How to Build an Evergreen Event Funnel for Workshops and Webinars

You’re probably waiting. Waiting until your list is bigger. Waiting until you have more followers, more influence, more proof that people will actually show up. You think hosting a workshop or webinar is something you do once you’ve arrived, not something you do to get there.

Ten years ago, that might have been true. The tech was expensive and complicated. The barrier to entry was high. And the standard was a full room — packed conference centers, hundreds of attendees, the kind of turnout that required a massive list and serious clout. But that’s not the world we’re in anymore. Culture has shifted. Even the biggest names struggle to get live attendees now. People want on-demand content that fits their lives. Ghosting has become normalized. Registration doesn’t mean showing up.

And yet, the value of live interaction hasn’t diminished at all. Workshops and webinars still build trust faster than any other format. They give people a chance to see you in action, ask questions, and experience what it’s like to learn from you. The problem isn’t whether events work — it’s that most people won’t host one because they’re terrified of doing all that work for a potential one-time flop. What if you build the webinar funnel and three people show up? What if you spend hours prepping and no one registers at all?

Here’s the shift: you stop treating your workshop as a pass/fail event based on live attendance. You host it, you show up, you deliver value to whoever’s there — even if it’s just five people. And then you turn that recording into an evergreen event funnel that continues to work for your business long after the call ends. Start your $1 trial of AttractWell to get access to everything you need to set this up. Or join us for Office Hours where we walk through the full setup live and answer your questions in real time.

An evergreen event funnel is a marketing system that promotes, delivers, and follows up on a workshop or webinar automatically — without you having to manually manage it every time someone new opts in. The term “evergreen” means the funnel runs continuously. You build it once, and it works for months or years. New leads can enter at any time and receive the same experience: the same valuable workshop, the same follow-up emails, the same invitation to work with you.

Here’s how it works in practice. Someone finds your landing page (through social media, a Google search, your email signature, wherever). They register for your workshop. They immediately receive a confirmation email. If it’s a live recurring event, they get reminders before the session and can attend in real time. If it’s an on-demand automated workshop, they get instant access to the replay. Either way, they then receive a series of follow-up emails that nurture them toward the next step — booking a call, joining your program, purchasing your offer.

The power of an evergreen event funnel is that it removes the pressure of needing massive live attendance to make your workshop worth the effort. You can host a live event for 10 people and still have that recording work for you as a lead magnet for the next year. Or you can skip the live component entirely and offer an on-demand webinar that people can access immediately. Either way, you’re building an asset, not just hosting a one-time event.

This approach works for coaches, consultants, wellness professionals, course creators, and any service-based business owner who wants to demonstrate expertise and build trust before making an offer. Instead of relying on cold emails or hoping people read your blog posts, you invite them into a focused teaching experience where they can see you in action. That experience becomes the foundation of your relationship with them.

There’s this unspoken rule that you need to be established before you can host events. You need the big list, the engaged audience, the social proof that people will actually show up. Otherwise, you’re wasting your time. That rule made sense when webinar funnels required expensive software, technical expertise, and a marketing budget big enough to guarantee a packed room. If you couldn’t fill seats, the whole thing was a failure.

But the world has changed. The tech for building automated workshops is accessible now. You don’t need a developer or a five-figure budget to host a professional workshop. And the goalpost has shifted, too. A full room isn’t the standard anymore because even the most influential people can’t guarantee live attendance. Culture has moved toward on-demand everything. People register with good intentions and then life gets in the way. They ghost. They watch the replay later — or they don’t watch at all.

This is actually good news for you. It means the pressure to perform for a massive live audience is off. You’re not competing with people who have 100,000 followers and can fill a Zoom room. You’re putting yourself out there, teaching what you know, and building trust with the people who do show up. And if only five people show up? Those five people get an intimate experience with you that a room of 200 strangers never could.

The value of live interaction hasn’t gone anywhere. When someone does show up, they get to experience you in real time. They can ask questions, get immediate answers, and feel what it’s like to be in your world. That connection is irreplaceable. And here’s the part most people miss: even if no one shows up live, you still have a recording. You still have an asset you can use to grow your list, nurture leads, and close sales for months or years to come. The work isn’t wasted. It compounds.

Here’s what happens when you wait until your list is bigger: you miss months or years of connection, trust-building, and revenue. A workshop with 10 engaged attendees will generate more results than a broadcast email to 1,000 people who aren’t paying attention. The size of your audience matters far less than the quality of the interaction.

