If you want to sell online courses effectively, you need a sales page. Otherwise, potential customers won’t know how to buy your course.
Since prospects might see your sales page before they know anything about you, the sales page must accomplish several things without overloading the visitor with extraneous information.
In other words, it’s a bit of a juggling act to successfully pull off a sales page. However, it’s certainly not impossible.
What Is a Sales Page?
A sales page is any website page that’s designed to sell a product or service. It can feature multiple items for sale or just one, depending on the entrepreneur's goal, and it’s designed to convert prospects into customers.
One entrepreneur can easily have dozens of sales pages on one website. You can create a page that showcases every digital product you sell. Provide a brief explanation for each and a link to an in-depth sales page that provides more information.
Additionally, you can choose between short- and long-form sales pages. Both can offer excellent results, so you might want to test long- and short-form sales pages to figure out which one results in more conversions for your online course.
What Is a Short-Form Sales Page?
A short-form sales page typically has fewer than 500 words and explains in brief sentences or bullet points why a customer should buy the product. There’s usually an image of the product or a graphic that relates to the product in some way. Additionally, the page includes any features and benefits that the entrepreneur wants the customer to take into consideration.
Watch our video on what to include in a short-form sales page:
If you’re designing a short-form sales page for your online course, for example, you might include an image of yourself or a screenshot of the materials you use in the course.
To convince customers to buy the course, you can include details like the following:
- Duration: How long will it take to finish the course?
- Assets: What types of materials do you include in the online course?
- Outcomes: What can the customer expect to accomplish by the end of the course?
- Differentiating features: What does this course offer that others don’t?
Short-form sales pages work best when your average customer is already familiar with your business. You’re targeting people in the button of the sales funnel, so you want to get out of their way and let them buy the course.
You might also benefit from short-term sales pages if you’re depending heavily on pain points and scarcity to drive sales. For example, maybe you’ve created a course that helps people lose weight. You could use brief, highly targeted statements that help convert prospects:
- Don’t suffer from weight-related health issues a moment longer.
- Tired of feeling sluggish and tired? This course will help.
- Get ready for bikini season in just 20 minutes a day.
- Sick of the number on the scale? Take action now to drop the pounds and live a healthier life.
If your online course is fairly easy to understand, you can get away with a short-form sales page.
For instance, most people understand weight loss. They know that they’ll learn information and strategies that will help them achieve a specific goal. You don’t have to define weight loss or explain its benefits because everyone is already aware of those facts.
What Is a Long-Form Sales Page?
A long-form sales page is a sales page that provides in-depth information for the consumer in an effort to convince them to make a purchase. Long-form sales pages often rely heavily on data-driven insights, case studies, background information, and brand stories to help prospects make a purchase decision.
You might need a long-form sales page if your online course is difficult to explain. For instance, a weight-loss course doesn’t require many extra details, but a course on a more complex topic, such as using a complex software program, you might need to delve into the topic at greater length.
While long-form sales pages can help increase conversions, they can also work against you.
Keep your sentences and paragraphs short and concise. Don’t offer information that won’t directly benefit the user, and avoid telling long-winded stories that might bore the prospect or divert his or her attention from the sale.
How Can You Use Sales Pages?
Use sales pages to drive sales of your online courses. Create a funnel that directs traffic to the sales page from other sources, such as your blog, social media accounts, and emails.
You can use a single page to list all of your courses, then create a separate page for each course. That way, as you add new digital products, you can build out your site infrastructure and keep funneling prospects to those pages.
What Is the Difference Between Sales Pages, Landing Pages, and Homepages?
Sales pages, landing pages, and homepages can all serve similar purposes, but they’re technically different types of pages.
- Landing pages are created when you want to send traffic to a specific page from a link, such as on social media or in an email. You use the landing page to direct traffic toward your sales pages. Many entrepreneurs use landing pages to gather data about conversion rates and traffic.
- Sales pages are devoted to a single purpose: Convince the customer to buy. They remain static for the most part.
