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The Anatomy of an Effective Coming Soon Page: 7 Essential Elements

The Anatomy of an Effective Coming Soon Page: 7 Essential Elements

by Adrian Ababei on Feb 02 2017
Do you master the art of building anticipation? 
 
Or maybe you still overlook its “power” and you usually go straight to launching your website, confident enough that it will “blow their minds”. That all that “fuss” about generating buzz and enticing potential customers, while your site is still under construction, is nothing but a waste of resources.
 
Or maybe you're one of those website owners or developers in Toronto who sees it as a “step” to be checked off a list: you simply stick to the “standard procedure”. You go for the conventional textline (“Coming Soon” or “Under Construction”), followed by “...” , opting for the “same old same old” font, same background color as the one appearing on thousands of other websites?
 
Instead, if you're one of those “detail-oriented” developers/business owners who'd love to learn to “master” the art of anticipation, you're on the right blog!
 
If you'd like to find out how you could build your loyal audience, one that would be “present” at the “big launch” event before you've added the very last touches to your product/services, if you'd like to build that aura of “high expectations” around your website before it's even ready to be launched, this is the right “tips and tricks” blog post for you. Keep reading:

 

1. Keep Them “In the Loop” With a Countdown Timer 

 
It might look like such a “worn-out” tactic to you.
 
And yet: mind you don't underestimate the power of a countdown timer! It's a more- than-useful tool for building anticipation: let them know, don't keep them in the dark, how much days there are left till “the big moment”. 
 
From a user experience perspective it's definitely a “go for” strategy to subtly “guide” your visitors. To gradually deliver them “clues” they need for reaching their journey's destination: in this case, when's the launch date and how much days they still have to count till they “get there”.

 

2. Go For an Email Sign-Up Form 

 
Now don't think that people will keep counting days till launch time and that precisely on that day they'll rush in to visit your website!
 
Instead of “slacking off” and to genuinely expect users to “flood onto” your site the day you'll release it “into the wild”, send them remainder emails!

 
For this, you'll need their email addresses and what more convenient way of collecting them than by placing an email sign-up form on your “under construction” website page?
 
Your “crop” of contact email addresses will turn out to be a “gold mine” at your disposal, one that will jump start the whole success of your website/business. 
 
A simple, email-reminder, before launch day, will set the difference between a “newly” resealed website, with barely any visitors, and one witnessing a significant wave of traffic, from the very first day.

 

3. Consider a “Limited Pre-Sell” Tactic

 
This strategy works best once you've set up a particular context beforehand:

 
  1. first of all, it works best if you're actually selling something on your website (online courses, various products)
  1. secondly, you should build an “community” loyal to your brand during the “launch tease” period and to convey trust.
 
In order to strengthen this particular audience's trust in your product, preselling your it (or offering early adoption discounts, especially if we're talking about online courses), even if you haven't yet finished it, it's an effective two-purpose strategy:

 
  • you increase anticipation for your product's final version, build trust and entice them to come back to your website, once it's launched

     
  • you get to collect valuable reviews, which could instantly be turned into “last minute warnings” that you should improve certain features of your products/services before launch day
 
Not to mention that you could use the gains resulting from pre-sell for actually investing them in the “last touches” that you'll apply to your products! 

 

4. Generate Buzz on Social Media, Too!

 
Your company's social media accounts make the perfect “environment” for generating buzz on and for spreading it to lots of potential website visitors/customers.
 
Therefore, don't rely strictly on that “database of priceless email addresses” that you'll collect, but on all the followers that you'll manage to attract on your social media acounts, as well. 
 
This way, you'll have visitors “flooding onto” your website, on launch day, coming from two sources instead of just one.
 
“How do I increase social engagement on my social media accounts”, you say? By getting creative!
 
Gather your team of Toronto developers and come up with a “hard to resist to” giveaway/major discounts scenario. Make your incentive truly effective! 
 
Next, come up with a condition: use social promotion as a means for them to gain access to the items that you'll giving away or selling at an incredibly low price! Make them Like your page, to post something related to your website's upcoming launch, on their accounts and link to your company's social media page, you name it.
 
“Give before you ask!” Remember?

 

5. Keep Your Text Effectively Concise

 
You want to give away “clues” about your products/services, you want to “seduce” potential customers with words, to reveal to them why they should sign up for the email remainder, but you definitely don't want to give away too much through a too long, “hard to digest” block of text!

 
It's a “launch tease”, you know! So, you should give away enough information for them to get a short insight, not to “reveal” everything and “bore” them with an entire “history” of your product! Keep it conveniently short, keep them “in suspense”!
 

6. Engage Them With a Video 

 
 Is there any need to stress the “power” of video content once more? It's the type of     content that captivates instead of merely “deliver infos” about a soon to be launched product/service/course.
 
Therefore, consider “turbocharging” your coming soon page with “the power” of video! 
 
It's up to you how you decide to showcase your products in this video. A possible option is that of a “collage” of short interviews with members of your team. It will build trust and it will help your visitors to “put a face” on your brand even before your company website “steps into the spotlight”! It will “humanize” it and it will ease interaction!

 

7. Come Up With an Irresistible Incentive for Launch Day

 
The “Give before you ask” tactic shouldn't be limited to “presells”. 
 
Exploit this strategy till the very end: which, for a coming soon page is the website's launch itself. Give away something on launch day, too!
 
A possible scenario would be this one: you already have a “collection” of emails coming from your sign-up form, so you use them to send out an alluringly designed email letting your potential customers know what they'll get if the revisit your recently launched site.
 
Not only that you'll let them know that “the waiting is over”, but you'll also give them a reason why they should visit it precisely on launch day: since your giveaway is limited to launch day!
 
This is, in our opinion, the “anatomy” of an effective coming soon page. What other elements do you think it should include? Feel free to share if you have any other suggestions or to disagree with our suggestions, in the comments below!
 
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