“Hey, Ieva–how do I write a webinar invitation email that gets my potential students fired up to attend my free class?”

Fantastic question, my online business friend.

Your webinar invitation email is one of the most important pieces of your launch email strategy as a course or digital product creator.

So let’s make yours a great one, shall we?

What Is A Webinar Invitation Email?

A webinar invitation email is a marketing email sent to potential participants to invite them to a live or pre-recorded online event (often called a “webinar”). 

📌 It typically includes an overview of key event details (like topic, date, time, and speaker information), a clear value proposition, and a call to action.

Webinar invitation emails (also known as “webinar registration emails”) are a core part of many well-known course launch strategies, including those taught in Amy Porterfield’s Digital Course Academy and Jeff Walker’s Product Launch Formula.

How to Write an Effective Webinar Invitation Email

Tip #1: Start with the details

Okay, this might be the most boring part of our endeavor here… 

But you gotta get the details right if you want to see those sign-ups rolling in.

✅ Every webinar invitation email should include the following information:

• WHAT: The topic of your webinar or workshop
• WHEN: The date, time, and timezone of your webinar
• WHERE: The platform + a link to register
• HOW LONG: Your best estimate of the session length
• WHY: What’s in it for them

Make sure you have all of these details locked in before you start writing the rest of the email.

You can even repurpose the format above inside your invite like this:

Tip #2: Choose your hook

A “hook” is a compelling idea, phrase, or angle designed to quickly grab your audience’s attention and make them want to keep reading.

Just like your Instagram reels need a strong hook… Your emails do, too.

🪝 A few hooks you can try for this email specifically:

• Debunk a myth (“big girls can’t run”–umm, are you sure about that?)
• Disagree with someone (“it’s not the carbs, girl–it’s this”)
• Showcase a hyper-specific result (“how I booked 5 high-ticket clients in 10 days–with no sales calls”)

Tip #3: Highlight a core benefit

78% of people would not sign up for a webinar that feels too “salesy.”

Yes, your webinar is a sales tool–but it also has to be more than that.

What sort of transformation would someone experience if they attended your webinar but didn’t choose to move forward with a purchase?

🤔 In other words… What’s in it for THEM?

A simple way to access the core benefit is to ask yourself how attending this event would improve your audience’s life  in one of these three areas:

• Health (physical, emotional, mental)
• Wealth (money, business, career)
• Relationships (love, connection, community)

Here’s an example of a core benefit being highlighted in an email from a breathwork coach:

Tip #4: Let your personality shine

When you search the term “webinar invitation email”, the entire first page of Google is filled with (really boring) advice for (kinda boring) SaaS companies.

“Be brief”

“Keep it short”

“Get straight to the point”

If you are a course or digital product creator, that advice is NOT for you.

Your personality is one of the most valuable assets you have as a small business owner.

So you better own it.

Write like you talk. 

Call your audience out on their BS. 

Tell your longest, most dramatic dating story (just don’t forget to connect it to your offer).

Put that personality to work, baby.

The easiest, most low-lift way to add more personality to your webinar emails? 

🌶️ Spicing up your email sign-off.

Instead of a typical “cheers” or “best wishes”, inject some humor into your email sign-off by connecting it to your area of expertise and/or the topic of the webinar.

Here are some examples:

• With love & avo toast 🥑, <your name> (for health coaching webinar)
• Astrologically annoyed, <your name> (for a class about Mercury Retrograde)
• To spreadsheets & solvency, <your name> (for an accounting workshop)

Tip #5: Include at least two CTAs

You need to give your reader more than one chance to say “yes” to your invite.

❗Aim to include at least two clickable calls to action (e.g. “Save your spot” or “Sign me up, babe”) in your email: one near the top, and one near the bottom.

This will increase the chances that your potential student will click through to your conversion-optimized opt-in page.

Pro tip: Use different wording for each call-to-action to make them stand out more.

Tip #6: Add a TL;DR

Some people are born skimmers (hi, it’s me! 👋🏻)–so let’s make it easy for them, yeah?

Use the P.S. section of your email to include a quick “TL;DR (too long, didn’t read) summary of what your webinar is about + a link to sign up.

Here is an example:

P.S. TL;DR? Replace your expensive coffee habit with a 5-minute energizing breathwork routine by clicking this link. 

Tip #7: Send more than one email

🤷🏻‍♀️ Not everyone will resonate with the same angle or hook.

Some people respond best to storytelling, while others need urgency to take action.

If you were my client, I’d probably encourage you to send out multiple promo emails (each one using a different angle or hook) leading up to your webinar.

(Psst: No, you’re not being annoying when you do this. You are simply giving your audience another chance to say “yes” to something that could change their life.)

Sooo… How Many Promo Emails Should I Send?

If you only send one email to your list, that’s still a win in my book.

However, in an ideal world, I’d have you send anywhere between 3 and 5 webinar invitation emails–in addition to incorporating little hints of what’s to come in your pre-launch content.

Think that’s a lot of reminders?

It kind of is.

But please know that people are not snubbing you by not signing up immediately.

😵 They’re just distracted by the chaos of everyday life (like picking up after their toddler who just threw their Cheezits all over the floor).

Give them another chance to say “yes”, okay?”

When Should I Send My Webinar Invitation Email?

💌 You should start sending out your webinar registration emails 7-14 days before the big event.

Even if you announce it earlier, you will probably see the most registrations in the week leading up to your presentation. (What can I say, urgency is a great motivator.)

That doesn’t mean you can’t let your audience know what’s coming ahead of time. 

Feel free to drop little hints about your webinar topic in your other emails and social media posts up to 30 days before your webinar. 

(It’s also a great way to collect questions from your audience and find more ways to improve your presentation.)

And as far as the best day of the week to send your emails goes…

According to this bit of research, most webinar registrations happen on Tuesdays (21%), followed closely by Thursday (20.3%) and Monday (19%).

Do with that information what you will. 

Webinar Invitation Email Template

If you are just starting out and want to DIY your very first webinar invitation email, here is a simple template you can follow:

Hey there, <a fun nickname you call your audience>!

You know what really grinds my gears?

When the so-called “experts” tell people to <advice you disagree with>.

<INSERT AN EXASPERATED GIF>

This couldn’t be further from the truth.

And I’ve got the receipts to prove it.

Wanna see me break down the <your industry> industry BS–and find out how to finally <the transformation they will receive>?

Join me for my upcoming workshop, <your workshop name>.

Here are the details:

• 📅 What: 
• 🕒 When: 
• 🌐 Where: 
• ⏳ How long: 
• 💡 Why you should come:

Click here to join the party.

<funny sign-off>

<your name>

P.S. I’m hosting a workshop to help you <insert benefit>. Save your seat here.

Webinar Invitation Email Subject Line Examples

Here are a few webinar invitation email subject line examples to get your brainstorming party started:

When you want to bust some myths

Subject line: don’t make the same mistake I did

Preview text: the so-called “experts” were lying to us

Subject line: umm… why did no one tell me this?

Preview text: apparently it’s *that* easy

When you want to share what worked

Subject line: everything I did to make $54.3K this weekend

Preview text: launch strategies, energetics, and the # of my copywriter

or

Subject line: stuff I no longer suck at

Preview text: folding a fitted sheet is *not* on the list

When you just want to get to the point

Subject line: want to know what Inbox Zero feels like?

Preview text: join me for this free workshop

or

Subject line: [new workshop] got sales woes? 

Preview text: not after you open this email

Try these out for your next promo email–then report back and tell me how it went.

What Email Marketing Software Do You Recommend?

Personally, I’m a huge fan of Kit (formerly ConvertKit) (aff).

However, my clients have used every email marketing software under the sun, including MailChimp, ActiveCampaign, and even Kajabi’s internal email tool.

They all work–as long as you do the work to set them up right.

Kit is the easiest one for newbies to figure out, though. 😉

Where To Next?

Want to learn how to write better emails? My Course Creator’s Guide to Welcome Emails blog post might be a good place to start.

👋🏻 Want *someone else* to take care of all your email copywriting needs? This launch & sales funnel copywriter would be delighted to help. 

Looking for thank you page ideas that go beyond “Thanks for signing up! Your new resource is on its way to your inbox 💌”?

You’re in the right place.

In this post, I’m sharing 7 thank you page ideas (with examples!) for digital product creators who want to:

• Increase their course completion rates
• Minimize the chances of “buyer’s remorse”, and
• Become their customer’s favorite follow on Instagram

Yep, your thank you page can accomplish all that and more. Let me show you how.

