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Course Landing Page
How students decide which course to enroll in
Whether students find your course through organic search, Udemy promotions, or through your own marketing efforts, they’ll eventually land on your Course Landing Page (CLP). This is where students decide whether your course is worth enrolling in or not. Your and Udemy’s marketing efforts can get the students on the page, but now you need to convince them your course is worth enrolling! Let’s work together to make sure your CLP has the highest conversion rate possible.
What students are looking at
When students look at your CLP, they decide to enroll or not based on these three things:
- The content and copy of the CLP
- The course price and discount
- The number of students enrolled and the reviews (social proof)
We’ll teach you what students are looking for in each of these three areas and how you can make your course shine on the first impression.
Course Landing Page (CLP)
When you work on your CLP, it’s not just about writing text. You need to get into the mindset of your audience and make sure that when they land on your page, it speaks to them. Ask yourself, does what they see speak to what they want to learn or skills they want to build? Talk to potential students, identify what they’re trying to achieve and make sure you’re answering the question: why should I buy this course?
Let’s have a look at the student view of your CLP. This is a heat map of elements students look at when deciding about enrolling in your course. The red part is where students look at most of the time, followed by yellow and green.
In this resource we will cover the most important elements students look at when deciding to enroll in your course:
- ✒️ Course Title
- 🏁 Course Goals (quick recap)
- 📺 Preview lectures
- 📃 Course Description
- 😎 Course Bio (highlight what to cover)
- 🌁 Course Image
Students scan CLPs quickly. Maximize your success, look at what students focus on the most.
We’re here to help with best practices that increase conversion.
✍ Good copywriting:
To optimize for Search, as well as attract Students, you’ll need to have top-notch copy on your CLP.
You might be thinking that these are two different things, and that in order to optimize for search you need to include as many keywords on your topic as possible. THIS IS NOT THE CASE ANYMORE. Google uses real human auditors to create the criteria for their search rankings. Having natural sounding, non-spammy copy is necessary to make it to their list. So to optimize for Search and Students you actually need to follow the same best practices.
Copywriting best practices:
- Good copywriting begins by thinking about your target students. You want to address your students and catch their attention. Use their language and ensure they can recognize themselves and their needs in it
- Ex. Is your course for beginners? Make sure you use some topic terms to demonstrate credibility and show them what they’ll learn, but avoid using too many advanced terms that might intimidate.
- DO NOT use spammy or salesy language, e.g. adding keywords unnecessarily, using all CAPS, exclamation points (!!!) or cheap language that hurts your reputation and Udemy’s. If a student has a bad learning experience because of a bad fit with the course, it can result in bad reviews and low engagement with your course.
- Reduce the number of vague and generic words, including filler words like “easy” and “fast,” and common expressions that mean very little, like, “get the job done,” and “know the real deal.”
- Your copy should be natural, informative and action-oriented and set the right expectations for the course. Course topic keywords and associated keywords should be present but naturally woven together. Use different active verbs to make it more interesting to read.
- Double-check for misspellings. Triple-check. And ask a friend. Avoid spelling or grammar errors, varied sentence structure and length, and jargon and acronym overuse. When speaking the content aloud, it should sound authentic, trustworthy, and knowledgeable without being too jargony.
- And again, do not write FOR search engines. Write FOR humans and you’ll have a better chance of ranking in Google.
Keep these copywriting best practices in mind as you complete your CLP. Now, let’s look at each element on the CLP in the order of importance based on our research.
Our heat map above shows that your title is one of the strongest factors that determine if students enroll in your course. In addition to all of the best practices about copywriting, follow these guidelines:
- Use a title with 55 characters or less so it appears in full in search engine results.
- Use our worksheet to gain ideas for your course title.
- If your subtitle is good, it will become the content that search engines will use when displaying your course in the search results. Make sure your subtitle:
- Is under 160 characters.
- Is a complete, well-written sentence, ending in a period. This is a good place to list 3-4 most important areas covered within the course a good place to include 1 or 2 related keywords (but not more, to avoid key-wording and unnatural language).
- Make sure the title and subtitle is in line with Udemy Policies Requirements.
This course title is really unspecific and grammatically unattractive. It’s also using all caps, making the title come across as salesy and spammy. It doesn’t communicate what the student will get out of the course nor give the student confidence that it’s the right course for them.
This course title is trying to keyword the terms “sales” and “sell”, making the title and subtitle sound desperate and unspecific. Not only will it not be picked up by search algorithms, but there is no hook that tells students what this course will cover and why it’ll be the right course for them.
This course title has the right keywords to catch student’s attention, but uses them in cohesive sentences. It also gives a good insight into what the course covers and what students will get out of it. It also let’s students know that the course is good for beginners.
Use this worksheet to come up with a good course title for your course.
Worksheet: Optimize your title for search and your students
When creating your course, the first thing you did (or should have done!) is create your course goals. But the goals aren’t just a guiding light during your course creation, they also help students determine whether or not your course is right for them. This is why they show up front and center in the “What Will I Learn?” section on the CLP.
