How to make a course to sell: The ultimate guide for 2025

The demand for online education is growing rapidly, making it the perfect time to embark on the journey of becoming a course creator and selling online courses.

With the growing knowledge economy, creating and selling an online course is a big opportunity at the moment. The entirety of the e-learning market is expected to reach $319 billion by 2029 (Source: Elearning Statistics), and it is without a doubt a booming market.

Whether you’re looking to generate passive income, establish authority in your industry, or build a thriving online course business, this guide will walk you through every step.

Why selling online courses is a smart business model

Selling online courses allows you to earn passive income by creating an online course once and selling it repeatedly with minimal additional effort. This model offers unlimited scalability since online courses can reach students across the world without logistical barriers.

By sharing your knowledge, you contribute to personal and professional development while positioning yourself as an industry expert. This opens doors to a range of opportunities, including consulting, keynote speaking, business partnerships, and collaborations with other industry professionals.

As you can understand, there are countless reasons to sell an online course, but here are three of the most important ones, each with the potential to build a highly profitable business:

Monetize your audience: As a content creator, you already have an engaged audience and multiple revenue streams from ads, an e-shop, or subscriptions. Offering an online course allows you to deepen your relationship with your audience while providing valuable educational content. It serves as an additional, scalable revenue stream that complements your existing business model.

Build an online education business: If your core business revolves around selling online courses, training programs, coaching services, or educational products, you are likely seeking ways to scale your sales, expand your reach, or transition from offline teaching to an online platform. Establishing a strong online presence enables you to attract a broader audience, streamline course delivery, and create a sustainable revenue stream.

Monetize your expertise as a side income: If you have a full-time job or run a business but are looking for a way to supplement your income, creating an online course can be an excellent opportunity. It allows you to leverage your existing knowledge and skills into a scalable digital product that generates revenue with minimal ongoing effort. Whether you want to establish a secondary income stream or gradually transition into a full-time education business, the option to create online courses provides flexibility and financial growth potential.

Step 1: Choose a profitable online course topic

A successful online course begins with selecting the right topic. Start by identifying your expertise, professional background, and passions to determine what knowledge you can confidently teach.

Market demand is another crucial factor. Conduct online research, study search trends, and analyze competitor offerings to validate demand. You can use tools like Google search ads to understand what learners are actively searching for.

Checking online course marketplaces and course platforms will help you identify what’s already selling well and how you can differentiate your course. Engaging directly with your target audience through surveys, social media, or forums will give you valuable insights into the specific challenges they want to overcome through your course.

Step 2: Validate your online course idea

Before committing significant time and resources to online course creation, it’s essential to follow a structured course validation process to validate your course idea. Conduct surveys or polls through email lists, social media, or niche online communities to gather feedback from potential students.

Offering a free introductory webinar-based course or mini-course can help gauge interest and determine whether people are willing to invest in your content. Additionally, participating in online forums and relevant industry discussions will provide insight into how actively people seek knowledge in your area of expertise.

Analyzing engagement and responsiveness in these settings can serve as a strong indicator of course viability.

Step 3: Create engaging course content

The success of your online course depends on the quality and structure of your course curriculum design. A well-organized curriculum ensures smooth progression, making it easier for students to follow along and stay motivated throughout the course.

Video course creation: Delivering high-quality lessons

Engaging video lectures significantly improve retention rates, so it’s essential to invest in good lighting, sound, and camera quality. High-production-value videos make your course more professional and appealing. If needed, you can enhance production using free video editing software to refine your content, add subtitles, and improve overall clarity. Structuring your videos into digestible modules with a logical flow helps learners absorb information effectively.

Enhancing learning with additional materials

Supplementing video lessons with additional course materials such as PDFs, worksheets, and quizzes ensures a well-rounded learning experience. Providing structured handouts, cheat sheets, and practical exercises can help students reinforce key concepts and retain information better. Incorporating case studies and real-world examples makes your content more relatable and actionable.

Student engagement techniques: Keeping learners motivated

Adding interactive elements like assignments, live Q&A sessions, discussion boards, and peer collaboration activities fosters student engagement and enhances overall comprehension. Gamification techniques, such as quizzes, badges, and completion certificates, can further incentivize learners to stay committed. Encouraging students to participate in discussions and share their progress builds a sense of community, which leads to higher completion rates and satisfaction.

