What should you include in your webinar description to maximize participation?

A webinar description describes the theme and scope of your remote conference. Promoting it is an imperative part of luring the audience and gaining attendance. This article explains how to write an attractive webinar description. All of these tips also apply to any other virtual event (distance learning, online courses, master classes, etc.).

What is the purpose of writing a webinar description?

Knowing the purpose of the exercise is imperative to success. When organizing an event, why should a description be written? To promote and encourage your target audience to attend your webinars, training or online courses seems pretty obvious.

It is essential to arouse curiosity and seduce the qualified audience that you will have defined beforehand in order to achieve this goal

Using this well-written text, you can distribute it on your website, social networks, or by email. It can also be used as a webinar sales page.

Let's remember the prerequisites before we start writing an attractive webinar description:

• Determine your objectives before orienting your sales pitch;
• Draw up a portrait of your ideal client, so you can address him personally;
• Define the content and form of your intervention. This will enable you to communicate precisely what participants can expect.

You should therefore write your description last when creating a webinar. Before promoting your event, you must design your event.

Develop your webinar description

The title

All your efforts should be focused on the title of your online event. It is of the utmost importance. Only a catchy title will get people to read the rest of your description. As well as being sexy, this short sentence should highlight the added value of your webinar.

Finding the right words is particularly challenging. It takes practice and inspiration to succeed. Nevertheless, it should not be overlooked.

In order to write a compelling title, you need a clear understanding of your buyer persona (ideal target).

The description

The title of your article highlights a theme, an issue. You will now explain how you will approach the subject in the detailed description. You give an overview of the tone of your upcoming videoconference. After reading it, people should have a clear understanding of what to expect and what they can expect to gain from attending.

Describe the challenges and benefits of your solution. Don't be afraid to use strong phrases and numbers. Highlight all the things the participants will learn, emphasizing how and why these lessons will help them overcome their difficulties.

The reader should be thinking, "Okay, I'm signed up. I know what I'll learn, with whom, and how long it will take, and what the payoff will be for me."

Your webinar description should include the following elements:

• Topic or problem being discussed;
• What kind of audience your webinar is aimed at (divorced father who wants to learn how to cook healthy food for his children, students who want to start a small business, retirees who want to learn Spanish so they can travel more quickly...);
• What participants will learn (how to make balanced meals for a week, how to run a small business for 40 hours a month, how to quickly learn the basics to enjoy a trip to South America...);
• What skills or level is required to attend your conference (beginners, specialists, second level, etc....) ;
• Who are the organizers? What is their background, expertise, and subject matter? The more information you provide, the better able you are to judge their credibility as a speaker on the subject.
• The date, time, and time zone of the meeting (if an international audience is present) as well as the duration of the meeting.

Prepare a description of your videoconference

Visuals are a very significant part of an attractive webinar description. Your goal is to seduce your target audience. As in dating, appearances matter. Work on your text's design to make an impression. It must also be substantive, or else there will be no second date.

Here are some tips for maintaining your image:

• Create a neat graphic charter. Ensure that it is consistent with your other communication channels.
• Use an explicit illustration to create a visual cover, illustrating the main subject or the speaker if they are significant.
• In the body copy, include images, a GIF, or a video. It is a smart idea to use video to introduce the speaker and attract participants.
• To humanize your message, add a handwritten signature to your portrait.

Creating effective calls to action

CTAs are clickable buttons that prompt readers to take action. In the context of a webinar, this invitation clearly aims to register participants. There will be a button that says something like "Register", "I want to participate", "Reserve my place"...

In your sales pitch, introduce this possibility several times rather than only at the end. Traditionally, it is displayed three times:

• At the beginning of the description, above the waterline;
• A second time following a persuasive element in the text's body;
• Thirdly, at the end of your webinar description.

Clear, prominent and easy-to-read CTAs are essential.

With Lemon, you can create and distribute your webinar descriptions

When you conduct a remote seminar using Lemon, you must write a description. During the creation of your reception room (virtual meeting room), you will receive instructions on how to write and format your intervention summary: title, cover photo, description, practical information, access details, links to the organizers' websites and social networks, etc. If you'd like to share the link of your room, copy and paste it.

👉 Make your webinars easier with Lemon!