Marketing

8 Examples of Webinar Landing Pages That Convert & Tips to Create Your Own

Published on November 25, 2019 • Updated on January 10, 2023 • About 10 min. read

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Webinars are a bit like parties. You put all that effort in and then only half the people you invited show up. But with webinars the stakes are higher — you’re looking for those juicy leads to increase revenue and grow your business.

People are busy and the webinar stage is crowded. So how do you stick out? It all starts with your webinar landing pages.

In this article, you’ll get our top tips for creating landing pages that convert. Plus, you’ll see how to put them into practice with some recent examples from big brands.

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Webinar Promotion Handbook
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Webinar Promotion Handbook

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Table of contents

  • How to create a webinar landing page that converts new customers
  • 8 Webinar landing page examples to inspire you
  • The secret sauce for high-converting webinar landing pages
  • Frequently asked questions about webinar landing pages

How to create a webinar landing page that converts new customers

According to research by ON24, 89% of marketers say that webinars are their top digital channel for creating qualified sales leads. They also say that 66% of sales teams prioritize leads that come from webinars. These are the clear benefits of a webinar you’ll see if you wow customers with your landing page.

  1. Avoid common mistakes
  2. Optimize your CTAs
  3. Refine your form fields
  4. Communicate your brand
  5. Fine-tune your content
  6. A/B test your landing page

1. Avoid common mistakes

Boost your webinar attendance by avoiding these common mistakes:

  • Selling the wrong thing. People aren’t interested in hearing about your shiny new product or a dry list of features. Focus on the value the audience will take away from the webinar and they’re far more likely to attend.
  • Putting important information after the fold. People don’t have the patience to scroll down an entire page to get to the body text. Make sure the key details of the event are displayed prominently near the top of the page.
  • Forgetting the fun. A dry landing page isn’t going to inspire anyone to sign up for your webinar. Keep things upbeat and fun with your design, images, and tone of voice.
  • Leaving out photos and bios of speakers. Not only should you (briefly) explain who the speaker is and why people would want to hear them speak, but a picture of your speaker will make them more approachable and interesting.
  • Forgetting mobile. According to market research by Statcounter, 52.5% of web browsing is now done on mobile devices. To broaden your reach, make sure you optimize your landing page design for both desktop and mobile.
  • Not following up. On average, only 53% of registrants will attend your webinar, research from ON24 suggests. With free automated webinar software like Livestorm, you can automatically send reminder emails to registrants to boost your digital marketing strategy.
Livestorm settings with automatic email marketing options.

2. Optimize your calls to action (CTAs)

The CTA on your webinar landing page is the button that converts a potential attendee into a registered attendee so make it as eye-catching and appealing as possible.

Your color choice is crucial because different colors transmit different feelings, which is backed up by research from the American Psychological Association.

Red can suggest passion or boldness but green is often associated with balance or growth. Choose the color that best aligns with your brand and webinar topic. It’s best to use brighter color shades to keep things positive and make CTAs stand out.

The CTA text itself should be catchy and non-generic. For example, would you rather click on a button that said “Sign up here” or “Join the fight!”? Give your CTA prominence on the page and if there’s a scroll be sure to add a second CTA at the bottom.

3. Refine your form fields

It’s tempting to get as much data from attendees as possible, but less is more when it comes to form fields. Too many fields will put people off and they’ll abandon the process. Stick to the basics and ask for their full name, email, and company.

After you’ve got all this data, follow webinar best practices and put it to good use. With webinar software like Livestorm, you can export this attendee information or sync it with your CRM to chase potential leads.

4. Communicate your brand

Make sure the design of the landing page reflects your brand and is clean and attractive. Livestorm has a Custom Design plugin integration that allows you to change the background colors and font styles to match your brand. The landing page builder plugin also lets you add company logos and imagery to communicate your brand and keep things visual.

Livestorm webinar landing page design settings.

5. Fine-tune your content

Your written content needs to be easy to read and compelling so you should:

  • Cater to how your target audience speaks and what they’re motivated by
  • Write a strong, short, and catchy header
  • Don’t presume your market position, sell your credibility and expertise
  • Keep your body text short and use bullet points
  • Use simple language and avoid technical jargon
  • Make use of an active voice over the passive
  • Create fear of missing out (FOMO) with a countdown timer or by showing available seats

6. A/B test your landing page

Start an A/B test by deciding what you want to test. For example, when using Livestorm to create your landing page, you can change the color (and text) of your CTA button. So, you could try out different CTA button colors in your A/B test. In this case, let’s say your metric is the number of people who press the CTA to register.

