Want a virtual summit registration page that converts? Of course, you do!
What most summit hosts don't know is that it's not as easy as creating a page that says you're hosting an awesome event. Instead, you need to put just as much thought and strategy into it as you would into a sales page for a paid product.
After all, people are paying you with their time, even if the ticket is free.
With that being said, let's go over 19 pieces to include on a high-converting virtual summit registration page.
Your summit registration page is responsible for convincing people that your event is worth their time, email address, and potentially money. If it misses the mark, they are not going to sign up, and they certainly are not going to buy.
Rather than focusing on the fact that it's a summit, we are going to focus on these 19 items.
Include the name of your summit at the top of your registration page.
This can be either in the form of a logo or in plain text, but ideally, your summit's name will speak directly to your target audience and give them a strong hint of what the event is about. It doesn't necessarily have to have the word summit in the name, but it should be something descriptive that really catches your audience's attention.
It’s really important to have a strong and attention-grabbing tagline.
You can use this tagline not only on your registration page, but also throughout your summit marketing materials, on your social media graphics, in your emails, and more.
Your summit name will be:
Your tagline will:
Making those dates easy to find at the top of the page, as well as in the section lower down the page about the details, sets expectations right away.
It’s helping the people thinking about registering know when it is, and it's going to remove that question from their mind. Even if the dates don't necessarily matter, it's still going to be something they're wondering about. Including them right at the top is an easy way to pull that question from their mind, help them focus on what you're trying to tell them, and get across through your copy on the page.
There should be many very, very clear call to action sign up buttons for the free summit throughout your registration page.
Avoid having just one at the top of the page or mixing buttons that lead to your All-Access Pass with the ones that sign attendees up for your free event, which can get really confusing fast.
We talked about that in episode 32 when we shared what happens after someone registers for your event. Have these clear, simple call to action buttons to sign up for your summit sprinkled all throughout. Err on the side of having too many rather than not having enough.
Having a really quick welcome video, ideally two minutes or less, can really work wonders for warming up the cold audience that will be sent to you from your speakers and affiliates.
The more you can show your face throughout the event, the better, and this is a great place to start. I know some of you are thinking, "Oh no, no way I'm having a video of myself on this registration page", but it is very worth it to get over your fear and connect with your new audience members from the very second they land on your website.
Include the pain points of your target audience.
You're going to highlight the big issues they're struggling with related to your summit topic so that the next piece puts the value of your event into perspective. They're recognizing where they're struggling, so then when you identify the solution, they know that it's something that they'll benefit from.
You want the benefits in several different places throughout your registration page.
This is where you're going to highlight the benefits attendees will receive from taking part in your event.
What pressing issues or pain points will be solved for them? How will their life or business be improved?
The more specific you can get in your examples, the better. Even if it's so specific that not everyone would feel it, they're still going to be able to relate to those specific examples better than they would with something really vague.
You're going to tie the pain points and the benefits together to illustrate the transformation attendees will achieve by participating in your summit.
This kind of brings it all full circle.
You want to make your summit stand out from others on the same topic.
Why should your audience care about yours and set aside several days in their calendar to attend it?
Make that crystal clear, whether it's that:
If you do not have something like that that you can feature, it's time to rethink and go back to the beginning. Rethink your strategy a little bit and make sure you have something that will really make you stand out.
Highlight your speakers on your registration page is really great for a couple of reasons.
First, it's good social proof and each individual presentation topic is another chance to convert somebody who is thinking about signing up. They might not be interested in in the overall idea of the summit, but then they see one specific presentation that they really want to learn about.
In this section, you want things like your speaker's headshots, names, and their presentation titles. That's all you need. Don't include a whole bunch of information; you have other places on your website where you can go into more detail.
You do need to have a section about yourself.
Include a picture and a one or two paragraph bio just sharing what you do, who you are, and why you're passionate about the way your summit will help your attendees. Do not forget this.
Just showing your face does a lot for social proof. It makes you more trustworthy to everybody.
You can include details about how the summit is accessed.
Even though it's going to seem very clear to you that it's an online virtual summit, a lot of people will wonder. Clarify in a small section with the important details about your summit, where it is accessed.
Give people a little information on things like:
Include a section about what to expect. Every little detail is going to get someone closer to wanting to sign up.
If you have any fun extra things as a part of your summit included details as additional selling points.
Examples of this are:
Just a little small, short, and compact section on your registration page to add even more excitement.
Testimonials are so powerful for social proof.
If you've never hosted a summit before, you can use testimonials from past events, challenges, and maybe clients that touch on the results you've created for others that relate to your summit.
If you don't have anything like that, you can just start adding testimonials to the page as people start saying great things about your event. Don't worry if you can't include it now, you can always add it later.
Include a FAQ section that clears up any details you think your audience might be wondering about.
As you get emails with questions, add them to your FAQ section. If you get questions in your Facebook group, add those as well.
I like to touch on things like:
If you're selling an All-Access Pass, include a login link for those who purchase.
For most of us, our registration page ends up being the home page of our summit's website, so you don't want them to go searching for a link to login and access the All-Access Pass. I don't like to have a menu in the header of my registration page because I want people focused on the page copy, so I include my login link all the way at the bottom in the footer.
If you're working with sponsors, include details about that as you've agreed upon in your contract, whether it's a logo you know at the top or a specific section that highlights them and what they do, make sure you include that information on them.
Now go out and take action to plan, strategize, and launch your profitable online summit.
Learn how much time to set aside for planning and launching your profitable, stress-free online summit and use my calculator to set the due dates for you.