✔ Show straight away what the school teaches – éclairs and cake
✔ Introduce the course author and build trust in her as a pastry chef
✔ Sell the course with photos of the desserts and video, not long texts
✔ Answer buyers’ questions: what’s inside, how many lessons, how long access lasts
✔ Lead to enrolment with a “get started” button
Maria Tulchevska is a pastry chef and the founder of Art Dessert LLC in California. Her online school needed a website in English to sell its courses on éclairs and cake – to complete beginners who have never baked and to professionals alike.
I built the home page and the course page so that the desserts do the selling: large photos on a white background, graphite and sandy-gold blocks in a chequerboard pattern, and buttons with a black-to-gold gradient. The structure answers the buyer’s two questions – who is teaching, and what exactly will I learn.
The result is a website with a home page featuring the courses and an instructor section, and a “Contemporary Éclairs” course page with video, key figures and a module-by-module syllabus in an accordion. The mobile version has a header with a burger menu and a “get started” link, and the blocks line up in a single column.
A website where the desserts themselves sell the course.
Éclairs on a white background, close-ups of the glazes and cross-sections showing the fillings
Maria’s portrait, a quote, facts about the company and her students, and a mission block
Enrolment open → about the course with video → benefits → what you get → figures → syllabus
Modules from the intro lesson to decoration open with a click and don’t stretch the page
6 or 9 months’ access, 50+ printable pages and 36 lessons – in a single gold strip
Burger, monogram and “get started” in the header, course blocks in a single column
A restrained graphite-and-gold website that puts the éclairs and their creator centre stage.
The website’s main tasks are to:
Guaranteed reply within 24 hours.
The first call is free and with no commitment.
When you sell an éclair course, your strongest argument is the éclairs themselves. Using pastry chef Maria Tulchevska’s online school as an example, I explain how I built a website in English: a home page with the courses and their author, a course sales page with video and a module-by-module syllabus, and the mobile version.
Maria Tulchevska is a pastry chef and the founder of Art Dessert LLC. Her California company makes European desserts and pastries, works with local coffee shops and runs professional pastry classes online and in person across the United States. Maria has personally taught more than two hundred students.
The online school ART DESSERT by Maria Tulchevska needed a website in English to sell its courses – one on éclairs and one on cake. The flagship is “Contemporary Éclairs”, which promises that you can learn to make professional-quality éclairs even with no baking experience. My job was to make a website that makes this promise believable at first glance: build the home page and the course page, and put together the interactive blocks and the mobile version.
Maria’s éclairs look like pieces of jewellery in their own right: mirror glaze, gold leaf, berries. So the site doesn’t compete with them through decoration – the photos take the lead:
Most pages are built in a chequerboard pattern: a photo with text alongside on a dark or gold panel. This rhythm is easy to read, and the grid is easy to extend with new sections – a cake course page, for example.
The header menu is split by the monogram logo: “Éclairs”, “Cake” and “Your instructor” on the left, “Events”, “Professional blog” and Instagram on the right. The first screen shows Maria in a chef’s jacket, the name of the school, a short promise to teach professional-quality éclairs with no baking experience and two buttons – “éclairs” and “cake”. Visitors choose a course before they have even scrolled.
Further down, the courses are presented in chequerboard blocks: photos of desserts next to a dark panel with the caption “online course”, the title, a description and a “more about course” button.
In online learning, people buy the teacher as well as the curriculum. The “Meet Your Instructor” block opens with a large quote from Maria about how much time and effort it took her to master her craft. Next to her portrait is a gold panel with three facts: her company Art Dessert LLC, its partnerships with California coffee shops that sell pastries made to Maria’s recipes, and more than two hundred students.
Then comes a full-width strip of halved éclairs with a reflection, followed by the mission block: Maria holding an éclair and a quote about how much she enjoys sharing her knowledge and making contemporary pastry techniques accessible to everyone. A “more about Maria Tulchevska” button leads to her full story, and the dark footer brings together the menu, logo and contact details.
The “Contemporary Éclairs” page is built as a sales story. The first screen has the course title, the line “Enrollment is now open”, the promised result and a “get started” button next to a large photo of a raspberry éclair cut in half.
Next is the dark “About” block: an invitation to ART DESSERT and a note that the course was created by a professional pastry chef for people of any skill level. Alongside it is a photo of éclairs with a round “play” button for the course video – it shows the work more vividly than any text could.
Four benefits are worded as answers to the buyer’s doubts:
The “What You Get” block has seven numbered points with gold numerals and fine dividers: the secrets of decoration and mirror glazes, choux pastry and even, crack-free éclairs, contemporary desserts based on French techniques, keeping éclairs for up to two weeks, 7 fillings and 3 glazes, the theory behind every recipe and how the ingredients work together.
Then comes a gold strip with three course figures:
After a large macro shot of an éclair comes the “Course Syllabus” – the module-by-module programme on a dark background: an introductory lesson, the theory behind the recipes, then the practice – choux pastry, fillings, glazes and preparing the decoration. Modules expand when you click the “plus”, so the whole syllabus is visible without stretching the page.
On a phone, the header shrinks to a burger, the monogram and a “get started” link – the enrolment button sits right in the header. The first screen of the course page is rearranged into a column: the title, the éclair photo, the button and only then the text. The chequerboard blocks stack one below the other, keeping the alternation of dark and light, and the “play” button sits over the photo where the sections meet.
You can’t taste an online course before you buy it. People decide based on the website: can they trust the author, will they manage it, and is the course worth the money? So when I build websites for online schools, I follow a few rules:
If you are launching online courses or a school and need a website that sells your teaching, I can build it from start to finish: from the page structure to the front-end build, interactive blocks and mobile version.
