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Webinar Landing Page: What to Include and How to Build One

October 28, 2026
Webinar Landing Page: What to Include and How to Build One

A webinar landing page is a single, focused page whose only job is to get a visitor to sign up for one event. It states what the session covers, when it happens, who is teaching it and what to do next, then asks for as little information as it can get away with. Get those four things right and the page does its work. Everything else is polish.

This guide covers what goes on the page, how to write and lay it out, which form fields to ask for, how to test it, and how to run it if your webinar is paid. It is written for coaches, creators and small teams who run the whole thing themselves.

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TL;DR

  • A webinar landing page promotes one event and has one action: register (or buy a ticket). Cut navigation and side offers.
  • Lead with what attendees will walk away with, then give date, time, duration, host and a button that says what happens on click.
  • Ask for first name and email, and add a field only if you will use the answer.
  • Test the form, the button, the confirmation screen and the phone layout before you send traffic.
  • If the webinar is paid, a page with ticketing built in saves you stitching together a form, a payment link and a reminder.

Table of Contents

What Is a Webinar Landing Page?

It is a standalone page built to promote one event and turn visitors into registrants through a sign-up form. Livestorm describes it as a page visitors reach from a promotion, an ad, a social post or a search result, and notes these pages carry less information than a normal web page and sometimes drop the navigation so people do not wander off.

That last point matters for a solo seller. Your website has a menu, a blog and an about page. Your webinar page has one door. If someone clicks away to read your pricing, they have left the thing you wanted them to do.

Webinar landing page vs. webinar registration page

In practice the two terms overlap. ON24 defines a registration page as a dedicated landing page whose main function is to collect attendee details, usually with the event description, speakers, schedule, value proposition and form fields. MEETYOO points out that in some webinar systems the registration page is the landing page: campaign links go to one page that first explains the value and then shows the form.

A useful way to think about it: the landing page is the pitch, and the registration form is the part of the page where the visitor says yes. On a small setup they live on the same page, and that is usually the right call. Splitting them adds a click, and every extra click loses people.

One variation worth knowing is ungated access. eWebinar's help documentation separates the standard flow, where visitors complete a form on a landing page before getting in, from ungated access, which removes that step. If you want leads or a headcount, keep the gate. If you want maximum reach for a free replay, you might remove it.

Gated and ungated webinar access compared

What to Include on a Webinar Landing Page

The research on this is consistent across webinar tools. Kaltura's documentation lists the webinar name, start and end time, a countdown, a description and a Register button when registration is open. Zoho Webinar adds a value-led headline, benefits or takeaways, speaker information, social proof, mobile responsiveness and a short form. Glue Up's page anatomy boils it down to a benefit-driven headline, logistics, speaker credentials, concrete takeaways and a clear call to action.

Put those together and you get a page in this order.

  1. A headline that names the outcome for the attendee.
  2. A one-line subhead with the date, time zone and length.
  3. The registration button or form, visible without scrolling.
  4. Three to five takeaways written as things people will be able to do.
  5. Who is hosting, with one or two lines of real credentials.
  6. Social proof, if you genuinely have it.
  7. A second button at the bottom for people who read everything first.

Headline and subheadline

Say what changes for the viewer. "Webinar on meal planning" describes a format. "Build a four-week meal plan for clients in 45 minutes" describes a result. Keep to one topic per page. If your session covers three ideas, pick the one a stranger would pay attention to and lead with it.

Date, time and duration

Unbounce's webinar page examples stress stating when the webinar happens, how long it runs and what visitors must do to register. Do not make people hunt for it. Write the time zone out, and if your audience is spread across countries, say so plainly: "Thursday, 1 p.m. Eastern (10 a.m. Pacific)". If you run the same session on a schedule, say how often and point to the page for the next one rather than hard-coding a date you will forget to update.

Takeaways and speaker details

Bullets are fine here, since this is the one place on the page where a list helps scanning. Make each one concrete: a template they will leave with, a number they will be able to calculate, a mistake they will stop making. For the host, skip the life story. Give a sentence on why you are qualified to teach this specific topic.

Social proof

Use it only if it is real. Past attendee comments, a number of sessions you have run, a client result you have permission to share. If you are starting out, leave the section out rather than fill it. A page without proof is better than a page with vague, invented praise, and readers can tell the difference.

