10 Tips for Writing High-Converting Sales Copy for Online Courses

May 13, 2022

Looking for a way to boost sales for your online courses? Write engaging promotional copy to drive more people to your sales page.

Apart from the quality of content, focused sales copy is one of the most important things that will help you sell more online courses. It attracts the attention of site visitors when they first land on your online course website and encourages them to learn more about your offering.

In this article, we’ll share some of the best-kept secrets for writing promotional sales copy for your online course that will help you increase engagement and sell more online courses.

#1. Choose an engaging headline

#1. Choose an engaging headline

Since the heading is the first thing that catches the attention of site visitors, it’s important to make it catchy and hard to forget. Making a good first impression is crucial. If the headline of your promotional copy doesn’t pique the reader’s interest, it could even be a deal-breaker. As a result, they won’t be motivated to learn more about your online course or purchase it.

You want to think of the headline as an “ad” for your online course that will be used to attract your target audience. With that in mind, the headline should be closely relevant to your purpose and the main goal of your online course.

For instance, if it’s an online course that teaches users how to manage their time better, the headline should be relevant to what the online course covers. For this specific online course, you could use a headline similar to “Hard to manage time?” or “Looking to become more punctual in life?”. This makes your online course seem more interesting and can encourage the user to learn more about it.

#2. Avoid repetitiveness

#2. Avoid repetitiveness

Rather than being focused on writing “brief” or “comprehensive” sales copies, it’s important to focus on the quality of words you choose rather than the quantity. This essentially means you need to focus on avoiding the use of “fluffy” words or repetitive sentences just to make your sales copy look more complete. Instead, it’s better to write useful information that will actually help users make an informed purchase decision.

Ideally, you should avoid making statements that have no relevance to your content or online course as well as exclude repetitive words such as “amazing”, “incredible”, or “awesome”.

#3. Make it believable

One of the most common problems with online course sales copywriting is making hard-to-believe claims.

For example, you might have seen online course sales copy claiming,“This is the opportunity of a lifetime”, or something like “Are you looking to become a millionaire?”.

These claims sound ridiculous to most people, and are also hard to back up with credibility. These claims can result in your brand losing its credibility.

This is why it’s important to talk about things that you can for sure back up with your content, online course, testimonials, or case studies. This way, you don’t give out false hope to users so they don’t end up being disappointed. Making unbelievable claims also gives out a negative brand impression and discourages users from purchasing your online course or recommending your brand to others.

#4. Make it relatable

It’s also important to make your promotional copy for your online course more relatable. Think about it this way: if you relate to your audience, there’s a better chance more people will step forward to try out your online course.

One of the best ways to make your promotional sales copy more relatable is by including common pain points of your target audience. This makes it much more relatable and offers them a solution to their problems. Similarly, you can also make your online course’s promotional copy more relatable by offering solutions that will help your audience enhance their skills or learn something new.

You essentially want your audience to know how your online course is going to help them solve their problems. If it’s not directly related to their concerns, they won’t be interested and will be more likely to bounce off your website.

#5. Decide on a target audience

#5. Decide on a target audience

Other than focusing on some of the more known “secrets” of writing great sales copy for your online course, you also need to decide who you’re writing the sales copy for. This means you need to consider your target audience or decide who you’re going to sell to as it’s not possible to please everybody. In reality, the people who are interested in your topic or content may not be interested in purchasing your online course.

This is why it’s best to be more selective when it comes to deciding on your target audience. As a result, you’ll be able to create effective marketing campaigns that eventually lead to higher sales for your business.

#6. Highlight benefits before features

Before we talk about why it’s important to highlight benefits before features, it’s important to understand the difference between the two.

Benefits are what your audience will gain when they purchase your online course. On the other hand, features are essentially the “qualities” of your online course or what you’re claiming to offer to your audience. For instance, “Become more organized in your daily life” is a benefit,

while a feature may sound like “Full access to 10+ HD video lessons”.

It’s important to highlight benefits before features as it helps your target audience relate better to why they might want to purchase your online course.

#7. Address common questions

#7. Address common questions

Addressing common questions about your online course is an important part of any successful promotional copy. If you aren’t addressing common concerns, there is a high chance users will be too hesitant to purchase your online course.

For instance, a user might be worried about the total duration of the online course and if it fits their schedule. This is why it’s useful to include additional information to address common queries of people that might want to purchase your online course. For starters, you can mention the total duration as well as the average duration of each lesson so people know whether they can fit it into their schedule or not.

Similarly, you can also mention if users can get a refund if they don’t want to continue or are unable to continue for some reason. In addition to this, it’s also important to mention whether users can start a free trial or a mini-course to test out the content before they fully commit to it.

#8. Offer proof of work/customer testimonials

Another great way to sell more online courses using your promotional copy is by including customer reviews or testimonials in it. This helps other users relate better and helps them trust your brand.

For instance, after customers purchase your online course and go through it, you can ask them for a review that highlights their experience. You can then use the positive reviews to your advantage and showcase various customer testimonial statements as part of your promotional copy.

It also helps users relate better to other users’ problems and understand how your online course can help fix their problems. As a result, your online course offers more value to them, which, in turn, means more sales for your business.

#9. Have a strong call to action

While it’s important to make your promotional copy engaging, it’s also crucial to include a strong call to action (CTA) message that will get site visitors to act on your conversion goal. This is because if you’re not encouraging your target audience to take action quickly, there’s a higher chance they’ll never end up taking any and bounce off your site.

It’s important to include a big, clear CTA button for purchasing your online course. This way, your target audience doesn’t have to think twice about where they need to click in order to take the next step and get started with your online course.

#10. Optimize your landing page

#10. Optimize your landing page

With engaging promotional copy for your online course, you need to make sure your site’s landing page is well optimized for it. Ideally, you want to create a distraction-free layout that only displays the promotional copy and clear CTA buttons.

This prevents site visitors from leaving your landing page before making the purchase or getting distracted by other site elements.


Writing great promotional copy can seem challenging at first.

We’ve shared some of the “secrets” that will help you create an engaging promotional copy for your online course to help you get started with a step in the right direction.

To recap:

You want to focus on creating an engaging headline while making sure your promotional copy doesn’t sound repetitive and unbelievable. After you have a clear idea of your target audience, it’s a great idea to include more benefits of your online course compared to features and address some common questions in your promotional copy. This not only helps make your sales copy more convincing but encourages more people to purchase your online course. In addition to this, you want to include clear CTA buttons and optimize your landing page for displaying your promotional copy for your online course.

Also, be sure to check out our round-up of the 15 Platforms to Create and Sell Online Courses.


Do you know of any other secrets to writing great promotional copy for your online course? Let us know in the comments box below.

10 Tips for Writing High-Converting Sales Copy for Online Courses was last modified: by