folk. is a CRM app with an emphasis on the “R” (relationship) in CRM and ease of use. Simply put, you import data into folk. (extension, bulk uploader), enrich that data (add email, set up messaging sequences, track your pipeline, set up flows) and integrate with tons of tools to auto-sync data.

They were #1 on Product Hunt (PH) last week, so let’s deep dive into their landing page and onboarding to see what we can learn!

Landing Page

Here’s their landing page’s structure:

1. Nav bar

2. Hero

   1. Tagline

   2. Sub-tagline

   3. Main CTA

3. Product Visual

4. Social Proof #1

5. Feature Summary

6. Feature Details

7. Social Proof #2

Hero

This section is critical. It’s the “hook” to your landing page. If people don’t get this, you may not get that second scroll.

Tagline

You will notice they carefully chose the word “real” in their tagline to highlight their belief, mission and vision for folk which is focusing on fostering real relationships.

You will also notice that their tagline is extremely short.

Their tagline employs a similar formula to Jobright’s (and many other great product’s) which we analyzed last week: what value delivered how.

In this case:

• “close winning deals” is the value

• “build real relationships” is the how

Contrary to product taglines that only talk about the product value, the addition of “how” is there to convince and back up your promise.

The usage of “Build real relationships” is also a great hook - when you see this, you agree with it, but you can’t help but to wonder what exactly do they mean by real relationships, how does folk. help build that relationship, etc. This naturally gets you to scroll down to learn more.

Sub-tagline

This sub-tagline acts as a way to connect with the audience emotionally by focusing on a problem a lot of buyers and users of CRM would agree with. Yes, CRM is complicated.

CTAs

They have two CTAs:

1. the main one is “Try for free”

2. the other is “Get a demo”.

You will notice this is mirrored in their navigation bar. My assumption on this duo-CTA design is to cater to two different crowds:

1. ready to try it out;

2. not sure how folk. will help; don’t want to try to figure it out on their own and want to receive advice instead.

I love the inclusion of the second CTA - sometimes, trying a product is a high effort investment task - especially with CRM where you need to import data, set up flows, etc. So it makes so much sense for people to talk to someone who can learn about their use cases and tell them how they can best leverage the product.

I am curious to learn more about the metrics behind these two different CTAs though.

Product Visual

This section often features screenshots, demo videos, etc, but what folk. presented caught my eyes immediately.

At first glance: cool, this is such a simple sketch like design! It’s different! And that’s exactly what they want you to think. To me, this is such a great show not tell way to convey their belief that CRMs should be less complicated. And folks at folk. have a little bit of fun as well.

I also noticed they included most of their core features in this graphic: integrations, management pipeline, actions for individual contacts (data enrichment, flow), etc.

The super simple sketch design catches your eyes, and this simple flow helps you quickly understand the “how”.

Social Proof #1

Numbers speak for themselves. (and you can tell, ah the company is definitely European). Social proof is a must have - honestly, any social proof is better than not having any.