In this article, we’ll discuss the importance of a landing page for equity crowdfunding. We’ll see what elements the page should have, what role it has in each one of the phases of the campaign and finally we’ll see some examples. Let’s get on to it!
Why should you create a landing page for equity crowdfunding?
A landing page for equity crowdfunding is your main tool to generate momentum for your campaign. It will enable you to comply with the 30-90-100 golden rule of crowdfunding.
It will help you build an email list with potential backers qualifying them on how much they are ready to invest. Based on my experience, if you drive high quality traffic to your page you should get conversion rates (from subscribers to your email list to investors) up to 50%!
What elements should your landing page have?
Remember that people don’t like to read much. Keep it simple and to the point, making it visually appealing (including images and icons) and ‘skimmable’ (with bold, self-explanatory headlines)
- The campaign video if you already have it (not essential but highly recommended!).
- A clear call to action to invest and a succinct elevator pitch.
- The problem your startup is trying to solve and the unique solution you’re proposing.
- Your traction and team.
- Some key figures to help the reader decide if this is for them.
- A form to capture the following fields: name, email address and quantity to invest. This last field should be a dropdown list showing quantities to invest (I would recommend “£10 to £100”, “£101 to £500”, “£501 to £1,000”, “£1,001 to £5,000”, “£5,000 to £20,000” and “More than £20,000”. In this way you’ll be able to segment your audience sending them different messages. You’ll definitely want to talk to anyone that is telling you that they’ll invest more than £20,000!
- A versatile link that you can use in different ways depending on the stage of your raise. For example, you could use something with the shape of www.yourcompany.com/crowdfunding and re-direct people to the right place depending on where you are with your campaign.
I have created a landing page for equity crowdfunding. Now what?
Let’s discuss the role of your landing page depending on the phase of your campaign (in case you want to go deeper on these phases, here’s my article on the typical timeline of an equity crowdfunding campaign).
The main role of the landing page in pre-campaign will be to capture email addresses of potential investors in your equity crowdfunding campaign. To do so, we’ll need to send qualified traffic to the landing page (no one will know about it unless you communicate it!). Think about your circles: the 4Fs, customer base, suppliers, leading investor (if you have one) and their contact, your LinkedIn contacts…
If you already have an email list, filter it through your landing page – send them an email explaining that you’re planning an equity crowdfunding campaign and, as their call to action, ask them to go to the landing page and express interest. I would recommend to promote the landing page on your home page with a banner or similar. It’s also really important to communicate the upcoming campaign on social media (LinkedIn is particularly effective), always linking to your landing page during this phase.
Once someone signs up for your pre-campaign list, you should automatically trigger an email sequence leading to the launch of the campaign, keeping your audience engage and excited. I will write an article on this in the near future.
During the campaign
The role of the landing page switches now to drive traffic to the campaign in your platform of choice. Some people might click on links you might have shared during the pre-campaign – take them to your campaign page so they can invest!
You have the opportunity to turn your page into a quick explanation of what happened during the campaign for marketing and PR purposes. You can also capture interest from potential investors for future rounds.
Some examples of landing page for equity crowdfunding
Let’s see an example from the Cocoro crowdfunding campaign:
Also, the equity platform Seedrs has some great examples in their ‘Coming Soon‘ section that I would encourage you to check.
Wrapping it up
The landing page will be your main tool to build momentum for your equity crowdfunding campaign. If you have any queries or need support for your campaign, don’t hesitate to contact me.