The Jacobson Flare

Brief: Review, re-structure and optimise existing website content for an app to land airplanes developed by a retired Qantas Captain.

Goal: To increase engagement, organic search traffic and conversions.

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Project delivered December 2016

Following an independent appraisal of our website, my business advisor connected me with Libby Hakim who describes herself, simply, as ‘a copywriter based in Sydney’.

Libby is much more than she claims, so modestly. A brief initial telephone discussion was enough to convince me that this lady had invested much time and thought into her business – that she really knew her subject and was genuinely interested in getting to know mine, which is somewhat technical.

Our joint aim was to review and optimise the Jacobson Flare website to encourage more visitors, to make the website more appealing to visitors and to convert more visitors into buyers of the Jacobson Flare app, an interactive explanation of the world’s first and only universal, quantifiable aeroplane approach and landing training technique.

Libby quietly cut to the chase, demonstrating very quickly her full understanding of the product and the driving force behind it – to improve flight safety around the world. The flow and structure of her initial interrogation of our needs was detailed and so logical. The first and subsequent Copydeck submissions were laid out almost like sheet music – my first experience in viewing a website actually written down!

My media manager and web-and-app designer was equally impressed with Libby’s clear and straight language and the fresh menu and content suggestions, while retaining the best items from the original site. He was then able to translate Libby’s Copydeck into the amazing website, along with his own inimitable styling and creative skills, that we have, today.

The aspect that most impressed me, most of all, was that when the first draft view of the new website was shared, Libby’s copy literally jumped out of the pages at me. It had me excited and interested in learning more about my own inspiration – and I have been living and breathing this subject since 1965!

If Libby’s writing can do that for the author, imagine what it can do to communicate our safety message to pilots, at all levels of experience, around the world.

Already, our website audience has shown a marked increase in visitation and while the new site has only been live for about a month, the early signs of conversion to app sales are encouraging.

I thank Libby for her meticulous planning, her grasp of the topic, her creative and clear writing and the cross-linking between menu items, ensuring greatly-improved search engine optimisation. Her work represented great value and was delivered on schedule to a standard that well exceeded my expectations.

We will direct any further related work to Libby Hakim – a copywriter based in Sydney.

David Jacobson

Captain David Jacobson (B737 MEL, retired) , The Jacobson Flare (formerly Qantas)

Sample page: Homepage

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Sample page: Better landings

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Sample page: About

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