Let’s start first with a definition of a landing page. A webinar landing page (also known as a webinar) can be described as a unique web page that appears in response to clicking on an online link or advertisement. The landing page typically displays targeted copy that is a logical extension of that link or ad. This is a good starting point for us, as a webinar landing page is a logical extension to an email marketing campaign call-to-action, social media marketing campaign, or link on a site. web, a PPC campaign, etc.
Your B2B webinar landing page should capture the attention of the visitor who has landed on the page and quickly convey or provide the benefit of the webinar to optimize the likelihood that the visitor will actually register for the webinar. There are several approaches to help ensure this happens, including incentives such as giveaways (a white paper), lotteries (two iPods will be given away), and educational content. There are 5 important tips to keep in mind when creating a landing page:
1. Make it easy to understand
A few sentences and 4-5 bullet points should be enough for most webinars. Bullet points are particularly effective for quickly conveying the gist of your webinar. Think of your webinar landing page as your webinar keynote. You’re in an elevator and you have 30 seconds to convince a really hot prospect why they should come to your webinar. Make your webinar “presentation” easy to understand and make sure it’s delivered quickly. It all starts with the title of the webinar. Title creation is as much an art as it is a science. Refrain from long, wordy, or complex titles and try to simply convey what they will learn in your webinar.
2. Keep it concise
If you write like William Faulkner, or think you do, using long compound, complex, highly descriptive sentences, webinar landing pages are not the place for your pitch (surely you could have made this sentence more concise). Get your webinar message across with a concise title, a few sentences, and a few bullet points, and keep it succinct. A brief glance should allow a prospect to understand what you will be presenting and why it is important to them.
3. Incorporate your Branding
Add your logo and tagline to your landing page. Keep it consistent and take advantage of your business and website colors and theme. In doing so, make sure your webinar content is clear, concise, compelling, and easy to digest for your potential registrants. Remember, the landing page experience is first and foremost about them.
4. Make it professional
The webinar registration page should look professional and representative of your organization. The format and topic should reflect the type of webinar that will be presented. Choose or design a layout that will appeal to those considering joining your presentation. Mark the theme and didactic content. Look at the landing page and the actual webinar as if it were a restaurant. The restaurant’s sign might say “Fresh Local Seafood Nightly” (your subject line and webinar title), the menu might describe your style of cooking (Cajun and Creole), and list the 5 types of fish served (content and bullets). Once inside, the atmosphere and service would be representative of your actual webinar. Your attendees should leave the webinar feeling that your restaurant sign, menu, and actual dining experience were positive and professional, and that the fish delivered was prepared as promised and delivered promptly.
5. Limit required registration fields
In theory, the more fields required (company name, registrant name, email, phone, city, state, zip code, reason for support, etc.), the more you’ll learn about your prospects. However, more fields often equal fewer registrants. I suggest you start with fewer fields and add more over time, as your webinar series gains momentum, credibility, and loyalty. Focus on the things that are really important to you, which is forcing a visitor to sign up first and foremost. The prospect’s profile is important, although landing page visitors are more likely to be on the profile if your email marketing, social media marketing, and PPC campaigns were targeted correctly in the first place. If you need a qualifying question, qualifying for example when and if they might buy your type of solution, limit it to one question and make it a simple dropdown answer. Less is often more, and this is certainly the case with webinar landing page registration fields.
conclusion
If I were to offer Tip #6, it would surely be to professionally deliver on the promise of your B2B webinar with quality content and insight to be considerate of attendees’ time. Make sure your email marketing or social media marketing offer closely matches your landing page and the actual content delivered and that your webinar format is concise and informative. For B2B-oriented businesses, a simple and professional webinar landing page is a preeminent precursor to a professional webinar experience. For B2B companies, unlike B2C companies, it is very important that the landing page and webinar be educational rather than promotional.