Webinars are really hot at the moment. Just you need to take them very seriously, because, like I said, it's hot, and marketers are making one after another, and it leads to cheap and lame webinars that are only one big salesletter. This makes it difficult to drive people to your webinars, because they might had enough of crappy webinars.

If you are thinking about holding a webinar, think about it like a paid seminar. People who are holding a paid seminar are usually not selling stuff, but they are sharing their knowledge, since you've already bought the ticket to their seminar, and they got their share of money. Think about it when you are holding FREE webinar. Don't try to sell anything too hard, use soft selling, don't turn out your webinar to one big salesletter video.

About conversion. People convert in webinars very well, my colleague managed to get 29% conversion rate, which is really impressive.

And what I can recommend from software is GoToWebinar. Why? Because of the simplicity. And nowadays people are used to GoToWebinar, so they won't have any technical issues connecting to your webinar (hopefully!).