Example of A+ Landing Page from the Womack Company
In the past, I’ve posted examples of landing pages that didn’t quite work.
However, I just ran into a GREAT landing page produced by the Womack Company, whose ad in this morning’s HARO email caught my eye.
(For those you who don’t know, HARO emails come three times a day — and they are stuffed full of queries from reporters and editors.)
Womack helps professionals overcome the daily overwhelm of email, meetings and other distractions, so of course I clicked through to their landing page and was pleasantly surprised to read this ad-specific headline and copy:
Want more time for HARO? We show you how . . .
We’re huge fans of HARO ourselves, so we’re delighted you’re here. We know you’re great at what you do. You’re organized and productive, and now you’re considering taking on something new… But you’re already busy. And there’s another HARO email coming any minute now…
We help workplace performance, so you have the time for what you want in life. We study this stuff, so you don’t have to. Fine tuning your organizational tools, technology and systems. That’s what we do.
The page includes a number of different ways you can interact with the Womack Company including:
1. An e-newsletter — If you don’t read the newsletter by the end of the week, Womack will remove your name. That is how serious they are about your time effectiveness. (I instantly signed up.)
2. The HARO DVD package — Learn how to save an hour a day, and if you’re a member of HARO, you get a nice discount.
The company also offers articles and individual coaching.
What I like about this page is that it offers products at all levels of the sales cycle. I’ve never heard of the Womack Company, so I started the sales relationship by signing up for the e-newsletter. If I like it, I might order the DVD/CD package.
I also like that it’s tied directly to the HARO ad and that it has a “home-grown” feeling versus being agency slick. Including a picture of Jodi Womack and HARO’s Peter Shankman gave the entire promo total credibility. In addition, the copy lacks hype and hard sell and is down-right friendly to boot. I’m sold.
October 2nd, 2008 at 8:34 pm
Hi Dianna, thank you for sharing! This is *excellent* for all the reasons you say. Kudos to Womack!
What I would improve: the second and final paragraph of the intro.
To me it’s the only weak link in the promo.
It doesn’t flow as well as it could from what’s said in the first paragraph. It doesn’t communicate “what’s in it for me…really?” as well as it could. And in the process momentum is lost.
After chewing on it: Keeping the headline and first paragraph the same, a stronger intro might read like this…
—
*Want more time for HARO? We show you how…*
We’re huge fans of HARO ourselves, so we’re delighted you’re here. We know you’re great at what you do. You’re organized and productive, and now you’re considering taking on something new… But you’re already busy. And there’s another HARO email coming any minute now…
Already-organized and productive executives come to us because we help them accommodate what they need into their schedules — today, tomorrow, and beyond — while making more time for what they want in life. (Yes, it can be done…) They come to us because we *study* this stuff!
—
I’ll probably look at this suggestion later and think of something better. With that in mind I would love to hear other opinions!
Thanks again Dianna!
October 3rd, 2008 at 12:13 am
Mike,
Yes, I agree with you and thought the same thing, but I thought it was a small quibble — I was concerned more with the fact that the landing page is targeted to its readers.
It also shows that you don’t need to spend a bazillion bucks to develop an effective landing page.
October 3rd, 2008 at 6:25 pm
Wow, thanks! I built the landing page for our HARO promo. I wish I would have known about this community for help BEFORE our big launch! But I’ll know where to turn for future feedback.
I made the HARO landing page in iWeb, just like the rest our of our site. I LOVE the Mac because it lets me make a page on the fly, for free and get it up.
My goal was to create something custom for the audience, and to let them get to know us. I’m glad you liked the photo. It’s a little cheesy, but then again, so am I.
I’m going to take your recommendation for the 2nd paragraph and see what I can do to improve it. Thanks again.
Jodi
October 3rd, 2008 at 8:37 pm
Jodi,
My pleasure! I could see you made the page on the fly — which is why I liked it.
October 5th, 2008 at 12:25 am
Dianna;
Am I missing something?
IS this the landing page:
http://www.jasonwomack.com/HARO.html
If it is, I have to say it by no means an excellent landing page.
Sorry to disagree.
One of the most obvious mistakes on this page is a lack of any description of what HARO stands for in the first few lines.
There are lots of other issues I see here. (For example, it immediately begins selling…)
But anyhow.
My thoughts.
Mike
October 5th, 2008 at 2:34 pm
Mike,
Jodi directed people from the HARO list to this page — I doubt she will be using this page for any other ad she is running.
I gave it an A+ because it’s targeted to her audience — HARO readers.
She also gives multiple offers depending where one is in the sales cycle. As I said, I had never heard of The Womack Company, so I signed up for the newsletter . . . a good first step in any sales process.
I also like it because the language fits Peter Shankman’s language — friendly and casual.
Of course, if you are not on the HARO list, this landing page makes no sense whatsoever.
October 5th, 2008 at 7:43 pm
Michael,
I appreciate your constructive criticism.
And the sales issue is a tough one to navigate. We bought the ad space on the HARO newsletter and were hoping for a return on that investment including new people in our network (ie web visitors & newsletter subscribers) as well as DVD sales and queries in to our coaching programs.
As Dianna mentioned, the visitors to this landing page would come directly from HARO (Help A Reporter Out) enewsletter by clicking on a specific unique link.
I was hoping that the free video tip from the DVD and the fact that the enewsletter are free and our corporate articles are potentially free, depending on the usage. I made a very generous return policy for the DVD, I thought, as to decrease the risk of buying something from us.
I would actually appreciate hearing your suggestions to making this an even better landing page, from a business perspective… I’ll continue fine tunning it and reusing for other promotions.
Thanks & looking forward to your comments.
Jodi
October 7th, 2008 at 5:39 am
Hey Jodi;
I think the issue about the page is that I was overwhelmed with so many options.
I think you might want to focus some copy on the high value content.
The strategy that many businesses use involved providing content first and then trying to sell a bit later in the sales cycle.
Mike
October 7th, 2008 at 3:05 pm
Mike,
Thanks again for visiting my blog and offering your advice. I appreciate it!