What Is A Thank You Page, Anyway?

A thank you page is a web page that your user sees when they perform a particular action on your website.

That action could be:

• Subscribing to your email list
• Purchasing a course or digital product
• Clicking a link that lets you know what type of content they like

… And many others.

Most people treat this page as an afterthought, putting up a generic “Thanks! You’re all set.” message and calling it a day.

But you are not most people, are you? 😉

Why Your Thank You Page Deserves More Love

Let’s imagine two scenarios.

In Scenario A, your new subscriber or student reads through your thank you page (chuckling quietly to themselves as they do it)…

And immediately heads over to Gmail, eager to see your welcome email pop into their inbox.

When it does, they jump straight into their new resource, like a kid opening presents on Christmas morning.

Two hours later, they are texting all their friends about how awesome you are (and how they should all join your programs, too). 

In Scenario B, that same subscriber/student glances at your thank you page, shrugs, and immediately gets distracted by a cute corgi video on TikTok. (Ooops!)

Three hours later, they’ve completely forgotten about the resource they just downloaded. 

And if they haven’t? 

The momentum is just not there anymore.

The next time you send them an email, they’ll go “who’s that person again?” and send it straight Spam.

➡️ Tell me: would you rather end up in Scenario A… Or Scenario B?

(Silly question, I know.)

A well-designed thank you page can help you ensure you always end up in Scenario A (and with an email list full of eager subscribers and students who can’t wait to hear from you again).

Look, I get it: your to-do list as an online business owner is probably longer than the bathroom line at The Era’s Tour.

But optimizing the “little stuff” (like your thank you page) is how you can set yourself apart from the 43,593 other course creators on the market.

So let’s get to it, shall we?

7 Thank You Page Ideas For Digital Product Creators

Idea #1: Compliment your reader

One of my favorite things to do on a thank you page is to compliment the person on the other side of the screen.

♥️ A genuine compliment is one of the easiest ways to make someone feel good–not just about themselves, but also about the decision they just made.

(Bye-bye, buyer’s remorse!)

Here are a few ways to include a compliment on your thank you page:

• Well done, <a cute nickname you call your audience>
• Your taste is impeccable, my new internet friend.
• Oooh, we’ve got an action-taker over here! Nice. 

And here’s an example:

(Before you ask–yes, I have a client who calls her people sexy little sausages. She’s awesome.)

Idea #2: Let them know what to expect

The moment after someone signs up for a resource (free or paid) can feel a bit destabilizing.

The excitement of Doing The Thing is still in the air… But where do we go from here?

🔨 Your job is to replace that uncertainty with a crystal-clear roadmap of what happens next.

This will help your people feel like they’re being taken care of–which is what you want if you’re hoping to nurture that relationship.

A few things I always like to remind people of on a thank you page:

• That an email with their access is on its way to their inbox
• That they might have to wait 5-10 minutes for it to appear (and that there’s nothing wrong with that)
• That they might *also* have to check their Spam or Promotions folder if they don’t get it within the allotted time

If you want to go one step further, you can also share a screenshot of what the email will look like once it lands in their inbox:

Finally, it’s always a good idea to have your contact information available *somewhere* on the thank you page.

Sometimes the email gremlins will decide to steal your welcome emails, and there’s nothing you can do about it.🤷🏻‍♀️

Idea #3: Collect some intel

A thank you page is the perfect place to collect valuable Voice of Customer data.

You can do this by adding a single-question survey to your thank you page via an embedded form like this:

(I’m serious about the “single question” part. This is not the time to ask someone to fill out a form that takes 15 minutes to complete.)

🔍 So, what question should you ask?

For free resource thank you pages, my personal favorite is:

“What brought you to my digital doorstep today?”

If they just bought a paid product, you can go with something like:

“What are you most excited about when it comes to <your product name>?”

Over time, gathering and analyzing this data will let you see patterns and write better copy.

(Your copywriter will absolutely *adore* you if you implement this idea, btw.)

Idea #4: Show some personality

Yes, your thank you page has to be clear.

No, it doesn’t have to be boring.

I would argue that a thank you page is one of the best, most “low-stakes” places in your sales funnel to let your personality shine.

🎨 Here are two simple ways you can add more personality to your thank you page:

Add a celebratory GIF

A well-chosen GIF can add personality, humor, and a touch of whimsy to an otherwise basic thank you page.

You can make your own using a tool like Canva’s GIF maker or find something from a movie or a TV show you know your audience will love on GIPHY.

Here few of my favorite search terms to use when looking for thank you page GIFs:

• Congratulations
• Clapping
• Party
• Celebration
• Dancing

… I think you get the idea, right? 

Say something only YOU would say

Remember the “sexy little sausage” example from above?

^^ That’s what I’m talking about here.

Starting off your thank you page with a specific, memorable phrase like that will help you build instant brand recognition, as well as filter out people who are not a good fit for you.

Not sure what that could be for you?

A few ideas to kickstart your brainstorming process:

• A hyper-specific nickname you call your audience
• A niche reference to your favorite TV show (“Oy with the poodles already!”)
• A reference to your favorite T-Swift song (“Look what you just made me do”)

Idea #5: Connect through video

83% of consumers want to see more video content from brands in 2025.

Well, alright then. 🤷🏻‍♀️

Personally, I’m not a huge fan of video content (corgi videos being the exception)–but a good chunk of your audience members might be.

So why not give the people what they want and film a short “welcome” video for your thank you page?

It doesn’t have to be a big production either: a simple Loom video of you saying hello + welcoming them to the community will do.

Keep it to less than 2 minutes, add in captions if you can (#accessibilityrocks), and include a simple CTA at the end (“Go check out the welcome email I just sent you!”).

Idea #6: Add more social proof

You know those excited DM’s people send you after going through your course?

The “omg, I can’t believe I waited so long to buy this” ones?

And the “girl, the first module totally blew my mind” ones?

(If you are not getting those yet, we need to talk.)

📷 Screenshot them and put them on your thank you page.

Seeing other people be excited about Your Thing will motivate your new subscriber or student to start engaging with it right away (rather than letting it rot in their digital product graveyard). 

Idea #7: Add a “While you wait…” section

If you know that your fabulous welcome email sequence will take 5-10 minutes to reach your reader’s inbox…

Consider giving them something else to do (a.k.a. an alternative to watching corgi videos) in the meantime.

📖 Got a super popular blog post on your site that tends to blow people’s socks off the first time they read it? 

Try adding to your thank you page like this:

Yes, you might run the risk of your reader getting distracted… 

But it still keeps them engaging with your sales ecosystem, which is a definite win for you.

BONUS IDEA: Invite them to a private community

Speaking of keeping your reader engaging with your sales ecosystem…

Do you have a Facebook group or another space where all of your people can congregate to talk about how awesome you are?

(Jk. But only kind of. 😜)

If you do, make sure to drop a link to your group on your thank you page.

And if you don’t? 

One of my mentors, Elizabeth Goddard, teaches a workshop called “Client/Student-Only Groups FTW” where she talks about this strategy in more detail.

Do I Need To Implement All Of These Thank You Page Ideas?

Nope! Even testing out one or two of these ideas could help you form a better connection with your new subscribers and students.

If you need a place to start, I would:

• Outline their next steps
• Show some personality with a fun GIF, and 
• Share 3-5 pieces of screenshot-style social proof

… In that order.

Once you’ve got those three sorted out, you can move on to the other thank you page ideas I shared above.

My Favorite Tool For Designing Thank You Pages

If you are a Showit user, you may have already heard of TONIC Site Shop (who hasn’t?)…

But do you know that they have a gorgeous landing page bundle that comes with two (!) different, launch-copywriter-approved thank you page layouts? 

Just look at this beautiful “next steps” section:

^^ If I were designing a thank you page from scratch–and had no design experience whatsoever–I would hit them up first.

Got More Qs?

👋🏻 Looking for more fun thank you page ideas? Or maybe you’re not sure which ones would work best for your business? 

 One of my 60-minute Sounding Board Sessions might just help you figure it all out. 

And hey, if you’d rather hand off the whole “writing sales copy” thing to someone else entirely? 

Perhaps it’s time to hire me as your sales funnel copywriter. (<<< Although I much prefer the term “sales ecosystem” myself.)

