How To Build Online Course Sales Page | Template + Examples

You have the perfect online course, but who cares if no one knows about what a treasure you can offer, right? That is exactly why we are creating your course sales page. And we will need all your copywriting skills for this task (read ahead for copywriting tips). 

Even if you feel like you are the last person to write copy for the online course sales page, you have the most effective weapon you need. That is, you know your students’ pain points and needs better than anyone. Next, you need to understand how to put that knowledge into practice. 

In this guide, we will discover 

• what a sales page is, 
• how you can create one to sell your course
• what is the easiest way to build your course sales page

I included examples by popular creators as well as free guides and an online course sales page template for you to get started easily. Before we dive deeper, download your free templates here:

• Online Course Sales Page Template
• How to Write Compelling Course Descriptions Like a Copywriter
• SEO Checklist for Your Course Website

What is a sales page?

First and foremost, let’s understand what a sales page is. 

A sales page is a page designed to trigger an action. (e.g., make a purchase or sign up for X) 

The primary focus of such a page is to showcase the product/service in the best possible sight with a compelling description. The target goal is to turn visitors into customers. 

How does it differ from the landing page?

Many may confuse the sales page with the landing page. The main difference between them is purpose. 

A landing page is a wholesome page designed to support a particular marketing campaign. The main goal of a landing page is to capture leads by collecting user information. This information typically includes name, email address, and other contact details. 

On the other hand, a sales page has the purpose of increasing sales. It focuses on the display of a product/service in a persuasive manner. The sales page also aims to speed up the decision-making process and overcome any potential objections that stop the customers from making a purchase. So, the end result should be conversion. 

Write these down before creating a sales page

If you want a sales page that truly drives results, you must be well aware of several aspects. Below are the top three questions to know the answers to before creating a sales page. 

Who is your customer?

Understanding who your customers are is the first step to success. Let’s review the scenario where you do not know who your clients are. How are you going to offer them solutions to their problems? It would be impossible. 

So, here are the top tips on how to identify your customers. 

• Conduct proper market research. (surveys, focus groups, competitor analysis, data collection & evaluation) 
• Define your value proposition. When you know your value, it becomes easier to understand to what segment of the market it will be most appealing to. 
• Segment your target into smaller groups for more efficient further marketing efforts. This process is about creating buyer personas. 

Let’s dive a bit more into detail about the buyer persona. You can create a value proposition canvas when you know who you are targeting. This is a technique that allows you to position your product in a way that is appealing to the potential buyer. 

What do you offer to solve customers' problems?

“The more accurately you can describe your reader’s problem in terms they can relate to, the more they instinctively feel that you must have an answer to that problem.”

 

 Jay Abraham (business executive coach) 

You can create a Value Proposition Canvas to understand how you solve customers’ problems. It is especially efficient when you know who you are targeting. This technique allows you to position your product in an appealing way to the potential buyer. 

Essentially, you just have to fill out the fields below based on your product. 

As you can see, Canvas consists of two main profiles: customer profile & value map. 

Customer Profile:

• Gains. Positive outcomes, goals customers seek
• Pains. Problems and challenges customers face
• Jobs to be done. Tasks/problems customers are trying to address. 

Value Map: 

• Products and services you offer that provide solutions to their problems
• Pain relievers. Features/benefits of your product/service that relieve customer’s pain
• Gain Creators. What are the positive outcomes and benefits created for the customer from your offering? 

Let’s say our target buyers are people who want to start a business. We offer a course on entrepreneurship. But so do many others. After creating our value proposition canvas, we are clearer on what sets us apart. Thus, we gain a competitive advantage and are able to market our course better. 

What value can you give your customers that no one gives?

Also, what makes you stand out among the rest? Why would customers choose your product over the product of your competitor? 

You need to identify key points that make your online course stand out. So, find unique selling propositions for your course. Easier said than done, right? Well, that might be true. But here are a few tips for you to help you understand what value you give to your customers that others do not. 

10 components to create a GREAT sales page

As far as we are clear on the audience, problems, and solutions, let’s move on to the process. Not all sales pages work the same and include the same components. But as I analyzed and went through the sales pages of successful creators, I outlined several key elements that were common to all of them. 

I will not be presenting them exactly as they should appear on the sales page. But keep in mind that structure is your key to success. Your sales page must be well-structured in order to work. 

