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How to design a landing page for a webinar or event

November 17, 2023 | Jimit Mehta

Picture this: you've spent weeks, maybe even months, organizing the perfect webinar or event. You've lined up expert speakers, crafted the perfect message, and now you're ready to spread the word and get people signed up. But how do you make sure that your landing page is doing its job and converting visitors into attendees?

Designing a landing page for a webinar or event is no small feat. It's a delicate balance between creating a visually appealing page and providing all the necessary information that potential attendees need to know. You want to grab their attention, pique their interest, and convince them that your event is worth their time and money.

In this article, we'll guide you through the steps to designing a landing page that not only looks great but also drives conversions. From crafting the perfect headline to designing an eye-catching form, we'll cover everything you need to know to create a landing page that will have attendees knocking down your virtual doors. So grab your pen and paper (or your favorite design tool) and let's get started!

Determine your goal and target audience

Before you start designing your landing page for a webinar or event, it's crucial to determine your goal and target audience. Your goal will guide the design and content of your landing page, and your target audience will help you create messaging and visuals that resonate with them.

Ask yourself: what is the primary purpose of your landing page? Are you trying to generate leads, sell tickets, or simply provide information about the event? Your goal will determine what elements to include on your landing page and what actions you want visitors to take.

Next, consider your target audience. Who are the people you want to attend your webinar or event? What are their needs, interests, and pain points? Understanding your audience will help you craft messaging and visuals that will resonate with them and convince them to take action.

Once you have a clear idea of your goal and target audience, you can start designing your landing page with their needs and preferences in mind. By creating a landing page that speaks directly to your target audience and guides them towards your goal, you'll be well on your way to a successful webinar or event.

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Craft a compelling headline

Your headline is the first thing that visitors will see when they land on your landing page for a webinar or event. It's your chance to grab their attention and make them want to learn more about your event. Crafting a compelling headline is essential to ensure that visitors stick around and take action.

Your headline should be clear, concise, and communicate the value of your event. It should answer the question "what's in it for me?" that your target audience might have. A good headline should also create a sense of urgency and excitement, making visitors feel like they're missing out if they don't register for your event.

Here are a few tips for crafting a compelling headline:

  1. Keep it short and sweet: Your headline should be no more than 10-12 words. Avoid using jargon or complicated language that might confuse visitors.

  2. Use action-oriented language: Use verbs and action-oriented language to create a sense of urgency and encourage visitors to take action.

  3. Highlight the benefits: Focus on the benefits that attendees will get from your event, such as learning something new, networking opportunities, or exclusive access to industry experts.

  4. Use numbers or statistics: Using numbers or statistics in your headline can make it more attention-grabbing and persuasive.

Crafting a compelling headline takes time and effort, but it's well worth it in the end. A strong headline can make the difference between a visitor bouncing off your page and registering for your event.

Use visuals to grab attention

Humans are visual creatures, and using visuals on your landing page for a webinar or event is a great way to grab visitors' attention and keep them engaged. Well-chosen visuals can also help communicate your message and create a memorable impression of your event.

Visuals can include images, videos, graphics, or even animations. They can be used to illustrate the benefits of attending your event, showcase speakers or presenters, or simply add visual interest to your page. Here are a few tips for using visuals effectively:

  1. Use high-quality images: Use high-quality images that are relevant to your event and target audience. Avoid using generic stock photos that might look out of place or unprofessional.

  2. Keep it simple: Don't overload your page with too many visuals, as this can be overwhelming and detract from your message. Use visuals sparingly and strategically to create impact.

  3. Use contrasting colors: Choose colors that contrast with your background to make your visuals stand out. This will help draw visitors' eyes to the most important elements on your page.

  4. Add alt tags: Add alt tags to your images to improve accessibility and help search engines understand the content of your page.

Using visuals on your landing page can be a powerful way to capture visitors' attention and make your event more appealing. Just remember to use them strategically and choose images and graphics that enhance your message and resonate with your target audience.

Write persuasive copy

The copy on your landing page for a webinar or event is just as important as the visuals. Your copy should be persuasive, compelling, and clearly communicate the value of your event to your target audience. It should encourage visitors to take action and register for your event.