When someone shows up to your live workshop — even if it’s just five people — they’re giving you their time and attention. That’s infinitely more valuable than an email address sitting passively in your list. They get to see you teach, hear how you think, and experience what it would be like to work with you. You get to answer their specific questions, address their exact concerns, and invite them into the next step in real time. That kind of interaction doesn’t require a huge audience. It just requires showing up.

Small workshops also give you an advantage most people overlook. When you’re hosting for 10 or 20 people, you can have real conversations. You can tailor your examples to the people in the room. You can pause and answer questions as they come up instead of racing through slides to stay on schedule. This intimacy builds stronger relationships than a polished presentation to 200 strangers ever could. Don’t wait for the big audience. Start with the people you have, and let the work you do today attract more tomorrow.

And if no one shows up live? You still hosted the workshop. You still created the content. You still have a recording you can turn into a webinar funnel, a lead magnet, an automated sales tool. The fear of an empty room is the only thing standing between you and one of the most effective growth strategies available to you.

There are two main approaches to building an evergreen event funnel, and both work depending on your goals and how you want to show up in your business. Understanding the difference will help you decide which model makes sense for you right now.

The first is a live recurring workshop funnel. This is a workshop or webinar you host on a regular schedule — every Tuesday, the first Thursday of every month, weekly, whatever cadence works for you. People register on an ongoing basis through your landing page, and you show up live to teach and interact. This model is great if you want the energy and spontaneity of real-time conversation. It’s especially effective for making offers on the call because you can read the room, answer objections in the moment, and adjust your pitch based on who’s there.

The second model is an automated on-demand workshop funnel. This is a pre-recorded workshop that people can access immediately after opting in. There’s no live component — they register, they get instant access to the replay, and they receive a series of follow-up emails that nurture them toward your offer. This works beautifully as a lead magnet or the first step in a nurture sequence, and it runs completely on autopilot. You record it once, set up the funnel, and it generates leads while you’re doing literally anything else.

You can also use a hybrid approach, which is what we recommend for most people: host a live workshop once, record it, and then convert it into an on-demand funnel. This gives you the best of both worlds. You get the benefits of live interaction during the initial event — real questions, real energy, real connection. And then the recording continues to work for you long after the call ends. One workshop becomes a long-term asset.

The key insight here is that you don’t have to choose between live and automated. You can start with live to test your content and build relationships, then shift to automated once you have a recording that converts. Or you can do both simultaneously — offer the recording on-demand for people who can’t make the live time, and keep hosting live sessions for those who want real-time interaction.

Before you start building, let’s talk about what you actually need to make this work. The good news is the barrier to entry is lower than you think. You don’t need a massive tech stack or a big budget. You need a few core components, and most of them can be handled by a single platform.

First, you need a way to host your workshop. For live events, that means Zoom or a similar video conferencing tool. For automated workshops, you need video hosting so you can upload your recording and embed it on a page. Second, you need a landing page where people can register. This is the page you’ll promote across social media, email, and your website. Third, you need an email system to send confirmation messages, reminders (for live events), and follow-up emails that nurture leads toward your offer.

You also need a confirmation page — the page people see immediately after they register that tells them what to expect next. And finally, you need a way to tag and segment your leads so you know who registered for which workshop and can follow up accordingly. If you’re using multiple tools to handle all of this (Zoom + Mailchimp + ClickFunnels + Vimeo + Zapier), you’re juggling five or six different logins and hoping everything connects correctly. If you’re using an all-in-one platform like AttractWell, everything lives in one place and talks to each other automatically.

The other thing you need — and this is non-negotiable — is a clear topic and outcome. What are you teaching? What will someone be able to do or understand after attending your workshop? Your event doesn’t need to be comprehensive. It needs to be focused. Pick one problem you can help solve in 45 to 60 minutes. That clarity will make everything else easier, from writing your landing page copy to structuring your follow-up emails.

Now let’s walk through the actual setup. This process is simpler than you think, especially if you’re using tools that are designed to work together. We’ll assume you’re starting with a live workshop that you plan to record and potentially convert into an automated funnel later.

