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Behind The Scenes of Creating An E-Course: Part 4: Anatomy of a Sales Page

I am not a writer.

Yes, I have a couple blogs & websites, and that obviously requires that I write. But I’m not good at it.

I started this behind the scenes series, because I wanted to show you that being a freelancer means we have to wear a lot of hats. It’s not just the craft itself you need to master, but marketing, administration, bookkeeping, social media and of course, writing.

Luckily, this is all stuff we can learn.

This is Part Four of this six part series, if you haven’t yet, I’d recommend reading Part One, Part Two, and Part Three first.

Building a course is a lot more work than it seems. It’s not all rainbows and unicorns and passive income fairies (except maybe when you’re up so late working that you start hallucinating).

I hope that seeing some behind the scenes has helped show you what I’ve had to learn along the way.

So back to writing…

One of the most important parts of building a course, is writing the sales page. Because if your sales page sucks, people won’t buy your course and all the other work you’ve put in won’t matter.

This also applies to your packages and website and emails and social media updates. What you write matters. Tweet that!

So as non-writer, I had to do a lot of research before attempting to write my sales page.

Today I want to share with you what I learned. 

The Key Elements of Every Sales Page


Speak to your audiences pain points immediately. So with Stress Less & Impress, I focused on the problems I know freelancers have when they don’t have a streamlined process.

  • Scrambling to know what to do with each new client.
  • Wasting time with back and forth emails.
  • Spending too much time answering questions and doing custom quotes only to have your client disappear.
  • Wondering if you’re missing things you’re supposed to do as a freelancer.

Introduce the course/product/service & say what they’ll learn.

Say what your customer will learn by showing the solutions to the above problems. So rather than talk directly about what’s included (modules, lessons), talk about why those problems exist.

So with Stress Less & Impress, my students will learn:

  • How to get your clients to stop shopping around and start saying “I want you”.
  • Why a simple contact form is making you a slave to your inbox.
  • How to automate your contracts & invoices so setting up a new client takes less than 2 minutes.
  • Why the Welcome Package is my secret weapon to setting up a project for success.
  • The exact software I use to make sure nothing falls through the cracks.
  • Etc, etc.

Give details about what’s included

Now that you’ve really spoken to the issues your customers have, you can go into more detail about the actual features. This could be a module/lesson breakdown, or just titles of the lessons.

With SL&I, I wanted to keep it simple and just show each lesson as it coincides step by step with the A-Z process I teach.

  • Lesson 1: Hire Me Forms & Consult Calls
  • Lesson 2: Contracts & Invoicing
  • Lesson 3: Welcome Package
  • Lesson 4: Project Management
  • Lesson 5: Goodbye Package
  • Lesson 6: Thank You & Feedback
  • etc, etc.

Talk about results

Describe what life/business/etc will look like after taking the course (or working with you, reading the ebook, etc). This should be directly the opposite of the customers current pain points.

SL&I example:

  • You can take on more projects & juggle them simultaneously with ease.
  • You won’t be a slave to your inbox.
  • You’ll spend less time actually getting started with a client and can spend more time on the fun part- the actual project.
  • You won’t have to heavily promote yourself because your clients will be referring you like crazy.
  • You won’t feel awkward when a client asks for just one little extra thing.

Say who it is for and who it’s not for

Of course you want as many signups/clients as possible, but not at the expense of having unhappy customers or refunds. Being clear about who you can help and who you can’t help, will save you a lot of work and frustration down the road.

SL&I example:

  • This is great for you if you’ve just started freelancing and are unsure what kind of process you need in place.
  • This is great for you if you’ve been freelancing for awhile and business is picking up, but the thought of a new client actually stresses you out because of all the work it entails (warning sign!).
  • This is not great for you if you don’t like putting in work up front for better results later.
  • This is not great for you if you buy a lot of courses, but aren’t good at taking action. If you don’t do the work, you won’t get results.

Who you are and why you’re an expert

Not everyone who lands on your sales page may know who you are or has read your about page yet. For that reason, and to remind the people that do know you, you should share a little bit about who you are and why you can get results.

SL&I Example:

I’m Leah, the founder of The Freelance To Freedom Project. I’ve gone from aspiring night & weekend freelancer, dreaming of new clients…to full-time, booked out 3 months in advance, just from referrals from previous customers who loved my project. I’ve gone from scrambling through projects with my head in the clouds to a well-oiled, I-could-easily-hand-all-of-this-to-a-VA, freelancing machine.


At the very end, be sure to include all the questions a visitor may still have about your product or service. You can put the nitty gritty details like your refund policy or how it’s delivered and also any objections you know people may have. You can also update this on an on-going basis when you get new questions from visitors.

For SL&I, I know that processes & systems is quite the boring topic. Most people would rather spend their money on a course about how to get a million new clients, tomorrow. So I addressed this in the FAQ.

Other things to not forget:

  • Testimonials spread throughout to showcase other customers positive experiences.
  • Buy now buttons or optin forms spread throughout, so people don’t have to scroll all the way to the bottom if they’re interested.
  • Contact information for any questions.

Final Thoughts

My sales page is not perfect. I’m sure there are some other details I could definitely add. But we have to start with where we are and what we know and adjust as we go. The most important part is putting yourself out there.

Continue reading with the next part in this series: Behind The Scenes of Creating an E-course Part 5: The Actual Launch of my course building adventure!

