Nowadays, people go in and out of a page once they get the information they need. This is no different from joining a webinar because most of the time, people only register because of a specific topic you plan to tackle.
Consider this time record when constructing your outline for the webinar.
Best practices to construct an effective webinar landing page
One of the key factors you need to conduct a webinar is, of course, an audience! There is a long string of events you have to connect from the social media ads to the design and content of the landing page.
Every step is important in building the perfect landing page and there are different factors to consider when it comes to specifically handling webinar types.
We’ll walk you through each factor so you have a better understanding of what to look for and what you can do to improve the overall performance of your webinar landing page.
Identify your target audience
For any business, it’s always important to identify your target audience. Aiming for a specific demographic will narrow down how you want to present your advertisements and landing pages.
Do some research and utilize Google Analytics to see what visitors prominently visit your business online. Information gathered from customers who signed up can give you an idea who you should target it to.
You should ask yourself these questions when deciding your target audience:
- What issues can my webinar address?
- Is there a specific niche-related group who would be interested?
- What factor (e.g. age, gender) can this webinar appeal to?
- What are the pain points that this target audience can relate to?
- What are the common interests of this target audience?
Take this into consideration when writing the content along with how it should be designed.
Create social media ads for landing pages
After deciding who your audience is, the next step is to create eye-catching advertisements to put up on different social media platforms. Place ads in platforms like Facebook, Twitter, Instagram, or LinkedIn to gain more traction.
If you’re posting on social media platforms like Facebook or LinkedIn, it’s best you have a page for your business so anyone interested can peruse it easily. These two particular social networking sites are highly recommended because they are the most popular sites to go to for any job-related topics.
Try creating ad posts that give an educational vibe so people can tell that what you’re advertising is for webinars specifically. This can be seen right away with the proper copywriting and photo you put up for the ad.
Think of it as using your content to market your webinar and showing the flow of the program. You need to show the readers what you are willing to offer them through your lessons and what they can get out of it in the end.
Adding discounts and other rewarding features about your program can also boost your chances in receiving more attendees and potential regular customers. This method appeals to a broader audience, especially if you use discounts and relatable topics to boot.
Overall design / layout
Update yourself with the latest trends to better present what you want the webinar landing page to look like. Graphics is usually what captures the reader’s attention besides the headlines due to a color scheme or layout that
Headlines, for both the advertisement and landing page, should summarize what your webinar is about in one short phrase. This can be a bit tricky, but this is the first factor that everyone will see so you have to make it count.
There are three factors to keep in mind when creating a headline:
- Is it catchy and grabs the attention of the audience?
- Summarize the solution into a single headline.
- Use listicles like “Top 7 Tips” or “10 Steps to Save Money” for an eye-catching title.
Body / Description
After every headline, there is always a description that comes along with it. The description should describe what the webinar is about in an appealing manner. It should also detail the specific lessons or main topics you’ll tackle along with their respective schedule time & dates.
Market your webinar in a way where people know what they’ll learn along with any incentives by the end of the program. This can be in the form of a certificate or learning materials they can use after the lesson.
Highlights / Key points
Anyone who views your landing page expects to see what your webinar will teach them. Highlight the main lessons they can receive from your instructors in bullet points to simplify it for the reader.
A summary or an outline of the topics you’ll cover in the webinar is useful information for the reader so they know what they’re signing up for. There are different ways to convey this but we advise you to make it comprehensible.
Simplify these topics into bullet point form so it’s easy to read and people can easily check if they’re interested.
Pain Points & The Fear of Missing Out
Once you’ve established the factors above, you can get started on making your advertisement. An ad copy has to catch the reader’s attention and one way of doing that is by using a pain point to make the webinar relatable to them.
A pain point is identifying a common problem readers might be facing that your webinar can help fix. This can be from a wide variety of topics like finance, education, art, and more.
For example, during the quarantine, people are struggling in keeping their finances in check along with thinking of better ways to save their money. If your business specializes in any financial-related topics, you can use this problem for readers to relate to and gain their interest in what they can learn from you.
When it comes to marketing, an effective method to get people to join your webinar is emphasizing what they can miss out on. The Fear of Missing Out (FOMO) method allows the reader to weigh the pros and cons of joining along with knowing they might not get to learn useful information if they don’t join.
Images & video media
Providing visual aid through images or videos helps readers understand what the webinar is about in better detail. Demonstrate how your company works and why it chose to discuss the webinar’s topic.
You can include screenshots to tease the readers on what the program entails and catch their interest that way as well.
People need to know that what they’re signing up for is legit. There are many who are wary because of frauds and scams so it’s best to show proof that your company can be trusted.
Luckily, all you need are testimonials or reviews about your webinar or business to show your credibility. Display to your readers the positive reviews other attendees made to boost the reliability of your programs along with the speaker’s reputation.
Like all pages, you have to pay attention if you’ve put the right keywords in your content. Keywords improve the quality of your content according to Google or any search engine’s standard.
You can utilize Google Keyword Planner or another software that allows you to find out what kind of keywords are commonly used in search engines.
