Webinars can open doors, inspire people, and build trust - or they can fall flat, overwhelm audiences, and vanish into the digital void.
In my last blog post, I wrote about why webinars are still worthwhile - especially as in-person events are back. This time, let’s take it to the next level: What really makes a webinar a great webinar? What works, and what doesn’t?
After countless projects (and lots of lessons learned), here are my personal tips for anyone looking to make the most out of webinars - whether for marketing, training, or employee development.
Five Tips for Hosting a Successful Webinar
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Plan Around Your Audience, Not Just Your Calendar
It sounds simple - but it matters: The best time to host a webinar is when it works for your audience, not just when it’s convenient for you. According to a survey run by GoTo, webinars perform best on Tuesday, Wednesday, or Thursday mornings. But consider when your specific audience is most available and engaged - and what they are actually looking for at that moment.
Pro Tip: Experiment with different times and formats. A 20-minute “espresso talk” at 9 am can be just as effective as a deep-dive session in the afternoon. For our own webinars, we’ve landed on a 9:15 am start.
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Make Your Webinar Audience-Centric, Not Presenter-Centric
Your attendees aren’t showing up to watch you speed through your slides. They’re here to learn, to understand, and to take away valuable input. So ask questions, use polls, and create real opportunities for interaction.
Easy trick: Start with an open-ended question in the chat, like “What brought you here today?” This immediately initiates interaction and participation. Or you can place that question upfront on the registration form and open the webinar with another open-ended question. Many moderators like to break the ice talking about the different locations from which people have joined the webinar.
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Invest in Storytelling - Not Just Endless PowerPoint Slides
People remember stories, not bullet points. Instead of presenting slides 1-37, open with a real-world example or best-practice sharing: “I remember working with a customer who…” - and just like that, your audience is listening.
Extra tip: Visualize ideas on the go (using a digital whiteboard) or include short videos and strong visuals - don’t let your deck be the only thing on screen.
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Prepare Your Follow-Up as Carefully as You Prepare Your Webinar
The webinar is the beginning, not the end. Many who register may watch the recording later. A good follow-up (with recording, a summary, further resources, or even a personal invitation to connect) can turn participants into customers or loyal community members.
Remember: Staying in touch after your event is how you stay in mind.
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Let the Tech Help You - But Don’t Let it Steal the Show
Modern webinar tools offer cool features: interactive elements, embedded videos, additional content, can all enrich your session – if shared with a purpose. But don’t forget: Technology is just the means to an end. Your presenter, not your slide deck, should be front and center. Turn on your webcam! Facial expressions and body language build connections and make your story personal. Remember: Slides don’t tell your story - you do.
Our recommendation at colited: Use a professional solution that’s easy to operate, like GoTo Webinar - and rehearse thoroughly beforehand.
Five Don’ts – What to Avoid
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Never “Just Wing It”
“Hello, can you hear me?” “Shall we wait a few more minutes for others to join?” This kind of start is not only unprofessional, it kills your momentum. Start on time, with a clear, purposeful opening: Who’s speaking, what’s the topic, and what can attendees expect? You can add an ice-breaker question to get your audience on board and give late arrivals a chance to settle in.
My tip: The first 90 seconds determine whether people keep on watching. Try promising something: “Stay until the end for…” or “We’ll cover X in the second half of today’s webinar.”
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Don’t Make Your Webinar a Sales Pitch
Great webinars sell through expertise and relevance - not by pushing features or discounts. Start selling too early and you’ll lose trust.
Better yet: Deliver real value, answer attendees’ questions, and then offer a subtle next step: “If you’d like to learn more…”
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Don’t Use Overloaded Slides or Walls of Text
If every other slide could double as a whitepaper, you might as well send a PDF and skip the webinar. Great webinars use reduction - a strong image, a single idea, a clear message per slide. Or, ditch the slides: go on camera, use a whiteboard, show a demo, have a genuine conversation.
Our motto: Fewer slides - more substance.
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Never Underestimate the Power of Structure
A webinar is not an encyclopedia entry. It needs suspense, structure, and a clear narrative thread. Just working through content loses your audience fast.
Better: Build your webinar like a great story - with an engaging beginning, a climax, and a strong finish. A “cliffhanger” or bold statement up front performs miracles.
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Don’t Treat Your Webinar as Just Another Task
A great webinar needs focus - from start to finish. If you treat it as a checklist chore, low engagement will be the result.
Set aside ample prep time for defining your objectives, aligning presenters, testing technology, rehearsing the content and moderation, inviting attendees, and following up. Or: bring in a professional partner to help support you.
Conclusion: The Difference Between “Just a Webinar” and “Wow what a webinar!” Is in the Detail
Most webinars don’t fail because of technology - but from lack of clarity, poor structure, or uninspired delivery. But the good news is: When you put in the effort, you’ll be rewarded. A great and engaging webinar sticks with your audience and makes an impact that lasts long after the session ends.
If you want to deliver webinars that are both professional and effective, remember this simple formula for success:
- Identify relevant topics for your target audience.
- Show up with an engaging presentation.
- Follow-up with insightful and valuable content.
At colited, GoTo Webinar has become our go-to solution for hosting successful online events. It’s truly been a game changer -allowing us to focus on crafting impactful webinar strategies, rather than getting bogged down by technical details.
Curious to find out more?
Try GoTo Webinar, the all-in-one webinar platform - whether for marketing, customer engagement, or training and development. With a strong concept and the right technology from GoTo, you’ll be surprised at the results you can achieve. Visit our GoTo Webinar hub page for more information.
About the Author: Daniel Holzinger has been a business consultant since 2011, specializing in strategy, digitalization, collaboration, and cybersecurity. With his consulting firm colited, he’s been a longtime GoTo partner and supports organizations as a full-service webinar provider.
