How to run a webinar that brings in leads

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, a single hour of teaching can keep bringing in leads long after you have logged off. Below you will find how it works, the rough numbers to expect, the moves that make it land, and a few ways we can help if you would like a hand.

Does this work for your business?

Webinars are not just for online coaches. They earn their keep across the three kinds of business we work with most.

Professional services and B2B. If you sell expertise — an accountant, a solicitor, a consultant, an 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 effectively raise their hand as warm leads.

Local businesses with a location. 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 pure high street shop, the same funnel works in person: swap the webinar for a small in-store workshop or a demo evening.

Founders and startups. 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 actually 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 with.

What £60 can turn into

Here is one worked example: six days of ads at ten pounds a day. It shows roughly how the numbers can cascade from spend down to live attendees. The shape matters more than the exact figures.

This is only an example. Real ad spend and conversion rates vary a lot from one niche to another, and with your title and your offer. Treat these as a rough shape to plan around, not a promise.

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. These are the moves that matter most.

The emails your CRM sends for you

One booking triggers a whole sequence, so you set it once and every registrant is looked after automatically.

Eventbrite also emails the people who register, reminding them about the event as it gets closer, so the platform helps with the nudging alongside your own messages.

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. Get in touch and we will walk you through what each option includes.

Every business is different, so we cannot promise specific results. What we build is a system, and it will need to evolve to fit your niche as we learn what works.

Take it and run with it

If any of this is useful, you are welcome to use it on your own. And if you would like a hand at any stage, we are happy to help. No pressure either way.