Digital events like webinars are more important than ever for your business. To run a successful webinar, you need people to register and attend. To get people to register and attend, you need a landing page that makes them want to register and attend.
What is a landing page?
A landing page is a standalone web page created for a specific campaign or topic. Landing pages have one goal: to convert webpage visitors.
Landing pages got their name because traffic comes to them from other online destinations (like Facebook Ads, Google Ads, email marketing, or other marketing channels), and the visitor “lands” on this page after clicking a link.
Unlike a normal web page, a landing page usually has no website navigation. It directs people toward one possible action. By clearing out everything except the call-to-action (and copy leading up to it), landing pages reduce the chances of your reader getting distracted.
(If you want to learn more about how to write a landing page, check out this guide.)
Webinar landing pages are no different. They exist to:
- Give visitors more information about your webinar
- Create a desire to attend your webinar
- Get people to register for your webinar
But just because you have a landing page doesn’t mean you’ll convert hundreds of people. To do that, you need to be deliberate about what you say and how you say it.
An effective webinar landing page makes your visitors so curious they have to register. It speaks right to them about their pain points and asks the questions they want answered. An effective webinar landing page hints that you have the information they want to know — and to get it, all they have to do is register.
So… how do you write an effective webinar landing page?
6 webinar landing page tips
In this post, you’ll learn 6 webinar landing page tips to help you increase your registrations and put on successful webinars:
- Bring the pain (points)
- Pull the right curiosity levers
- Ask the tough questions
- Tell the (exciting) truth
- Make it all about “you”
- Be specific
1. Bring the pain (points)
People attend webinars for 1 reason: to learn something useful and relevant.
If you want to drive attendance to your webinar, your landing page needs to show potential attendees that they’ll get something useful out of it. Something they want or need to know. Something that will help them solve a problem, or simplify a task.
Use this to your advantage. Take a look at your webinar topic and content and ask yourself,
“Why would someone want to know this? What problems does it solve? What does it make easier? What does it make possible?”
Then write those answers down and use them to hook potential attendees on your landing page. Speak right to your website visitors by hitting their pain points on the nose.
Take a recent ActiveCampaign webinar for example. This webinar focuses on how to improve your copywriting skills. But a headline like “How to improve your copywriting skills” doesn’t call out a specific pain point. It’s just a general statement.
It might be useful and relevant to some — but if you’re not a copywriter, why should you care?
What are the pain-points of someone who needs to improve their copywriting skills? Keep in mind that your visitors may not have considered these pain points — sometimes it’s your job to identify the pain points for them.
If you’re not a copywriter, but want to write copy that converts — take a look at this webinar.
The headline touches on a pain point that expands the audience. It makes the topic relevant to everyone. Now, instead of appealing only to copywriters, the webinar is for everyone. Visitors who may have dismissed the webinar because it doesn’t apply to them now have a reason to learn more and register.
In the description, the problems are highlighted:
- How do you know if your words are working?
- You could be making one of the three big copywriting mistakes (most people do)
- It might be intimidating to start from a blank page
- How can you make sure the audience “gets it”?
- Why is it hard to choose the “right” words?
By touching on multiple pain points, you expand the audience even further. Everyone is different, and while some of your visitors might feel every pain point, a larger audience will feel at least 1, or some combination of them.
Some visitors may not have realized they had a copywriting problem, and the landing page copy flipped the switch in their brains. Now they have to attend because you’ve shown them that the information you have is worth knowing.
2. Pull the right curiosity levers
“Curiosity has been consistently recognized as a critical motive that influences human behavior in both positive and negative ways at all stages of the lifecycle.” – George Loewenstein in The Psychology of Curiosity: A Review and Reinterpretation
According to noted psychologist and professor, George Loewenstein, there are 5 ways to build curiosity:
- Ask a curiosity-inducing question
- Start a sequence of events, but don’t finish
- Do something unexpected
- Imply you have info they don’t
- Imply they used to know something that they’ve since forgotten
These are your “curiosity levers.” The more of them that you pull on your webinar landing page, the more registrations you’ll get.
