How to Use Copywriting to Create High-Converting Online Course Landing Pages
Janis | Audience Monetize
•
5 min read
Good copywriting is the difference between an online course that sells and one that doesn’t. It’s about connecting with your audience, showing them why they need your course, and giving them the confidence to invest in it. Writing effective copy means being clear, truthful, and focused on your audience’s needs.
This guide will teach you how to write better copy for your online course or info product. Follow these steps to make your message stronger and more persuasive.
1. Say the Truth
Truthful copy builds trust. If your audience doesn’t believe what you say, they won’t buy from you. Be honest about what your course can deliver, who it’s for, and what your audience should expect. Avoid using exaggerated claims or vague promises.
Why Truth Matters
People are skeptical of bold claims. They’ve seen too many ads that promise overnight success, and they don’t trust them anymore. Your audience is more likely to trust you if you are upfront about what your course can and cannot do.
Truthful copy also sets realistic expectations. When your audience knows exactly what they are getting, they are less likely to feel disappointed later. This helps build a good reputation for your course and your brand.
How to Write Truthful Copy
Focus on real benefits. Say what your course will do in clear and simple terms. Instead of writing, "This course will change your life," explain how it will help, such as, "This course will teach you strategies to increase your sales within three months."
Use facts and examples that you can prove. If you claim your course helped someone double their income, show a testimonial or case study to back it up.
Be clear about who your course is for. Say, "This course is designed for beginners," if that’s the case, so advanced users don’t sign up expecting more than what you offer.
2. Speak to Your Reader’s Problem
Your audience is looking for solutions to specific problems. Your copy should focus on these problems and explain how your course solves them. People don’t buy products; they buy solutions to their challenges.
Why This Works
When your audience sees that you understand their struggles, they feel connected to you. They begin to trust you as someone who can help them. Addressing their problems directly also keeps your message focused, which makes it more powerful.
How to Speak to Their Problem
Start by identifying the main problem your audience faces. If you’re selling a marketing course, the problem might be, "I don’t know how to reach more customers."
Write your copy in a way that shows you understand their pain. Use phrases like, "Struggling to grow your email list?" or, "Tired of wasting hours on ads that don’t work?"
Explain how your course provides the solution. Be clear and specific, such as, "You’ll learn how to write ad copy that doubles your click-through rate."
3. Keep Your Language Clear and Simple
Simple language works best. If your audience has to stop and think about what you’re saying, they will lose interest. Avoid jargon, long sentences, and complicated words. Your goal is to make your message as easy to understand as possible.
Why Simple Language Works
Simple language feels natural. It’s how people talk in everyday life, so it feels more personal and relatable. It also makes your copy faster to read, which keeps your audience engaged.
How to Simplify Your Copy
Write short sentences and paragraphs. Aim for one idea per sentence.
Use familiar words instead of technical terms or fancy language. For example, say "get more customers" instead of "increase customer acquisition."
Avoid filler words and phrases. Get straight to the point.
4. Start with a Strong Headline
Your headline is the first thing your audience will see. It should grab their attention and make them want to keep reading. A good headline promises a clear benefit and shows why your course is worth their time.
How to Write a Strong Headline
Focus on the main result your audience will get. Say, "Learn to Build a Profitable Online Business in 90 Days," instead of, "Introduction to Online Business."
Be specific about the benefit. Numbers and timeframes can make your headline more compelling, such as, "Double Your Sales in 60 Days."
Test different headlines to see which one works best. Write several options and choose the one that feels the most direct and powerful.
5. Add a Clear Call to Action
Your audience needs to know what to do next. A call to action (CTA) tells them exactly where to go or what step to take. Without a clear CTA, your audience might leave without signing up.
Why CTAs Matter
A good CTA removes any confusion. It guides your audience toward taking action, whether that’s signing up for your course, downloading a free resource, or booking a call.
How to Write a CTA
Be direct and specific. Say, "Sign Up Now to Start Learning," instead of, "Learn More."
