The Biggest Mistakes Online Course Creators Make with the Sales Page Hook

Mar 11

If you’re an online course creator, you don’t just need a sales page — you need a sales page that CONVERTS.

Duh. Sounds obvious, right?

But, you’d be surprised by how many well-meaning course creators spend eons on their life-changing offer and course content, only to throw together a basic webpage with a buy button on it.

…or they send people to a checkout page.

I’ll admit that technically, if there’s a buy button on it (or a button to apply or schedule a sales call), it’s a sales page.

And we already had “the talk” about why you need a long form sales page, even though some rare folks are out there rolling in cash without a sales page.

So, I’m going to assume that you get why you need a sales page — a real one — for your digital course, group program, or offer.

Aside from the buy button, you’ll tell them how spectacular your course is and all the doohickeys and thingamabobs they get with said course. What more do you need? That’s it, right?

Because your offer is so good, it will sell itself.

I know that sounds as appealing as George Michael’s hair in his WHAM! Days. But sorry, it’s not that easy.

Yes, your offer matters. In fact, your offer is the biggest factor in whether your launch is epic for good reasons, or epic for bad reasons.

And you already know you need to do your research before you write your sales copy (preferably pre-offer-creation). So, you’re not guessing what people want to buy or how they view their problems.

The thing is, you can have the best offer and still get zero sales — if you fail to package and position it properly, or if you don’t take your would-be buyer on a satisfactory conversion journey.

Your long form sales page for your online course is only ONE part of the journey, but it’s an important one.

Step 1 is getting them to agree to join you for the ride.

The Number One Make It or Break It Section on Your Sales Page: The Hook (AKA Headline)

Your hook determines whether your prospect is likely to a.) jump out of a moving car, or b.) stick around for the rest of the trip.

OK, jumping out of a moving car might be slightly dramatic. They’re going to click away to watch cat videos, or listen to what you have to say.

Why would someone jump off the ride at the very start? Doesn’t seem fair, right? They haven’t even gotten to the good part.

Maybe you should just move all of the copy about your offer and what they get and the price right to the top, so they see it.

Hold your horsepower, friend. That’s not going to help.

Remember, I called this a journey. We’re not going to shove them in the car and ask for their money. And we’re also not going to make them listen to dogs barking Jingle Bells.

If you want them to keep scrolling, do not make these mistakes:

Mistake 1: Bedazzling your sales page

(This isn’t writing-related, but it’s worth mentioning because it can kill your conversions no matter how good your copy is.)

You want to make your sales page look pretty, so you pack it full of 50 gazillion images, glitter, and ya know, fancy effects. I get it. I like pretty stuff too.

But it’s a problem if your page takes 30 whole seconds to load.

Reality: You have 2-3 precious seconds for that sucker to load before they bounce. Maybe a little more if they’re gracious, and they know their internet stinks.

If you have to choose between bedazzling and selling, choose selling.

On the same note, for the love of George Michael, remove your website header and footer from your sales page. They’re there to make a buying decision, not to read your blog, or follow you on Insta. Again, choose selling.

Same goes for your “Join my newsletter. It’s gooooood” pop-up. It does not belong on your sales page. One more time, choose selling.

Mistake 2: Abruptly changing direction

Pretend you got all dressed up and hopped in your Uber to go to the theater for a ballet. Then, with no explanation, your driver drops you off at the local jail and speeds away.

Maybe you're on the most wanted list, eh? 👀 Even so, it’s a no.

That’s an abrupt and unwanted change in direction.

How does this apply to your sales funnel?

Your prospect is scrolling through their social feed, and your ad with an adorable beagle pup catches their eye(s). They read a little more about your offer, which promises to help them housetrain their puppy.

They NEED this offer. They click through to your sales page and the headline is:

TRAIN YOUR CAT TO USE THE TOILET — AND FLUSH — GUARANTEED IN 2 HOURS OR LESS

Well, that’s interesting, but it’s not what the person who needs their puppy to stop pooping on the carpet wants or expects.

You’ve instantly lost their trust.

This is an obvious example of a messaging disconnect. What about when it’s not obvious?

Let’s say you’re running ads to a free masterclass on getting better leads and converting more of them into sales. Part of what you teach is using LinkedIn to get at least 10 leads a day. Your ad copy and graphics are all centered on that promise.

But on your landing page, you lead with “How to Make Sales without Ever Getting on a Sales Call Again.” That LinkedIn promise? It’s a tiny bullet further down the page.

That’s a messaging disconnect, and it’s a huge turnoff.

Mistake 3: Trying to fast forward to the sale

I already mentioned that you’re not going to shove your person into a car and immediately start wheeling and dealing.

What do I mean by that?

Your sales page is going to walk them down a steady path to conversion.

Example of presenting your offer too soon…

Headline: Perfect Your Right Hook, So You Can Knock ‘Em Out Every Time

Very next line: BUY 12 HOURS OF BOXING TRAINING WITH ME NOW FOR $1,997

Whoa. We just met. And even if we didn’t just meet, I’m going to need a minute.

But, shouldn’t you get to the point?

Yep, please get to multiple points.

There are multiple conversion levers on your page — not just your buy buttons.

Does that mean you can’t put a button at the very top of your page?

Not at all. In most cases, I include a buy button at the top of the sales page that takes them to the investment/payment section further down the page.

A portion of your audience are “quick-starts.” They know exactly what they want, and they’re ready to say yes.

And if you’re selling a low-ticket offer (about $100 or less), you better put a buy button with the price on it right at the top.

So, we talked about the top mistakes. What should you do instead?

You need a clear, compelling hook

Here’s a sample from a course sales page I wrote for my wonderful client Darcie of Green Bites Project:

In the example, you see the elements that make up the top section of the sales page and how each piece works to hook the reader in and move the conversion along.

In the callout, they can easily self-identify: “Is this offer for a person like me?”

In the headline, they are hit with a pain point and promise combo: “Hmm. Could this help me get out of a bad place and into a good place?”

In the subhead, their immediate objections are addressed: “Sounds nice, BUT what if this…or what if that?”

They can either click the CTA button to go to the investment section. Or transition to the next section where as promised, Darcie will break it down for them.

And that’s how you hook your would-be buyer into your copy and keep them scrolling to the next section.

Speaking of the next section, I have a lot to say about the pain points in your copy — coming soon.

In the meantime, here’s a handy list for making sure your hook is top-notch…

Sales Page Headline/Hook Checklist

Does your page take 20 years to load? It should only take a few seconds.
Do you have a website menu and newsletter popups distracting them? Get rid of those!
What can they see on mobile? Don’t guess. Test!
Is your hook clear and compelling — even on a small screen?
Is it genuine and not flashy or misleading?
Does the opening of the piece make your audience want to read more?
Do you get to the point quickly enough — but not too quickly?
Does the message on your sales page match the message on their funnel entry point (i.e. Facebook Ad)?

HEY, I'M MELANIE SPARKS.

I'm a conversion copywriter for digital course creators, experts, and service providers who have hit 6 figures or more and want to scale by staying in their zone of genius.

I help you go from Offer to Empire™ by nailing your offer, messaging, and strategy, then layering on the conversion copy.

Want to know how we can work together? Click here.