A strong webinar registration page is one of the most important parts to successfully marketing your webinar. Generally, the registration page, or landing page, does much of the heavy lifting for your webinar promotion. This page should provide details about your presentation, collect attendee data, and turn visitors into registerers.
So, what are the best practices for creating an effective webinar registration page? We’re glad you asked. There are many, but two key components to think about when planning your webinar registration page. The first is how you structure your registration page. The second is the language you use on the registration page. Let’s get into some specifics!
Content to Include on Your Webinar Registration Page
A great registration page will provide a visitor with key information about your upcoming webinar. These are a few elements that effective webinar registration pages usually contain.
A Strong Headline
First, think about crafting a creative headline that will grab your audience’s attention. For instance, a common formula for webinar headlines is “How to (a desired outcome) without (a necessary attribute). For example,“How to build a website without knowing how to code.”
The most important thing to remember is to make your headline interesting and informative. Don’t be afraid to try new headline formats! There is no right way to construct a headline. By testing different formats, you’ll see what your audience prefers.
Webinar Vitals Towards the top of the registration page
Vital information about your webinar’s logistics belong at the top of the webinar registration page. Most importantly, visitors should be able to quickly identify what and when your webinar is. You should include the name of your event, the date, and the time of your event at the top of the registration page. Making visitors search for this information can result in a negative user experience, and deter them from registering. If you use your webinar title as your headline, you can easily add the date and time right below it. Alternatively, the webinar title, date, and time can be placed above your form to remind registrants as they are signing up.
An Introduction to the Webinar Topic
There are a few questions you’ll want to consider when introducing your upcoming webinar’s topic. Is it timely and relevant to a current world event or industry trend? Is your webinar topic a major pain point for your audience? Does it solve a common challenge? The more context you can provide your audience, the better. This helps show your audience the value of attending your webinar. While you’re writing the introduction, make sure you’re thinking about the context of your content from the audience’s point of view.
It’s human nature to ask, “What’s in it for me?” Keeping this in mind, you should include 3-4 bullets promoting the individual benefits on can gain from attending your webinar.
- What will your audience learn?
- Is there a personal takeaway? (Ex: less stress, continuing education credit, etc.)
- Are there networking opportunities?
Including the benefits of attending your webinar helps entice visitors to complete the call to action, and register for your webinar.
Best practices like this, and scores of others, are designed into every Contentware marketing campaign.
Even if your speakers are well known individuals, it’s important to highlight information like their names, titles, and respective companies. Along with that information, you can add your speaker’s headshot to the registration page. This allows your potential audience to become familiar with your speaker. You can also include a speaker bio! If your speaker has an impressive background, or helps “sell” your webinar, writing a short blurb about them can be beneficial for your registration page. Your speaker’s bio should only be 2-3 sentences, thereby keeping your webinar’s registration page short and clean. Conversely, If your speaker is well known, you can save the bio and repurpose it as an introduction during your webinar.
Testing Your Transactional Messages
Now that your registration page is created, it’s time to test it and set-up the confirmation and reminder messaging.
It’s a good practice to submit a test registration. Is the registration data flowing as you expected? What about the user experience during and after registration? Is it smooth and easy?
Remember, when someone submits their registration for your webinar, they will be expecting a confirmation. This confirmation should appear on both the registration website, and in an email. With this, your registrants will be confident in their form’s submission. Furthermore, the confirmation email should include the date, time, and login link of your webinar .
At this point, it’s no longer optional not to include a calendar invite. Make sure there is a link to add the webinar to a Google or Outlook calendar. The technology is pretty straightforward, but test it to make sure. And if you want to take your confirmation page up a notch, consider adding a link for a free product trial or demo, if related to your webinar topic. You have your audience’s interest and attention…strike while the iron is hot!
OK! You’re almost there in your webinar registration set-up; the final piece is to create the event reminder emails. These messages are standard in most webinar platforms, so they should be fairly easy to execute. Messaging often is templated, so all you have to do is “turn them on.” The best practice is to send event reminders 24 hours in advance of the event, and another reminder one hour before the event. Some organizations also like a third reminder message sent 15 minutes before the event starts.
Testing Your Registration Page
Congratulations! You’ve now effectively set-up your webinar. Or have you?
Though you’ve put much thought into getting to this point, it’s always a good idea to set-up an A/B split test. With this you can learn more about your page, the audience members using it, and optimize your results. An easy way to test variables on a webinar landing page is to use Google Optimize. With this free tool, you can test headlines, images, button colors, whatever you want to optimize. Just be sure you are testing single elements at a time. This will ensure that you know which element is driving the result. Then, you can apply what you’ve learned on your next webinar registration page.
Want more tips on how to effectively market your webinar? Download our free guide, The Ultimate Guide to Webinar Promotions
Contentware us AI and your event landing page to create an entire marketing campaign of emails and social media posts – in minutes. Contentware acquires a campaign image, writes the copy, produces and optimizes the content, creates a distribution schedule, and more. Want to see it in action? Sign up for a free demo!