“Hey, Ieva–how do I write & design a course checkout page that actually gets my people to click the “Buy Now” button?”

Great question. 

Many digital product creators overlook the importance of a well-designed checkout page, focusing more on “flashier” assets like their sales page or Instagram content. 

I’m glad you’re not one of them! 😉

If done right, a conversion-optimized checkout page can help you ease any last minute doubts your customer might by having (“Maybe I should buy that new espresso machine instead?”) and set the tone for your entire digital relationship. 

It’s the last conversation you’ll have with a potential buyer before they commit to your product–or go back to aimlessly scrolling TikTok. So let’s make it a good one, yeah?

What Is a Checkout Page, Anyway?

A checkout page is that wonderful place where your soon-to-be customer enters their payment information and (hopefully) completes the purchase.

(Groundbreaking stuff, I know.)

That said, let’s take a moment to zoom out and look at it in the context of your entire sales funnel.

🔑 In this context, a checkout page is the final door someone has to walk through before they transition from being a curious onlooker to a paid customer.

At this point, this person has already read your sales page, seen some of your launch emails, and scrolled through your Instagram looking for free tips. 

They know who you are and they are *pretty sure* they want what you’re selling.

So the true purpose of your checkout page?

• Alleviating any last-minute worries they may have, and
• Making the payment process as smooth and easy as possible

That’s it.

Keep these two goals in mind when writing and designing your course checkout page, and you will be in better shape than most beginner creators out there.

The Two Types of Course Checkout Pages

There are two main types of checkout pages: one-step and multi-step.

➡️ In a one-step checkout situation, everything happens on a single page. 

Your customer fills out their name, email, and payment information all in one go, then hits the “Purchase” button to complete the process.

With a multi-step checkout, the process gets broken down into separate steps. 

Your customer may enter their name and email address on the first page, then click through to move on to the payment details page next.

This means that in some cases, you may be able to capture the potential buyer’s email address even if they don’t complete the purchase (giving you a chance to work some abandoned cart sequence magic later).

Which Type Should You Choose?

As a copywriter-slash-funnel strategist, I usually see better conversion rates with single-page checkouts. 

Since everything is right there on one page, they are much easier to optimize, leading to higher conversion rates over time.

(As a customer, I also find them less overwhelming and confusing than multi-step checkouts–and so do most of my clients. Make of that what you will.)

🤔 A multi-page checkout process definitely feels a bit clunky in comparison.

That said, if you’ve got a strong abandoned cart sequence you’re itching to try, it’s worth experimenting with. 

Sometimes a well-timed reminder (“hey, do you still want this?”) can be the best thing for you AND your customer.

Bottom line: if abandoned cart email sequences are not on your radar yet, go with a single-page checkout, and follow the tips below to make yours the best it can be.

How to Design a Course Checkout Page That *Actually* Converts

Element #1: Your course or digital product name

Okay, yeah, this seems painfully obvious–but is it? 🤦🏻‍♀️

I’ve been in the online business space for more than seven years now, and I’ve seen far too many checkout pages that are nothing but a generic order form with a dollar amount at the bottom.

People get distracted. 

So remind them what they’re buying. 

Starting with the name of your course or digital product.

Element #2: Tagline or a (short!) description

You don’t need to include your entire sales pitch on your checkout page (that’s what your sales page is for). 

A short description–or your course tagline, if you have one–will do just fine.

💡 When in doubt, summarize your main promise in 1-2 sentences using this formula:

Go from <Point A> to <Point B> in just <TIME LIMIT>–without <UNDESIRABLE THING>.

Here’s an example:

Element #3: An eye-catching visual

You know that cool mock-up image you (hopefully) created for your sales page?

(The one with the little laptop/iPad/other course materials?)

Let’s add one to your checkout page, too. 

Now, it doesn’t have to be as elaborate as the one on your sales page (you probably won’t have space for that). 

But a little visual can go a long way when it comes to reminding your audience that, yes, the thing they are buying is real.

📷 Alternatively, you can also use Canva to design a simple graphic with your course name, tagline + a photo of yourself.

Seeing your beautiful face right there on the checkout page can help soothe some of those same anxieties (“okay, yeah, so this course is taught by a real person”).

Element #4: A snapshot of what’s included

Remind your soon-to-be-student exactly what they’re getting in 5-7 snappy bullet points.

Focus on the big picture stuff, like the core modules, group calls, and community access.

✍🏻 If you have the space, consider adding a little extra info to punch up each bullet point.

For example, instead of saying:

✔️ 6 months inside The Draft-To-Done Community

Add a little extra info about what’s included, like this:

✅ 6 months inside The Draft-To-Done Community, including weekly hotseat calls and daily support inside our FB group (valued at $1000)

Or remind them why that particular feature is something they want:

✅ 6 months inside The Draft-To-Done Community, where we’ll make 100% sure you get a first draft to your editor at least 24 hours before the deadline

^^ No space for that much copy? No problem.

Regular bullet points will do just fine as well.

Element #5: Social proof

You know how we talked about alleviating any last-minute doubts on your checkout page? 

Social proof can definitely help with that.

Shoot for 3-5 pieces of social proof on this page (but try to add at least one, even if it’s not “perfect”).

✅ Try to prioritize feedback that highlights tangible results (“83% increase in leads” or “No more crying at H&M”) rather than personality-based feedback (“Ashley is such a great teacher!”) for this particular page.

A few different types of social proof you can play around with:

Regular testimonials

Use a short, powerful snippet as your testimonial title, placing the rest of the testimonial underneath it, like this:

Bonus points if you can include a (tiny) photo of the person who said it.

Screenshot testimonials

You can use testimonial screenshots from your DMs, Slack messages, or Instagram comments on your checkout page–as long as you ask the person for permission first.

These types of testimonials have the advantage of feeling a bit less staged than regular testimonials.

“Featured in” section

You know the “featured in” section you often see on people’s websites? 

The ones with a ton of logos of companies they’ve worked with?

While I wouldn’t put it front and center on your checkout page, it could be interesting element to add at the bottom of the page (after the payment form) if you have the space.

Element #6: Money-back guarantee

Your digital product may not have a money-back guarantee–but if it does, it deserves a spot on your checkout page.

A reminder of your money back policy can offer some much-needed reassurance (“hey, you can still change your mind!”) and help put your potential buyer at ease.

Element #7: What happens next

Okay, we are going above and beyond here… 

But adding a sentence or two about what happens after they click the “Buy” button can go a long way in easing people’s anxiety.

This is especially important if your audience is comprised of people who are not necessarily familiar with the digital product space.

🥰 Ease their worries by leaving them a little “what happens next” reminder like this:

Once you complete your purchase, you’ll receive an email with your course login details and instructions to access the content within 5-10 minutes.

BONUS ELEMENT:  An order bump

An order bump is a small, additional offer you can present right on the checkout page, related to the main course or product they are purchasing.

For example, if you are selling a course on email marketing, your order bump could be a bundle of customizable launch email templates.

This offer should feel like an absolute no-brainer to add on. 

A mismatched order bump can actually mess up the conversion power of the rest of your page.

🙅🏻‍♀️ So you are not sure you’ve got the right product for it, it’s best to leave it off for the time being. 

Do I Need To Include All Of These Elements?

Not at all. 

I would say that the first five elements (name, tagline, visual, a bullet point list of what’s included + some form of social proof) are the most important.

These are the core elements of good checkout page design that will help alleviate any last-minute worries and move your people closer to the “Buy” button.

Everything after that is optimization (and can be handled after you’ve re-launched your course a couple of times).

So if you’re feeling overwhelmed? 

⬇️ Start at the top of the list and work your way down.

Digital Product Checkout Page Design Example

🎨 Here is an example of how I would structure a checkout page for one of my copywriting clients (using the principles outlined above):

What Tools Do I Need To Build My Checkout Page?

If you are using an all-in-one course platform like Teachable or Thinkific, you will probably have access to some sort of checkout page software within your subscription.

That said, these tools don’t always have the most flexible checkout page design/layout options…

Which could be a problem if you want to get the most out of yours.

My Favorite Checkout Page Design Tool

I do a little happy dance whenever a new client tells me they are using ThriveCart for their checkout pages.

It lets me know we will have the flexibility to create something truly fabulous together (and I won’t have to hold back on my copy magic because of any design limitations).

Other people seem to agree.

So if you’re in the market for some new digital product software…

Check out (ha! get it? 😄) their checkout page builder here.

