Webinars are now the go-to tactics brands use to get more leads and customers.
For one thing, it’s a platform where you can share valuable insights and tips to your target market and win their trust.
Doing a live webinar is also a way to engage with your prospects and leads and build a relationship with them. Your webinar attendees will chat with you throughout your live webinar, especially during the Q&A session.
That’s an even more personal and real-time communication than you can receive from your social media accounts.
More important, webinars – whether pre-recorded or live – give you the chance to go more in-depth about the product or service you’re offering towards the end.
They can give your audience a walkthrough on how your product can help solve their problems; deal with possible objections or show the capabilities of your service.
Bonus: Our webinar software has got a new look! Grow your audience and keep it engaged with the email, webinar, and Facebook ads combo!
The #1 challenge when doing webinars
You’ve spent the past few weeks prepping for your upcoming webinar: you’ve tested your webinar equipment and slides, got your background all set up, and practiced your heart out with your presentation.
You’re all pumped up and ready to go.
You click on that button to start the webinar and…
…no one’s there!
Zero. Nada. Zilch!
If that scenario brings back nightmares, welcome to the club!
That’s because hosting a webinar isn’t enough to get people to sign up. You’ve got to also have a webinar landing page that’ll reel them in.
What makes a webinar landing page irresistible?
It promises to give something extremely valuable.
Even though you’re not asking your audience to pay to watch your webinar, you’re still asking them to give you an hour or so of their time, and their contact details.
That’s why the most critical element is a webinar that’ll make it worth their while. One of the most effective ways to show the value of your upcoming webinar is by writing a website copy that’ll leverage their feeling of losing out if they don’t watch.
Your prospects’ decisions are based on one of two desires: avoid pain or experience pleasure. Of the two, it’s the first that’s more compelling because they’re more aggressive in preventing a loss than earning something. Psychologists call this behavior loss aversion.
For example, if you’re planning to host a webinar on the topic of conversion rate optimization, sharing information that’ll teach your prospects how to stop scaring potential customers away may be more appealing than just sharing insights on how to boost your conversion rates.
It includes a video message.
Studies show that webinar landing pages with an embedded video convert 80% better than those that don’t.
Here’s why:
Adding a short video message on your landing page gives your visitors and leads a sneak peek into your upcoming webinar. They’ll also get to see you and your guest speakers (if you’ve invited any), making the invitation more personal.
More importantly, you can share enough details about your upcoming webinar and still leave room for them to want to learn more.
It offers a Unique Value Proposition.
Chances are you’re not the only one hosting a webinar about a particular topic, especially if it’s something that’s trending.
The best way to hook your visitors and get them to sign up (and actually show up) for your webinar is to give them your Unique Value Proposition. This tells them not only what they’ll get in return for signing up, but why they should sign up for your webinar and not someone else’s.
It’s mobile-friendly.
The majority of people today browse the internet on their mobile devices.
Source: SmartInsights
So it’s best to create a webinar landing page that’s easy for your visitors and leads to sign up on their mobile phones and tablets (Here’s how you can create one in GetResponse).
It evokes scarcity.
Your potential webinar attendees make decisions based on their emotions. When they see that there’s a limited number of seats remaining, coupled with a countdown timer, they’ll be prompted to take action right away because they don’t want to feel they’ve missed out.
Evoking scarcity can also help you increase the number of your attendees.
The reason why the number of people that show up at your live webinars is smaller than those that sign up is because they always assume there’s going to be a recording that’ll be sent.
When you take this out from the equation, those that sign up will make more effort to show up.
Now that you’ve got the basics down, it’s time to put them all together.
Here are 8 webinar landing page examples to give you some inspiration & help you get started:
1. Search Engine Journal
Screenshot from Search Engine Journal
What worked:
- The company’s logo is prominent, reminding you of who’s hosting the webinar.
- The use of the word “how” in the title tells visitors that it’ll be a webinar where they can learn the steps and strategies they can use in their marketing campaigns.
- Photos of the speakers are clearly seen on the webinar landing page.
- The red “Register Now” CTA button immediately draws your attention, and the choice of text tells you what to do next.
- The webinar description is very detailed, but doesn’t give away too much.
What could be improved:
- Jargon terms like “Schemas” can make some of their visitors scratch their heads, wondering ‘what in the world is this?!‘.
- Although the landing page’s copy uses bullet points, putting this immediately after the webinar’s title can would make the unique selling proposition instantly visible for skimmers.
- Having a long form with all the fields required is already daunting enough for visitors. Adding a Captcha right before the CTA button will scare them even further.
- While the Home Page link at the top left is small, it still gives their visitors an easy way to opt out from the webinar landing page
2. Best Buy
What worked:
- That huge banner with Best Buy’s logo echoes the brand’s corporate colors, making the landing page cohesive.
