How to Write a Webinar that Converts

Ian Pettit
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With the rise of video as one of the most dominant forces in marketing, it’s no wonder that businesses everywhere are finding ways to integrate video into their marketing campaigns. One of the most effective ways to use video to drive sales is through the use of webinars. Unfortunately, marketers sometimes get stuck wondering how to write a webinar that engages prospects and generates sales.

In this article, I will share with you the fundamentals of how to write a webinar. I will also show you some deadly mistakes to avoid, and what to do instead.

Before we begin, let’s take a look at some of the ways your business could benefit from using webinars in your marketing.

Why Webinars Are a Must-Have for Any Serious Marketer

A webinar is a diverse tool that can be used to produce a range of beneficial outcomes. You can host a webinar to help launch a new product, to demonstrate an existing one, or to gather important customer feedback.

The results you get will depend on the nature of the webinar, and how effectively it is written and presented. However, if you follow the steps outlined below, you can expect to see at least three major wins for your business:

1. Quickly Grow Your Email List

The first benefit you’ll see from launching a webinar is a large uptick in the number of prospects on your email list.

Since an email address is required to attend your webinar, all attendees will have to submit their contact information to join.

The result? You now have a newly minted list of emails, and know which lead magnet led them to opt in.

Just be sure to be up-front with your attendees that they agree to opt-in to your email list when they submit their contact information. Transparency builds trust, and trust is one of the most important buying factors for today’s consumers.

2. Build Brand Authority

The second way that webinars can benefit your company is by helping you establish brand authority.

You want your prospects to quickly associate your brand with emotions such as authority, trust, value, and honesty. This emotional connection to your brand is much more likely to win over customers than purely rational reasons.

"Your brand is what other people say about you when you’re not in the room."—Jeff Bezos

The key here is to present valuable, insightful information about your topic. This can be especially helpful if you are just starting out. However, this doesn’t mean that established businesses can’t benefit from using webinars in this way.

Done right, you will show your attendees that you know your subject inside and out. By showcasing your knowledge, you prove your expertise, rather than just talk about it.

3. Qualify Leads Automatically

A third advantage of using webinars is automated lead qualification. In fact, webinars are one of the most powerful lead qualification tools in your content marketing arsenal.

To be effective, your webinar should be tailored to a very specific audience. If an attendee doesn’t resonate with what you present, then odds are they wouldn’t be a good fit anyway.

By weeding out those leads that aren’t properly qualified, you can save countless hours on the phone that would otherwise be wasted.

Now that you have an idea of some of the benefits, let’s take a look at the basics of how to write a webinar that gets you the results you want.

How to Write a Webinar: The 3 Building Blocks

Before you begin to write your webinar, there is one thing you must get right:

You absolutely must choose a topic that captures the imagination of your target audience.

Your webinar topic needs to solve a specific problem or offer a specific solution that your target audience is craving. Let them know that you can solve a major pain point, and they will pay attention.

Not only should your webinar topic solve a specific problem for your ideal customer, but it also needs to have a headline that immediately hooks their curiosity. This is especially important in today’s market, where research shows that you have less than 8 seconds to capture your prospect’s attention.

To do this, your webinar headline should meet most, if not all, of the following criteria:

  • Promise to reveal an insider secret

  • Induce curiosity

  • Promise a desired outcome

  • Use specific numbers and statistics

By capturing your prospect’s attention with a powerful headline, you are much more likely to get them to sign up for your webinar. And after all, if they don’t register to watch it, it doesn’t matter how good the content is.

Before moving on with the next part of how to write a webinar, there’s one more thing you need to know about choosing your topic and headline. Whatever you do, don’t make the mistake of casting too wide a net with your webinar topic.

Keep It Narrow

If you try to appeal to too broad a consumer base, you dilute the effectiveness of your webinar, and your conversion rate suffers. If your headline is too generic, it won’t have nearly the same amount of impact, and will actually attract fewer participants.

Instead, your objective in choosing a topic should be for the prospect to think, “Yes! This is exactly what I have been looking for!”

If you have more than one target market that you want to convert, then your best bet would be to do a separate webinar, with a different headline, aimed at that target market. Even if your content is nearly identical between two or more webinars, your opt-in rate will be much better if your messaging is laser-focused on one customer avatar at a time.

Now that you have chosen the perfect topic and headline, let’s get started with the three major components needed to write a successful webinar.

1. Follow a Logical Structure

Imagine for a moment that your prospect has registered for your webinar, and they show up, expecting to find out how to solve their problem once and for all. You get started in your presentation and it ends up going nowhere fast.

