9 Key Parts of a Course Catalog With Examples to Boost Enrollment
If you want to attract more students and fill your classes this fall, you need a compelling course catalog. Done well, your catalog can be much more than a list of classes. In fact, it can be an essential marketing tool that combines all of the information students need into a clear, enticing package.
We see hundreds of course guides in our work with arts and community education programs but several stand out as strong course catalog examples that other programs could emulate. You can use these examples as a model as you build your own course listings and to avoid common pitfalls.
Read on for the 9 parts every course catalog should have to be effective, plus examples of each one so you can see exactly why they work.
What is a course catalog for?
A course catalog is a list of classes or camps offered by your program or organization—but it can be so much more than that. A quality course catalog is a powerful marketing tool. Your class listings help students decide if a class is right for them and their wants / needs; these listings can also create excitement and anticipation and convince prospective students that a class is worth their time and money.
An effective course catalog captures the eye and the imagination of your potential students. It makes them feel like they need to take action right now.
Potential students browse your course catalog looking for answers to two important questions:
- What will this class teach me?
- Is the value of this class worth my investment of time and money?
Many programs struggle because they stop after answering question one. They tell students about subject matter and learning outcomes but fail to explain why those outcomes matter. As a result, students know what the class is about, but may not see the true value in the experience.
An effective course catalog convinces students of the value of each class. It uses every course title, description, image, and other elements to show students why they need this course now.
9 Parts of an effective course catalog, with examples
An effective course catalog includes 9 parts. Each one helps the student gather information about the courses offered and offers an opportunity to compel action:
- Categories
- Subcategories
- Class names
- Class descriptions
- Images
- Instructor information
- Place and time
- Pricing
- Registration link
We’ll examine each one in detail below, so you can confidently combine them into a compelling course catalog.
The course catalog example below from San Juan College Community Enrichment shows all 9 parts in action:
1. Categories: What is this course about?
Categories help to group similar kinds of classes and make it easy for people to find the classes they're looking for. With categories, you want to find a balance between overly generic and too specific; the goal is to logically group clusters of related classes.
Some categories that are broad, yet specific enough to be useful may include:
- Kids classes
- Workforce development
- Fitness
- Finance
- Music and dance
- Arts and crafts
- Computer skills
- Cooking
For example, the category “Cooking” is precise. Someone can easily imagine the kinds of classes that might fit into that category. It's also broad enough to include several different classes. Something like “French Cuisine” may be too specific, unless you run a cooking school.
Pro tip: Try to mimic the words your students and community use to describe subjects and topics. Keep your ears open when talking with students and parents and leverage student feedback if you can!
2. Subcategories make navigation easier
Subcategories help to break down big topics into more specific focus areas. As with primary categories, the goal is to help students find the classes they are looking for by guiding them through your course catalog.
You may have 30 classes in workforce development that focus on 5 or 6 subtopics, for example. Subcategories ensure students can quickly find the courses that are most relevant to them.
Some example subcategories for workforce development might be:
- Computers & technology
- Healthcare & medical
- Entrepreneurship
- Financial literacy
- Skilled trades
3. Class names tell students what to expect
Effective class names tell students what the class is about. When writing class names, aim for clarity over cleverness. Here are a few examples of real class names that work:
- Digital Photography: Capturing the Right Shot
- Write From the Heart for Fun and Profit
- Five Unexpected Books Every Classical Educator Should Read: Free Webinar
- Websites That Work: Converting Web Visitors Into Customers
These class names work because they're easy to understand and include keywords that search engines can find. Some even include useful details about format or cost.
Of course, if you can be clear and clever, that’s even better. One CourseStorm customer put this idea into action for her “Learn to Crochet” class. One year, the class was canceled due to lack of registrations. Instead of overhauling the class, she changed the name. “Too Legit to Knit: Crochet Instead” quickly filled.
Pro Tip: If you run the same class every season, keep the name the same in each version of the catalog. (Unless you’re hoping to revitalize a lagging class!) This helps students recognize classes they've already taken and spot new ones on their preferred topics.
4. Descriptions (with real course catalog examples)
Course descriptions tell students what they'll learn and why they should take a course. Focus on the real effect the course could have on their life. Writing a quality course description takes some effort, but the results are worth it.
Here's an example of a real course description from The Training Place:
If there’s one thing guaranteed in life, it is change. The way in which we navigate unanticipated change and stressful experiences will have a direct impact on our mind and body in subtle and not so subtle ways.
You will be introduced to the Change RHYTHM model, explore the tone of your inner narrative, self-assess your relationship and mindset towards a recent change event, and define a set of unique resilience rituals that will enable you to adapt to and evolve through the change and maintain forward momentum in the new normal that follows.
