Anatomy of the Perfect Webinar Registration Page - GoToWebinar


When it comes to webinars, registrations are what really count. Your boss isn’t going to be impressed you scored the top influencer as a panelist. No one will care if your content is world-class or your slides are beautifully designed. None of it matters unless you get people (and I mean a lot of people) to register.

Luckily, optimizing your webinar registration page is one of the easiest things you can do that will have a huge impact on success.

While it’s a good idea to follow general landing page best practices, these nine tips are especially effective at boosting webinar registrations:

1. Use form fields strategically

The general rule of thumb: the fewer fields the better. Don’t scare off potential registrants by asking a million questions. With that said, I understand you need certain information if you have any hope of converting those leads into customers down the road.

So think about what stage of the buyer journey your webinar is targeting. For top-of-the-funnel webinars, consider limiting your fields to name and email address. If you’re really daring, just ask for email. When you’re trying to attract a wide audience and drive the first touch, it’s worth sacrificing a few fields to get your foot in the door. Once you have an email address, you’ll have plenty of opportunities to get additional information the next time they interact with your company.

This works especially well if you’re already using progressive lead profiling. That way, every time a prospect fills out a new form, they’ll be presented with new form fields until you have all the information you could ever want.

2. Add a video

Video has become one of the best ways to engage and educate consumers, so why not use videos on your registration page?

Take a look at this video we created for our recent webinar, Why the Best Webinars Use Video to Promote and Engage.

Including videos on landing pages has been shown to boost conversion rates by as much as 80%. They’re an effective way to give your audience a sneak peek into your webinar without overloading them with text. Plus, it’s easier to elicit an emotional response and action when you have the benefit of sound and visuals.

3. Highlight the benefits

When writing landing page copy, it’s easy to just summarize your webinar content in a few bullet points. But that’s not compelling, and it won’t convert. Your landing page copy should highlight the benefits of your webinar and why people should register. What’s really in it for them? A webinar with information available in any blog post won’t cut it.

4. Go light on the copy

If you include too much copy, people won’t read any of it. Concentrate your efforts on a compelling webinar title/headline, and distill the major benefits into a few bullet points.

And never give too much away. There’s a reason people just can’t help clicking on link bait. Tease your audience with your landing page content so they can’t help but register to learn more.

5. Create Urgency

Use language that makes it clear why your audience needs to register for your webinar now. Maybe you’re presenting in-depth information they can’t get anywhere else. Maybe you’re hosting a Q&A with leading experts audiences wouldn’t have access to otherwise. Whatever your webinar offers, express why your audience can’t afford to miss it.

Depending on your goals, you may even want to limit attendee seats. Limiting attendees can actually drive more registrations because the exclusivity adds perceived value.

6. Don’t forget to say thank you

Once people register, confirm their registration with a “thank you” page or pop-up (in addition to the confirmation email). But the “thank you” page should be more than a throw-away dead end. This person has expressed interest in your webinar topic and your company. Keep the conversation going by offering another resource or marketing asset related to the webinar topic. The longer you can keep them on your website exploring your content, the better.

7. Make the page easy to find

Don’t isolate your registration page so no one will ever find it on their own. Promote your upcoming webinars on your website and make sure visitors can easily navigate to the registration page.

Marketers often include webinars on their Events or Resources page. If you really want to increase webinar registrations, include a banner promoting your webinar on your website’s homepage. It’s a great way to take advantage of all that free organic traffic.

8. Design matters

Sometimes registration pages really get the short end of the stick when it comes to design. But these pages are just as critical as the rest of your website so put effort into the format and visuals. Here are a few basic design principles to keep in mind:

  • Imagery and the overall layout should point the eye towards the form
  • Use contrasting but complimentary colors
  • Everything important should be above the fold
  • CTAs need to stand out
  • Don’t forget the mobile experience

9. Include contact info

While the goal is to get people to fill out your registration form, you still want to include some way for people to contact you. By simply including your company phone number or email address, you build trust, and you never know when someone may want to reach out for more information about your product.

If your webinar is more like a multi-hour virtual conference, or it costs money to attend, people may have questions about the event before they are comfortable signing up. Don’t lose potential attendees just because they want more information before committing.

Ready to boost your registration rates? I think so! And hey, if you want to learn more about how video can dramatically improve webinar success, watch our on-demand webinar, Why the Best Webinars Use Video to Promote and Engage.