How to Create Webinar Content that Converts Viewers Into Customers

In this article, you'll learn how to create webinar content that converts casual viewers into paid customers.

Webinars are a perfect vehicle for online marketing and sales because they give you an opportunity to engage with leads in a highly interactive way (live chat, Q&A, polling and surveys) while also displaying a strong call to action coupled with payment processing so you can sell right on the spot.

How to Create Webinar Content in 5 Easy Steps

Step 1. Choose your webinar topic

Webinars are a great option for a topic that’s broad enough that it interests many people. For example, you could do a webinar on how to launch your own business, or get funding from investors.

You can also go more niche — either by providing information specifically about your expertise and advice on related topics — like how to increase traffic for your business blog.

But before you choose your topic, you’ll need to consider the following questions: 

• Who's my audience?
• What’s their level of experience?
• What are they working towards that I can help them solve?

To have a successful webinar, you need to be of service to your audience. If all your webinar does is sing your praises or that of your product, service or company, you’ll fail to engage them.

You’re in the problem-solving business. Find a problem your audience is having and create a webinar that presents your unique solution.

Step 2. Create a your webinar audience avatar

Now that you’ve identified your target audience, the next step is to create an audience avatar.

This avatar is a fictitious individual that captures the essence of your ideal target audience. When you deliver a webinar you may be communicating to hundreds of people, but to each end viewer you’re communicating one-to-one, just with them.

For a webinar to connect with an audience, you always need to address an audience of one, and never an audience of many.

Your language should be centered on “you” and “your” with very little in the way of “I,” “me,” “we,” and “us.”

And the personification of your single viewer at the other end of your webinar is none other than your audience avatar. This is someone you must fully understand, including their paint points, what keeps them up at night, their hopes and dreams.

Your audience avatar needs to encompass the demographic of your viewers (age, gender, occupation, family status, income, etc.) as well as their psychographics (what they think, feel, and say to others in relation to your topic, what they value most, their hopes, dreams, challenges and fears.

Once you’ve compiled this information, inform your webinar presentation with your audience avatar research, and your engagement will skyrocket.

Step 3. Identify you audience’s problem to solve

Now that you’ve identified a topic where you excel, and your ideal audience members to target, you have to find a painful problem you want to help them solve within your area of expertise.

And you want to find a problem that causes a great deal of pain, or in other words a great obstacle on the path to success of your target audience. Little problems generate little engagement.

For example, if your audience is made out of people who want to start a blog and they’ve never done it before, you can teach them blogging techniques, you need to address a much more pressing problem: how to set up a wordpress website.

To a brand new blogger, the tech is a much more pressing issue than writing technique or even SEO. The bigger the roadblock you're able to remove, the larger and more engaged your audience will be.

Step 4. Present a compelling solution

Great, now you've identified the scope of the problem you’ll be solving for your audience within your area of expertise. Your next step is to present your solution.

And I’m not talking about a run-of-the-mill milquetoast solution here. This is where your uniqueness comes into the picture. Maybe all other webinars on blogging tech are overly technical, hard to understand or just dry and boring, but yours is different!

Perhaps, you’ve been able to hone in your skills as a tech communicator in a non-techie way. Maybe your gift is to distill highly complex tech into words that are super easy to understand. You get the picture

In short, find your uniqueness and translate it into a solution that no other competitor offers. Then, communicate your solution in your webinar and watch your target audience multiply.

Step 5. Conclude your webinar with a strong call to action

Now that you:

• Have a topic you’re an expert in
• With a clear target audience in mind
• With an deep understanding of your audience avatar (both demographic and psychographic information)
• Now that you’ve identified their main pain point
• And presented a unique solution that makes you stand out from the crowd

...it’s time to introduce a strong call to action.

This could be an offer to your consulting services with a deep discount for those who want to speed up the solution process without putting in the work themselves.

Or perhaps it could be a digital product that shows a clear step-by-step process to remove their main roadblock, enhanced with email support and a private Facebook group with all your clients.

Or it could be a self-paced online course with workbooks, checklists and other aids, and so on and so forth.

A well put-together webinar that fires on all cylinders can easily become an evergreen lead-acquisition engine for your business that will perform for years to come!

Frequently Asked Questions

How do you write webinar content?

1. Start with a brief introduction to your main idea and what you'll cover during your presentation. This may be up to three short paragraphs long.

2. Next, introduce each major point plus two or three supporting points about what you want to accomplish with each section of the webinar.

3. Use the above information to develop a slide deck presentation centered on bullet points and visuals.

How do you outline a webinar?

Here is a list of the most common elements in webinar outlines. All information should be presented in logical order, according to the flow of presentation:

• Title and Subtitle
• A short bio from the presenter(s)
• Introduction to the main topic
• Slide deck containing body of the presentation, preferably in bullet form
• Prepared questions to survey or poll attendees
• Conclusion
• Time for Q&A
• Offer promotion if any
• Closing remarks

How would you improve the content of a webinar?

The best way to improve the content of your webinar is to run it multiple times in a focus group setting, preferably made up of friends and colleagues who are part of your target audience.

Your goal is to obtain valuable feedback that you can then incorporate into your final presentation.

Should you use slides for a webinar?

Yes. Most webinar attendees prefer to listen to a narration while slides are presented with accompanying visuals and bullet points.

In this way you can always offer your slides for download after your presentation, or better yet, as a lead acquisition mechanism, where those interested in your slide package have to leave you their email.

How many slides should a webinar have?

It depends on the length of your presentation. On average, 2 minutes per slide allows the narrator sufficient time to expand on the content of each slide. So, for an hour long webinar, you’re looking for 30 slides.