By focusing on course curriculum design, video course creation, and effective student engagement techniques, you create a compelling learning experience that maximizes student success and positions your course as a valuable educational resource.

Are you more of a visual learner? Then we invite you to watch LearnWorlds’ video on how to build step-by-step an online course with our platform:

Step 4: Select the best online course platform

Choosing the right online course platform is crucial for delivering your content effectively. There are several options available, each with its own pros and cons, depending on your business goals and technical expertise. If you’re considering long-term scalability, you may also want to explore membership sites for courses, which provide ongoing value to learners through exclusive content and community engagement.

One option is online course marketplaces like Udemy and Skillshare. These platforms come with built-in audiences, making it easier to get exposure. However, while they handle hosting and marketing, they also take a significant percentage of your revenue, and pricing control is limited.

Another approach is using WordPress learning management system (LMS) plugins, such as LearnDash and WPLMS. If you already have a website, adding an LMS plugin can provide flexibility and customization. However, managing these plugins requires additional costs for hosting, maintenance, and technical support, making them more complex to maintain compared to an all-in-one platform.

For a more streamlined solution, self-hosted LMS platforms like LearnWorlds, Teachable, Kajabi, Podia, and Thinkific offer a comprehensive package, including course creation tools, marketing automation, and integrated payment systems. These platforms allow for greater control over branding, pricing, and audience engagement while eliminating the need for complex technical setups.

Additionally, AI-powered tools can significantly speed up content production. AI course creation tools can help with outlining, refining, and expanding content, making it easier for educators to develop high-quality courses in less time. At LearnWorlds, we have developed an AI Assistant pre-programmed with instructional design knowledge to support course creators throughout the process.

To explore a detailed comparison of course platforms, including their pros and cons, check out our LearnWorlds vs. Teachable vs. Thinkific vs. Kajabi guide.

Choosing the right online course platform is crucial for delivering your content effectively. If you prefer complete control over branding, pricing, and customization, hosting the course on your own website is a strong option, though it requires a more technical setup.

Platforms like LearnWorlds offer an all-in-one solution, providing user-friendly interfaces, marketing tools, and seamless integrations to help you streamline your online course business. Alternatively, online course marketplaces like Udemy or Skillshare can expose your course to a broader audience, but they may impose restrictions on pricing and revenue sharing.

Step 5: Price your online course effectively

Pricing your online course is a crucial factor in its success. Your pricing strategy should not only reflect the course value but also align with your business goals and audience expectations.

Understanding different course pricing strategies can help you determine whether a one-time payment, subscription model or tiered pricing approach is the best fit for your offering. There are multiple ways to structure your pricing model, and choosing the right one depends on your market positioning and revenue strategy.

A one-time payment model is a straightforward option that provides immediate revenue, making it ideal for self-paced courses with fixed content. Alternatively, a subscription-based model offers ongoing access to content in exchange for recurring payments, which can create a steady income stream and increase customer lifetime value.

For those targeting professionals or organizations, high-ticket courses can be a lucrative option by offering premium pricing in exchange for added value such as exclusive coaching, mentorship, or certification.

Instead of an entire course, some instructors opt to provide a free tier that includes an introductory module to attract learners before upselling them to a paid course. Bundling additional value, such as live coaching, VIP communities, or extended support, can further justify a higher price point. You can also experiment with tiered pricing strategies where learners can choose between different levels of access, from basic to premium.

For a more in-depth look at high-ticket pricing strategies to improve your online course sales, check out our guide on high-ticket courses. Additionally, for a breakdown of effective pricing models, explore our resource on pricing strategies for online courses.

Your pricing strategy should reflect the course value while remaining attractive to your target audience. A one-time payment model can generate immediate revenue, while a subscription-based model can create a stable stream of recurring income. Some instructors who create online courses opt to provide a free tier that includes an introductory module to entice learners before upselling them to a paid course.

Another way to increase perceived value is by offering bonuses, such as additional video content, live coaching, or certifications. These can justify a higher price while giving students more reasons to enroll.

