You have a course you want to sell, how are you going to convince people to buy it?
Unless you have a group of students waiting to open their wallets, no questions asked, you need to create a sales page for your course. This is the page online where you persuade your ideal student that your program is exactly what they want and need. And then you give them a place to register and pay for the course.
Sounds simple, right? Actually, creating your sales page is one of the most difficult challenges most course creators face.
That’s because you already know your program inside and out. You know what you’re going to teach people, what resources you’re going to provide, and what results students can expect. So, it’s easy to find yourself spending time explaining all the amazing features of the program.
One big mistake you can make when it comes to their sales page is focusing too much on ‘what’ the program covers, and not enough on ‘why’ students should care.
The other mistake you can make is assuming that your prospective students will just take your word for it. You know your course is going to help them, but you need to walk them through a story that leads them to the same conclusion.
Your visitors start out knowing nothing about your program, and as they learn more and more, your ideal student reaches the decision to sign up.
So, where do you start?
Below are 3 important steps to creating a high-converting course sales page:
Step 1: Identify Your Target Students
Step 2: Create Your Sales Page Content
Step 3: Apply Best Practices for Sales Page Design
STEP 1 – Identify Your Target Audience
Before you start writing any copy for your sales page, you need to drill down into your ideal student profile.
Who is your course aimed at and who is it not for? This is something you should have done when you first created your program, but it’s important to revisit your target audience and get in touch with them at an emotional level. Consider all of the following:
- What is the primary pain or problem that your course addresses?
- Why is this an issue for your audience? How do they feel about it?
- How will their lives be different when the problem is gone?
STEP 2 – Create Your Sales Page Content
Include the 10 key elements that every sales page needs, using a flow that tells a story that leads to the natural decision to say yes, I want that.
- Headline – Short, Descriptive and Enticing
- Intro Video – Build credibility and engage
- Problem – Agitate- Solve – Tap into emotions, tell your story and give the solution.
- Course Description – Include overview, Benefits, Outcomes & Features
- Testimonial – Build credibility and trust (video testimonials works best)
- CTA Button & Pricing – Tell people what it’ll cost and what to do (Enroll Now)
- Guarantee – Allow fears and make it easy to say a yes
- Instructor Bio – tell them who you’re and why you’re qualified to teach, and include a headashot
- FAQs – Answer basic questions that are likely to be asked
STEP 3 – Apply Best Practices for Sales Page Design
Use a sales page building tool that has proven templates and then follow these principles:
- Color – 3-4 maximum, including 1 accent color
- Easy to Scan – Break up texts with sub-headings, bullets, whites space, lists
- Big Images – Keep them relevant while spicing up your page
- Headshots – Your own picture and for testimonials