Start by choosing your topic. What do you want to teach? What outcome can you help someone achieve in 45 to 60 minutes? If you’re stuck on ideas, think about the questions you get asked most often by your audience, or the pain points that come up repeatedly in discovery calls. Those are your best workshop topics because you already know people care about them. You can also use AI tools to brainstorm. For example, AttractWell’s AI Campaign Creator can generate workshop ideas based on your niche and audience. Ask it for five topic ideas, then pick the one that feels most aligned with where your business is headed.

Once you have your topic, create a recurring Zoom meeting (or your preferred video platform). Set it to repeat weekly, monthly, or on whatever schedule makes sense. This gives you one permanent link you can share with everyone who registers. You won’t have to update the link or create a new meeting every time you host. People register, they get the link, they show up. Simple.

Next, build your landing page. This is where people register for your workshop. If you’re using a platform with AI page-building capabilities, you can speed this up significantly. Tell the AI your workshop topic, the outcome you’re promising, and the date and time. It will generate a full registration page with a headline, benefit-driven copy, and a lead capture form. You customize it to match your voice and brand, but the structure is already there. If you’re hosting a recurring event and want your landing page to always show the correct upcoming date, use dynamic field tags (like “next Thursday”) instead of hard-coding a specific date.

Then build your email campaign. You need three main emails: a confirmation email that goes out immediately after someone registers and includes the workshop details, a reminder email the day before the event, and a reminder email an hour before the event starts. Again, if you’re using AI tools, you can generate this entire sequence by providing your workshop details — topic, outcome, date, time, Zoom link. The AI writes the subject lines and body copy. You edit to match your voice, but the heavy lifting is done.

Create a confirmation page. The easiest way to do this is to duplicate your landing page layout, remove the lead capture form, and update the copy to confirm their registration and tell them to check their email. This page should reiterate the workshop date and time, thank them for registering, and prompt them to add your email address to their contacts so your messages don’t end up in spam.

Finally, connect everything. In your landing page settings, configure the form to add a tag when someone registers (like “workshop registrant” or “webinar lead”), apply the email campaign you just created, and redirect to your confirmation page. Test the entire funnel by registering with your own email address. Make sure the confirmation page loads, the tag gets applied, and the emails send at the right times. This five-minute test will save you from discovering broken links or missing tags after you’ve already started promoting.

This is the moment most people dread. You’ve done all the work to set up the webinar funnel, you’ve promoted the workshop, and when you show up live, there are five people in the Zoom room. Maybe fewer. Your first instinct might be disappointment or embarrassment. Don’t give in to that.

Those five people chose to spend an hour with you. They could be doing literally anything else, and they chose this. That’s valuable. Treat them like they’re the only people in the world. Teach with the same energy and intention you’d bring to a room of 100. Ask their names. Find out what they’re working on. Tailor your examples to their specific situations. Give them an experience they’ll remember and talk about.

Small workshops are where some of the best client relationships begin. When someone gets personalized attention from you in a live setting, they feel seen. They feel like you actually care about helping them succeed. That feeling doesn’t come from a polished webinar presented to hundreds of strangers. It comes from showing up for the five people who showed up for you.

And remember: you’re recording this. Everyone who registered but didn’t show up will get the replay. Everyone who registers after the live event will get the replay. The five people in the room are just the beginning. The recording is the asset that keeps working long after the call ends.

Once you’ve hosted your workshop live and you have a recording that you’re happy with, you can convert the entire funnel to run on autopilot. This is where the evergreen event funnel really starts to pay off, because now you have a system that generates leads 24/7 without you having to show up live every week.

Start by uploading your recording. If you hosted on Zoom through an integrated platform, you may be able to capture and convert the recording to video hosting with one click — no downloading, no editing, no re-uploading. Once your video is hosted, create a replay page by embedding the video. This becomes the destination where people watch your workshop on-demand.

Next, update your email campaign. Remove all time-specific language like “We’re live on Thursday at 2pm” and replace it with “Watch the full workshop here.” Reframe the emails as a nurture sequence. The first email delivers the replay link immediately. The second email (sent a day or two later) references a key takeaway from the workshop and invites them to take the next step — book a call, explore your program, join your membership. The third email might share a testimonial, a case study, or a special offer that reinforces the value of working with you.

Update your landing page. Change the headline from “Join me live” to “Watch the workshop” or “Get instant access.” Remove the date and time. Adjust the copy to position the workshop as an on-demand resource they can access immediately. Now your automated workshop funnel runs 24/7. New leads opt in, watch the replay, and receive your follow-up emails without you lifting a finger.