- Homepages introduce prospects to your brand. You might include links to your sales pages from the homepage. A homepage is found when someone types in your website’s
- URL or finds it through organic search.:
When Should You Use a Long-Form Sales Page?
Long-form sales pages can help you overcome several hurdles.
- Explain exactly what your course offers and why your prospects need it.
- Answer common questions that prospects often ask before they buy your course.
- Address any common issues that might keep prospects from buying.
- Provide details about the precise value proposition that comes with your course.
Use them when you know that your target customer needs more information before he or she can commit to your online course. They’re particularly useful if you charge more than your competitors because you offer more value.
Sales Pages Examples
Now that you’re familiar with how sales pages work, let’s take a look at a few examples for inspiration.
One of our Kajabi Heroes, Dan Ablan, runs 3D Garage. It’s a website that helps people learn how to use animation software and other tools.
The sales page for his MODO v10/v11 Signature Course is a good example of a short-form sales page. It provides a brief description of the course and a call-to-action button that encourages customers to buy.
Lenora Helm, who teaches courses related to music, created another short-form sales page for her course on vocal jazz. It’s succinct, to-the-point, and actionable.
If you’re looking for an example of a long-form sales page, check out the page Allison and Michelle designed for their dairy-detox program course. It’s not as long as some of the sales pages that have been created, but these entrepreneurs wisely included a video to expand upon the benefits of the course and to detail what they can offer.
You can use these examples to help you design your own sales pages.
13 Things That an Amazing Sales Page Should Have
Before you start creating a sales page for your online course, you need to know a few best practices that will stop you from making mistakes.
Many sales pages fall flat because they don’t incorporate essential elements that convince people to convert. Don’t follow in their footsteps. Instead, create a checklist so you know exactly what to put on your sales pages.
Following are 13 must-have elements that you need to include on all of your sales pages.
1. Headlines That Make Promises and Demand Attention
If you want people to stick around on your sales page — especially if you go the long-form route — you need a catchy headline that forces people to stop and pay attention. The best headlines aren’t too salesy or gimmicky. Instead, they inspire trust.
The headline should consist of just a few words, but it should communicate three things:
- The type of product you’re offering (in this case, an online course).
- The value customers can get from the product.
- The differentiating factor that makes the product stand out from its competition.
If you’re not sure how to write a headline, start with the topic, add an adjective that describes your course, and make sure that you create a promise that will encourage conversions.
For instance, if we go with the weight-loss example from above, your headline might look like this: “30-Day Weight-Loss Course That Lets You Eat the Foods You Love.”
It’s simple and direct, but it communicates a clear benefit and lets customers know exactly what they’ll get from the course.
Think of your headline as your tagline. If you don’t succeed, prospects might not read another word on the page. You need to make every syllable count.
2. Opening Paragraphs That Promise and Persuade
If your headline is your tagline, your opening paragraph is your elevator pitch. You’re expanding on the promise you made in the headline to convince prospects that they don’t just want your online course — they need it.
This is your chance to give your sales pitch and reveal the hidden depths of your course. Consider using bullet points to point out clear benefits (not features) that the reader will derive from your product.
Don’t forget to inject some personality. Many people who take online courses do so because they appreciate the creator’s teaching style. Let people know what they can expect from you, whether it’s humor, extensive knowledge, or a touch of irreverence.
3. Stories That Reveal the Reasons Behind the Offer
Storytelling can make or break a sales page. You don’t want to tell your life story from your first memory, but you do want to connect emotionally with the reader. Tell stories that explain why your course offers enough benefits to justify the price.
For example, if you’ve created an online course to help people lose weight, you might tell prospects about your own struggles with weight loss. Let them know that you understand their struggles and that your course provides valuable, actionable advice instead of judgment.
Of course, you don’t have to rely on your stories alone. If other people have already taken your course, ask them to share stories of their own so you can reprint them on your sales page. This form of social proof can turn a skeptical prospect into a customer.
