Coming Soon Page Success: 6 Best Practices You Need to Know

published on 03 August 2023

You’ve built an amazing new product or service and are ready to launch, but the final details aren’t quite ready for your big reveal. In the meantime, you need a simple yet strategic way to start building buzz and capturing emails. A coming soon page is the perfect solution. When done right, an effective coming soon page builds excitement, collects emails, and sets the right expectations with your future users and customers. However, creating a compelling coming soon page isn’t always easy. There are a few best practices you should keep in mind to ensure your page is a success. By following these 6 must-know tips, you'll have a coming soon page that captures attention, builds your email list, and has users eagerly awaiting your launch day.

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Best Practices For Making a Coming Soon Page

A coming soon page is a temporary landing page used to capture interest in a new product or service that is still in development. It helps build anticipation and allows visitors to sign up to receive updates on the launch. To create an effective coming soon page, there are several best practices you should follow:

Ensure an eye-catching design. A coming soon page should have an attractive and modern design to capture interest. Use bold colors, graphics, and multimedia. The page should convey the essence and benefits of your future offering.

Build credibility. Include information about your company, team, and any past successes to build trust in visitors. Share details on what problem your new product will solve.

Offer a signup form. A coming soon page should make it easy for visitors to provide their email address or other contact information to receive updates on your launch date. Clearly explain what information you are collecting and how it will be used.

Set a launch timeline. Give visitors an idea of when your product will be ready to launch, even if it is just a general timeline like "coming early 2020." This helps build anticipation and gives people a sense of when they can expect to gain access.

Share on social media. Increase visibility and drive traffic to your coming soon page by promoting it on platforms like Facebook, Twitter, and LinkedIn. Build buzz by updating followers on your progress.

Keep the page updated. Revisit your coming soon page regularly to make any needed changes or updates to the content or design. Update the launch timeline as needed to keep visitors informed on your progress.

This will ensure you have an effective coming soon page that accomplishes its goal of building interest and capturing contacts to fuel your future launch success. With the right strategy and execution, your coming soon page can be a valuable marketing tool.

Choose an Eye-Catching Design

A coming soon page is your chance to start building excitement for your new website or product launch. To make the most of it, follow these best practices:

Choose an eye-catching yet professional design. A bold image, stylish font, and minimal layout can capture interest while maintaining a polished brand image. However, avoid anything too flashy, cluttered or gimmicky. Keep the focus on your key message.

Write an impactful headline. Your headline should convey what’s coming soon in a compelling yet straightforward way. Consider including your company or product name for recognition. For example, “New features coming soon. The all-new ABC Platform.”

Share some teasers. Provide a few highlights of what visitors can expect without giving everything away. For example, “Redesigned interface. Enhanced security. Improved workflow.” These tidbits build anticipation while reassuring people their wait will be worthwhile.

Include a signup form. Capture email addresses so you can notify subscribers as soon as your new website or product launches. Offer an incentive like a free guide, coupon or beta access to increase signups.

Set a launch date. Adding a specific date, even if it’s just a target, gives people something to look forward to and a reason to check back. Of course, don’t announce a date unless you’re reasonably confident you can achieve it. It’s better to be vague than to delay after promising a firm date.

Drive traffic to your coming soon page. Promote your page on your existing website and through social media, email marketing, content marketing, partnerships, and word-of-mouth. The more people discover your coming soon page, the more anticipation and buzz you can build.

With an attractive yet professional design, impactful copy, useful teasers and signup form, target launch date, and active promotion, your coming soon page will prime your audience for an exciting new website or product release. Success is just around the corner!

Include a Headline That Generates Anticipation
Include a Headline That Generates Anticipation

Include a Headline That Generates Anticipation

To generate anticipation and excitement for your coming soon page, choose a compelling headline. Your headline should capture interest and build a sense of mystery about what’s to come. Some examples include:

Something big is coming.

This piques curiosity by implying something exciting is on the horizon without revealing any details.

Coming [Month Year]: Get Ready.

Including a launch date builds anticipation by giving readers a target to look forward to. However, keep the details vague to maintain a sense of mystery.

The Future of [Industry/Topic] is Here.

