Webinar Registration Pages That Convert – Essentials and Expert Tips

Webinar Registration Pages That Convert Like Crazy - Essentials and Expert Tips

If webinars are a part of your marketing strategy, attendance is key. That’s why this guide helps you design a webinar registration page that converts!

You’ve made a plan, scheduled your guests, and designed the marketing materials for your webinar. The last step? Building a webinar registration page.

Using webinars for lead generation is far from uncommon. In fact, more than 60% of B2B companies use webinars—and three-quarters of B2B marketers are convinced they deliver high-quality leads

Of course, holding a webinar is only a piece of the puzzle. If the registration process is difficult or uninspiring, it’s nearly impossible to see attendance numbers to meet your goal. So, it’s not only critical to building a webinar registration page, but the difference is in the details.

Keep reading to find out how to create a webinar registration page and obtain top results.

First Things First: What Exactly Is a Webinar Registration Page?

A webinar registration page is a landing page that is dedicated to facilitating the registration process for an upcoming webinar. A great registration page will not only have the basic elements to let someone sign up, but it will also be compelling enough to encourage casual visitors to become paying customers.

While there’s plenty of room for creativity, most landing registration pages have the following elements in common:

  • Title and subheadings
  • Persuasive copy
  • Images, graphics, and/or video
  • A registration form
  • Call-to-action button(s)

So, why is your registration page so important? You’re already spending so much effort planning the webinar itself—so wouldn’t your time be better spent making sure the event is amazing rather than agonizing over the registration form?

The answer is in the question. Your webinar may be the best anyone’s ever attended, but without a hefty attendance list, the power of your webinar will still be limited.

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For a successful webinar marketing strategy, you need as many registrations as possible—which means your registration page is the last opportunity to turn visitors into leads. So, it has better be more than a plain registration form!

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 webinar registration page template, if you want.

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 (the 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 belongs 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 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.

Audience Value 

It’s human nature to ask, “What’s in it for me?” Keeping this in mind, you should include 3 to 4 bullets promoting the individual benefits one 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.

The Speakers

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. 

BestTips to Build a Webinar Registration Page for Maximum Conversion

Even though your webinar registration page is extremely important, that doesn’t mean it should take forever to get right. Follow these eight tips to point you in the right direction and get maximum conversion, every time.

1. Use a Great Webinar Title

Your title is the first thing visitors see, so make sure it grabs their eye and imagination. If you get the balance right, your title should be clear and concise—while also remaining results-based. Its focus should be on how your webinar will benefit the customer

Say your business, WebStore, Inc., is hosting a webinar on e-commerce strategies. Which title seems the best to you?

  • “Guide to e-Commerce Strategies”
  • “How WebStore, Inc. Built an e-Commerce Strategy from the Ground Up”
  • “E-Commerce for 2021 and Beyond: Double Your Store’s Profit in 9 Months”

The last one is the most compelling, right?

While the first title is bland, and the second title focuses on your business rather than the customer, the third title both describes the webinar’s topic and states how the webinar will help the customer.

Let’s look at a real-life webinar registration page example, like Tailwind’s Pinterest for Business Webinar:

Pinterest for Business webinar registration page
Source: Tailwind

This title grabs your interest with bolded font and a simple description of the webinar topic. Then, the subheading paints a picture of the specific value attendees can glean from the experience.

While we’re on the topic of titles, don’t be afraid to use branded headers. Incorporating your company’s logo and brand font can help make sure the visitor knows they’re on your website—as well as who’s holding the webinar.

2. Your Copy Should Be Simple and Visually Appealing 

Next, think about the written words on your page. Most landing registration pages place the copy in one column and the registration form in the other.

Explain clearly and concisely how your webinar will help people, in a word display on the webinar registration page “who what where when why”. Avoid passive voice or vague language, and remember to keep your focus on the value your webinar provides to attendees.

What tangible results will the information provided in the webinar help your attendees achieve? Be sure to mention any free or discounted offers. 

One caveat, though: Avoid sounding sensational. Customers are savvy and cynical, so make sure any promises you make are realistic.

The aesthetics of your copy matter almost as much as the content; it needs to be readable and draw the eye to keep reading, rather than skim or look away. Use readability best practices like:

  • Whitespace—Break up large chunks of text to make your page simple to read. 
  • Avoid jargon—The key to web writing in general is to keep everything at a 9th-grade reading level. No long sentences or big words here!
  • Headings and subheadings—Whitespace isn’t the only way to break up walls of text. Divide sections with headers to keep content organized and easily digestible.
  • Bolded text—Feel free to bold any important words or phrases to make them stand out.
  • Bullet points—It’s usually best to use bullets for any list over three items. 

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And when it comes to your registration form, use the same basic approach: keep it as short and simple as possible. Don’t fall into the temptation to ask your registrants every possible question about themselves or their business.

Remember, the more questions they have to answer, the more likely it is that they get distracted or frustrated. Use as few questions as you reasonably can, and keep them non-invasive.

The IBM Watson Video Trends Webinar landing page gets the copy right. Notice how it uses bullet points, direct language, and utilizes white space well—and the registration form is only eight fields.

3. Eliminate Distractions and Escape Routes

One key to a great registration page is reducing the opportunities or motivations to leave it.

We live in a distractible society—so even with the best intentions, a visitor could find themselves exploring the rest of your site (or leaving your website entirely), while never getting around to completing their sign-up.

In order to avoid distractions, don’t include any navigation on your registration page. Your goal is to make it difficult for a page visitor to move to another page. 

Don’t even hyperlink your website logo in the site header, or a casual visitor could click on it and be redirected back to your homepage.