4. Details That Foster Rapport And Credibility
If there’s one thing that a sales page must do, it establishes rapport and credibility. You want the reader to view you as an authority in your industry and as a friendly entrepreneur who can help them reach their goals.
Your voice and tone can influence rapport considerably. If you’re selling a course on a serious topic, coming off as too flippant might turn prospective customers away. Similarly, if you’re teaching a lighthearted course, getting too serious might seem discordant.
Whenever possible, incorporate data into your sales pages. Raw numbers can convince people to buy a product as long as you can back up those numbers. For instance, if 100 percent of your customers have reported satisfaction with your course, you need prospective customers to know that.
5. Subheads That Stop Scrollers And Make Reading Easy
A sales page isn’t much different from a regular article in that big walls of text can scare off readers. Most people don’t want to spend hours reading lengthy paragraphs. They want the gist of the information so they can make a quick, informed decision.
Subheads break up the content visually and let readers know what they can expect in each section. For example, in a long-form sales page, you might include subheads that break down features and benefits, address potential objections, and provide testimonials from previous customers.
You can also use bulleted and numbered lists to break up your content. On a long-form sales page, graphics and photos can help ease readability and draw in your prospects.
6. Anxiety-Reducing Testimonials
People don’t like to spend money. They might like to enjoy the benefits of products, such as online courses, but they’re protective of their cash. You have to reduce their anxiety by helping them understand that the benefits outweigh whatever price tag you’ve put on your course.
The best way to do that is through social proof. As we mentioned earlier, social proof lets people know that others have taken advantage of the course and found it satisfying.
Testimonials are most powerful when they include details, such as the author’s name and photograph. You can add even more power to testimonials by asking past customers to record video or audio testimonials.
Anyone can write a fake testimonial and print it anonymously on a sales page. Don’t do that. Instead, make sure you add credibility by attaching each testimonial to a name (full first name and last middle initial, at a minimum).
7. Proof That Your Product or Service Actually Works
We all love success stories. To convince prospects to buy your course, consider offering proof that the benefits you tout will actually come true for prospects.
Let’s go back to our weight-loss course example. You could include before-and-after shots of customers on your sales page. This demonstrates irrefutably that your course works, and prospects can see the proof in actual photographs.
This type of social proof can become even more powerful than a simple testimonial. People want to know that they won’t flush their money down the drain by buying your online course. Put their fears to rest by sharing stories and evidence that back up your claims.
8. An Offer They Can’t Refuse
We’ve talked about headlines, first paragraphs, and social proof, but never forget that people are rational. They make decisions based on logical reasoning, and they want to feel as though they’re getting the best deal possible.
Since your sales page is designed to do one thing — sell your product — don’t forget to make a tasty offer that prospects can’t refuse.
If you watch late-night infomercials, you might have noticed that the pitchmen and women constantly talk about the offer. They mention not only what you’ll pay for the product, but what you would pay if you didn’t take advantage of the special promotion.
If possible, use your sales page to make similar offers.
For instance, you might offer a 20 percent discount if your customers buy a bundle of several courses. You show that they can save money even though they’ll ultimately spend more.
Alternatively, run sales and other promotions every once in a while. Let your prospects know by sending out an email and announcing the promotion on social media. Give people a reason to click the “buy” button before this opportunity goes away.
9. A Risk-Free Environment
As much as people want a good deal, and as much as they’re ruled by logic and reasoning, they’re also easily swayed by risk. Nobody enjoys taking risks with money. Most people would rather hold onto their money than lose it.
If, however, you can take away that risk, more people will buy products on your sales pages.
Offering a risk-free purchase helps ease purchase anxiety. You could let your prospective customers know that they can get a refund within a certain time period if they’re dissatisfied with your course.
However, you don’t want to give customers too much time. If your course only takes two days to complete and you offer a five-day, risk-free promotion, customers could easily consume the entire course and get their money back.
Make sure that your risk-free offer is designed to let people get a feel for your course. After they’ve sampled some of your course materials, they should make a permanent decision. After the risk-free period ends, you don’t give refunds.