How to Write and Design a Webinar Registration Page

Keep the design plain. Glue Up recommends a clean, minimalist layout with generous white space, mobile-friendly sections, copy that leads with the attendee's transformation, simple language and short sections that encourage scanning. That fits how most people reach a webinar page: from a phone, in a social app, between other things.

Write for a skimmer

Short paragraphs, plain words, no jargon you would not use in conversation. If you teach strength training, write "squat", not a term only other coaches use. Read the page aloud. Any sentence you stumble on gets cut or rewritten.

Button copy

HubSpot's examples roundup makes the point that button text should state concisely what the visitor is doing when they click. "Save my seat" beats "Submit". If the session is paid, "Get my ticket" is honest and clear. If you want to dig into why specific wording works, a short read on CTA button copy covers testing prompts and elements around the button.

Repeat the same button wording at the top and the bottom so the page feels consistent. Make it large enough to tap with a thumb, and keep it visible. HubSpot's examples also point to sticky or always-visible calls to action as something effective pages do.

Make the form accessible

This part is often skipped and it costs registrations. Use visible labels rather than placeholder text alone, make sure the form can be used with a keyboard with a visible focus state, and put polite, clear error messages next to the field they belong to, as Glue Up advises. For developers or anyone customizing a form, the W3C's guidance covers marking invalid fields with aria-invalid and tying a specific error description to the field.

Which Registration Form Fields Should You Ask For?

Start with first name and email. Glue Up suggests adding only information you will actually use, and keeping the form to five fields at most. Nielsen Norman Group's long-standing advice is that customer registration should be minimized and made as fast and easy as possible.

A good test for any extra field: what will I do differently with this answer? If the answer is "nothing yet", delete the field. A question like "What is your biggest challenge with this topic?" can be worth keeping when you will genuinely read the replies and shape the session around them. "Company size" on a page for solo coaches is noise.

The same NN/G article makes a broader point that applies to your page structure: people may turn away if asked to register before the site has shown them its value. That is the reason the pitch (headline, takeaways, host) comes before or beside the form, not after a wall of fields.

A Hypothetical Webinar Landing Page Example

This one is made up for illustration, not a real customer. Say a nutrition coach runs a live 45-minute session called "Build a Four-Week Meal Plan for Busy Clients", aimed at newer personal trainers.

The top of the page reads:

  • Headline: Build a four-week meal plan for busy clients in 45 minutes
  • Subhead: Live on Thursday at 1 p.m. Eastern, 45 minutes plus Q&A
  • Button: Save my seat

Below that come four takeaways: a client intake template, a simple way to set calories without calculators, a swap list for common allergies, and a one-page handout to give clients. Then two lines about the coach, a short note on what happens after registering (a confirmation email with a calendar invite and a reminder), and the same button again.

Nothing there is clever. That is the point. A visitor knows in ten seconds what they get, when, how long it takes and how to claim a seat. If you want more layout ideas for single-purpose pages, the microsite examples on our blog show how small sellers structure one-job pages.

What Happens After Someone Registers

The confirmation screen is part of the landing page, and most people neglect it. Glue Up recommends testing form length, button copy and the calendar prompt, and offering calendar buttons on the confirmation screen along with reminders. A registrant who does not add the event to a calendar is a registrant who forgets.

So plan the follow-up before you publish.

  1. Confirmation on the screen that says exactly what to expect and when.
  2. A confirmation email with the date, time zone and join details.
  3. A reminder the day before and another shortly before the start.
  4. A replay or thank-you message afterward, with the next step.

Banzai's older guide also suggests updating the page once the webinar is over. Good habit: swap the registration button for the replay or for your next session, so the page keeps working for you instead of sitting dead.

How to Sell Tickets for a Paid Webinar

Many coaches and creators charge for their sessions. The landing page then has to do two jobs: persuade and take payment. Without ticketing built in, that usually means a page in one tool, a payment link in another, and a spreadsheet of who paid.

A couple of practical points when the webinar is paid:

  1. Put the price near the button so there are no surprises at checkout.
  2. State what is included: live session, replay, handouts, Q&A.
  3. Say what happens if someone cannot attend live.
  4. Work out what you keep after fees before you set the price.

