A webinar is an online session with presenters and an audience, usually with slides, demos and live questions. B2B SaaS companies use webinars to teach, launch features, host customer and partner panels and generate leads through registration. A webinar is also a source of material: one recording can become a video, a blog post, clips and a transcript.
Types of SaaS webinars
Different formats serve different stages of the buying process.
- Educational: teaching a skill or process, often with a guest expert
- Product demo: showing the product solving a specific problem
- Launch: walking through a new release
- Customer panel: users sharing how they work
- Onboarding and training: helping existing customers adopt features
Getting search value from a webinar
Registration pages usually lose value once the event is over. Turn them into on-demand pages that host the recording, a summary, key takeaways and a transcript or edited write-up. That text gives search engines something to index. Google's video guidance covers making video content discoverable, including providing a dedicated watch page.
Google supports Event structured data, including for online events, though rich result eligibility and display vary, so check current documentation.
Example
From live session to evergreen page
Hypothetical company Lanternbay sells a product analytics tool. It runs a monthly webinar on one analysis technique, such as cohort analysis. After each session, the registration page becomes a watch page with the recording, chapter markers, a written summary and a downloadable worksheet. The best segments become short clips for social and sales.
Common mistakes
Leaving dead registration pages
A page inviting people to register for an event that ended months ago frustrates visitors. Convert or redirect it.
Sales pitch as education
Promising a how-to session and delivering a product pitch damages trust in future invitations.
Questions
It depends on the goal. Gating collects leads; ungated recordings reach more people and can be found in search. Some teams gate for a period after the event and then open them up.