Got More Qs?

You can always book a 60-minute Sounding Board Session with me to go over any remaining questions or look over your first draft together. 

And hey, if you’d rather hand off the whole “writing sales funnel copy” thing to someone else entirely? 

Perhaps it’s time to hire me as your conversion copywriter.

“Hey, Ieva–how do I create a tripwire offer that actually helps me convert my new subscribers into buyers?”

So glad you asked, my internet friend. 

When it comes to selling digital products, tripwire offers are often positioned as a “magic bullet” of sorts. 

“Make back your ad spend overnight! Scare those pesky freebie seekers off your list!! Buy a Rolls-Royce tomorrow with all the cash you just raked in!!!

(Umm… Can we not? Please? 🙄)

The truth is, tripwire funnels *can* be pretty magical–but they are much harder to get right than the internet marketing bros make it seem.

The first step in getting it right? Making sure your tripwire offer *itself* is as enticing as possible. 

What Is A Tripwire Offer?

💡 A tripwire offer is a low-cost product designed to “trip” (<<< gosh, don’t you just hate this terminology?) new subscribers into becoming buyers immediately after signing up to your list.

Instead of sending your new subscriber to a thank you page after they sign up, you will send them to a mini sales page (also known as a tripwire page) for one of your paid offers.

Most of the time, there will be a limited-time, “you can only get this on this page” discount available–although that’s not mandatory.

(Sometimes putting the right offer in front of the right audience at the right time is enough to get a “Yes”–no discounts required.)

The Psychology Behind Tripwire Offers

One of the reasons why tripwire offers work so well is what’s known as the “foot in the door” effect.

People who just said “yes” to something (like your free lead magnet) are more likely to say “yes” to something else (like your $7 eBook).

In other words, your freebie helps you get your foot in the door… 

🚪 And your tripwire offer helps you nudge the door open.

Why You Need A Tripwire Offer

The “foot in the door” effect doesn’t end there. 

Once someone becomes a customer (even if they make the tiniest purchase), they are more likely to purchase from you again.

And again. 

And again.

See what I am getting at here? A solid tripwire offer (that actually delivers on its promise) can set you up for a lifetime of repeat purchases down the road.

💸 The $7 becomes $700… Maybe even $7000. 

Plus, a quick cash infusion is always welcome, especially if you are running ads and want to make back your ad spend ASAP.

Are Tripwire Offers Scammy?

Let me be real with you: I don’t love the word “tripwire” (just like I don’t love the term “sales funnel”–but Mother Google does, so I use it anyway). 🤷🏻‍♀️

Like… Why are we tripping up people up again?? 

That said, I think intention matters here.

If you approach tripwire marketing with the energy of “let me trick some poor sod into buying this half-baked PDF while they are in a vulnerable emotional state”…

Yep, that’s scammy AF.

👉🏻 But if you strip away the gross energy and the sleazy sales tactics, a tripwire offer is just this:

Offering someone a resource they need, the moment they need it–at a price point that feels like a win-win for everyone involved.

So no, tripwire offers are not inherently scammy.

(Just hold off on the fake countdown timers, yeah? We all know we can get the same deal tomorrow if we sign up with a different email address.)

How To Create A Tripwire Offer That Converts

Tip #1: Go smaller

In my experience, the tripwrite offers that sell the best are TINY.

They solve ONE specific problem, ideally in 30 minutes or less. (That’s also my advice for creating a high-converting lead magnet, btw.)

Sure, some creators have seen success with the “here are 57 of my best resources for just $7 (worth $7000)” offers.

However, I would not recommend this strategy for most people.

Instead of feeling generous, the “everything but the kitchen sink” approach tends to come across as desperate.

📉 Seeing so many products on sale for so cheap can devalue your brand in the eyes of your new subscriber.

(Not great if you’re hoping to sell them more stuff down the line, y’know?)

Plus, dumping dozens of resources on someone can be quite overwhelming for the recipient.

Decision fatigue sets in, and they end up not cracking open a single one.

And when you try to sell them something else? 

They don’t have a frame of reference for how awesome you are as a teacher, so your new offer doesn’t feel all that enticing.

Giant “let me fix your whole business” courses are also not a great fit for this type of funnel, for similar reasons. 

Bottom line? When in doubt, go smaller.

Tip #2: Connect it to your freebie

Your new subscriber just downloaded a freebie all about creating a stellar onboarding workflow in Dubsado… 

So why are you hitting them with your top 10 money manifestation techniques on your tripwire page?

I know it can be hard to hear (and even harder to do), but listen: you have to meet your people where they are at.

Sure, that new subscriber *might* be interested in money mindset (aren’t we all!)… But that’s not what they are actively thinking about in this moment.

Right now, they are thinking about their broken intake form automation they’ve been putting off fixing for months.

➡️ They don’t need mindset hacks. They need a Dubsado wizard to come and save them from automation overwhelm. 

And yes, while you might moonlight as a business & manifestation mentor… You are that wizard. 

And now is the best time for you to pull out your Dubsado grimoire and show them how it’s done. 

Always make sure your tripwire offer connects to your lead magnet in some shape or form.

Dive deeper into one aspect of your freebie with a 20-minute training video.

Make it easier/faster to Do The Thing They Downloaded Your Freebie For with extra checklists or templates.

Or offer to solve an adjacent problem that someone who downloaded your freebie might be facing.

Just make sure your offer meets them where they’re at, okay?

Tip #3: Add a quick win

Most tripwire offers work best when there’s an element of instant gratification present.

💭 If your new subscriber will need months to see the first real results from your offer… A tripwire funnel is not the right place for it. 

The magic formula?

Buy >>> Use >> Feel Awesome About Yourself–all before bedtime tonight.

Think: a cold email script they can customize and send today (instead of a 6-month cold outreach plan).

Or: A 20-minute Quick Start Guide to their Moon Sign they can listen to while washing dishes (rather than a whole library of 25 astrology videos they may never get around to watching).

If the person can buy it, use it, and feel like “yay, I did that!!” by EOD… You’re doing right.

(You can always follow up with your bigger, more substantial offers later. Selling during your welcome sequence is not a crime, after all.)

Tip #4: Nail the pricing

If we were working together, I would most likely recommend you price your tripwire offer between $5 and $50.

While you can go lower, pricing it at less than $5 will make it difficult to break even on your ad spend.

More than $50 veers into the “risky purchase” range: if someone just discovered you, they may not feel ready to part with an amount of money that would get them a nice meal at their favorite restaurant.

(The equivalent of a latte from their local coffee shop, though? Yeah, sure, we can do that. ☕)

Another question to consider is whether or not you want to use “charm pricing.”

Charm pricing is a pricing strategy where prices end in 7s or 9s (e.g. $27 instead of $30) to make the product appear cheaper than it actually is.

At the time of writing this, I can’t say that I feel too strongly about it/

For me, there are bigger ethical marketing fish to fry (looking at you, unsubstatiated income claims & AI-generated Stripe screenshots).

That said, some audiences might be more sensitive to charm pricing than others, and it’s always worth keeping your ear to the ground to gauge how your people feel. 

Tip #5: Repurpose what you already have

You don’t have to create an entirely new product to use as a tripwire.

Do you have a $9 template you built and never did all that much with? It might make for a great tripwire offer.

Perhaps there’s a bonus video you’ve included in your course that your new subscriber could get a quick win out of? Package it up and sell it separately!

🎨 In my experience, the resources and tools YOU use in the back-end of your business actually make the best tripwire offers.

After all, you already know it works: all you have to do is package it up nicely for your audience, and you’re good to go.

My Most Successful Tripwire Offer

My most successful tripwire offer to date has been my Notion Course Tracker Template.

I first created this template when I was getting ready to participate in a huge online course bundle (= a limited-time promotional event where creators contribute their paid products for free in exchange for your email address).

My *actual* bundle contribution was this accomplishment-tracking template (also built in Notion).

On the surface, a course tracker template doesn’t seem all that related to my original contribution.

✅ However, I knew people would be receptive to it in that specific moment.

Why? Well, participating in bundles like that can be quite overwhelming, and having a way to track everything you just “bought” can be really helpful.

I also knew that the people who downloaded that first Notion template probably already had a Notion ecosystem of their own–which means that a second template was an easy “yes” for them.

(No need to learn new software!)

^^ Can you see how the success of this particular template can be traced back to all the tripwire marketing principles we discussed above?

