1st Requirement: Well Researched.

This first step is the most important. The idea is to do a little good ol’ fashioned keyword research to get an indication of the volume of searches that are being conducted for your topic. When performed correctly, this should clue you into the most persuasive terms to include in your webinar titles.

Especially if this will be an ongoing webinar (weekly, monthly, etc…), it makes perfect sense to optimize the title for SEO purposes. Your webinar title will appear on the top of your landing page as well as all your inbound links. Therefore, the more you optimize it, the easier your life will be in the long run. The best way to approach this is to look for long tail keywords that have low competition.

This process can be run very quickly by using the tool at KWFinder. Simply type in the main keyword that relates to your webinar, and it will provide you with multiple iterations of long tail keywords that have low SEO competition. Eliminate any search terms that are awkwardly worded or not reflective of what your webinar is actually about.

For example, if you are giving a webinar on how to get more social media followers, here are a couple webinar titles that you may be able to find using KWFinder or other research tools:

1. How to increase social media presence

2. How to get more social media followers

The first search term has 90 searches with an average cost per click of $10.28, while the second search term has 50 searches with an average cost per click of $1.34 (at the time of writing). If it were me designing this webinar, I would select the second search term. While it has less search volume, the cost per click is significantly lower, which can indicate lower competition.

While it may be tempting to focus on the keywords that have the highest search volume or the lowest cost per click, it is actually more important to find those keywords that are representative of your webinar’s content. You need to manage the expectations of your webinar attendees, and coming up with an accurate webinar title is an important part of that process.

Once you have a list of some long tail keywords that are related to the content of your webinar, the next step is to transform them into great webinar titles by making them clear and compelling. 

2nd Requirement: Clear.

Many marketers are tempted to come up with a flashy title for their webinar. You should avoid this line of thinking, unless you really want to embrace the “used car salesman” approach to your business. Our advice? Resist the urge to pile on the buzzwords, and instead focus on developing a very clear message that you want your webinar titles to communicate.

Refocus on your audience here. Generally, people enter into webinars with the intention of learning something that will produce value in their lives. This could be something that makes them a better salesman, a better entrepreneur, a better marketer, etc.

From this realization, you can run a fairly simple “fill in the blank” formula.

What you teach + The value it provides

For example, if you are hosting a webinar on how to increase your social media followers, the formula would look like this:

“How to get more social media followers to improve your online reputation”

We took the first part, “How to get more social media followers” directly from our keyword research. The second part, “to improve your online reputation” is the value proposition that we add on to complete the title.

This webinar title is effective because it is clear. Your attendees know exactly what they are going to learn, and they know exactly what benefit it will provide to them in the future.

Here’s one last tip regarding clarity in webinar titles: Don’t confuse your prospective attendees by using overly complex industry jargon. Unless you are delivering a very niche webinar to a highly specialized audience, you are better off using plain English words. Save the technical terms for your content. 

3rd Requirement: Compelling.

Finally, your webinar titles need to be compelling, or nobody will be interested in joining them in the first place. This can be in the form of a great subtitle that makes a compelling offer, guarantee, or testimonial. Continuing with our example so far, the main title for our webinar is:

“How to get more social media followers to improve your online reputation”

This is a great title because it is well researched and clear. All it needs is a compelling subtitle to really draw people in. Here is a list of a few subtitles that would complement the main title.

1. Compelling offer: “Get your first 500 followers for absolutely no upfront cost”

2. Compelling guarantee: “Less than one hour per week for 500 new followers”

3. Compelling testimonial: “How we improved Client X’s followers by 89% in one month”

All of these subtitles are compelling because they use numbers that allow the prospective attendee to quantify the benefit of what you will be teaching. While “increasing social media followers” is attractive, it is also somewhat vague. Meanwhile, by adding “Less than one hour per week for 500 new followers” to your webinar title, your prospective attendees will add 500 on top of their current social media following. It gets them to imagine what it would be like to hit that number.

While compelling webinar titles are important, you want to be careful with this piece. Since the goal of your webinar is to eventually convert your webinar attendees into customers, you want your webinar titles to be compelling while resisting the urge to include outrageous claims or lofty promises.

The truth is, people are smart enough to be suspicious of the “one weird trick” to “increase your X by 1,000%” type of claims. Content with titles along those lines is generally cheap and insubstantial. Therefore, you want to put yourself in a position where you can under-promise and over-deliver. Come up with a compelling subtitle that delivers a promise you are highly confident that you will be able to deliver upon.