The best landing pages I’ve seen present a concise expression of the webinar’s purpose/content. What I mean by that is that the author takes the trouble to convey “why you should register” without swamping the reader with too much information. After all, the point of the email invitation was to do the informing, right? The point of the landing page is to concisely restate the value proposition for the prospect, reinforce the reasons for registering, and then get them registered!
Now, clearly, if you don’t consume your prospect’s available attention span with too much additional, or restated, information, you can secure enough of their time to ask a couple of questions designed to obtain pre-event intelligence for you that will be used to inform or adjust your invitation strategy and even fine-tune the presentation itself. Good questions are How did you learn about this webinar? or What would you like to learn from this webinar? You’d be surprised at the answers you get, whether you ask your registrant to choose from a list or provide free-form comment. And these answers, as I said, can be crucial to assuring you meet your audience’s expectation of the event as well as to change your invitation content or strategy to achieve optimal registration.
Next, be sure to use a registration engine that allows you to use color and images on your landing page. Just like your invitations or, for that matter, anything we read, using multiple colors, bolding, italicizing, and imagery, makes the content more inviting. And, of course, do this sparingly because, as we all know, the white space around the content is very important for “framing” your text and focusing the observing eye on the words you want them to read,.
While I’m on the subject of registration engine and webinar platforms, make sure, too, that you can send reminders to registrants, thank you’s to both registrants and attendees, and capture analytics and metrics in a meaningful way to drive maximum value from this, and future, events