You poured your heart, soul, and a helluva lot of your time into creating your online course. Now, you need to make sure it sells with an online course sales page primed for conversions.
Rather than devoting even more hours on end to pitching your course to prospects, you can choose an equally effective route—to write a killer sales page to do the selling for you 24/7.
Your first steps to writing your online course sales page should involve research and planning. Once that’s covered, it’s time to whip up an outline and begin writing.
Here are basic 10 basic elements your online course sales page should include if you want it to do its job (convert!):
At the top of your online course sales page should be a compelling headline and subheadline to capture the reader’s attention. This section is absolutely crucial to the sales page’s success.
Your sales page headline should be benefit-focused. Either your headline alone or the headline anchored with the subheadline should include the primary perk of investing in your course.
Keep in mind, the next section of the sales page—the opening—needs to connect to the headline and subheadline and should flow naturally.
Following the headline and subheader, introduce the story behind your offer and the pain points that surround it. This is where you’ll give your readers a closer look at what they have to gain and how your course will bring them closer to where they want to be in their business, fitness journey, personal life—whatever it may be.
Sometimes referred to as “teasers,” sales page introductions should provide just a glimpse of what the reader wants to see—not enough to give everything away, but enough to make them want to keep reading.
Here, you’ll want to touch on your ideal prospect’s pain points and the struggles your reader may be dealing with. Let the reader know you get it—you can relate to what she/he is feeling and facing, and you have the solution to fix it.
Focus this section on helping your reader visualize their pain. But, stop there—we don’t want to turn this into a sob story. Instead, the introduction should also help your reader realize the possibilities to overcome their struggles (all with the help of your course, of course).
In the course description, you’ll introduce your offer and provide more in-depth details about your course. This is where you’ll dive into how your offer fixes the problem that you have been agitating up until this point. Make it obvious how the course and comprehensive solution work.
Focus on being clear and concise in this section. Get straight to the point of why and how your course will relieve your prospect’s pain. To do this, include a bulleted list that showcases the benefits of your course and any features.
Quick Tip: Always start your bullets with an action word.
Additionally, this is where you’ll also want to address common potential objectives. As you work through your product’s story, be sure to anticipate reasons why prospects would say no to your offer. Then, address each objective in a way that provides assurance to help relieve their concern.
After detailing your offer, introduce yourself. This is where you’ll need to explain your expertise and why you’re the best person to teach this course and, ultimately, help your prospect overcome their specific pain point.
When introducing the expert—you—showcase your credibility in a way that positions you as the expert. This will help your reader trust you.
To keep readers engaged, rather than simply listing your qualifications, share your story. Let them know not only how you gained the knowledge and experience to teach this course, but also why you want to help them specifically.
Write this section in the first person while speaking directly to your ideal prospect.
Include case studies, testimonials, or other examples of social proof to support your claims in your online course sales page. Providing social proof will prove that your online course brings real results to those who have purchased it and build your credibility.
Ask previous users of your course for a sentence or two about the impact your course had on their life or business. Or—better yet—ask them to record a quick video.
If your course has yet to launch, consider including any of the following as a form of “proof”:
Know what your course is worth. Then, present it in a straightforward, easy to understand section. List the price of the course clearly and include different tiers of pricing if applicable.
Make sure you include a CTA button in this section as well.
Don’t give prospects a chance to get skeptical about your offer. Provide an FAQ section with the most commonly asked questions or those you assume readers may have that would prevent them from signing up.
FAQ sections generally contain five to 10 questions that help readers further overcome common objections and concerns.
For instance, you might want to address any or all of the following:
Quick Tip: Don’t raise expectations that the prospect doesn’t actually have—keep the frequently asked questions to actually frequently asked questions. (Don’t put any new ideas in your prospect’s head.)
Add a guarantee that removes all potential risk for your prospect. There are a few different names your guarantee can go by such as a money-back guarantee, the risk-free guarantee, 100% Satisfaction Guarantee.
