Course Incubator

Sans titre 2022 01 08T155628.558

What to Include on Your Online Course Sales Page (Template)

3 Types of Sales Pages:

Now that you’re armed with the clarity of who your course is for, what it teaches them to do, and why that is beneficial to them, it is time to start working on your course sales page. The first type of sales page is the text only sales page: Often called a long-form sales letter, all of the content on this type of page is in text form. The video portion of the page is often a shorter version of the written content or an introduction to the course. In fact, if you transcribe a high-converting VSL, you should end up with written content that resembles the content in a long-form sales letter. With this type of sales page, the link to purchase your course would be placed below the video.

Structure vs. Content

As you create the sales page for your course, there are two things you’ll want to consider. Can you guess which one is more important?The answer is neither. Structure and content are both equally important. Great content with bad structure doesn’t work very well. Your sales page needs to have compelling content, and that content needs to be presented in a specific order in order to be effective.“The online course industry has become quite competitive in the last few years, and there seems to be a hundred courses for every single topic. What does that mean for your course sales page?

What to Include on your Online Course Sales Page

If you type the words “how to write a sales page” into Google, you will be presented with literally millions of results, each one recommending a specific structure for a sales page. I’m definitely not against reading those articles and looking at examples of sales pages (I’ve personally looked at hundreds of online course sales pages over the years), but once you’ve seen a few you’ll likely start to notice a pattern between them. These are the basic building blocks of a course sales page. Let’s have a look at each one in more detail:

The Headline

The purpose of this headline is to grab your reader’s attention and make them want to keep reading. In fact, you probably shouldn’t even mention your course in your headline. Think of your headline as the ad for your sales page. This gives your reader the chance to determine if the sales page (and therefore, your course) is relevant to them. If it is, they will pay attention.“If you don’t nail the headline (the single most important part of your sales letter), no one will stick around for the rest.

Opening Story

Now that you’ve got your reader’s attention, the next thing you want to do is present the problem that they are experiencing. Show your reader that you understand their current pain or frustration. This helps to build rapport with your reader because it demonstrates empathy. Define the problem, and remind them of the cost of not solving it. When you define the problem first, introducing your solution becomes a natural transition. 160;Help your reader visualize the transformation that they want to create before you introduce your course to them.“Amplify the consequences of not solving the problem, and the aspirations they hold for the future.

Bullet Points (Benefits)

A bullet point is a short statement that identifies a single benefit of your course. In this section of your sales page, you should list the main benefits (5-10 is a good amount) that your course is going to help them experience. Since many readers will skim your sales page before they actually read any of the paragraphs, you want it to be really easy for those skimmers to find these benefits. Don’t hide these benefits inside long paragraphs.“Too many ideas sends the reader’s mind in too many directions. You can use any number of different stories, predictions, statements or promises, but they all have to support that one Big Idea that your reader will grasp immediately.” – Amy Porterfield

The Solution/Offer (Your Course!)

Show the reader what is included in your course. List the modules and/or video lessons, and tell them what they will learn from each module or lesson. Remember that as you describe the content in your course, tie that content to specific benefits. Why is that beneficial for your student?“If you want to pull the reader into the content of your sales page, it’s important to connect with your reader on a deep EMOTIONAL level right from the start. The fact that all human behaviors are driven by either avoidance of pain or pursuit of pleasure makes this type of opening a powerful start.” – Tal Gur


Include a list of any bonus materials and resources that are included in your course. These are meant to supplement your course material and enhance the overall learning experience for your students. Here are some examples of bonuses that you could offer:Downloadable resources (checklists, worksheets, PDF guides, etc.)Access to a private group with other students1-on-1 or group coaching calls with youDirect email access to youMonthly live calls or webinars with youDiscounts or deals on other products or services (like software, for example)Course completion certificationAttaching a dollar value to each bonus is a great technique for increasing the perceived value of your course. If the sum total of the value of all the bonuses exceeds the selling price of your course, this helps position the price of your course as a bargain. People will only buy something if when they value what they are buying more than they value the money they are exchanging for it.


You’ve presented the solution (your course). As the creator of your course, your opinion is biased. They are endorsements from people who have taken your course and are willing to recommend it to others. Include the name and title of the person, and an image if possible. Video testimonials are the most powerful, so if you can get any of those, you should.

Credibility (Instructor Bio)

Your instructor biography is the perfect place to showcase your credibility as an instructor. Basically, you want to answer the question: who are you and why should someone listen to you? In many cases, proof that you achieved the result you teach your students to achieve will be enough. For example, Ben Settle positions himself as a “World Leader In Email Copywriting Education”. The key is to position yourself as the one and only, not necessarily the best.

Frequently Asked Questions (FAQ)

Including a FAQ section on your sales page is a very effective way to increase your course sales. The goal here is to overcome the common objections and concerns that your reader may have. If you were giving a 1-on-1 sales presentation of your course to a potential student, what questions would they likely ask you before they decide to buy your course?Make a list of the 5-10 most common questions a potential student will most likely ask about your course. If you don’t know what they would ask you, a great way to figure that out is to host a live webinar for your audience with a Q&A session at the end. Write down all the questions you’re asked at the end of the webinar and add them to this section.“Join the conversation that is already taking place in the reader’s mind.” – Robert Collier


Technically this part is taken care of for you by the Purchase Buttons that are automatically added to the bottom of the page. That being said, it is still a good idea to actually tell your reader to sign up for your course. Buyers like to compare different options before making a purchase. One of these options can even be a free trial. Related Post: How to Price Your Online Course

Risk Reversal

At some point in their decision-making process, your reader is going to ask themselves: “what if I’m not happy with this course?” Now is your chance to answer that question for them. Someone who has never met you in person and never bought anything from doesn’t want to risk buying your course and then regretting their purchase. A common risk reversal technique is to offer a 100% money back guarantee within a specific period of time, such as 30 days. The reason you want to do this is because it takes all of the risk of buying your course off their shoulders. But more people will buy your course because you offered a money back guarantee, so, in the long run, you come out ahead.

The P.S.

This one is optional, but I highly recommend adding a P.S. section to the end of your sales page (yes, just like the P.S. that you sometimes add to the end of a letter or an email). An abbreviation for the word postscript, a P.S. is a phrase or a paragraph is added to the end of a completed letter. Remember, some readers will skim through your page instead of reading every single word. Wrap up your sales page with a personal note to your reader. Give them one last reason to sign up for your course.“What will motivate people to buy your product, invest in your service, or accept your idea is usually not the beautiful outcome framed in a positive light on its own.

Congratulations… you now know how to create a compelling sales page that will help maximize your online course sales. Consider yourself armed and dangerous!If you haven’t already, make sure you grab our free Course Sales Page Worksheet. You can use this worksheet to help create and organize the content for your course sales page:If you have any questions or feedback about this topic, leave a comment below!


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