Here are a few tips for writing persuasive copy:

  1. Keep it simple and concise: Write in short, easy-to-read sentences and avoid using jargon or complicated language. Your copy should be concise and get straight to the point.

  2. Focus on benefits: Instead of listing features or details about your event, focus on the benefits that attendees will receive. Explain how your event will help them solve a problem, learn something new, or achieve their goals.

  3. Use social proof: Social proof, such as testimonials from past attendees or statistics about the success of your event, can be a powerful way to persuade visitors to register for your event.

  4. Create a sense of urgency: Use language that creates a sense of urgency, such as "limited time offer" or "only a few spots left." This can encourage visitors to take action and register for your event sooner rather than later.

  5. Include a clear call-to-action: Make it clear what visitors should do next, such as "register now" or "reserve your spot." Use prominent buttons or links to encourage visitors to take action.

Writing persuasive copy takes practice, but by focusing on the benefits, using social proof, and creating a sense of urgency, you can create copy that persuades visitors to register for your event.

Keep the form short and sweet

When designing a landing page for a webinar or event, it's important to keep the registration form short and sweet. Visitors are more likely to complete the form and register for your event if it's easy and quick to do so.

Here are some tips for keeping your form short and sweet:

  1. Only ask for essential information: Only ask for the information that you need to register attendees for your event. Keep in mind that visitors may be hesitant to provide personal information, such as their phone number or address.

  2. Use dropdown menus or checkboxes: Instead of asking visitors to type out their information, use dropdown menus or checkboxes to make it easier and faster for them to complete the form.

  3. Use a progress bar: If your form has multiple steps, use a progress bar to show visitors how far they've come and how much more they need to do.

  4. Offer incentives: Consider offering an incentive, such as a discount or exclusive content, in exchange for completing the registration form. This can encourage visitors to complete the form and register for your event.

  5. Test and optimize: Test different versions of your form to see which one performs the best. Use analytics to track how many visitors complete the form and make adjustments as needed.

By keeping your registration form short and sweet, you can make it easier and more appealing for visitors to register for your event. This can help increase attendance and make your event a success.

Include social proof

When designing a landing page for a webinar or event, including social proof can be a powerful way to persuade visitors to register. Social proof is evidence that other people have benefited from attending your event or have had a positive experience with your organization.

Here are a few ways to include social proof on your landing page:

  1. Testimonials: Use quotes or testimonials from past attendees or industry experts to showcase the value of your event. Include photos and names to make the testimonials more personal and believable.

  2. Social media posts: Embed social media posts or reviews from Twitter, LinkedIn, or other platforms to show how others are talking about your event.

  3. Statistics: Use statistics or data to illustrate the success of past events or the impact your organization has had in the industry.

  4. Endorsements: If your event is sponsored or endorsed by a respected organization or individual, use their logo or name to build credibility and trust.

Including social proof on your landing page can help build trust with visitors and make them more likely to register for your event. Just be sure to use social proof that is relevant to your target audience and showcases the value of your event.

Use clear and prominent calls-to-action

When designing a landing page for a webinar or event, it's important to include clear and prominent calls-to-action (CTAs) that encourage visitors to register for your event. A call-to-action is a button, link, or message that prompts visitors to take a specific action, such as registering for your event.

Here are some tips for using clear and prominent calls-to-action:

  1. Use contrasting colors: Make your CTA button or link stand out by using a color that contrasts with the rest of the page. This can draw visitors' attention and make it clear what action they should take.

  2. Use persuasive language: Use persuasive language in your CTA, such as "Register now" or "Don't miss out." This can create a sense of urgency and encourage visitors to take action.

  3. Place your CTA above the fold: Place your CTA above the fold, which is the part of the page that is visible without scrolling. This can ensure that visitors see the CTA right away and make it easy for them to register.

  4. Use multiple CTAs: Use multiple CTAs throughout the page, such as at the beginning, middle, and end. This can make it easier for visitors to register and increase the likelihood that they will do so.

  5. Test and optimize: Test different versions of your CTAs to see which one performs the best. Use analytics to track how many visitors click on the CTA and make adjustments as needed.

By using clear and prominent calls-to-action, you can make it easier for visitors to register for your event and increase attendance. Just be sure to use language that is persuasive and create a sense of urgency to encourage visitors to take action.

