I remember the first time I hosted a webinar to sell my online course. I was nervous. What if nobody showed up? What if I messed up? But as the session went on, I saw the chat buzzing, people engaging, and by the end—sales rolling in. That’s when it hit me: webinars aren’t about selling, they’re about connecting.
If you've created an online course but struggle to get sales, a webinar could be the missing piece. It lets people experience your teaching style, see the value of your course, and build enough trust to buy—often on the spot. Done right, a webinar can turn curious viewers into paying students.
In this article, you’ll learn:
- How to structure a webinar that sells—without sounding salesy
- The best ways to keep attendees engaged from start to finish
- How to create urgency and close more sales with confidence
Let’s get started.
Why Webinars Work for Selling Online Courses
Imagine you’re choosing a new coffee machine. You could read a hundred reviews, compare specs, and hope for the best—or you could watch a live demo where a barista shows you exactly how it works, answers your questions, and offers a discount if you buy today. Which would you choose?
That’s exactly why webinars work so well for selling online courses. People don’t just want to read about your course. They want to experience it—see your teaching style, ask questions, and feel confident before they buy.
Here’s why webinars are so effective:
1. Live Interaction Builds Trust
When people can see and hear you in real time, they feel connected. They see that you’re a real person, not just a sales page.
Trust is key when selling anything online. If someone’s investing in your course, they need to believe you can actually help them. A webinar gives them that proof.
Example: Let’s say you teach digital marketing. Someone might think, “This sounds great, but what if I don’t understand the strategies?” In a webinar, they can ask you directly, get instant clarity, and feel reassured.
2. You Demonstrate Your Expertise
People are sceptical. There are too many overpriced courses that overpromise and underdeliver. A webinar proves you know your stuff before asking anyone to buy.
By teaching something valuable in your webinar, you show people what they can expect from your course. If they get a win from your free content, they’ll trust that your paid content is even better.
Example: If you sell a photography course, your webinar could be “How to Take Pro-Level Portraits with Any Camera.” Someone follows your tips, takes a great photo, and thinks, “Wow, if I learned this in 40 minutes, imagine what’s in the full course.”
3. People Feel Committed After Investing Time
Ever sat through a film that wasn’t great, but you stuck with it because you’d already watched an hour? That’s called the sunk cost fallacy—and it applies to webinars, too.
If someone spends 45 minutes learning from you, they’re already invested. They’re far more likely to take the next step and buy your course.
4. Urgency Drives Action
People procrastinate—especially when spending money. A webinar lets you create urgency, so they take action now rather than “thinking about it.”
Without urgency, people hesitate. They tell themselves they’ll buy later, but later never comes. A well-structured webinar includes limited-time bonuses, discounts, or enrolment deadlines to encourage instant decisions.
Example: “If you enrol in the next 24 hours, you’ll get an exclusive bonus module on advanced editing techniques.” Suddenly, people have a reason to buy now.
The Perfect Webinar Structure to Sell Your Course
A great webinar isn’t a lecture—it’s a carefully planned experience that moves people from curious to convinced. Every section has a purpose, and every word builds momentum towards the sale but also share value with your attendees.
Here’s how to structure your webinar for maximum engagement and conversions.
1. The Hook (First 5 Minutes)
People decide within minutes whether they’ll stay or leave. Grab their attention fast.
- Start with a bold statement, question, or statistic.
- Example: “90% of online courses never make money. Let’s fix that today.”
- Tell them exactly what they’ll learn.
- Example: “In the next 40 minutes, you’ll discover how to fill your course with eager students—without spending a fortune on ads.”
- Share a short, relatable story.
- Example: “I launched my first course expecting instant sales. Instead, crickets. Then, I ran a webinar, and everything changed.”
Why this works: People need a reason to stay. A strong hook makes them curious.
2. The Value (20-40 Minutes)
This is where you teach something valuable—but not everything. Your goal is to create belief, not overload people with information.
- Solve a specific problem related to your course.
- Example: If your course is about copywriting, teach “How to Write Headlines That Triple Clicks.”
