When you set up a landing page the right way, it motivates customers to take a crucial step.
That may include downloading a free eBook, subscribing to your newsletter, purchasing your product, booking an appointment, or registering for your event.
A landing page is the first thing visitors see before deciding to interact with your brand any further.
The purpose of a landing page is to convert. For instance, your homepage can serve as a landing page if you create it to boost conversion.
If you’re planning a webinar or other virtual event, then the goal of your landing page is to drive attendance.
So, how do you create a highly converting landing page for your event?
Craft a Compelling Offer
People are busy, so they will need a good reason to attend your event. Even if it’s a free webinar, the attendees need to sacrifice their time to participate.
That’s why you need to create an attractive offer to motivate people to sign up. Remember, before signing up for any event, people will ask themselves, “What’s in it for me?”
So, while creating the offer, ensure it addresses the audience’s pain points, and provides an answer to their questions.
In other words, ask yourself what would entice people to attend your event. What knowledge will they gain?
Craft your offer in a straightforward manner and steer clear of any technical jargon or confusing phrases in your text.
Here’s a good example from ConvertFlow:
As you can see, visitors don’t have to guess much to know what the event is all about.
The goal of the event is clear: to increase sales and grow an email list, faster.
In this case, not only do the visitors understand the purpose of the event, but they can also tell how they would benefit from attending.
Stop for a minute and think about your event’s value proposition. Make sure to include it in the event headline, as that is what visitors will see as soon as they land on your page.
Include All the Relevant Details
Other than making your offer compelling through the headline and supportive text, you also need to include all the relevant details.
Sure, after reading the headline, visitors may develop an interest in your event, but they won’t actually attend it if you leave out essential details.
Here is the information you should always include.
Date, Time, and Venue
When selecting a date for your upcoming event, you want to ensure it doesn’t coincide with another similar event in your industry.
If you do this, you risk losing most of your guests who have no choice but to choose between the two events.
Besides, keynote speakers may be booked for the other event, leaving you with limited options. You don’t want to end up being the guest speaker yourself, just because the expected speaker couldn’t make it.
That said, if you’d like famous speakers to grace the event, be sure to check if their schedule aligns with your dates.
Additionally, avoid religious or state holidays, as such dates might conflict with your potential guests’ personal obligations or interests.
The venue is equally paramount. If it’s a virtual event, then, of course, you’ll have to choose a reliable webinar platform. In that case, you should leave a link for people to register and book a spot.
However, if you’re looking for a physical venue, it’s important to choose a place that’s easily accessible, with adequate parking, sufficient capacity, desired amenities, and tone.
Speakers or Presenters
Speakers are an essential part of your event strategy, which is why you should always include their names, bios, and photos. You want to choose industry experts, so you can pique the interest of guests.
Remember to include the topic(s) each speaker will cover and let the topic align with the speaker’s area of expertise.
While the where, when and who of your event are a must, there are certain other details your landing page can benefit from.
- Social Proof – Do you have testimonials from previous attendees who liked your events? Include them on your landing page. Research by Hubspot shows that 71% of millennials rely on online recommendations when making a purchase.
- Past event recordings or snippets – You want to attract as many new guests as you possibly can and including previous recordings or snippets might just do the trick.
- Pricing transparency – Have you ever received an email that says you should register for a free event, only to be greeted with a price tag after all? You want to avoid this mistake by being honest about the pricing right off the bat.
- Live-chat support – You might include all the relevant details on your event landing page, but people will always have a question or two. Make it easy for anyone to contact you by including a live chat option.
Including these details will increase your credibility, but make sure you don’t go overboard.
Add a Strong and Clear CTA
A call to action is one of the most important elements of a highly converting landing page. It encourages your visitors to act.
Specifically, you’d like people to register for your virtual event or purchase the event tickets. Make this clear in your CTA so your visitors don’t have to look for it on their own. The last thing you want is to make people work to give you their money or time.
Here’s how you should craft the CTA.
- Make it big so it stands out from the rest of the copy and gets someone’s attention quickly.
- Make the text compelling. Avoid using bland words, such as ‘submit’. Instead, use something persuasive, exciting, and explosive. Examples of words to use in your CTA copy are “Sign up FREE”, “Get started”, or “Grab your ticket!”
- Use a button. People expect a call to action to have a button, so you don’t need to reinvent the wheel. Go with what has already been tried and tested.
- Use a contrasting color. Your company has a specific color scheme that runs through your website. However, when creating a CTA button, give it a contrasting color. Make it difficult to ignore.
Here’s an example from Microconf.
As you can see, the CTA button is not only big but also contrasts with other colors of the page, making it impossible to ignore
Showcase Your Event Team
Expertise is among the most important selling points of a virtual event.
People interested in attending online events are often looking for knowledgeable speakers who can help them fix a problem. That’s where expertise comes in handy.
That said, your landing page should include the names and job titles of your speakers. If possible include a link to the full profile of each speaker so interested visitors can check it out.
Here’s an example from Digital Summit. They’ve listed four of their speakers and the names of their organizations. There’s a link to the full list of their speakers and details of where they work:
While this landing page doesn’t provide a full profile of the speakers, it achieves the same result by providing the name of the company where the speakers work.
Setting up a landing page that converts involves some work. Just include all the necessary details on the page, add a powerful CTA, and a compelling copy for your event to attract a ton of guests.
Heather Redding is a content manager for rent, hailing from Aurora. She loves to geek out writing about wearables, IoT and other hot tech trends. When she finds the time to detach from her keyboard, she enjoys her Kindle library and a hot coffee. Reach out to her on Twitter.
I'm SEO specialist and certified Adwords consultant. I have been working in Search Engine Marketing for over three year. In addition working in SEO, I love writing about the subject and contributing to forum discussion in forums about various aspects of Search Engine Optimisation from link building to content development. Read more about me here