Every effective webinar needs a “call-to-action.” A completely successful webinar is seldom a standalone event. It is part of a series of actions planned to meet a goal. Typical goals are to attract attendees to purchase a product, to download new information, or to provide contact information for one-on-one discussions. Once the primary webinar messages are completed, the presenter articulates one or more calls-to-action.
The most productive calls to action come at the exact moment when every audience member’s interest is highest. If a webinar includes interactive slides, the call to action may be fulfilled as part of the presentation itself. For example, the presenter may encourage interested people to check a box onscreen or enter contact information.
However, presentations without interactive slides can also provide action opportunities, if the presentation screen is part of the presenter’s own web pages. The presentation screen can be on the same page as clickable buttons that lead to follow-on actions.
In the web page pictured above, presenters display media on the screen and can also reference items that appear on the page. This offers a smooth transition for a call-to-action. Presenters can say, “Maybe you would like to subscribe today. You can subscribe by clicking the button below. Or if you’d like to try our product free for two weeks, click the trial button. And if you would like more information, please click the button to download our white paper.”
When presenting through a web page, presenters can also offer more subtle suggestions. They can draw audience eyes to web page information like the bullet points on the example above. Or they can refer to other pages with link buttons.
Regardless of the presenter company’s tone or style, a strong call-to-action through a web page transforms a webinar into an important step in the overall process. Whether it is the first step or a step later in a relationship cycle, the webinar delivers messages with a clear call to move forward.
