The Ultimate Guide to Writing a Language Course Sales Page

You’ve done it. 

You’ve finally created your own language course. You’re beyond excited to launch it into the world, make 1:1 teaching a thing of the past and watch more students thrive. 

All that’s left to do? Write your sales page — the page that’ll make or break your success.  

But hold on… 

Where should you start? What should you write? How should you structure it? What even makes a good sales page?

If you’ve ever asked yourself any of these questions, teacher, then good news. In this post, we’re exploring everything your sales page needs to include to turn your hard work into cold hard cash.

Get comfy — it’s a long’un.

First, what is a language course sales page?

A sales page is the webpage that sells your language course. It’s a long (usually really long) piece of content that details every last thing a potential student may want to know about your course before they buy it. That includes the dates, the process, the outcome, the modules, and of course the price.

Sales pages are an essential part of a successful language course launch. Done well, they are what convert browsers into buyers without you having to do a thing. Except write it, of course. But don’t worry, I’m about to explain exactly how to do that.

What’s special about sales pages?

Sales copywriting is a special type of writing that’s designed to (ethically) persuade readers to take a specific action. In your case, that would be to sign up to your language course.

But here’s the catch: writing a sales page is about much more than writing. It also requires an understanding of consumer psychology and in-depth knowledge of your ideal students and the problem they’re facing. Confused? Don’t be. Keep reading, and everything will become clear.

How do you structure a language course sales page?

If you’ve wound up here in a frantic search for inspo on how to start the damn thing, you’ve probably realised that writing a sales page without a structure is a shortcut to stress.

A ton goes into writing a language course sales page that converts, and without knowing what to include and where to include it, you’re wasting time and money. 

The good news is that there is a basic formula to follow, and yes, I’m about to share it with you. 

Here’s everything your language course sales page needs to include: 

  1. Engaging headline & description
  2. “Indoctrination” 
  3. Prescription 
  4. Your bio 
  5. Course details
  6. Pricing
  7. How it works
  8. Call to action
  9. Social proof 
  10. Objections

Quick disclaimer: you don’t have to follow this EXACTLY, especially when it comes to social proof and objections. But for the sake of this post, we’ll look at each element in this order. Now, let’s get started.

1. Your sales page headline

Never, I repeat, never half-ass your headline five minutes before your page is due to go live. 

The headline is hands down the most important part of your sales page. If it doesn’t catch the attention of your ideal students from the moment they land on the page, you won’t have the chance to woo them with the rest of your words. 

So, what makes a good sales page headline? Clear, concise copy that highlights:

  • The core benefit of your offer (e.g. Learn Dutch from your sofa)
  • The desire it helps your audience fulfil (e.g. Speak Spanish without feeling self-conscious)
  • Or the struggle it helps them avoid (e.g No more stumbling over your words)

In other words, not the name of your course. 

I know you’re proud of it. I know it would be easier. But the fact is your course name means nothing to your audience at this point, and you want your headline to connect with them, not confuse them. 

2. The high-level description 

Okay, so, you’ve captured interest with a killer headline. Now you need to expand on your message with a one-sentence description of what your offer promises, including: 

  • Who it’s for 
  • What it helps them achieve
  • How long it lasts/takes

And it should do all this in less than 20 words. (I never said it was easy. :))

Follow this with a call to action — the same one you’ll use throughout the page — to fast-track ready-to-strike students to the checkout. 

3. Indoctrination 

First things first, I did not come up with this term. But I’m yet to find a less culty alternative, so, let’s roll with it for now. 

The indoctrination section usually comes immediately after the headline, description and CTA. 

This is where you identify the problem your audience is facing and show that you understand them by describing, in detail, their current reality. 

You don’t have to be mean, unethical or undermine your values to do this. Instead, try putting a positive spin on it so they relate but don’t feel attacked.

4. Prescription

If your sales page isn’t flowing, I’m guessing it’s because you’ve missed this small but mighty section. 

Way too many language course sales pages skip straight from the ‘hey, I see you, I know what you’re struggling with’ section to ‘hey, buy my stuff’

And that, teacher friend, is like clicking with someone on a first date and asking to take them home that same night — rushed, lazy and a total turn-off. 

The prescription section saves you from sending sleazeball vibes by bridging the gap between the indoctrination and your offer and showing your ideal students there’s a solution to their problem before you present your approach. 