See our blog posts on best practices for email marketing and social media marketing to promote webinars.

4. Responsive Is the Name of the Game

Many—if not most—of your site visitors will be viewing your landing page on a mobile device. So your site needs to be mobile responsive, period. 

First, let’s quickly review the responsive design and how it works. Essentially, responsive design is a way to build a website so that it automatically scales its content and elements to match the screen size of the user. Responsive sites avoid the zooming, scrolling, and panning that occurs with sites that haven’t been optimized for mobile devices. 

The difficulty of navigating such clunky sites could cost you potential customers. Instead, use a mobile-friendly content management system to design responsive pages and forms.

Making your landing registration page more easily accessible from cell phones and tablets will help ensure maximum engagement. Your attendees don’t want to have to zoom in and out while they navigate from one field to the next.

The Windstream Mobile Marketplace Webinar landing page works well on both desktop and mobile devices. Here’s what it looks like on a computer browser:

Windstream Mobile Marketplace Webinar
Source: Windstream

And here’s how the site looks while scrolling through it on a mobile device:

Windstream Mobile Marketplace Webinar page on a mobile device
Windstream Mobile Marketplace Webinar landing page on a mobile device (2)
Windstream Mobile Marketplace Webinar landing page on a mobile device (3)

Not only does a responsive landing registration page improve the visitor experience, but it also improves your search engine ranking. SEO is a critical component of getting your webinar in front of as many eyes as possible.

5. Don’t Forget the Images 

The images make up one of the most essential aspects of a compelling registration page, whether you decide on photos, video, or graphics (or some of each). Why? Because the human brain processes images 60,000 times faster than text—so when your audience arrives at a landing registration page, the image(s) and colors will be the first things they notice. 

So if images are so important, how do you know which ones to choose? 

If your webinar has a key presenter or high-profile guest, use a headshot, as seen on the SEMRush Affiliate Website webinar landing page:

SEMRush Affiliate Website webinar landing page
Source: SEMRush

Or, if the presenter is willing to record a short video, get them to take 1-2 minutes to introduce themselves and give a short elevator pitch on what the attendees will learn from their presentation at the webinar.

If you don’t have a headshot or key presenter to focus on, you can use these two strategies for choosing an emotionally powerful image for your registration page:

The Current Feeling

Use an image that reminds the viewer of the problem they’re currently facing. For example, if your target audience is a social media marketing manager, your image could show the frustration of scheduling posts or finding hashtags.

The Desired Outcome

Use an image that depicts what life would be like for the prospect if they take your webinar. Don’t just show your product or service in action; show the prospect after they’ve benefitted from the value of your offering.

6. Include Social Proof 

Why should prospective attendees trust you to teach them something new? 

That’s where social proof comes in. According to Unbounce, social proof is “the positive influence that’s generated when people find out that ‘everybody’s doing it.’ Building social proof into your offer in the form of testimonials, reviews, or trust seals is a great way to generate interest, increase credibility and drive more conversions.”

In terms of webinars, your social proof should be an endorsement of your business that proves why you’re enough of an expert in your industry to hold an educational presentation.

Social proof can come from a variety of sources. To find content for your registration page, ask yourself the following questions:

  • Why am I qualified to hold this webinar?
  • What businesses or individuals has my business helped in the past? (Bonus points if they’re high-profile or household names)
  • If I’ve held webinars in the past, can I get testimonials from previous attendees?
  • Are there any industry experts who can endorse my company or authority in my niche?

This ThoughtSpot webinar registration page does a great job of incorporating social proof by listing the logos of companies who have benefitted from ThoughtSpot’s services:

ThoughtSpot webinar registration page
Source: ThoughtSpot

7. Your CTA Should Make Them Eager to Click

Last—but definitely not least—is the call to action (CTA). It’s a standard element of any registration page, so it may even feel like you need to think about it. Just insert a button at the bottom of the form, right?

Well, it’s not that simple.

A good CTA button can’t be missed. When designing your landing page, use the squint test: is your CTA button visible even if you squint at the page? If not, you might want to consider redesigning.

The How to Launch Slack webinar registration page has an eye-catching CTA button that stands out from the rest of the page. Unfocus your eyes, and we bet you’ll still know where the Register Now button is:

How to Launch Slack webinar landing page
Source: Slack

While this CTA button is a great start, even this one can be improved. Don’t be afraid to think out of the box with your wording. Instead of “Register now,” you can use creative copy like “Let’s do it!” or “Sign me up!” 

And if possible, use first-person language in your CTA buttons. “Reserve my place” always works better than “Reserve a place.

8. Testing Your Transactional Messages

Once 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. 

9. 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, and whatever you want to optimize. Just be sure you are testing a single element 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. 

A Great Webinar Registration Page Is the Gateway to Better Sales

Due to their interactive nature, webinars are an excellent tool to drive business and build customer relationships. A webinar allows attendees to ask questions, download resources, respond to surveys and provide actionable data for your sales team whenever the attendee is ready to purchase your product or service.

But to hold a successful webinar, you need a highly converting registration page. This page is more than a form for your attendees to fill out; it’s the last place to convince unsure visitors that your webinar is something they just can’t miss.

A great webinar registration page should have a clear title, vibrant CTA, riveting copy, and emotionally compelling images and graphics. It should also be distraction-free and mobile-ready—and don’t forget to boost trust with social proof.

Want more tips on how to effectively market your webinar? Download our free guide, The Ultimate Guide to Webinar Promotions.

Contentware uses AI and your landing page to create an entire marketing campaign for your webinar – in minutes. All you do is build the landing page and Contentware does the rest. Want to see it in action? Sign up for a free demo!

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