Writing A High Converting Webinar Registration Page

Our co-founder Russell Brunson discusses webinars in detail in one of his best-selling books, “Expert Secrets”.

Today we want to go over some copywriting concepts from this book so that you would understand the basics of writing webinar registration pages that convert!

What is a Webinar Funnel?

Okay, so before we get into copywriting, let’s quickly recap how webinar funnels work so that we can all be on the same page.

A webinar funnel is a sales funnel where you use a webinar as your lead magnet, get the potential customer to attend the event, and then pitch your product or service at the end of it.

Here’s what this funnel looks like:

Page #1: Webinar registration page

Page #2: Webinar registration confirmation page

Page #3: Webinar page where the potential customer can either attend the event live or watch the replay

ClickFunnels template library includes a webinar funnel template so you won’t have to build it from scratch.

Also, in “Expert Secrets”, Russell shares his high-converting “Perfect Webinar” framework. Why waste time learning through trial and error when you can simply do what’s been proven to work?

The Hook, the Tagline and the Secrets

Okay, so with all that out of the way, let’s talk about how to write copy for your webinar registration page.

Here are the three key copy elements that you need to get right if you want your webinar registration page to convert:

1. The hook
2. The tagline
3. The secrets

Let’s take a closer look at each of them…

How to Write the Hook

The purpose of the hook, also known as the headline, is to grab the potential customer’s attention.

Hook Template

Here’s the hook template that we recommend using for your webinar registration page:

“How I/We _____________ (use something like doubled, tripled, 10x-ed)_______________ Our ___________ (sales, customers, clients, leads, units sold, something your customer WANTS)_____________ with This/These _________ (insert a number)_________ Strategy/ies (tactics, systems,), and Why It Took/Without _________, __________, and ______________.”

Hook Example #1:

“How I 10Xed My Ability To Concentrate With These Three “High Honors” Study Exercises, and Why It Took Less Time and Focus Than All the Other Popular Study Techniques Out There . . .”

Hook Example #2:

“How We Tripled Our Real Estate Investments With This One Little-Known Tactic and Why So Many Agents Are Ignoring This Profitable Strategy.”

Hook Example #3:

“How I Lost 30 Lbs on the “No Rules Diet” Plan Without Having To Buy Weird Food, Count Calories, or Exercise at All.“

How to Write the Tagline

The purpose of the tagline, also known as the subheadline, is to provide more information about the offer.

Ideally, you want to do that while also making the potential customer more curious about it.

Here are some sample taglines that would go well with the hook examples from the previous section:

Tagline Example #1:

Hook:

“How I 10Xed My Ability To Concentrate With These Three “High Honors” Study Exercises, and Why It Took Less Time and Focus Than All the Other Popular Study Techniques Out There…

Tagline:

“…(And I Got the Highest Grade in the Class Too).”

Tagline Example #2:

Hook:

“How We Tripled Our Real Estate Investments With This One Little-Known Tactic and Why So Many Agents Are Ignoring This Profitable Strategy.”

Tagline:

“The Best Part Is You’ll Be Able To Implement It Right Away and See Results Within a Week!”

Tagline Example #3:

Hook:

“How I Lost 30 Lbs on the “No Rules Diet” Plan Without Having To Buy Weird Food, Count Calories, or Exercise at All.”

Tagline:

“Learn the 3-Step No Rules Diet System and Lose at Least 5 Inches in the Next 30 Days!”

How to Write the Secrets

Now you have the hook and the tagline aka the headline and the subheadline. But what should you include in the body copy of your webinar registration page?

This is where the “three secrets” come in. Russell explains this concept in detail in his book.

You want to feature three bullet points (“secrets”) that:

1. Address the limiting beliefs that the potential customer may have.
2. Give the potential customer a sneak peek into what they are going to learn in your webinar.
3. Make the potential customer even more curious about the event.

Here’s the framework that we recommend:

Secret #1: Address Their Limiting Beliefs About Your System

In your webinar, you will be sharing a system that can help the potential customer achieve what they want. But what if they are skeptical of its effectiveness?

The purpose of the first secret is to address limiting beliefs that relate to your system:

• It’s not real
• It doesn’t work
• It’s not going to help

…etc.

Secret #2: Address Their Limiting Beliefs About Their Ability to Implement Your System

The potential customer may believe that your system is effective but doubt their ability to implement it.

This is especially common if you are offering a solution to a problem that they have already tried to solve themselves but failed repeatedly (e.g. losing weight).

The purpose of the second secret is to address limiting beliefs that relate to self-doubt such as:

• I am too lazy
• I am too slow
• I am not technical
• I have no time
• I have no skills

…etc. 

