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It’s not always easy to hold an audience’s attention these days, when there are so many distractions—both online and off. Here are a few tips for hosting a webinar that keeps your audience glued to their screens.

First, in order to create a webinar that’s truly riveting, you have to know what your audience will find fascinating. It’s not always the same thing a general audience would be interested in.

Follow conversations around insurance on social media. See what other insurance professionals in your field are writing and talking about, and what questions their prospects are asking them. Send out surveys to your existing customers to find out what’s most on their minds—and what insurance concerns keep them up at night.

Once you’ve done that, make a list of five to ten topics you’re certain your audience will show up for.

Next, consider when to launch your webinar. Depending on the survey, Mondays, Fridays and Tuesdays are all strong contenders for the best day of the week—and late mornings tend to be a good time of day for ensuring most of your registrants show up.

Of course, this is all heavily dependent on the type of insurance you sell and your specific audience. The ideal start time can be affected by your time zone and other universals in your industry, such as the hours people tend to work.

Your audience should be well rested and dealing with as few distractions as possible when they log into your webinar. A webinar that’s engaging at a time of day when your audience is awake and alert will be less so when they’re exhausted or distracted.

In addition, you’ll have to get beyond text-based slides. While it’s effective to pull key quotes and lines from your presentations and include them in your slide deck, it’s also crucial to include creative and varied visuals that get your audience’s attention.

Incorporating varying types of media in your presentation can help too—including video and audio.

Your presenters should be prepared and have undergone at least one rehearsal. Try to avoid over-scripting your presentation on the day of the launch, however. You’ll want the presentations to seem relaxed, natural, and not like they’re being read off flash cards.

Rehearsals are a great way to help your presenters build confidence and find their unique voice. Confidence and preparedness can do a lot to make your presentation more engaging and interesting.

Finally, include interactive elements wherever you can. A quiz to test your attendees’ retention of knowledge; questionnaires asking for their opinions; changes to ask questions and have the presenters answer—all of this can go a long way toward keeping your attendees’ attention.

There are lots of ways to ensure your presentation is riveting to your insurance audience. Pick the right topic from the outset, ensure your presenters are prepared and confident, vary your visuals and media, and include interactive elements—and you’ll be well on your way to creating webinars that really hold your audience’s attention.