Designing Your First Online Course Sales Page: Tips & Tricks

Updated on September 11, 2023

An online course sales page is a dedicated webpage designed to provide detailed information about an online course and persuade potential customers to enroll. It is a crucial component of the online course marketing and sales process, and something many entrepreneurs use.

The primary purpose of a sales page is to convince your potential customers that your course will provide value and satisfy their learning needs. It should effectively communicate its benefits, features, and unique selling points.

A well-designed sales page can significantly increase course enrollments and revenue. It does this by capturing the interest of potential customers, providing them with the necessary information, and motivating them to take action.

As such, your sales page acts as a bridge between you, the course creator, and potential customers. It is the platform that lets you showcase your course, tell your story, and persuade potential customers to enroll.

This article looks at all the elements a successful online course sales page needs to include, complete with practical tips and tricks. By the end of it, you should understand precisely what you need to convert prospective students into paying customers.

Along the way, we’re going to show you how it’s possible to design an effective sales page in WordPress using the Sensei LMS plugin. You’ll see how these tools can automatically generate a landing page for your course that you can build on to drive conversions.

Tip 1: Write value-driven headings

Creating a headline that packs a punch might seem like a small task, but it’s a big deal in the world of online course sales pages. Think of your headline as the virtual welcome mat to your sales page. It’s the initial encounter potential customers have, and nailing it can set the tone for their entire journey.

You can use headings to tell prospective students what they will get if they work with you. A value-driven title clearly communicates the benefits that your course offers, focusing on the customer’s needs and desires and showing them how the course can satisfy them.

To craft a headline that’s irresistible, follow these practical tips:

  • Focus on the benefits your course offers.
  • Use persuasive language that gives confidence to prospective students that your course can deliver value.
  • Keep it short and clear; avoid long and complicated words.
  • Address your target audience in a language style they understand.

Let’s put theory into practice. Imagine you’re selling a cake-baking course. Instead of a bland “Welcome to Our Cake-Baking Course,” consider these engaging alternatives:

  • Kiss Cake Flops Goodbye: Become a Baking Whiz!
  • Unlock Cake Magic: Top Secret Tips for Perfect Bakes
  • Bake Like a Pro: Your Kitchen, Your Rules

These examples shine a spotlight on why your course is a must-have, each hinting at a different aspect of the value you offer.

Tip 2: Write a compelling course description

When it comes to your online course sales page, a course description isn’t just text – it’s a golden key to unlocking interest and enrollment. Here’s why your course description holds the power:

Think of your course description as the information hub for potential students. It’s where they dive into the nitty-gritty of what your course offers, its structure, and the learning outcomes. Without this key, they might hesitate to step forward.

A course description isn’t just a summary; it’s a teaser. It should captivate and excite, showcasing not only what your course delivers but why it’s an experience they can’t afford to miss. It’s the stage where you spotlight your course’s uniqueness.

To craft a compelling description, keep these pointers in mind:

  • Break down the description into manageable chunks.
  • Focus on the benefits of enrolling in your course throughout. Describe the learning outcomes of each module and the overall goal of the course.
  • Mention the learning format (such as live sessions, recorded videos, webinars, etc.).
  • Describe the way students will be assessed and graded.
  • Point out why your course is unique.

Tip 3: Showcase the course outline

A robust course outline isn’t just a bunch of bullet points; it’s a lifeline for potential learners.

A good course sales page will have a section dedicated to the course outline, broken down into modules (and possibly lessons), with information about the key outcomes for each module. Your course outline is important because it provides a snapshot of the course content, structure, and progression. It helps potential customers understand what topics will be covered, how the course is structured, and what they will learn in each section or module.

Crafting your course outline requires strategy, so make sure to follow these best practices:

  • Break the course down into sections and modules.
  • Include a brief description of each topic.
  • Include course goals and what you expect learners to achieve.

Setting up your course website on WordPress? Sensei LMS is a course creation plugin that generates course outlines with a dedicated block that you can display on your online course landing page. You can add a brief description for each module in your course directly in the outline.

Tip 4: Include multiple call-to-actions

Think of CTAs as friendly pointers on your sales page. They’re like signposts that show visitors where to click to enroll. Even though they’re just small buttons or phrases, they’re incredibly powerful in getting more people to join your course.