To run an A/B test, you randomly present two different versions of your page to visitors so some will see one version of your CTA (with a red button) and some will see another (with a blue button). From running this test, you can see which version of the page is more successful and make that the definitive version.

Webinar Promotion Handbook
Webinar Promotion Handbook Ebook Cover
Ebook Ebooks

Webinar Promotion Handbook

Everything you need to promote your webinars and increase attendance.

Download

8 Webinar landing page examples to inspire you

To give you a better idea of how to create a webinar landing page that converts we’ve chosen eight real examples to analyze.

1. Livestorm: 5 Personalization Tactics to Increase Webinar Attendance

Example of a webinar landing page from Livestorm with social media links.

Why it works

  • This page clearly states what’s in it for you — ways to improve webinar attendance — and caters directly to the target audience.
  • The body text starts before the fold, making you want to scroll to find out what the rest says.
  • The use of emojis makes for a more accessible, appealing tone.
  • The speakers are listed along with their headshots and titles which gives extra context and information.
  • The body text is short, informative, and uses bullet points.
  • The CTA is front and center.
  • The page has prominent social media links to encourage people to share the event on sites like LinkedIn.
  • It has a good webinar title example that’s catchy and simple.

What could be better

  • The blue CTA doesn’t stand out enough from the blue background.

What to A/B test

  • We could test a version with fewer form fields, down from the current six to three or four.
  • The CTA text is good but more adventurous alternatives could be tested.

2. OpenUp: Discover your values

Webinar landing page example from OpenUp, a mental health platform.

Why it works

  • The page has a bright, attractive look and the photo of a smiling person is inviting and conveys positivity.
  • It uses the color green to suggest growth and restoration, concepts that align perfectly with the mental health focus of the brand.
  • The body text speaks directly to the reader in language they understand.
  • The heading draws in the reader with its invitation to “discover your values” and is short.
  • There are only three form fields, one of which is multiple choice.
  • The CTA is a bright color and stands out.

What could be better

  • The page is missing information about the speakers.
  • Potential attendees have to scroll to the bottom of the page for the CTA.

What to A/B test

  • A version that replaces one of the body text paragraphs with bullet points.

3. IBM: Deploy trusted and efficient AI solutions to simplify lifecycle management to accelerate time-to-value

Example of a landing page from IBM with a countdown timer

Why it works

  • This page makes good use of a countdown timer to build anticipation for the event.
  • The body text speaks to what motivates the target audience.
  • The text is written in active voice.
  • The body text begins before the fold, making you more likely to scroll down and read the rest.
  • Expertise is clearly established by the bios of the speakers.

What could be better

  • There are eleven form fields, which will put a lot of people off.
  • The text and design are too dry, there’s no sense of fun.
  • The heading is overlong and uses complicated language.
  • You have to scroll to see the CTA.

What to A/B test

  • A version of this landing page that focuses less on the product and more on the value for the attendee.
  • We would test a version with photos of the speakers.
  • A version with a shorter body text.
  • Another version with less technical jargon.

4. Slack: Admin Roadmap Preview

A landing page from Hubspot about building sustainable communities, showcasing multiple CTAs.

Why it works

  • The body copy is short but sweet and uses bullet points to great effect.
  • The text speaks directly to the target audience, clearly stating who it's best for and what they’ll learn.
  • The use of yellow/orange speaks to their brand image and gives off a warm but spontaneous feeling.
  • The writing style is informal and uses an active voice.
  • The purple CTA stands out really well against the white background.

What could be better

  • There’s no information on who will be speaking.
  • The CTA is at the bottom of the page.
  • There are too many form fields.
  • The CTA text is too generic.

What to A/B test

  • A catchier title to draw people in.
  • Less generic CTA text to make potential attendees more likely to click.
  • Adding the Slack logo to create a stronger brand presence.
  • A version with a countdown timer or visualizing the number of places left.

5. HubSpot: We All Want to Belong: Building a Successful, Sustainable Community

A landing page from Hubspot about building sustainable communities, showcasing multiple CTAs.