#1 Headline

The headline must be catchy. Most of the visitors will leave your sales page after reading the headline. Or, they can stay and keep reading. Which one of these two options occurs depends on your headline. 

A great headline must grab attention, communicate the benefit/solution, and spark curiosity. It also should be short and to the point. 

In an interview with the Uteach team, Mariana Pena, an instructional designer, emphasized the idea of creating a value-based headline. 

“Think about a very catchy header. So here, what we want to convey is the feeling that they're going to get by the end of the course, not the course content necessarily. But then you have a subheader, and then the subheader has to do with the transformation itself”.

 

Mariana Peña

Instructional designer

Let’s review a few practical examples. 

Example: 

Both these headlines feature similar characteristics that make them successful. 

The first headline states the main topic of the course, “Marketing Analytics,” uses the catchy word “Mastery,” then states the course content’s focus “from strategy to application.” 

The second headline also clarifies the topic: “Complete Digital Marketing Course.” And specifies it further with “12 courses in 1”. The second part clarifies the value students will get (multiple courses). 

How to write a headline for a course sales page

Follow these tips to create headlines that work:

• Use simple language. Do not go overboard with highly technical terminology. 
• Clarify the main topic from the beginning. Make sure the first part of the headline communicates the focus of the course.  
• State the benefit/solution/value you offer. This will allow you to motivate purchase behavior. 
• State what will be discussed during the course. 

#2 Course description

Another vital part of your sales page dedicated to your course is the course description itself. Your course description must communicate the value it offers. It also should make the learning outcomes and gains of students clear. 

Let’s review an example of a good course description and understand how to write one. 

Example: 

For example, for her social media course, Katie Campbell introduces how she will address each of the pain points for her students. They have a clear understanding of what the course includes, the exact modules, how they will navigate through all that, etc. 

The description is long enough to grab attention and communicate the value of the course. However, it should be short enough not to lose the reader’s interest. To make it engaging, Katie made all the elements interactive and presented in a visually appealing way. 

How to  write a course sales page description 

The course description must address the needs of your target audience. So, how can you write a copy that does? Here are the steps:

• Add a course tagline. Essentially, it is the first sentence of the description, which is visible right after the headline before the “show more” hyperlink. Within the first sentence, clearly and concisely communicate the main topic and benefit. 
• Make sure to include the benefits of the course. You can enumerate them in the format of bullet points as learning outcomes. 
• Describe the format of the course to make it clear to the audience. (e.g., video lectures, live lectures, interactive assignments, etc.) 
• Use engaging language that resonates with your audience. Use action verbs, words that make it personal, and compelling adjectives. (e.g., you, gain, transformative, from zero to hero, etc.) 

You can also add a downloadable PDF with the course syllabus. Just keep in mind that the course description must answer the questions: What? Why? And How? 

Learn more: How to Write Course Description

#3 What will students get?

Do not forget to mention what students will gain from the course. Everyone wants to understand what their return on investment is. 

You can feature 3-5 main benefits of the course with icons on the sales page. 

Example: 

For example, Angel Rodriguez, who is a course creator at Uteach, listed the key outcomes for each of his courses. Yet, when you browse individual courses, Angel presents the outcomes and benefits for that specific course in more detail. 

It grabs more attention than a bullet list and is easier to read. So besides the text description bullet list, create a section with benefits that looks approximately like this. 

How to mention course benefits on the sales page

When it comes to mentioning the outcomes, in our interview, Mariana Peña suggested focusing on the skills. 

“We want to be thinking about skills and competencies because the outcome doesn't have to do with information. It has to do with the level of performance. Everybody is going to buy your course with the desire of improving their level of performance at a certain skill so that they can get something else”. 

 

Mariana Peña

Instructional designer

• Gather information and identify key benefits of your course. 
• Craft engaging headlines for the benefits (make sure they are not too long). You can explain benefits in the course description section, but in the visual section, just state them shortly. 
• Choose icons to use in front of each benefit. You can choose more visually appealing icons than in the example. 

Related: Develop Great Learning Outcomes With 5 Steps

#4 Visuals / Videos

Did you know that videos on sales/landing pages increase conversion rates by 86%? 

Make sure your sales page displays stunning visuals and videos. 

In an interview with our team, Jessica Koch, who is a sales consultant, suggested adding videos to the page that truly describe the results you provide. 

“You really want to have some good videos and images and pieces that will give them a stronger feel. Some of the images and videos can describe and share the transformation they really desire”.