If you’ve already completed your course goals tab in the instructor dashboard, great! Now, take a few moments to review them to make sure you’re following our best practices when they’re outward facing for your students.
- Write 3-5 goals at the most
- List the skills students will learn by the end of your course
- Use active verbs like “build” or “create” rather than boring verbs like “understand”, “learn” or “know”
- Make sure the goals are realistic and measurable, and don’t over-promise
- Address students directly by using “you” language
- Include topic words that students are looking for
The goals you come up with should fit into this formula:
At the end of the course, you will be able to…
[Strong verb] + [Applied/Observable Skill]
EXAMPLES OF GOOD COURSE GOALS:
For step-by-step guidance on how to write good course goals check out this Udemy course!
Having your lectures previewed lets potential students sample your course content and teaching style.
What do I need to know?
- You’ll need to select enough lectures to allow at least 10 minutes of video content for free pre-viewing.
- If you don’t select any specific videos, the first video lectures will default to be the ~10 minutes free preview.
How do I select my previewable lectures?
On the curriculum page, you can turn on Free Preview for any video lectures. Not sure how? Learn more here.
What lectures should I make previewable? / Best Practices
Since previewable content is an important factor in a student’s decision to enroll or not, make sure you:
- Give students insight into what to expect. Represent your course well, if you use a mix of lecture formats, show a mix of formats. Maybe show an intro, an instructional lecture, and an activity.
- Choose lectures that spark student’s interest to learn more on the topic
You can also create a separate promo video, if you’d like, otherwise your course intro video will take the spot of the promo video. Some instructors use their promo video on other channels (e.g. YouTube) to drive traffic to their Udemy course.
Template: Promo video recipe
Like other pieces on the CLP, the course description can be a “make it or break” factor when students are determining whether or not to enroll.
Follow these guidelines to create a good course description that’ll drive traffic to your CLP and get students to convert:
- Write at least 1000 words and ideally between 1200 – 1700 words.
- Think about your target student and the questions they might be asking before they enroll. How does this course help their professional and personal lives? What problem, need, or desire is your course addressing?
- Address your students directly. Be conversational, stay friendly and approachable, and use “you” language.
- Organize your content. Students will gloss over a huge block of text. Include a bulleted list of benefits or features, or break text into short sections. Bold and CAPITALIZE with care.
- Include student testimonials. This can help build trust in your course. Only use real student feedback, don’t use fake testimonials.
- Make sure to follow our rules and guidelines. Please note, we don’t allow coupon codes, discounts or links to external pages or other Udemy courses anywhere on the CLP.
Activity/Template: Write an attractive course description
Where to edit your course description on Udemy
Click here to learn where to edit your course description.
The instructor bio isn’t the first thing that pops into the student’s eye when they look at your CLP, but it becomes more important when they compare your course against another, and when they want to learn more about whether or not you’re a credible instructor to teach the subject.
Make sure your instructor bio reflects the following:
- Credibility. Students need to know they can trust you. This doesn’t mean you need to tell them about every qualification on your resume, but highlight what makes you an expert in the materials you teach.
- Empathy. Demonstrate you understand your students, you remember what it was like to struggle with the concepts you’re now teaching, and that you know how to help them learn effectively.
- Passion. Being passionate about a subject can be addictive. Students don’t want to learn from a boring instructor. Show your passion.
- Personality. Don’t hesitate to share things about your personal life, maybe some fun facts, interests you have, your life mission, or why you decided to become a Udemy instructor.
Once you’ve written your instructor bio, review this list and make sure you’re coming across as credible, empathetic and passionate and let a bit of your personality shine through.
Your instructor profile is also the place where you can link to other channels like your Facebook, Linkedin, YouTube, Twitter, and G+. Tying these profiles together is your first step towards building or growing your audience.
How to edit your instructor bio on Udemy?
Click here to learn where to find your instructor bio.
The course image should be an eye-catching, informative image that captures the student’s attention. It’s important the image you use is relevant to your course and/or brand. Make sure it’s attractive and not pixelated.
We can create an image for you!
Our team of designers here at Udemy can help create a custom course image just for you. In fact, Udemy images convert ~10% better. To have our designers help you out, fill out this request form.
Create your own image
If you want to let your style and personality shine through in your course image, you can also create your own. Just make sure it complies with our quality guidelines for course images. Additionally, be aware that using images or logos from a third party without permission might violate copyrights and you are responsible for any infringements.
There are different styles of images you can consider, e.g. photographic, illustrated, or a combination if the two.
- These are all images that could be considered for a self-confidence course
- These images could be used for a WordPress course
**make sure you have permission to use images & logos
Find an image that tells the right story for your course. Think about these questions to get inspiration for what to aim for:
- What objects or scene do I have in my head when I think about my course topic?
- What skills am I teaching in this course and how can I visualize them?
- What mood do I want the image to express? (e.g. this course is fun, professional, friendly, trustworthy, inspiring, hip)
If you have a logo or personal brand style guide, you can use this in the course image, as long as it is very small, limited text, and follows the quality guidelines.
If you don’t know where to upload your course image, click here.
Visit your instructor dashboard to complete your course landing page.
|Complete My Course Landing Page|