Coaching, Entrepreneurship

The Anatomy of a 7-Figure Webinar Funnel

By Austin Varley

Have you ever noticed that the best coaches and course-creators out there are always running webinars? Well, it’s no surprise! Webinars are one of the best ways for coaches, course creators, and consultants to engage with their audience and grow their following.

At Just Digital Inc., we’ve been serving coaches, course creators and consultants for the better part of 8 years. During this time, we’ve noticed that webinars are one of the most effective methods for professionals in these industries to reach new audiences, attract prospects, and establish authority. And that’s not all!

When it comes to selling high-ticket products or services (for example, a $1,997 course), webinars are the best channel. We know it from our own agency experience. We have helped our clients launch webinars that consistently deliver between six and seven figures. If you are wondering how we accomplish these results, you’re in luck, because in this article I am sharing the method we use to create 7-figure webinars for our clients.

So, What is the anatomy of a 7-figure webinar? This article will cover:

  • Why webinars are still important for sales for coaches and course creators in 2023
  • How to drive traffic to your webinar
  • How to get people to attend your webinar
  • Building an effective close-down sequence
  • The perfect webinar presentation structure

So, let’s jump right into it. I am going to pull back the curtain and walk you through how a successful webinar funnel is constructed and how this process works.


Why Webinars Are Still Important in 2023

Webinars have existed for over 3 decades. They started off as a way for large companies and multinational firms to communicate easily with international partners in real time, and quickly turned into one of the best ways to connect with customers, prospects and new audiences alike.

Back in 2020, when the COVID-19 pandemic shut down all live events, companies, and people turned to online events, including webinars, to connect. Although these existed before the pandemic, the demand and attendance for webinars increased during these years. Now that the world has reopened to live events, experts thought webinars would go away, but they haven’t.

Why not? The main factor is convenience. Webinars allow people to connect with businesses from the comfort of wherever they are, be this their home, a coworking space or an office. They give businesses a space to expand on complex topics that are relevant to their audiences, as well as a space to answer questions. And the best part is that when done right, they help businesses generate leads. Of course, to do this you need more than just a webinar, you need a full webinar funnel.

Are you ready to build a 7-figure webinar funnel, but you need help?
Contact our team to get started.


The Perfect Webinar Funnel

A successful webinar funnel that helps you generate qualified leads and sales should be simple. In essence, it has 5 phases: filling-up the funnel, the registration process, getting people to show up, the webinar, and the close-down.

The funnel I am sharing in this article works well for both live and automated webinars. Personally, I love live webinars because you get real-time interaction with your audience. However, automated webinars can help you create a lead and sales generation machine that runs 24/7.

Read on to learn about each phase.

Anatomy of a 7-Figure Webinar Diagram


Filling the funnel

A successful funnel starts by getting qualified leads to sign up to your webinar in a perfectly crafted registration page. You can attract these qualified leads through either paid ads or organic promotion, and I would suggest having a mix of both.

The traffic sources you chose will depend on your company’s strengths. If you already have a good email list, then you should definitely send them an email sequence inviting them to the webinar. If you have a strong social media presence and following, then you might want to post organic content announcing your webinar.

For paid ads, you should look into running ads on the largest channels: Facebook, Instagram and YouTube. Depending on your audience’s demographics, you might also want to take a look at running ads on LinkedIn, TikTok and even Snapchat.

All of these promotional efforts have one purpose, to take leads to a perfectly crafted registration page where they can sign up to your webinar. And if you want your registration page to be successful, your page needs clear copy that quickly conveys 3 things:

  1. What the webinar is about
  2. What problem or pain-point it solves for your audience
  3. The benefits your audience will receive by attending the webinar. And by benefits, I mean the valuable lessons they will learn during the webinar.

The title and copy of the webinar don’t have to be fancy or elaborate, they do, however, have to be clear. Your target audience needs to be able to read the title of the webinar and look at the above-the-fold section and understand the 3 points mentioned above.

The Webinar Registration Sequence

Ok, so you got the perfect lead to register to your webinar. Now what?

The first thing they should see is a thank-you page. The aim of this page is to start creating hype for the event. It can include a video of the speaker thanking the person for registering, or at least some bullet-point reminding them of the value they will get by attending the webinar. 

The next thing they should get is a confirmation email. This email should be very similar to the thank-you page. It should start by thanking the person for registering, and most importantly, it should include all the details they need to join the event (date, time, link, etc.). 

Alright. So, you managed to drive traffic to your registration page, you got people to register, and you even sent them a confirmation email. Some people might think that is enough, but trust me, it is not. Each registration should trigger a whole sequence of reminders (email and SMS) to get registrants to show up.

Getting People to Attend

Average attendance rate for webinars is around 40%, however, it is almost impossible to reach or even surpass this benchmark if you don’t implement a webinar reminder sequence. 