 

Jessica Koch

Sales consultant

Example: 

Here are a few good examples of visuals on sales pages. Let’s review Jenna Kutcher’s sales page for the “Instagram Lab” course. 

The page starts with a short introduction and a call to action while showcasing Jenna in a cozy apartment. 

First of all, she sticks to her website’s branding colors. She uses a minimalistic approach yet displays enough catchy visuals. The sales page loads fast, looks neat, and is easily readable. 

Sticking to a few simple rules, Jenna created a website with harmonized visuals that appeal to the visitors. 

How to include visuals on your course sales page

Here are a few tips for you related to visuals and videos on the sale page. 

• Use eye-catching visuals. However, make sure that style-wise and color-wise, they go well with your overall branding guidelines. 
• Leave enough white space for a better user experience and easier navigation. 
• Make sure videos are short and to the point;
• 1-2 videos are enough. E.g. one can be a quick introduction to the course and the other can be an introduction to who you are (30 sec). More videos will simply slow down the loading speed of the page, as well as overload it with unnecessary information. 

Related: How to Use Video Marketing to Promote Your Online Courses

#5 Author bio

An author bio is vital. Your sales page is dedicated to the course. However, to create trust and credibility, ensure you introduce yourself properly. You can either make a quick introductory video or a few-sentence description of yourself. 

Example: 

Here is how a good description must look. 

In the example, you can see how Maria Forelo, trainer and online course creator, presents herself in the About Me section of the Copy Cure course’s sales page. 

How to write an author bio for the course sales page

Well, how can you write a good description? Follow these simple tips. 

• State who you are and properly introduce yourself. Who are you? Where have you been featured? 
• Establish authority and credibility. What awards, honors, or certifications do you have? Create buzz around yourself. 
• Share relevant background information. Focus on information that showcases your expertise in the subject matter. (e.g., Marie is a famous creator; if you are just starting or do not have much fame, focus on niche information that will create credibility.) 
• Add a few sentences on why you are passionate about the course topic. Emotion is what sells best. 

Also, you can write about your overall teaching philosophy—for example,  style, interaction, etc. This way, the students know what to expect. 

#6 Testimonials

Display your past client testimonials or your certifications as proof of your expertise. It will help you to build trust and credibility. 

Jessica, the sales consultant  Uteach team interviewed, mentions you do not necessarily have to include testimonials of your course if this is your first. 

“As long as this isn't the first thing you have ever done in your life, you should have some sort of testimonial of the kind of person you are. And even if it's actually the first thing you’ve ever done, you’ve been to school. You have instructors who know about you. You can include some kind of testimonial about your character, your credibility on some level, even if it's not for the course itself”.

 

Jessica Koch

Sales consultant

Example: 

A great example is Maria Forelo’s sales page for the Copy Cure course. The sales page displays testimonials toward the end that work as social proof. 

The testimonials are displayed using “Catchy headlines” that instantly draw attention to the achieved results. Also, portraits of the authors of these testimonials are featured, which creates more sense of credibility. Afterward, the review itself with longer-form text follows. So, the structure is on point, which is why these work. 

How to include testimonials on the course sales page

• Create a testimonials section toward the end of your sales page. 
• Use the author’s photos if given permission to create more sense of credibility and social proof. 
• Structure well. State the result students got as a headline before displaying the longer form of testimonial. 
• Always ask for testimonials and follow up on your previous students. 
• Display your certifications and degrees to showcase your expertise. 

Related: How to Ask and Receive Course Testimonials | 6 Ways + Examples

#7 Pricing

When someone is making a purchase decision, it is vital to see the price of the product right away. So do not forget to include pricing. If you are a coach offering pricing plans by month or per session, make a pricing table and display it. If it is a training display price for the whole program. The same is true for online courses.  

Example: 

Jenna Kutcher’s sales page for the “Instagram Lab” course displays the pricing right on the top corner of the webpage. This is a great idea, as the pricing is clear from the beginning. 

Also, a bit later, she displays all the pricing plans available for the course. 

How to include pricing information on the course sales page

• Place the pricing in a prominent and visible place. 
• Structure the pricing. If you offer multiple pricing plans, then make sure to structure them properly. 
• Clearly state the currency to avoid confusion. Many online creators simply use USD.
• Place the CTA button near pricing. For instance, in the example above in the top right corner, Jenna states not just the price of the course but also has a call to action “Click here: Get started today for just $27”. 

