Joel Chury
Est. 2004  ·  Paraguay / Canada
FAQ

The questions I get before the call.

Answered the way I’d answer them across a table. If yours isn’t here, ask me.
01 WHAT IT IS
What is an investor landing page? What’s the difference between a third-party page and an in-house one? How is this different from the investor page already on our site? What do you mean by an angle? Why not just have our web developer build it?
02 WHERE IT FITS
We already have a campaign running. Where does this fit? Does this replace our IR firm? Do you buy the advertising too?
03 WHAT YOU GET
Who owns the page? What happens to the email addresses people leave? Does your name appear on the page? What do we actually receive?
04 HOW IT WORKS
How long does it take? What if we don’t like it?
05 MONEY
What does it cost? How does payment work? Do you take stock, or a percentage of the raise? Will you work on a success fee?
06 FOR THE BOARD
Is this promotion? Where do the facts on the page come from?
07 PRACTICAL
Where are you based? How do we pay someone outside Canada?
01WHAT IT IS

What is an investor landing page?

A single page built around one reason to own the stock, made for traffic arriving from a campaign. There are two kinds. The rented kind is built and hosted by the firm running your campaign, and it comes down when the budget stops. The in-house kind lives on your own website and stays. I build the second kind.

What’s the difference between a third-party page and an in-house one?

Where it lives and who keeps it. A third-party page sits on the vendor’s domain, carries a paid-promotion disclosure, and reports its traffic data to whoever built it. An in-house page sits on your company’s own domain, speaks in your company’s voice, and keeps converting after the campaign ends. I wrote the third-party kind for years before I started building this one.

How is this different from the investor page already on our site?

Most investor pages are built to hold information. Fact sheets, presentations, a news archive, all organized for someone who already knows why they came. A stranger who clicked an ad ninety seconds ago needs something else, and that’s what this page is for.

What do you mean by an angle?

An angle is one distinct reason to care about your company. A grade story, a takeout story and a macro story are three different arguments aimed at three different readers. Most companies hold three. Some hold five or even more. A few hold one, and I’ll tell you if that’s you. And each angle attracts and appeals to a different type of reader.

Why not just have our web developer build it?

Your developer builds what someone hands them. The hard part is deciding which of the six stories in your deck is the one a stranger will stop for, then writing it so a person who has never heard of you finishes reading. I hand your team a finished page as clean HTML. They upload it and add it to your sitemap.

02WHERE IT FITS

We already have a campaign running. Where does this fit?

Keep the campaign. The traffic you’re already paying for has to land somewhere, and right now it lands on a page built for a different job. Nothing about your media buy changes. The destination does.

Does this replace our IR firm?

No. Your IR firm handles the shareholders you already have, the calls, the conferences and the disclosure calendar. I build the page that turns a stranger into someone worth their time.

Do you buy the advertising too?

No, and I take no percentage from anyone who does. If you need media buyers I’ll introduce you to people whose work I’ve seen up close, flat fee, and you deal with them directly. My lane is the page the traffic lands on. I work with them along the way.

03WHAT YOU GET

Who owns the page?

You do. It sits on your domain, in your brand, and it stays there after the campaign stops. Issuer-owned and issuer-housed. If we never speak again, you keep everything.

What happens to the email addresses people leave?

They’re yours. The list sits in your account and what you do with it afterward is up to you. Every angle ships with a welcome email written for the reader who signed up through that page. If you want the follow-up sequence built too, that’s a separate piece of work and I’ll quote it.

Does your name appear on the page?

Not anywhere a reader can see. The page is your company speaking, and a byline would break that. There’s a machine-readable production credit in the code, which I remove on request.

What do we actually receive?

A finished page, designed, in your existing brand, as clean HTML your web team publishes in minutes. Not a Word file. Not a copy deck.

04HOW IT WORKS

How long does it take?

Up to two weeks per angle from kickoff. Most of that window is absorbing your story and testing what pulls rather than typing. You review the real page on a private preview link in your browser before anything goes live.

What if we don’t like it?

Two revision rounds are built into every engagement. I rarely need them. Nothing publishes and no final files change hands until you approve the page.

05MONEY

What does it cost?

A flat fee, quoted per engagement. No monthly retainer and no clock running. I give you the number on a call once I’ve read the story, because what it costs depends on how many angles are actually in there.

How does payment work?

Flat fee, paid on a schedule set by the size of the engagement. What doesn’t change is the approval step. Nothing publishes and no final files change hands until you’ve signed off on the page.

Do you take stock, or a percentage of the raise?

No. Cash, flat fee. A hired gun doesn’t take land as payment, because land means staying. Paper works the same way. It only turns into money when I sell it, and then I’m a seller in your stock at a moment nobody picked.

Will you work on a success fee?

No. In a junior, the share price is a poor scoreboard for the work. Cheap paper from an earlier round hits the bid the moment a story starts working, and the chart shows you that instead of the campaign. I’ve been paid that way before and watched it happen.

06FOR THE BOARD

Is this promotion?

It’s your company explaining itself on your own website. No price predictions, no targets, and nothing telling a reader what to do with their money. Every fact is footnoted to a source your counsel can open, and nothing ships without your approval.

Where do the facts on the page come from?

Your filings, your news releases and primary sources. Company claims link to company paper. Macro claims link to institutions and reputable sources. Never a forum, never a newsletter, never anyone selling something.

07PRACTICAL

Where are you based?

Rural Paraguay, by choice. I run an hour or two ahead of Toronto and four or five ahead of Vancouver, so what you send at the end of your day is handled before your next one starts.

How do we pay someone outside Canada?

The same way you pay a domestic vendor. Canadian clients are invoiced in Canadian dollars. US clients are invoiced in US dollars. No GST or HST is added to the invoice.

08The Next Step
Tell me your ticker. I’ll tell you what I’d build.
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