How to Write an Effective Webinar Description

Kurtis Kendall
Senior Copywriting Strategist
,
TechTarget
December 8, 2023
Kurtis Kendall
Senior Copywriting Strategist
,
TechTarget
December 8, 2023

Webinars continue to grow in popularity, with 79% of B2B buyers viewing webinar and video content on a weekly basis, according to TechTarget’s latest Media Consumption Survey. But if people don’t know what your webinar is about, they won’t prioritize attending. 

While formulating your webinar title and promotional subject line(s) is important for catching the attention of your prospects, your webinar description is the key ingredient for getting prospects over the fence to register for, watch and participate in your session.

But how do you craft a compelling abstract that resonates with your target audience and leads to a successful webinar for your organization? Continue reading to find out.

What your description should include

Your webinar description should be concise and focus on your audience’s pain points. It should clearly explain how this specific webinar session or series helps solve the viewer’s challenges.

Keep in mind that IT and business professionals can be risk-adverse, under-appreciated, concerned about budgets and negative visibility, and have their plates full. In other words, they get constantly inundated with solutions and don’t have time to waste on your webinar if it won’t address their urgent needs

Here are some specific best practices in five categories to help you craft your webinar description:

Abstract format

  • Length: Keep your abstract to 900 characters or less to ensure your core message isn’t lost. The more concise and actionable the message – especially when paired with these formatting tips – the better.
  • Paragraph breaks: We recommend breaking up your abstract text into small paragraphs to avoid having one giant block of text. Try to keep paragraphs to three lines or less, and further break up the text with bullet points, numbered lists, italics and bolding where appropriate.
  • Bullet points: A webinar will be 20 to 60 minutes on average, which is a big time commitment for busy tech professionals. It’s helpful to provide a few bullet points that succinctly outline the key takeaways, so potential viewers can skim the description before deciding to watch. Bullet points give them an easy-to-read overview of what they’re about to commit to.

Speakers

Mention webcast speakers and their associated titles to add authority to the discussion by highlighting their experience and expertise – especially if the speakers are from third-party analyst firms like Enterprise Strategy Group (ESG), Gartner, Forrester, IDC etc. The objective, independent viewpoint that third-party firms offer is highly valued by your potential customers, so make sure you call out their presence!

Data and statistics

  • Leverage relevant data, research trends and statistics to kick off your webinar abstract. These figures are eye-catching for potential viewers. They can also offer a “sneak-peek” into research you plan to share in the webinar itself.
  • Spotlight third-party/analyst statistics and research in promotional copy, especially if the webinar session centers on analyzing research results from said third-party. 

Additional information

  • Emphasize any interactive webcast elements you plan to utilize in the session, including Q&A, polls, in-session quizzes etc. 
  • Frontload the associated date/time/time zone of the webinar to ensure attendees are properly informed of exact webinar timing and can plan their attendance accordingly.

Calls to action

  • Always include a call to action (CTA) in your webinar copy. Make it simple and straightforward, telling the reader exactly what to do (be specific about the action and the content).
  • CTA examples include: Join us in this presentation; Tune in to this session; Register now for this upcoming panel discussion; Watch this on-demand webinar.

Webinar description example

This webinar description from BrightTALK demonstrates how to put all these best practices into action. It begins with a statistic that draws readers in and offers a preview of the research that will be discussed in the webcast.

Then it moves to highlight how the research ties to audience pain points – in this case – how organizations are at risk of account compromise if they fail to take necessary precautions. 

The description then transitions to the CTA and introduces the speakers simultaneously. The second paragraph ends explaining exactly how this webinar will help solve the audience’s challenges. 

Bullet points clearly outlining an overview of the talk conclude the description. Notice too how each paragraph is short and the abstract is well under 900 characters.

Bottom line

Your webinar abstract should be clear, concise and tell the reader exactly how your talk will help them solve their problems. Make sure to highlight third-party speakers, relevant statistics and research trends in your copy, and include a CTA that tells your audience what to do next. Leverage the advice in this guide for all your webinars to start creating highly effective descriptions that boost viewership and participant engagement. 

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