Step 6: Create a high-converting sales page

A compelling course landing page is crucial for converting visitors into paying students. Clearly articulating the course value by highlighting the benefits and learning outcomes will help prospective learners see how the course will solve their challenges.

Including social proof, such as testimonials and case studies from previous students, builds credibility and reassures potential buyers. A strong call-to-action (CTA) should be prominently placed to encourage immediate sign-ups. Additionally, optimizing your landing page with engaging visuals, clear messaging, and mobile-friendly design improves conversion rates, making it easier for visitors to commit.

Example of a course landing page template by LearnWorlds.

Be sure to read our complete guide on writing a course landing page, check out the examples here, and if you are looking for more, you can check Course Masters for tutorial courses from successful course creators and experts on selling & marketing online courses.

Step 7: Market your online course

A well-planned content marketing strategy is essential for a course creator to attract students and increase course sales. Aim for content monetization, so leveraging content marketing through blog posts, YouTube videos, and social media allows you to position yourself as an authority while attracting organic traffic.

Paid advertising on platforms like Google search ads, Facebook, and Instagram can rapidly expand your reach, especially when targeting the right demographics.

Email marketing is another powerful tool to nurture leads, build trust, and eventually convert them into paying students.

Affiliate marketing for courses is also a strategy you need to take into account. So, try to set up an affiliate program by collaborating with influencers, bloggers, and satisfied students to drive more enrollments.

Social media marketing on platforms like LinkedIn, Twitter, and Instagram helps engage your audience through interactive posts, live sessions, and promotional content.

Step 8: Launch and scale your online course business

Launching your online course is just the beginning. To build a sustainable and thriving online course business, you need a solid strategy to generate leads, drive traffic, and optimize your sales funnel. Below are the key steps to successfully scale your course business.

Generate leads with effective lead magnets

Leads are potential customers who have shared their contact details with you, often in exchange for valuable content. A lead magnet is a powerful way to attract these leads and build your email list. Some effective lead magnets include:

• Free courses – A short introductory course that provides value and encourages students to enroll in the full version
• Ebooks – Comprehensive guides or industry reports that address a specific problem
• PDF downloads – Checklists, workbooks, or cheat sheets that provide immediate value
• Templates – Editable documents such as business plans, spreadsheets, or social media calendars
• White papers – In-depth research documents or trend analysis

By promoting these lead magnets through social media, email marketing, or paid ads, you can build a strong pipeline of potential students who are already interested in your expertise.

Drive traffic to your lead magnets

Once you’ve created your lead magnet, the next step is to drive traffic to it. Here are some proven strategies:

• Social Media Marketing – Promote your lead magnet through organic posts, social media stories, and bio links on platforms like LinkedIn, Instagram, and Facebook.
• Paid Advertising – Run targeted ads on Google, Facebook, or Instagram to reach the right audience
• Search Engine Optimization (SEO) – Create blog content optimized for search engines to drive free, long-term traffic
• Affiliate Marketing – Partner with influencers or industry experts to refer potential students to your course in exchange for a commission
• Guest Blogging & Podcasting – Appear on relevant blogs, podcasts, and webinars to increase visibility and attract new leads

Automate your email sales funnel

After capturing leads, use email marketing automation to nurture them into paying students. A structured email sequence can guide potential customers through their decision-making process. Key email sequences include:

• Welcome sequence – Introduce yourself, provide value, and explain what your course offers
• Educational sequence – Share tips, insights, and case studies that build credibility
• Sales sequence – Present limited-time offers, testimonials, and incentives to drive conversions
• Follow-up sequence – Engage with leads who haven’t purchased yet by answering common objections and providing additional value

To help you move faster, we already have an email sequence to sell your course. Combine that with the rest of your marketing strategy and content marketing efforts on social or through your own website for the penultimate results!

You can download these email sequence templates we have prepared to launch an online course. All you need to do is choose your favorite email marketing software and set the sequence to automatically go to anyone who downloaded your lead magnets:

Marketing activities to support your sales funnel

Expanding your digital product sales can further boost your online course business by offering complementary resources such as e-books, templates, and exclusive content bundles. These digital products provide additional value to your students while creating multiple revenue streams beyond your course enrollments.