A bold statement like this creates intrigue and a sense of innovation or groundbreaking developments to come. Keep the claims aspirational yet believable.

A [Product/Service] Like Nothing Else.

This type of headline generates interest by promising a novel solution unlike anything currently available. However, be sure you can actually deliver on this promise to avoid disappointing your audience.

The Wait is Almost Over.

A simple but effective headline like this builds a sense of anticipation that an eagerly awaited product, service or solution will soon be revealed.

In addition to your headline, include a brief explanatory paragraph or two offering a few enticing but vague details about what you will announce, without giving too much away. For example, you may highlight a key benefit or feature to pique interest, but save the full reveal for your launch. A coming soon page should build maximum anticipation to capture email signups and ensure your audience will be eagerly awaiting your big announcement.

Explain What You’re Building

To build anticipation and interest in your upcoming product or service launch, you need to provide visitors with details about what you’re creating. On your coming soon page, include an informative section that explains your offering.

Describe your product or service.

Give a high-level overview of what you’re building and the problem it solves. For example, you might say: “We’re developing an automated billing system to simplify monthly payments for SaaS companies.” Or, “We’re designing a mobile app that makes it easy to track your workouts and fitness goals.”

Share key features and benefits.

Highlight some of the key features, attributes or selling points of your offering. For example, “Our billing software automates recurring charges, consolidates invoices, and offers flexible payment options to improve the customer experience.” Or, “Our fitness app provides guided workout programs, tracks your progress, and offers personalized nutrition plans tailored to your needs.”

Discuss your target audience.

Explain who will benefit most from your product or service. For example, “Our solution is ideal for small to mid-sized SaaS and subscription businesses looking to scale.” Or, “Our app is designed for anyone interested in living a healthier lifestyle, from casual exercisers to serious athletes.”

Explain your launch timeline.

Give visitors an estimate of when your offering will be ready to launch or purchase. For example, you might say: “We’re putting the finishing touches on our billing system and plan to launch in early Q2 2021.” Or, “We’re in the final stages of developing our fitness app and expect it to be available for download in the App Store and Google Play in April.”

Providing these details about what you’re building—along with visuals like graphics, images or video—gives your visitors valuable information, builds trust in your product or service and keeps them engaged as they await your launch. Be transparent and descriptive to set the right expectations about what you’re creating and when people can expect to access or buy it.

Build Your Email List

Building an email list should be one of your top priorities for your coming soon page. An email list allows you to stay in touch with interested visitors and turn them into customers once your product launches.

To build your list, offer an incentive for people to sign up, such as a special offer, discount or premium content. Place an email signup form prominently on your page above the fold to capture attention. Keep the form short, only asking for name and email address. The easier you make it to sign up, the more emails you will capture.

Offer a compelling reason to join

Clearly communicate the benefits of joining your list. For example, “Sign up to get 50% off your first purchase” or “Get exclusive how-to guides delivered to your inbox.” People need to understand the value to them in exchange for their contact information.

Double opt-in for signups

Require people to confirm their email address after signing up. This double opt-in process helps ensure you have permission to contact subscribers and minimizes invalid email addresses on your list.

Send a welcome email

Promptly send an automated welcome email when someone joins your list. Thank them for subscribing, reiterate the benefits of being on your list and share a special offer or content to get them engaged. Welcome emails significantly increase open and click rates for your future emails.

Stay in touch regularly

Send a series of emails to your list in the weeks leading up to your launch. Share product updates, offer previews and special launch deals. Build excitement and anticipation. These emails prime your subscribers so they are eager to purchase as soon as you open your doors.

With some strategic planning, your coming soon page can become a powerful tool for building your email list and customer base before you even launch. An email list gives you a direct line of communication to people interested in your product and the ability to convert them into paying customers.

Launch Your Social Media Profiles
Launch Your Social Media Profiles

Launch Your Social Media Profiles

Launching your social media profiles is a key step in building anticipation for your coming soon page. Social media allows you to start spreading the word about your new product or service and build an audience of engaged followers.

To launch your social media profiles:

Select the right platforms

Choose the social media platforms that your target audience uses the most. The major platforms like Facebook, Instagram, and Twitter are always a good place to start. You may also want to consider industry-specific platforms. For example, Pinterest can be great for ecommerce brands.

Create profiles

Set up business profiles for your brand on each platform. Use your brand logo and cover images that match your coming soon page. Write an optimized profile bio that includes your brand positioning statement.

Start posting

Post regularly to build an audience. Share blog posts, behind-the-scenes photos, updates on your progress, and teasers to create excitement. Engage with followers by replying to their comments and messages.

Build your following

Use social media ads and influencer collaborations to increase your followers. Run contests and giveaways. Cross-promote your social media on your coming soon page and in your email newsletter.

Refine and optimize

Review analytics to see which content and strategies are performing the best. Make adjustments to improve engagement and follower growth over time. Continue refining your profiles to match your brand as it evolves.

Launching and optimizing your social media profiles is an ongoing process that requires time and effort. However, the payoff of building an enthusiastic audience can be huge for the eventual success of your new brand or product launch. Following these best practices will set you up for social media success.

Drive Traffic to Your Coming Soon Page

To drive traffic to your coming soon page, consider the following best practices:

Optimize for Search Engines

Ensure your page title, page URL, and meta description contain relevant keywords to rank for in search results. Use keywords like “coming soon,” “launching soon,” “new product release,” and “sneak peek.” Place these keywords prominently on your page as well, including in headings.

When your page is indexed, it will start appearing in search results for these terms, driving organic traffic. You can also run paid search ads targeting these keywords to increase traffic.

Build Hype on Social Media

Post on your social media channels announcing your upcoming launch and linking to your coming soon page. Share details about the new product or service to build excitement. Post updates, teasers, and countdowns to keep people engaged leading up to the launch.

Offer an Incentive to Sign Up

Give visitors an incentive to sign up on your coming soon page like a discount, free trial, or special access. For example, offer “50% off your first purchase” or “30 days free” for signing up. This converts your traffic into highly engaged subscribers and customers.

Keep the Page Simple but Polished

Your coming soon page should be minimal but professional. Include:

  • Your product or company logo
  • A bold headline announcing your upcoming launch
  • A paragraph with details about what’s coming
  • An email signup form
  • Social media links
  • Copyright and privacy policy information

Keep the overall page design clean and avoid too many images or graphics that could distract visitors. Focus their attention on your call-to-action to sign up for updates.

Launch as Promised

The most important part is actually launching when you say you will. Keep your subscribers and social media followers up to date with any changes to your timeline. If you fail to launch as expected, you will damage trust and credibility, hindering the success of your actual launch. Meet your proposed deadlines and deliver what you promise.

Include Stunning Visuals and Images

Including visual media on your coming soon page is key to keeping visitors engaged and excited for your launch. Images and graphics help convey important information in an easy to digest manner while also giving visitors a glimpse of your brand.

Use High-Quality, Relevant Images

Select images that are relevant to your product or service. For example, if you are launching a mobile app, include screenshots or device mockups. If you are opening a clothing store, include photos of your products. Images should be high resolution, eye-catching, and align with your brand esthetic.

Include Graphics and Icons

Incorporate simple graphics, icons or illustrations to highlight key points or features. For example, if you will offer free shipping, include an icon of a truck. If you have a rewards program, use a star icon. Graphics are a simple way to convey information without lengthy explanations.

Include Photos of Your Team

Adding photos of your team, founders or employees helps to humanize your brand and build trust with visitors. Include headshots, action shots in your office or workspace, or photos of team members using your product or service. Briefly introduce each team member by including their name, title and a 1-2 sentence bio.

Use an Engaging Hero Image

Select an eye-catching hero image to place at the top of your coming soon page. Your hero image should capture the essence of your brand and product to make a good first impression. For example, an action shot of your product in use, a stylized product image or scenic photo related to your brand. Your hero image should draw visitors in and inspire them to scroll down to learn more about your upcoming launch.

Include a Countdown Timer

Add a countdown timer to build hype for your launch and encourage visitors to check back. Set the timer to end at your expected launch date and time. A countdown timer creates a sense of urgency and excitement, especially as the launch date draws closer. Be sure to include the specific date and time your site or product will go live below the timer.

