Your course sales page has one job: help the right people say yes and the wrong people say "not for me" — without manipulation or sleaze. Here's a proven 14-section template that does exactly that.
The Love Letter Framework
Forget everything you've seen from internet marketing gurus. You don't need 10,000-word sales letters, fake countdown timers, or "only 3 spots left" urgency. What you need is a page that clearly communicates: I understand your problem, I've built something that solves it, and here's what you can expect.
The following 14-section template works for courses at any price point. On mobile (where 60%+ of your visitors will read it), each section should be scannable in under 30 seconds.
Section 1: The Headline
Your headline should state the transformation your course delivers. Lead with the outcome, not the process. Compare:
- Weak: "Learn watercolor painting techniques"
- Strong: "Paint confident watercolors in 30 days — even if you've never picked up a brush"
The strong version names the transformation (confident watercolors), includes a timeline (30 days), and addresses the objection (even beginners).
Section 2: The Vision Statement
Start with "Imagine..." or "I want to live in a world where..." Paint the picture of how things could be for your student. This isn't about your course yet — it's about their aspirations.
Template: "I want to live in a world where [your students] can [desired outcome] without [the frustration they currently face]."
Section 3: The Problem
Demonstrate that you understand their struggle. Use their language — pull exact phrases from student interviews, audience research, or pilot course feedback.
Template: "I hear from [type of person] who feel [specific frustration]. They've tried [what hasn't worked] but still struggle with [specific obstacle]."
Section 4: The Transformation Promise
Connect the reader to the vision. What will be different for them specifically?
Template: "I want you to [specific achievable outcome]. Not someday — within [timeframe] of starting this course."
Section 5: The Solution
Introduce your course as the bridge from their current situation to the outcome you promised. Keep this brief — one or two sentences. The details come in the next sections.
Template: "I've created [course name], a [format] course that takes you from [starting point] to [end result] through [method/approach]."
Section 6: What You'll Learn
List 5–8 specific, outcome-focused learning objectives. Each should start with a verb and describe what the student will be able to do, not just know.
- "Mix custom colors confidently using a limited palette" (not "Learn about color theory")
- "Write a complete first chapter in one weekend" (not "Understand writing techniques")
Section 7: How It Works
Explain your teaching format: video lessons, live sessions, workbooks, community access, coaching calls. Address past disappointments — if your students have bought courses that were just "watch and forget," explain how yours is different.
Section 8: The Curriculum
List your modules and key topics. For each module, include one sentence connecting it to a specific outcome. Don't just list lesson titles — show the progression from start to finish.
Section 9: Social Proof
Place testimonials strategically throughout your page, not just in one block. The most effective testimonials mention specific results: "I went from [before] to [after] in [timeframe]."
If you've run a pilot course, ask participants for feedback specifically framed as before/after transformations.
Section 10: Who This Is For (and Who It's Not For)
This section builds trust by being honest about fit. List 3–4 characteristics of your ideal student, then 2–3 reasons someone should not enroll. This filtering actually increases conversions — people who see themselves in the "for" list feel more confident buying.
Section 11: About You
Keep your bio brief and relevant. Focus on why you're credible for this specific topic, not your entire life story. Include a professional photo — pages with instructor photos convert 30%+ better than those without.
Section 12: FAQ
Address the top 5–7 objections disguised as questions. Common ones:
- "What if I don't have time?" — State the weekly time commitment
- "What if I'm a complete beginner?" — Clarify prerequisite level
- "What if it's not right for me?" — State your refund policy
- "How long do I have access?" — Clarify access duration
- "Is there support if I get stuck?" — Describe your support model
Section 13: The Call to Action
Be direct. "Enroll now" or "Join the course" works better than clever button text. Include the price, what's included, and any bonuses. If you offer a payment plan, show both options.
Section 14: The Sign-Off
End with a personal note. Remind them of the transformation, acknowledge their hesitation, and express genuine excitement about working with them. Sign it with your name.
Mobile-First Design Tips
More than 60% of visitors will view your sales page on their phone. Design for mobile first:
- Short paragraphs — 2–3 sentences maximum
- Scannable headings — Someone scrolling should get the key message from headings alone
- Tap-friendly buttons — At least 44px tall, full-width on mobile
- Multiple CTAs — Place a buy button after sections 6, 9, and 13 at minimum
- Fast load time — Compress images, avoid autoplay video above the fold
Fill-In-the-Blank Quick Start
Here's the fastest way to get a working first draft of your sales page:
- Headline: "[Achieve outcome] in [timeframe] — even if [objection]"
- Vision: "I want to live in a world where [your students] can [outcome] without [frustration]"
- Problem: "I hear from [people] who feel [frustration]. They've tried [what hasn't worked]."
- Promise: "I want you to [specific outcome] within [timeframe]."
- Solution: "I've created [course name] to take you from [start] to [finish]."
- CTA: "Right now, I want you to [specific action]."
Write these six sentences first. Everything else on the page supports and expands on them.
Once your sales page is ready, pair it with a webinar launch or an email launch sequence to drive traffic. And if you haven't validated your idea yet, start with a pilot course first.