our hidden secret for webby conversion rates
no change to script, or funnel, or presenting skills...
Today, I want to share with you our little secret weapon that is helping us convert even more of our audience on webinars.
The Q&A session.
After taking more time to implement better strategies for Q&A sections on our clients webinars, we've started to see a few things happen.
Conversion Rate / Booking Rate has been increasing steadily
More good will is kept so the audience didn't feel like they had been sold to
Most webinar hosts treat the Q&A as an afterthought - something to tack on at the end if there's time left on their session.
They wing it, answering whatever random questions pop up in the chat.
But this approach misses a massive opportunity.
Why The Q&A Matters More Than You Think
The Q&A section offers unique advantages that the main presentation simply can't:
It addresses actual objections, not assumed ones. Instead of guessing what might be holding people back, you're dealing with the exact concerns that are stopping people from buying right now. One question might be the difference between someone paying or booking a call.
It creates social proof in real time. When one person asks a question, dozens of others are silently wondering the same thing. By answering publicly, you're overcoming objections for the entire audience at once.
It demonstrates your expertise under pressure. Anyone can deliver a rehearsed presentation. But answering questions on the fly shows you truly know your stuff.
It builds genuine connections. This is where you transition from "presenter" to "trusted advisor" - by directly engaging with individual concerns.
It gives you a second chance to present your offer. Many people tune out during the pitch section but pay close attention during Q&A because it feels more authentic.
How To Structure An Effective Q&A
The key is preparation. Here's a system I recommend:
1. Prepare For Common Questions
Before the webinar, identify the top 5-7 objections people typically have about your offer that you haven't already hadled in the presentation. For each objection, prepare a thoughtful response.
Common questions often include:
"How much time will I need to implement this?"
"What about taxes, legalities etc?" (this is definately a common one in B2C)
Having answers ready means you won't be caught off guard, even if nobody asks these specific questions.
2. Use An Objection-Answer-Solution Structure
For each question, try following this approach:
Acknowledge the concern
Answer directly and honestly
Connect your answer back to your solution
For example: "That's a great question about how much time this takes. You'll need about 3-5 hours per week for the first month as you're getting set up. Our program is designed with busy people in mind, which is why we've broken everything down into manageable steps..."
3. Consider Having Team Members Ready to Help
On webinars, it can be helpful to have team members attend who can:
Help answer technical questions in the chat
Ask questions the audience may have converns about
Keep the conversation flowing if questions are slow to come in
4. Address Important Points Even If Not Asked
If nobody asks about a critical aspect of your offer, don't miss the opportunity to address it.
You might say: "While we're on the topic, something many people wonder about is..." and then address an important point about your offer.
Why This Matters
When implemented thoughtfully, a well-structured Q&A section can:
Keep more people engaged until the end of your webinar
Address concerns that might prevent people from taking action
Create a more interactive experience that builds connection
We will also take thew questions from the Q&A and implement them into the next presentation so those common questions are answered and objection handled.
Your Q&A Action Plan
List the top objections or questions people typically have about your offer
Prepare clear, honest answers for each
Consider how to incorporate these into your Q&A strategy
Practice your answers so they sound conversational, not rehearsed
To your success,
Charlie McCormack