Motley Fool Stock Advisor Landing Page Review

ARTICLE SNIPPET - A Close Look at a Sales Letter Landing Page from the Very Successful Publishers at the Motley Fool Reveals a Few Surprises

It's no secret that we at the Mequoda Group are big fans of the Motley Fools. In our Motley Fool Media Network Case Study, we chronicled the company's admirable history from its humble beginnings as an America Online discussion forum in 1994. And we cited the Gardner brothers' remarkable business model change in 2001 after the dot-com bust, which enabled the publishing company to rise like a phoenix to do $23 million in gross revenues in 2005.

Our Motley Fool Website Design Review gave them high marks in nearly every category, and we have mentioned the Motley Fool's exemplary online business practices in numerous Mequoda Library books and articles.

The Motley Fools do a few things differently from most other publishers and do lot of them very well. You know you're dealing with a hybrid publisher when its mission and values statement includes the words, educate, enrich and amuse. You don't normally see the word amuse in somebody's mission statement. And, of equal interest, under core values they include freedom to make mistakes.

• We find that many publishers use free content to largely just drive traffic to their website. Motley Fool is a great example.
• Motley Fool produces about 700 free articles a month and sends heavy syndication feeds to the major portals.
• That's its single largest source of traffic to their website.
• When they get a prospective customer to their website, the Fools don't just let you come there once and generate some traffic and maybe buy something or generate some ad impressions. They do their best to start a relationship.
• One key to converting casual visitors into paying customers is an effective sales letter landing page.

Let's look at just one of the Fools' seven landing pages and see how it measures up on the Mequoda Sales Letter Landing Page Scorecard.

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