How to Sell Online Courses From Your Own Website (Complete Guide)

If you’ve been creating content, coaching clients, or teaching online, there’s a good chance you’ve thought about launching your own online course. And at some point, you’ll face one big question:

“Should I sell my online course on a marketplace like Udemy… or should I sell it from my own website?”

In 2025, more creators than ever are choosing the second option, and for good reason. Selling online courses from your own website gives you more freedom, more control, and more profit. It allows you to build a real brand, keep more of your revenue, and shape the learning experience exactly how you want.

But how do you actually do it? What tools do you need? What steps are involved? And is it difficult to set up?

This comprehensive guide breaks down everything you need to know. Whether you want to sell a simple mini-course or build a full-scale online academy, you’ll learn how to set up your website, host your course, take payments, market your digital products, and create a business that truly belongs to you.

Why Sell Online Courses From Your Own Website?

Before we get into the how-to, it helps to understand why so many creators are moving away from marketplaces and choosing to sell courses on their own site instead.

Here are the biggest benefits:

1. You Keep More of Your Revenue

Marketplaces (Udemy, Skillshare, Coursera, etc.) often take 30%–75% of your earnings depending on how a student finds you.

When you sell from your own website, you typically keep 90–100% of your revenue (minus normal payment processing fees).

2. You Own the Student Relationship

Marketplaces don’t give you:

• Your students’ emails
• Their contact information
• The ability to market to them freely

When you sell from your own website, you own:

• The email list
• The customer data
• The ability to upsell, cross-sell, and retarget

This is the foundation of a long-term income-generating business.

3. You Control Your Brand

Your website, your rules.

You decide:

• How your course pages look
• How you position your brand
• How much you charge
• What your sales funnel looks like
• What bonuses you include

Creators who want a premium brand almost always sell on their own site.

4. No Price Restrictions

Marketplaces often limit course prices or discount them automatically. Selling from your website lets you charge as much as you want. High-ticket courses rarely succeed on marketplaces, but they thrive on your own site.

5. You Avoid Algorithm Dependence

Marketplace visibility is often based on:

• Reviews
• Search rankings
• Algorithmic favoritism

When you sell on your own site, everything is in your control.

6. You Can Sell Way More Than One Course

From your own website, you can offer:

• Memberships
• Coaching
• Course bundles
• Templates
• Digital downloads
• Products
• Programs
• Masterclasses
• Live workshops

You’re building a full digital ecosystem.

7. You Can Scale Without Limits

You’re not relying on another business for your income.

Instead, you're building your own digital business with:

• Email automation
• Custom funnels
• Paid ads
• SEO
• Affiliate partners
• Brand assets

Once your system works, it can scale indefinitely.

Step by Step Guide to Sell Online Courses From Your Own Website

Here is a simple, clear roadmap for selling online courses on your own website, even if you’re starting from zero.

Step 1: Choose a Course Platform That Supports Website Hosting

When selling from your website, you need a platform that can host your videos, handle payments, deliver lessons, and give students a great experience.

The most popular options include:

‍

1. SchoolMaker

Great for: Course + community platform
Why people use it:

• Affordable pricing
• Easy to use
• AI course creation tools
• Strong student experience
• No transaction fees

2. Thinkific

Great for: Full online schools, strong branding, structured learning
Why people use it:

• Drag-and-drop website builder
• No marketplace limitations
• AI course creation tools
• Strong student experience
• No transaction fees

3. Teachable

Great for: Beginner-friendly course creation
Why people use it:

• Fast to set up
• Simple design tools
• Easy payments
• Good for solo creators

4. Kajabi

Great for: All-in-one businesses
Why people use it:

• Website builder
• Email marketing
• Pipelines
• Memberships
• Podcasts

5. Podia

Great for: Low-cost, simple websites
Why people use it:

• Combined website + email + courses
• Clean design
• Budget-friendly

6. WordPress + LMS Plugin (LearnDash, LifterLMS, Tutor LMS)

Great for: Custom, self-hosted websites
Why people use it:

• Endless flexibility
• Full control
• Custom design capabilities

Requires more setup and management.

Step 2: Build Your Website

You don’t need to be a designer to build a website that sells courses. If you use any of the platforms above, you can build your site directly inside the platform.

At minimum, your website should include:

1. Home Page

Introduce:

• Who you help
• What you teach
• Your main transformation
• What your course is about

2. Course Sales Page

This is where you convince someone to buy your course.

