Your course descriptions are the single most important content on a training provider’s website. This copy will have the power to draw potential students in, or drive them away. This artile is designed to give you a starting point making course descriptions that drawn your potential students in.

Example course description

Conversational French Image

Conversational French

Do you dream of strolling down the avenues in Paris, pausing to order a coffee before a trip to the galleries?

Our Conversational French course provides you with language training purchasing, transportation and finding your way around in a French-speaking environment, to give you the confidence to take full advantage of every opportunity on your trip.

If you are planning to travel to a France or a French-speaking country, this course is the perfect way for you to prepare for your trip, and meet like-minded explorers.


Ten weeks

What you need to bring

All necessary equipment will be supplied. If you have a Smartphone, then you will have access to the mobile app.

What we provide for you

Workbook and mobile app to support your learning throughout the week.

Prior learning

No previous French study is necessary.

Breakdown of the components

Part 1 - The Aspirational Statement

Length: one paragraph

What you need: Like an elevator pitch , an aspirational statement is a short pitch to sell the ideal, or ‘dream’, of the course.

Most of your attention should be put into crafting this paragraph, as this is the text that will appear in your course list and search results, and is the most likely text to be in your search engine result. Keep your buyer persona firmly in mind when you write it.

Copy: A great first impression that highlights the unique selling points. It should be exciting and engaging.

Visual Language and Images: Make sure the ‘theme’ of this statement is reflected in your images. Thumbnails are easy to add in onCourse, but a hero image would be better.

Part 2 - Benefits or value proposition

Length: 1 - 2 paragraphs

What you need: What is the benefit the student. What skills, future employment or license (e.g. White Card), would the get from this course?

Copy: be concise and factual, but enticing. A useful technique is to highlight a feature and showing how it would benefit the student.

Visual Language and Images: If a physical object is produced (i.e. Artwork) in the class, add an image of the object, for skills, add an image that shows the skills in practice or experiences gained using those skills.

Part 3 - Buyer Persona

Length: 1-2 paragraphs

What you need: The buyer persona is the student you have in mind when you write your course description. Students, particularly those ‘just browsing’, will respond better when they can see themselves reflected in the course.

Copy: The key is to include a description of the buyer persona that makes it clear who your target is, without saying who they aren’t.

In the example, those ‘planning to travel to a France or a French-speaking country’, are most probably couples 35-50, but could also include a 70-year-old retiree taking the trip of a lifetime, or 22-year-old on their gap year.

Unless there is a specific age or gender requirement (i.e. Boys Tennis for ages 10-12), you should avoid words or phrases that may indicate age or gender.

Visual Language and Images: Match the images to the buyer persona - if the buyer persona is retirees, models or object in the image should reflect that demographic.

Part 4 - Course Details and Further Information

Length: one paragraph or one bullet point list per section

What you need: This is the ‘nuts and bolts’ set up and deliver and should include anything a student needs to know before they enrol, such as

  • entry requirements or pre-requisites
  • materials supplied
  • materials the student must supply - if you’re selling the materials, make sure to have them as a product and relate them to the course
  • process needed to enrol (Funding Eligibility etc.)

Copy: Information not persuasion. You need to be concise and direct. We encourage providers to standardise this section, so you’ll know what include. It will also create some consistency with other descriptions.

Visual Language and Images: Generally you would not have images here. The bulk of your copy is in this section, so formatting is essential to break the text up. Avoid a block or ‘wall of text’, and have some ‘white space’ between sections. Subheadings, bullet points, numbered list, etc are all excellent tools.

This kind of formatting is super easy when you use our Rich Text guide.

The onCourse integration automatically does a lot of this for you.

We bring across as much the course/class information as is feasible, particularly details that will change based on the individual class. Things that onCourse includes:

  • Price
  • Class start date
  • Session time and length
  • Discounts
  • Venue
  • Places remaining in the class
  • Waiting lists
  • If select, the tutor name and link their resume

These items are standard with the onCourse integrated website templates. If you do not use the integrated website, or have a custom website design, these features may be hidden or inactive. You can learn how to add images or videos to your onCourse course descriptions here.