The online course sales page is an indispensable asset for any e-learning course. In this post, we will look into the A-Z of the online course sales page and how to use it to your benefit.
Imagine getting all excited for a concert and then missing it because your car broke down while you’re halfway there. This is the case with most online marketing campaigns. Marketing teams manage to pull in leads using creative ad banners and social media posts but somehow manage to lose them as soon as they land on the sales page. The sales page is where your leads should convert into customers. It should be able to persuade visitors and do the selling for you.
What to know before you start writing on your online course sales page?
Before you start writing even a single word for your sales page, there are a few things you need to know. The goal of your sales page is to persuade all readers to sign up for your course. So, every single word you write for your sales page should help you accomplish that goal.
Get your Copywriting done right by hiring an experienced copywriter on Upwork or Fiverr. You can even find copywriters who superficially write for the online education industry. Whether you are hiring someone to write the copy or you are writing it yourself, here are three things you must be clear about.
Who is the course for?
You already know this since you created the course for a target audience. These are the people who are most likely to buy your course. Rather than just collecting surface-level information like age, gender, profession, etc., Dig a little deeper to find information like (i) things they’re struggling with, (ii) challenges they’re trying to overcome, (iii) what pain points they’re trying to avoid, etc. Understand what could motivate people to enroll in your course.
What does it help them do?
Now it is time to find out what your course will help students accomplish. The copy should always be tied to the end goal of your target audience.
What is it beneficial to them?
Finally, find out why your students want to achieve the results your course will help them achieve. To what extend will it help them? Will it help them in their career progression? Will it help them in their personal life? You need to communicate the advantage of learning what your course reaches.
Types of online course sales page
Now that you’ve cleared the air around for whom the course is for, what you are teaching, and how they will benefit from it, the next step is to start working on the sales page. The sales page is essentially where you should expand upon your learnings. There are three types of sales pages you can use to sell your course online.
- Text-only sales page: These also go by the name “long-term sales letter.” All the content on this page will be in text form. It would also be helpful to add supporting images to help support the text and to improve the overall aesthetics of the page.
- Text and video sales page: This is a sales page with a combination of text and video content. The video will often be an introduction/sneak peek or a shorter version of the written content. They are usually less than 2 minutes long and full-length sales videos that include the same content as a long-form sales letter.
- Video sales letter: This can be extremely effective if executed correctly. The best of them contain all the same elements as a long-form sales letter and are scripted to guarantee effectiveness. If you were to transcribe a high-converting video sales letter, you would end up with something similar to that of a long-form sales letter. Make sure a catchy Call to Action (CTA) button is placed right below the video.
Here is a sample sales page in Udemy –
Components of a high converting online course sales page
The best of the best sales pages has a lot in common. More specifically, the following:
The headline’s purpose is to get attention and make people want to read the rest of the page. Yeah, it should not be salesy. Qualify your readers using the headline by clarifying who it is for and what problems will be solved. If you manage to do this, then there is a great chance that most visitors on your sale page will read at least half of the page.
Show readers that you understand their problems and frustrations using a story. It could also help to add your personal experiences to the story. After defining the problem, subtly introduce their respective solutions.
Use clear bullet points to define the benefits of the course. You can list up to 10 benefits that people who take the course can experience. Bullet points are essential because most people prefer skimming across the page rather than reading it entirely. You don’t want the benefits of your course hidden inside long paragraphs.
This is where you can finally introduce readers to your course. Show them what is included in the course by listing the modules or video lessons and what they will learn from each module. As you describe your course, tie it to a benefit.
Also, include a list of any bonus materials and resources that are part of your course. These will help you supplement your course, enhance the overall learning experience, and improve the perceived value of your course. Some examples include downloadable resources like PDF guides, checklists, and worksheets.
The fact is that customers trust other customers more than they trust you. Add testimonials from your previous students to build trust with your new students. If you are just starting out, you can get testimonials from your colleagues or from people who are closely related to your work.
Use this section to introduce the tutors. You can give all relevant information like education background, work experience, achievements, etc., that you believe will help improve credibility.
Frequently Asked Questions (FAQ)
The sole purpose of this section is to readily answer questions that most people may have. Make a list of 5 to 10 questions that your students are most likely to ask about your course and answer them in this section. It could be anything from questions regarding the duration of the course, pricing, or about its credibility.
You would have already added this to the top of the page, but it is a good practice to further inform prospective students. Offering different price tiers is also a great way to boost sales because people like to compare different price options before purchasing.
“What if I’m not happy with this course?” is one question that might creep into your reader’s mind at any point during the decision-making process. You can effectively erase any such doubts using something as simple as a “100% moneyback guarantee” within a specific time period. This is important to ensure that all of your efforts that went into creating the course are not wasted.
How Learnyst can help?
Educators all over have launched over 25,000 courses and collectively earned over INR 350 crores using our platform to create and sell courses. We can help you drive sales using our SEO-optimized webpages and sales page templates whose UI and UX are designed for maximum conversion. To learn more, get in touch with us now!