Why it works

  • The color scheme matches the brand perfectly and logos are prominently displayed.
  • Photos of the guest speakers are at the top of the page, which creates an inviting and personable feeling.
  • The body text speaks to the audience’s motivations and tells them what they’ll get out of the event.
  • The body text is short and broken up well.
  • There’s a second CTA placed after the scroll.
  • Form fields are kept to a minimum.

What could be better

  • The CTA is plain text, instead of a colorful button that sticks out.
  • The CTA text isn’t distinctive enough.

What to A/B test

  • The title is catchy but it’s worth trying a shorter version.
  • A version with bullet points of what attendees will take away.
  • Bigger body text font so it’s easier to read.

6. Salesforce: Marketing Cloud Account Engagement Product Roadmap

An example of a webinar landing page from Salesforce that uses headshots to great effect.

Why it works

  • The page has a clear explanation of who’s speaking and well-positioned photos.
  • The central image is attractive — it’s bright and uses a simple illustration — and includes the company logos.
  • The CTA is clearly positioned before the fold.
  • The language used is clear and speaks to potential attendees.

What could be better

  • The CTA text isn’t very inspiring.
  • The heading is a little clunky and dull.
  • The CTA color looks like the default option, it doesn’t match the brand or stand out.

What to A/B test

  • The value proposition is mentioned but at the very end, we’d try switching it around.
  • A version with fewer form fields.
  • Another version of the body text with bullet points of key takeaways.

7. Frame.io: Video Production and Post at the Same Time

A Frame.io webinar landing page with a long registration form.

Why it works

  • The body text is concise and uses bullet points to detail what the audience will get out of it.
  • The body text starts before the fold, enticing readers to scroll down.

What could be better

  • It could do with some more images and personality.
  • The company logo is missing.
  • The CTA button is a template with uninspiring text.
  • There are far too many form fields to fill out.

What to A/B test

  • We’d test a version with something like a countdown timer to help build buzz.
  • A version with a photo of the speaker to make the page more personable.
  • Another version with the registration form behind the CTA.
  • A more conversational tone that speaks more directly to the audience.

8. Atlassian: Agile Planning with Atlassian Premium

A webinar landing page from Atlassian with a bright call to action that stands out.

Why it works

  • Considering the technical topic the body text is simple to read.
  • Includes details about the speakers alongside photos.
  • The body text talks about the challenges facing the target audience and shows how the event will help them solve them.
  • A bright CTA that gets the visitor’s attention.
  • The mention of the “Product experts behind Jira Software, Confluence, Jira Service Management, and Trello “ does a great job of selling expertise in the field.

What could be better

  • The body text doesn’t start until after the fold so readers have little reason to keep scrolling.
  • Aside from the speaker photos the page doesn’t have any interesting imagery.
  • The company logo is missing.
  • You have to scroll down for the CTA. Given that it’s a long page, it should have a second CTA at the bottom.
  • The body text is written in the passive voice which makes it less engaging.

What to A/B test

  • We’d test a version that makes more use of the horizontal space to shorten the page.
  • A version with fewer form fields.
  • Another version of the heading to make it more catchy.
  • A more condensed version of the body text.

The secret sauce for high-converting webinar landing pages

Whether you’re planning a live or on-demand webinar, getting customers to attend can be a challenge. Apply these simple tips to your landing pages and you’ll start to see results:

  • Make your CTAs stand out
  • Include your company logos, imagery, and color scheme
  • Make sure your body text is short and snappy
  • Keep it visual and appealing
  • Clearly communicate the value proposition
  • Keep form fields to a minimum
  • Explain who the speakers are and include their photos
  • A/B test the design

The more customizable your landing pages, the easier these tips are to implement. So use a platform like Livestorm that has webinar landing page templates you can modify to fit your brand voice.

Frequently asked questions about webinar landing pages

What are a few essential elements of the landing page?

A few essential elements of the landing page include:

  • Heading
  • CTA
  • Body text
  • Field forms

How do you promote a webinar?

You promote a webinar by clearly advertising it on your website and sending out well-timed promotional emails. You should also pay special attention to your landing page and share the event on social media.

How do I brand my webinar registration page?

You brand your webinar registration page by using a webinar platform like Livestorm that allows you to add your logo and imagery to a customizable template.

Webinar Promotion Handbook
Webinar Promotion Handbook Ebook Cover
Ebook Ebooks

Webinar Promotion Handbook

Download