If you want someone to do something, make them curious. Curiosity may have killed the cat, but it also gets people to click, purchase, and register for your webinar.
The landing page example above uses a number of these levers:
- “In one example from ActiveCampaign, conversion rates increased over 700%.” — Lever 2
- “You might be making one of the three big copywriting mistakes (most people do).” — Lever 4
- “Why is it so hard to choose the “right” words?” — Levers 1 and 4
Combining the levers has a compounding effect on your visitors’ curiosity. If you can build enough curiosity, your visitors will have no choice but to register to find out what happens.
Curiosity levers are used in every type of media, in conversation, and in advertising. Think about how many TV shows end an episode on a cliffhanger. You’re powerless. You simply have to tune in next week (pre-Netflix days) or watch the next episode to satisfy your curiosity.
People attend webinars because they want to learn something relevant and useful. Curiosity creates relevance by building interest, and hints at usefulness by implying importance.
Here’s another example from an ActiveCampaign webinar landing page:
The bigger the curiosity, the better. And if you’re curious about 1-word email subject lines, check out the webinar!
A “one-word email subject line” is unexpected and grabs the reader’s attention. From there, curiosity-inducing questions and hints of important information hold their attention. The copy creates a desire to learn more.
Spread your curiosity levers throughout the copy. Landing pages are most effective when every sentence builds on the existing ideas.
If they want the answers, they’ll need to attend. The reader’s curiosity builds and builds until they’re left with no choice but to register.
In face-to-face conversation, the easiest way to show curiosity is to ask a question. Likewise with landing pages, asking a question (without giving the answer) is the easiest way to build curiosity. But the questions on your webinar landing page shouldn’t be something you can answer using Google or figure out through reason.
3. Ask the tough questions
- Answer open-ended questions
- Explore complicated topics
- Explain difficult concepts
- Walk through a process
- Offer a clear answer to attendees’ problem
Otherwise, you wouldn’t need 30-60 minutes to get to the bottom of it! Take a look at your content and your topic — what are the tough questions that you’ll answer? Ask those on the landing page.
These are some tough questions. (If you want the answers, check out the webinar.)
Stay away from asking questions with definite answers like yes/no, or questions that a contact can answer without the webinar. Remember, you’re building curiosity to get them to attend — not testing them on what they know right now.
Your webinar landing page questions should provoke thought and get to the root of your contacts’ pain points. Just make sure that you have the answers to the questions you ask. Don’t let it turn into a game of “what’s the most difficult question about this topic?”
Your registrants will expect that you share answers to these questions during the webinar. If you don’t, your webinar will feel more like a clickbait scheme to get email addresses.
4. Tell the (exciting) truth
“Tell the truth, but make the truth fascinating.” – David Ogilvy in Ogilvy on Advertising
The truth doesn’t have to be boring or uninspired. Even the most mundane topics can be interesting if you frame them well. On the other hand, you can also make an exciting topic seem dull.
This is exciting stuff! But it didn’t have to be… (as always, check out the real webinar here.)
Everything on this landing page is true and discussed in our Marketplace webinar — but there’s more than one way to say things. This landing page just as easily could have been,
“Automation saves time. You could use automation to save time. It takes time to set up if you don’t know what you’re doing. You don’t have to start from scratch. We can help you get started faster and also give you some help for your industry. We have automations you can use.”
The content is essentially the same. It’s true. But the way you tell the truth makes the difference.
That said, when you’re sprucing up your landing page copy, it’s easy to get carried away and exaggerate or embellish. Don’t do it.
Telling the truth helps you avoid negative feedback and unsatisfied attendees. Don’t promise what you can’t deliver, and don’t lie about having answers that don’t exist.
Lying on a landing page is an efficient way to get a bad reputation among your clients. If your attendees have a bad experience, you can be sure that they’re going to talk about it.
In fact, if a customer has a negative experience, they’ll tell twice as many people than they would after a positive experience. Not only that, but 1 in 3 customers will leave a brand they love after just one bad experience.
5. Make it all about “you”
Your landing page should make a point to use a certain word. The word you absolutely want to include is a word I use 161 times in this article.