It’s specific, it connects to the freebie, and it gives the customer a quick win (a convenient place to put all their bundle downloads). 

Adding a small discount lowered the price of the template to just $7, so the investment was a no-brainer.

(My monthly cappuccino + pistachio croissant indulgence at the local bakery costs more than that, btw.)

Oh, and the best part? It was a template I was already using inside my own business ecosystem, so I didn’t have to go out of my way to create something new.

Tripwire Offer Examples That Work

Now that you’ve seen my favorite tripwire offer, let me show you some other examples to get your creative juices flowing.

Tripwire Offer Example #1:

Lead magnet: A “Houses 101” cheatsheet, covering the basics of each house in astrology

Tripwire Offer: A 20-minute audio training all about their 2nd House of money (‘cause people love to hear about ways they can bring in extra cash)

Why it works: It goes deeper into one specific aspect of the freebie + is small enough to get your new subscriber a quick win (they can just put it in their earbuds while they putter around the house).

Plus, since it’s all about making money, you can probably price it a bit higher ($27 and above).

Tripwire Offer Example #2:

Lead magnet: 3 Healthy 15-Minute Recipes For Busy Moms

Tripwire Offer: A $7 grocery list of must-have pantry staples to keep at your house to avoid grocery shopping all the time–ideally in multiple formats (printable + app-friendly versions)

Why it works: The offer solves a related problem that their audience tends to have

 (“ugh, I never have the right ingredients!”).

It offers a quick win because they can use this list during their next grocery trip (the same one they’ll go on to get the ingredients for the initial recipes).

And $7? That’s a steal compared to the mental and physical energy required for a yet-another another last-minute grocery run.

Tools To Build A Tripwire Funnel

Want to know a secret? If you already have a way to process payments in your business…

🙅🏻‍♀️ You don’t actually have to purchase any extra tools to build your first tripwire marketing funnel.

You can simply build a tripwire sales page on your site! 

(It might even look better than some of the cookie-cutter templates you can find inside the “fancier” software solutions.)

That said, if you are going to invest in a tool for building sales funnels (including tripwire funnels), I would recommend ThriveCart.

The occasional bug aside, Thrivecart really does do it all: sales pages, checkout pages, order bumps… You name it.

And the one-time payment option (with a built-in place to host the digital products you just sold), makes it a very attractive option indeed.

Ready To Build Your Own Tripwire Funnel?

👋🏻 I’d love to help.

Want to brainstorm some tripwire offer ideas–or some expert help in choosing the best one? Book a 60-minute Sounding Board Session with yours truly.

Need someone to take a look at a funnel that’s not performing as well as you’d hoped? My Copy Reviews might be right up your alley.

Would rather hand off the whole “writing copy” thing to someone else entirely? Perhaps it’s time to hire me as your sales copywriter.

As a copywriter for course creators, I have seen far too many sales pages miss the mark because the design and copy simply aren’t working together.

In this post, I’m sharing the most common design mistakes I see people make on their sales pages–plus, practical sales page design tips to make sure your copy gets the attention (and conversions) it deserves.

Whether you’re DIY-ing your sales page, customizing a TONIC template, or working with a designer, these tips will help you create a page that’s not only beautiful… But also highly effective.

(And yes, these totally apply if you’re using a Google Doc as your sales page, too.)

5 Easy Sales Page Design Tips For Online Course Creators

Tip #1: Align your text properly

One of the most common–and easily fixable–mistakes I see course creators make when putting their copy into action?

Centering all their text like this:

Just because the text itself is in the center of the page, doesn’t mean you need to hit the “Center Align” button, too.

Centered text creates jagged edges on both sides, making it harder for the eye to follow.

It slows down reading speed and may frustrate your audience enough to make them click away from the page.

💀 In short? It’s a readability nightmare.

To avoid this, keep your text box in the center of the page… But hit the “Left Align” button instead.

This tiny change will make your copy much easier to read and digest. 

Tip #2: Keep your paragraphs short

If your copywriter didn’t do this for you (and they should have!): make sure to keep your paragraphs short and sweet.

😵‍💫 Nobody wants to read a wall of text like this:

Instead, break it up into bite-sized chunks (2-3 sentences per paragraph, max).

Yes, this probably goes against everything you learned in school… 

But writing a sales page is different from writing an essay for your English Lit class. 

With attention spans dwindling at an alarming rate, short, snappy paragraphs are the way to go when it comes to high-converting sales pages. 

Tip #3: Add some color contrast

Tell me: is this copy easy to read?

No, right? 

🎨 That’s because the color contrast between the text and the background is not sufficient. 

If you suspect that your current color palette might be putting you in a similar predicament, there are two things you can do:

1. Use a tool like WebAim’s Color Contrast Checker to explore different color combinations yourself, or
2. Book a session with a designer and ask them to help you adjust your brand colors according to the current web accessibility guidelines.

It’s a tiny tweak that can make a big difference–so try to get it sorted before your next launch if you can. 

Tip #4: Add supporting visuals

If your sales page is composed entirely of text (and maaaaaybe a couple of photos from your brand shoot): we’ve got a problem, Houston.

While sprinkling in images of yourself (especially around your bio section) is a great start, you need other types of visuals to guide your audience’s attention and keep them engaged.

➡️ There are two other types of visuals you should consider adding to your sales page: mockups and icons.

Mockups

A mock-up is a visual representation of your course materials, designed to give potential buyers a tangible sense of what they’ll receive. 

This could be:

• A laptop displaying your course dashboard
• A stack of beautifully designed PDF resources
• A phone + earbud combo to represent your private podcast

Including mockups on your sales page helps make your offer feel more concrete and “real”, even if everything is delivered digitally.

Icons

Icons can be a fantastic way to make your sales page more visually engaging (as well as easier to skim). 

They can help draw attention to key sections–like benefit lists, module breakdowns, or bonuses–without distracting from the copy itself.

If custom icons are out of your budget, don’t worry! You can find great free options on sites like Flaticon, or explore affordable icon packs on Creative Market.

Tip #5: Make sure there’s enough white space

In the design world, “white space”  (or negative space) refers to the empty areas around your website elements–like your text boxes, images, and buttons.

A good use of white space:

• Improves readability by giving your content room to breathe
• Guides your audience’s eye to the most important elements of your page
• Makes your sales page look clean, modern, and professional

Take a good look at your sales page. 

💭 Does it look like the copy has enough space to breathe? Or do things look a little too squished together?

(If you’re looking for examples, this article on the importance of whitespace has some pretty good ones.)

Remember: white space isn’t wasted space. It’s a key ingredient in creating a sales page that’s both beautiful and persuasive.

Your Next Steps

From properly aligning your text to adding enough white space, implementing these tiny sales page design tips can make a big difference in your conversion rate.

That said, if your sales page isn’t converting as well as you’d like, there could be other factors at play–like your messaging, offer structure, and, yes, copy. 

👋🏻 If you want some personalized advice on how to increase YOUR sales page conversions… My 60-minute Sounding Board Sessions might be right up your alley.

Think your online course sales page might need a little refresh in 2025? Well, you’re probably onto something.

Whether or not you’ve seen a dip in course sales over the last year or so, periodically updating your course sales page is just smart business. 

After all, the online learning landscape is always evolving–and your sales page should, too. 

A few strategic tweaks–like experimenting with the 3 sections I’m sharing in this post!–can help you stay ahead of the industry trends and update your online course sales page (without overhauling your entire sales funnel).

Wait… Do You Still Need A Sales Page For Your Online Course?

The trend of sending people straight to a checkout page has been around forever–and some coaches swear you don’t need to bother with sales pages at all. But is it true?

For most offers, I’d still recommend putting together a sales page–even if it’s just a simple Google Doc.

(For fancier options, check out these sale page designs by TONIC. #designheaven 😍)

Why? Because your audience is made up of different types of buyers.

While some will be happy to make the leap and hand over their hard-earned cash based on the connection they have with you, others will want to take a closer look at what you’re offering.

➡️ They’ll want to hear stories of the people you’ve helped, see proof of your results, and figure out how you measure up against the competition.

And the best place to give them all that information in one neat, persuasive package? Is still the good, ol’ online course sales page.

3 Must-Have Sections For Your Online Course Sales Page

1 | The Behind-The-Scenes Video

One of the best ways to get a “yes” from a potential buyer is to help them see exactly what they are getting.

For someone new to online courses, it can be hard to imagine what the learning experience will actually look like like. 

