If you watched my last video on the lead magnet funnel, you’ll know I’m a big believer in keeping things simple. No fluff. No overcomplication. Just the stuff that actually works.
So let’s talk about webinar funnels.
Now, I know what some of you might be thinking. “Webinars? That sounds like something for the tech-savvy crowd.” I get it. I really do. But stick with me here, because what I’m about to walk you through is genuinely one of the most effective ways to build trust with your audience and turn that trust into sales. And you don’t need to be a techie to do it.
Why Webinars Still Work (Especially for Us)
Here’s the thing. People buy from people they know, like and trust. That’s not some marketing cliché. It’s just how human beings work, and it’s been that way long before the internet came along.
A webinar gives your audience the chance to spend real time with you or with someone you trust. They get to hear your voice, see your face, ask questions. It’s the closest thing to sitting down with someone over a cuppa and having a proper conversation about something that matters to them.
For those of us over 50, this is actually our superpower. We’ve got life experience. We’ve got stories. We’ve had enough nonsense to know the difference between genuine and glossy. And your audience can feel that when you show up on a webinar. They’re not looking for a slick performance. They’re looking for someone real.
The Anatomy of a Webinar Funnel
Let me break down how this all fits together, because once you see it laid out, you’ll realise it’s far less complicated than it sounds.
The Opt-In Page
This is where it all starts. You drive people to a page where they can register for your webinar. Name and email. That’s it. Don’t ask for their phone number, their shoe size and their mother’s maiden name. The more fields you add, the fewer people sign up.
Keep it clean and simple.
Before they even get to this page, though, you want to pre-frame them. I always use video for this. A short piece of content that gives them a taste of what’s coming, builds a little curiosity and lets them see that you’re a real person with something genuinely useful to share. If you’re inviting someone to watch training, it helps if they’ve already seen you teach something. It sets the tone.
The Thank You Page
Once they’ve registered, they land on a thank you page. Now, this doesn’t need to be fancy. Mine literally says “Thank you for registering” and tells them the details have been sent to their inbox.
And that last bit is important…
Never put the webinar link or any download directly on the thank you page itself. Always send it to their email. Why? Because if you don’t, you’ll end up with a list full of bots and fake addresses.
You’ll think you’re building something when really you’re building a sandcastle at high tide. Send it to the inbox, and you know the people on your list actually want to be there.
You could also use the thank you page to stack extra value. A bonus tip, an additional resource, something that reinforces why they made a good decision signing up. But don’t overthink it. Done is better than perfect, and I’m the first to admit my thank you page had an AI-generated image that looked a bit like me but, as I said, didn’t quite have the soul. It still worked.
The Email Follow-Up Sequence
This is where a lot of people go wrong. They send one email and then wonder why nobody showed up.
Here’s the truth. People are busy. Especially our audience. They’ve got grandchildren to look after, appointments to keep, lives to live. They signed up because they were interested, but life got in the way.
So you follow up. Every day if you need to. On the day of the webinar, send a reminder in the morning, the afternoon, and an hour before it starts.
“But John, won’t I annoy people?”
Some, yes. And those people will unsubscribe. And honestly? They’re doing both of you a favour. The people who actually want to be there will thank you for the reminder. I’ve had messages saying exactly that. “Thanks for the nudge, I’d completely forgotten.”
So don’t be shy about following up. It’s not pestering. It’s caring enough to make sure they don’t miss something they wanted to see.
⇒ Quick Win
If you’ve already got an email list but you’ve never run a webinar, here’s your quickest path to results.
Find a product or service you genuinely believe in that already has a webinar you can promote.
Build a simple opt-in page with just a name and email field, send people to the webinar, and follow up afterwards.
You don’t need to create the presentation, worry about the tech of going live, or write a script. You just need to connect your audience with something valuable and be there yourself so you can speak about it honestly.
That one move can generate more trust and sales than a dozen social media posts.
You Don’t Have to Do the Webinar Yourself
This is the bit that makes a lot of people breathe a sigh of relief.
You can leverage someone else’s webinar. If you’re promoting a product or service you believe in, and the company runs their own webinars, you can simply send your audience there. You don’t have to create a presentation. You don’t have to worry about the tech of going live. You just promote, follow up, and let the experts do the heavy lifting.
That’s exactly what I do with HBA. They run a training webinar on the last Monday of every month. All I do is promote it, get people registered through my funnel, and they handle the rest. Done for me. No stress. No pressure.
But here’s the caveat, and it’s a big one. You need to actually be on the webinar yourself. You can’t tell your audience “it was brilliant” if you weren’t there. That’s not authentic. And if there’s one thing I bang on about more than anything, it’s authenticity. Be there. Watch the replay at the very least. Know what your audience experienced so you can follow up with integrity.
I’ll be honest, being in the UK means these webinars start at 1 a.m. for me. And the last one ran until about 4 in the morning because there were so many questions and so much genuine excitement. But I was there because that matters.