“You” is the most powerful word in copywriting. It stands out. It makes the whole thing about your audience. At the end of the day, they’re the ones that matter. They don’t want to hear about how great, smart, or helpful you are. They don’t care!
They care about their business, and their problems. And you should too. If you go back and scan the ActiveCampaign webinar landing page examples above, you’ll find plenty of “you” and “your” but no “I” or “we”.
It’s intentional. Because it works.
In Persuasive Advertising, Professor J. Scott Armstrong found that ads using personal pronouns (like “you”) were recalled 1.11 times better than ads that did not use personal pronouns. 111% better!
“You” makes it personal. “You” makes it engaging. “You” helps your contacts apply the situation to themselves. Your potential attendees care about how the webinar will benefit them.
“Make the customer the hero of your story.” – Ann Handley, Everybody Writes
They’re the hero of their own story. Make them the hero in yours.
Rewording your landing page copy to focus on “you/your” and remove “I/we/our” is a quick copywriting win. It has an immediate impact on your landing page, web page, or anywhere else potential customers encounter your words.
Reword things like:
- “We will teach you…” → “You’ll learn”
- “Our product makes it possible to…” → “You’ll be able to…”
- “We will send a recording…” → “You’ll receive a recording…”
“You” appears more than any other word on the page, because that’s who the webinar is for — you. And you can watch it here.
Spend less time focusing on what your company does or knows, and spend more time focusing on what the attendee gets. You’ll have an entire webinar to tell them about what you do and know — as long as they register to attend.
“What seemingly minor wording change could you suggest to improve the odds that the [campaign] will be a big success, the ad agency will be delighted, and your reputation as a wizard of influence will be burnished?
It would be to replace the externalizing words people and they in the opener with the personalizing pronoun you.” – Professor Robert Cialdini, Pre-Suasion
6. Be specific
Which of these sounds better?
- “You’ll learn why people open emails”
- “You’ll learn the 4 reasons why people open emails”
What about this one?
- “Conversions rates increased significantly”
- “Conversion rates increased over 700%”
It’s clear that the examples with metrics are more powerful than the other statements. Specific statements give readers a sense of scale. Using exact details helps them visualize the idea.
“Significantly” means different things to different people. The conversion rates didn’t increase significantly, they increased by over 700%!
When your copy is specific, you’re all on the same page. There’s no room for confusion, misinterpretation, or missed expectations. On a webinar landing page, your potential attendees want to know exactly what you’ll cover in the webinar. They want to know that you truly understand their pain points and problems.
Instead of telling your audience about a pain point, make them feel it. And if you want to get more out of your marketing reports, check out the webinar.
Specific landing page copy creates the need, the feeling, and the situation. The copy above creates the pain point of not knowing which marketing metrics to look at, not knowing what the metrics actually tell you, and feeling stagnant with the same, basic numbers.
The same could be written as,
“There are a lot of marketing metrics and it’s hard to navigate them.”
While true, it’s not compelling. It’s vague and obvious. It doesn’t make you feel anything.
Similar to tip #4 “Tell the (exciting) truth,” getting specific makes your copy exciting, interesting, and important.
To make your webinar landing page copy more specific, you can ask yourself,
- How many?
- What kind or type?
- Then what?
- What else?
- Why is it important?
These questions help you to dig deeper into the topic, content, or pain-points you’re addressing. If you can get to the heart of the idea and nail it down with specific copy, your webinar landing page will convert.
Conclusion: Webinar landing pages that convert
Your landing page is essentially a sales pitch for your webinar. You’ve only got a few sentences to:
- Hook your audience
- Build curiosity
- Appeal to their needs
- Make them register
It’s a difficult task. There isn’t a silver bullet for driving registrations to your webinar, no surefire way to get everyone to register. But if you apply these 6 webinar landing page tips to your landing page writing process, you’ll have a better chance of converting more visitors and getting in front of potential customers.
- Bring the pain (points)
- Pull the right curiosity levers
- Ask the tough questions
- Tell the (exciting) truth
- Make it all about “you”
- Be specific