Will it feel like logging into their old college portal? How will they access the lessons? 

Others have been burned by the course creation industry before–receiving an AI-generated PDF after paying $500+ for a “custom” solution, realizing the entire course “portal” is just a bunch of half-finished Google Docs… The list goes on.

The bottom line? 

🤷🏻‍♀️ Chances are, many of your potential customers are feeling uncertain about what awaits them after they press the “Buy” button.

My favorite way to alleviate this uncertainty is to film a short, informal walkthrough video using software like Loom or KomodoDecks.

Here’s how to do it:

1. Open the back end of your course portal and hit “Record.”
2. Start with a warm, friendly intro: “Hey, friend! I wanted to give you a quick peek at the course portal to help you see what your experience will be like.”
3. Walk your audience through:

• What they will see when they log in
• What the orientation/onboarding process is like 
• Where they can find extra help if they need it

Then embed this video right on your course sales page.

It’s a simple but powerful way to build trust, alleviate anxiety, and show your audience exactly what they’re investing in.

2 | The Comparison Table

(Credit where credit is due: I initially learned about this tactic from Prerna & Mayank. Thanks, guys!)

Why should someone buy your productivity course when they can read a $15 book on the same topic? 

This is a great question–one that a comparison table can help you answer.

A comparison table lets you show how your course stacks up against other popular alternatives, like books, podcasts, and even other courses. It’s a great way to highlight the unique aspects of your course and make the value of it crystal clear.

You can ask your designer to make you one, or simply do a quick mock-up in Google Docs like this:

To get started, you will need to know what the most popular alternatives are in your niche.

Think:

• Books
• Podcasts
• Other courses

🙅🏻‍♀️ A word of caution: If you choose to make a direct comparison with another course in your niche, please be aware of the potential legal repercussions.

While specificity is king, the hassle–and the drama–might not be worth it.

3 | The Wall Of Love

After 7+ years in the online business space, my eyes tend to glaze over traditional testimonials like this:

They feel staged, overly polished, and… Well, to be honest, I just don’t want to read that much.

On the other hand, screenshot-style testimonials like this actually have a chance at grabbing my attention:

Now, I’ll admit, I still approach them with some skepticism. After all, almost anything can be faked these days (*cough cough* income claim screenshots *cough cough*).

But there is still an element of humanity and realness here that is not present in more traditional testimonial formats.

💌 While you can sprinkle these in thorough your sales page, I would also suggest creating a dedicated Wall of Love at the very end of your page (right before the final “Buy” button).

Simply stack 10+ of these screenshot-style testimonials–and voilà! 

You’ve just wrapped up your sales page on a high note (and probably earned yourself a few extra sales). 

BONUS: One Section To Remove From Your Online Course Sales Page

You know the “This is for you/this is not for you IF” section everyone loves to include on their course sales pages?

Most of them are… Well, terrible. 

“This is not for you if you don’t want to make $20K this month” <<< No, Josh. 

If you are going to keep this section around, make sure the bullet points you use actually mean something. Be as specific as possible. 

Ask yourself: 

What kind of person would actually get the most out of my course? And what kind of person would struggle to implement it?

💡 Some good ones include:

• This is for you if you already have a full-time employee (or a subcontractor you love to work with!)
• This is not for you if you haven’t made your first $1000 yet–a beginner course might suit you better
• This is not for you if your current season of life does not allow you to dedicate 1-2 hours a day to the implementation of this course

If you can’t get that specific? Maybe nix this section for now to avoid potential eyerolls (and lost sales).

Your Next Steps

Time to take action! Try adding one (or more!) of these sections to your existing online course sales page to see how it affects your conversions.

Remember, even the smallest tweaks can make a big difference in how your audience perceives your offer (and whether they hit the “Buy” button).

👋🏻 And if you want a little help zhuzhing up your page? Book a 60-minute Sounding Board Session with yours truly. 

Are you a course or digital product creator curious about the Google Doc sales page trend that’s been making the rounds in the past few months?

(Pssst: This isn’t the first time this strategy has popped up… And it probably won’t be the last!)

In this post, I’m breaking down the what’s, how’s, and why’s behind the “Google Doc as sales page” strategy–and showing you how to use it for your next digital product launch.

If you’ve ever felt overwhelmed by the tech-y side of launching, this no-fuss approach could be right up your alley. 

How A Google Doc Sales Page Differs From A “Regular” Sales Page

The secret’s right there in the name: it’s a sales page… Delivered via a simple Google Doc. 

Instead of hiring a designer or wrestling with a DIY funnel builder, you write the page, format it, plop it into a shareable Google Doc, and send it straight to your audience.

The biggest difference, IMO? The presentation. 

A Google Doc sales is inherently more informal, which means you can (and should!) loosen up a bit when it comes to following strict copy formulas or templates. 

💌 These pages often feel more like a letter to a friend you penned on your lunch break–warm, conversational, and a little silly.

“Hey, I made this thing!! Wanna check it out?”

And speaking of silly… Google Doc sales pages are the perfect place to lean into GIFs, memes, and other playful elements that might look out of place on a traditional website.

The Money-Making Benefits Of A Google Doc Sales Page

It’s unexpected

Even though this strategy has made the rounds a couple of times during my seven years in the online business space, it has never become mainstream enough to feel boring.

For most people, a Google Doc will be a refreshing shift away from the expected medium (yet another polished web page).

That element of surprise can help you break through the “been there, done that” feeling and make your audience more receptive to your message.

It shows your human side

🤖 In the age of AI, being undeniably, unapologetically HUMAN matters.

A Google Doc sales page is a little rough around the edges–which is exactly what we want if we want to show your audience that you are a human, not a robot.

It’s FUN (for everyone)

My favorite part of Google Doc sales pages is the amount of GIFs and memes you are allowed to use while writing them.

While you might be able to sneak one GIF onto a traditional sales page without it looking out of place, a Google Doc lets you go all out.

➡️ Swap out a “proper” headline for a funny GIF, turn your customers’ troubles into relatable memes, share an inside joke (or five)… The sky really is the limit here.

It’s cheaper

While you might still want to bring in a copywriter to write your sales page (hi, it’s me!), you probably don’t need a designer for this one–or you might only need them for an hour or two to get the formatting juuuuuust right. 

💰 Either way, you could save anywhere from $2K to $5K–which you could then use to drive traffic to your funnel (or take a dreamy Nancy Meyers-inspired vacation this summer–#iykyk).

(P.S. If I were to write your sales page, it would come pre-formatted with your fonts, colors, and logos… So you’d be able to send it off to your peeps straight away.)

When To Use A Google Doc Sales Page

A Google Doc sales page is not right for every launch. I love them for:

• Launching NEW products (especially if you’re still in the process of creating them)
• Launching “special editions” (e.g. live rounds) of existing courses
• Promoting affiliate offers (when you want to provide a little extra context before sending them to the “main” sales page)

However, I wouldn’t scrap your signature course sales page for a Google Doc just yet. 

While these Google Docs can be super fun, they also have a certain air of impermanence about them. 

🖋️ If you’re launching something you want to be a cornerstone of your business for years to come, it’s still worth investing in a polished, professionally designed sales page.

Finally, there are some buyers who will not appreciate this strategy at all. 

If your ideal client values traditional professionalism and polished presentation, tread carefully: a Google Doc might feel too casual for their taste.

In this case, you might be better served by customizing one of TONIC’s stunning sales page templates instead.

How To Use A Google Doc Sales Page In Your Next Launch

Formatting is king

Just because you’re using an easy-breezy Google Doc as your sales page, doesn’t mean you can be careless with your formatting.

The way your page looks still sends a message–even if it’s not the ultra-polished, corporate version of professionalism we’re often told to aim for. 

🫶🏻 A well-formatted Google doc can signal thoughtfulness, care, and professionalism in a way that feels both authentic and approachable.

A few tips to make the formatting look good:

• Use H1, H2, and H3 styles to create a clear headline hierarchy
• Stick to a font size of at least 16 px (no squinting allowed!)
• Left-align your text (centered text can be hard to read)
• Use dividers to separate different sections from one another
• Bold & italicize strategically (e.g. to make your FAQ questions stand out)
• Use your brand colors for headings and link text
• Add your logo (or the program logo) to the header/footer

Make use of the header & footer

The header & footer sections of your Google Doc will be visible on every single page–so you’d better make them work hard for you.

