Preparing for the flood
The story of how we helped KinectAir get ten times more signups in one weekend than they had in one year.
Kevin was KinectAir's CFO, and this is his version of the story: they created this problem for themselves.
They were building a new product, empty leg flight scheduling, the empty seats on planes already flying somewhere, sold at cost.
Good idea, worth talking about.
So good that somebody on the team mentioned it to their press team, and the press team landed a segment on CNN.
Great problem to have, except nobody asked the question that actually matters: what's the point of a CNN segment if the bucket you're pouring that traffic into doesn't hold water?
That's exactly what their website was.
Not a bucket with a few cracks in it, a bucket with no bottom.
No way to explain what an empty leg flight even was, answer the obvious objections, no way to point a stranger toward booking one, no way to even capture the lead once they showed up.
You could pour the entire viewership of a national news segment through that site and every drop would run straight through and out the other side.
And we fixed it.
Here's the part worth stealing for your own project: a lot of the branding pieces were there. The typeface and color palette were good, so those stayed exactly as they were.
What we filled in was everything that was missing around it: iconography where there wasn't any, pattern and texture where the page was flat, layouts with actual craft in them, and underneath all of it, the same persuasive, sales-driven copy we write for every client.
- Explain the offer.
- Answer the objection before it's asked.
- Make the next step obvious. The segment aired and KinectAir went viral off the back of it.
In one weekend, they captured 10 times more leads than they'd gotten in the entire previous year, because, for the first time, the bucket held.
Pouring more traffic into a leaky bucket doesn't get you more water. It gets you a bigger puddle on the floor.
— Zach 🤘
