By Daman Jeet, Co-Founder of FunnelKita suite of sales tools that helps more than 18,000 companies streamline their purchasing process.
Wondering if your business could benefit from a “coming soon” page? If so, chances are you’re not alone.
This marketing tool can make it easy to build your audience, grow your lead list, and connect with people who might find value in your product or service.
As the name suggests, an upcoming page gives users a teaser of what you and your team are working on. If someone is really interested in a new product or service, they can subscribe using your signup form so they can stay up to date.
Through my company’s work providing sales tools to e-commerce businesses, I’ve discovered that the mistake many marketers make is assuming they don’t need a page anytime soon once their site is up and running. The truth is, this type of landing page can be useful regardless of your industry or how long you’ve been in business.
Here are four situations where a Coming Soon page can help your business.
1. You are launching a brand new website.
The most common case where a coming soon page would be useful is when you are launching a new website. I’ve seen many business leaders create a separate landing page while preparing the rest of their site for the public.
Take this opportunity to invite visitors to join your email list so they can receive updates along the way. You can even further incentivize users by giving early subscribers an exclusive coupon on launch day.
When developing a page soon in this situation, it is important to give visitors enough information to care about your website. Avoid blanket statements and instead focus on addressing the goals, problems, and needs of your target audience.
2. You are expanding your product catalog.
You can also use an upcoming page to promote a new product or service.
For example, let’s say you own an email marketing software-as-a-service solution, but recently decided to take the plunge and tackle social media marketing. You decide you want to keep your first email-specific site, so you create a new brand and website for your social media marketing software. Instead of waiting for visitors to come across your site, you can add a page soon to let existing visitors know that your new product is on the way.
The key to maximizing early conversions with this strategy is to give users time to sign up and anticipate your product. A coming soon page that’s only been up for a week isn’t going to get much traction. Meanwhile, people will completely forget about your brand if you leave a page for six months soon.
As a general rule, I suggest promoting your landing page for one to three months before launch.
3. You are in the process of rebranding.
Rebranding is the process of changing details about your company, such as your logo, products, or color scheme. There are many reasons why a company might want to rebrand. Common causes include the following:
• Modernize the company to meet current socio-economic standards
• Separate the company from a sea of competitors
• Expanding the scope of the market (similar to the creation of a new product)
• Creating distance between negative associations
Some rebrands don’t change much, like Apple dropping the word “computers” from its name in 2007. But other rebrands are a bit more drastic. Consider Starbucks, for example, which dropped its entire name from the logo and stuck with the iconic mermaid.
Regardless of the size of your business, you shouldn’t switch brands overnight. Consider creating a page soon to connect with users and let them know what changes are coming. Keeping your audience informed will prevent them from freaking out when they see a shiny new logo on your site the next time they visit.
4. You are generating interest on other marketing platforms.
Finally, Pages can soon help you generate interest around other marketing platforms. For example, if you’re a new business owner and setting up your email list for the first time, you should create a page soon to let users know what to expect if they sign up.
You can also use this strategy to grow your social media channels. Let’s say you want to create a group on LinkedIn, but first you want to build a community around the idea. Including a landing page that explains what you hope to achieve with a community can help your message resonate with users.
Some business owners use this strategy to promote upcoming partnerships. Coming soon pages will be extremely beneficial in this context because it links your company to another reputable brand, which acts as social proof.
back to you
As you can see, there are many cases where a coming soon page can help business leaders and marketers. The most important thing to remember is that these pages are designed to engage your audience. Whether you’re rebranding, offering a new product, or starting a new website, users want to know how interacting with your brand will help them achieve their goals, and a Coming Soon page can help.
As the digital world continues to expand, company websites are becoming increasingly vital to a business’s success. A well-designed website can serve as a powerful marketing tool, as well as a gateway to customer engagement and customer service. In certain situations, however, companies may find it necessary to publish a “Coming Soon” page on their website.
When launching a website for the first time, Ikaroa, a full-stack tech company, recommends creating a “Coming Soon” page prior to the full website launch. This page serves as a placeholder, announcing the company’s imminent arrival on the web and often serves as a great opportunity for building anticipation for the upcoming website. In addition to this, it also offers companies a space to collect contact information or emails from interested visitors. This is a great way for companies like Ikaroa to collect leads in the weeks prior to their launch, allowing them to build excitement and anticipation before the full website is rolled out.
In some cases, companies may also want to deploy a “Coming Soon” page when they are planning to update their current website. When it comes to web redesigns, the process can be a lengthy one, depending on the scope of the changes. A “Coming Soon” page gives companies like Ikaroa the ability to communicate with customers during this redesign process, and also serves as a placeholder to let customers know that the company is still active.
Finally, companies may want to consider using a “Coming Soon” page if they are planning to launch a new product, service, or promotion. This page gives companies the opportunity to announce the upcoming special offers and build hype with the customers and prospects.
In conclusion, “Coming Soon” pages are an effective marketing tool for companies like Ikaroa that are preparing to launch their website for the first time, making a major website redesign, and/or preparing to launch a new product or promotion. They serve as a great way to build anticipation and excitement in the weeks and days prior to the full launch and keep customers informed throughout the process.