This course description works because it:
- Speaks to a real need the student has — dealing with change.
- Explains exactly what students will learn.
- Includes a clear outcome: "adapt to and evolve through the change and maintain forward momentum in the new normal that follows."
Pro Tip: If you realize you need to share more information than can comfortably fit in a course description, consider linking to a course fact sheet or FAQ attachment.
Keywords: The hidden key to search engine superiority
Using key search terms in your course titles and descriptions makes them more discoverable to search engines. This can help existing students find your classes more easily but it also helps prospective students who may not already be in your known universe discover you!
You can do some basic keyword research using a tool like Semrush or Moz. Then, include those keywords in your course descriptions. Aim for a good mix of the two main types of keywords:
- Short-tail keywords are short (usually two or three words) and broad, such as “arts courses” or “first aid class”
- Long-tail keywords are longer and more specific, such as “sustainable papermaking course for adults” or “Lego robot workshop for teens”
Include both so search engines can see what your course is really about and students can find what they’re looking for.
Pro tip: Long-tail keywords often have lower search volume but they may get you in front of a higher intent audience. Plus, they can be much easier to rank for!
5. Images increase engagement
Images make your course listings more vivid and inviting. If you can, the best option is to use real photos from your courses. If that's not possible, high-quality stock images or custom graphics can fill the gap. CourseStorm users can search for images directly from the class editor or upload their own!
Look for images that are easy to understand at a glance. Smiling faces and bright colors tend to be most engaging. Remember to use images that include all the types of people who might take your classes.
The example above uses a real photo from a previous summer camp experience. The description is also a great example of a strong course description. It includes a hook and a quick but fun overview of the class.
6. Instructor information boosts student confidence
Information about the instructor can provide a compelling reason to take a class. Include a paragraph about the instructor and their background, or link to their bio elsewhere on your site.
Keep instructor bios short and focused. You want enough information that students feel comfortable, but not so much that they get overwhelmed.
7. Place and time help orient students
Include information about when and where the class will run so parents and students can tell if it fits their schedule. Ideally you’ll include an address and room number. Remember to mention whether a class is online, in-person, or both.
Link students to parking guidance and public transportation details if you can. Many museums and theaters already do this well as part of their general “plan your visit” pages.
8. Pricing information helps students make informed decisions
Include clear pricing information for every class. Make sure you’re accurately portraying the whole cost of the program. Some students may love to take an art class for $300, but when they find out they have to spend another $300 to buy their own supplies, the course no longer fits their budget. It will save both your time and theirs to be forthright about pricing.
Consider offering payment plans to make big-ticket courses more accessible. Being open about pricing helps build trust and gives students the information they need to make an informed decision.
9. Registration links motivate students to act now
Make it easy for students to act when interest is high. Every class listing should include a prominently placed button or link where students can register right away.
Using online registration software with payment processing streamlines enrollment for students and for you. After registering online, all they have left to do is show up for class!
Avoid this major course catalog mistake!
Some programs will get all 9 parts right when it comes to their course catalog and still not see the number of registrations they were hoping for. Why? Because they’re requiring an account before letting someone view their course catalog.
Not only does this interrupt the natural flow for the user but it can also cause anxiety or distrust. They might wonder whether you’re going to bombard their inbox with sales emails before they're even sure you have classes they want to take.
Your class offerings shouldn't be confidential—in fact, the more people who know about them, the better! Making your course catalog openly accessible gives students the chance to discover a class that’s a perfect fit for them.
If you want students to make a user account at registration, integrate it into the registration process. That way, they can do it as part of a transaction they've already committed to, which is a much better user experience.
Our recommendation: Share your course catalog openly and freely. Make sure any class listing links route visitors directly to the catalog without a login.
Course catalog examples: How it all fits together
A well-organized course catalog is a compelling marketing tool. Here are a few more class catalogs to browse for inspiration:
Authentic Community Theater: They offer a small but exciting selection of performing arts classes each year, so it makes sense to simply list them chronologically in their course catalog.
By contrast, The Artist’s Lounge offers a wider range of classes featuring various arts and crafts. They organize their catalog by category to help students find what they’re looking for.
Even bigger course catalogs can benefit from subcategories. That’s the strategy used by Windham/Raymond Adult Education to make navigation as simple as possible for students.
However you decide to organize your course catalog, make sure it's searchable and consistent. Bonus points if you can allow students to adjust how courses are sorted so they can view based on the information they’re most interested in.
CourseStorm offers everything you need to build your own course catalog like the examples shared here. To learn more, get your free CourseStorm demo today.