Scaling your course requires consistent marketing efforts. Here are essential marketing activities to keep your funnel full:

• Performance Marketing – Use PPC advertising on Google and Meta (Facebook, Instagram) to attract targeted visitors
• Organic SEO – Publish valuable blog content, earn backlinks, and optimize your site for search rankings
• Cold Outreach – Reach out to prospects via email or LinkedIn to introduce your course
• Organic Social Media – Build an engaged community through groups, live Q&A sessions, and consistent posting

Effective promotional strategies for course sales

To drive consistent course enrollments, implement these promotional tactics:

• Offer a free mini-course – Introduce your audience to your teaching style and encourage upgrades.
• Collaborate with influencers – Leverage partnerships with industry leaders to expand your reach.
• Guest in podcasts and webinars – Appear as an expert guest to establish authority and drive traffic.
• Run limited-time offers – Seasonal discounts, bundles, and coupon codes can boost sales.
• Provide a free trial – If offering a subscription-based course, a free trial can encourage sign-ups.
• Pre-sell your course – Test demand and generate revenue before completing your course content.

After you sell a course: Retaining and upselling students

Selling a course is just the first step—delivering an exceptional learning experience ensures repeat business and referrals. Consider offering:

• Advanced courses – A follow-up course that builds on the initial learning.
• High-ticket coaching services – Personalized mentoring for students who need extra support.
• Exclusive communities – Private groups or mastermind sessions to keep students engaged.
• One-on-one tutoring – Customized lessons for premium students.

By exceeding expectations, you can turn first-time students into loyal fans who refer others and continue learning from you.

After successfully launching your first online course, the next step is scaling your business for long-term success. Expanding your offerings by creating new courses or bundling complementary content can encourage students to continue learning from you.

Establishing a thriving online community through an online forum or private group fosters student engagement and provides ongoing support.

Running limited-time promotions, discounts, and seasonal offers helps maintain a steady flow of new enrollments and keeps your business growing. Keeping your course updated with fresh content ensures that your material remains relevant and valuable over time.

Create a lasting impact with your online courses

Creating and selling online courses is more than just a way to generate revenue—it’s a powerful way to make an impact. By sharing your expertise, you’re not only helping others learn valuable skills but also shaping the future of your industry. Years from now, your dedication to teaching could evolve into something much bigger than you initially imagined.

What makes online courses truly special is the ability to not just educate but inspire. Your unique vision, insights, and passion become part of the learning experience, leaving a lasting impression on your students. The content you create today has the potential to influence future trends, spark meaningful discussions, and leave a digital legacy that continues to grow over time.

Every lesson, every learner, and every success story contributes to a larger narrative—one where you are at the center, guiding others toward knowledge and transformation. And with the right strategies, commitment, and tools, there’s no limit to how far your online course business can go.

Now is the perfect time to take action. Get started with your first online course today using LearnWorlds’ 30-day free trial and begin building a business that leaves a lasting impact.

FAQs: Common questions about selling online courses

1. How do I create my own course and sell it?

Creating and selling an online course involves creating an online course through thorough research, validation, structured course development, selecting a reliable course platform, effective marketing, and continuous engagement with students.

2. Do you need a license to sell a course?

In most cases, you do not need a license to sell an online course. However, specific industries, such as finance or healthcare, may require certifications or disclaimers to ensure compliance with legal regulations.

3. Can you make money selling courses?

Yes! Many course creators generate substantial income through successful online courses. With the right strategy, it is possible to earn passive income with courses and scale your business over time.

4. How to create an online course for free?

You can create an online course for free by using free video editing software, hosting your content on affordable or free platforms, and promoting your course through organic marketing strategies such as blogging and social media.

Selling online courses is a rewarding and scalable way to monetize your expertise. Start today by turning your knowledge into an evergreen revenue stream!

Rosemary Georgarakou

Rosemary is LearnWorlds’ Content Marketing Manager. She has over 2 decades of experience in omnichannel marketing and content writing for the IT and SaaS industry. Her expertise lies in crafting effective content marketing strategies that attract, engage, and nurture customers, enabling LearnWorlds to reach its target audiences with precision.