If you’re wondering why your online course sales are just not rolling in the way you expected, even though your content is great, testimonials are solid and you’ve got a well crafted sales page, you’re not alone.
Many course creators assume that a strong curriculum and a polished sales page are the only tools needed to sell a course. But what actually drives enrolments isn’t just your course or programme, it’s the path buyers take to get to the product.
In this post, we’ll explore why your online course sales page might not be converting, and the key content (and copy) you’re probably missing that could turn more browsers into buyers.
A Great Sales Page Isn’t Always Enough
A good sales page is important. But if your online course or programme isn’t selling, it’s probably not because of a missing CTA button or a weak headline. It’s because:
- Your audience doesn’t feel ready to buy
- Their objections haven’t been answered yet
- They need more time or trust before making a buying decision
This is where supplementary content comes in.
What is Supplementary Content (and Why Does It Work)?
Supplementary content refers to all the trust building, clarity giving, question answering material that supports your sales page (not the icky sales calls or the high pressure online chat), before or after your audience sees it. Think of it as your content ecosystem, not just a single page.
Common examples include:
- Pre launch or evergreen email sequences
- In depth articles or guides that explain the topic, your method, the frameworks and systems
- Is this right for me content that helps people self select
- Course companion content that builds student confidence
When someone says ‘I need to think about it’, what they really need is more clarity. These types of content give them that clarity. Often, this phrase is used when there’s a nagging doubt, an uncertainty that’s standing in their way.
Why Your Course Isn’t Selling: The Real Reasons
If your online course sales have flatlined, here are three common, yet fixable reasons why this happens:
You’re only talking to people who are already sold
Most sales pages speak to buyers who already trust you. I know when I land on a sales page, it doesn’t need to sell, because I’m already sold. The trust has been earned, the credibility built. I’m confident in the offer, the coach or teacher and I’m ready to buy. But what about the people who just found you? If your content doesn’t talk to them and meet them where they are, they’ll hesitate, or bounce.
You’re not addressing objections
People often wonder:
Will this work for me?
How is this different from X?
What if I don’t finish it.
I’ve tried similar courses and programmes before, but they didn’t work.
Without content that tackles these doubts (like a comparison article or FAQ) they will never move forward.
You’re assuming awareness = readiness
Just because someone’s on your list or visited your page doesn’t mean they’re ready to buy. They’ve signalled interest which is great, but you’ve got a long way to go before they click buy. You need content that nurtures, educates and gently leads them toward a confident decision. If you don’t, you’ll end up with buyers remorse and more often than not, a flood of refund requests.
3 Pieces of Content that Boost Enrolment
The funnel (or the flywheel as it’s now called) doesn’t have to be rewritten. Small improvements here and there can subtly move someone who’s interested further along in their journey.
Pre-Enrolment Email Sequence
Before the cart opens, send a series of emails that share stories, address doubts and explains the course or programme in a personal, relatable way.
Pro tip: Use one email to address ‘who is this for (and not for)’ It builds trust and filters leads.
Deep Dive Article or Comparison Post
Write a long-form post that compares your course to other options, breaks down its methodology, or walks through what students can expect. This reduces overwhelm and increases understanding.
Quick-Start or Welcome Guide
Help students feel confident before they even enrol. A guide that outlines what to expect, what tools they need, and how to get started reduces drop-off and increases perceived value.
Clarity over More Modules
More content inside your course won’t fix low enrolment. But the right content around your course, content that nurtures, explains, and supports, absolutely can.
Creating these assets isn’t intended to add more to your to do list. Be strategic and craft pieces that makes the selling easier, taking people from ‘I’m not sure’ to ‘I’m ready’.
Need Help Creating This Kind of Content?
That’s exactly what I do.
If you’re a course creator, coach, or educator who wants to improve your enrolments with stronger content that complements your sales page, visit my services page to learn more about how I can help.