The time to launch an online course has never been better. As per a recent report, the global online course industry would be worth $331 Billion by 2025. It’s no wonder that across the world, thousands have already launched courses across platforms and are making billions in the process. If you are planning to launch an online course for your online enterprise, one of the most important things that you can do is to create a landing page. A landing page is the first page that a prospect views. Whether you plan to launch a single course or an entire enterprise with a host of courses, an amazing landing page is a key to selling well.
Time and again, knowledge entrepreneurs who have launched courses on Knorish have asked the same question: How do you create a landing page that increases sales and helps mitigate any doubts that prospective clients may have.
So here’s a comprehensive list of steps that you can copy to ensure that the landing page for your enterprise has what it takes to increase engagement and create exponential sales.
Taglines that make promises and demand attention
A great copy is a basis on which a successful landing page is created. The first thing that a landing page needs are a great tagline. A tagline defines what the online course or enterprise is about, the promise it makes for the content quality and expertise of the course creators.
Keep in mind that the Tagline needs to be concise, yet needs to be worded carefully to ensure that it appeals to the reader instantly. IIYM.org’s tagline is a great example.
(Image Source — iiym.org)
As you can see, It’s a direct call to action tagline that very simply offers what the course is about, its result and the promise of success in the endeavour, all in just about 10 words. ‘Buddha’s Eight Fold Path To Peace & Success In Life’
Do note that since this is an online academy which talks about mindfulness, peace & serenity, the language is appropriate for the kind of audience it attracts.
Remember: Taglines cannot be very long. The banner Image text is a prime estate and every single character, letter and image are of extreme importance. That’s the first thing anyone who lands on your website will see.
Another knowledge entrepreneur for his thought school has used a tagline:
“Live a life of possibilities The Happiness Mantra”
Once again, though a very short tagline, the text clearly shows purpose, promise, and what the course holds for a prospective learner.
Opening Paragraph: Text that persuades and promises to deliver
Once your tagline piques the interest of the reader, the next paragraph you write has to be about the course or the enterprise, and how the online enterprise aims to make a difference for the prospective customer. Most importantly, it should show how the knowledge gained will help the participant in getting them closer to their goals. Even if it is clear about what the participant will get when they take up the course, it is important to clearly outline the outcomes.
In this example shown above, the knowledge entrepreneur has shown his entrepreneurship school’s value systems and how the philosophy would be used during the course to help course participants in their learning journey.
Credentials — About the Course creators
(Image Source - www.cycling-inform.com)
Whether you plan to launch the course or enterprise on your own or collaborate with others, the credentials and expertise of the course creators go a long way in establishing the authority. Experience, credentials, results achieved, note-worthy awards & recognition, any other reason that establishes why the course creators are perfect for launching the course, all play an important role in setting up your credibility. If there are many course creators, you should create a separate page or blocks that highlight all the details including the expertise and credentials.
Strong subheadings that garner attention
The next section could be another set of USPs that are only available with your course. This section is important as it directly shows that the course has benefits that directly relate to what the learners would learn and gain from. One could talk about USPs using strong headings like how the course helps in getting industry-specific jobs, the opportunity to learn from industry stalwarts, the experience of the faculty, maybe even jobs assistance assurance, whatever the benefits may be, breaking them down into highlights or subheadings. The idea is that if you can showcase that the benefits are way more of value than the actual cost of the program, you would be able to sell the course a lot more.
First Call to Action
(image source - indianschoolofdesign.com)
In this section, you provide a button to the reader that will allow them to do exactly what you intend them to do. Known as the ‘Call To Action’ button, it gets the prospective client to purchase your course, sign up for an email newsletter, join your community, or whatever is the primary goal intended. It is key that the call to action must be simple, clear yet concise.
With the call to action goes a list of benefits of the course, enterprise, or promise of quality customer service, whatever it may be, a call to action button must always be accompanied by associated benefits or promise of quality.
Testimonials are a great way of showcasing firsthand experiences. Testimonials could be of peers talking about the course creators expertise in the subject matter. It could also be of students trained earlier or if available testimonials from learners who have taken up the course. Text-based testimonials are fine enough, however, video-based testimonials have great value. While text-based testimonials could be made up, video-based testimonials add a sense of reliability to the reader. If this is the first time an online course or enterprise is being launched, text or video-based testimonials could be from peers or students who have been trained by the course creators in person offline, or you could release the course to a select few to get testimonials as well. Whatever the case may be, your online enterprise must have testimonials.
