How to Improve Landing Pages With A Few Easy Tweaks

November 27, 2016
by Peg Miller
  • Lead generation with the 5 Ws

What content should we include on a high-performing landing page, specifically for webinars, online training and in person conferences or events? Kissmetrics offers some good advice for creating landing pages that convert. With more complex content engagements, where you are asking for a bigger time investment and data collection from a registrant, it’s important to sell them on the content. I’m going to focus on the selling copy on the page, to help a registrant understand what they are getting.

I frequently get asked for tips about how to build effective landing pages leading to gated content behind registration forms, for instance, when promoting a webinar or an online training class. I’ve collected the basics into this blog post.

Start with the fundamentals of journalism to create landing pages which help sell a long-form content engagement. When you’re asking a prospect or customer to spend 30-45 minutes with you, it’s important to use an educational approach to the content of your webinar. Those of you who went to J-school remember the 5 Ws + 1 H of journalism (what, who, where, when, why) + 1 How, where information was only considered complete when it answered these six questions. Many content creators who are actively working today have entered the content marketing profession through different paths other than journalism school so they may not have been trained to think in these fundamental journalistic principles. Let’s revisit practical tips to consider when you’re building landing pages, or abstract pages, for any gated content that requires registration. Using the 5 Ws + 1 H formula, following is a quick checklist to make sure you’re covering key points:

  • What is it and why should I care?

    Be sure to cover the Why portion of the conversation, or as many sales teams describe it, the So What conversation. Explain the topic and be specific about What You Will Learn. I encourage my team to include a What You Will Learn section for every webinar promotion. Specifically, this includes bullets listing key benefits and customer-oriented information an attendee will learn by participating in the webinar. Remember, you’re asking for more time from your prospect, what is the payoff for them?

  • Who should attend?

    This is where you make it feel like the content was made for me. Specifically, I recommend you include job titles and/or roles. This helps would-be registrants and attendees know the content is targeted for them. This is small, but successful tip that I don’t see utilized often enough.

  • Where, When

    OK, these are easy, but very important. Be sure to include key dates, times and time zones. If you reach a global audience, consider scheduling multiple live programming times to accommodate multiple time zones. In addition to the basic calendaring information which will help make your live event dates more successful, this is also a great opportunity to create urgency offers. You can help drive response by using Save the Date messages, Early Bird registration ends xx, and other messages with increasing urgency.

  • How

    How do I sign up? Use a prominent CTA call to action, make it easy to register. One, prominent and well-placed CTA, such as a Register button, will outperform multiple CTAs on a page. Another common mistake I see – including too many register buttons on one page, which simply causes confusion and creates a paradox of choice, which suppresses response.

    • Strive for the lowest common denominator, the fewest possible registration form fields for the simplest registration process. If you are marketing a webinar to your current customer list, the chances are high that you already have most of the registration data on these records. Why, then, do so many forms ask a registrant to complete fields that already exist within the marketing database? Work with your marketing automation platform and webinar provider to pre-populate the form with existing customer data to make a seamless and simple registration process for any current customers. Or better yet, use this as an opportunity for progressive profiling, to capture additional data that you may not know about this customer or prospect.
  • Test and Repeat

    Once you’ve developed a template for your webinars and other events, continue to test CTAs, copy length and titles.



Peg Miller is Co-Founder of the B2B Marketing Academy, and consults with high growth companies on their marketing, content and product strategies to achieve revenue results.