People with expertise in a particular industry or a repeatable process with a track record of success often wonder, “Can I create my own certification program?”

After all, many people may already be seeking their expert advice. So, why not develop a way to help more people at once?

In this article, we’ll explore the answer to this question.

Can I Create My Own Certification Program?

Yes, anyone can create their own certification program, provided they have industry-recognized expertise in a specific field.

Other indicators of designing a certification course are:

• They run a coaching business and are ready to scale without compromising quality.
• They’ve developed a repeatable process with a proven track record of success.
• They’re looking to unlock new revenue streams while gaining more time and creative freedom.

Wondering whether people will sign up? That won’t be a problem with a compelling messaging strategy. 

I’m Nora Sudduth, and I’m here to give you on-demand support for shaping key messages that convey the benefits of your course to your target audience. Schedule a call with me today!

What is a Coaching Certification Program?

A coaching certification program is a non-traditional route (compared to a college or graduate degree) by which industry experts can teach others industry-specific skills.

There are four types of certification programs to choose from, namely:

• In-house certification courses: Designed for employees and team members, these courses enable you to maximize your impact by equipping your team to be at the same level as you.
• Licensing certification programs: Intended for coaches and business owners who have developed systems, processes, and methods and want to let external parties use and promote them.
• Educational certification programs: Allow you to share industry-specific expertise related to an undergraduate or graduate course. Credits earned through such programs are typically transferable to a degree.
• Affiliate certification programs: Equip affiliates to adopt best practices and gain a deeper appreciation of your brand.

Why You Should Launch Your Own Certification Program

Unsure whether a certification program is right for you?

Here’s how it can transform a business:

1. Expanding Your Reach

Create an in-house certification program to move beyond the one-on-one business model.

Additionally, train others to deliver the same results and scale impact across more clients.

2. Generating More Income

Converting existing assets into courses can open up a new revenue stream without requiring significant time or resources.

3. Turning Trade Secrets into Sellable Assets

If an expert has developed business models or processes that consistently deliver impressive results, those can become sellable assets through a licensing certification program.

As a result, they not only boost revenue but also extend their brand’s influence.

4. Increasing Brand Awareness

Certification programs expand the expert’s network by connecting them with other industry experts and professionals. A larger network brings more opportunities for business growth and deeper access to industry insights.

Want to create your own course but don’t know where to start? Let’s connect for a discovery call to see if we can work together and transform your ideas into sellable assets online.

What Makes a Certification Program Credible

Certification programs, whether for-profit or not, should have the following features to make them credible:

• Accreditation Status: The training provider should have external validation from national and international bodies to ensure they meet the standards of quality and integrity.
• Standard-Based Curriculum: The program should follow the established operating procedures, have documented policies, and clearly outlined best practices.
• Clear Learning Outcomes: The training program should have clear and measurable outcomes, such as knowledge, skills, and competencies, that the audience can gain upon completing the program.
• Assessments: The assessments and tests should verify that the participants have the required qualifications to perform their professional responsibilities competently.
• Clear Certification Requirements: There should be specific eligibility requirements for participants to join the program.
• Qualified Subject Matter Experts: These experts should possess real-life insights and must assess the various phases of the assessments, developing test questions accordingly.
• Transparent Program Structure: The training certification should have a precise duration and cost that align with the value and benefits the audience will get from the program, including advancing in their career or getting recognition.
• Ongoing Monitoring: The certification program must be monitored to assess performance year after year, modify the tests, and incorporate emerging skills into the curriculum.

Essential Elements of a Certification Program

Ready to design a certification course? Here are the key elements:

• Course Curriculum: This is the foundation of any certification program. It outlines key components, such as the topics to cover, the platform to use, the course level, and the content structure.
• Learning Objectives: These define the specific competencies and skills that participants will gain through the course.
• Assessment Tools: To measure each participant’s mastery and determine their eligibility for certification, the course should utilize tools such as comprehensive exams or practical evaluations.