Place CTAs throughout your copy. Include them at the end of key sections, not just at the bottom of the page.
Create a sense of urgency when possible. Use phrases like, "Limited spots available," or, "Enroll before the deadline."
6. Use Social Proof
Social proof shows your audience that others trust and value your course. This can include testimonials, case studies, or examples of results your course has delivered.
Why Social Proof Works
People trust other people. When they see that others have benefited from your course, they feel more confident in signing up. Social proof also makes your claims more believable.
How to Use Social Proof
Include testimonials from past students. Share their success stories in their own words.
Use data if possible. Say, "Over 500 students have completed this course and increased their revenue by an average of 20%."
Add credibility by showing who supports your course, such as experts in your field or partnerships with trusted organizations.
7. Show the Value
Your audience wants to know that your course is worth the investment. Show them the value by breaking down what they will gain and how it compares to what they are paying.
How to Highlight Value
List the specific skills, tools, or resources your course provides. Say, "You’ll get access to templates, weekly live sessions, and a private community."
Explain why these benefits matter. Connect each feature to a result, like, "These templates save you 10 hours a week on client proposals."
Compare the cost of your course to the value it delivers. For example, "Investing $300 now could save you thousands in wasted ad spend."
8. Test and Refine
Good copywriting takes practice. What works for one audience might not work for another. Testing different versions of your copy helps you find the most effective message.
How to Test Your Copy
A/B test your headlines, CTAs, or email subject lines to see which performs better.
Collect feedback from your audience. Ask them what they found clear or confusing.
Track metrics like conversion rates and click-through rates to measure success.
Conclusion
Improving your copy is one of the best ways to increase sales for your online course or info product. By being honest, speaking to your audience’s problems, and using simple, clear language, you can create copy that builds trust and drives action.
Focus on delivering a clear message that highlights the value of your course. Use strong headlines, social proof, and specific CTAs to guide your audience toward signing up. And remember to test and refine your copy to make it even more effective.
When your copy connects with your audience and shows them why your course is the solution they need, you’ll see better results and build lasting trust with your buyers.
Good copywriting is the difference between an online course that sells and one that doesn’t. It’s about connecting with your audience, showing them why they need your course, and giving them the confidence to invest in it. Writing effective copy means being clear, truthful, and focused on your audience’s needs.
This guide will teach you how to write better copy for your online course or info product. Follow these steps to make your message stronger and more persuasive.
1. Say the Truth
Truthful copy builds trust. If your audience doesn’t believe what you say, they won’t buy from you. Be honest about what your course can deliver, who it’s for, and what your audience should expect. Avoid using exaggerated claims or vague promises.
Why Truth Matters
People are skeptical of bold claims. They’ve seen too many ads that promise overnight success, and they don’t trust them anymore. Your audience is more likely to trust you if you are upfront about what your course can and cannot do.
Truthful copy also sets realistic expectations. When your audience knows exactly what they are getting, they are less likely to feel disappointed later. This helps build a good reputation for your course and your brand.
How to Write Truthful Copy
Focus on real benefits. Say what your course will do in clear and simple terms. Instead of writing, "This course will change your life," explain how it will help, such as, "This course will teach you strategies to increase your sales within three months."
Use facts and examples that you can prove. If you claim your course helped someone double their income, show a testimonial or case study to back it up.
Be clear about who your course is for. Say, "This course is designed for beginners," if that’s the case, so advanced users don’t sign up expecting more than what you offer.
2. Speak to Your Reader’s Problem
Your audience is looking for solutions to specific problems. Your copy should focus on these problems and explain how your course solves them. People don’t buy products; they buy solutions to their challenges.
Why This Works
When your audience sees that you understand their struggles, they feel connected to you. They begin to trust you as someone who can help them. Addressing their problems directly also keeps your message focused, which makes it more powerful.
How to Speak to Their Problem
Start by identifying the main problem your audience faces. If you’re selling a marketing course, the problem might be, "I don’t know how to reach more customers."