This is important to have for any landing page because this function is what will help convert any reader to customers. In a CTA button, there has to be a text that is catchy and gives a sense of urgency.
Usually, the CTA button is placed in the middle of the content then at the end. This is so that the reader can sign up near the beginning or the end without any trouble of looking for the CTA.
At times, the CTA button can be a contact form for an immediate sign-up. This can be usually placed at the beginning or end of the content.
You can determine what details you need from the participants for data gathering, but for the most part, it’s important you get the following information:
- Full name of participant
- Phone number
- Email address.
This will be your way of contacting them regarding anything related to the webinar and it can serve as their conversion.
Establishing your company profile is key when you’re hosting a webinar. This section is where the readers will get to know what your company does and show your credentials.
You will gain exposure by simply doing this and teach people how your company functions as a whole. Introduce to them a brief summary of the company’s mission and vision for others to truly understand the intentions and what you aim to do with this webinar.
This is where you’ll also show which speakers and sponsors you’re associated with to gain any interest from any reader.
Speakers / Instructors
For webinars, anyone would want to know who will be speaking at the webinar to add to its credibility. Make sure to include their name, picture, and description of each speaker along with what topics that plan to tackle if the schedule has a variety of lessons to cover.
List down the speaker’s credentials (e.g. specialization, work experience) so readers can know where their knowledge is coming from.
Recording your webinar
The best way for people to know what your webinar is about is to tease them with a short recording of what they should expect. Upload a video that accurately shows what you have in store for them.
Make a simple outline of the topics you have planned and how it would be significant for your audience as well as why your company decided to tackle it. You can even include the speakers or instructors to introduce themselves to interested viewers.
Getting sponsors, especially high-profile branded ones, to help host the webinar can greatly improve how visitors perceive your company as well.
As part of the content, you can place the sponsors anywhere in the landing page as long as it matches the flow and doesn’t distract the visitors from the objective. Unfortunately, not all templates have the option to add a sponsor section so you’ll have to find one with it or manually add it in.
Elements of a webinar landing page
To summarize what we’ve discussed earlier regarding the content, you must make sure that your webinar landing page has the following page elements:
- Catchy headline
- Brief and appealing description about the webinar (e.g. date & time)
- CTA buttons for conversion
- Social proof to assure credibility
- Short summary of the company profile
- Description of the speakers
- Images and videos related to the webinar
- Contact form (registered customer information).
List of elements needed for high-converting pages
Not all landing pages are optimized for SEO ranking so there are different aspects to consider when you want to make your landing page more appealing.
Consider these factors when it comes to developing the content and layout of your webinar landing page:
- Enhanced accessibility
- Responsive for any device (e.g. mobile, tablet, desktop)
- Aesthetically appealing and high-quality content
- Quick loading pages.
Popular webinar landing page examples
If you’re confused on where to start, we got you covered. There are countless examples of a webinar landing page and we narrowed a couple down in a list for you here!
Check out other webinar landing pages as inspiration for how you want to design yours.
Anyone who needs help in SEO or digital marketing topics knows HubSpot. It is one of the go-to sites for information and they host webinars to help businesses get on the right track.
Here is an example of a webinar landing page under their domain:
The key point to think about in this page is the fact that it’s very straightforward. It’s short and tells you everything you need to know about the webinar.
The headline already grabs your attention as it already identifies a topic that many digital marketers would be interested in. It even displays the year to indicate how recent and relevant these trends would be to whoever is interested.
It’s sweet and simple so the visitor won’t have to go through blocks of texts to understand what the page is about.
Another popular platform is SEMrush, where you can receive all kinds of information regarding optimizing your site to fit SEO standards.They also host webinars to help businesses learn how to navigate their way online.
Here, SEMrush picked a topic that many businesses might be interested in because of how common it is to use Amazon as a selling platform. All important points that will be taught in the webinar are listed down and the content itself is easy on the eyes.
The speakers are introduced at the beginning and their credentials are mostly in the description. It’s brief yet explains all you need to know about it so visitors won’t have to dawdle too long on the page.
What’s interesting about the Shopify webinar landing pages is that it’s quite simple and some even repeat on a daily basis. It’s perfect for anyone who is new to using Shopify and needs a brief rundown on how everything works.
Unfortunately, for this example, they do not show specifics to the lessons. Instead, they only highlight the important details such as the time & date along with what the webinar is about. Then, they tie it off with a nice bow by placing the CTA button at the end.
Slack is a task management platform that many offices use as a form of communication. Webinars are consistently hosted here to assist organizations in building better and stronger connections with each other.
This is a webinar landing page to teach visitors on how to use their application. An interesting note to take about this page is the fact that visitors can choose what schedule they desire. It’s already stated how long the webinar will be so it’s up to the visitors what scheduled time they can make it.
Social media links are included too for anyone who is interested in checking out what else they have to offer on other platforms. This way, visitors who follow them on these social media accounts will be updated on what the company is doing.
The headline for Tailwind’s webinar landing page is eye-catching as they capture it with the word “FREE” on it. Anyone who sees this is a free webinar may immediately grab their attention since it means it’s open to the public.
