Maximizing Webinar Sales With The Right Call To Action

Webinars consistently outperform traditional sales videos or sales letters…. Or at least they should when you do them right!

Because a webinar is a timed ‘event,’ you get the best parts of doing a stage presentation (like a captive audience and lots of time to educate) without needing to leave the office…

After writing and doing hundreds of live webinars for our stuff and for clients, I’ve found that the hardest part of the process isn’t the content or the offer… It’s figuring out what the right Call To Action, or CTA, will be for your webinar..

The more seamless the transition, the better your conversion of prospects to buyers.

I’ve wrote previously about the things you can do to really supercharge your sales through webinars including bonuses, downloads and increasing engagement from your attendees…  That’ll help you add a few extra sales.

The true hallmark of a solid webinar is linking up the good, educational content to the right offer, and then presenting the call to action type that’ll trigger the most buyer response.

When A Webinar Is A Good Fit

Before you decide that spending time writing a webinar is a good idea, it’s important to understand what webinars can do for you and your business…

By doing a webinar, you’re:

  • Educating your audience, whether that's showing them something that's working, relating part of your experience to their situation, or delivering valuable tips on something that you're both interested in.
  • Bonding with your audience because they're able to see your screen, hear your voice, ask questions, and sometimes get a glimpse of you through your camera (and webinar software!)
  • Engaging with your audience more intimately, outside of videos, audio, podcasts, blog posts and all the other one-sided media channels.

The goal, ultimately, is to move as much of your audience as possible into a product or a service that you offer, by presenting an offer at the end….

Typically, it doesn’t make sense to sell something below $100 on a webinar.  For the hour and a half that you spend presenting and the hours you spend promoting, oftentimes you’re better served to just send the same traffic to a sales video.

Products above $100 though – preferably above $250 – are very well suited to webinars!

For example, you can offer:

  • Your digital, home study course
  • A more expensive service that requires some education
  • A hybrid course, combining video elements and some form of coaching
  • Straight up, 1-on-1 coaching
  • Access to your mastermind or group coaching platform

The trick is building in a solid “Call To Action.”  It’s where they leave your webinar and (hopefully) go buy something.  Use the wrong CTA, and conversion suffers.

The Right CTA For Your Offer

Your Call To Action sets up your offer.  The right CTA will drive sales.  The wrong CTA will seriously impede your results.

Here’s a baseline for setting up the right Call To Action for your offer.

If Your Offer Is Less Than $1000

If you’re selling something below $1,000, you’re best served sending your folks right to a sales page.  On your sales page, you’ll need:

  • [Optional] Video Sales Letter
  • Recap the features and benefits of the offer
  • Product images
  • Testimonials from buyers
  • Specific details about what customers will be receiving, and when.
  • Restate the price and the terms of purchase
  • Include the 'Buy Now' or 'Add To Cart' button
  • State the guarantee (if you have one)

You can either collect credit card details right on that page by placing an order form where your buy button would be, or you can use a second shopping cart page to handle the order form.

If Your Offer Is More Than $1000

If you’re program is more than $1,000, you’re probably going to need to sell on the phone.  It used to be that you could sell anything up to $5,000 on a webinar, but conversion significantly drops once you hit the $1K level.

In this situation, your offer really should be made during a ‘Strategy Session’ or some similar call.  A lot of folks in the industry use “Strategy Sessions” or “Consulting Sessions” to label their calls.

You can use that or come up with your own name.

For Strategy Sessions, we want to:

  • Qualify the folks we're going to talk to, to make sure they're a good fit for our offer
  • Get their contact details, like phone number, email address, Skype ID, etc
  • Ask them why they're booking a time to for a call, specifically.  Figure out what troubles or roadblocks they're currently experiencing so that you know how to best help them.
  • Do some discovery...  Ask what they've tried in the past, what they're goals are, what they desire and want...
  • Future-pace your prospect by alluding the benefits they'll be getting on your call...
  • Dollars and cents.  Find out if they're willing and able to invest the kind of money that you'll be asking for

NOTE: If you’d like a more in depth article on this, there’s a full article, 6 Tips For Qualifying Prospects Better, over on TimeSlots.

After your prospect fills out the Strategy Session form, then all that’s left is handling the sales call!  Most of our Done For You Clients sell exclusively through these types of sales funnels…

You can call back each and every person, you can cancel the appointments that don’t seem to fit, or you can redirect redirect them to a different offer.  Once you’re getting fully qualified leads, how to handle them is up to you!

When you’re getting started, I’d say keep everyone’s calls, regardless of how qualified they are.  Lots of times, the most unqualified person on paper ends up being the best client and customer you could ever ask for!

Get Your Webinar Started

Regardless of whether you’re selling a high end coaching platform, a mastermind group, or a video course; webinars will work.  The challenge is in writing one that’s both educational and focused on converting your audience, without lots and lots of trial and error and testing.

It’s pretty easy to blow through a good sized ad budget quickly when you’re dialing in your webinar, so it’s best to start with something that’s proven right out of the gate.

Inside Scriptly, there’s a webinar writing tool that we call the “Webinar Wizard.”  The Webinar Wizard walks you through the copywriting process by asking you pointed questions about your offer, content, experience, etc…

To write your sales presentation, simply:

  • Choose whether you want to include a "Fast Action Bonus" or a "PDF Download"
  • Complete the forms through the step-by-step wizard
  • Download your PowerPoint presentation
  • Add a few images and give it a once over so that it connects with your audience
  • and then, get it scheduled and promote it!

(Also inside Scriptly, there are email templates for promoting the webinar and the webinar replay!)

Here’s a video on how it all works:


If you need anything or if we can help, please let us know at support@scriptly.org or click here!


  • james

    Reply Reply May 3, 2016

    timely ‘n helpful : )

    Thanks Jason!

    • Jason Drohn

      Reply Reply May 3, 2016

      My pleasure James!

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