Best practices for coming soon websites

For new products or brands entering a market, it is often a good idea to launch a mini-site prior to a full-feature website launch. Coming soon websites are fantastic for many brands and business types.

The purpose of "coming soon" mini-sites is to collect emails for interested users (or more fully begin the lead-generation process) and provide a glimpse of the coming attraction. Acquire, build and engage audiences early in the process so a brand does not start from zero on day one. Additionally, it is smart to launch a coming soon website prior to a full website launch, so you brand can be found on Google during the full site launch period.

Best practices for coming soon websites

• Launch early. It’s never too early. Google needs to be aware of your brand, and by launching a coming soon (mini-website) it gives your brand a chance to be found via search. Not having a search presence can be deadly for a brand.
• Update often. Don't launch a coming soon, mini-site and forget about it. Try to provide some updates prior to launch. These updates will help users, as well as keep your site fresh for search engines.
• Collect email address for early invites. Begin the lead generation process early. Provide an easy way for visitors to subscribe to future updates. Make the email capture tool clear and easy to see. High visibility is key.
• Strong web design. Design can make a big impression on new visitors. Design builds curiosity and interest. Design can make a brand relevant to users. Web design can make a big difference in the success of your coming soon micro-site.
• Mobile responsive. Make your website useful to mobile visitors. Many visitors look up brands from their mobile devices. Also, more than half of all emails are opened on a mobile device today. Don't forget about your mobile users.
• Inspire. Make users interested in what you have to offer. Don't just throw up your logo and an email capture. You need to inspire users to commit to giving up their email. Teaser pages must share a simple and clear value proposition--or at least hint at one.
• Video. If a picture can be worth a thousand words, then how much is a video worth? Using video can dramatically increase the potency of your teaser page.
• Build intrigue. Don't spell everything out. A little mystery can go a long way. Try to play upon the curiosity of your visitors. Give them enough to feel like they understand the basics, but leave them wanting more. Use email marketing to help nurture the relationship leading up to the full launch of the brand and product. Connect on social media to provide context and position the brand.
• Social sharing and following. Social sharing and social following is such low hanging fruit. Each time a user Likes your page, it is a form of advocacy and peer recommendation. Ensure that your coming soon site has social sharing tools to appropriate social networks. Even better ensure you can measure the number of shares, likes and emails to a friend.
• Analytics and measurement. Ensure your coming soon website has analytics installed. If you can, install marketing automation tools in this early website to begin more advanced lead generation, scoring and nurturing efforts.

Here is an example of a recent coming soon website that we designed and developed. We used a long scroll style to provide more detailed, contextual information at the bottom and email capture at the top.