Crafting a CTA is a bit like choosing the right words for a sign. Pick phrases like “Join Now,” “Start Learning,” or “Get Started.” These words make visitors feel excited and eager to take the next step. Here are some tips for making your CTAs more effective:

  • Use persuasive language that evokes emotions, while being clear and concise.
  • Make the CTA stand out visually by placing it centrally or in a location that respects the flow of the page.
  • Place multiple CTAs at strategic points on the page, such as after the course description, benefits, testimonials, etc.
  • A/B test various CTA styles to see which deliver the most conversions.
  • Optimize for mobile, ensuring the CTA is mobile-friendly and clickable on small screens.

Now, imagine a special design for your website that makes your CTAs stand out. That’s where ‘Course’, a theme that works great with Sensei, comes in. With different styles to choose from, you can make buttons that people can’t miss. And you can put these buttons in important places on your page.

Example of a video course made with Sensei and the Course theme

Tip 5: Add an email form

Adding an email form to the online course sales page is another excellent practice when designing your online course sales page. Forms can capture potential leads’ email addresses, allowing you to build an email list, and provide a channel for your follow-up marketing efforts.

You want prospective students to trade email contact information for updates, more information about what you offer, or a free resource. These leads might not be ready to enroll yet, but you have a chance to keep them in the loop and show them what you’ve got.

Now, let’s talk strategy. To make the most of your email form, consider these practical pointers:

  • Tempt visitors by offering a valuable resource or a bonus in exchange for their email.
  • Keep the form simple, making it easy to fill out.
  • Don’t forget security – ensure that their data is safe.
  • Make the form mobile-friendly.
  • Add social proof near forms, such as reviews and testimonials, to build trust.

We recommend MailPoet for email marketing, which is an email marketing tool that integrates with Sensei and can be used to send group emails to students. More than 600,000 websites already use the tool, enabling them to reach and grow their audiences. 


Tip 6: Include clear pricing information

Imagine you’re shopping for a new gadget. What’s one of the first things you want to know? The price, right? The same principle holds true for potential course students.

Transparent pricing isn’t just about numbers; it’s about demystifying what potential students are investing in. It’s like shining a light on what’s included, so there are no hidden surprises. This clarity squashes confusion and paves the way for confident choices.

To present your pricing like a pro, consider these practical steps:

  • Break down the cost, giving potential students a clear picture of what they’re paying for.
  • Explain what’s included – whether it’s materials, resources, or additional perks.
  • Offer multiple payment options, making it accessible to a wider audience.
  • Add FAQs at the bottom of the page, which give more context around your pricing.
  • Mention your money-back guarantee if you have one.

While it’s important to make your pricing upfront, don’t hesitate to paint the picture of value before revealing the price. This way, potential students can understand why your course carries the price it does.

Sensei and WooCommerce are a match made in course-selling heaven. With WooCommerce integration, you can embrace a multitude of pricing structures through official extensions. It’s like having a tailor-made pricing strategy at your fingertips.

Tip 7: Add a pre-sale or early bird discount

When launching a new online course, it’s a great idea to include a pre-sale or early bird discount. These offers create a sense of urgency, incentivize early enrollments, and generate initial revenue and feedback for the course.

For a pre-sale or early bird discount that resonates, consider these practical steps:

  • Set a clear deadline.
  • Make enrolment enticing by offering a significant discount – a little extra motivation never hurt.
  • Promote your pre-sale or early bird offer effectively through your marketing channels, like email, social media, or even dedicated blog posts.
  • Be clear about when enrolment will close, or when your discounted offer will expire.

Here’s where Sensei’s magic comes in: With access periods for group learning, you can set a course start date that enables you to pre-sell your course before the course officially begins. Check out our guide to pre-selling courses for more tips and strategies on how to do this.

Here’s what the option looks like in the Sensei LMS course setup:

Setting access periods with Sensei

Tip 8: Include an instructor bio

Imagine stepping into a classroom where you know nothing about the teacher. It doesn’t inspire trust! An instructor bio is like your introduction to potential students. It’s your chance to showcase your expertise, experience, and passion, and establish credibility from the get-go. By writing about your story, you can create a personal connection with potential customers.

