You’ve been waiting for the perfect opportunity to launch your online course. You’ve been working on the content, tweaking the design, and perfecting the marketing. Finally, you’ve nailed it! Now, you’re waiting for the perfect opportunity to launch your online course. But before you get ahead of yourself, have you considered your sales page? I would argue your sales page is the most important part of your entire course launch. Without it, you could be missing tons of sales. Let me guess? You don’t know where to start? That’s fine. I’ll be breaking down the anatomy of a sales page. By the time we’re done, you’ll be primed for sales, and on your way to maximum conversion!

What Is a Sales Page?

A sales page is a page on a website that is dedicated to selling a product or service. In your case, it’s the page that will help potential students see if they are a good fit for your course/program. Sales pages are often used in place of a traditional homepage, and they are typically built to convert visitors into customers.

A highly converting sales page is essential for your online course, as it is the first thing that potential customers will see. The first few seconds of your sales page will determine whether or not a customer decides to buy your course. That’s right. The first few seconds.

The anatomy of a sales page is a tricky thing. It’s all about sales psychology, and you need to know what to say to get someone to take action. Let’s break down a sales page, section by section, and give you some more clarity.

Anatomy of a Sales Page

A sales page is more than just a page. Actually, it’s a full-on advertising campaign. Sales pages help you place your foot in the door with potential customers and make them feel like they can’t afford to pass up your online course. That’s why the anatomy of a sales page is so important. You cannot afford to miss sections that aid in optimal conversion. Let’s waste no more time. I’ll start breaking down each section.

Section 1 – Headline

You need to come out of the gate swinging. You’d want to make your course/program promise clear immediately. Position your ideal client’s pain point as the center point. Generally, start with a very, and if you’re able to provide a time frame it will hit even better. Finally, wrap up with a powerful call to action.

Section 2 – Introduce the Problem

In order to create a successful sales page, you’ve got to know your ideal client inside out. By knowing your ideal client, then you’d be sure of their main pain points. In this section, you’ll continue to capture their attention by introducing the problem. Don’t be afraid to get all in their business. Call them out on their shit.

Right now you’re probably struggling with [list of issues]. And let me guess, you’ve tried [list of attempted and failed solutions].

This will further position you as an expert, and help put them in a place of understanding. They’ll think, “Hmmm, I have been struggling with my breakup. And I have tried binge drinking, serial dating, and moping around. I wonder what else she’s got, then.”

Section 3 -Empathy

Imagine if someone called you out on all your problems. Damn, that would be tragic. You wouldn’t want them to just stand there, towering over you. No. You’d want to empathy. Typically, a person would want someone to then say, “I totally understand where you’re coming from. It’s okay.”

Reiterate what they are struggling with, then empower them with what they deserve instead.

‘I know you’re tired of dealing with the same guys who won’t commit. And if you’re being honest, after months of swiping on Hinge, you’re not any closer to healing your heartbreak. You know you deserve a love that doesn’t hurt more than it heals. So why not go for it?’

Section 4 – Agitate the Pain Point

Have you ever watched someone make the same mistakes repeatedly? You wish you could just shake them, and give them the piece of information that would change the course of their cycle. That’s what we’re going to do here. Let them know what mistakes they are continually making and why it’s getting them nowhere.

‘In my 10 years of marriage counseling, I’ve noticed most couples on the rocks make these 4 common mistakes. Do these sound familiar?’

Then, go on and list those pain points.

Section 5 – Introduce Your Story

We got their attention by telling them they are in the right place. Now it’s time to show them a friendly face. How does your personal story connect to their pain points? This is important because it will help qualify you as an expert and further position your online course as the answer to their problems.

Highlight these four parts:

• Past
• Problem
• Pivot Point
• Purpose/Solution

Section 6 – Your Online Course as a Solution

Alright, they’re listening. Now we can introduce the offer. Take the time to describe your online course. List all the benefits and features that come along with enrollment. Leave nothing out. Remember, a sales page is one long sales campaign. Do not leave them with any questions.

• List the name of your program.
• Talk about the modules and lessons covered
• Mention and program support they will receive (i.e. Facebook group, Voxer access, etc.)
• Walk them through your program framework
• What’s the Investment?
  • Does the price change if they pay in full?
  • Are there payment plans available for your online course?
• Call to Action to Apply

Section 7 – Social Proof & Testimonials

No one wants to be a guinea pig. Especially, when it costs money. Why do you think influencers get tagged daily to try new products for their audience? Their subscribers need someone to vouch for a brand and say, “Hey, this works! You can put money down.”

The same goes for your online course. Gather together your best testimonials. Don’t be afraid to brag on yourself – a sale is on the line. Make sure these testimonials are outcome-focused and match what you’re program is promising.

Section 8 – Introduce Yourself

You introduced your story, but now it’s time to introduce yourself. Leverage your experience. Show your audience that you are the most qualified person to get this job done. Present them with your best picture of yourself. Don’t hold back, give them all of the accolades and achievements. This can be qualified by awards, years in the industry, and social proof. Tell them how you currently serve your audience. Let them know you have ample experience helping people with the same problem they are dealing with.

Section 9 – Qualifies

Every lead isn’t a qualified lead. At this point, you want to polarize the crowd. We want the people who are a great fit to continue to feel like they are a great fit. However, we want the ones that aren’t best suited for your online class or program to eliminate themselves.

Use statements like, ‘This is for you if…’ and ‘This is NOT for you if…”

Let’s not waste time having everyone apply. We want warm hot leads.

Section 10 – Provide more Testimonials

Section 11 – Final Call to Action

Remind them one more time why they would really benefit from working with you. Create urgency by telling them there are limited spots or give them a specific date the cart closes. Then end this section with a huge apply now button.

How to Create a Sales Page

You have the anatomy of a sales page down, but how do you build it? You’re not a web developer. Secondly, you’re probably wondering, “How can I make it beautiful?” No one wants to land on an ugly website. Your solution might be closer than you think.

Online Course Sales Page Template

You don’t have to spend hours creating the pixel-perfect sales page to support your big course launch. Why? Because I’ve done most of the legwork for you by creating beautiful and converting online course sales page templates.

These templates are built on Showit, so it’s completely easy to customize. They are easy to use and designed to help you convert more visitors into customers. I’ve created three different styles and layouts to complement various course creator brand personalities.

Friend, don’t waste hours on another launch and fumble yourself out of thousands of dollars because you wanted to do it all yourself.