In general, your guarantee should cover the following:
Adding a guarantee will not only remove all risk weighing on your prospects, but it will also demonstrate the confidence you have in your course, yourself, and the results your offer will produce.
A huge part of any sales page is actually asking for the sale. Use your call to action (CTA) to tell your reader what their next step is (to buy!). Then, make these next steps to confirm a purchase stupid easy.
Include multiple calls to action on your online course sales page. The amount of calls to action will depend on the length of your page—whether it’s a short-form sales page or long-form sales page.
Multiple calls to action will make it easier for readers to buy at whatever point it is that they become convinced. So, place CTAs at the beginning, middle, and end of your online course sales page.
Here are some sales page CTA best practices:
Your sales page won’t be complete without some high-quality visuals. Visuals communicate info much faster and easier than text, and they provide an additional way to captivate your audience.
So whether that’s images, videos, screenshots of testimonials, an instructor headshot, etc., make sure you have something to appeal to your readers visually on your course sales page as well.
Have you ever written a letter and included a P.S. at the bottom? This same “postscript” note can be used in a sales letter as well.
In the P.S. section, add an element of urgency or exclusivity. Make sure your prospect knows what they’ll lose if they don’t say yes right now. For this reason, you might want to set a deadline and mention it here.
Focus on what the prospect has to gain, but keep the P.S. compact and compelling for maximum effectiveness.
Here are your three next three steps to put the info we just covered into action:
"Wowza! I knew from previously working with Mackenzie, that she’s a true expert at her craft, but she continues to blow me away.
We’ve trusted Mack for every phase of a launch, and let me tell you—the natural humor & wit Mack is able to seamlessly weave into our copy in a way that instantly lets the reader know we *get* them WHILE remaining clear and strategic, is unlike anything I’ve seen before.
Plus, not only is what Mack delivers packed with the perfect punch of personality (gifs and all), but it usually requires no edits.
She nails it with the first draft, saving us tons of time.
“After I met Mackenzie, I realized that writing and copywriting is not the same thing.
One will make you bank money and the other won’t.
After only a 90-minute breakdown call, Mack was able to write copy that encapsulates my personality and who I am and transmitted that to my people. I just can't recommend her enough.
Don't think about it. I thought about it for too long and I honestly regret not having invested in her a year ago.
“If you’ve been sitting in the copywriting spiral wishing that someone could jump into your brain and just get it, Mackenzie is your answer—trust me, she fucking gets it! Wow did she deliver and then some!
I had worked with previous copywriters and was worried she wouldn’t be able to nail my voice—that my authenticity wouldn’t show through. But Mack absolutely smashed it.
I couldn’t be more grateful for her expertise and inspiration to show up as my baddie-boss-betch self. Also, she makes me literally LOL which makes the entire writing process fun and enjoyable (instead of painful and overwhelming).
Seriously, her services/offers are THE best business investments I’ve ever made, hands fucking down."
“This was the first time that I had outsourced copywriting, so I was very nervous to make this investment but it was 100% worth it. Every single penny.
So if you're thinking of working with Mackenzie, you should totally do it. She's amazing. She's super talented, and it's going to be a really great investment.”
“When it comes to copywriting, Mackenzie knows exactly how to get clarity on your brand voice and how to convey that in your messaging.
And there's nothing more exciting than to know that someone cares SO much about what you're producing that they make it their own job—they make it a priority to show up and to make it pizzazz and succeed.
So what else could I say about Mackenzie except that she is phenomenal and you would be a sucker to not hire her.”
She’s such a genius with all things messaging, positioning, the nitty gritty of specific types of sales copy that you need in your business.
And honestly, there’s just nobody who sums up better and more succinctly and actionably exactly how to formulate words that sell and copy that converts.
"Investing in 1:1 coaching with Mack has been the best thing I’ve done for my business. After silently stalking her for a while, I reached out and immediately knew my business would never be the same again.
Her wit, passion, and knowledge are unmatched. Also, she’s just so much fucking fun!
I have so much more confidence in my abilities and she has been a huge part of that. I can’t think of a reason you wouldn’t invest in her coaching."