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5 Elements of Webinars that Convert (Plus a Bonus 1)


What’s the difference between webinars that convert, and those that fizzle out?

A big factor is the structure. If you don’t have the right elements, in the right places, your webinar is set up to fail.

So, what are those elements, and how do you structure them effectively?

Let’s take a look…

1. The Introduction

This is where you hook them in and lock in their attention for the rest of the webinar. So, you must start your webinar with a bang…not a bust!

Here’s how you can do this:

  • Talk about your audience’s biggest problems. When you can describe your audience’s problems to them, they’ll feel like you also have the solution. They’ll also feel like you truly understand them, which hopefully you do!
  • State the main benefits of attending the webinar. This is where you reveal all the value they’ll get by attending.
  • Introduce yourself and the presenters. Once you’ve hooked people in with the benefits, you can share your backstory and introduce the other presenters.
  • Hint at something special that comes later. Urgency is a vital ingredient in webinars.  Letting people know that you have something special for them (a huge tip, a special bonus, a discount) if they stay on, will help ensure focus and interest throughout. For example, “I’m going to reveal a tip that gets your the biggest return with the least amount of effort later on, so be sure to stick around!”

2. The VALUE (Education)

This is your core content. It’s what your audience came for.

For example, let’s say your webinar is about how to make money consulting. Here, you’d lay out the process, like:

  • How most consultants set themselves up for failure
  • 3 steps to getting more consulting clients, starting today
  • How to keep clients longer, and charge more
  • Effortless referral generation

The key is to use content that helps you sell whatever it is you’re selling. Your value could be telling them “what”, and then you can sell them on “how”… or you could sell them on a system that makes the “how” easier, faster, and more effective. Or, you could simply provide some of your great insights, and use that to sell them on the rest.

The point is, providing real value during the webinar, is the best way to create value for your call to action.

3. The Recap

Here, you break down your core content into easily digestible pieces.

This cements the information into your audience’s mind, and reminds them of all the awesome value they’ve received from the webinar.

It can also remind them of all of the things they need to take action on, things which your product, or service likely helps them do.

In other words, a recap is a great lead-in to…

4. The CTA

Call to Action. This is where you make your offer. You’ve discussed their problem, provided value, recapped it, and now it’s time to give them the resource (your product or service) that will help them solve their problem and do everything you’ve already laid out.

Here are the 2 ingredients of a compelling webinar call-to-action:

  • Clarity. Your call to action should be simple and easy to understand (i.e. “Go here, do X”).
  • Urgency. People procrastinate when making decisions – and they’ll procrastinate on your offer unless you have a compelling reason for them to act now. So, you can add urgency in the form of a limited time discount or a limited time special offer.

5. The Q&A

Here, you answer your audience’s’ biggest questions about the webinar and your offer. This part is key, because it will be the key deciding factor for your audience members who are on the fence.

You should stay on for as long as you can to answer those questions. Keep in mind: every question you answer can convert a new customer (or multiple customers!).

BONUS 1: The Follow-Up!

Okay, so it’s not a part of the webinar itself. But it’s certainly vital to the conversion potential. Follow-up includes emailing your attendees; those who registered, but didn’t attend; and possibly others on your list as well.

Whether you send a recording, or reiterate the urgency of your call to action, follow-up will help you generate additional response… and income! So don’t forget to plan the webinar follow-up prior to the event.


Keep these elements – and the structure – in mind when preparing for your next webinar. If you can follow this format, your webinar will have the best chance of converting your audience into customers.

Do you include any other elements in your webinars? Tell us what we missed in the comments below!