You are losing prospective clients in an unexpected place.

Today, in step #2 of “5 Steps To Getting More Clients From Every Workshop or Webinar You Do,” I’ll tell you where it’s happening and the simple fix.

The place is the page you drive prospects to to register for your event.

Almost no one gives this mission-critical part of their marketing campaign enough thought, and it costs them.

The number one mistake is not having your registration page reflect precisely what drove them to it. Your Facebook ads, emails, and direct mail pieces must mirror what’s on the registration page.

If your prospects come to the page and need to think whether or not they’re on the right page, even for a few seconds, you’ll lose a lot of them.

I’ve dramatically increased event registrations for clients with just that simple fix.

Now let’s talk about the structure of the registration page.

Here’s an example of the top third of the page:

You are losing prospective clients in an unexpected place.

Today, in step #2 of “5 Steps To Getting More Clients From Every Workshop or Webinar You Do,” I’ll tell you where it’s happening and the simple fix.

The place is the page you drive prospects to to register for your event.

Almost no one gives this mission-critical part of their marketing campaign enough thought, and it costs them.

The number one mistake is not having your registration page reflect precisely what drove them to it. Your Facebook ads, emails, and direct mail pieces must mirror what’s on the registration page.

If your prospects come to the page and need to think whether or not they’re on the right page, even for a few seconds, you’ll lose a lot of them.

I’ve dramatically increased event registrations for clients with just that simple fix.

Now let’s talk about the structure of the registration page.

Here’s an example of the top third of the page:

Notice that the pre-head calls out exactly who the presentation is for. This is where you start the filtering process so you get the prospects you want in the room.

Next is the headline. We talked about that in yesterday’s DEEmail. Still, the point I want to reiterate is the importance of ensuring your marketing materials that lead people to this page include the same pre-headline, headline, and sub-headline.

After that, we have the countdown clock. You want to have the seconds ticking down because it adds a subtle sense of urgency.

Directly below that is the button the prospect clicks to reserve their spot. It should be written in the first person. Don’t miss the low-key but subtle “Seating is limited. Register Now” copy. This adds a gentle bit of scarcity.

WARNING: Ensure that your registration button is ‘above the fold’ online and on mobile. That means that no scrolling is necessary. If the prospect needs to scroll, you’ll lose some of them.

After that, you will have intriguing bullet points. Here’s an example:

These are the same bullet points you would use in your invitation emails, direct mail, etc.

Then include a brief bio.

However, this is important: write your bio so you’re not just describing who you are, but how you help clients.

Read that again.

Here is an example of a bio I might use:

For over 25 years, Dave Dee has helped professional service providers convert more prospects into appointments and then appointments into clients. Through his trainings, workshops, and Elite Coaching Program, Dave teaches a systematic approach to strengthening the entire conversion chain, from first touch to signed engagement, without high-pressure selling or manipulative tactics. If you’re good at what you do and want more of the right prospects turning into clients, Dave can help you make that happen.

Notice that even though I’m talking about myself, it is nearly all about the outcomes I get for clients.

Add another CTA button below your bio so prospects don’t have to scroll back up to register.

Tomorrow, in part three of this series, I’ll share with you a ‘magic’ confirmation page that will get white-hot prospects to schedule appointments…even before attending your presentation.

Kick butt, make mucho DEEnero!

Dave “More Registrations, More Clients” Dee