Related: How To Price Your Online Course

#8 Money-back guarantee

When you give a money-back guarantee, students do not hesitate to make a quick purchase decision. Plus, most buyers won’t consider a refund as they will be interested in the course and its content. 

Example: 

Let’s also get back to one of the best examples of a sales page for Copy Cure course. Marie follows all the rules, and that is why her course performs well. In this case, she also states that she offers a refund toward the end of the sales page. 

How to include a money-back guarantee on the course sales page

Simply add a section toward the end of your website explaining to students that you offer a money-back guarantee. Make sure to use safe wording such as 100%, guarantee, refund, satisfaction, etc. But specify when and in which circumstances they can claim the guarantee. 

Using “safe words” is important to create an atmosphere of safety around your product. So, you are not only aggressively selling but also guaranteeing that clients will be satisfied, and if this is not the case, they will get a refund. Thus, write a proper copy that will build the trust of users further. 

#9 FAQ

Include an FAQ section related to the course. This will save you time on manual support as well as allow students with questions to get answers right away. 

Example: 

Marie showcases the FAQ section on the sales page of her course “Copy Cure.” The course is aimed at improving copywriting skills. She answers questions such as:

• I’m uncomfortable sounding “salesy.” Will these techniques make me look desperate?
• What if I don’t have thousands of website visitors or newsletter subscribers? Will I still see results?
• How much time will it take to go through the course?
• I’m so busy, and I’m such a slow writer! Should I just take this money and delegate it to a pro instead?

She addresses all the main questions & potential concerns of her target audience. Also, provides thorough, detailed, yet to-the-point answers. 

How to include a FAQ section on online course sales page

A few tips on creating a good FAQ section for your course sales page include the following. 

• Identify common questions and create a list 
• Group questions by theme (if there are too many of them) 
• Use simple language and make sure answers are readable
• Answer thoroughly to satisfy the reader instead of creating more questions
• Make sure your answers are relevant and to the point. Do not give an answer for Y when a person asks about X.
• Provide contact information. 

#10 CTA buttons

Display CTA buttons throughout the sales page. CTA buttons can be of great help to motivate action and trigger purchase behavior. 

Example: 

On the Copy Cure course’s sales page, Marie displays prominent CTAs. 

The first CTA is right at the beginning, and another one is toward the end. 

How to do:

How to create and place CTA buttons:

• Placement. Place one prominent CTA button right after the course description’s “read more” permalink. Make sure that the visitor does not have to scroll to see the button. Place other CTAs after key information, e.g., features/benefits listed with icons under the introductory video & description.
• Design. Use contrasting colors, making sure the button is visible. Also, ensure the text on the button is visible (use solid fonts & colors). 
• Use phrases such as “Get Started,” “Enroll Now,” “Secure Your spot,” “Transform Your Skills,” and “Invest in Yourself.” 
• Also, you can use phrases that convey urgency, personalize messages, or offer value. E.g., “Limited-Time Offer: Enroll Now," “Start Your Journey to Success,” and “Gain on-demand Skills)

Play with words

Playing with words is a great tip to help you on your journey. Content is a vital component of the website. Every page showcases several pieces of information. It is essential to write good copies for sales and landing pages. 

• Result/s. Most of your students take courses to get certain results. So, using this word assures potential buyers that they will get a return on investment. 
• Solution/s. This is another good word to use on your sales page copies, as it again serves as reassurance for the potential buyer. 
• Limited. Using the word limited creates a feeling of missing out; if you are offering a discount, make sure to use this word in phrases such as limited-time offer. 
• Uncover & Discovery. These words create intrigue and imply that your product/service will provide valuable insights clients can’t find anywhere else.
• Guaranteed. The word guaranteed once again creates a sense of safety and reassurance. It is a great word to use to increase trust.

Efficient and proven. Learners want to learn and grow thus, they must be sure that your methodology is efficient and proven to give results. So, use these words near the testimonials section of your sales page to increase credibility even further. 

Sales page Don’ts 

Also, you should avoid certain practices if you want your sales page to rank. 

• Being over-creative

Being over-creative will not help you. Indeed, you can get creative but keep it simple and to the point. At the end of the day, you want to communicate your professionalism and expertise. 

Also, in the beginning, stages of your business, it is far more efficient to stick to proven practices that work.

• Adding too much text

Going overboard with text won’t help you. Be precise and provide information that is potentially appealing and motivating to purchase decisions. 