On that last point, we wrote a walkthrough on webinar pricing after fees. The short version for Constants: the platform fee is 6% on one-time sales, which includes event tickets, and Stripe card processing is charged separately. As a hypothetical, a $49 ticket carries a $2.94 platform fee before Stripe's processing charge, so price with both in mind. For the current Stripe rates, check Stripe's own pricing.

Build Your Webinar Landing Page on Constants

Constants gives you a page at constants.com/yourname that combines a link-in-bio landing page with a shop for digital products, calendar-based 1:1 bookings, event tickets and recurring memberships, plus community, analytics and a notes workspace. For a webinar, that means one page can carry your pitch and sell the ticket, and the same page can later point people to your products, a booking calendar for follow-up coaching or a membership.

Constants

The free Starter plan can sell from day one, and Premium is $29.99 a month. The platform fee is 6% on one-time sales and 10% on memberships on every plan, with Stripe processing separate. You can compare plans on the pricing page, or start from the Constants home page and set up your page. Keep your streaming itself in whichever webinar tool you already use, and use your Constants page as the place people discover, pay for and remember the event.

If you are deciding between a single page and a full site for your offers, our landing page vs. website comparison lays out when each makes sense.

Build Your Webinar Landing Page on Constants — overview diagram

How to Test a Webinar Landing Page

Before you send traffic, run through it yourself on a phone and a laptop. LiveWebinar's guide recommends testing the form, the CTA button and the confirmation message to make sure sign-ups work properly. Register with a spare email address and see exactly what a stranger sees: the confirmation, the email, the calendar invite.

After launch, change one thing at a time. Good candidates, in rough order of impact:

  1. The headline, since it sets the promise.
  2. The button wording.
  3. The number of form fields.
  4. The order of takeaways and the host section.

With small audiences, you will not get statistically tidy results, so do not overreact to a handful of visits. Watch the direction over a few sessions. To see where visitors drop off, a quick analytics habit helps, and our post on landing page analytics shows a ten-second check. For context on what is realistic, see our conversion rate benchmarks for small sellers. Unbounce reports that the pages in its 2025 examples converted between 9% and 50%, but it did not disclose the rate for each page, so treat that as a wide range, not a target.

Common Webinar Landing Page Mistakes

Most weak pages fail in predictable ways. Glue Up lists too many fields, vague or jargon-heavy copy and a poor mobile experience. Add these from the patterns above:

  • Burying the date and time below a long story.
  • Leaving the full site navigation in place so visitors leave.
  • Using "Submit" as the button.
  • Showing invented or generic social proof.
  • Skipping the confirmation screen and reminders.
  • Cramming three topics into one session description.

If you are choosing tools to assemble the page, an overview of landing page software can help you compare approaches by what they do for conversion.

Webinar Landing Page Checklist

Before you publish, confirm each of these.

  1. The headline names the outcome and covers one topic.
  2. Date, time zone and duration sit near the top.
  3. The button wording says what happens on click.
  4. The form asks only for what you will use.
  5. The host section gives one or two relevant credentials.
  6. Proof is real, or absent.
  7. The page works on a phone and with a keyboard.
  8. The confirmation screen, email and reminders are set.
  9. If paid, the price and what is included are clear.

FAQ

What is the difference between a webinar landing page and a registration page?

The landing page promotes the event, and the registration page collects sign-ups. On many tools and on most small setups they are the same page: the pitch first, the form right beside or below it. Keeping them together saves visitors a click.

How long should a webinar landing page be?

Long enough to answer what, when, who and how to register, and no longer. Most solo-run pages fit this in a screen or two on a phone. Simple pages with only essential information and one clear call to action are the consistent advice from webinar tool publishers.

Should I ask for a phone number or company name?

Only if you will use it. First name and email are enough for most sessions, and Glue Up caps its suggestion at five fields to start. Each extra question gives a visitor one more reason to stop.

Can I sell webinar tickets from my page on Constants?

Yes. Constants supports event tickets on your constants.com/yourname page, including on the free Starter plan. A 6% platform fee applies to one-time sales such as tickets, and Stripe card processing is separate.

Do I need a countdown timer?

It is optional. Kaltura lists a countdown as one element of its landing page, but a clear date and time matter more. Use one only if the date is real and you will not reset it to fake urgency.

Sources