The Anatomy of a Great Kickstarter Pre-Launch Page
Create a compelling pre-launch page that captures attention, builds excitement, and converts visitors into engaged supporters.
A successful campaign starts long before the launch.
Your pre-launch page is vital to capturing early interest, building excitement before day one, and gathering sign-ups that translate into backers when you go live.
But what makes a pre-launch page truly effective? In this post we're breaking down down the anatomy of a great Kickstarter pre-launch page that drives interest and maximizes sign-ups.
Why a Strong Pre-Launch Page Matters
A strong pre-launch page is more than just a sign-up form—it’s a launchpad for your campaign. People who follow your project before launch are almost twice as likely to back compared with those who discover it afterward. On average, 32% of pre-launch followers pledge once the campaign goes live, compared with 17% of post-launch followers.
By cultivating an engaged pre-launch audience, you’re giving your campaign an early boost, building momentum, and ensuring that your project starts strong. A well-designed pre-launch page not only collects sign-ups but also communicates your project’s value, sparks curiosity, and builds anticipation for your campaign launch.
With that in mind, let’s dive into the elements that make a pre-launch page truly effective.
1. Compelling Headline That Sparks Curiosity
Your First Impression Matters
The headline is the first thing visitors will see, so it needs to be clear, concise, and enticing. A great headline communicates the essence of your project and piques curiosity, encouraging visitors to read further. Avoid generic phrases and aim for something that showcases your project’s unique value or vision.
Tips for an Engaging Headline:
• Highlight the Unique Value: What makes your project stand out?
• Be Specific: Use language that speaks to your target audience.
• Incorporate a Call to Action (CTA): Words like “Discover,” “Join,” or “Be the First” can help drive action.
Example Headline: “Join the Future of Sustainable Living with Our Eco-Friendly Product Launch”
2. Eye-Catching Visuals to Showcase Your Product
Show, Don’t Just Tell
Visuals are powerful on a pre-launch page. Use high-quality images, graphics, or even short videos that bring your project to life. A well-designed hero image or an animated gif of your product in action can capture attention and make visitors envision the product’s impact in their lives.
Effective Visuals to Include:
• Product Photos: Clear, professional images that highlight your product’s key features.
• Lifestyle Images: Show your product in a real-life setting to help visitors imagine using it.
• Short Video or Animation: A quick, engaging visual can tell a story and make your page more dynamic.
3. Brief, Impactful Description That Engages Visitors
Hook Visitors with a Strong Value Proposition
Your project description should clearly explain what your project is, who it’s for, and why it matters. Keep it brief—focus on the benefits and core value, rather than going into lengthy details. The goal is to make visitors feel an emotional connection and a desire to support the project.
Elements of a Great Description:
• Who It’s For: Address your target audience directly.
• The Problem It Solves: Clearly articulate the need or gap your product fills.
• The Solution: Explain how your project provides a solution or adds unique value.
Example Description: “Our eco-friendly water bottle is designed to reduce single-use plastics and promote sustainable habits, all while keeping your drink hot or cold for hours.”
4. Keep The Page Short and Focused
Don’t Overwhelm—Intrigue
Your pre-launch page should be a short pitch of your main features and benefits, not a copy-paste of your entire project page content. Visitors are here to get a quick, compelling snapshot of what you’re creating and why they should care.
Aim for clarity over completeness—too much text can dilute your message and reduce sign-ups. Save the deep dive, full specs, and storytelling for your live campaign page.
5. Clear Call to Action (CTA) for Sign-Ups
Encourage Immediate Action
Every pre-launch page should feature a clear, prominent call to action that directs visitors to sign up for updates. Make it easy to spot with standout buttons or contrasting colors, and convey a sense of urgency or exclusivity.
CTA Best Practices:
• Use Action-Oriented Language: Phrases like “Get Early Access” or “Be the First to Know” work well.
• Position It Strategically: Place the CTA button above the fold and repeat it throughout the page.
• Convey Urgency or Exclusivity: Phrases like “Limited Edition” or “Early Bird Access” can drive action.
Capture Leads Off-Platform
In addition to your Kickstarter pre-launch page, consider using your own landing page to collect email addresses. This gives you another way to communicate with potential backers, share sneak peeks, and remind them about your launch. You can then direct them to follow your Kickstarter project, increasing engagement and ensuring they’re ready to support you from day one. To create a CTA linking to your off-platform page, simply add an image of a button to your pre-launch page and link it to your landing page.
6. Offer an Incentive for Early Sign-Ups
Make Signing Up Irresistible
Incentives add an extra reason for visitors to sign up on your pre-launch page. Whether it’s exclusive discounts, access to limited edition products, or a downloadable guide, offering a reward for early supporters can help convert visitors into sign-ups.
Incentive Ideas to Drive Sign-Ups:
• Early Bird Discounts: Offer a lower price to early sign-ups. On Kickstarter, you can do this by creating a Secret Reward and sharing the reward link in a Pre-Launch Update so your project followers are notified right before you launch.
• Limited-Edition Products: Reward early supporters with exclusive versions of your product.
• Exclusive Content: Provide access to behind-the-scenes content, first looks, or special updates.
7. Social Proof and Credibility Boosters
Build Trust and Credibility
Building trust with potential backers is crucial. Including elements of social proof—such as testimonials, media mentions, or collaborations—can reassure visitors that your project is worth supporting. Even a simple statement of your project’s mission and team background can go a long way.
Types of Social Proof to Include:
• Testimonials: Short quotes from early testers, influencers, or industry experts.
• Press Mentions: If your project has received media coverage, showcase it.
• Collaborations: Mention any reputable partners or collaborations that enhance credibility.
Pro Tip: Social proof elements should be concise and visually appealing. Consider using logos or badges for media mentions to enhance readability.
8. Engage Followers Before You Launch
Keep Your Audience Warm and Excited
Don’t let interest cool off after someone follows your pre-launch page. Keep the momentum going by sharing updates that bring them along on the journey to launch day. With Kickstarter’s Pre-Launch Updates, you can post directly on your pre-launch page to spark anticipation and keep your project top of mind.
Use these updates strategically to build anticipation without overwhelming your audience. Posting too often can lead to fatigue, so aim for a few well-timed updates that add genuine value—like sharing a behind-the-scenes look, highlighting a major milestone, or reminding followers that your launch is around the corner.
Each thoughtful update helps keep your project top of mind and turns casual interest into committed backers.
Conclusion
A well-designed Kickstarter pre-launch page is more than just a sign-up form; it’s an opportunity to capture interest, build trust, and create excitement. By focusing on a compelling headline, high-quality visuals, a brief description, a clear CTA, and elements like social proof and incentives, you can maximize engagement and grow a strong base of supporters before your campaign even begins.
Final Thoughts
Creating an effective pre-launch page takes strategy and attention to detail, but the effort pays off. Each sign-up on your pre-launch page represents someone eager to back your project and be part of your journey. Make your page engaging, informative, and persuasive and you’ll set the stage for a successful Kickstarter launch! For more strategies on building early momentum, explore the article below.
Brandon Smithwrick