Here are a few ideas for what to include:

• The program logo (a pop of color would be cool)
• Program name + date reminder
• # of spots remaining
• A link to get in touch with questions
• A link to the checkout page (duh)

Here’s an example of a pretty decent header section:

Add some GIFs

Everyone loves a good reaction GIF, am I right?

GIFs add personality, humor, and a touch of whimsy to your page–something that’s harder to pull off on a traditional sales page without looking out of place.

🥳 Here are a few ways to incorporate GIFs into your page:

• Use a GIF of yourself smiling & waving in the hero section
• Use a reaction GIF from your fave TV show in the “problem” section
• Use a GIF to showcase the “dream state” your client will experience 

As a general rule, you can use 1 GIF per 2-3 pages of content. 

This will help you maintain a fun and engaging tone without becoming gimmicky. 

(Wondering where to find some GIFs for your sales page? GIPHY will sort you out.)

Lighten up with a meme

Memes are a fantastic way to add humor and relatability to your sales page.

They let you gently (!) poke fun at the struggles your audience is facing, making them feel seen, heard, and understood–while also giving them a good laugh.

For example, you could use the Distracted Boyfriend meme to illustrate “Shiny Object Syndrome” that many business owners struggle with.

The Two Buttons meme would be perfect for highlighting a common dilemma facing your audience (while positioning your course as an obvious third option).

🙅🏻‍♀️ A word of caution: Be careful with these your course deals with a lot of sensitive or emotionally charged topics. In some cases, humor can come across as dismissive and end up alienating your audience.

Take some risks with your copy

Instead of starting off with a program name, try a riskier headline.

🍷 What would you say about your program if you were two wine glasses deep with your business bestie?

Start with that.

Here’s an example:

• Safe headline: The Sales Page Formula // Write a sales page that converts like crazy–in less than 3 days
• Risky headline: If you’d rather *chomp* eat a pair of jeans *chomp* that write your sales page… You’re in the right place, boo. 

Don’t forget to cover the basics

Okay, okay, I know you’re having a blast with all the GIFs and memes–but you still have to cover the basics.

That includes:

• What the offer is
• What’s included (modules, calls, etc.)
• Pricing + payment plan options
• FAQ

A bio would also not be amiss, especially if you plan to present this page to people who are not on your email list. 

Your Next Steps

And there you have it! Everything you need to know to get started with the “Google Doc as sales page” strategy. 

👋🏻 But just in case you’d rather eat a pair of jeans than write your own sales copy… Leave those Abercrombies alone–and hire me to write your next (Google Doc?) sales page instead. 

My weekly money date routine has become one of my favorite workweek rituals as a small business owner.

This weekly ritual gives me the opportunity to pause, breathe, and take stock of where things stand in my business–financially and otherwise. 

Whether I’m reviewing invoices, tracking expenses, or just marveling at how far my business has come, my weekly money date routine helps me quiet my anxious mind and stay focused on my goals. 

💡 If you want to feel inspired to tackle your money goals, too, keep reading! I’m sharing the exact steps of my weekly money date routine below.

Why You Need A Weekly “Money Date” Routine As A Small Business Owner

If I could go back to 7 years ago when I started freelancing and tell my baby business owner self one thing, it would be this:

Get in the habit of looking at your money.

If we don’t look at our numbers regularly—both business and personal–things have a tendency to start feeling a bit… Wobbly. 

🤷🏻‍♀️ It’s easy to assume we’re doing worse than we are–or to start making investments we can’t actually afford. (Hello, $2500 course I had no business buying!)

Plus, when you don’t have a clear idea of how your tasks correlate to your cash flow, the daily grind of being a small business owner can make you feel a bit… Apathetic. 

(Why am I doing this again? Should I go get a “real” job after all?)

The truth is, money feels a lot less intimidating (and a lot more fun!) when you build a relationship with it.

And that’s what this weekly “money date” routine is all about.

How To Make Your Weekly Money Date Feel More Approachable

Look, I get it–examining your “money stuff” can feel uncomfortable at times.

There’s often a lot of shame, guilt, and general ickiness associated with looking at your numbers, especially if it’s been a while since your last check-in. 

That’s why I strive to do everything in my power to make this experience as pleasant and serotonin-filled as possible.

For starters, rather than trying to squeeze it in between client work and marketing my own business during the week, I try to do my money date on the weekend (usually on Saturday).

When it’s time to sit down and look at my numbers, I bring out all the stops:

• My favorite candle,
• The expensive Pendleton blanket I received as a graduation gift
• A huge cup of coffee (duh) with the good milk

Most of all, I take the pressure off. 

I have this mantra written down on top of my weekly money date routine checklist:

“Money requires attention, not perfection.”

This practice is not about becoming the undisputed master of your P&L sheet–or forcing yourself to do copious amounts of shadow work to heal your deepest money wounds. 

🤍 It’s about showing up, exactly as you are, and working through the stuff that feels wobbly or challenging. 

And if you can just do that? Trust me, you are doing enough.

My Weekly “Money Date” Routine As A Small Business Owner

Step #1: Setting the mood

First, I find a quiet, comfortable place to do my Money Date. Usually, it’s my desk–but sometimes I like to switch it up by setting up camp at the kitchen table.

✅ I make sure to gather all the things I’ll need ahead of time: my phone, laptop, and iPad, as well as a notepad and a pen.

Then, I put some effort into creating a cozy ambiance by grabbing a blanket, lighting my favorite candle, and picking a soothing playlist. 

If I feel like I’ll need some extra positive vibes for this, I will play a reiki video on my second monitor and listen to positive affirmations on YouTube while I go through my money routine.

Step #2: Review business finances

The first “proper” step of my weekly money routine is dealing with the business side of my finances.

I start by updating my YNAB business account (my budgeting tool of choice–I use it both for business and personal), as well as my “official” accounting spreadsheet. 

Then, I pull together every single receipt from that week, as well as any invoices that got paid, and place them into my Receipts folder. 

(You may not need to do this if your country has different financial reporting requirements.)

✏️ I rename and organize them according to my internal naming system–which I’ve finally stopped fiddling with (I think).

I also check if all the invoices that should have been paid up have been–although that’s not much of a concern as my project management software (HelloBonsai, for those curious) sends out automatic reminders for any overdue payments. 

Next comes the fun part where I:

• Allocate any available funds according to Profit First principles
• Review my expenses (anything that’s not needed right now?)
• Pay myself by transferring $$$ to my personal bank account

I wrap up this step by tackling any money-related calls or emails that are on my list.

Step #3: Review personal finances

Now that I’ve paid myself, it’s time to move over to the personal side of this weekly money date. 

Just like before, I start by updating YNAB to make sure my account information is up to date.

💰 I allocate any new money that’s come in, immediately adding 10% of what I’ve made to my savings bucket. 

Similar to the business side of things, this is when I review any unexpected expenses and look into whether there’s something that needs to be cut. 

(I’m merciless about canceling subscriptions I don’t use. Bye, bye, Netflix!)

If it’s the end of the month, I will also:

• Add money to my retirement account
• Add money to my investing account
• “Spend” my charity budget by donating to a cause that matters to me

Finally, if I need to make a money-related call or fill out any paperwork, I will do it at this time. Money-related convos with The Husband also fall under this category.

Step #4: Reflection time

After I’ve gotten a good look at the state of my finances, both business and personal, I will move on to the reflection step of my weekly money date routine.

This is a super important step for me as, in the past, I’ve often found myself in “avoidance mode” when it comes to money.

Back then, if I did manage to go through my YNAB routine, I would often do it as quickly as possible, trying to avoid any emotional pain or shame associated with the task.

🔍 Now, I take the time to look–really look–at what’s going on with me & money, both “in the real world” and on an emotional/spiritual level.

To that end, I have a spreadsheet with a series of questions that I answer every week.

In this spreadsheet, I track:

• The current amount of money in my personal, business & investment accounts
• What am I grateful for when it comes to money? What did money help me do this week?
• What can I do next week to improve my relationship with money?
• How much money do I want to bring in this upcoming week? What do I want to use it for?
• What are some ways I could bring in that money?

It’s fun to look back on how my relationship with money (and my bank account balance) has changed since I adopted this routine last August.

Step #5: A touch of magic

This step is entirely optional. I don’t do it every week, and you can totally skip it if it doesn’t resonate with you.

