Ecommerce OS · Info Products6 min readUpdated November 2, 2026

Landing Pages for Info Product Businesses

The 4 landing pages a course or coaching business needs, the sales page section by section, and FTC, Google and Stripe rules on testimonials.

Nick Bonnassies, CMO at Tagada · checked against 8 sources

Article summary

TL;DR

A course or coaching business needs one landing page per funnel step: a registration page for the free offer or webinar, a sales page, an application page for high-ticket programs, and a waitlist before launch. The sales page carries the sale. Build it in order, back every claim, and make the checkout show the same price, plan and terms.

If a testimonial's result is not typical, the FTC expects you to "clearly and conspicuously disclose the generally expected performance" (16 CFR 255.2(b)).
Google Ads requires "a visible disclaimer stating that there is no guarantee of specific results" on testimonials that claim specific results (read November 2, 2026).
Stripe prohibits "deceptive testimonials", "fake testimonials" and "sites that promise fast and easy money".
In April 2026, the FTC announced a $1.5 million settlement with Publishing.com, and it approved the final order on July 2, 2026, over earnings claims and a guarantee presented as "a simple money-back guarantee for 12 months".

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This guide is part of our playbook on the best ecommerce platform for info product businesses. The general guide, for any business: custom ecommerce checkout.

4 landing pages an info product business needs

Page	Its one job	Main elements	Metric
Registration page (lead magnet or webinar)	Get an email	Headline, what they get, date and time for a webinar, one form	Opt-in rate
Sales page	Sell the course or program	Promise, curriculum, instructor, proof, price and plans, guarantee, FAQ	Visitor to checkout rate
Application page	Qualify high-ticket buyers before a call	Who it is for and not for, short form, calendar	Applications to calls booked
Waitlist or pre-sale page	Build demand before launch	Start date, what's included, early price if real	Signups per visitor

Fig. 1Four pages, one job and one metric each

Waitlist or pre-sale pageSignups per visitor
Registration pageOpt-in rate
Sales pageVisitor to checkout rate
Application pageApplications to calls booked

Measure each page on its own job.

Which funnel uses which page: sales funnels for info product businesses.

The sales page, section by section

#	Section	Do	Avoid
1	Headline	The skill or outcome the course teaches, for whom	An income figure or "quit your job"
2	Problem	The situation your buyer is in	Shame or financial-status targeting
3	What's inside	Modules, lessons, hours, format, access length	Vague "lifetime value" claims
4	Instructor	Experience that is relevant and checkable	Your own revenue as proof the course works
5	Proof	Real reviews with context and permission	Cherry-picked outliers without typical results1
6	Price and plans	Full price, each plan's total and schedule	A "was" price you never charged6
7	Guarantee	The window, the conditions and how to ask	Conditions hidden elsewhere5
8	FAQ	Access, time needed, support, refunds	Answers that contradict the checkout
9	Call to action	One button, same offer as the checkout	Timers that reset on reload

Fig. 2The sales page on a phone, in the buyer's order

Course sales page · mobileOne course, one outcome, one offer

1. Headline: The skill or outcome, for whom
2. Problem: The situation your buyer is in
3. What's inside: Modules, lessons, hours, format, access length
4. Instructor: Relevant, checkable experience
5. Proof: Real reviews with context and permission
6. Price and plans: Full price, each plan's total and schedule
7. Guarantee: The window, the conditions and how to ask
8. FAQ: Access, time needed, support, refunds
9. Call to action: One button, same offer as the checkout

Illustrative layout.

Promise first, proof before price, one button.

Illustrative example.

Example

"Learn to build bookkeeping systems for small businesses in 8 weeks: 32 lessons, templates and two live Q&A calls" is a promise you can deliver. "Earn $10k a month as a bookkeeper" is an earnings claim the FTC, Stripe and ad platforms all target.

Testimonials, guarantees and income claims: the rules

These are the rules that decide whether a course sales page creates disputes or account reviews.

