The enquiry wall

I’ve seen this a surprising amount of times: some businesses hide their course, product or offering behind an “enquiry” wall.

It’s where they ask you to submit an enquiry to show you’re interested (and while you’re there, provide us some extra but unnecessary personal data) then we’ll tell you how much the course costs.

For sure, there are situations where you need a wall up to filter out the wrong people.

But if you have a self-paced DIY course or a specific product, there’s almost no reason to hide the details behind a wall.

As the course owner, you might think that everyone who lands on your page is a potential client – I’m going to assume we all know that’s not the case. Some will really want what you’re selling, and some simply wont.

A landing page with some simple structure, that explains (among other things) the benefits of the course, who it’s likely a good fit for, who it’s likely not a good fit for, and the price, will do just about everything you need it to do.

It’ll filter your buyers, drawing in the good-fits who want to buy, and repelling the bad-fits who shouldn’t buy.

The enquiry wall won’t filter them like that. In fact, it might filter them completely opposite to how you want – it might:

• Annoy the perfect customer and send them away at the sight of a form (and not a price)
• Effectively hook the wrong customer, who enquires, wastes your time, and doesn’t buy

When it comes to a product, a course, or something easy to explain with a known price… just tell ’em the price.