13 Tips: Training Descriptions That Give You More Participants

by | Oct 28, 2019 | Blog, How to Get More Participants | 0 comments

  • Do you have too few participants for training?
  • First – What are you doing wrong now?
  • Why is a good training description important?
  • 13 tips: How to write a good training description
  • Inspiration for training descriptions
  • Get the registrations you dream of

Do you have too few participants?

Whether you are organizing training, courses, conferences, lectures, or other types of events, you may recognize one or both of the following two issues:

  • You have posted a lot of information about your training or events online, but no one can find your information and thus, no one can contact you or register for your training.
  • The traffic is high, the page views are high and you are highly visible to potential registrants. However, you still are not getting many inquiries or registrations.

If you can relate, you should read on. This blog post gives you 13 tips for better training descriptions that ensure both visibility and conversion. And what does that mean? Yes – more registrations on your training! Of course, the tips can also be used to describe events other than courses.

First – What are you doing wrong now?

There is a high probability that your training description is not tempting enough.

If your problem is that nobody sees your information, your training description is not tempting enough for the search engines. If your problem is that potential registrants see your information without signing up, your training descriptions are not tempting enough for the human eye.

Why a good training description is important

Good training descriptions are essential both for visibiity in search results in Google and in other search engines, as well as converting potential registrants to training participants.

It is in the training description that you write the phrases that make you appear in Google and other search engines, as well as the phrases that provide the sales that convert course seekers to training participants. In other words, good training descriptions are important for getting more participants to register for your training.

13 tips: How to write a good training description


1. Be brief

Readers tend to skim text, especially if the text is long and unattractive. That means you should be brief and put the most important and valuable information at the beginning of the text. Capture the reader’s attention by creating a catchy introduction that makes the reader want to read on.

Especially important information can be highlighted using bold text, so that even the skim-reader extracts the most important information. In addition, you should cut out all unnecessary information and include only information that will help convert.

2. Provide useful (but not unnecessary) company information

What is it about your company that makes the training applicant choose exactly you? Build trust by writing a few lines about the experience and expertise your company has. Good examples include how long the company has been operating, what the areas of expertise are, who it works with, as well as the background of the employees.

Cut out boring and unnecessary information.

“Our fire training is developed by firefighters with backgrounds as both firefighters, fire officers and smoke divers. Take advantage of our 15 years of experience to ensure your employees receive the best training in fire prevention and fire extinguishing. “

3. Describe the content of the training

Describe briefly what the training contains and give information on how the teaching is conducted. After all, it is a training description.

“This is a training with a nice mix of theory and practice. Training participants will be presented with:

  • An introduction to fire theory
  • Preventive measures
  • Extinguishing media
  • Introduction to how to handle an evacuation in the case of a fire
  • Other behavior in connection with fire
  • All participants will undergo a practical fire fighting exercise

4. Highlight its value

Why should the training applicant choose exactly this training? What will participants be left with after completing the training? A good training description brings out the value of the training!

“Learn to stop a fire in it onset phase and save valuable goods: On completion of the training you will gain:

  • Employees who can stop a fire during its onset
  • A good argument for a lower insurance rate
  • Competency that your employees also benefit from personally”

5. Are there trends in the market that you can refer to?

What trends in the market make this training particularly attractive right now? Examples here may be the introduction of new legislation in an industry, entry into a new season, lack of people with expertise in an industry and/or a focus area in the news. This can work well as a selling point in a training description.

6. Use statistics and figures from your own business

Do you have available statistics or numbers that may be relevant to use? For example, how many have attended the training in the past, the participants’ score on exams and/or what these people have achieved after the training? If so – use it! If not – try to get it!

“The training has recently been held for members of the Petrol Dealers’ Association, hotels, reception staff and shops, and achieved a startling 83% top score among training participants”

7. Search engine optimise the training description with relevant search words

What words, phrases and questions do your potential participants use when searching for trainings? Perform a simple keyword analysis where you find both words and phrases that are relevant to your courses and that are frequently used in search by potential training regitrants. There are many useful and free tools to help you along the way, such as Google Keyword Planner and Answer The Public. Incorporate these words and phrases into your training description, so that the search engines consider your training description relevant in these searches.

If you are brand new to using keyword for keyword optimization of text, you can read our blog post on using keywords in search engine optimization here.

Bonus tips for training providers at Kursguiden.no

If you have training descriptions visible on Kursguiden.no, you can enter your most important keywords under “additional search indexing words”. This increases the likelihood that you rank highly on these keywords when training applicants search for courses directly on Kursguiden.no.

To add the keywords to FrontCore, click on Courses -> Change Course Entry -> Descriptions -> Scroll all the way down the page and fill in the keywords in the “Search Indexing Keywords” field.

«Fire training, fire protection, fire prevention, fire extinguishing»

8. Make use of headings, subheadings and bullet points

Headlines, subheadings and bullet points not only make your text easier to read for the reader, but also make it easier for the search engines to consider your texts as relevant. Use your most important keywords in your headings to rank higher in search results.

9. Display recommendations

Everyone can promote and boast about themselves, but it is much more credible when others boast about you. Using previous customer recommendations will help the reader gain a positive emotional relationship with others who have attended your training. This makes the reader more receptive to what you yourself have to say about your training.

Do you have any statements from past participants? If not, you should definitely make an effort to provide this. Recommendations from past participants work well in gaining the trust of your potential participants!

“Very professional and educational training. I feel much more confident in how to handle any fire in its initial phase. Would definitely recommend this training to other companies! “

10. Promote the training holder

What educational background and experience does the training holder have? Professional and experienced training holders attract participants!

“Our training holder has 20 years of experience from the fire department and has held fire courses for grocery stores, buildings, hotels, housing, gas stations, and so on, the last 10 years »

11. Stand out

How do your training business and courses stand out from competitors? What qualities/competencies does your company have that others do not have? What makes it unique?

“The training is tailor made for businesses, with self-developed practical fire extinguishing exercises designed by experienced firefighters”

12. Don’t forget important information

Common content in training descriptions is information about, among other things, the start time, duration, price and location of the training. Of course, this should be included, but you should not forget about other important additional information that may be helpful for the reader that is considering to register.

Some training require prior knowledge, equipment, driver’s licenses or the like to attend courses. If the training has a defined target group, you should mention this as well. Make it easy for the reader to decide if this training suits him or her!

13. CTA – Call To Action

At the very end of your training description: Write a last sentence that encourages the reader to take action, whether it is to ask for more information or to register.

“Limited spaces – sign up now!”

Inspiration for training descriptions

At Kursguiden.no we have a number of examples of good training descriptions. Below we have selected three descriptions that you can take a look at if you need some inspiration before you even start!


  • Trodal ASTraining in leadership development with personal leadership coaching – Here you see how the training provider’s description of himself strengthens his credibility. Who wouldn’t want to learn about leadership development from someone who has worked with more than 5,000 managers? In addition, it is also clear what the content of the training is and what value it will give to the participant after completion.
  • Positive Training Norway ASTraining: New as leader – A good example of how to start the training description in a way that makes the reader want to continue reading.
  • CoachTeam ASCourses: Presentation Technique – In this training description you will find many good examples of recommendations from training participants that help strengthen the confidence of the reader to the training provider.

Get the registrations you dream of

Now you have read through our 12 best tips for great training descriptions that provide visibility in search engines and that work to convert potential participants. Ready to get more registrations? Get started on improving your own training descriptions now!

Do you want to make your training descriptions visible to over a million training applicants on Kursguiden.no? Read more here.

Become visible to 1 million potential training participants on Kursguiden.no

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