Topic	Rule
Results in testimonials	Without proof the result is representative, disclose "the generally expected performance"; "results not typical" is not enough (FTC, 16 CFR 255.2(b))1
Ads that link to the page	"Testimonials that claim specific results must include a visible disclaimer stating that there is no guarantee of specific results and that the results can vary" (Google Ads)2
Guaranteed results	"If you guarantee certain results, you're required to have a clear and easily accessible refund (money-back) policy" (Google Ads)2
Income promises	Prohibited"'Get rich quick' schemes" and "sites that promise fast and easy money" (Stripe)3
Fake proof	ProhibitedBusinesses that "use deceptive testimonials" or "use fake testimonials" (Stripe)3
Business opportunity pitch	Disputes cover offers where the merchant "suggests that an income will be generated" (Visa 13.5)4

Fig. 3What reviewers look for on the page

A student result that is not typicalThe FTC expects the generally expected performanceDisclose it next to the testimonial
An ad testimonial claiming specific resultsGoogle Ads wants a visible disclaimerAdd: no guarantee, results can vary
Fast and easy money, or fake proofProhibited by StripeSell the skill, not an income
A promise that an income will be generatedVisa 13.5 dispute exposureRemove the income pitch

FTC, 16 CFR 255.2; Google Ads, Unreliable claims; Stripe, Prohibited and restricted businesses; Visa, dispute condition 13.5 (edition of October 24, 2026).

Watch out

A guarantee must be the one you honor. In the Publishing.com case, the FTC alleged that a refund policy presented as "a simple money-back guarantee for 12 months" was not what buyers got, alongside "false or unsubstantiated earnings claims"; the order bans earnings claims without a "reasonable basis"5.

The payment-side view of these rules: is it legal to sell info products online?

From page to checkout

Most course disputes start with a gap between what the page said and what the card was charged. Check these before launch:

Fig. 4Five checks between the page and the card

Same price
The checkout total matches the sales page, taxes and fees included.
Same plan
Each payment plan shows the number of payments, amount and total on both pages.
Renewals stated
If a membership or community renews, the page and the checkout both say so. Visa's misrepresentation dispute applies when the buyer "was not clearly advised of further Transactions"4.
Same guarantee
The refund window and conditions are identical, and linked at checkout.
Purchase tracked from the server
The sale reaches Meta, Google and TikTok even when the browser pixel is blocked, with deduplication7.

Test variations of the page and the checkout: A/B testing for info product businesses.

How Tagada helps

Where the sales page hands off: checkout, tests, tracking

Your landing page sells; Tagada takes the payment behind it.

A checkout connected to your pages, with order bumps, one-click upsells, Apple Pay and Google Pay.
A/B tests on offers and checkout.
Server-side tracking to Meta, Google and TikTok, so the page's sales reach your ad platforms.
Payments for courses and coaching: TagadaPay lists info products and coaching among its industries. "If you sell something real, we will get you paid." TagadaPay reports a "+18% approval uplift" from routing each transaction to the processor most likely to approve it8.
Pricing: "From 2.9% + $0.29", "No setup fees, no monthly minimums"8.

"Already on Shopify, WooCommerce, ClickFunnels or BigCommerce? Drop TagadaPay in." Apply today and go live in under 24 hours on TagadaPay.

Apply today · Go live in under 24 hours

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Where the sales page hands off: checkout, tests, tracking

Updated on November 2, 2026

Nick Bonnassies

CMO at Tagada

CMO at Tagada. Before Tagada, Nick built direct-to-consumer brands that generated over $115M in sales, raised over $25M in crowdfunding and sold two of them. He also works as a fractional CMO on marketing operations and AI systems.

Frequently asked questions

What should an online course sales page include?

A headline on the skill or outcome, the problem, what's inside (modules, lessons, format, access length), the instructor, real proof, price and payment plans, the guarantee, an FAQ and one call to action. Keep each claim checkable, and make the checkout repeat the same price, plan and refund terms.

Can I use student results as testimonials?

Yes, with permission and context. If a result is not what most students get, the FTC expects you to disclose the generally expected performance. Google Ads requires a visible "no guarantee, results vary" disclaimer on testimonials claiming specific results. Never quote income results in place of the skill.

Where should the guarantee go on a course sales page?

Right after the price, where hesitation peaks, and again at checkout. State the window, the conditions and how to request a refund. Keep it identical everywhere: the FTC's 2026 Publishing.com case turned on a guarantee presented differently from what buyers received.

How long should a course sales page be?

As long as the price requires. A free webinar registration page fits on one screen; a high-ticket program page answers every objection before the button. Length matters less than order: promise, proof, curriculum, price, guarantee, FAQ.

Do I need a separate landing page for each course?

For any course you advertise, yes. One page per offer lets you match the ad's promise, track conversion and test changes without affecting other courses. A catalog page can link them all.

Sources

Checked November 2, 2026

Tagada

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