If I’m feeling extra wobbly when it comes to money–or if I’m shooting for a goal that feels a bit out of reach–I like to bring in a little magic/intuition into the process.

🔮 Sometimes I’ll do this by checking in with the astrology of things. 

What’s my 2nd House Saturn up to these days? Are there any current transits I should pay attention to when it comes to my finances?

Other times, I will grab my journal and tune into my intuition. 

Are there any old money fears or stories coming up? Perhaps my subconscious has some advice for me?

Sometimes the answers I receive this way are much more valuable and poignant than the ones I could get from a spreadsheet. 

If logic alone is not cutting it for you, either, I’d encourage you to try adding a touch of magic–through astrology, Tarot, or maybe some EFT tapping–to your weekly money date routine. 

Step #6: Learn something new

I like to learn a little something about money every week, so my first task here is reading a chapter of a money book. (Financial Feminist by Tori Dunlap is one of my recent favorites, btw.)

If I have the energy for it, I also like to do some work from Denise DT’s Money Bootcamp program. 

I’ve been a member for 5+ years and it’s honestly been one of the best (if not the best) business investments I’ve ever made. 

Every time I go through it, both my financial situation and my attitude about money improves. It’s like magic!

(Speaking of which, I’m probably due for another round right about now…)

Finally, I will ask myself if there’s something specific I need to learn about money right now.

📖 I don’t put pressure on myself to start learning–just add it to a list I keep on my desktop so that I can begin working on it when my brain is ready.

Step #7: Wrap up on a positive note

I like to wrap up my weekly money date by recognizing and celebrating any progress I’ve made, including improved knowledge about money matters.

Even if my bank account balance has gone down instead of up (which totally happens sometimes!), I can feel proud of showing up for myself and my business this way.

✨ If I have a little extra time that day, I also like to wrap up with a little positive meditation from YouTube (or the aforementioned Money Bootcamp program).

The One Money Tool I Couldn’t Live Without

I already mentioned YNAB (You Need A Budget) earlier in the post–but it’s worth a repeat mention.

I first discovered YNAB during the pandemic.

My business was making quite a lot of money–more than I was used to–but I was also playing fast and loose with my “investments.”

🤦🏻‍♀️ Sometimes I would check my bank balance wondering if I’d make the next payment on that mastermind payment plan before my next project fee came in. (Yikes.)

YNAB really changed that for me. 

Now I know exactly what each one of my dollars is doing–and the $100-ish yearly fee is soooo worth it for me.

You can use my referral link to get a free month of YNAB here (and snag me one in the process, too–thank you very much!).

Your Next Steps

Do you have a weekly money date routine? 

If you are a small business owner like me, I would strongly encourage you to set one up for 

yourself. The peace of mind this weekly ritual gives you is incredible.

👋🏻 And if you’d like some help doing that? You can always book a 60-minute Sounding Board Session with me to talk through all the wobbly bits. 

(I *have* been doing this business thing for almost 7 years, after all.)

There are some common welcome email sequence mistakes I see both new and seasoned course creators make—over and over again.

From missing out on connection opportunities to being too afraid to pitch any paid products, these welcome sequence mistakes can cost you engagement, trust, and, ultimately, sales.

The good news? Most of these mishaps are easy to fix one you know what to look out for.

In this post, I’m breaking down the most common welcome sequence mistakes course creators make–plus, how to avoid them so that you can get the most out of your lead magnet.

Welcome Email Sequence Mistake #1: Not following up with RELEVANT content

One of the biggest welcome email sequence mistakes I see? Not following up with relevant content after you’ve delivered your freebie.

As much as I love being efficient & telling my clients to repurpose their content as much as possible…

If you want to grow your business as a course creator, relying on a single generic welcome sequence (that you use for every freebie) is a missed opportunity.

Here’s the thing: 

💡 When someone downloads your freebie about XYZ, they are actively looking for help with XYZ–not the 54 other awesome things you do in your business.

(That doesn’t mean they won’t be interested in those things later. Serendipity is a wonderful thing, and you never know how someone’s purchasing journey may unfold.)

Right now, your new subscriber is hyper-focused on this ONE problem–and you can use it to your advantage.

If you want to maximize your conversions, your welcome sequence needs to double down on the topic they are focusing on.

• Got an SEO checklist? Follow up with a list of blog posts on beginner SEO + a mini course all about launching a new site. (Your business coaching services can wait!)

• Someone grabbed your meal prep guide for busy moms? Keep the momentum going with a list of must-have kitchen tools for time-strapped parents.

This will help you (like my mentor Lizzy likes to say) “swirl people deeper into your ecosystem” and stop them from getting distracted by other shiny offers.

After all, if you’ve already got the answers they need… Why should they spend their energy looking for someone else?

(Psst: Don’t have a welcome email sequence yet? Use this welcome email formula to get started.)

Welcome Email Sequence Mistake #2: Not setting clear expectations

Your business is not a charity.

And yet, plenty of course creators (my clients included) regularly get emails from people feeling shocked–offended, even–about being sold to. 

(“Sorry, was I loud? In my own house that I bought? With the songs that I wrote? About my own life?” 🙄)

These sorts of replies truly boggle my mind. 

Thankfully, we can minimize interactions like these by setting clear expectations in our welcome sequence.

Moving forward, I encourage you to include an email that sets clear expectations for how often you’ll be showing up in their inbox + with what types of content (free stuff, paid stuff, all the things).

This doesn’t have to be an aggressive “get off my list if you don’t like this!! 😡” kind of email.

Simply being open about what your new subscribers can expect will go a long way.

If you don’t want to dedicate an entire email to this, a quick note like this will do the trick:

And if that’s too much for someone? They probably weren’t your ideal client anyway.

The people who stay on your list after reading this will know what to expect (and will be more open to receiving a sales email here and there).

Welcome Email Sequence Mistake #3: Waiting too long to sell

You know what’s a great way to establish expectations about selling? Selling something right away. 

It could be in the second email of your welcome sequence, or the fifth.

Whatever works for you.

🫣 If you are feeling a little shy about it, a simple P.S. in one of your welcome sequence emails will do the trick:

“P.S. Loved this <FREEBIE NAME>? You’ll probably love my <PAID OFFER NAME> even more. It’s got everything you need to help you <HOW IT SOLVES THEIR PROBLEM>. Check it out here.”

And if you’re ready to go all in? 

Finish your welcome sequence with a full-blown sales email about your signature offer.

Trust me, you won’t scare the right people away by doing so.

Welcome Email Sequence Mistake #4: Not encouraging replies

As your course creator business grows, you may be tempted to start automating everything–from lead generation to content creation, to customer support.

For most things, automation is a lifesaver.

🤷🏻‍♀️ But you can’t automate human connection. Not really, anyway. (Don’t come at me, AI girlies.)

Encouraging people to reply to your welcome emails is a great way to make sure you stay intimately connected to your email list.

It’s the perfect opportunity to ask them what they’re struggling with, or simply establish rapport by bonding over your favorite movies/Instagram productivity gurus.

If nothing else, do this to get into Google’s good graces. 

Getting replies from people will help keep your emails out of the Promotions tab (or worse–the dreaded Spam folder).

Welcome Sequence Mistake #5: Not segmenting your audience

Alright, if you are new to the course creation game and super overwhelmed by All The Things–skip this step. It’s okay. 

But if your business is growing (think: approaching the six-figure mark), it’s time to start segmenting your audience during your welcome sequence.

🤯 Not every single person on your list is looking for the same things. 

Your audience might have different interests, or be at different points in their journey (e.g. a beginner painter vs someone who’s been doing it for years).

It’s worth finding a way to send different content to each of these groups of people, don’t you think?

You can do that by using one of your welcome sequence emails to ask your new subscribers what THEY want to hear more about.

You could also ask them to specify:

• The stage of business they are at
• Their business model (e.g. service provider or course creator)
• Favorite types of content (e.g. blogs vs TikTok videos)

Simply come up with 3 options for them to choose from and ask them to click the right link.

(Kit, my email marketing platform of choice, will let you do this quite easily through something nifty little feature called “link triggers.”)

Your Next Steps

Take a quick look at the way you currently greet your new subscribers.

Are you making any of these welcome email sequence mistakes?

Could you…

• Send them more relevant content?
• Set clear expectations about selling?
• Ask them what they want to hear more about?

Think about it.

👋🏻 And if you want some help zhuzhing up your current welcome sequence, book a 60-minute Sounding Board Session with yours truly.