Best Practices For Coming Soon Pages

By Josh Ledgard

A coming soon landing page is a sign up landing page designed to generate customer leads for a product or business that does not yet exist. A great coming soon landing page, focuses on one primary objective: getting people to sign up before launch. Do this right and you can build enough initial brand momentum to sustain an enormous amount of signups pre-launch 🙂

Launching a new product or service? KickoffLabs offers the perfect set of tools for growing your audience with a viral boost. Check out KickoffLabs! Now, follow along as we go into the best practices designed to make your launch more successful…

best practices infographics

1. Don’t skip talking to customers first

Before you buy the domain, put up the launch page, and start drafting up an employee stock option agreement; you should be sharing your idea with potential customers. That means hitting up friends, people at coffee joints, folks off the street, etc. Following the principles of the Lean Startup of “getting out of the building” and validating your idea by talking to real people. Spend time listening to them explain the problem you are trying to solve. Everyone you talk to should walk away knowing that you understand their pain, are committed to solving it, and are taking their ideas seriously. That’s the foundation for any great customer relationship. Ask the right questions, let them speak, and write things down. By first talking to potential customers, you’ll be able to:

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2. The sooner you start collecting emails the better

Finding customers is a combination of art and science. It’s going to take longer than you think. Your pitch is not as refined as the idea in your head is. You don’t really know if people want to buy that thing you’re slaving away at. Market validation is the name of the game, and collecting emails is the best way to prove there is real demand. Timing is critical. The sooner you publish a landing page for your product, the sooner you can:

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3. Design your landing page around the sign up

Zense Prelaunch landing page

Design, layout, copy, images, CTA’s, etc… ALL of these elements play into how well your landing page will convince people to give up their email address. Keep the primary goal of the page in mind at all times: Getting visitors to sign up! Don’t get in the way of that. For a well-designed, high-converting landing page, do this:

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4. Tell your story

Get the Fort landing page

Unless you’re already an internet celebrity with a large following, you are going to have to tell people something about what you want them to sign up for. Being stealthy only looks cool, but it generates less signups and paying customers than telling your story. Launch pages that tease customers will set you up for failure. You may have higher conversion rates… but if every signup assumes for themselves what’s being built then you’ll have a LOT of dissatisfied voices when they feel like they were misled. NDAs just stand in the way of good conversations. Be open, honest, and transparent with customers about what you are building. It’s better for you AND them if some people opt out, and say that what you are doing isn’t for them. That will free up your time to focus on making the people you really care about happy. Some tips for telling a great story include:

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5. Design for sharing AFTER the sign up

Neo Status Page

After someone has signed up, the goal of the page and customer interaction shifts to getting them to tell their friends about you. This is where virality can really kick in. Take note that the best performing, virally successful launches tend to use a referral system to manage invite counts for each sign up. Where every sign up gets a unique url they can share with their friends. Hey, guess what? KickoffLabs gives you just that. An awesome, viral referral system built-in. No coding required. To guide and encourage people to share, do this:

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6. Engage your sign ups

S'wheat auto-reply mail

Once people have signed up you want to keep them interested and engaged in what you’re up to. The rule of seven (old-school marketing concept) states that people need to hear about your product seven times before they are willing to take action. Take this time, pre-launch, to start building up those priceless customer relationships. Build awareness about your new company by doing this:

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7. Wait until you’re ready

From our perspective, a lot of startups and new companies tend to focus too much on the product, and not enough on initial growth. This is where you can set yourself apart… By following the previous steps, you’ve kept people in the loop long enough to pique their interest. Whether you’re going to slowly let people into the beta or will open up for everyone on a specific date: Focus on delivering what you have been promising all along. When you’re ready for launch, be sure to:

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We want your launch to be amazing, that’s why we built KickoffLabs. To help business owners and marketers do amazing things for their business. So take what you’ve learned, go out, and launch a great company! Oh, and be sure to tell us about it so we can share with your fellow readers… What do you think? What else can new companies do to guarantee an awesome launch? If you found this advice useful, let us know by sending an email to support@kickofflabs.com

Thanks! -Josh Ledgard, Co-Founder of KickoffLabs

P.S. You made it this far, why not start building your own coming soon landing page with KickoffLabs? We have several templates to choose from PLUS an easy to use drag & drop designer for building your perfect page from scratch! Build your own coming soon landing page!

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