Best practices for building high converting webinar landing pages

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Posted on May 29, 2022

You can start creating webinar landing pages that serves as an entry to a webinar once you’ve decided on a great theme. A landing page is required for all webinars so that attendees can register for the event. Here, the audience can identify the current issues that need to be addressed. It also serves as a tool for gathering vital lead information.

Building a webinar landing page that converts, on the other hand, takes a significant amount of time and effort. To be successful, you must start paying attention to what you want to achieve and the message you are communicating with the audience. Here, we talk about a couple of things regarding webinar landing pages for better understanding.

What is a webinar landing page?

A webinar landing page is a website that produces registrations for a specific topic to convert website visitors into webinar participants. In comparison to a webpage, a landing page frequently lacks website navigation. It outlines what the webinar is about and what benefits readers may expect from it. Also, it aims to pique people’s interest in attending the webinar and persuade them to register.

Aside from understanding some successful webinar methods, it would be best if you also armed yourself with some helpful advice for creating an effective and appealing landing page for the audience. It’s a fantastic tool for increasing retention and safeguarding the knowledge in your community.

What should be in a webinar landing page

What are the essential components of a webinar landing page? 

A landing page’s main components help target visitors, motivate them to take action, and collect data. The following are some of the features of a webinar landing page:

  1. Headline
  2. Testimonial
  3. Call to action
  4. Registration form

1.   Headline

Landing pages that work are laser-focused on a single theme. The purpose of the landing page should be reflected in the headline. This aids with SEO and grabbing the attention of visitors.

2.   Testimonial

As a result of social evidence, relevant testimonials persuade visitors to take action. By this, visitors will be more likely to act if they perceive that reputable brands and affiliates endorse a product or service.

3.   Call To Action

CTAs encourage visitors to take action. Buttons, images, links, and lines of text can all be used as CTAs. They frequently utilize words like “purchase now” or “register here” to drive the user to the intended action.

4.   Registration Form

Markers can collect leads via registration forms. The forms restrict access to content such as webinars by requiring visitors to fill in personal information. The following information is collected on registration forms:

  • Name
  • Company size
  • Work email
  • Job title
  • Website

Marketers can use these forms to extract distinguishing characteristics from leads and better target their marketing. In addition, following the webinars, the sales team can contact the prospects to present the company’s products or services.

How can I create a webinar landing page?

Here are a few steps to creating a Webinar Landing Page:

  1. Choose a template for your landing page.
  2. Make a name for your landing page.
  3. Put your spin on it.
  4. Include eye-catching graphics.
  5. Choose a domain name that is appropriate to your business.
  6. Check that all of your links and CTAs are active.
  7. Complete your SEO title and meta description.
  8. Publish!

How to create a webinar registration

Webinar Registration is a form that collects information from a person who has signed up for one of your forthcoming webinars. People are frequently required to complete such a page to participate in an online webinar.

The steps to generate a Webinar Registration are as follows:

  • Step 1: Create a New Webinar Page
  • Step 2: Pick a Template for a Webinar Landing Page
  • Step 3: Make Your Registration Page Unique
  • Step 4: Include a registration form for a webinar.
  • Step 5: Integrate Your Email Marketing Service in Step 5
  • Step 6: Customize the Settings for Your Webinar Landing Page
  • Step 7: Publish the Registration Page for Your Webinar

How do I customize my webinar registration page?

You may now personalize both the registration page and the actual webinar room so that you know how to get started with webinars.

1.   Personalize the Registration Page

Visitors will be able to learn more about the webinar and sign up if they wish to join in on the registration page. To modify, select the Customize Experience button in the header part of the webinar overview page, and then click the small arrow in the upper right corner to adjust the settings.

2.   Content

You may change your registration page’s name, description, and hero picture in the content tab, just like you can on the webinar overview screen. You can, however, see the adjustments you make in real-time this time. Make sure to include an eye-catching hero image that conveys the webinar’s theme. Include a brief explanation of the topic and some background information. It’s also a good idea, to sum up, what the attendees will learn during the event.

3.   Design

You can add logos, fonts, and colors to the design tab to ensure that they reflect your brand. Only admins have access to the design tab, and please keep in mind that any changes you make will affect your whole webinar hub.

For your webinar’s navigation bar, upload your logo. Choose a typeface that complements your brand and a body font used across the site. Make sure your primary and secondary brand colors are complementary to the overall feel of your company.

