In this article
A webinar funnel is the simple journey that takes someone from spotting your event to becoming a warm, interested lead. You pick a topic your ideal client cares about, teach it generously to a room of the right people, then make it easy for the keen ones to take the next step with you.
The real work is the system around the event. A sharp title pulls people in, a small ad budget fills the room, and a handful of automated emails do the follow up for you, before and after. Done well, one hour of teaching can keep bringing in leads long after you have logged off. Below: how it works, the rough numbers to expect, the moves that make it land, and a few ways we can help.
Does this work for your business?
Webinars are not just for online coaches. They work across the three kinds of business we work with most.
Professional services and B2B. If you sell expertise, as an accountant, solicitor, consultant or agency, a webinar is one of the cleanest ways to prove it. Teach something your ideal client genuinely needs, like "five tax mistakes that cost limited companies thousands", and the keen ones raise their hand as warm leads.
Local businesses with premises. Clinics, studios and practices do especially well. A skin clinic running "how to actually fix adult acne", or a physio teaching "desk posture fixes for lower back pain", turns a free session into a diary full of local bookings. For a shop, the same funnel works in person: swap the webinar for a small in store workshop or demo evening.
Founders and start ups. When you have more time than budget and no audience yet, teaching is how you build one. A single repeatable webinar gives you a pipeline, a reason to grow your list and a low cost way to test what your market responds to before you spend big.
The journey, in six steps
Every webinar funnel runs through the same six stages, from the first click to a lead you can follow up.
- 1TrafficReach the right people
- 2RegisterCapture name and email
- 3RemindLift the show up rate
- 4TeachDeliver real value live
- 5OfferOne easy next step
- 6Follow upClose after the event
One hour of teaching can keep bringing in leads long after you have logged off.
The moves that make it work
Keep the build light and let a few good decisions carry it. None of this needs to be clever. It needs to be clear, useful and easy for the right person to say yes to.
Start on Eventbrite, with your eyes open
In the UK it has a big ready made audience, so it is a cheap way to fill a free room. The catch: that audience is broad. Let a sharp, specific title do the filtering, and lean on your own list and socials for the bookings that convert.
Promote for £5 a day
Boost the listing on the platform at around five pounds a day for six days, roughly thirty pounds in total. Small spend, steady reach in the run up to the event.
Write a title that pulls
Your title does most of the selling. Promise one clear result, or save people from one costly mistake. Specific always beats clever.
3 steps to ___ · 5 mistakes to avoid when ___Free ticket, paid VIP upgrade
Make the event free so the room fills, then offer a paid VIP option for people who want more: a workbook, the recording, templates or a small group session afterwards.
Teach for 80, sell for 20
Give your best material for most of the session and do not sell. When the value has clearly landed, make one soft offer at the end with a simple, low risk way to start.
Share it everywhere
Do not rely on the platform alone. Share the event on your social channels and with your newsletter. A personal post or a short note to your own list often brings more bookings than the ads.
Solve one real problem
Build the whole session around one painful problem your ideal client has. One clear promise pulls better than a broad overview.
Keep it tight
Thirty to forty five minutes is plenty. A focused session respects people's time and keeps more of them watching to the end.
Run it more than once
The same webinar gets sharper every time you give it. Repeat it monthly and it becomes a steady, predictable source of leads.
Capture every booker in your CRM
Save each person the moment they register, then let the follow up emails below run on their own. This is where a quiet event turns into a steady stream of leads.
The emails your CRM sends for you
One booking triggers the whole sequence, so you set it up once and every person who registers is looked after automatically.
1 hour after booking
Thank you and VIP offer
Confirm the seat, build excitement and present the VIP upgrade while interest is highest.
Promotional1 day before
Reminder
A short nudge with the date, time and joining link so the booking stays front of mind.
Reminder4 hours after
Feedback and soft offer
Say thank you, ask for quick feedback, share the replay and repeat the easy next step.
PromotionalEventbrite also emails the people who register as the event gets closer, so the platform helps with reminders alongside your own messages.
What £30 can turn into
Here is one worked example: six days of ads at five pounds a day. It shows roughly how the numbers cascade from spend down to live attendees. The shape matters more than the exact figures.
The maths · one worked example
Six days of ads at five pounds a day, and roughly how the numbers fall from spend to a room of live attendees.
buys you reach
about 1% click through
about 30% book a ticket
about 30% show up
This is only an example. Real ad costs and conversion rates vary a lot between niches, and with your title and offer. Treat these numbers as a rough shape to plan around, not a promise.
Four ways to make it happen
From running it yourself to handing the whole thing over: the more we take off your plate, the more we do for you.
Investment Free
Do it yourself
You lead
Best if you have more time than budget. Take everything on this page and run your own webinar funnel whenever you are ready.
Investment £
Strategy
We plan, you build
We map the whole funnel together: the title, the offer, the ad plan, the emails and the numbers to aim for. You build it from the plan.
Investment ££
Done with you
We build it together
We set up the event, the CRM and the automated emails as a team, then you run your webinars with our support.
Investment £££
Done for you
We run the whole thing
We plan, build and run the entire funnel from start to finish. You show up and teach. Everything else is handled.
Every business is different, so we cannot promise specific results. What we build is a system, and it evolves to fit your niche as we learn what works.
Questions people ask
What is a webinar funnel?
A webinar funnel is the journey that takes someone from spotting your event to becoming a warm lead. You pick a topic your ideal client cares about, teach it live, then make it easy for the keen ones to take the next step with you.
How much does it cost to fill a webinar with ads?
In our worked example, around £30 (six days of promotion at £5 a day) can buy 15,000 to 20,000 impressions and bring roughly 10 to 20 live attendees. Real numbers vary a lot by niche, title and offer, so treat them as a rough shape, not a promise.
How long should a webinar be?
Thirty to forty five minutes is usually plenty. A tight, focused session respects people's time and keeps more of them watching to the end.
What emails should you send around a webinar?
A simple automated sequence works well: a thank you and VIP offer about an hour after booking, a reminder the day before, and a feedback and replay email a few hours after the event.
Webinar funnels
Want a webinar funnel that runs itself?
We can set up the event, the CRM and the automated follow up so every person who registers is looked after, done with you or done for you. Prefer to talk it through first? We will map it out together.
Talk to usNo sales pitch, just a plan you can use.
Got questions about your own setup? Email info@m4trixdev.com and I am happy to take a look.
Written by
Matteo Beroldo
Founder of M4TRIX DEV. Over 20 years at GSK and Nestlé, now helping small businesses get found online and win more clients. About us