- Keep it simple—one key idea, 3-5 actionable steps.
- Information overload kills sales. Give them quick wins instead.
- Use stories, case studies, and examples.
- People remember stories, not slides full of bullet points.
Why this works: Teaching builds trust. If they learn something useful, they’ll want more.
3. The Transition (5-10 Minutes)
Now, smoothly shift from teaching to selling. The trick? Make it feel natural.
- Highlight the gap.
- Example: “Now you know how to write great headlines. But headlines alone won’t make you money—you need the full copywriting system.”
- Introduce your course as the next step.
- Example: “That’s exactly what my course gives you: a step-by-step system to land high-paying clients.”
- Share success stories.
- Show how your course has transformed other students.
Why this works: People buy solutions, not products. Show them what’s missing, then offer the solution.
4. The Offer (10-15 Minutes)
Now, make the sale. Be clear, confident, and compelling.
- Show exactly what they get.
- List the modules, bonuses, and any extra perks.
- Reveal the price and add an exclusive webinar offer.
- Example: “Today only, get £100 off plus a bonus coaching call.”
- Create urgency.
- Example: “This offer expires in 24 hours—after that, the price goes up.”
- Handle objections.
- Address common concerns: “What if it doesn’t work?” “What if I don’t have time?”
Why this works: People need clarity before they buy. Make the offer irresistible.
5. The Close (Last 5 Minutes)
End strong and tell them exactly what to do next.
- Summarise the benefits of your course.
- Example: “In just a few weeks, you’ll have a profitable online course with paying students.”
- Remind them of the deadline.
- Example: “Remember, the discount and bonus coaching call expire tomorrow at midnight.”
- Give a clear call to action.
- Example: “Click the button below to enrol now.”
- Stay for a short Q&A.
- Answer common questions to remove doubts and push hesitant buyers over the line.
Why this works: A strong close reinforces urgency and makes it easy to buy.
How to Keep Attendees Engaged
Getting people to sign up for your webinar is one thing. Keeping them engaged until the end—where you actually make the sale—is another challenge entirely.
People have short attention spans. If your webinar drags, they’ll check their phone, open another tab, or worse—leave. You need to keep them hooked from start to finish.
Here’s how:
1. Start Strong and Set Expectations
The first five minutes are critical. If people don’t feel instantly engaged, they’ll drop off.
- Open with a bold statement, question, or story.
- Example: “Most people waste hundreds on ads that don’t work. Today, I’ll show you why.”
- Tell them exactly what they’ll learn.
- Give them a reason to stay.
- Example: “At the end, I’ll be sharing a special bonus for attendees only.”
2. Make It Interactive
If your audience just sits and listens, they’ll get bored. Keep them involved.
- Ask yes/no or opinion-based questions in the chat.
- Use live polls to get quick feedback.
- Encourage people to type answers in the chat.
Example: “Type ‘YES’ in the chat if you’ve ever struggled to get course sales.”
3. Tell Stories Instead of Listing Facts
Stories keep people emotionally engaged. Facts alone don’t sell—feelings do.
- Share personal experiences related to the problem.
- Talk about students who got great results from your course.
- Make it relatable, not just informative.
Example: Instead of saying, “Webinars increase sales,” tell a story of how your first webinar changed your business.
4. Keep Slides Visual and Simple
Nobody wants to read text-heavy slides while listening to you talk.
- Use images, diagrams, or bullet points—not paragraphs.
- One clear idea per slide.
- Keep transitions smooth—no sudden topic jumps.
5. Break It Up Every 5-10 Minutes
People lose focus if they listen too long without interaction.
- Switch between teaching, storytelling, and engagement.
- Drop in quick recaps: “Here’s what we’ve covered so far.”
- Use pattern interrupts—something unexpected to regain attention.
6. Create Curiosity and Open Loops
A great technique from TV shows: leave something unanswered to keep people watching.
- Example: “Later, I’ll share the one mistake that kills course sales—stay with me.”
- When you get to that part, tease the next insight.
If you follow these steps, more people will stay until the end—where the sales happen.
Want a deeper guide on keeping people engaged? Read my detailed post.
