Well, you’ve come to the right place.
There’s no doubt that lead generation is one of the top—if not the top—priority for all marketing professionals, no matter their industry.
Whether you’re an association executive looking to grow your organization’s membership count, an agency account manager hoping to increase your client’s flow of qualified leads, or a healthcare marketer attempting to build a more a comprehensive list of prospects for your sales reps to go after, you’re going to need compelling landing pages to convert visitors into customers.
Let’s look at what a webinar landing page is and how you can optimize yours to boost your conversion rate, drive registrations, and take your webinars to the next level!
What Is A Webinar Landing Page?
If you’re unfamiliar with the term, a landing page is a web page on which a visitor “lands” after clicking on a link to your website.
Landing pages can be shared on social media and incorporated into your digital marketing strategy. You can include a lot of interesting features on your webinar landing page, including:
Timers that count down to your webinar start time
Clickable buttons for webinar registration
Branded color schemes and imagery
Images and bios of guest speakers
Lead generation landing pages specifically have forms located on them. This is how visitors provide some of their contact or personal information in exchange for some type of valuable offering, like an eBook, a podcast, or a webinar.
The point of setting up a landing page is to convert those visitors into leads and collect the information you need to know about them to further nurture them down your sales funnel. So you’ll want to minimize pain points and ensure it’s as easy as possible to convert.
Your landing page design plays a huge role in whether or not potential customers sign up for your live webinar. Let’s look at six ways to engage website visitors and boost the conversion rate on your webinar landing page.
Photo by Anna Shvets
6 Tips For Boosting Your Webinar Landing Page Conversion Rate
If your digital marketing strategy does its job, you'll have many ideal customers looking at your webinar landing page.
If you’re confident that your webinar topic is worthy of a sizable audience, but you’re still challenged by landing page conversion rates lower than 20%, try implementing a few of these changes to your webinar landing page.
1. Remove your navigation and focus on forms
Consider this to be the golden rule of landing pages. Your webinar landing page shouldn’t have any additional distractions on it.
Therefore, no header or footer navigation should be visible—and you’ll also want to avoid including any other links on the page. Stick to some basic form fields that will help your audience convert, like a registration form and a newsletter sign-up form.
This will help guide users towards entering their information and registering for your webinar. It also helps to build your company’s email list so you can build up your email marketing campaign with more qualified leads.
Your logo can redirect back to the rest of your website if the visitor decides they want out, but conversions are the goal here—no need to encourage users to leave your landing page once they arrive.
2. Ensure your landing page and CTA are working together
More often than not, your landing page is exhibiting unsatisfactory conversion rates due to a message mismatch.
Sure, your LP’s headline should be attractive and straightforward, but this copy should also reflect the copy from the call-to-action that brought them to the landing page in the first place. If that connection isn’t apparent, a visitor may feel confused—or worse, misled. And that will be another lead generation opportunity squandered.
Moreover, if the lead can’t identify what the landing page is all about within three to five seconds, they’re also likely to bounce. So make sure the most critical information, which should briefly explain the purpose and/or primary takeaway of the webinar, is crystal clear. Place it at the top of the page so potential customers can’t miss it.
3. Optimize bullet points and headers
Large blocks of body copy can be daunting for visitors to your landing page. One way to make your webinar’s value more understandable is by formatting your copy.
Most successful landing pages keep most webinar information above the fold or at the top of the page. Usually, the description of the content is concise and straight to the point.
That being said, it’s still critical to make sure that the description looks easy to read. Capture the key takeaways or agenda items in a series of bullet points—and bold a line of text that really needs to stand out.
Today’s busy professionals have become adept content scanners. You need to cater to this behavior by making your landing page easy to digest. There is no need for a long-winded intro or extensive backstory on your webinar landing page. So be sure to use text features that make your page easy to scan and get straight to the point.
4. Include compelling imagery
Another way to make your landing page content more consumable is to leverage a visual that resonates with the target audience. You’ve heard it before—a picture is worth a thousand words. And it’s true!
We process images 60,000 times faster than text. So incorporate an eye-catching image that speaks to the topic you’ve selected to present. Choose images of models who reflect your target audience and make them feel like your next webinar is just for people like them.
A well-optimized image will also give you a few extra SEO bonus points. Be sure to include target keywords in your image names. This will help new potential customers find your landing page and potentially sign up for your next webinar.
5. Optimize forms for conversion
Registering for a webinar should be easy for the user, so don’t make it more difficult by requiring them to fill out a ridiculous number of form fields. It’s simply important to gather the information you need to know to better qualify the lead.
However, a webinar is a relatively high-value offer. Your prospects will expect you to ask for data like a phone number or organization name to attend your virtual event. Don’t be too shy either!
The conversion optimization trick is to make your form appear as short as possible through styling. Avoid oversized fonts. Position fields that complement each other (an easy one would be First Name and Last Name) on the same line to save a little space. Place form field labels inside the field itself.
And last but not least, ensure that your “Submit Button” is as appetizing as possible. In other words, don’t have it just say submit. Emphasize the benefit—or make it fun. Use phrases like:
Save my seat!
Sign me up!
Register for the Webinar Now
Join the party
These engaging phrases will make clicking your CTA button enticing and further remind prospects of what they gain when they sign up for your webinar. This will help your short-form capture the business of your target audience.
6. Build credibility
The best webinar landing pages work overtime to build trust with potential attendees. There are a number of solid ways you can showcase your credibility and build trust with your prospects.
First of all, a brief speaker bio, which highlights the presenter’s experience and strengths, should be included at the bottom of the landing page. You can also include headshots of your employees or behind-the-scenes footage to humanize your brand.
A testimonial or other type of social proof about the speaker, or even about your webinar when applicable (for instance, if it’s part of a series or if it’s an OnDemand recording) can’t hurt either!
If you have badges, security seals, or certifications from reputable sources, proudly wear them on your webinar landing page! These go a long way to proving that your business is credible and a trusted source of information in your niche.
Enhance Your Landing Page Design To Capture More Leads For Your Next Webinar
Once you convert a lead, don’t forget to redirect your new contact to a Thank You page that offers additional resources to keep the visitor engaged with your website. Send a formal webinar invitation that integrates with their calendar.
Use these surefire landing page success tactics to your advantage, and you’ll be seeing those conversion rates improve in no time!
To learn more about hosting a successful webinar, contact BeaconLive for more information on how you can use webinars to take your business to the next level.