Secret #3: Address Their Limiting Beliefs About External Factors That Might Influence Their Results

Finally, the potential customer may have faith in both your system and their ability to implement it. But what if they are concerned about various external factors that might prevent them from getting the results that they want?

The purpose of the third secret is to address concerns related to such external factors:

• What if people don’t like it?
• What if my location is unpopular?
• What if my audience is broke?
• What if my friends don’t understand?

…etc. 

Secret Templates

Here are some templates that you can use to write the three secrets for your webinar registration page:

Template #1:

“Why [something unusual or cool] Allows You to [avoid something] and Ensures You [get what you want].”

Template #2:

“How to Get [someone to do something], Even When [a condition isn’t perfect] and You Don’t Have [something you think you need].

Template #3:

“Why You Don’t Need [something you think you need] to [do what you want] When You [get started, launch, open].”

Template #4:

“You’ll be [shocked, surprised, in awe] when I show you [the way to solve a particular problem].”

Full Example: Weight Loss Webinar

Hook:

“How I Lost 30 Lbs on the “No Rules Diet” Plan Without Having To Buy Weird Food, Count Calories, or Exercise at All…

Tagline:

“Learn the 3-Step No Rules Diet System and Lose at Least 5 Inches in the Next 30 Days!”

Secret #1:

“How to Get Your Body Into Fat Burning Mode, Even When You’ve Just Had Pizza and You Don’t Have Time to Go to the Gym.”

Secret #2:

“Why You Don’t Need Willpower to Lose Weight and Maintain It”

Secret #3:

“You’ll Be Shocked When I Show You How Your Family Can Adapt to This Eating Style, Even if You Have Picky Kids.”

Bonus: Never Underestimate the Power of Curiosity!

We already mentioned curiosity several times in this article but we want to take a moment to emphasize just how important it is.

People ask Russell to help them with their webinar funnels all the time. And you know what is the most common issue that he sees? Their webinar registration pages fail to pique curiosity!

For example, once a friend came to Russell with a problem.

This friend had built a webinar funnel for his business but the math wasn’t working. How so?

His cost-per-registration was $24.85. 

To make matters even worse, out of all the people who registered for the webinar, only 22.4% would show up. This meant that his cost-per-attendee was $110.94!

This guy had a great webinar but that didn’t matter – he was struggling to make a profit. That shouldn’t be surprising given how much money he was spending just to get people to show up!

Russell took a quick look at his friend’s webinar registration page and immediately identified the problem: his hook gave too much away.

Here’s how the original hook looked like:

“How to Add 6 Figures To Your Web Design Business By Copying My Secret Method For Helping Companies Get More (Real) 5-Star Reviews WITHOUT Selling, Spending Lots of Time or Money”

When potential customers read it, they would immediately assume that they knew what Russell’s friend had to say about getting real 5-star reviews, so they weren’t that interested in attending the event.

Here’s how the new hook looked like:

“How I Added 6 Figures to My Web Company By Adding This One Easy to Offer Service THAT DOESN’T Require Cold Calling, Spending Lots of Time, Money or Require Extra Resources”

This new hook gave away just enough information to spark people’s curiosity so that they would want to learn more… And the only way to do that was to attend the event!

The results were astonishing considering that it was the only change that Russell’s friend made:

1. Cost-per-registration decreased from $24.85 to $5.84
2. Show-up rate increased from 22.4% to 31.7%
3. Cost-per-attendee decreased from $110.94 to $18.40

Needless to say, now that his cost-per-attendee was 6x lower, his friend could easily make a profit. In fact, since the webinar itself was great, his business exploded!

The lesson here is that you should never underestimate the power of curiosity.

If your webinar registration page isn’t converting, the first thing you should do is ask yourself:

How can you make people SO CURIOUS that they would feel like they NEED to attend your event to get all the answers?

Want to Learn How to Turn Your Online Visitors Into LIFELONG CUSTOMERS?

Our co-founder Russell Brunson used sales funnels to grow ClickFunnels from zero to $100M+ in annual revenue in less than a decade.

But there are plenty of entrepreneurs out there who use sales funnels and never see the business success that they hoped for.

In fact, there are a bunch of companies that sell funnel building software just like we do, but their annual revenue is nowhere near ours.

So what did Russell do differently that enabled him to grow his business so fast and leave the competition in the dust?

He used storytelling to establish himself as an expert, create a movement and build a community.

And you can learn how to do the same by reading his best-selling book “Expert Secrets” !

This book is available on Amazon where it has over 1,900 global ratings and a 4.7-star overall rating.

But you can also get it directly from us for free…

All we ask is that you pay for shipping!

So what are you waiting for? 🧐

Get “Expert Secrets” for FREE!