Market Your Website Before You Launch with a Coming Soon Page

Gone are the days of waiting for your product or service to be public-ready before you start marketing.

A coming soon landing page allows you to attract attention to your brand even when your product, service, or website isn’t ready for launch.

The best part?

It takes less than an hour to get your coming soon page up and running to generate email signups and have leads ready to purchase your product or service once you launch.

What is a coming soon landing page?

A coming soon landing page, also known as a pre-launch page, is a landing page intended to direct visitors to learn more about your business, product, or service.

It acts as a placeholder for your website, so you can continue to build it out until it’s ready for launch, giving business owners a head start on marketing, collecting email addresses, and early feedback from your target audience.  

What makes an effective coming soon landing page?

Before creating your coming soon page, you must determine its purpose.

If you plan to use it as a short-term placeholder while you finalize your product, service, or website, then you can get away with it being short and direct.

On the other hand, if you plan to use your coming soon page as a detailed pre-launch sales pitch, it could be a lengthier landing page.

Regardless of its purpose, there are a few characteristics your coming soon page should have to make it most effective.

1. Explain what your audience can expect and when they can expect it

You don’t want to keep your audience in the dark about what your business is planning on launching. On the same token, you don’t want to leave your visitors wondering whether to expect your launch next week, next month, or next year.

Your audience must know what you're getting ready to launch and when you intend to do it, so they can get excited and come back to your website when the time comes.

Also, you can gather feedback from your audience on the product or service, allowing you to improve it or your website before launch.

2. Compel your audience, but don’t overwhelm them

In most cases, less is more with a coming soon landing page.

Most people don’t read past the headline of a web page, so be sure you’re concise, direct, and compelling.

Create an impactful headline and then add a short description of your product or service, how it will solve your audience’s problem, and how they can stay in the loop as launch day draws closer.

3. Build out your email list

It’s common for visitors to forget when the launch date is, especially if it's months away from when they visited.

Having a way to capture their email on the coming soon page eliminates this issue and ensures you can remind them about your brand when launch day gets closer or arrives.

Offering them an incentive, such as an exclusive discount, entry into a contest or giveaway, or behind-the-scenes content of your brand can improve your chances of collecting their email address.

If you plan to have a more detailed coming soon page to pitch your product or service before launch, consider adding a pre-order option as well. This can help you gauge demand and help ensure you have enough inventory.

4. Make it easy for your audience to get in touch and spread the word

Be sure your audience has a way to get in touch with you and that it’s on your coming soon page.

You should have your social media links, email address, or a live chat feature to connect with your audience to collect feedback, answer their questions, and help them quickly spread the word about your brand.

Your coming soon landing page is all about creating buzz about your brand and upcoming launch, so making it easy to share on social media increases the chance of your audience sharing it on their platforms.

5. Don’t overdo your call-to-action

When a webpage is flooded with different forms, you decrease the likeliness of your audience completing any of the actions you want them to take.

Instead, choose one call-to-action (CTA) for your coming soon page to keep your audience focused on completing one task, which will likely be an email signup.

It’s better to have fewer places on the page that your audience can wander off to, so aside from your one CTA, you should only include your social media links to maintain your audience’s attention.

6. Set a countdown

Including a countdown clock on your coming soon landing page is a great way to show your audience that your launch is getting closer and typically increases the page’s conversion rate.

If you’re unsure of the exact date your product or service will be launching, use a more general timeline until you figure out the date, such as “coming this summer.”

This will give your audience an idea of when they can expect the launch until you have the exact date figured out. Once you do, update your coming soon page to include a countdown.

Without giving your audience some idea of when they can expect the launch to happen, your coming soon page can look forgotten about, which could make your audience look for a solution elsewhere.

It’s not always necessary to have a coming soon landing page, but taking advantage of one offers a unique opportunity to receive customer feedback, create buzz, and generate leads even before the product or service launches. 

Creating a coming soon landing page for your upcoming launch can give you the edge you need to take over the eCommerce market.

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