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Captivate Your Audience with Your Course’s Landing Page

Picture this: you’re searching the internet and you find yourself on a website. At a quick glance, you are making judgements on the landing page’s visual aspect as well as the information presented to you. After you scroll to the end of the page, you might continue exploring the site – or, you decide to leave the webpage and look for something else. 

In 2023, the average person conducts between 3 to 4 searches per day, which accumulates to 8.5 billion searches daily on Google. As an online course creator, the presentation of your online course’s landing page is equally important to the content of your expertise. You have put time and effort into generating a course that would bring your students incredible value, but if the landing page for the course cannot effectively relay the information to the visitor, they won’t be compelled to invest in purchasing your course. So what are the factors that make or break a visitor’s interest? How can you present your information in a way that will grab their attention and generate their interest?

Read on, dear creator, and we will explore the factors that distinguish an effective landing page that will keep your visitor from hitting the back button. 

Elements of an Effective Landing Page

  1. Visual branding of your course’s landing page
  2. Catchy headlines and subheadlines
  3. Relatable images and short informative videos
  4. Several clear calls to action (CTAs)
  5. Client testimonials
  6. Valuable content
  7. Compelling argument

These seven elements are required in order to have a successful landing page for your online course and any lead magnets you create. Your online presence across all platforms should have a recognizable brand. All of these elements should work in harmony to accurately, clearly, and concisely showcase everything you have to offer your target audience.

Together, we will explore the importance of each of these elements and how they work, what subelements you can use to elevate each one, and the effect it has on your course landing page visitors. Ultimately, you want to capture the visitor’s attention, generate their interest, and resonate with their needs in order to convince them of the value of your course for them to become a paying customer.

Element 1: Visual Branding of Your Course’s Landing Page

Having a well thought out brand for your online presence is key to being recognized. Your brand is your visual identity – the color scheme, fonts, and design characteristics should be consistent across any platforms you are using to promote your online course. The overall look should also be consistent with the topic that you are teaching, be visually appealing, and memorable. 

Subconsciously, certain colors evoke different emotions and associations. Warm tones, such as red, orange, and yellow, are vibrant and exciting – if you had an online cooking course, you could implement reds and yellow hues, and we already have an association of red and yellow to food, such as McDonald’s, which is one of the most effective and recognizable fast food chain around the globe. Cool tones, such as blues, greens, and purples, evoke a sense of calm. If you had a guided yoga meditation online course, you could use a combination of purples with complementary colors in your branding image.

Element 2: Catchy Headings and Subheadings

A strong writing element within your content and landing page is necessary to build trust with the audience when they visit your website. This includes catchy, attention-grabbing headings and subheading. Let’s continue with the above examples of the cooking online course and yoga/meditation course to see what that would look like. 

  1. Heading: Fall in Love with Cooking
    1. Subheading: Simple and Nutritious Recipes to Keep You Healthy
  1. Heading: Calm Your Body and Your Mind
    1. Subheading: Transform Your Life with Daily Guided Meditations 

Element 3: Relatable Images and Short Informative Videos

In addition to capturing your audience’s attention with captivating writing, you want to coordinate your images and videos to the message you are relaying. This dual impact targets both the word analysis portion of the brain and the visual. Your course landing page should clearly show the benefits of what your online course can provide to your audience.

In the cooking landing page, include photos of some recipes that will intrigue the visitor, and you can also include a quick video reel that shows the easy cooking process for the dish in the photo.

For the yoga meditation, the photo should show a calm woman sitting cross legged with a smile on her face, and a video with a short mind-body meditation to showcase content in the online course.

Element 4: Several Clear Calls to Action (CTA)

When establishing the initial contact of a relationship with the landing page visitor, your call to actions should be clear and concise. You can have varying degrees of commitment: “subscribe to our weekly newsletter”, “download our free eBook pdf”, “take this short quiz/assessment”, “follow our instagram/youtube channel”, and “join our course”. Spread your CTAs throughout the page. 

Include a wide variety of free lead magnets that require adding an email address. By obtaining email addresses full of potential customers, follow up with them with more valuable content and promote your online course. In your sales funnel, establish specific email campaigns dedicated to nurturing the relationship with your audience.

Element 5: Valuable Content

Start from the basics, then move forward from there. The point of the content is to answer the underlying question that your target audience has, “what can this course teach me?” When you are creating content for your audience, you always want it to circle back to answer that question for viewers. You can increase engagement across social media platforms by adding a call to action such as “hit the follow button for more content”, and “comment below on what you’d like to see next!” 

Similar to client testimonials, it will give you guidance on what your target audience is interested in learning. When you become an expert in the topic you’re teaching, one of the things easy to forget is answering the easy questions. When you crowdsource for feedback and engagement, it will improve your relatability with your audience and increase interest in your online course down the line. 

Element 6: Client Testimonials

Client testimonials are highly effective for you and future students. If you have already had students take your course, their feedback is crucial for continual improvement. It is also social proof that confirms you as an expert and a leader in your niche, and another way to promote the validity and value of your online course. Written testimonials are good, video testimonials are better! 

If this is your first online course, you can add them later. Include a survey in the online course upon completion to get valuable insights on how the course impacted your students. 

Element 7: Compelling Argument

Everything that you put on your landing page should lead to the argument that your online course is beneficial to your audience. The catchy headlines, images, videos, testimonials, the email campaigns, newsletters and blogs, and lead magnets, are all meant to present the package that previews the value of your online course. They should all work together to answer, “what can this course teach me?” And this is where you have the CTA “join our online course” or “join the community” to welcome interested visitors to the journey you have created for them!

Final Thoughts

In this article we explored the seven elements of a successful online course landing page, and tips that will help you better resonate with your audience. We hope this guideline gives you a better understanding of how to captivate your audience from all of these angles. If you find that you need more assistance, you can schedule a free call with the team at CourseCamp. We will analyze your online course and marketing strategy, and determine a sales funnel that will best work for you and your budget. We can help design or redesign your existing website and landing pages, revamp your online branding, and aid in developing lead magnets and other strategies to increase your conversion rates. Our expertise in modern marketing improves website traffic, obtains higher value leads, and increases conversion rates.

Whatever your needs are, we’re here to get the marketing done for you, so you can focus on teaching your students

Are you ready to market your online course? Let us take care of that for you, your students are waiting!