10. CTA Button: A Solid Close That Gets Your “Buy” Button Clicked
You can use a generic phrase on your CTA button, such as “buy now” or “purchase course.” However, you might get more conversions if you allow yourself to be a little creative.
For our weight-loss course example, your CTA button might say, “Yes, I Want to Lose Weight Now.” It’s an affirmative statement that can get people to click because they believe what they button says. They do want to lose weight, so they buy your course.
Use your CTA button as an extension of your headline. It should reflect the promise you made there so that it resonates with the prospect.
Make it as positive and affirming as possible.
However, make sure it’s short and sweet. You don’t want a CTA button that has four lines of text.
11. About Us
As we noted earlier, your sales page might be the first point-of-contact between your brand and the prospective customer. Consequently, prospects will want to know who you are.
This is particularly important when it comes to sales pages for online courses. Your prospects want to know why you’re qualified to teach the course and how you’ll offer value through the course materials.
You don’t have to write an overly long biography. Hit the high points that explain what makes you an authority in your industry. You could mention several details:
- Educational background
- Licenses and certifications
- Personal research or data collection
- Professional experience
Don’t forget about adding personality. Don’t just list a bunch of dry credentials. Bring life to them by writing in a conversational voice.
Alternatively, you could create a short video that introduces you and your brand to the consumer. While you want to give details about yourself, you also want to focus on the customer. How can your background and credentials benefit him or her?
We’ve mentioned video several times here, and for good reason. A video can deliver more information in a shorter period of time, depending on how quickly your prospects read. It’s also more engaging than text.
You don’t have to limit yourself to one video. Create one that introduces you to your prospects, another that introduces your product, and a third that features satisfied customers. You don’t need fancy videography equipment, either. Many entrepreneurs shoot video on their smartphones.
However, if you have access to a studio, use it. Making your videos look more professional can lead to more conversions.
13. No Navigation Links
A sales page has one purpose: Convince the prospect to become a customer. That’s it. If you add anything to your sales page that distracts from your mission, you might lose the sale.
This is why you shouldn’t include navigation links on your sales page. Keep the prospect focused on the product you’re discussing, and not on other pages on your website. The only link on a product page should lead to the sales form where the customer buys your course.
Create a Sales Page Using Kajabi
Now you know what a sales page is, how to create one, and what to include. What do you do next?
Create your first sales page using Kajabi. With our landing page creator, it’s easy to select a template you love, fill in the web page with text and video, and craft a CTA button that will convert your prospects.
It’s easier now than ever thanks to the newly released Kajabi Assistant. It will help you find the tools you need within the Kajabi platform so you can have your sales page up and running in no time.
After you create and publish your sales page, promote it. Link to it from your social media accounts, promotional emails, and other pages on your website. Consider writing a blog post that announces your new course and directs prospects to the sales page. The more traffic you can funnel to sales pages, the better.
Sales pages allow you to convert visitors into customers. They have a very specific purpose, so they’re easy to create. You don’t need any extraneous modules, such as sidebars or navigational links, so you can focus on the sale.
Imagine that you’re sitting across from your ideal customer. What would you want him or her to know? Brainstorm a list of features and benefits that your online course offers so you can include them on your sales page.
All that remains is putting together the parts to make an attractive page on Kajabi. Use lots of strong verbs and hard data to convince your prospects that you offer the solution they’ve been looking for.
After you create your sales page, don’t forget to promote it. Add it to your rotation of social media posts, for instance. You don’t want to promote your sales page constantly, but bring it up every week or so to make sure that new followers see it.
Most importantly, let your personality shine through. Demonstrate to potential customers why your online courses are better than anyone else’s.
Kajabi is the best way to turn your knowledge into income
At Kajabi, we’re working to build a world where everyone can build a life and business around their income.
With Kajabi, you can sell your expertise online. Create online courses, establish membership sites, offer coaching programs, host a podcast, and sell other digital products. Plus, you'll get marketing tools like a website, CRM, email marketing, landing page templates, and helpful analytics to help you spread the word about your products and earn more revenue.
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