- Using subheadings for different sections and bullet points make the landing page’s copy easy to read on both desktop and mobile.
- A brief introduction about the featured speakers gives visitors an insight into their experience and expertise levels.
What could be improved:
- Adding a takeaway in the webinar’s title would make this more concise and able to get people excited about signing up.
- Lots of offline, personal information required in the registration form may make visitors wary about signing up.
- The CTA button is almost invisible underneath the form, making it easy for visitors to miss.
3. WordStream
Screenshot from WordStream
What worked:
- The title is straightforward in telling you what you can expect from the webinar.
- Using a striking color for the CTA button and their unique value proposition quickly catches your attention.
- Using bullet points in the bios makes these easier to skim and read.
- The landing page’s copy uses words that are easy for visitors to understand.
What could be improved:
- Adding a hyperlinked logo at the top and social media buttons at the bottom make it very easy to opt out.
- Omitting the year in the date when the webinar is scheduled is a bit misleading.
- Again, another long and daunting registration form.
- The text on the CTA button and form title sounds more formal than the rest of the copy.
4. Content Marketing Institute
Screenshot from Content Marketing Institute
What worked:
- The massive banner makes it perfectly clear who’s hosting it.
- The privacy statement below the registration form explains how Content Marketing Institute will use the information that will be shared.
What could be improved:
- Clickable icons that will give visitors a quick exit.
- Writing the landing page’s copy in bullet points instead of long paragraph blocks would make it easier to read, especially on mobile devices
- The CTA button’s too tiny and the message’s too bland for it to attract the attention of visitors.
- Asking for too many details appears to be disproportionate to what information will be shared in the webinar.
5. GetResponse
Source: GetResponse
What worked:
- The entire webinar landing page appears above the fold, so visitors won’t need to scroll down to learn everything that they’d need to know.
- The pain point that’ll be addressed in the webinar is the first thing that’ll catch the visitors’ attention, and get them to sign up.
- Short and sweet sign up form positioned right beside the pain point makes it convenient for visitors to sign up.
- Takeaways from the webinar are listed in bullet points, great for skimmers.
What could be improved:
- Overlaying text on images can make some parts of the landing page distracting.
(By the way, if you missed this webinar, you can click here to watch it.)
6. Mention
Screenshot from Mention
What worked:
- They webinar’s unique value proposition is that it’s going to be a roundtable discussion, which is something you don’t come across every day.
- Adding the year in the webinar landing page’s title tells visitors that the speakers will be sharing up-to-date information on what’s working now.
- Contrasting colors help draw visitors’ attention to learn more about what the webinar’s about.
What could be improved:
- Adding the list of speakers first disrupts the visitor’s attention from learning more about the webinar and deciding whether or not they’d want to sign up.
- Opting for an on-demand webinar eliminates the sense of urgency or scarcity, so it defeats the purpose of asking them to sign up to watch it.
- There is too much empty space for too small a font and too little information.
7. Dotto Tech
Screenshot taken from Dotto Tech.
What worked:
- All the essential details you’ll need to know about the upcoming webinar are located above the fold.
- The speaker’s photo isn’t your typical headshot, so it shows off his personality and gives you a hint of the vibe you’ll experience during the webinar.
- Making the form a popup is brilliant because it’s short and further eliminates anything else that’ll distract you.
What could be improved:
- The webinar topic doesn’t appear to address a pressing and urgent need. Adding more details on why visitors should sign up and watch can turn things around.
- Upselling his Patreon as a way to get additional value gives more than one conversion point that can distract them can miss the main goal: getting them to sign up for the webinar.
8. VidYard
What worked:
- Details of the webinar are short and straight-to-the-point.
- Using a different color does a great job highlighting the critical takeaway webinar attendees will get.
- Repeating the CTA at the top and bottom of the webinar landing page makes sure that they get the most signups for this webinar.
What could be improved:
- Adding a video to this landing page would have given them the chance to showcase their service in action subtly.
- The CTA button hides an overwhelmingly long sign up form for an on-demand webinar.
Conclusion
How you construct your webinar landing page can make or break your webinar signup stats. It could determine wether the webinar room will be packed with eager viewers or crickets.
Unfortunately, the common denominator for many of them was an old-fashioned design. If you want to avoid design mistakes, try incorporating some of the current landing page design trends.
Take the things that were done right in these different landing page examples. Tweak them by improving the recommended areas. Then, test your landing page thoroughly before it goes live.
What’s great is that you’ll find a webinar tool and a landing page creator, both inside of GetResponse ;-).
What are your tested tips for getting more webinar signups from your landing page?