From the slogan and description, it truly shows how Tailwind knows their audience and is aware how people will seize the opportunity once it’s presented. It says “Watch this free training now — no waiting.” to emphasize this fact.
If you’re looking for freelance work, Upwork is one of the leading platforms to do so. For beginners, they offer webinars and lessons to help new freelancers get on their feet.
For this webinar, this is all about teaching the basics to people who just joined or might want a refresher. The objectives are listed down, perfectly summarized to what the whole webinar is about.
There is also a feature here that makes it easier for visitors to keep track of when the webinar is. You can click on any of these options to add it to the calendar.
Webinar landing page templates
Not everyone can create a landing page from scratch, so luckily there are a vast number of templates available online for you to try out.
We have listed some webinar landing page templates to help get you started:
Horizons is a detailed webinar landing page with all the basic features needed to make it effective. It divides each section neatly and explains to you what you can put for each portion of the page.
Compared to the other templates, this one goes into great detail about how the webinar will go. This is perfect for companies who plan to do webinars that have multiple schedules in a single day or a single one that handles a vast number of topics.
All information about the webinar can be explained in full detail here and it’ll be neatly separated. You can also add images and videos to provide a more visual presentation for visitors who need it.
This one is shorter compared to Horizons, but it does the same effect of compacting all the knowledge visitors need to know into a single page. You can add images and videos here to exemplify what the webinar is about.
Benefits of the webinar are placed next to the contact form so readers know immediately what they’re getting into once they land on this page. If they’re interested, they can easily sign up because the form is right next to it.
With the general layout, they simplify the conversion process and make it easier for the visitor to navigate through and sign up.
Miru is similar to Multor because the general layout is around the same length. The main difference is that Miru displays a more traditional feel to the design compared to Multor’s modern setup.
This template highlights what are the important details or lessons in the webinar. You can combine the description for the company profile and the speaker’s information into the same section with the webinar’s highlights.
The only downside is that there doesn’t seem to be enough room for visual aids like images and videos to fully demonstrate what you want to show.
Recommendations for a perfect webinar landing page
All of this takes trial-and-error practices to finally achieve a webinar landing page design that will perform effectively in increasing the conversion rate for your company.
Everything from how it’s presented in the headline to the description then down to the CTA is essential! It is meant to attract visitors from the get-go and give them an idea on what information your company can provide.
People don’t have a lot of time to search for the CTA button or contact form or even read the whole page. Make sure that all the important information is there (e.g. webinar schedule, instructors, lesson outline). How you organize it is up to you, but always consider if the layout you made is easy to navigate through and user-friendly on any device.
As long as you have most of the key sections in your content, your landing page will do the job!
Check if the webinar landing page you set up is effective by utilizing the A/B testing option. When you utilize this option, you’ll have two design comparisons to see which one attracts more visitors and converts them into customers.
Having a comparison side-by-side helps in gathering data for the next time you make a webinar landing page. A/B testing allows you to receive live feedback on which is more effective and sometimes it can even offer suggestions on how you can improve it.
Whenever you create a new webinar landing page, you must apply A/B testing to the page so you can check its performance. This way, you can save time as you already are putting the best output to improve the conversion rate.
Frequently asked questions (FAQs)
What is a webinar landing page?
A webinar landing page is the page that provides all the information for visitors to know about the webinar your company is holding. It is a way to introduce your business along with other important details about the webinar to new visitors who can become customers.
The whole point of a webinar landing page is to convert visitors by using ads to attract them to the page. This is essential because it is one of the most effective ways to increase the conversion rate of your business.
How do I create a webinar landing page?
It’s simple. You can either start from scratch with your own UI/UX designer to set up and create the layout of the landing page or make it from a template.
Always remember that if you’re creating this from a template, you have to manually input all the key aspects needed to make an optimized landing page. Luckily, there are sites that provide both free and paid templates for you to use.
What are the key aspects I should show on my webinar landing page?
There’s a lot to consider when it comes to writing the content of a landing page. Here is a list of the crucial factors you need on a webinar landing page:
- Headline & description
- CTA buttons
- Company information
- Webinar information (e.g. date & time)
- Images and videos
- Customer contact form
- Information about speakers / instructors.
Are landing pages bad for SEO?
Not at all! In fact, landing pages can incredibly boost the SEO ranking but there’s a catch. Most templates aren’t optimized to be SEO-friendly if not done properly.
The purpose of a landing page is to drive visitors to the company’s official website and convert them into customers.
Where can I host my webinars?
One of the more popular options to go to is Zoom. It is a free video conferencing service that allows up to 100 participants in a call at a time limit of 45 minutes (free use). You can upgrade the plan to paid for an increase in the participant limit and extended time for calls/
There is also the option of using live streaming services like Youtube or Facebook to host your lessons.
About Roots Digital
Roots Digital is an award-winning digital marketing agency headquartered in Singapore, specialising in eCommerce Marketing and lead generation. We are a Google and Meta Business certified partner working to deliver the best-in-class digital marketing campaigns from large enterprises and SMEs to growing start-ups.
Feel free to reach out if you’re interested in working with us. Connect with us via our service enquiry form. You may schedule a call for more information and to know more about our digital marketing services.