You stumble over your words, backtracking to previous points, and your PowerPoint slides seem weak and ineffective. In the end, your prospect leaves the webinar early, feeling utterly confused and disappointed.

This is the result of a webinar that failed because it didn’t follow a logical structure. The key to avoiding this mistake is to set up your webinar so that it is 100% scripted, word for word.

This means that, before you begin writing a single word of content, you should put together a logical sequence for your webinar to follow. Ideally, you will guide your prospect through a miniature buyer’s journey - all the way from creating curiosity to closing them on your offer.

Here’s one example of a logical structure that you could follow:

  1. Introduction

  2. Backstory and Credibility

  3. Highlight Customer Problem

  4. Offer a Solution

  5. Explain Your Offer

  6. Provide Testimonials

  7. Bonuses and Urgency

  8. Call-to-Action

Note that the list above is not a definitive guide on how to write a webinar each time, but it can serve as a base template for you to use in laying out your own version.

By now, you should have a good outline in place and have begun to fill in the blanks with your messaging. This is a great start, but next comes the task of making sure that your content is converting at the highest rate possible.

Fortunately, there’s one counterintuitive step you can take to keep that conversion rate high: by giving away your best stuff.

2. Give Away Your Best Stuff

Let me be clear: I’m not suggesting you give away the whole show in one hour.

You should still have plenty of compelling reasons for your attendees to do business with you, and they ought to be front and center in your presentation.

But remember: Your webinar needs to deliver on the promise you made in your headline. That is, it should provide valuable, insightful information for your prospect. This builds trust in your brand and interest in what else you have to offer.

That’s not the biggest reason to provide so much value upfront, though. The real win is this:

Once your prospect sees how much you are happy to give away for free, they will automatically assume that the paid services are worth every penny.

This approach is an example of how to write a webinar the wrong way: by making it a straight sales pitch from beginning to end. Attendees are immediately turned off if the webinar doesn’t deliver on the value it promised in the title.

However, this doesn’t mean you should hide your offer behind your back the whole time.

Quite the contrary, as you’ll see.

3. Showcase Your Offer

Here’s the hard truth about any marketing tool, including webinars:

If you’re not comfortable talking openly about your offer, then the problem is not the marketing—it’s the offer.

To write and present an effective webinar, you must have confidence in your ability to solve the customer’s problems as promised. In fact, you should go a step further:

To be successful in business, you must deliver value worth many times more than what the customer pays for your services.

This isn’t to say that you should lower the price of your offer - not at all. I’m suggesting that you add so much value—in the core offering, bonuses, and guarantee—that any price tag will seem like the deal of a lifetime.

With that level of confidence in the level of service you provide, how could you not be excited to share it? And that’s exactly what your prospect will think of you when you speak about it, as long as you truly believe in what you are selling.

If, on the other hand, you slip your offer in at the very end, like some embarrassing afterthought, you can kiss those potential sales goodbye.

People can sense the lack of confidence that’s implicit in hiding the offer until the very end. That’s why it’s critical to not only showcase the value of your services but to make it clear from the beginning that you’re there to do business.

By delivering your sales message in a way that feels natural and respectful, all the hard work you’ve done thus far will pay off, and your conversion rates will soar.


If you’ve made it this far, you’ve got a pretty good understanding of how to write a webinar that converts prospects into paying clients. But you can’t stop at mere understanding.

To make these tools and strategies work for you, you have to implement them.

Whether branded as a training, a workshop, or a webinar, this powerful sales method can become one of the most consistently profitable tools for your business. People love to get free stuff. As long as you deliver value that is congruent with your offer, you will get the results you’ve been looking for.

Whether you want to grow your email list, build brand authority, or increase the quality of your leads, you can achieve all these things and more with a well-written webinar.

However, as with so many marketing tools, you can always find room for improvement. Split testing small changes here and there can often increase your conversion rate over time.

To maximize the effectiveness of these changes, many businesses turn to professional copywriters for help. Copywriters are trained not only in the use of persuasive language, but also the psychology behind what makes people want to buy.

To take advantage of the expertise of a professional copywriter who knows how to write a webinar that converts, schedule a free consultation today.

Ian Pettit

Ian Pettit is a sales copywriter and content writer from Fort Wayne, Indiana. Ian brings a diverse background to all his writing, including experience in manufacturing and design, music production, psychology, personal development, entrepreneurship, and green technology. He specializes in writing compelling, insightful copy with a personal feel, aimed at both educating and entertaining the reader at the same time.

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