Creating Urgency to Increase Sales
People procrastinate—especially when spending money. They tell themselves they’ll “think about it” and never come back. Your job is to give them a reason to act now.
Urgency works because it creates fear of missing out (FOMO). If people feel they’ll lose something valuable, they’ll make a decision faster.
Here’s how to create urgency without being pushy:
1. Time-Sensitive Bonuses
People love free extras, but only if they’re actually valuable. Offer a bonus that disappears after a set time.
Example:
- “Enrol in the next 24 hours and get a free coaching call.”
- “Join today and get my exclusive content marketing strategy pack.”
2. Limited Spots
If you offer live coaching, feedback, or support, limit the number of enrolments. Scarcity makes people act faster.
Example:
- “Only 10 spots available for my private feedback group.”
- “First 20 students get personalised email critiques.”
3. Price Increases
Tell them if the price is going up soon. Nobody wants to pay more later.
Example:
- “The course is £297 today, but after this webinar, it goes up to £397.”
- “This is the lowest price you’ll ever see—tomorrow, it increases.”
4. Limited-Time Discounts
A temporary discount makes the offer irresistible. Just make sure it’s real—people see through fake urgency.
Example:
- “Exclusive £100 discount for webinar attendees—expires in 24 hours.”
- “Use code ‘WEBINAR50’ at checkout for 50% off—offer ends tonight.”
5. Social Proof & FOMO
Show people others are taking action. If they see people enrolling, they’ll want to join too.
- Display recent sign-ups: “Emma just joined from London!”
- Share testimonials live: “Look at what one of my students said yesterday!”
- Mention how many people are watching: “There are 200 of you live right now!”
Urgency works best when it feels genuine, not forced. Give them a reason to act—and they will.
The Follow-Up: Maximising Sales After the Webinar
Not everyone buys on the spot. Some people need a little extra push—and that’s where follow-up emails come in.
A well-planned email sequence can double your sales after the webinar. Here’s what to send:
1. Replay Email (Sent Immediately)
Many attendees will miss part of the webinar or want to rewatch it. Send a replay link right away.
Subject: “Missed the webinar? Watch the replay now (limited time!)”
Keep it short:
- Link to the replay
- Reminder of the special offer
- Time left before the deadline
2. Objection Handling Email (Sent the Next Day)
Some people hesitate because they have doubts. Address them head-on.
Subject: “Still unsure? Let me answer your questions”
In the email:
- Answer common objections (e.g., “What if I don’t have time?”)
- Highlight success stories from past students
- Reassure them with a money-back guarantee
3. Final Reminder Email (Sent a Few Hours Before the Deadline)
People delay decisions until the last minute. A final email reminds them to act before it’s too late.
Subject: “Last chance! The offer closes in a few hours”
Keep it urgent:
- Remind them of the offer (discount, bonuses, deadline)
- Tell them exactly what to do (click the link and enrol)
- Use a countdown timer if possible
Example:
- “Only 3 hours left! After that, the price goes up and the bonuses disappear.”
Bonus Tip: Personal Follow-Ups
For high-ticket courses, send personal messages to attendees who engaged but didn’t buy. A short email or DM can seal the deal.
Example:
“Hey [Name], I saw you were really engaged during the webinar. Do you have any questions about the course? Let me know—I’d love to help!”
Final Thought
Webinars don’t end when the live session does. The right urgency tactics and follow-up emails will turn hesitant viewers into paying students.
Final Thoughts
Webinars work because they connect, educate, and convert. They let people experience your teaching, build trust, and feel confident about buying your course.
To make your webinar sell:
- Follow a proven structure – Hook your audience, deliver value, and smoothly transition into the offer.
- Keep attendees engaged – Use stories, interaction, and visual slides to hold attention.
- Create urgency and follow up – Give them a reason to act now, and remind them after the webinar.
The best part? Webinars don’t just sell your course once—you can reuse the recording to generate sales on autopilot.
Your next step: Pick a date, outline your webinar, and start promoting it. Your next wave of students is waiting!
Sarah x
