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  • Online
On request

Gap Finder: Short Course Conversion

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About this workshop

Short courses are full of potential, but too often, teams are stuck promoting them in bursts, without a clear sense of what’s working or why conversion is low. This session is designed to help you step back, zoom out, and look at the full learner journey with fresh eyes.

We’ll guide you through a practical audit using Lighthouse’s Value Ladder framework, helping you identify where interest is falling away and what kind of content or messaging is missing. Whether you’re attracting professionals to open programmes, trying to grow custom offers for employers, or simply making better use of your existing content, this workshop will give you clarity, structure, and a plan to take forward.

Ideal for universities, colleges, and professional development teams that want to improve enrolment without relying solely on paid promotion.

When?
On request
Location
  • Online
Event type
Sector
Tags
,

What You’ll Learn

This isn’t just another marketing webinar, it’s a focused, strategic session designed to help your team understand why short courses aren't converting, and how to fix the gaps.
How to apply the Value Ladder to your learner journey
We’ll show you how to structure the short course experience from first awareness through to repeat enrolment, so your content supports discovery, decision-making, and progression.
The difference between visibility, conversion, and re-engagement gaps
Is the problem low traffic, lots of interest but low sign-ups, or no return bookings? We’ll help you identify the type of gap you're facing and how to respond.
Where most short course journeys stall and why it’s costing you
We’ll highlight the common breakdowns, such as vague landing pages, unclear value, lack of follow-up, or friction in the sign-up process.
How to run a short course content audit with your team
Using our Gap Finder worksheet, you’ll map your current content across the learner journey, spot where things fall away, and identify the materials you actually need.
What to prioritise for immediate impact
You’ll leave with a clear, practical action plan that helps you target the most urgent gap and get your team aligned around what to fix first.

Is This Workshop For You?

This session is designed for teams responsible for marketing, managing, or improving professional short courses, executive education, or CPD programmes.

Getting traffic, but not enough bookings?

Your campaigns might be raising awareness, but your course pages or calls to action could be holding people back.

Seeing enquiries, but losing momentum after the first email?

You may have a mid-journey gap that’s failing to support learners through the decision-making process.

Struggling to convert one-time learners into repeat participants?

That’s a retention issue, but it often begins early in the journey when learners don’t clearly see the next step.

Spending more and more on promotion, without better results?

You might be filling gaps with tactics instead of building a joined-up learner journey that actually converts.

Agenda

5 mins -

Welcome & Introduction

Meet your hosts and set the tone for a practical, action-oriented session focused on short course success.

10 mins -

The Learner Journey: What’s Really Going On?

Explore the hidden blockers that stop interested professionals from signing up, following through, or coming back.

10 mins -

The Value Ladder Framework

Learn a simple, strategic model that connects visibility, conversion, and re-engagement in your learner journey.

15 mins -

Live Audit Walkthrough: Where Are the Gaps?

Use our Gap Finder worksheet to map your short course content, identify friction points, and uncover quick wins.

10 mins -

Systems vs Campaigns

Find out why short-term promotions aren’t enough, and what kind of content and systems help learners convert and return

10 mins -

Planning for Impact

Clarify your biggest opportunity for improvement, and leave with a plan your team can act on right away.

10 mins -

Live Q&A and Workshop Close

Ask questions, share ideas, and get access to our free follow-up tools to keep the momentum going.

Key takeaways

Identify your biggest short course conversion gap
Whether the issue is awareness, sign-ups, or returning learners, you’ll leave knowing where your journey needs work.
Get our Short Course Audit Worksheet
A practical tool to help you assess, map, and improve every stage of your learner experience.
Leave with clarity, and a clear next step
No jargon. Just a focused framework your team can use straight away.
Start building a joined-up system, not just another campaign
Design a learner journey that works together, from discovery through to re-enrolment.

Workshop hosts

Archie Homer
Digital Project Manager and University Lecturer
A mix of marketing, digital experience, and web development. Archie is also a university lecturer and guides students in Digital Business and eCommerce for Harper Adams University
Mike Scott
Chief Tea Boy and Marketeer
Membership, Education, Museums, Collaboration, HubSpot (and a love of cheese!). That’s Mike in a nutshell.

Frequently asked questions

More questions?
Don't see the answer to your question? Ask the hosts.
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Gap Finder: Short Course Conversion