If you’d like to take a look at the Stress Less & Impress sales page, it’s launched.


Leah Kalamakis Leah Kalamakis is the founder of The Freelance To Freedom Project and a web designer/developer for brilliant entrepreneurs. When she’s not hanging out in the FTF Community, you can find her people watching on the streets of NYC. Come say hi on Twitter, Instagram, or Facebook.

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{ 27 comments… add one }
  • Just a few weeks ago I was looking for just this kind of post! Are you stalking me and watching my Google searches?

    So helpful and clearer than anything else I’ve come across. Thanks Leah!

    • Leah Kalamakis Leah

      Dun dun dunnnnn. That’s how the scary horror movie noise is written right? (I told you I’m not a writer) Glad it was helpful!

  • So glad you said it, producing a course is not that easy behind the scenes. It takes so much research, prep, organization, money, and time. I’ve been working on my first course for months now. It is so much easier when you have someone to help you, but either way it is a lot of work.

    I really love your course outline and I look forward to finding out more about it. 😀

    • Leah Kalamakis Leah

      Sooo much work! You are so right about getting help. I don’t know what I’d do without my course launch strategist I’ve brought on board!

  • Hey Leah, great post from a so-called ‘non-writer’!

    As a copywriter I would say you have exactly the right idea here. It’s like writing a symphony that leads the clients through their journey – pain to ease.

    Having the FAQ section at the end is a good idea. I would also suggest you blend the answers to the most pressing of these questions (or objections as we sometimes call them in biz) throughout. People have an inner questioner (almost imperceptible to them) as they go through your copy and it helps to appease it along the way 🙂

    • Leah Kalamakis Leah

      Ooh, great tips Elizabeth! I was hoping to get a copywriter comment because I need all the help I can get when it! Thank you.

  • Damn, this is super good. We want an infographic!

    • Leah Kalamakis Leah

      Oh, great idea! I always forget about infographics, but I would love to do one. Thank you for that idea!

      • Ha! I found myself here again today. You magic person!
        I still want an infographic, though 🙂

  • Actually you ARE a writer. Love the behind-the-scenes peek and can’t wait for the course! It’s exactly what I need.

    • Leah Kalamakis Leah

      Haha, I guess if I write, I’m a writer 🙂 But it definitely doesn’t come easy. Thanks for the vote of confidence!

  • Thank you for breaking this down. I bet it’s a bit therapeutic to write about your process. Win, Win.

    While you’re creating your course, where do you keep your ideas/module outlines, etc. Basecamp? WordDoc? (Sorry if I missed this in one of the earlier parts).

  • I don’t know Leah…I think your sales page is perfect! So excited to see this course about to launch. I know sooo many people who will benefit. Thanks for sharing your process with us along this new course journey!

    • Leah Kalamakis Leah

      Oh I’m so glad! As you’ve followed along (and having done it yourself), you know how many pieces there are to put together. So I’m really excited to get it out there!

  • Leah! This is extremely insightful! I appreciate you sharing your process in such a straight forward way.

    ps… I love your writing!

    • Leah Kalamakis Leah

      Thank you RaShelle- I definitely wasn’t fishing for compliments but I so appreciate that 🙂

  • Ooh great post, Leah! Really loving this behind-the-scenes series : )

  • Thnak Leah, great post again. One question…do you put all this on one page? I would tend to put FAQs in another section under that heading FAQs.

    • Leah Kalamakis Leah

      Yes, for my sales page it’s all on one page ( But it depends on the type of sales page. For a course or digital product, I think definitely having it ALL on one page is necessary. If you’re using these writing/outline strategies for your service sales page, then you could put it on a separate page to not get too long. But I think it’s good to dispel those objections as soon as possible, and people may not click to a FAQ page to see it- so it all depends on how much text you have. A plugin like I used on mine (Shortcodes Ultimate) that allows you to hide the answer and just show the question, helps to make it less intimidating in length.

  • I love that this series keeps going and going and going! Keep it up 🙂

    For me, the thing about sales pages is that I worry my audience will be scared off by a sales page that scrolls for days…I know I’ve been guilty of skimming through lengthy sales pages. Any thoughts on that?

    • Leah Kalamakis Leah

      Haha, yeah….it’s been longer than I expected as has been the work involved. 🙂 Trust me I wish it didn’t take this long! This will be the last one unless I do “Behind the scenes of the aftermath of my e-course”, haha.

      I scroll through sales pages that I’m not planning on buying from or not initially interested in. But when I’m actually interested, I read EVERY word before making a decision. And those are the people I’m writing for… for me that’s why it works. Of course, it does depend on price point. The higher the price, the more I need convincing to purchase, and the more details I want.

  • Your course is gonna knock people’s socks off! Great job with the sales page AND the course (beta tester talkin’ here). So generous walking everyone through your process, too! I know you’ll come up with even more courses for freelances. You’re gonna be the Queen of this stuff!

  • Ahhh, LEAH!! LOVE LOVE LOVE this post…and YOU! You are just too amazing (and kind and generous and caring and giving!) for words! Thank you for always giving me a great, virtual kick-in-the-booty to get my sh*t together!! :))

  • I needed this so much! I’ve been needing to upgrade my services page a bit and this is so helpful. Thanks Leah! I’m looking forward to the launch of your course!

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