Live, Pre-Recorded, or Fake Live? Let’s Be Honest
If you’re doing your own webinar, you’ve got two honest options. Do it live, or do it pre-recorded and tell people it’s pre-recorded.
What you should never do is use one of those software tools that makes a pre-recorded webinar look live when it isn’t. I’ve seen well-known marketers do this. Someone asks in the chat “Is this live?” and they type back “Yes, definitely live.” When it clearly isn’t.
That’s disrespectful to your audience. And for our audience in particular, people who’ve been around the block, who’ve seen their share of scams and empty promises, it’s the fastest way to destroy trust. Just be straight with people. If it’s pre-recorded, say so. Tell them you did it that way to respect their time. Most people appreciate the honesty far more than they’d appreciate a fake “live” experience.
Stop trying to be perfect and start being genuine.
Most People Get This Wrong (Click to expand)
The biggest mistake I see people over 50 make with webinar funnels is overthinking the follow-up.
They send one polite email after registration and then go quiet because they’re worried about being annoying.
But here’s the reality. Your audience signed up because they were genuinely interested. Life gets in the way. Kids visit, the dog needs walking, and someone rings at the worst possible moment.
If you don’t remind them, they’ll miss something they actually wanted to see, and you’ll both lose out.
Send reminders on the day of the webinar. Morning, afternoon and an hour before. The right people will thank you. The wrong ones will unsubscribe, and that’s a gift, not a problem.
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I know a lot of people get hung up on the tech side of things. “What software do I use? How much is it going to cost me? Do I need a degree in computer science?”
The funnel builder I use costs me twenty-five pounds a month. That’s it. Unlimited funnels, unlimited domain names, hosted on Amazon AWS so it’s fast and secure. If something goes wrong on the technical side, it’s not my problem. I’m just paying a subscription to make sure it works.
I’ve been doing this online for nearly 20 years. I’ve had my own hosting, which was expensive by comparison and came with all sorts of headaches. This is simpler, cheaper and better. And I didn’t build my webinar funnel from scratch either. I copied a done-for-you template, changed the banner to match my branding, updated the text and the image, and I was live. That was it.
For anyone who’s ever sat staring at a blank screen thinking, “What on earth do I write? What’s the psychology behind this? Where do I even start?” This takes all of that off the table.
Advanced Strategy (Click to expand)
If you’re already comfortable with webinar funnels and you’ve got a consistent flow of registrations, start segmenting your follow-up based on behaviour.
Most decent email platforms let you tag subscribers based on whether they attended, watched the replay, or didn’t show up at all.
Each of those groups needs a different conversation. Attendees who didn’t buy might need a specific objection addressed.
Replay watchers might need a deadline. No-shows might need a condensed version of the key takeaway to reignite their interest.
This kind of segmentation turns a good funnel into a great one, and it means you’re speaking to people based on where they actually are, not where you assume they are.
One Funnel, Not Fifteen
Here’s a piece of advice from someone who’s made this mistake more times than I’d care to admit. Don’t build fifteen funnels. Build one. Maybe two. But that’s your limit until those are working properly.
When you’ve got one funnel, you know exactly where your links go. Your calls to action are consistent. Your marketing is focused. The moment you start juggling more than three, you forget what half of them do. Trust me on this.
The temptation is always to build more. Another funnel for this, another one for that. But the people making real money online are usually the ones with one funnel that works, not twenty that don’t.
Action step (Click to expand)
Here’s what I’d like you to do this week.
Set up a single webinar opt-in page using whatever funnel builder you have access to.
If you’re using HBA’s funnel builder, grab one of the done-for-you templates and simply change the headline, image and branding to match yours.
Write a short follow-up email sequence of three to five emails that builds anticipation for the webinar day. Then create or record one short video, no more than two or three minutes, that pre-frames your audience on what they’re going to learn.
Share that video on whatever platform you’re most comfortable with, and direct viewers to your opt-in page.
Don’t wait until it’s perfect. Get it live, learn from the data, and improve as you go. Stop trying to be perfect and start being genuine.
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It’s About Cash Flow, Not Complexity
The average person in online marketing spends somewhere around two hundred pounds a month on subscriptions just to keep the lights on. A funnel builder here, an email tool there, a webinar platform over there, image software, hosting, the list goes on.
For me, it’s always been about cash flow. Cash flow is king. If you can replace five or six separate tools with one that does everything you need, that’s not just convenient. That’s smart business. And when you’re building towards retirement, or you’re already in retirement and building something on the side, every pound you save on overheads is a pound that stays in your pocket.
That’s one of the things I genuinely appreciate about HBA. They’ve been working on bringing everything under one roof. One tool that replaces the clutter. It makes perfect business sense, and it means you can spend more time actually marketing and connecting with people instead of wrestling with technology.
Ready to take the first step?
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