This is how one workshop becomes a system. You host it once, record it, and let it continue working for your business. You’re not starting over every week. You’re building something that compounds. And if you want to host another workshop on a different topic? You already have the infrastructure. You just update the content and launch again.

Once your funnel is live — whether it’s for a recurring live workshop or an automated on-demand event — you need to get people into it. The good news is you don’t need a paid ads budget or a massive promotional campaign. You just need to tell people the workshop exists and give them a clear way to register.

Start with the assets you already have. Add your workshop link to your email signature. Every email you send becomes a passive promotion. Add it to your website navigation or create a dedicated resources page. If you have a “work with me” page, position your workshop as the first step. People who aren’t ready to buy yet can still engage with your expertise by watching your workshop.

Promote it on social media. Put the link in your Instagram bio. Pin it to the top of your Facebook group. Share it in your stories and posts regularly. If you’re hosting a live recurring event, remind your audience every week or month that the next session is coming up and they can still register. If it’s on-demand, position it as a valuable resource they can access anytime.

Send a broadcast email to your existing list. You don’t need a hard sell. Just say, “I created a workshop on [topic] that walks you through [outcome]. If that sounds useful, you can register here.” Some people will opt in immediately. Others will save the email and come back to it later when they’re ready.

If you’re running paid ads, your evergreen landing page becomes the perfect destination for cold traffic. Because the webinar funnel runs automatically, you can send ad traffic to it and let the system handle the follow-up. They register, watch the event, and receive your offer through the automated email sequence.

For more strategies on promoting recurring workshops, check out this guide on hosting monthly workshops that attract leads and sell your offer. The principles apply whether you’re hosting monthly, weekly, or running a fully automated system.

If you’ve researched how to set up webinar funnels before, you’ve probably seen the recommended tech stack: Zoom for hosting, Mailchimp or ConvertKit for emails, Kajabi or ClickFunnels for landing pages, Vimeo or Wistia for video hosting, and Zapier to connect everything. That’s five or six tools, five or six monthly bills, and five or six logins to manage every time you want to update something or troubleshoot a broken integration.

Using an all-in-one platform changes the game. When everything lives in one system — Zoom integration, landing pages, email campaigns, video hosting, lead tracking — you can build faster and troubleshoot easier. There’s no exporting a CSV from one platform and importing it into another. There’s no hoping your Zapier automation fires correctly. Everything talks to everything else because it’s all in the same system.

This isn’t just about saving money, though you will. It’s about saving time and mental energy. When you want to duplicate a funnel for a new workshop, you don’t have to rebuild from scratch across six different tools. You duplicate the existing funnel, update the topic and copy, and launch. The infrastructure is already there. You’re iterating on a system that already works, not starting over every time.

AttractWell is built specifically for this kind of workflow. You can host Zoom events through the platform, build landing pages with AI assistance, create email campaigns that integrate with your pages automatically, upload and host videos with one click, and track everything in one dashboard. It’s designed for coaches, consultants, and service-based business owners who want to host workshops without needing a tech team to manage the backend.

We walked through the entire process of setting up and hosting live workshops — and converting them into evergreen event funnels — in this week’s Office Hours training. You’ll see how to use AI to create your landing page and email campaign in under an hour, how to promote your workshop without a big marketing budget, and how to turn one live event into an automated system that continues to grow your business. If you want to see the step-by-step walkthrough, the replay is below.

Get the guide from today's training here: Download the Guide + Prompt Frameworks

You don’t need a massive email list to host a successful workshop. You don’t need thousands of followers or a packed Zoom room. You don’t need to wait until you’re more established or more credible or more ready. What you need is a clear topic, a simple system, and the willingness to show up — even if only five people register.

The outdated rule that said you need to be big before you can host events? That rule doesn’t apply anymore. The tech for building automated workshops is accessible. The goalpost has shifted. And if you set up your webinar funnel correctly, your workshop will build your business whether 50 people show up live or five do. The recording becomes the asset. The email sequence becomes the nurture. The system keeps running while you focus on the next thing.

If you’re ready to stop waiting and start hosting workshops that actually build your business, start your $1 trial of AttractWell today. You’ll get access to AI-powered page and campaign builders, video hosting, Zoom integration, and everything else you need to build your first evergreen event funnel. 

Or join us for Office Hours this Thursday at 2pm ET where we walk through live demos and answer your questions in real time.