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Your Webinar Landing Page is Probably Broken. Let's Fix It. - Jono Bacon

Jul 9, 2020

How many times have announced a new webinar and after a few weeks the number of sign-ups is a little “meh”?

You can do all the advertising in the world but ultimately you will send them to the landing page to sign up.

Here’s the rub: many of these landing pages are poorly written and as such, they convert poorly – lots of viewers but not many registrations. Ugh.

So, let’s fix that landing page, and that’s what I wanted to share here.

So, to illustrate how you should build your landing page, I’d like to share the stats and landing page from a session I previously ran.

In this example, the webinar was all about “Getting Your Dream Community Job”. I put together a solid 1-hour session packed with content and eventually achieved a pretty decent 30% signup rate from my landing page, thus converting decently. In addition to this conversion rate, 43% of the people who signed up actually showed up. This is pretty rocking given that 30% is generally the industry standard. Also, the webinar netted five star reviews for everyone who submitted a review.

The landing page played a huge role in this.

Now, webinars are generally “top of funnel” events. That is, generally people are flirting with the topic and still figuring out the problem. As such, you can’t assume too much: you need to double-down on explaining the value you are going to deliver, the pain you are going to alleviate, and how it will positively impact their lives.

So, you promote the webinar on social and elsewhere, and they land on your page. Great!

The first thing they should see is a welcome video. Here was mine:

For the morbidly curious, you can watch the video here.

Videos give them a sense of you, your personality, and the value of the session. You don’t need a pro setup: a cell-phone and a decent mic is all you need (great sound is much more important than great camera quality). This should be less than two minutes long.

Now, not everyone will watch it, but it is an efficient way to download the core benefits of the session to them quickly,

Here is what I include in the video:

  • Step 1: Ask a question. I usually say something like “Are you ___, but (major pain point)?” The point of this is to make sure they’re a good fit to join your session.
  • Step 2: Let them know exactly who this webinar is for. In my case, this was designed for people who either want to work as professional community managers or already do and want to get a new job.
  • Step 3: Lock in credibility. Who are you? And why should they listen? Answer these questions while sounding genuine, not cocky. No-one wants to see you posing in front of a Lamborghini – people who do that are pathetic.
  • Step 4: Introduce the free webinar. Dig into what the session is and what is involved. They probably already know they’re a good fit by now, but why should they stay?
  • Step 5: Discuss the “menu” of the webinar. Here’s where you talk about what you’ll be teaching in the webinar. Think hard skills, the meat and potatoes of the whole process.
  • Step 6: Introduce your bonuses. Is the webinar live with Q&A? That’s a bonus value. Are you offering any templates or freebies for them to download? That’s a bonus. Let them know! They should be feeling the excitement by now.
  • Step 7: Talk value! (Remind them this is free!) What will this do for their life? “This will give you the edge in your career, and be a great investment of your time” was my main point in this webinar. Paint them an attractive but accurate picture of how this will make their life better.
  • Step 8: Mention limited space (if applicable, but don’t lie!) I often close off webinars at around 100 attendees as it provides a more intimate setting. This also adds a scarcity element which increases the value of the session Be honest though: don’t lie about artificial scarcity – it kills trust.

OK, now the viewer will scroll through the rest of the page, whether or not they watched the video.

So, now we need to provide the landing page copy.

Here’s how I wrote mine:

Step 1: Start with a great headline in question form.

I like questions as headlines: they hopefully align more closely with what your audience is asking themselves. It is also a quick way to ensure you are matching the webinar content with the ideal audience – if the question doesn’t capture them, they are probably not the right fit.

This question is critical: split test it, experiment and see how your sign-ups change.

Step 2: Paragraph of text that leads to the conclusion that this webinar is for them (if it is.)

For the first few paragraphs, you need to set the stage for the session. Here was mine:

In this section:

  • Ask a lot of qualifying questions, such as “are you XYZ?” – this build a connection between your audience and you and your content.
  • Show that there is a real-world use for the specific skill you’re teaching. Here I am outlining the market demand for community, and the growing need for staff.
  • Introduce the painpoint! This is simple in this context: getting a new job is super stressful for people and I want my session to help relieve much of that stress.
  • Introduce the solution – your webinar, obviously!

By this point, they’ll be asking “Okay, so what’s in this stupid webinar?”

We continue…

Here you elaborate on exactly what you’ll be teaching them in the webinar. Always try to feature at least three levels of value:

  1. The “meat n potatoes” content, AKA the core skill that they came here to learn.
  2. The bonus materials. In my case, this was a resume template, a downloadable guide, etc.
  3. The extra-bonuses. I plugged a giveaway of my book, People Powered, as well as some free chapters. The “extra bonuses” might be less relevant than the rest, however it’s free and makes the session as valuable and worthwhile as possible. Think of this as the cherry on top.

This all starts looking really great to them; that’s when you remind them that it’s all FREE. They already knew this, but you want to remind them so they can see just how valuable this will be.

Here’s the catch though: some people may skip or skim through this copy.

That’s why we make it even easier for them to know what they’re getting, by again summarizing the deliverables in a more visual way.

So next, you need to summarize the “meat and potatoes” section with bullet points. Ideally you format this a little differently to stand out.

Here’s mine:

All these skills are directly related to the actual content I cover in the webinar session.

Then, include a more visual format of the bonuses! (and the extra-bonuses.)

Finally, after all that, include a giveaway to seal the deal. This proves that they stand to actually win something, and for nothing more than their attendance in the webinar. It also encourages them to stay to the end.

Here is what I was giving away:

If you’ve done all of this, you’ve officially built an amazing landing page. Hooray! This should help a lot with conversions.

However, there is something else you should know.

Many “gurus” and internet marketing dorks come this far but then the webinar is a flop.

Why?

Because they don’t deliver on what they promised.

They’ll often spend the whole webinar hyping the “concept” or “idea” of the skill they promised on their landing page, without actually teaching the skill itself in the webinar. Then, when attendees are excited, they sell them a product such as a book, course, or seminar.

I don’t like this. It is deceptive. You need to be the oppose: pack as much content into your webinar as possible. Make it undeniably valuable. There is nothing wrong wit selling something, but you have to deliver amazing value.

The true testament of this is your webinar stats. Did they stay to the end?

Here was my stats for the first time I ran this session:

As you can see, my attendees in this case stayed for almost the entire webinar.

When you don’t deliver on your promised value (like the slimy gurus,) you will probably have a lot lower attendance in the webinar, which defeats the whole purpose!

Don’t be that person. Just know, the more value you offer, the happier people will be, and the more they’ll be willing to work with you again.

Good luck, I believe in you! Go build a great webinar and landing page. As usual, give me a yell if I can help with anything.

I’ll be honest, I’m not sure what a “webinar” is. This must have been similar to journalists struggling with the word “blog”. “What do you mean it stands for ‘web log’? Who says that?!”

Well, I’m researching. :slight_smile: