- Hi, guys.
In this video, I'm going to talk about how to create
an effective landing page for your webinar campaign.
If you're new to the channel,
you should check out my other video,
How to Run a Webinar Campaign First,
which is linked here.
In this video, I will cover what elements you should use
to increase webinar signups.
So, you must be thinking,
why do I need a custom landing page
when I can use the default registration page
which comes with a webinar platform?
Most webinar platforms do provide a registration page,
which although serves the purpose,
but it fails to impress.
In order to stand out from your competition,
you need a custom landing page
designed using your brand colors and style.
I recommend using Unbounce,
but there's no reason why you can't use
any other landing page builder.
In this video,
I will talk about seven elements you should consider
when building your webinar landing page.
Let's get started.
The first thing you need to get absolutely right
is the headline.
The headline is the most important element
on the landing page,
and it will hook the visitor to stay on the page
and sign up.
I always recommend using a benefit in the headline
versus having a feature, or worse, having a vague headline.
Although benefits and features might sound very similar,
but there's a massive difference.
Here's an example.
A toy could have a very simple feature, batteries included.
But the benefit really is, that's actually ready to use.
And if you're writing a sales message around this benefit,
you could have something like ready to use,
straight out of the box with no hassle
and a happy kid on the birthday.
To summarize, a feature means what it is
and the benefit is what it does.
To help you write your headlines,
I put together a website
with lots of webinar landing page examples
from different industries.
This will help you for your inspiration.
You can check out the link in the description below
to check out this cool site.
The next important element
is to include a list of bullet items
that define what will be covered in the webinar.
And this one should also include
what your participants will learn.
Here is an example of a landing page
we designed for one of our clients, 10xTravel.
On this page,
you will notice a big bold headline,
that straightaway talks about the benefit
of why somebody should care about joining the webinar.
And under Max, the presenter,
we have a list of items that will be covered in the webinar,
which are easy to read and understand.
Overall, the page is very simple to follow
and every landing page element
aligns with the single campaign goal,
which is to get more signups.
If you're running a scheduled webinar,
make sure to specify the correct date and time.
If you plan to target specific regions,
show times in correct time zones
so participants can easily check their availability
in their local time zone.
Here's a bonus tip for you.
You can also add ICAL or ICS files,
which will allow participants to add the event directly
to the Outlook or Apple calendar.
It is important to showcase the hosts and guests
on your landing page,
as those are the people your audience will interact with.
So, you need to give people a reason
to listen to these hosts
by telling them about the job title, experience,
industry expertise, etc.
Things that you can include in your hosts bio
are things like a headshot photo,
job title, years of industry experience, areas of expertise,
awards, and recognition.
I really love this example from WordStream.
On this page,
they've clearly mentioned the experience
and the expertise of their webinar hosts.
Although it's optional,
you can add some social proof of previous customers or leads
who benefited from the webinar.
You can embed direct tweets on your page to build trust
and authenticity.
Which fields should you capture
and how much info should you ask?
This is a tricky question.
If you're targeting a cold audience,
I would recommend name and email,
but if you're marketing to an existing list,
then you can use the webinar sign up for lead enrichment.
For example, you can capture company name, size or country.
Remember, the number of leads drops significantly
if you have more than four form fields.
If you do want to capture more than four fields,
you can use a multi-step form builder like the LeadGen App
to easily break up your form.
In order to maximize your conversions,
I would recommend three conversion drivers.
Number one, urgency.
You can add a countdown timer to show time is running up.
Number two, scarcity.
Add a limit to the number of participants.
That way you drive visitors to take immediate action.
Number three, call to action button.
Using both these principles,
you can use the button text to show limited seats.
Take action now, be part of an exclusive training.
Since we're talking about the call to action button,
make sure to use a bright contrast in color for your button
to grab visitor's attention.
The call to action button,
should stand out from the rest of the page.
Here's a bonus tip for you.
The good old thank you page.
Thank you pages are great and possibly undersold.
Every visitor which goes through your webinar
visits the thank you page.
That's a view rate of a hundred percent.
It pains me to see people not using the thank you page
to it's full potential.
I strongly recommend adding a video,
and you can have a two to three-minute video
which covers two things.
Thank visitors who have signed up
and reaffirm why they should join the webinar
and why it would be amazing.
There you have it, guys.
Seven things you should always include
in your webinar landing page to increase those signups.
As always, I have a little surprise for you.
I put together two resources.
The first one is a webinar landing page inspiration website
to feed your creative juices.
And the second one is a webinar landing page template
built in Unbounce which you can easily edit
to match your brand.
The template also has a timer
that you can use to drive urgency.
You can find links to both these resources
in the description below.
If you like the video, please give it a thumbs up.
I look forward to seeing you in the next one.