How to build a course sales page to sell more online courses: A comprehensive guide
Posted by Kelly Newcomb on March 9, 2020
When it comes to how to sell courses online there are a million and one resources out there. From bold claims like ‘make $1million selling online courses’ to ‘This the ONLY way to sell your course online’, it’s hard to make sense of it all.
Knowing this, we’ve done all the hard work for you.
Combining our specialist elearning marketing knowledge and adept sales skills, we’ve sifted through hundreds of live sales course pages and how-to’s in our time. We’ve seen trends shift over time. We know what have been sales gimmicks and the sales strategies that are here to stay.
If there’s a couple of things we’ve learnt it’s this:
- There is NO one size fits all in terms of content and copy
- There ARE effective tried and tested online course sales pages
And we’re going to share these with you.
What is a course sales page?
A course sales page is a landing page that has all of the information about your course all in one place. The main objective of the page is to sell you course, either directly or by acquiring inbound enquiries. A sales page for your online course should do all the hard work for you; increasing your course’s visibility in search engines, answering FAQs and reducing the demand on your to convert prospects into sales.
Choosing the right sales page
As we’ve touched on, there is no one size fits all when it comes to creating a sales page for your online course. Although the content and copy may vary between different online course sales pages, one thing remains the same… the layout.
The sales journey that you’ll guide your customer through will undoubtedly remain the same. But the challenges your customers are facing, the way you position your solution (ie, your course) and your unique value proposition will all be different.
By following the structure below and incorporating our sales copywriting tips you will;
- Drive more traffic to your website
- Get more enquiries
- Sell more online courses!
Understanding your audience
Before you begin to write copy for your online course sales page you’ll want to think about how you’ll position your course by asking yourself these three questions:
- Who is your target audience?
- What will they learn?
- What are the benefits?
Understanding these three components will help you to build your unique value proposition; the selling points of your course. With these in mind you’ll want to structure your copy around answering these things, but ultimately, everything you write should be focused on one thing: SELLING MORE ONLINE COURSES.
Another careful consideration should be to your students’ skill level. If you’re offering something that anyone can do then make it clear. If there are prerequisites, introduce these early on in your Overview.
Objections are the things that are stopping people from becoming customers. They are typically common concerns or reservations that block someone from fully committing. In any sales process, there will always be objections, but as you talk to more customers you will unveil more of the problems that you should be addressing in your sales pitch; in this case, your sales pitch is your online course sales page.
In advance of writing any copy, you might also want to think about potential objections so you can weave it into your online course sales page as you go. If you can anticipate and address these objections early on, you’ll be more likely to achieve a sale.
Likely objections can be:
- Is this relevant to me right now?
- Can I afford this course?
- Can I access the course with ease?
Provided your course is the right fit for someone, by including seamlessly handling objections throughout your sales copy, you’ll increase your chances of a sale by 60%.
The online course sales page structure
The list below might look like a lot, but the aim is to get all the essential information that your customer will need to make an informed decision about buying your online course. Focusing on concise copywriting that really resonates with your target audience is key; you want the page to convert, ie sell more online courses, while also taking the pressure off of you.
With a well-structured layout that includes the sales copy suggestions we’ve made in this sales page template you can reduce the amount of time you spend dealing with customers. This can be good for a couple of reasons. Firstly, saving your own time by avoiding the need to address FAQs will give you time to invest in other things. Secondly, you can move towards generating a passive income for yourself by selling courses with little intervention from you.
There are some instances where you may require someone to get in touch with you first should they want to purchase a course, and you can still allow for this. But by getting your lead to qualify themselves first (by answering objections and FAQs in the sales copy) you’ll have a higher quality lead that’s more likely to convert to a sale in a short space of time.
It’s a win-win scenario.
Direct enquiries can be good, but they can also be a waste of your time, especially if you’re answering the same basic questions.
Your webpage’s basic structure:
- Three key points
Get full-access to our Ultimate Guide to Course Sales Pages
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- Gain specialist insight into all the online course marketing and sales secrets
- Drive traffic to your website and boost your sales conversations
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