And by getting them to believe it’s possible to overcome their challenge, you build suspense and strengthen the case for your offer. 

Pretty cool, right?

5. Your bio

Getting your audience to buy into a solution is one thing, but getting them to buy into you as a teacher is another. 

No matter how persuasive your sales page is, if a student doesn’t vibe with you, it’s unlikely they’ll enrol. 

That’s where your bio comes in. This section often follows the prescription, as it flows nicely from showing that there’s a solution to explaining how you found it and why you help others find it too. 

Your bio should build trust and relatability with your readers by summarising your story, mission and purpose in a way that shows your personality.  

It should NOT be a list of your qualifications or educational history. Connection doesn’t come from sharing your credentials; it comes from sharing your story. Choose the most significant proof of your expertise and weave it into your bio, sneaky style.  

6. Course details

Finally, you’ve laid the groundwork, and it’s time to introduce your offer. 

You want to start this section with a heading — this time it can be your offer name — and a brief sentence that highlights its unique selling proposition. 

Then, you want to include allll this good stuff: 

  • The benefits of your offer
  • The details of the course (time, dates, location, etc.) 
  • The number of modules or hours 
  • The focus of each module*
  • The coursework/workload

Basically, you want to explain every last detail. The more information you give, the more objections you overcome, and the more likely it is fence-sitters will become students. 

*Note that you don’t have to list a step-by-step rundown of each module — an overall learning objective is enough. This way, you can maintain the flexibility to adapt your course content or teaching approach as you go. 

7. Pricing

Once you’ve laid out the details of your offer, it’s time to present the price. 

You want to do this clearly. Price is usually the biggest objection, so being transparent about the total investment, payment plans, and inclusions is super important. 

But before you state the price of your language course, you should: 

  • Reinforce the value your audience is getting by listing what’s included
  • Present the total value of the course, calculated per individual item, before revealing the unbelievable deal they’re getting 
  • List any additional benefits or bonuses they’ll receive when they enrol

If you’re using scarcity or urgency to seal the deal, make sure it’s a) real and b) accompanied with an explanation. 

Revealing the logic behind your decision to limit the number of places or offer a discount is a powerful way to convince people to commit. 

8. How it works

Whether your course is live or recorded, you should tell your readers exactly what to expect after they hit the buy button. 

Do they need to apply for a place? Do they have to take a level test? Can they sign up right away? When can they start? How will they receive the course documents?

Make a list of allll the possible questions someone might have about the process before they commit and answer them here. 

9. Call to action 

It goes without saying that you should include CTAs throughout the page. My suggestion? Add them after you intro your course, the price, how it works and again at the end of the page.

Oh, and make sure to only include one — whether it’s to apply, enrol or book a call.

10. Social proof 

Yes, this is ninth on the list, but no, I’m not saying you should leave social proof until the last minute. 

Testimonials from previous students are unbelievably powerful in increasing trust in you and your offer. Scatter them throughout your sales page to continuously remind the reader of what they can achieve if they purchase it too. 

Generally speaking, the longer the page, the more testimonials you should include. Position them: 

  • After you’ve presented your offer 
  • After the pricing section 
  • After the final call to action 

Pro tip: include relevant testimonials at relevant parts of your page. E.g. if you have a review about what brilliant value the course was, include it under the pricing section. 

11. Objections

Finalllyyy. This is another element you should scatter throughout the page. 

Readers will be searching for reasons not to buy, so start tackling potential objections throughout your copy from the moment you introduce your course. 

For example, if you know your ideal students are worried they won’t have time to complete the course, explain how you’ve purposely designed it to fit around a busy schedule.

Don’t worry if you can’t answer all objections in your copy. You should also include an FAQs section where you can tackle any remaining questions and recap some of the most important details. 

And that, teacher friend, is how you can write a killer sales page for your language course. 

It IS one of the trickiest pieces of copy to write, and it’s a skill that takes time to develop. Follow this structure to make sure you include the most important elements, and you should start to see results.

Want a hand with your sales pages? Here’s how I can help:

  1. If you’ve already written your sales page and want feedback before you hit publish, book a power hour with me and let’s optimise it together.
  2. Grab the Level Up Launch Templates for level-friendly copywriting prompts you can use to write a sales page that connects with and converts your ideal students (no matter their level).
  3. Rather not even try? I hear ya. Drop me a message to enquire about writing your sales page for you. 

July 25, 2023

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