The goal of the reminder sequence is to get registrants excited about what they will learn during the webinar, so they will actually show up. This sequence is generally composed of 4-7 emails that create hype and also share basic details like webinar date and time. 

As a minimum, you should send a reminder on the day of the webinar, another one 1 hour before the webinar starts, and then one more approximately 10 minutes before the webinar starts. All of these reminders should include the link the registrant will use to join the webinar. 

Other emails can include short videos that act as teasers and warm the audience up for the webinar. It’s common to share information on why the information you will share in the webinar is so valuable, and how it will help them solve their pain-point, without giving away too much information that the webinar will actually cover. 

The Webinar

The day is finally here, it’s time for the webinar. The most important thing right now is to create opportunities to promote your product or services during the webinar. This can be as easy as reminding the audience that they can sign up for your promotion or offer and sharing a link with them. 

The other big part of the webinar is the presentation, but we will cover the webinar presentation structure later in this article.

The Close-Down Sequence

Once a webinar is over, you should implement what we call a close-down sequence. The goal of this series of emails is to convert webinar attendees to your offer. Your offer could be an actual product or service, or even a 30-minute strategy call with your team.

The very first email of the close-down sequence should be a thank-you email that includes a link to the webinar replay and a call-to-action (CTA) to your offer.

The rest of the close-down sequence should be between 5 and 10 emails, all of them geared towards getting webinar registrants to accept your offer. Common emails to include in this sequence are:

  • Testimonials and case studies of previous clients you have helped
  • FAQs about the topic you covered in the webinar and about your offer
  • Value emails reminding registrants how you can help them solve their pain-points
  • A sincerity-close email where the webinar presenter speaks from the heart on why he or she wants to help registrants. 

Just remember that every email in the close-down sequence needs to include a CTA to your offer. With all these items covered (filling the funnel, registration, getting people to show up, the webinar, and the close-down), you should be able to launch a successful 7-figure webinar. 

Now let’s go back to the webinar itself, so we can take a closer look at what you will be presenting. 

Are you ready to build a 7-figure webinar funnel, but you need help?
Contact our team to get started.


The Presentation

The webinar presentation is your moment to shine. This is where you deliver value to the people who register and show up.

At Just Digital, we love Russell Brunson’s webinar framework. He is the founder of ClickFunnels, and he wrote a couple of books we recommend reading if you haven’t already: DotCom Secrets and Expert Secrets.

His framework breaks down a webinar presentation into 3 sections: the introduction, the content, and the close. The introduction should be around 5 minutes. The content should take no more than 45 minutes. And then, at the end of the presentation you should take 10 minutes to pitch your offer, and 5-15 minutes for Q&A from your audience. 

In total, the webinar should take 60-90 minutes. Let’s take a closer look at each one of its sections.

The Perfect Webinar Structure by Russel Brunson


The Introduction

Your introduction should be short, and it should grab the audience’s attention. 

It should include a brief description of who you are, and why you are the right person to help them solve their main problem. At this point, you want to highlight your authority and expertise by sharing any credentials and experience you have on the topic you are presenting. 

The Content

The content in your webinar should cover what Russell Brunson calls “the ONE Thing”. This is a big problem or pain-point your audience has and what you will help them solve with the information you are sharing during the webinar. 

The way you help your audience solve this pain-point is by highlighting the 3 main objections they have towards their problem, and helping them overcome them. For example, if you are a career coach who teaches people how to find their dream career, your audience’s objections are probably something along the following lines: 

  • “I don’t have the time to apply to jobs” 
  • “I don’t know what my dream career is”
  • “I don’t have the right skills for my dream career”

So, in the content section of your webinar, you should evidence these 3 belief patterns and give them simple tips on how to get past each obstacle. This is the simplest way to break and rebuild a belief pattern for your audience and will provide immense value for them.

The Close

The general purpose of your webinar is to identify the things that are getting in your audience’s way, give them practical solutions, and teach them a couple new things. Once you have provided all this value, then you present your offer.

As I mentioned earlier, your offer can be one of many things:

  • A specific product or service that you want to sell more of,
  • An online course or program,
  • 1-1 coaching sessions,
  • A product bundle,
  • And even a free strategy session that can then lead to further business.

Whatever your offer is, you will pitch it in the close, helping your audience realize that your offer helps them solve the ONE problem they have. 



If you got this far, you now know everything you need to build a 6 to 7-figure webinar. 

Setting up a webinar like this takes a lot of work at the beginning. You have to implement all the landing pages, content, emails, and automations. Once you do this, you will have an asset that you can deploy month-in-month out or a couple of times a year. 

If you need help implementing your webinar we are happy to help, you can book a call here to see what working with us look like. If you know you want to run a webinar, but are not sure of what your offer should be, I recommend exploring these 7 revenue models for coaching businesses

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