Tip: It’s important to keep the course relevant. Feedback from mentors and industry experts offers invaluable insight into whether the course aligns with current standards and delivers meaningful results.

How to Build a Certification Program Step by Step

Creating a certificate program entails careful planning, developing content, designing an assessment, and refining the program.

Learn the detailed process in this 8-step roadmap:

1. Understand the Industry Standards

The first step in building a certification program is to clarify the industry standards established by recognized bodies. The areas to consider are:

• Understand the benchmarks and best practices that are agreed upon within the industry to ensure the quality of the certification program.
• Check the minimum qualifications for a trainer or instructor.

2. Assess the Market

Thoroughly research the industry landscape to identify knowledge gaps and ensure the program offers a unique value to the target audience. To achieve this, here are some actions to implement:

• Use surveys and interviews to understand the needs of the prospects, their expectations, and perceived value.
• Analyze competitor programs to understand their structure, pricing, and customer reviews, uncovering gaps and audience pain points to differentiate an offering.

3. Define the Certification Program Goals

Set specific goals for the certification program to guide the creation process and measure success effectively.

Some examples include:

• If it’s a creative and design program, the goal could be to help learners use Adobe Creative Suite tools to create professional and visually appealing content.
• If it’s a leadership certification course, the goal could be to help participants develop emotional intelligence, practical communication skills, and sound decision-making in their leadership roles.

4. Create a Structured Curriculum

With the goals set, it’s time to create a customer learning experience that delivers psychological impact and aligns with industry standards.

Here’s how to go about it:

• Create supporting materials, such as videos, quizzes, and case studies, that align with the intended goals.
• Outline the prior skills needed, define the time period required to complete the program, and specify the practical outcomes that learners should demonstrate.

5. Develop Assessment Methods

Design assessments that reflect what the learners should know (or do) by the end of the program. The assessments should measure real-world skills and align with the project’s objectives.

To build a credible assessment:

• Involve experts to verify whether the assessment methods effectively demonstrate applied skills in context.
• Follow the relevant legal and regulatory requirements.
• Test the evaluation and refine the questions, format, and assessment policies.
• Implement security measures on remote exams and create retake policies.

6. Pilot Test the Program

The next step is to test the certification program with a small, diverse audience (approximately 50 to 100 users) to gather feedback, identify potential issues early on, and refine the training program.

The following checklist should help:

• Check the live website and registration system.
• Ensure there is a functioning payment system with transparent pricing plans, discounts, and scholarships.
• Have a feedback loop to encourage participants to leave feedback for continuous improvement.

7. Launch and Market the Program

Once the trial run is complete, launch the program. Define strategies to ensure it reaches the right audience, drives engagement, and achieves long-term success.

Here are the key areas to focus on:

• Use digital platforms like Thinkific for easy access to the course materials.
• Plan the marketing strategy and highlight the value proposition of the program through channels like social media, email, webinars, and the website.
• Have strategic partnerships to connect participants with hiring opportunities.

8. Audit and Update the Certification Program

The certification program requires regular updates to reflect the evolving industry standards, technologies, and learners’ needs.

To keep a program relevant and practical:

• Monitor if the program demonstrates real-life skills.
• Review the completion rates and feedback to determine the effectiveness of the program.
• Ensure continued education so the trainer remains competent and adds value to the program.
• Leverage tools for reporting, issuing certification, and monitoring compliance trends.

Need help designing and marketing your certification program?

We can collaborate to define the scope of the program and align your course to your audience’s needs. We’ll also craft a compelling brand narrative that positions your certification as a go-to authority in your niche.

Schedule a 20-minute discovery call and launch your certification program with clarity.

Challenges of Creating a Certification Program

Here are some common challenges individuals often face when building and launching a certification program:

Limited Market Demand

During market research, there may be only minimal data that may not accurately assess demand. As a result, people may rely on estimates or broader industry trends that may not reflect interest within their specific niche.

One way to navigate this challenge is by collecting direct feedback from a particular network to better understand which competencies are truly in demand.

