Registration page mistakes are the main reasons no one is registering for your workshops or seminars. The purpose of your registration page is to convert your web traffic into actual attendees. That means it has to (eeeek!) SELL. And frankly, most of the event pages I have seen, for lack of a better word, stink.
Selling is a dirty word to many seminar leaders, who just want to teach. Get over it. You need people in your workshop to teach. Without it, you might as well become a volunteer at the local community center. You need money in the bank in order to serve the people who need you.
You can send all the traffic in the world through social media or even pay per click advertising to your event page, but if it doesn’t do its primary job of converting visitors into attendees, you are wasting your time and money.
Here are the top 3 mistakes on your registration pages:
The headline of your page should not be the title of your workshop or even worse, the city and the date. You have 5-7 seconds to capture your visitors’ attention. Don’t waste it on a city and a date that people don’t care about. Craft a benefit driven headline that captures your readers’ attention, arouses their curiosity and makes them want to read on.
Too Many Distractions
Don’t give your page visitors too many choices. That means no side bar, opt-in form, or navigation bar. If you give your visitors the option to do something other than register, they will. You confuse them, and a confused mind never buys. Give your registration page on the net the clean look of a landing page. It will do wonders for your conversion rates.
If you use WordPress, it can be a challenge to find the right tool to create a clean looking page. I personally like Premise. It is a WordPress plug in, which means it works with your current theme and you don’t have to change anything. An additional bonus is that it is created by the people at Copyblogger and they have included copywriting tutorials in with the templates.
Not Using Enough Space
The nice thing about the internet is that you can use all the space you want. You don’t have to keep your copy to the front and back of an 8-1/2” by 11” page. Go on; add as much copy as you need to tell your prospects about your event. Tell them why they need to be there, how they will benefit and what they would miss out on. Don’t skimp on this. In this case, short is not sweet.
Your prospects have questions and it is your job to answer them before they click away and decide they don’t need to come to your event. They came to your registration page because they have a problem, one that your workshop can solve for them. Communicate that on your registration page.
Think of your registration page as a conversation between you and someone who is interested in your workshop. What would you tell them? Why should they come? What will you teach them and more importantly, how will that benefit them?
Are you making any of these mistakes? Make sure you plug the leaks in your event page and you will see your registrations increase.
If writing doesn’t come easy to you, you may need a helping hand in creating your registration page. In that case, see if my done-for-you registration page and email writing package is for you. Apply here for your 15-minute Event Marketing Breakthrough Session.