Optimize for mobile devices

When designing a landing page for a webinar or event, it's important to optimize the page for mobile devices. With more and more people accessing the internet on their smartphones and tablets, it's crucial to ensure that your landing page looks and functions well on smaller screens.

Here are some tips for optimizing your landing page for mobile devices:

  1. Use a responsive design: Use a responsive design that adjusts the layout and content of the page based on the screen size. This can ensure that your landing page looks good on any device.

  2. Keep the page simple: Simplify the design and content of your landing page for mobile devices. Use fewer images and text, and make sure that the page loads quickly on mobile connections.

  3. Use large fonts and buttons: Use large fonts and buttons that are easy to read and tap on smaller screens. This can make it easier for visitors to navigate and interact with your landing page.

  4. Test on different devices: Test your landing page on different devices, such as smartphones and tablets, to ensure that it looks and functions well on each one.

  5. Use analytics to track performance: Use analytics to track how many visitors access your landing page on mobile devices and how they interact with it. This can help you make adjustments and optimize the page for better performance.

By optimizing your landing page for mobile devices, you can ensure that your event is accessible and appealing to a wider audience. Just be sure to keep the design and content simple and test the page on different devices to ensure that it looks and functions well on each one.

A/B test your landing page

When designing a landing page for a webinar or event, it's important to ensure that it's effective at converting visitors into registrants. One way to do this is to A/B test your landing page. A/B testing involves creating two versions of your landing page and testing them against each other to see which one performs better.

Here are some tips for A/B testing your landing page:

  1. Determine what to test: Identify which elements of your landing page you want to test, such as the headline, copy, images, or calls-to-action.

  2. Create two versions: Create two versions of your landing page, with one element changed between them. For example, you could create two versions of the headline, with one version using a different wording.

  3. Split traffic evenly: Split traffic evenly between the two versions of the landing page using a tool like Google Optimize or Optimizely. This ensures that each version receives an equal number of visitors.

  4. Track results: Track the results of your A/B test using analytics. Look at metrics like conversion rate, bounce rate, and time on page to see which version of the landing page performs better.

  5. Make changes and retest: Once you have identified a winner, make changes to the losing version and test again. This can help you continually improve the performance of your landing page.

By A/B testing your landing page, you can identify which elements are most effective at converting visitors into registrants. This can help you make data-driven decisions and optimize your landing page for better performance over time. Just be sure to track your results carefully and make changes based on what you learn from your tests.

Follow up with registrants and attendees

Designing a landing page for your webinar or event is just the first step. To ensure a successful event, it's important to follow up with registrants and attendees.

Here are some tips for following up with registrants and attendees:

  1. Send confirmation and reminder emails: Send confirmation emails when someone registers for your event and reminder emails leading up to the event. This can help keep the event top of mind and ensure that people don't forget to attend.

  2. Provide valuable content: Provide valuable content to registrants before and after the event. This can help build anticipation for the event and keep attendees engaged afterward.

  3. Collect feedback: Collect feedback from attendees after the event. This can help you understand what worked well and what could be improved for future events.

  4. Nurture leads: If the event was designed to generate leads, be sure to follow up with those leads after the event. Nurture them with valuable content and personalized follow-up emails to keep them engaged.

  5. Offer recordings or replays: If you recorded the event, offer recordings or replays to those who registered or attended. This can help extend the reach of your event and provide value to those who couldn't attend in person.

By following up with registrants and attendees, you can build stronger relationships with your audience and increase the likelihood that they will attend future events. Just be sure to provide valuable content, collect feedback, nurture leads, and offer recordings or replays to ensure that your event has a lasting impact.

Over to you

Designing a landing page for a webinar or event is a critical step in ensuring a successful event. To create an effective landing page, you should first determine your goal and target audience, and then craft a compelling headline and use visuals to grab attention. You should also write persuasive copy, keep the form short and sweet, include social proof, use clear and prominent calls-to-action, optimize for mobile devices, and A/B test your landing page.

Finally, to ensure a successful event, you should follow up with registrants and attendees by sending confirmation and reminder emails, providing valuable content, collecting feedback, nurturing leads, and offering recordings or replays. By following these tips, you can create a landing page that effectively converts visitors into registrants and ensures a successful event.

Want to personalize your landing pages for better conversions? Try Markettailor for free.


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