Using these best practices for including visual media on your coming soon page will create an engaging experience for visitors and build momentum for a successful launch. Keep your page updated with new images and graphics as your launch date approaches to give visitors a glimpse of your progress and keep them eager to see the final reveal.

Countdown to Launch

The coming soon page is one of the most important pages for your new website or product. It helps build anticipation and allows you to start collecting emails for your launch. However, it needs to be done right. Here are the six best practices you should follow to create an effective coming soon page:

Set a Specific Launch Date

Provide an exact date for when your website or product will launch. This gives visitors a concrete time frame to look forward to and a reason to submit their email to get notified. As you get closer to the launch, a countdown timer is an great way to build excitement.

Offer an Incentive for Signing Up

Give visitors an incentive to submit their email address like offering a discount, sneak peek, or access to a special feature. This significantly boosts your email sign up rates. Some popular incentives for coming soon pages are:

  • Early access
  • Exclusive discounts
  • Premium features

Build Trust and Credibility

Your coming soon page is often a visitor's first impression of your brand. Use it as an opportunity to establish trust and credibility. Some ways to do this include:

  • Professional design
  • Information about your team and company mission
  • Press logos and social proof
  • High-quality product photos and examples of your work

Keep Content Brief but Impactful

Your coming soon page should be concise while still effectively communicating key details about your launch. Focus on:

  • Your product or service and its key benefits
  • Company background and mission
  • Launch date
  • Call-to-action for visitors to submit their email

Mobile-Friendly and Easy to Navigate

With more and more people accessing websites via mobile devices, your coming soon page needs to be fully responsive. Optimize it for mobile with:

  • Large text
  • Minimal clutter
  • Clear call-to-actions
  • Intuitive navigation

Start Building Your Email List

The primary goal of your coming soon page should be to collect emails. Make the call-to-action to submit an email address very prominent and enticing. Offer an incentive and be transparent about how the emails will be used. Building your email list will allow you to notify subscribers as soon as your website or product launches.

Following these best practices will ensure your coming soon page is effective at building anticipation, establishing credibility, and growing your email list. An email list of engaged subscribers can help drive significant traffic and sales once your website or product officially launches.

How to Build Coming Soon Page With Unicorn Platform

To build an effective coming soon page using the Unicorn Platform, follow these best practices:

Ensure a visually engaging design. A coming soon page should capture interest and build excitement for your new website or product launch. Select an eye-catching template and theme with bold fonts, colors and graphics. Use large text and images to create visual impact.

Offer a newsletter sign-up. A coming soon page presents the perfect opportunity to start building your mailing list. Prominently display a newsletter signup form and offer an incentive like a discount or exclusive content for subscribers.

Set a definitive launch date. Provide an exact launch date to give visitors a clear timeline and reason to return to your site. You can also include a countdown clock to build anticipation for the big reveal.

Share on social media. Promote your coming soon page on social networks like Facebook, Twitter and LinkedIn. Post updates, share images and encourage followers to signup for your newsletter. Social shares will increase traffic and help spread the word about your upcoming launch.

Keep content brief but compelling. While the primary focus should be on design and the newsletter sign-up form, include a short paragraph highlighting your new website or product's key features and benefits. Build excitement in a few concise sentences.

Test and optimize. Once your coming soon page goes live, monitor how visitors interact with it. Look at metrics like newsletter sign-ups, social sharing and time on page. Make improvements to content, design or functionality that can increase visitor engagement and conversion rates. Continually optimize your page to improve results.

A well-designed coming soon page, promoted through social media and optimized over time, can be an extremely effective way to start generating buzz, build your mailing list and ensure a successful launch for your new website or product. By following the best practices, you'll have an on-target coming soon page up and running in no time using the Unicorn Platform.


As you build your product or service and prepare for launch, creating an effective coming soon page is a critical step. By implementing these best practices, you'll capture interest, build buzz, and start developing your audience before you even release. Keep your message simple but compelling, choose an eye-catching design, offer a way for people to engage, and build suspense about what's to come. Most of all, make sure your coming soon page leaves people wanting more. If you take the time to craft it well, your coming soon page can be one of the most valuable tools in your marketing toolkit to drive interest and ensure a successful launch. The work you put in now will pay off once your offering is live and gaining traction.

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