Keeping Courses Affordable

Developing and maintaining a certification program can be costly. Time and budget must be allocated to consult with subject matter experts, create accurate assessments, and choose a suitable platform to host the course.

To reduce costs, some choose to host the course on their own website, plan the course in advance, and create original content such as video lessons.

Ensuring Certification Validity

In a landscape where anyone can launch a certification, questions around credibility and real-world relevance naturally arise.

To ensure legitimacy, it’s essential to involve trusted experts who can help design accurate, legally sound, and industry-recognized assessments and materials.

Low Enrollment Rates

Even with valuable knowledge to share, many struggle to attract learners simply because their target audience isn’t aware that the course exists.

This challenge often stems from weak or unclear marketing. Improving messaging, refining positioning, and clarifying the course’s transformation can significantly boost interest and enrollment.

A messaging strategy is essential to any successful certification program because it gets the attention of the right audience, clearly communicates the course’s value, and inspires people to engage.

In other words, it’s not something you should attempt to do yourself if you want to achieve results. You need a messaging strategist to help you shape compelling key messages.

Mistakes to Avoid When Creating Your First Certification

Creating the first certification program comes with a steep learning curve.

Here are the top mistakes likely to occur during the development and implementation process:

• Lack of Market Research: New certification creators often don’t conduct market research to understand the audience’s pressing needs and their willingness to pay for the program.
• Choosing the Wrong Experts: Another mistake is choosing an expert with limited experience and expertise to assist in various stages of program development and validation of the assessment methods. A minimally qualified individual will not provide the insights to expand the certification scope.
• Thinking It’s a One-Time Project: Another mistake certification creators make is believing that launching the training program is the final step in the process. The lack of continuous checks and maintenance results in outdated content, which can negatively impact the program’s reputation.
• Absence of Effective Test Security Measures: Creating exams without developing comprehensive test security measures is another problem. Failure to have security measures in place can affect the appeal, credibility, and value of the certification. For example, if there are no non-disclosure agreements (NDAs) from all staff members regarding the exam content, it might get leaked before the test.

Frequently Asked Questions (FAQs)

Below, I’ve tackled some of the most common questions about creating a certification program:

Can Anyone Create Online Courses and Issue a Certificate?

Anyone can create an online course and issue a certificate as long as they:

• Have industry-recognized expertise
• Have a proven record of success with the processes they’re imparting
• Collaborate with other experts to ensure that the course’s curriculum and assessment methods meet legal and industry standards.

How Do You Structure a Certification Program?

To build a certification program:

• Identify the objectives and scope of the course
• Establish certification standards
• Create a curriculum
• Develop assessment tools
• Review for accuracy and industry relevance
• Promote your course with strategic messaging. 

How Long Does it Take to Create a Certification Program?

It typically takes six months to a year to build and launch a course. 

However, the exact time varies depending on course complexity, duration, and objectives. 

Is It Legal to Certify Others in My Own Method?

Yes.

It’s legal to certify others in your method, especially if you’re offering coaching, you’ve developed a framework, or a technique. However, you cannot certify someone in a regulated profession, such as medicine or law.

How Can I Promote and Sell My Certification Effectively

Here are ways to effectively promote and sell a certification:

• Create a unique value proposition that clearly outlines the benefits the program provides.
• Create a customer acquisition funnel to guide the customers from awareness to conversion.
• Use strategic messaging that speaks to the pain points the audience has and the value the program provides.

Should I Offer Recertification or Renewal?

Offer recertification if the industry is evolving quickly and there is a need for ongoing competency for safety and performance.

On the other hand, offer renewal if the primary knowledge doesn’t change and the certification is based on trust.

Conclusion

Launching a certification program is an excellent way to amplify impact and revolutionize one’s business.

Worried your course won’t sell? Watch your sign-up rates soar with persuasive messaging.

Together, we can collaborate to shape and refine your messaging, showcasing the unique value that your course provides.

Book a discovery call with me today.