You’ve got a great topic and you’re ready to go live with a webinar! Your audience exists, but they may not be aware of your event. To capture the largest possible audience, you’ll need a killer webinar registration page.
While this may seem simple, it’s a great opportunity to make a strong first impression, leave breadcrumbs for potential attendees, and solicit questions — all while capturing leads. When done well, you’ll have the building blocks for longer term relationships.
Not sure where to start? In this article, we'll share how to build a webinar registration page to attract your audience.
What is a webinar registration page?
A webinar registration is a landing page that attracts the audience for a live event. High converting pages are relevant for the audience and easy to discover, navigate, and share.
When your think about how to create a webinar and attract the right audience, you're registration flow is critical.The right landing page experience encourages the target audience to register for an event thus helping brands capture important information when creating a webinar.
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7 steps to create a webinar registration page
Your webinar landing page is the engine that drives conversions.
Do it well and you can generate demand while communicating all the relevant information your audience needs in an easy-to-follow way. The content, design, and registration experience all work in tandem to attract and convert potential viewers.
Here are 7 easy steps to drive more webinar leads with your registration page.
Start with a strong title
In a world saturated with virtual events and video calls, it’s imperative to attract attendees with a strong webinar title.
If you're stumped, brainstorm ideas with your team. Try referencing existing events that have performed well, SEO research, customer research, competitive research, and your editorial team to land original and helpful ideas. Choose a title that resonates with your audience, highlights the value of the event, and adds flair to help you stand out from the crowd.
Build an event description
Don’t squander visitors who happen to wander to your landing page. Get them excited with an event description that communicates clear value. Does the event include industry leaders? Will there be key takeaways from relevant reports or studies? Will there be virtual networking opportunities?
Along with a strong title that concisely summarizes the topic of your webinar, you’ll want a compelling description. To help you create a great description, answer three key questions.
Who is your target audience?
They may be an executive in a specific industry, users of a software program, or simply people who share a similar personal or professional obstacle.
Why is this event valuable to them?
What will your audience take away? What’s the purpose of the webinar? Will thought leadership content, services, solutions, or resources be included (think free resources like an ebook, promo codes, or partner services for attendees)?
What’s the event about?
Here's where you can write a longer description of the webinar topic and purpose. Don't forget to include speaker bios, the agenda, and key details on date, time, and how to watch. This section should be informative yet easily digestible.
Remember to keep it short and break up sections to make it scrollable and mobile-friendly (and avoid the dreaded wall of text—an instant snooze-starter!).
Make the registration form clear and compelling
To capture leads, you’ll need to make it easy for participants to register. Clunky forms do more harm than good and are an easy excuse for potential viewers to churn.
A registration form isn’t just a tool to help you capture leads and organize your event registrants; it’s a way to collect information about leads so you can better understand who they are and what content is most valuable to them.
In addition to fields prompting names and contact information, consider creating custom fields to ask how they found you, job titles, company, and specific industry-related questions if appropriate (like company size, budgets, challenges, etc.). You can also ask them to submit a question for a Q&A during the live event to encourage more attendee engagement.
While you don’t want your registration form to turn into a full fledged survey, including targeted questions can provide unique insights into your audience before your live streaming event or webinar. Bonus points for a sleek form design that makes it easy to register!
Nail the call to action
Make sure your landing page features a strong value proposition and call to action that drives people to the finish line. Your CTA buttons should be eye-catching and clearly marked with branded colors and borders.
Sync your webinar registration to your email marketing tool
Next, you’ll want to sync your webinar registration with your email marketing tool.
For Vimeo Enterprise users, you can easily integrate your webinar registration form with providers like Marketo, MailChimp, HubSpot, Constant Contact, Campaign Monitor, and Keap. You may also consider integrating your webinar registration form with your marketing operations or CRM tool like HubSpot to have a more holistic view of your contacts and customers.
Customize and automate your webinar emails
Make sure you have every chance to convert registrants to day-of attendees by sending customized and automated emails across invite, reminder, and follow-ups. Add custom logos, brand colors, unique copy, witty subject lines, and dynamic tags and more to ensure each touchpoint feels personal.
Once a visitor registers, automatically trigger a confirmation email with the date, time, and additional details to maximize the number of attendees at your event.
Leverage video
For registration pages that need a bit more dynamic action, consider creating and embedding a video onto your page. It can quickly help you establish trust with your site visitors, introduce your brand, and increase your authority in the eyes of your audience.
You can also create marketing videos on social media platforms like Facebook, Instagram, Linkedin to help boost your webinar promotions. Bonus: videos increase conversion rates by 80%.
Consider creating a video that briefly introduces your brand and your speakers, and explain what you’ll be going over in your webinar. Make sure that you continue sending strong trust signals by keeping a logo visible throughout the video and incorporating testimonials where available.
5 examples of a webinar landing page
So now you have an idea of what makes an effective webinar registration, but still need some inspiration on how to nail the landing page. Let’s dive into a few examples to get the creative sparks flowing.
Slack: Making service teams more successful
Slack is a leader in workplace communication so it’s no surprise they have great registration pages for their webinars.
The title is catchy and drives home the topic immediately and their sign-up form includes simple questions that provide rich registrant information. The description contains no extraneous descriptions, just helpful stats, values-based information and hard takeaways in their “Things you’ll learn” section.
Clio Innovate Legal Online Meetup
In this example, Clio has laid out all the information in a relevant order. The webinar topic and audience is clear, the speaker bios are concise but highly authoritative for the topic, and the duration breaks down precisely what people can expect (a 40-minute panel discussion and 20 minutes of Q&A).
As a bonus, they throw in a free resource that promises to be useful for attendees—an e-book by one of the speakers.
Telia Carrier Enterprise Networking webinar
This webinar registration page pops with on-brand color and catchy, accessible copy, making helpful use of bold type font to help readers immediately get the topic. There are no drawn out explanations here, or a survey-length registration process — just a short and sweet description that emphasizes fun and convenience, a reflection of the company at large.
Shopify: Grow and monetize your Instagram account
This super simple and clean landing page appeals to a broad range of people (any individual or business owner who is interested in monetizing their Instagram profile), so their description is accessible, jargon-free, simple and emphasizes the word “Free” several times to appeal to as many people as possible.
They also forge an instant connection with potential attendees by highlighting a large photo of the speaker, and include a bonus resource to ease any potential leads along on their journey. Note that the title of this webinar also doubles as a call to action.
PEX Citizen Designers webinar
This page offers easy registration with several clearly marked “Register for Free” CTA buttons, including a graphic one right at the top. Not only do they break down the topic, they also provide context like “Reasons to Attend”, a list of “who should attend” that includes relevant occupation in addition to an FAQ. While they don’t include bios or names of their speakers, they do offer other types of trust signals, like series partners and testimonials and reviews from past attendees.
Search Engine Journal: Where site migrations go wrong
On this short and sweet landing page, Search Engine Journal does a great job of clearly outlining a problem—the pain of planning a site migration and how to avoid common SEO pitfalls—in a very short description.
Despite the relatively short copy, viewers are absolutely clear on what they will learn from this webinar. There’s a big red CTA button located at the very top, which sends you straight to the registration form below.
Wrap up
In order to reach the most people with your webinar content, you’ll need to create a compelling webinar registration page. The key components include a title, description, and call to action that adds value to your audience.
Your registration form is an opportunity to collect valuable information while helping drive urgency around your event. With the right page, you can capture more leads and reach more potential customers.
