If someone is interested in my course but hasn’t signed up for a webinar, should we send them directly to the sales page, or to a replay of the webinar?

I strongly recommend sending someone to a webinar replay before you send them straight to the sales page, even if they say they’re interested in your course.

A webinar is one of the most powerful tools you have. It gives people a chance to hear you teach, see your style, and really understand the promise of your course. That personal connection builds trust, increases conversions, and reduces refunds. When someone attends a webinar, they’re more likely to buy with confidence and clarity, which means they’re also more likely to complete the course and get results.

Webinars also create built-in urgency and scarcity, which are key elements of an effective promotion. And don’t worry, you can do this in a way that still feels professional, ethical, and aligned with your brand. It’s simply about giving people a reason to make a decision while the offer is still top of mind.

Now, if someone specifically asks for a link to purchase the course and they haven’t attended a webinar, that’s where I might give them a private link on a case-by-case basis. You can make it clear that bonuses are only available for those who attend the webinar, and that attending is how they’ll get the full picture of what they’re buying. You can even test this out: if you notice that people who get a direct sales page link don’t actually buy, then you have a good reason to point future requestors back to the webinar.

The webinar experience works for a reason, and even if someone is “interested,” they’ll be far more engaged and invested after watching it. Lead them there first.