(image source - lcbs.knorish.com)
Every prospective lead has a slew of objections, doubts and requires clarifications. One of the few ways to handling those would be to jot down a list of frequently asked questions with descriptive answers proactively as is the Industry practice. You could also, on the other hand, find unique ways to highlight the answers to the most commonly asked questions in the main section of the page. For example, Numerology. Academy as part of their online course decided to highlight an FAQ on the main page itself.
The question is: What if I am a professional? Does the course benefit me as well?
Social Proof - Testimonials
It could be certain reports from credible sources highlighting the need of the course, the need of professionals in the industry, or even case studies from reputable sources that go a long way in establishing the credibility of the course and the experts who build the course. Statistics in terms of the requirement of professionals in the industry who have gone through your course or future job prospects do help in convincing the reader of possibilities post finishing the course. The best examples to cite on the page would be of past students who have pursued the course and done well for themselves post-course completion.
The promise of quality and great customer service support
What most knowledge entrepreneurs fail to establish is reliable customer service support. Though online courses pretty much are automated requiring almost zero customer service support, nonetheless, it is imperative that customer service support channels are indicated on the page. Be it email, chat, or phone numbers, the information should be visible. Additionally, it doesn’t hurt to mention a statement of the promise of quality. Although it may sound cliche, one must remember that although online learning has become mainstream now, people still like to mitigate any doubts before finally making a purchase. A promise of quality, commitment, and great customer service support go a long way in mitigating any such doubts.
The second call to action with more spread across the page
Why have only one when you can have two in place? A call to action as described earlier helps in getting clear predefined actions to be completed. A simple, concise yet clear call to action helps in increasing sales. By now you have shared enough reasons for a prospective lead to making a decision. This is the perfect time to reiterate the reason why they are on the page. A call to action redirects the attention towards the decision-making moment and allows the prospective lead to making a final call. All this without the need to scroll up the page to find the first call to action button which is never a good user experience.
Knorish Pro Tip
If you run ads on your site without a landing page, you will end up losing money and will not get any sales. Because users will come to your site, and click on the different pages listed on the menu, and will get lost in the site eventually.
So to get the most conversions out of your landing page, turn the menu off on the landing pages. Because when you run ads and drive traffic to the page, users can only click on the CTA buttons and sign up or leave the site. This would immediately increase the sales numbers on your site.
Learn how to convert your course pages to a landing page, read more here: How to switch off the menu on a landing page
Here are a few examples of some of the awesome websites built with Knorish:
- Sanjeev Kapoor Academy
- TiE Institute
- Enrichment Academy
- Numerology Academy
- Luxury Connect Business School - Online Courses
Whether you keep the same order or mix it all, ultimately you need to ensure to have an awesome landing page, these 9 points need to be incorporated. Keep in mind that the structure must address information flow based on how a potential candidate would like to see it. The best way to do that would be to ask someone who matches the persona of your potential target market to look at the landing page section by section and ask them for their opinion. Here’s a quick summary for you without the need to scroll up on the page:
- Did you switch off the menu?
- Do you have a tagline that makes a lasting impression?
- Do you have an opening paragraph that lays out the benefits and persuades the reader to a sale?
- Have you mentioned the expertise, credentials and specific skills that make them the perfect choice as creators of the course?
- Do you have additional subheadings/paragraphs that highlight USPs of the course or the enterprise?
- Are you launching one course or many? If it’s a single course, mention how it would benefit all the participants. If it's a school with many courses — showcase why should one be interested in this school? After all repeat business is always good for business.
- First Call to Action — after all, the reader is on your page for a reason. Call-to-action buttons help convert leads to sales.
- Do you have testimonials ready? Text or Video? Videos do better.
- Preempt questions and answer them. Look at the most important one and address it in a specific section
- Social proof it. Use statistics, case studies, success stories, anything that proves the scope of the course or the quality of it, and why a user must take it up, that too right now.
- Promise to deliver quality course content with even better customer service support.
- A second call to action: Avoid leads searching for that buy now button while scrolling up the page. Give them an option to “BUY NOW” now by providing a second call to action button