Adding too much text is about more than just keeping it short but also about not overloading a webpage with text. Leave enough white spaces (free spaces). This will allow your sales page to load faster, look more professional, and avoid confusion. So, visitors will actually pay attention to what is important.

• Telling about you instead of them

Instead of going on and on about you, tell customers what they will gain. Give a description, e.g., if you are X, Y looking for X, Z, then this is for you. Ensure your visitors feel heard and seen when visiting your sales page. It a; ways should be about your customers and what they have to gain. 

Of course, give information about yourself to establish trust and credibility. But, the overall focus should be on customers and their gains. They will be able to read more about you in the “about me” section of your website. 

• Sounding like a robot

Do not speak like a robot. Add some emotion, communicate with the reader, ask questions, and keep them engaged. An emotionless text that aims just to sell will not work. In this dynamic industry, advertising is everywhere. So, make sure yours stands out and does not look like an ad. 

Here are a few practical tips.

• Ask questions within the text. 
• Use words such as You and We 
• Focus on the solutions your product/service provides, not just its features.
• Place CTAs in all the right places. 

How to create an online course sales page on Uteach 

The greatest part of all this? You can find all these ready-made elements if you build your sales page on a course platform like Uteach. First, you can choose any of the 30+  themes that fit your niche the best. Each theme comes with corresponding templates for your landing pages, sales pages, and information pages. 

The template prompts you on the blocks you can add to make it even more efficient. However, you can always customize them and add additional blocks with an easy drag-and-drop builder. 

As you click on the plus icon, the builder suggests ready widgets you can add, such as FAQ, forms, pricing, CTA, etc. This way, you can add more sections and create a sales page true to your brand and preferences. You can set the layouts and colors and manage the appearance. 

Since you host all your courses and digital products on Uteach, you can easily add them to the sales page. All you need to do is customize the content on your course sales page. 

You can also add a video, testimonials, your “About” section, and so much more. 

FAQ

• How to create a sales page for your online course?

Creating an online course sales page starts with understanding what your audience needs. Think of it like setting up a storefront. You want to grab attention, make them curious, and show them why your course is exactly what they have been looking for. Start with a strong headline that speaks to their biggest problem or goal.

Next, break down the key details. Explain what they will learn, why they should trust you, and how your course will change their life or at least make it easier. Use real examples, student success stories, or even a sneak peek inside the course. Add clear pricing, a simple call to action, and maybe a guarantee to remove any doubts. And do not forget visuals. Mockups, video previews, or testimonials make a huge difference.

• What are the best practices for designing a high-converting course sales page?

A high-converting course sales page is clear, engaging, and easy to navigate. The design should guide visitors step by step, answering their questions before they even ask. Use a clean layout with plenty of white space so the page does not feel overwhelming. Choose fonts and colors that match your brand, but keep them easy to read. A strong headline should grab attention immediately, and the text should be short and direct.

Visuals play a huge role in keeping visitors interested. Use high-quality images, course previews, and testimonials to create trust. Place call-to-action buttons in multiple spots, making it simple for someone to enroll at any point. Keep the checkout process smooth by avoiding distractions and unnecessary steps.

• What are the key elements to include in the hero section of a course sales page?

The hero section is the first thing visitors see, so it needs to make an impact. Start with a clear, benefit-driven headline that speaks to your audience’s biggest challenge or goal. If your course teaches beginners how to edit videos like a pro, say that in a way that excites them. Follow with a short subheading that adds more context, making it clear who the course is for and why it matters.

Next, include a high-quality image or video. A smiling photo of you, a course mockup, or a short video introduction can build trust instantly. Add a strong call-to-action button that stands out, like “Enroll Now” or “Start Today.” If you have a credibility booster, such as student success stories, media mentions, or a money-back guarantee, highlight it here.

• What is the best platform to build your course sales page?

The best platform to build your course sales page is Uteach. It is designed specifically for course creators, so you get all the tools you need in one place without struggling with extra plugins or tech headaches. With Uteach, you can easily create a professional sales page that looks great and converts well. The drag-and-drop builder lets you customize everything, from layout to colors, so your page matches your brand.

What makes Uteach stand out is that it is not just about design. It helps you sell. You get built-in payment options, automated enrollment, and even SEO features to help people find your course. Plus, you can add videos, testimonials, and course previews without needing a developer.

Start your free trial today and build a sales page that sells.