A practical guide to building and launching an online course, from topic validation and curriculum design to recording, pricing, and student support.
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Topic Validation
Identify a skill you can teach that people actively search for solutions to
Check search volume for phrases like 'how to [your skill]' and 'learn [your skill].' Topics with 1,000-10,000 monthly searches have enough demand without overwhelming competition.
Survey your existing audience or network to confirm willingness to pay
Ask 20-30 people what they would pay for a course on your topic. If fewer than 30% say yes at your target price, reconsider the topic or angle. Real purchase intent matters more than polite encouragement.
Research 5-10 competing courses to understand pricing and content gaps
Check enrollment numbers and reviews on major course platforms. Courses with 100+ reviews and 4+ star ratings prove market demand. Read 1-star reviews to find what competitors do poorly.
Define a specific, measurable outcome students will achieve by the end
The best courses promise a transformation, not just information. 'Build a working portfolio website in 7 days' converts better than 'learn web development.' Students pay for results, not lesson counts.
Curriculum Design
Map out 4-8 modules that take students from beginner to your promised outcome
Each module should cover one clear subtopic and end with a practical exercise. Students retain 75% more when they apply concepts immediately. Structure modules so each builds on the previous one.
Break each module into 3-6 lessons of 5-15 minutes each
Short lessons have higher completion rates than long lectures. A 10-minute lesson gets finished by 80% of students while a 45-minute lecture drops to 30% completion. Total course length should be 3-10 hours.
Create downloadable resources, worksheets, or templates for each module
Supplementary materials increase perceived value and help students apply what they learn. A well-designed workbook or template set can justify a $50-100 higher price point than video-only courses.
Design a final project or assessment that demonstrates mastery
Capstone projects give students a tangible portfolio piece and a sense of accomplishment. Courses with final projects report 40% higher completion rates than courses that just end with the last lesson.
Recording and Production
Set up your recording environment with good audio, lighting, and a clean background
Audio quality is the top factor in course ratings. Use a USB microphone ($60-150) in a quiet room. Natural light from a window or a $30-80 LED panel is sufficient for talking-head videos.
Choose your video format: talking head, screen recording, slides, or a mix
Screen recordings work best for technical topics. Talking head builds personal connection. Most successful courses alternate between formats every 3-5 minutes to maintain engagement.
Record a pilot lesson and get feedback before producing the full course
Share your pilot with 3-5 people in your target audience. Ask specific questions about pace, clarity, and engagement. Fixing issues after one lesson is far cheaper than re-recording an entire course.
Edit videos to remove mistakes, add captions, and maintain consistent branding
Captions increase watch time by 12-15% and make your course accessible. Most editing takes 2-3 hours per hour of finished video. Batch your editing sessions to work more efficiently.
Platform and Pricing
Choose between a course marketplace and a self-hosted platform
Marketplaces bring built-in traffic but take 30-50% of revenue. Self-hosted platforms keep 90-95% of revenue but require you to drive all your own traffic. Start with a marketplace if you have no existing audience.
Set your price based on the value of the outcome, not the number of hours
Courses priced at $50-500 perform best for most creators. A course that helps someone land a $60,000 job can justify $300-500. A hobby course that teaches a weekend project fits the $50-100 range.
Create a compelling sales page with student outcomes, curriculum preview, and testimonials
Sales pages convert at 2-5% on average. Include a clear headline with the promised outcome, a module-by-module breakdown, an instructor bio, and a money-back guarantee of 14-30 days.
Marketing and Launch
Build anticipation with a free email series or webinar 2-4 weeks before launch
A 3-5 email pre-launch sequence that teaches a mini version of your course topic converts at 5-10% to paid students. Each email should deliver real value while naturally leading toward the full course.
Offer an early-bird discount of 20-30% for the first week
Time-limited discounts create urgency. Set a specific deadline and stick to it. Early-bird buyers also become your first reviewers, which builds social proof for full-price sales afterward.
Collect testimonials and results from your first 10-20 students
Reach out to students who complete the course within the first month. Ask for a specific result they achieved rather than a generic positive quote. Video testimonials convert 2-3x better than text.
Student Support and Iteration
Set up a community space or Q&A forum for student questions
A community adds ongoing value and reduces individual support emails by 60-70%. Students who participate in course communities complete the course at 2x the rate of solo learners.
Send automated check-in emails at key milestones in the course
Trigger emails after module 1, the midpoint, and the final project. These reminders reduce drop-off at common quitting points. Include encouragement and links to the next lesson to reduce friction.
Review student feedback and completion data monthly to identify weak spots
If 40% of students drop off at module 3, that module needs reworking. Platform analytics show exactly where students stop watching. Update underperforming lessons quarterly based on actual data.
Frequently Asked Questions
How long should an online course be?
The ideal total course length is 2-5 hours of video content split into modules of 5-15 minutes each. Completion rates drop 50% for courses exceeding 8 hours total. Students prefer 7-12 minute lessons — long enough to cover a concept thoroughly but short enough to complete in a single sitting between meetings or during a commute.
What platform should I use to sell an online course?
Teachable and Thinkific ($39-$99/month) offer the best balance of customization and simplicity for first-time creators. Udemy provides a built-in audience of 57 million learners but takes 63% of organic sale revenue. Gumroad and Podia ($39/month) work well for creators with existing audiences who want to keep 90-95% of revenue. Hosting on your own site with WordPress + LearnDash ($199/year) maximizes profit margins.
How much money can I make selling an online course?
Top-performing courses on Teachable earn a median of $5,000-$10,000 in their first year, while the top 1% earn $100,000+. Pricing at $97-$297 for self-paced courses and $500-$2,000 for cohort-based courses with live components is standard. Launching to an email list of 1,000+ subscribers typically generates $3,000-$15,000 in the first week through a structured launch sequence.
Do I need professional video equipment to create a course?
Screen recordings with voiceover (using Loom, OBS, or QuickTime) require zero camera equipment and work well for technical and tutorial-style courses. For talking-head content, a webcam (Logitech C920 at $70) and ring light ($25-$40) produce sufficient quality. Students rate audio clarity as 2x more important than video quality — invest in a $60-$100 USB microphone before upgrading your camera.
How do I validate a course idea before building it?
Pre-sell the course at a discount before creating it — if 20-30 people pay for a course outline and launch date, you have validated demand. Survey your audience with a 3-question form: 'What is your biggest challenge with X?', 'What have you already tried?', 'Would you pay $X for a course solving this?' Search volume for related keywords on Ubersuggest and the number of competing courses on Udemy quantify market size.