A strong sales page includes:

• Clear headline
• Transformation promise
• Video/hero section
• What’s included
• Curriculum preview
• Instructor bio
• Student testimonials
• Pricing and guarantees
• CTA button

3. About Page

Tell your story and build trust.

4. Checkout Page

Make it:

• Fast
• Clean
• Secure
• Mobile-friendly

Order bumps and upsells can increase your revenue dramatically.

5. Login Page

Where students log in and begin learning.

Step 3: Create Your Online Course Content

Your course should be structured around a transformation, not just information.

Your course should answer:

“What will my student be able to do after completing this program?”

Include a mix of:

• Short video lessons (5–12 minutes)
• Text lessons
• Worksheets and templates
• Quizzes (only if needed)
• Assignments or challenges
• Downloadable resources

Ideal structure:

• 5–8 modules
• 3–7 lessons per module
• Clear steps from beginner → intermediate → advanced

Step 4: Set Up Your Payment System

When selling from your own website, you can accept payments using:

• Stripe
• PayPal
• Other payment processors

You can offer:

• One-time payments
• Payment plans
• Subscriptions
• Memberships
• Buy now, pay later options (BNPL)
• Course bundles

Having flexible pricing dramatically increases conversions.

Step 5: Market Your Online Course

Now that your website is set, you need traffic.

Here are effective ways creators promote their courses today:

1. Email Marketing

Still the #1 driver of online course sales.

Build an email list by offering:

• Free guides
• Mini-courses
• Workshops
• Templates

Then send:

• Nurture sequences
• Story-based emails
• Launch campaigns
• Evergreen funnels

2. SEO & Blogging

Write content on topics your target audience searches for. This brings organic traffic to your site over time.

3. Social Media

Platforms that work well for course creators:

• Instagram
• TikTok
• YouTube
• LinkedIn
• Threads
• Facebook

Be consistent, share value, and direct followers to your website.

4. Webinars

Live or automated webinars convert extremely well because they build trust fast.

5. YouTube Videos

If you teach visually (fitness, cooking, design, coding), YouTube is a goldmine.

6. Paid Ads

Facebook, Instagram, Google, and TikTok ads can scale your revenue quickly, once your funnel is converting.

7. Affiliate Marketing

Let other creators promote your course for a commission (It’s like having a sales team without hiring one.).

Step 6: Deliver an Amazing Student Experience

Success doesn’t end when someone buys. You must create a seamless, enjoyable learning journey.

Make sure:

• Your lessons are easy to access
• Videos load quickly
• Your modules are clearly labeled
• Students know what to do next
• There’s a support channel
• Bonus content is easy to download

Boost engagement by offering:

• Community spaces
• Live Q&A
• Feedback loops
• Downloadable resources
• Challenges or accountability

Happy students will refer others which means more sales for you.

Step 7: Scale Your Course Business

Once your first course is selling, here are powerful ways to scale:

1. Add more courses

Build an ecosystem:

• Beginner → intermediate → advanced
• Complementary topics
• Specialized tracks

2. Add coaching

Increase revenue with:

• 1:1 coaching
• Group coaching
• Hybrid programs

3. Launch a membership

Monthly recurring revenue (MRR) helps stabilize your income.

4. Build funnels

Use:

• Evergreen webinars
• Email sequences
• Upsells
• Order bumps

5. Run paid advertising

Once your funnel works, ads can rapidly grow your revenue.

Common Mistakes to Avoid When Selling Courses on Your Own Website

1. Creating content before validating your idea

Always test demand first.

2. Making the website too complex

Simple sells better.

3. Underpricing your course

Most creators charge too little, not too much.

4. Not collecting emails

Your email list is your business.

5. Launching without a marketing plan

Even the best website won’t sell if no one sees it.

Is Selling Online Courses From Your Website Worth It?

Absolutely, especially if you want:

• More control
• More profit
• A long-term business
• The ability to scale
• A brand that belongs to you
• A direct relationship with your audience

Selling from your own website is the most reliable way to build real digital wealth as a course creator.

Conclusion

Selling online courses from your own website is one of the most powerful ways to turn your knowledge into income. With the right tools, a clear structure, and a strong marketing plan, you can build a profitable online course business that grows year after year.

You’re not at the mercy of a marketplace, you’re not competing with thousands of creators on the same platform and you’re not giving away huge chunks of your revenue. You’re building something you fully own.