Challenge

Second Ladder needed a webinar that could convert newsletter subscribers and ad traffic into booked strategy calls. The webinar had to do three things: establish credibility fast, build belief in the framework before the offer, and give the presenter (Mira Malek, Head of Recruiting) a clear structure she could deliver confidently without a script. Most webinar decks either over-teach and lose energy before the pitch, or rush to the offer and feel like a sales call. The goal was a system that balanced education with conversion, and could run repeatedly with minimal prep.

What I built

A full webinar launch system covering every touchpoint from signup to close. The deliverables: a registration page, an automated reminder sequence (email and SMS), a 26-slide presentation deck designed from scratch with a custom visual system, speaker notes for every key slide, and the live delivery setup in Easy Webinar. The deck follows a deliberate arc: engagement (pop quizzes), education (framework deep dives with real market data), social proof (three client case studies with specific outcomes), and a structured close sequence that moves from two choices to a clear CTA.

How it works

The funnel starts with the signup page, which feeds into Easy Webinar's registration system. Automated reminders fire at set intervals before the event to protect show rate, the biggest leverage point in any webinar funnel.

The presentation itself is built on a two-background design system (dark and cream) with consistent typography, card layouts, and brand elements across all 26 slides. I started from an existing 13-slide template, extracted the full design language (fonts, colors, spacing, card dimensions), then generated 20 new slides matching that system. After a redundancy audit, I cut 7 overlapping slides and reordered the remaining 26 into a webinar-optimized flow.

The slide arc is intentional: opens with a diagnostic poll to get the room engaged, moves through market data and pain points to build urgency, introduces the framework with three deep dives (Positioning, Access, Execution), lands social proof with three named case studies ($210K offer, 25% comp increase, $85K increase), then transitions through a mindset beat into the close sequence. Three pop quizzes are spaced throughout to maintain engagement and let the presenter read the room.

The close sequence runs five slides: two choices (DIY vs. done-with-you), what Second Ladder actually does, the risk-free one-week trial, investment framing without specific pricing, and the CTA. Speaker notes guide the presenter's pacing and tone at every transition.

The stack

Easy Webinar for hosting, registration, and automated reminders. PowerPoint for the presentation. The signup page and reminder sequences plug into the existing Second Ladder funnel infrastructure. The whole system is repeatable: swap the content and the same architecture runs a new webinar.

Results

Designed to convert webinar attendees into booked strategy calls for Second Ladder's placement services, with the one-week trial as the low-friction entry point. The presentation structure is optimized around three engagement checkpoints (pop quizzes), three case studies with specific dollar outcomes, and a five-slide close sequence. Real conversion data (show rate, watch time, booked calls) will be added after the first run.