Webinar landing page examples or templates

The following are webinar landing page examples or templates:

1.   InEvent

What we excelled at:

  • The headline offers the visitor a benefit.
  • This material is easier to read because of the shorter paragraphs and bullet points.
  • Headlines, subheadlines, and bolded text form an easy-to-follow visual hierarchy.
  • The button color passes the squint test (squint to determine if the CTA button is visible). If you can’t, you’ll have to make it more attention-getting).

What to A/B test:

  • The registration form. Should more fields be included to capture more data?

2.   IBM Watson

What they did well:

  • There is no way to leave this page if there is no navigation.
  • Headlines and subheadlines provide a visual hierarchy that is easy to follow.
  • Visitors will be more likely to see and convert the form if the CTA is in a different color.
  • People can’t leave the page by clicking on a logo that isn’t hyperlinked.
  • What should you A/B test?

What should you A/B test?

  • The snapshot of Zach staring back at the possibility halts the flow of information.
  • The copy is ambiguous.
  • How can this webinar especially assist me in resolving my business issues?

3.   Microsoft

What they did well:

  • The headline delivers a clear benefit: learn how to deal with your company’s major security issues.
  • The bulleted description explains in detail what attendees will learn during the webinar.
  • Page is well balanced because the page and copy are practically in-line with each other. There is no apparent space on the website to divert users’ attention from the page’s main goal: registration.

What should you A/B test?

  • For easier reading, these paragraphs should be broken up into smaller portions.
  • This CTA button is easy to overlook.
  • A clickable logo directs visitors to the homepage at any time.

4.   WordStream

What they did well:

  • The headline communicates a benefit.
  • Visitors’ attention is drawn to a colorful button.
  • These biographies are easy to read because of the bulleted style, which emphasizes the speakers’ authority.
  • Shorter paragraphs make it easier to read the copy.
  • Strategically placed subheadlines and bolded text create a visual hierarchy.

What should you A/B test?

  • A logo that is hyperlinked provides a way off the page.
  • People can “exit” this post-click landing page by using social media buttons.
  • Why are all of the fields on the form required? Remember to only request information that you truly need. Otherwise, you risk scaring the visitor away from your page.

5.   Content Marketing Institute

What they did well:

  • Visitors can tell they’ve arrived at the Content Marketing Institute’s page because of the large, branded header.
  • Subheadlines establish an easy-to-follow visual hierarchy.
  • The summary explains precisely what visitors will get by attending the webinar.
  • Because the CMI logo isn’t connected to any other page, users can’t get away from it.
  • Users will have a difficult time leaving this page if there is no navigation.

What to A/B test:

  • These biographies are difficult to read due to large blocks of text.
  • This CTA button is relatively small. Is it able to withstand the squint test?
  • This page is a tad too crowded. Different logos and buttons divert the visitor’s attention away from the important information and the CTA button.
  • Prospects are asked to fill out a lengthy form. Will the information they must provide in this webinar be worth it?
  • The lower-right ON24 logo represents a hyperlinked escape route.

6.   Forrester

What they did well:

  • The text on this page has been broken up into bite-sized pieces to make it simpler to read.
  • The bulleted copy summarizes what the webinar will discuss in detail.
  • Visitors can be assured that their information is safe and secure by clicking on the terms of service and privacy policy links beneath the form.

What should you A/B test?

  • Prospects are likely to be put off by this 11-field form.
  • Visitors can leave the page by clicking on a hyperlinked logo.
  • More escape routes are provided by social networking icons in the page’s footer. Add social buttons to your webinar “thank you” page that allows visitors to share a link back to your post-click landing page if you want people to spread the news about your webinar via Facebook, Twitter, and LinkedIn.

7.   Upwork

What they did well:

  • The headline conveys a significant and tangible benefit. It’s better to say “How to gain 100,000 email subscribers” than “How to get a lot more email subscribers.” Keep in mind, though, that this implies you’ll give your audience a step-by-step method for obtaining that 100,000 subscribers. These headlines have more impact, but only if you can keep your word.
  • The benefits of attending this webinar are rapidly conveyed with bulleted content.
  • This page is easy to read because the paragraphs are small and bite-sized.
  • The green CTA button stands out against the white form, drawing the visitor’s attention.
  • The text below the fold emphasizes the speakers’ authority. Your prospects will be more inclined to attend the webinar if they are well-known.

What to A/B test:

  • Prospects can depart whenever they choose, thanks to a logo that links to the homepage.
  • The social networking buttons on this page are escape hatches for visitors.


Webinars are a strong tool for marketers in various industries. They bring you closer to your audience in ways that a typical blog post or social update can’t. Webinars can also help you position yourself as a useful resource and thought leader if done correctly.

© InEvent, Inc. 2024