Figuring out how to price an online course can feel overwhelming. You might be wondering: Am I charging too much? Too little? Will anyone even buy this?
The truth is, there’s no one-size-fits-all answer. Your price should reflect how much value you're offering, how much time you want to spend with students, and your own income goals.
Let’s break it all down in a way that actually makes sense (and doesn't make your head spin).
Start With Your Income Goals
First, think about how much money you want (or need) to make. Then work backward to figure out how many courses you’d have to sell.
For example, if you want to make $100,000 a year (about $8,400 per month):
- Super low-ticket courses (under $50): You’d need to sell around 168 each month.
- Low-ticket courses ($100 – $1,000): At $100 each, you’d need about 84 sales a month.
- Mid-ticket courses ($1,000 – $5,000): Just 9 sales at $1,000 each.
- High-ticket courses ($5,000+): Only 2 sales per month at $5,000.
When you look at it this way, high-ticket offers might sound tempting. Who wouldn’t rather sell 2 courses than 168? But it’s not quite that simple.
Think About Your Time
Your time is valuable. With low-ticket courses, you can keep them mostly DIY — pre-recorded videos, worksheets, maybe a community group with occasional check-ins.
Higher-ticket offers usually mean more of your time: live coaching calls, personalized feedback, maybe even one-on-one sessions. And that’s totally fine if you enjoy that level of connection. But if your goal is to have more free time, a lower-touch, lower-priced course might suit you better.
For example, I offer a $297 self-paced guitar course that doesn't require me to be super involved. On the flip side, my one-on-one business coaching costs $6,000 for 90 days — because you’re getting my personal time and guidance.
Focus on the Transformation
This is where a lot of people get stuck. They think they need to cram as much content as possible into a course to justify a higher price.
But people aren’t buying hours of video. They’re buying a result.
If you can help someone go from zero to launching their first online course, that’s huge! A course that helps a student make $1,000 or more from their own business can easily be priced at $1,000, because they’ll likely earn that investment back (and then some).
On the other hand, a $297 YouTube starter course might focus on getting someone comfortable with filming and building their channel — a great result for beginners who aren’t ready to go all-in yet.
Don’t Overcomplicate Your Course
Long, overwhelming courses don’t serve anyone. Aim for something people can actually finish — and feel proud of.
A great structure could be:
- Module 1: The basics (getting started)
- Module 2: Building momentum (next steps)
- Module 3: Mastery (finishing touches and scaling)
If someone can complete your course in 90 days and get a real transformation, they’ll feel accomplished — and they’ll likely come back for more.
Meet Your Students Where They’re At
Not everyone is ready (or able) to invest in a high-ticket offer. Some people are just starting out and need something affordable and simple. Others are ready to dive in and want that extra hand-holding.
That’s why having different tiers can be a smart move:
- Low-ticket: Self-paced, foundational courses.
- Mid-ticket: Group programs with some live support.
- High-ticket: Premium one-on-one coaching or advanced mastermind-style programs.
Real-Life Examples
Let’s say you’re a fitness coach. You create a program that helps people lose 5–10 pounds in 8 to 10 weeks. If someone just wants to drop a few pounds casually, they might pay a lower price. But if someone has a high school reunion coming up and is determined to look their best, they might pay more for that urgency and accountability.
Or maybe you teach guitar, like me. My students aren’t looking to become professional musicians — they just want to play for fun. So my courses are priced accordingly and don’t include a ton of live coaching time.
At the end of the day, pricing an online course is about balance.
âś… How much do you want to earn?
âś… How much time do you want to give?
âś… What transformation are you promising?
If you can answer those questions honestly, your price will practically set itself. And remember — your course price isn’t set in stone. You can (and should) adjust as you learn what works best for you and your students.