To write an instructor bio that shines, consider these steps:

  • Highlight qualifications and experience that make you a subject matter expert.
  • Share a personal story that showcases your journey and passion.
  • Include a professional photo that puts a face to your name and helps build a connection.

While a written bio can work wonders, a video introduction can be even more impactful as it gives you a better chance to showcase your personality and relatability. Sensei has excellent integration with VideoPress for this purpose. It comes with 4K, 60 Frames Per Second (FPS)-support, no ads, and a seek bar that matches the colors of your website.


Tip 9: Include FAQs

Another tip for anyone designing their first online course is to include Frequently Asked Questions (FAQs) on the online course sales page. FAQs can address common concerns, pain points, and queries that potential customers may have, saving you time answering questions, reducing barriers to enrollment, and increasing conversion rates.

Ideally, FAQs should address customers’ doubts and clarify course details. Questions and answers should also cover course content, duration, and any other important information. By preemptively answering questions, you demonstrate your commitment to customer support and ensure a smoother enrollment process. 

To create an effective FAQ page, compile a list of the most common questions asked by previous students or those likely to be raised by potential customers. Cover a wide range of topics and write your answers so that they leave no room for confusion. 

Practical tips for crafting effective FAQs include:

  • Keep answers concise and to the point.
  • Address common concerns about course content, structure, and benefits.
  • Include enrollment process details, technical requirements, and any prerequisites.
  • Consider questions that have arisen from previous students.

It’s also a good idea to revisit and update FAQs periodically to stay relevant and address new inquiries. Pricing, course content, delivery, and instructors may change over time.

Tip 10: Add social proof, such as testimonials

Finally, the most marketable online courses use social proof, such as testimonials, on their sales pages. Reviews from satisfied students instill confidence, credibility, and trust, leading to higher enrollment rates among potential customers.

Testimonials from real students who have experienced positive results from the course serve as authentic endorsements, demonstrating the course’s value and effectiveness.

Practical tips for adding social proof to your course sales page template include:

  • Reaching out to previous students for feedback and requesting detailed testimonials that highlight specific benefits and outcomes. 
  • Displaying testimonials prominently on the sales page to ensure maximum visibility and impact.

Using video testimonials is great if students agree to provide them, as they enhance authenticity. Sensei’s VideoPress integration is helpful here, allowing you to add extra videos to your course pages.

See successful course sales pages made with Sensei LMS

What does an online course sales page actually look like when it incorporates our tips above? We’re about to see a few examples, all made using Sensei LMS. 

1. The Breakup Masterclass by Renew Breakup Bootcamp

The Breakup Masterclass

This online course sales page is effective for several reasons, including showcasing the instructor and communicating value in the first paragraph. 

Course outline for the Breakup Masterclass

It also has multiple CTAs throughout the page and outlines different levels of the course, as seen above. Finally, it includes testimonials for social proof, shown below. 

Testimonials on the Breakup Masterclass course sales page

2. Conversation Mastery by Science of People

Science of People’s Conversation Mastery Course sales page is another example of how to design course sales pages for conversion. The page begins with a catchy title followed by a video above the fold introducing the instructor and the course.

Conversation Mastery by the Science of People

It also offers a full topic checklist that will be covered in the course and transparent pricing information, making it easy for prospective students to determine whether the course offers them value. 

Overview of value on the Conversation Mastery sales page.

If you want to find more examples of stunning sales pages, you can by checking out the Sensei Showcase, a list of curated course websites built using the Sensei course platform.  

Create an enticing online course sales page with Sensei

This article has offered 10 valuable pointers for crafting a compelling course sales page. From creating headings that emphasize value to incorporating an engaging bio and bolstering your pages with social proof like testimonials – these tactics pack a punch. 

What’s even better, all these strategies seamlessly come to life with Sensei LMS. Within this plugin, you’ll find a suite of tools at your disposal: from crafting captivating course descriptions and generating outlines effortlessly to integrating seamlessly with email marketing tools and strategically placing multiple CTAs. It’s all right there, waiting for you.

Want to learn more? Check out Sensei’s pricing plans here.

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