Webinars have become one of the most powerful tools for selling digital products, especially online courses. In a co-production launch, where the expert and co-producer work together to create and promote the course, webinars serve as the perfect bridge between audience interest and course enrollment. When done right, a webinar can convert cold leads into paying students in a matter of hours.
But not every webinar converts. In fact, many fail to generate engagement or sales due to poor structure, weak messaging, or lack of preparation. This article will teach you how to conduct webinars that convert effectively in a co-produced course launch, ensuring you capture attention, build trust, and close the sale confidently.
Why Webinars Work So Well for Course Launches
Webinars combine live teaching, storytelling, audience interaction, and a time-sensitive offer in one seamless event. They work because they:
- Deliver immediate value
- Create real-time engagement
- Build authority and trust
- Allow for objection handling
- Create urgency and scarcity
- Encourage live decisions and emotional buying
In co-production, the expert typically leads the webinar presentation while the co-producer handles the strategy, promotion, tech setup, and funnel behind the scenes.
Planning the Webinar: Set the Stage for Success
A successful webinar starts well before you go live. You must define clear goals, create a structure, and coordinate between both partners in the co-production.
Define Your Webinar Goal
What’s the main purpose of the webinar?
- Generate course sales
- Build an email list and nurture future buyers
- Test an offer before full launch
- Position the expert as an authority
Most co-produced course webinars aim to sell directly. In this case, your entire webinar should move attendees toward the decision to enroll.
Choose the Right Webinar Format
Select a format that fits your course, audience, and expert’s strengths:
- Masterclass: 45–60 minutes of value followed by the pitch
- Workshop: Interactive teaching with exercises and Q&A
- Case Study Webinar: Show how someone achieved results with your method
- Q&A Session: Great for warm audiences or post-launch boost
The most common and effective format is the value-driven masterclass with a pitch in the last 15–20 minutes.
Schedule the Webinar Strategically
Time and day matter. For most audiences:
- Weekdays: Tuesdays to Thursdays
- Time: 7–9 p.m. (local time) works best
- Avoid weekends or holidays unless your audience demands it
Use a tool like Zoom, StreamYard, WebinarJam, or even YouTube Live, depending on your tech preferences and desired features.
Promoting the Webinar: Attract the Right People
Driving registrations is the first step. Driving qualified registrations is the key.
Build a High-Converting Registration Page
Your landing page should include:
- Compelling headline (benefit-driven)
- What attendees will learn
- Date, time, and duration
- Bio and photo of the expert
- Strong call to action (e.g., “Reserve Your Spot Now”)
Add a short video teaser if possible to increase sign-ups.
Drive Traffic Through Multiple Channels
To fill the webinar, use a combination of:
- Email marketing: Warm up your list with value emails before sending the invite
- Paid ads: Use Meta or YouTube ads targeting relevant audiences
- Social media: Post stories, countdowns, and value snippets
- Partners and affiliates: Ask them to promote the webinar to their lists
- Blog or YouTube content: Publish related content that links to your webinar
Use urgency and scarcity: “Limited spots available” or “Only 200 seats due to platform limits.”
Send Reminder Emails and SMS
Most people register and forget. Send reminders:
- 24 hours before
- 1 hour before
- 10 minutes before
SMS reminders increase show-up rates. Use simple, friendly language: “Hey! Just a reminder that your free course masterclass starts in 10 minutes. Join us here [link]!”
Crafting the Webinar Content: Structure That Sells
A well-structured webinar keeps people engaged and leads them smoothly to the pitch. Here’s a proven outline:
1. Welcome and Introductions (5 minutes)
- Greet attendees warmly
- Acknowledge the live experience
- Set expectations (“We’ll go for about 60 minutes”)
- Briefly introduce yourself or the expert
Don’t start selling here. Focus on building rapport.
2. Hook and Promise (5 minutes)
- Ask a compelling question: “Have you ever felt stuck trying to turn your knowledge into a course?”
- Share what they’ll learn today
- Present the big promise: “You’ll walk away knowing how to plan, create, and launch your first course in 30 days”
Build anticipation for what’s coming.
3. Expert Story and Authority (5–10 minutes)
Let the expert share their personal story:
- Where they started
- What challenges they faced
- The turning point or method they discovered
- Their results and transformation
This builds credibility and connection. Use real language and authenticity.
4. Deliver Value (20–30 minutes)
This is the core of your webinar. Teach something truly useful that relates directly to your course. For example:
- “The 3-Step Framework to Validate Your Course Idea”
- “How I Got My First 100 Students Without Ads”
Use slides, visuals, or examples. Keep it practical, not abstract.
Make sure this section:
- Solves a real problem
- Shows what’s possible
- Prepares the ground for your course offer
5. Transition to the Pitch (2–3 minutes)
Smoothly shift to the offer by saying something like:
“Now that you’ve seen how the process works, you might be wondering how to apply it faster and with guidance…”
Introduce the course as the natural next step.
6. The Offer (10–15 minutes)
Present your course clearly and confidently:
- Course name and outcome
- What’s included (modules, bonuses, support)
- Price and payment options
- Deadline or special offer (webinar-only bonus)
- Guarantee (if applicable)
Use slides to break it down. Focus on the transformation, not just the features.
7. Q&A and Objection Handling (10–20 minutes)
Open the floor to questions. Answer honestly and enthusiastically. This is where most sales happen.
Prepare to answer common objections:
- “I don’t have time…”
- “What if I’m not tech-savvy?”
- “Will it work for my niche?”
Use real testimonials or examples to support your answers.
8. Final Call to Action
Wrap up with:
- A final recap of the offer
- Clear next steps (e.g., “Click the button below to enroll”)
- Urgency (“Bonuses expire in 24 hours”)
Thank everyone for attending, even if they don’t buy.
Follow-Up Strategy: Turn Attendees into Buyers
Most people won’t buy live. That’s why your follow-up is critical.
Send Replay Emails
Right after the webinar, send a replay link to all registrants—even those who didn’t attend. Keep the replay available for 24–72 hours.
Use emails like:
- “Here’s your webinar replay – available for a limited time”
- “We had so many questions—we’re answering them all here”
Create a Post-Webinar Email Sequence
Send 3–5 emails over the next few days:
- Day 1: Recap and bonus reminder
- Day 2: Case study or testimonial
- Day 3: Objection email (“What if it doesn’t work for you?”)
- Final day: Urgency email (“Last chance to enroll”)
Make sure your call-to-action and course link are prominent in every message.
Retarget with Ads
If you’re using paid ads, retarget:
- Webinar attendees who didn’t buy
- Landing page visitors
- Email openers who clicked but didn’t convert
Show testimonials, limited-time bonuses, or a countdown offer.
Bonus Tips for High-Converting Webinars
- Practice the webinar multiple times
- Use a co-host to manage chat, tech, and engagement
- Record the session and reuse it for evergreen funnels
- Use polls or questions during the webinar to increase interaction
- Keep energy high—your delivery matters as much as your content
Final Thoughts: Master the Art of Selling Live
In a co-production launch, the webinar is your most powerful tool to convert attention into action. It combines the storytelling of the expert with the strategy and structure of the co-producer—creating a dynamic, persuasive experience that builds trust and drives enrollment.
Take time to plan every detail. Deliver real value. And don’t be afraid to sell confidently—because when your offer genuinely helps your audience, selling becomes serving.