Writing a good webinar doesn't have to be complicated. In fact, it's not too different from a good presentation - the goal is to create a connection with the audience and get your point across.
Still, plenty of presenters get confused by the format. This is brand new technology for a lot of people, and you might think you need a brand new approach to match. The truth is, if you can give a presentation, you can host a webinar.
But you want your webinar to go off without a hitch. And even better, you need your audience to leave having learned something valuable.
Here are six things you need to keep in mind if you want to do this well:
Every good piece of content should start with a goal or purpose. If you don't know how you want the audience to respond, it's hard to create anything effective.
Before writing your webinar slides, think about what you're trying to achieve in the first place. Is this a product demo, an interview, or are you trying to generate new leads? And more importantly, what should your audience do once the webinar ends?
The most powerful webinars usually help users solve a particular problem. This could be a problem they might be having with your products, or a bigger picture problem in their business.
Make sure you identify the problem or point you're trying to get across, and refer to it often throughout your presentation. By the end, you should have given the viewer everything they need to go out and fix that same problem themselves.
By focusing on an issue, you give your presentation a clear narrative and appeal directly to the viewer. This makes a far bigger impact than a collection of pretty slides.
Webinars are a visual format, and your keynote needs to look good. You definitely don't need to be a graphic artist, but an ugly presentation can quickly put people off.
Your visuals should also match your presentation style, and the purpose of the presentation. Are you funny and entertaining, or is it more important that you seem professional and serious?
And you don't have to create them yourself. There are plenty of good free Keynote and Powerpoint templates that'll make you seem like a design pro. And we've even designed a free webinar template that you can use.
When in doubt, keep the design simple. Viewers won't worry about a slightly boring visual design. But they will notice if it's messy or hard to understand.
Then just a few images to illustrate key points, and you have everything you need.
Ever got to the end of a presentation, and completely forgotten how it began? Even worse, have you forgotten what the person was speaking about just five minutes ago?
This is a common issue. Speakers often try to cram in as much information as humanly possible, thinking that this makes their talk more impressive.
In fact, it completely kills any impact they were hoping to have. If a viewer can't summarize your presentation easily once it's finished, you may as well not have bothered. All of those facts and figures are now completely useless.
Tip: The best presentations follow the Rule of Three - they have three key points to get across. Do this, and you make your speech easier to follow and remember for the audience.
So when you're writing your presentation, try to think of three main points that you want the reader to remember. Introduce these at the beginning, then build a section for each, then repeat them at the end.
Plus, when you're clear and concise it makes you seem more in control, with a better grasp on the subject matter. And since we mentioned concise...
A long webinar keynote is almost always going to be boring. That's true whether you're discussing the latest trending topics or giving a practical product walkthrough.
People are there for the information you've offered to provide. And if you can give this in 30 minutes instead of an hour, that's a big win!
But it's not just the running time that needs to be short. You keynote also needs to contain short sentences that can be read at a glance. You're going to be talking anyway, and there's no point if the audience has to read every word themselves.
Finally, try to limit the total number of slides. Even if you're moving through them quickly, too many can feel like you're losing direction.
You're only making three points anyway, so this should be easy!
Another key to preventing boredom is to give the audience chances to participate. Webinar software is so good now that you can easily collaborate with your viewers, no matter where they are in the world.
And it doesn't take much to make people sit up and pay more attention. Here are a few easy ideas:
Just remember, this isn't the first webinar that most of your viewers have attended, and there will be plenty more. So anything you can do to make the experience a little more personal makes a big difference.
Your webinar slides are likely going to be displayed on shared screen. Since nobody can click on or alter them, there's no reason to include links, right?
True, but this isn't the only time that people will see those slides. They're going to ask for a copy - someone always does. And if that's the case, you can make the slides more valuable to them with links to important resources.
From the beginning, write your presentation with the intention of giving it to the audience at the end. Include links to resources - including ones that promote your own brand! Remind them that you'll send the slides, and point out those important links so that they won't forget.
Also include the most urgent links in the webinar chat during the session. You don't want people to leave, but they'll be able to open these pages immediately and then visit them once you've finished talking.
But don't overdo it. This is not an academic essay, and people mostly want hear from your experience. So don't worry about filling it with a million key stats. Just a few links to make the presentation more interesting (and to encourage viewers to look at your slides again).
Note: Some good webinar platforms even let you include clickable calls-to-action for your audience. Encourage viewers to take action while you have their attention, and then include links in the slides for those who may take action in the future.
If there's one key piece of information to take away, it's that boring webinars will hurt your business in the long run. You won't make any impact on audience, and they're unlikely to ever attend another one.
And it's actually pretty easy to keep webinars interesting. All you need is:
And of course, you'll need a good webinar tool to make all of this happen. Try Livestorm to make your next webinars more memorable.