Write your copy in a way that shows you understand their pain. Use phrases like, "Struggling to grow your email list?" or, "Tired of wasting hours on ads that don’t work?"
Explain how your course provides the solution. Be clear and specific, such as, "You’ll learn how to write ad copy that doubles your click-through rate."
3. Keep Your Language Clear and Simple
Simple language works best. If your audience has to stop and think about what you’re saying, they will lose interest. Avoid jargon, long sentences, and complicated words. Your goal is to make your message as easy to understand as possible.
Why Simple Language Works
Simple language feels natural. It’s how people talk in everyday life, so it feels more personal and relatable. It also makes your copy faster to read, which keeps your audience engaged.
How to Simplify Your Copy
Write short sentences and paragraphs. Aim for one idea per sentence.
Use familiar words instead of technical terms or fancy language. For example, say "get more customers" instead of "increase customer acquisition."
Avoid filler words and phrases. Get straight to the point.
4. Start with a Strong Headline
Your headline is the first thing your audience will see. It should grab their attention and make them want to keep reading. A good headline promises a clear benefit and shows why your course is worth their time.
How to Write a Strong Headline
Focus on the main result your audience will get. Say, "Learn to Build a Profitable Online Business in 90 Days," instead of, "Introduction to Online Business."
Be specific about the benefit. Numbers and timeframes can make your headline more compelling, such as, "Double Your Sales in 60 Days."
Test different headlines to see which one works best. Write several options and choose the one that feels the most direct and powerful.
5. Add a Clear Call to Action
Your audience needs to know what to do next. A call to action (CTA) tells them exactly where to go or what step to take. Without a clear CTA, your audience might leave without signing up.
Why CTAs Matter
A good CTA removes any confusion. It guides your audience toward taking action, whether that’s signing up for your course, downloading a free resource, or booking a call.
How to Write a CTA
Be direct and specific. Say, "Sign Up Now to Start Learning," instead of, "Learn More."
Place CTAs throughout your copy. Include them at the end of key sections, not just at the bottom of the page.
Create a sense of urgency when possible. Use phrases like, "Limited spots available," or, "Enroll before the deadline."
6. Use Social Proof
Social proof shows your audience that others trust and value your course. This can include testimonials, case studies, or examples of results your course has delivered.
Why Social Proof Works
People trust other people. When they see that others have benefited from your course, they feel more confident in signing up. Social proof also makes your claims more believable.
How to Use Social Proof
Include testimonials from past students. Share their success stories in their own words.
Use data if possible. Say, "Over 500 students have completed this course and increased their revenue by an average of 20%."
Add credibility by showing who supports your course, such as experts in your field or partnerships with trusted organizations.
7. Show the Value
Your audience wants to know that your course is worth the investment. Show them the value by breaking down what they will gain and how it compares to what they are paying.
How to Highlight Value
List the specific skills, tools, or resources your course provides. Say, "You’ll get access to templates, weekly live sessions, and a private community."
Explain why these benefits matter. Connect each feature to a result, like, "These templates save you 10 hours a week on client proposals."
Compare the cost of your course to the value it delivers. For example, "Investing $300 now could save you thousands in wasted ad spend."
8. Test and Refine
Good copywriting takes practice. What works for one audience might not work for another. Testing different versions of your copy helps you find the most effective message.
How to Test Your Copy
A/B test your headlines, CTAs, or email subject lines to see which performs better.
Collect feedback from your audience. Ask them what they found clear or confusing.
Track metrics like conversion rates and click-through rates to measure success.
Conclusion
Improving your copy is one of the best ways to increase sales for your online course or info product. By being honest, speaking to your audience’s problems, and using simple, clear language, you can create copy that builds trust and drives action.
Focus on delivering a clear message that highlights the value of your course. Use strong headlines, social proof, and specific CTAs to guide your audience toward signing up. And remember to test and refine your copy to make it even more effective.
When your copy connects with your audience and shows them why your course is the solution they need, you’ll see better results and build lasting trust with your buyers.