5 key landing page optimization tips for B2B webinars

First, let’s start with a definition of a landing page. A webinar landing page (also known as a web seminar) can be described as a single web page that appears in response to clicking an online link or advertisement. The landing page usually displays a targeted copy that is a logical extension of that link or ad. This is a good starting point for us, since a webinar landing page is a logical extension of a call to action from an e-marketing campaign, a social media marketing campaign, or from a link on a website, PPC campaign, etc.

The landing page of your B2B webinar should capture the attention of the visitor who arrived 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 making sure this happens, including incentives such as giveaways (a white paper), raffles (two iPods are 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 or 5 bullets should suffice for most webinars. Bullets are particularly effective for quickly conveying the essence of your webinar. Think of your webinar landing page as your webinar elevator pitch. You’re in an elevator and have 30 seconds to convince a really important prospect why they should attend your webinar. Make your webinar “pitch” easy to understand and get it across quickly. It all starts with the title of the webinar. Title creation is both an art and a science. Avoid long, wordy or complex titles and try to simply convey what they will learn during your webinar.

2. Make it concise

If you write like William Faulkner, or think you do, use long, compound, complex and highly descriptive sentences, webinar landing pages are not the place for your discourse (I certainly could have made this sentence more concise). Convey your webinar message with a concise title, a few sentences, and a few bullets, and keep it concise. A close look should enable a prospect to understand what you are about to present and why it is important to them.

3. Include your branding

Add your logo and tagline to your landing page. Make it consistent and use the colors and theme of your company and website. In doing so, ensure that your webinar content is clear, concise, compelling and easy to assimilate for your potential registrants. Remember, the landing page experience is first and foremost about them.

4. Make it professional

A registration page for a webinar should come across as professional and representative of your organization. The format and theme should match the type of webinar being presented. Choose or design a layout that will appeal to those considering participating in your presentation. Make the topic and content educational. Look at the landing page and the actual webinar as you would think of a restaurant. The restaurant’s sign might say “Fresh local seafood every night” (your subject line and webinar title), the menu might describe your cooking style (Cajun and Creole), and list the 5 types of fish served (contents and bullet points) . Once inside, the ambiance and service would be representative of your actual webinar. Your participants should leave the web seminar feeling that your restaurant signage, menu and actual dining experience were positive and professional, and that the fish delivered was prepared as promised and delivered promptly.

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5. Narrow down the required registration fields

Theoretically, the more fields required (company name, registrant name, email, phone, city, state, zip code, reason for joining, etc.), the more you’ll learn about your prospects. However, more fields often equate to 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 really matter to you, which is what drives a visitor to register in the first place. Prospect profile is important, although landing page visitors are more likely to be in profile if your e-marketing, social media marketing, and PPC campaigns were well-targeted in the first place. If you need a qualifying question, such as when and if they might buy your type of solution, narrow it down to one question and make it a simple drop-down list. Less is often more, and this is certainly the case with webinar landing page registration fields.

Conclusion

If I were to give Tip #6, it would definitely be to professionally deliver on the promise of your B2B webinar topic with quality content and understanding to accommodate the time of the attendees. Make sure your e-marketing or social media marketing offering closely matches your landing page and the actual content delivered, and that your webinar format is concise and informative. For B2B oriented companies, a simple and professional web seminar landing page is the precursor to a professional web seminar experience. For B2B companies, unlike B2C companies, it is very important to make your landing page and webinar educational rather than promotional.