How to build a powerful campaign page for equity crowdfunding

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How to build a powerful campaign page for equity crowdfunding

Website landing pages are digital shopfronts, and your campaign page is no different. All of your marketing will signpost to this point. It’s likely to be the first touchpoint where your investors get a true grasp on you and your offering. No two-ways about it: it’s got to be wow-factor.

What should my campaign page look like?

Essentially, your campaign page is a more marketing-centric version of your offer doc. Its purpose is to present that content in a more attractive, concise and engaging format. 

Visual elements are much more key here. We see images before we see text, and the first thing an investor sees will form their first impression of your company. Your hero image or video should ideally be of your product, but if you’re not marketing a tangible item, make it something super relevant to your offer - your team, your offices or location, or your branding elements. 

The recommended format, and the one we subscribe to, is one leading billboard-style image or video as opposed to several smaller visuals. On a dedicated campaign page, less is more. You don’t want to confuse or distract the gaze. The longer your investor is distracted by pictures, the slower they’ll move onto your core pitch. Add colour and interest, but keep them moving along.

How much written content should my campaign page have?

First and foremost, we advise being mindful of text volume and layout. You’ll need to say a lot with a little. If your landing page video makes it obvious your company brews craft beer, don’t waste words telling your audience you brew craft beer. Instead, tell them why it’s different, the problem it solves, or what the broader brand values are. If your product is complicated or multi-faceted, let an image do the talking. 

This said, depending on the complexity of your offer, high copy volume can be difficult to avoid. Our layout formula starts you off with an Overview and Elevator Pitch section to investors’ appetites. Big figures work well here. Below that, we can consult with you on what’s necessary and what’s not - a surprisingly difficult discernment to make when you’re close to a product. 

Another thing to avoid is generic campaign words like ‘support’, ‘goal’, ‘achieve’, ‘fund’, or the dreaded ‘opportunity’. Since so many campaign pages build their sentences around these five words, prolific investors will have read them countless times, leading to instant glaze-over. It’s traditionally used by bloggers, but have a scan through Jon Morrow’s Power Words for some more attention-grabbing alternatives. 

What key elements should I include on my campaign page?

Once you’ve made your impact with your image(s) and bullet points, you can start to expand a little on who you are. One or two testimonials worked into your scroll-down can lend credibility and bolster your standing. This is optional, but the following are things that no campaign page should be without: 

Problem and Solution - what problem have you identified in the market or industry you’re operating in? How are you solving it, and if you have competitors, how are you doing it uniquely?

Market and demand - the first thing many investors will look for (and grill you on) is market research. Use a prime spot high on your campaign page to demonstrate your understanding of your target audience, demographics, competition, and demand. This is a good opportunity to get some graphs and figures into the mix to break up the text. 

You and your team - people like faces, so make sure yours is appearing somewhere (not everywhere!) on your campaign page. A personal sign-off at the end of your introduction, including a small thumbnail and your name or signature, can be an elegant way to engender familiarity. Establishing who’s who and putting a face to a name helps investors feel a personal connection. You might like to delve a bit into your brand story here, but remember - keep copy to a minimum. 

Exit and risk - naturally, the investor’s goal is to make their money back when the start-up exits. You’ll need to have a coherent plan established for this process. You’ll also need strategies lined up for potential setbacks, unforeseen difficulties, cash flow problems or insolvency. All of these should be established upfront.

We work in tandem with you using tried-and-tested methods and real-time market experience to turbocharge the impact, credibility and effectiveness of your campaign page. We also put you in front of our exclusive pool of investors by hosting your campaign on STAX.

Talk to us here to discuss boosting your visibility and accessing a whole new audience. 

James Brannan

Director of Operations at STAX

Sam Henderson

Director of Marketing at STAX

Natalia Forato

Social Media Manager at STAX

All views, investment or financial opinions expressed are those of the author and do not necessarily reflect the official policy or position of STAX. The information contained in this post is not investment advice or a recommendation to buy or sell any specific security.
Understand the Risks

Under crowdfunding legislation in Australia, STAX is what’s known as a ‘gate keeper’. That means we’re obliged to check certain company details on your behalf. Read more about how we select companies here.

Like anything in life though, investing on STAX comes with risks. While we carefully screen every company, we can’t actually guarantee their success. Nor do we give any investment advice or take responsibility for losses. We’ve covered the general risks here.

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