How to Build Trust with Your Course Landing Page (Part 1)
Although the notion of trust may be old news millennia old, creating trust online is a fairly new field of study however, what we do recognize is trust is crucial for your visitors' chances to become a customer.
The advantages of trust are manifest ins four key methods - those who believe are you are:
- Are more likely to take your program (increased conversions)
- A higher level of motivation to finish a course (improved overall progression)
- The more likely they are to stay or walk away (higher rates of retention)
- More likely to share the experience with a friend (more and more sources)
All well and good however, nobody starts with trusting you. It's earned and in order to gain it, you must overcome the doubts of prospective customers. They will be asking questions. things like "What if this is a waste of dollars and time?" "Do I need to share sensitive data," and "Will I get help at the moment I need help?"
To establish trust, you have be able to demonstrate that you are:
- It's safe to conduct business with.
- You're an expert. You're an authoritative source of knowledge.
There are many methods to establish confidence with your customers (and we'll be diving into certain of them in the next couple of weeks) however, we'll concentrate on your landing page to promote your course.
Your landing page exists to show potential customers how their lives could improve with the program your company offers. As well as showing your reliable and reputable, you need be able to inform visitors as swiftly as you can that they're in the right place to get what they're looking for.
The Five Step Blueprint to creating and selling successful online Courses
Make a 'Message Match' using your Banner
When speaking about yourself or your school, make use of storytelling
Stories are the most effective way to connect instantly with your target audience. If you are able to demonstrate that your company or an exceptional customer of yours has been able to resolve a issue through you that the lead now has, they're more likely to believe in you and your product. Honesty and attention to detail is key to inspiring trust through stories.
Every story follows the same arc outlined in the following paragraphs:
- Setting the scene & explaining the problem
The first step is to introduce yourself or your example model as being exactly the same as your potential customers. Create a story that is familiar and a reflection of their own predicament to qualify your lead as a good potential candidate for the online course you are offering.
You must be clear regarding the issue and its effects (that you are able to remove).
Example: " When I first began teaching online, I didn't know exactly what I did. It was not like I felt like an expert. I wasn't aware of the meaning of instructional design, and I was certainly not aware of the in's and out's of creating trust with my intended viewers. I wasn't able to connect with the lead at all and I didn't make any sales."
- I'm trying to solve the problem However, we do eventually get there
Explain the next step you or your example character took to start fixing the issue. Include any errors or time-wasters here, because they will enhance the efficiency of the solution you'll come up with (that you're currently selling).
Also, be as specific as possible here to show off your credibility in the field of education.
Example: "So, I researched each best practice, and after that some, compared myself to others who had created courses that were successful as ideas, and then tested my sales tactics on my own landing page, doubling down on what worked.
Yes, I've made a few errors in the process However, I also learned how to build trust with my audience eventually."
- When the issue was solved, life continued after the problem
In the final act the problem is gone forever, and the main character changes for the better. In this part of the tale, closing back to an appeal for action is imperative.
Details about life after the event should be interesting and also substantiated. Screenshots and other images can be used here.
Examples: "What I realized was that prospects didn't care whether I presented the prettiest appearance of my deal. The people I spoke to wanted to know if I could trust me to change their life now and forever.
By making sure my leads felt secure when they purchase from me, I managed to boost conversion rates with my followers at any stage of my customer's experience by at least 33%. The answer was to build trust with my audience. In the future, I'd like to share that information to those who read this blog."
Make use of a guarantee to indicate you're safe to do business with
The benefit of a guarantee is alleviating the concerns your viewers may have regarding investing their time and money consuming your content. Set a time frame for a refund (eg. thirty days) and add a note next to the pricing details to explain the details.
When considering the length of time the refund policy you have in place should be As a general rule of rule, it should be included the amount of time required to complete the course plus an extra week or month.
Also, refund policies may be contingent on certain factors, like progress of the program or an measurable commitment by your client to gain outcomes from your service. The conditions could be added to the website's Terms and Conditions or terms of service policy.
Answer common questions using an FAQ
A FAQ can be a fantastic way to preemptively answer queries your customers may have prior to deciding whether or not they want to click to your page. This lets you reduce the risk of a phone call , and showcases your expertise in responding to their requests. It is possible to include an FAQ on your landing page or even create an additional page with a few or all the FAQs you have on your site.
Look to common questions that you receive from support email or pre-sales calls for inspiration. You can also ask questions or surveys to your previous customersto find out what questions they were thinking about prior to buying and completing your course online.
Gary Allen is the Product Marketing Manager at the company where he's enthusiastic about developing and marketing amazing software. He also loves napping, Oxford commas and tweets that mix more than one meme.